Children'S Clothing And Outdoor Clothing Industry Shift To Vertical Electricity Supplier

< p > in the face of the impact of e-commerce, traditional clothing enterprises are often dealing with the establishment of official mall and the creation of e-commerce brand. However, the Beijing explorer of the main outdoor products R & D and sales, < a href= "//www.sjfzxm.com/news/index_c.asp" > outdoor products < /a > Limited by Share Ltd (300005.SZ, hereinafter referred to as "Pathfinder") seems to go further.

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In a previous industry forum, P, a senior Pathfinder, openly stated that the strategic goal of the company was to pform from traditional retailers to network enterprises, thus becoming "Taobao".

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< p > in fact, related expressions have appeared many times in public information.

In the 2013 semi annual report, the Pathfinder has made it clear that "Future Ltd will pform from a single product provider to a diversified and three-dimensional direction".

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< p > < strong > outdoor industry growth slowed down < /strong > < /p >

< p > < strong > children's clothing, outdoor clothing and other market segments have been known as the "last blue ocean" of the clothing industry.

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< p > at the time when the whole industry is in a state of gloomy fog, the investigation report of the outdoor products branch of the China Textile Business Association (hereinafter referred to as "COCA") shows that the annual growth rate of China's outdoor products market has remained above 47% for the first few years, much higher than that of the industry.

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The achievements of Pathfinder themselves are also advancing all the way through P.

From 2009, the annual growth of the total revenue of the Pathfinder is 38.46%, 47.86%, 73.64% and 46.68% respectively, and the annual growth of net profit is 72.92%, 22.39%, 98.81% and 57.44% respectively.

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< p > 2012, the outdoor products market < a href= "//www.sjfzxm.com/news/index_s.asp" > retail sales < /a > 14 billion 520 million yuan.

COCA Secretary General Li Changfa predicts that this figure will reach 100 billion yuan in 10 years.

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< p > however, the growth rate of the outdoor industry has also slowed down due to the downturn in the macro-economy and the retail environment.

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In 2012, the retail sales of outdoor products in China increased by 34.94% over the same period last year, and the growth rate dropped by 15.97 percentage points over the same period last year, the first time below 40% in recent years.

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However, there is a steady stream of new brands entering this subdivision area in P.

According to COCA data, there were 823 outdoor brands in the domestic market in 2012, an increase of 14.78% compared with 717 in 2010, and domestic and foreign brands increased by 18.08% and 11.77% respectively.

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< p > Shen Zhengyuan, a researcher in circulation industry of CIC, said that as Nike, Adidas, Kappa, Lining and others enter the outdoor products market, the competition in the industry will further intensify, and the trend of slower growth will continue.

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< p > "the high speed growth trend of outdoor industry is over."

Peng Xin's tone was firm.

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P > the rapid development of e-commerce business has made the Explorer find a new growth point.

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< p > in the first half of 2013, the e-commerce revenue of pathfinder was 71 million 220 thousand yuan, up 205.62% from the same period last year, accounting for 13.86% of total revenue.

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< p > CITIC Securities research report pointed out that the business revenue of Pathfinder 2013~2014 is expected to reach 300 million ~6 billion yuan, accounting for 20%~30% of revenue.

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< p > Peng Xin introduces that the average daily UV volume of the Pathfinder in Tmall's flagship store is 30 thousand to 50 thousand in 2012, and it is expected to exceed 20 million in 2013, reaching 40 million this year.

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Zhang P, vice president and chief financial officer of the Pathfinder, also said in the forum that on the basis of the huge UV, the platform that the Pathfinder wants to build is actually a combination of the two platforms, one is the trading platform and the other is the service platform.

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< p > the former set up and sell the products of the three brand and third party brand of its Pathfinder, ACANU, Discovery Expedition, and the latter mainly provide information services such as travel strategy, equipment recommendation, and donkey sharing, so as to enhance user stickiness.

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< p > at present, Pathfinder has taken a substantial step in the service platform.

Last August, the Pathfinder subscribed 40 million new shares of ASIatravel, Singapore's online travel service company, for $38 million 666 thousand to become the single largest shareholder of the company.

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Pathfinder disclosed in the 2013 semi annual report that it will invest 100 million yuan to set up a wholly owned investment subsidiary, and carry out related investment and merger activities in the related fields such as upstream and downstream industries, services and applications in the outdoor industry. This is the Tianjin new start investment management company (hereinafter referred to as the "new starting point"), which was subsequently established by P.

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Less than P, just last month, the new starting point has just invested in Beijing's green field network, one of the largest outdoor websites in the country through the equity pfer and capital increase, indirectly holding the 55.67% stake in the green field network.

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< p > < strong > difficulties. < /strong > < /p >

The pformation plan of P Explorer is very beautiful, but it is not so easy to implement.

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< p > electric business expert Lu Zhenwang bluntly says that it is not unusual for users to import their vertical e-commerce from Tmall, Jingdong and other platforms. But there is no suitable way to practice.

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< p > "if you can not export traffic, then the huge amount of UV is actually placed on top of Tmall and other platform businesses.

Once you leave the platform and build your own website, all traffic needs to be reversed. "

Lu Zhenwang told reporters.

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< p > Peng Xin admitted that the UV of the official mall of the current Pathfinder is just over 200 thousand, which is not the same as that of Tmall's flagship store.

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< p > the company's response is to continue to replace users with related websites. Peng revealed that the investment budget of Pathfinder in the second half of 2013 has exceeded 8 million yuan.

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< p > in addition, after the introduction of traffic, the change of profit mode also poses a great challenge to the development of enterprises.

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< p > Li Changfa introduced that in the outdoor travel market abroad, the sales of 1 yuan will bring 6 yuan of service revenue.

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< p > Lu Zhenwang also pointed out that after the pformation becomes a href= "//www.sjfzxm.com/business/" > comprehensive service < /a > platform business, the way of profit of the Pathfinder will show that the service revenue is far greater than that of commodity trading.

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"P >" enterprises must clearly realize that professional business services are aimed at high-end users who are willing to pay. Therefore, we need to increase investment and provide solutions that are hard to replace, so that these people can experience the power of service and pform services into value.

From input cost to development thinking, we must be well prepared.

Lu said.

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Besides P, Shen Zhengyuan also said that how to gather the search in the outdoor industry, improve the logistics system and enhance the scale and influence of the platform are all difficult problems for the Pathfinder to overcome.

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