Outdoor sports brand Pathfinder belong to the most typical traditional enterprises.

Outdoor Sports brand "pathfinder" belong to the most typical traditional enterprises. Main outdoor sports equipment, rely on the line shop sales, brand degree relies on brush ads, but this is the previous model. Aware of the changes in the connection with customers, they actively seek change, first of all, to study the characteristics of users, that is, ethnic groups. So, around the "user-centric", the holding outdoor community of the green network, vertical to the means and customers more bonded, and let traditional shops into the service ecology, regain vitality.

The original business model of the Pathfinder has three drivers: brands, products and channels. Sales are basically in the department store counters or outdoor shops to complete, belong to the waiting-type marketing. Customers do not come, we can only use brand advertising or promotional activities to attract, other methods have limited effect. But now the customer's attention is greatly dispersed, and the confidence in the advertising has dropped rapidly. On the other hand, open shop cost restriction, the traditional shop area is very limited, can display the product category is also very limited, and outdoor user's actual demand has very big disparity. The more prominent problem is that the traditional shop and customer communication is also very limited.

Break the "buy and sell" relationship and stand with the user

After the advent of the Internet, I was acutely aware that there was no way to connect with customers in the traditional channels, so we wanted to go back to the need for outdoor sports, outdoor travel, and outdoor supplies.

A big change in this is from the channel to the king, to the user-centric, which is the fundamental point. Formerly said the terminal for the king, that era has passed, is actually the user for the king, no user talk about what terminal?

We have previously on a certain node to wait for interaction with customers, and now to actively focus on users, user-centric. Where are the users? What are their behavioral characteristics? What activities do they participate in and what are the potential requirements?

This analysis shows that the activity itself is the real source, so we have to stretch in this direction. The difference between outdoor products and other clothing is that outdoor activities have a specific environment, there are certain risk factors, outdoor behavior needs to lead, guide and even training.

January 2014, Pathfinder Strategic Investment in the green net, we hold 55.6% of the equity, to achieve holding. The wizard began to do outdoor communities in the 1998 and has the genes to guide users. The Pathfinder who holds the green is bullish on his diversion genes and stickiness. For Pathfinder, because the user-centric, so to the Internet outdoor platform extension is also very natural things.

Find an interface to establish relationships with users

Traditional companies will have problems without change, as customers are being diverted by various online retail or vertical organizations. Another consequence of the widespread use of mobile internet, especially micro-letters, is the community of users: you become a member of a car club, or a member of a photographic clubhouse, and you may also be a responder to a walking convention.

After being community, you will be guided by a service organization. For example, the Tsinghua EMBA Outdoor Association, which sets up a set of Pathfinder outdoor equipment for each member. In this way, suppliers close to the community have actually been able to intercept users in the middle of the river, which will be more significant in the future. As a member, you do not need to go to other places to buy, someone specifically to deal with these things. Special customization You need the product mix, the price is cheap, also name, this feeling really good. As a result, these users have fewer opportunities to access traditional stores.

Anticipating this trend, I feel obliged to have a strong connection with these customers, and this interface is green. This is the fundamental reason why the Pathfinder wants a strategic holding of the green fields: we have to have a stage.

People buy outdoor equipment, mainly because of participation in outdoor sports itself, in the process you have to consider how to communicate with customers, rather than stay in the "I Produce, you buy" level. The smartest and most effective approach is to combine the customer's ideas to help him realize his dream, instead of pushing him hard. When the customer is in need, you will be satisfied with the service, not knowing the demand is harassment. So I need a relatively complete database, you can subdivide the category of outdoor sports, including the number of people involved in the group, personnel, age composition, professional characteristics, etc., to facilitate our direction to do research and development design and directional supply.

This close communication enables us to grow with our users. It is easiest to get the data through the activity, and the green fields provide us with such a pathway.

Weak relationship selling products, strong relationship to do service

What else can we do in the green? Crowdsourcing design. Here, the user is the expert, the user is the boss, the user can provide the ideal product design draft, or simply is a sample. We have a team of real-time feedback that quickly turns the user's ideas into products. Once the product sell, the designer can also get the corresponding return.

You get such a window on Taobao, you may not be answered, and in the green field, the mountain old donkey is more professionals, outdoor enthusiasts, they are willing to participate in. We have to have a large user base to drive this mode. Our goal is to make the green field the first service brand of outdoor activities. Just think of the outdoors and go to the green fields to find the activity that suits you best. The Forum, the community has the talent, the opinion leader, the leader, has the various activities, may the companion, but also has the sharing and the exchange. This group I feel very valuable, all of a sudden the outdoor activities of community, outdoor equipment services community.

Green now has registered users more than 3 million, daily average visits more than 100,000 times. When we put the daily average of the green to do millions above, the large crowd effect will be produced, can do a lot of things.

We are doing CRM member management system this year, this system is based on micro-letter to do customer relations, to provide members with a wide range of services. Once the line gets through, the resources are different: I know who the user is and know the person's interests. For example, the user likes diving, we will after he booked a diving activity, recommend to him the most competitive diving products that have been evaluated by other users; if this guy likes skiing, we can help him. Select ski equipment, including those outside the Pathfinder can be recommended to him, and even offer discounted ski tickets.

The activities recommended by the green, or equipment, must be impartial, objective, equipment, there are specialized vertical electric operators to docking. The green platform is not the pathfinder downward marketing platform, nor product sales site, but completely independent, is to provide users with in-depth experience of outdoor activities of the service platform.

I think the three elements of the success of green fields are: One is a whole category of outdoor activities community, the second is a large amount of professional team leader or institutional suppliers; The third is the perfect transaction security and evaluation system.

We have to open 300 more.

In fact, under this framework, the offline shop seems more important. On the line to speed up, there are about 50% of the sales from the traditional shops, this business is still the production of cash flow, health and profitability of the main business sector.

2014 we will open 300 new stores, Pathfinder in the country's head office number reached 1800-1900, but to have the quality of the shop. Offline shopping experience can not be completely replaced by the Internet, because users need to touch the product, try to wear trial, perceived quality and face-to-face communication.

Users go to the store for more information, and these stores are also an important publicity window for the green. When buying clothes, the user can understand the activity information through the O2O screen in the shop, and easily complete the line selection or order. Offline shops may also be the starting point for outdoor activities.

Now we have formed a complete three strategic positioning-multi-brand, green outdoor Activities Service platform and vertical electric business, this is a complete ecological circle. The ecological circle is still in the investment phase, if it can be successfully built, Pathfinder in the next 10 years, 20 years of development will be more smooth.

I am a constant change of people, Pathfinder, is constantly breaking through, beyond yesterday's me. As chairman, my main job now is to think about strategy and find the right CEO. The more you tend to calm, the more you should dare to stir and initiate breakthroughs. Just like when the outdoor supplies when no one optimistic, outdoor equipment are also imported goods, others think you how to make a Chinese brand? Actually do not have to worry about these questions, we have done, from the tent began, and then defeated one another international and domestic brands, to achieve the domestic sales for six consecutive years the first position.