Pathfinder Electric quotient revenue accounted for 6% to push multiple brand strategy to deal with competition

Original title: Pathfinder push multiple brand strategy to open shop speed up to 400

Recently, the "investor" reporter learned that pathfinder (300005, shares bar) (300005.SZ) is vigorously promote its Akeno of the electrical goods brand. It is understood that Akeno in the two quarter of this year began online sales, is an independent pathfinder operation of the brand, the main fashion leisure outdoor supplies, its sales of goods and pathfinder existing products are completely different.

For a massive foray into the electricity business, Pathfinder Dong Zhang November 22 received an interview with the "investor" reporter, said that the business of the Pathfinder or auxiliary role, Akeno as a new brand also requires at least 3-5 years of incubation period, and Pathfinder next to the online plan mainly focused on the perfect own electric business platform.

Industry insiders believe that the Pathfinder now vigorously promote the electric business is also selected a more skillful time point, but its electrical business road needs to forge ahead, short-term inside or should be its main force point.

Electricity quotient accounted for 6%

Pathfinder in March this year has issued a notice that the investment of 15 million yuan to create Beijing Bay Outdoor Supplies Limited liability company, the goal is to build new brand Akeno (English name: Acanu), focusing on the 22-28-year-old network to buy the main consumer groups, only through E-commerce network channels to achieve sales.

Zhang in an interview with the investor newspaper, "the brand in fact began brewing at the end of 2010, recently started by chairman Sheng personally responsible, but also see the rapid development of the Internet, as well as consumers of more fashionable leisure outdoor products demand." ”

Data show that Pathfinder in February 2010 with E-commerce website Good buy signed cooperation agreement for the first time "via" into the field of E-commerce. The same year, Pathfinder on Taobao flagship store has also opened, involving tents, clothing and other products.

In the first half of 2012, the Pathfinder dealer income of 23.3 million yuan, accounting for the first half of the total operating income of 6%, this number is also last year, the annual income of the electricity quotient accounted for the revenue. Zhang said the number would reach 8% this year, and 2013 was expected to hit 10%. is basically growing at an average rate of 2% a year.

"The ratio of electric business to maintain relatively low growth rate, on the one hand, our main brand Pathfinder is also growing up, on the other hand, the new brand of electricity with the main brand growth needs 3-5 years of incubation period." So in the next few years our core is still online, open shop speed maintained at 300-400 each year. "Zhang said.

At present, the Pathfinder in other electric platform sales are mainly divided into two types of products, the first is over season products, prices will be a number of discounts, because of the current product will not constitute what impact; the second is the Pathfinder for the Electric chamber some special section, so that the line under the difference.

He also told the "investor" reporter disclosed the pathfinder next step of the electric business plan, that is, to further build their own electric business platform. At present, the Pathfinder's own operating platform, "Pathfinder official Mall" has been officially on the line on July 16, but the official mall's products are still in the past quarter discount products and special sections of the electrical business.

Zhang says they are now in the business of integrating agents in major cities, to achieve in the site also sells store products, at the same time will be transferred to the proceeds of the various agents, but also to make each agent point to become its electrical business logistics distribution resources, in order to maintain the interests of the line at the same time to achieve online business expansion.

"If everything goes well, the macro environment of the electric business industry is also ideal, we will not rule out the possibility of the line business as the focus of revenue, by that time the online store has become a service-oriented experience shop." "Zhang said.

Multi-brand strategy to deal with competition

To sell new brand products by means of pure electric dealer is a step in the strategic layout of Pathfinder, and it is also the reality that the competition of Chinese outdoor products is pouring into the market and the industry competition is becoming fiercer.

According to China Textile Business Association Outdoor Products Branch (COCA) released the "China Outdoor Products Market 2011 Annual Survey Report" shows that 2011 domestic Outdoor products Industry brand number has reached 717, an increase of 29.42%; Rose 67.25%. Most of the products for the clothing category and homogeneity of serious. On the other hand, the labour and shop rents are rising, and the operating costs are taking on increasing risks.

More than one company is optimistic about the outdoor field. Adidas recently announced its foray into China's outdoor sports industry and opened its first independent Adidas brand outdoor product store in China, followed by the announcement that Li Ning also announced that its outdoor brand had adventure's first direct shop opened in Beijing; Also appeared outdoor channels, sales of emergency clothing, cashmere shirts and other private brand outdoor supplies.

"The electric business is indeed a way to deal with the competition, the camel recently also plans to focus on the development of electricity business channels." Apparel industry Observer Magang told reporters. At present, China's outdoor products market major brands have camels, Pathfinder, Columbia, Le Fes, Archaeopteryx, Kolonsport and so on, Pathfinder market share in the industry ranked third.

Relative to domestic brands, and June Consulting consumer division Xu Zhenqing accepted the "investor" reporter interviewed that Le FES, Colombia's main foreign outdoor products brand is still a powerful market, Pathfinder's brand strength is not enough to support their bargaining power in front of these brands. He thinks the Pathfinder strengthens the brand, makes the differentiation is the key.

According to the introduction of Zhang, Pathfinder to deal with the competition of multi-brand operating strategy is divided into three: professional, midrange main brand Pathfinder, fashionable young online brand Akeno, as well as in the preparation of the offline high-end leisure brand Discovery expedition. Discovery expedition positioning in the outdoor leisure style, the target consumer population between 20-45 years old, is expected to be priced than the Pathfinder brand price high 20%-30%, planned in 2013 in the domestic official online sales.

"We are now building brands to strengthen the emotional value of the brand, for example, we invite Feng to endorse, the introduction of new brand image advertising, to Feng Classic song" Brave Heart "as the theme song, is to let Pathfinder become a culture, a way of life; in product development, in the future we will have more breakthroughs in footwear and backpacks. Zhang said he also revealed that he was also constantly focusing on the right brand mergers and acquisitions opportunities on the road to self-development.

Related reading
Taobao: How to achieve 19.1 billion electric business feast with double 11
Electric dealers squeeze traditional retail: online difficult to coordinate the physical store worries
It's fair to levy taxes on electricity dealers.