Pathfinder Wants To Return To The Outdoors And Adjust Strategy.

As domestic

The first industry is listed.

The journey seems not smooth.

According to the world clothing and shoe net, recently, the Pathfinder issued a notice announcements the 2017 performance forecast. The company expects net profit loss of 84 million to 89 million yuan in the year and 166 million yuan in the same period in 2016.

In other words, the company will change from profit to loss.

In January 29th, the shares of explorer companies fell more than 6% in January 29th.

Pathfinder claims that the sharp decline in net profit is mainly due to the influence of management changes in the main sector of the outdoor sector. The overall performance is far below the goal of the beginning of the year. The outdoor sector in 2017 is expected to achieve a net profit of about 140 million.

At the same time, the company said it would focus more on outdoor products in the future.

Founded in 1999, the Pathfinder began with tent business. In 2001, the company gradually turned to R & D design, outsourcing production and sales of outdoor sporting goods.

As the first domestic outdoor products, the Pathfinder has been listed since 2009, becoming the biggest beneficiary of the industry development.

The Pathfinder maintained rapid growth before 2014, and the net profit growth averaged over 55% between 2009 and 2013.

But since 2014, international sports brands such as

And local big names such as Lining and Anta have been involved in the field of outdoor products, making the competition in the local market more intense.

In 2014, the net profit of Pathfinder increased by 18.28%, much lower than the previous average level, and net profit in 2015 dropped by 10.5% compared with the same period last year. This is the first time that the company has fallen in profits since its listing in 2009.

In the 2016 fiscal year, the net profit of the pathfinder was 166 million yuan, down 37.13% compared with the same period last year.

Meanwhile, in the past two years, the Pathfinder has been building a new business structure, and has set up three major business groups, outdoor products, travel services and big sports, and has undertaken a series of acquisitions and acquisitions.

In 2013, Pathfinder invested in Singapore online travel platform Asiatravel, outdoor activities website green field and polar travel agency "extremely beautiful".

Then, in March 2014, the Pathfinder bought 74.56% of the world's equity and engaged in the distribution and operation of travel agencies.

In July 2015, the company formally set up three major business groups to embark on business pformation. The company name changed from "Beijing Toread Outdoor Products Co" to "Pathfinder holding group Limited by Share Ltd", aiming to weaken the main business of outdoor products.

However, the half year performance in 2017 showed that the two new business segments of travel service and big sports did not contribute too much profit to the Pathfinder, while outdoor products were mainly in a state of stagnation.

In the first half of 2017, Pathfinder operating income increased by 17.48% compared to the same period last year, while net profit fell by 16.30%.

Affected by market environment factors such as overall retail consumption, industry competition and so on, outdoor business income decreased.

Travel sector revenue of 723 million yuan a year, an increase of 81.31% over the same period, but gross margin is only 2.99%.

The big sports business is even more controversial. The ice snow holding development company, which is responsible for snow skiing, has earned 1 million 370 thousand yuan in the first half of 2017 and a loss of 9 million 820 thousand yuan.

Outside evaluation said that the travel service and sports layout of the Pathfinder are not good at the layout, which has consumed a lot of resources and energy of the company.

As a result, the diversified development of the three major business segments has led to a continuous decline in net profit, and the main business has not been able to get deep tillage.

To this end, the founder of the Pathfinder Sheng Fa Qiang publicly stated that in 2017, he adjusted the pace of strategic development and focused on the main business of outdoor products. He sought to break through the competition in the industry with the attempt of new retail and brand differentiation.

At the same time, the management of the company was adjusted. At the end of November 2017, Wang Jing, the co founder of the company, returned to be the chairman and CEO of the company.

Wang Jing said that the Pathfinder positioned its multi brands as outdoor explorers, outdoor travellers, outdoor artists and small Pathfinder, to carry out multi brand synergy and return to outdoor sports positioning, so as to solidify the brand advantage of main business.

However, from a loss of more than 80 million in 2017, it takes some time for Pathfinder.

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