The annual evaluation of China's outdoor industry has entered the eleventh year. The eleventh is just a moment of time, but for the outdoor industry, it has experienced the process of germination, primary and development. Countdown to 2016, let's take a look at the best of these outdoor industries.
If Pathfinder is a watershed in 2011, before 2011, Pathfinder is developing products, establishing channels, strengthening brands, and financing expansion. It is a road to entrepreneurship and rapid expansion. After 2011, Pathfinders have been undergoing change and transformation.
Pathfinders are trying to build an ecosystem around the three business segments of outdoor, travel and sports. According to the current situation, the outdoor products sector is still the cornerstone business of pathfinders and a major source of profit. Due to the business development and transition period, the travel service sector only contributed revenue and the net profit was a loss. The sports sector is still in its infancy, and it will take some time for the successful transformation to take place.
2016 is a very challenging year for Pathfinders. What did the Pathfinder do in the challenge?
2016 annual expensive
Sales (RMB): 500 million+
Current: Actual number of terminals: 1500
Channel business model
Online share: 36%
Downline ratio: 64%
Direct share: 35%
Wholesale ratio: 65%
Product technology innovation:
The company actively seeks breakthroughs in the research and development of fabric technology, and locks in the high-tech field of “polar bionicsâ€. It aims to create new technologies in the outdoor industry with the bionic inspiration of “taking nature and using natureâ€, aiming at every consumer. Provides ultimate outdoor safety and comfort. At present, the polar bionic technology platform includes TiEF and SAFree two major technology sections, including TiEFPRO waterproof and moisture permeable innovative environmental protection technology under the corresponding platform category, TiEFDRY intelligent single-guide wet technology, TiEFSKIN ultra-light sun protection technology, TiEFWARM water-repellent down warm technology, TiEFSHELL windproof breathable soft shell fabric technology, TiEFGUARD bionic self-cleaning technology, SAFreeRock rock wear-resistant outsole technology, SAFreeGripWet wet-slip anti-slip outsole technology, SAFreeCUSHION bionic dynamic shock absorption midsole technology, SAFreeTCS sole anti-twist technology has been applied to the company's core products Medium and other technologies will also be used in 2016 core products.
Cross-border cooperation:
1. Anhui Satellite TV's large outdoor reality survival record program "Our Law" is the jungle family's Shanhai legend, Pathfinder Group's two outdoor brand pathfinders and the US high-end outdoor brand DiscoveryExpedition as the strategic partner of the show, The brave people of the "Jungle Family" provided the most complete equipment support throughout the journey.
2. UTMB (Circle Mont Blanc Endurance Race) Chinese player Li Jia and Pathfinder set foot on UTMB - the TDS 119 km group challenge. Pathfinder adheres to the design concept of creating the ultimate product, and will launch more off-road running products with superior performance, so that more runners can enjoy the fun of surpassing themselves during the cross-country running.
3. Pathfinders also joined hands with Bird's Nest, Tmall, and Sports to Sports to form the 'Hot Snow Winter Power Winter Olympics' Ice and Snow Alliance. This is a convergence of power, which is to further respond to national policies and implement the 13th Five-Year Plan. The sport actively carried out the spirit of the Winter Olympics. To further popularize the snow and ice sports, improve the level of ice and snow sports, promote the development of China's ice and snow sports, and lead the development of China's ice and snow industry market and help 2022 Beijing Winter Olympics will have a great impact.
4. Pathfinder sponsors the Dunhuang Marathon, and the Pathfinder uses its own advantages to continuously break through. In the direction of product quality and performance, we focus on science and innovation, aiming to let more outdoor enthusiasts join the marathon, bravely take the step that we have never taken, and let everyone have health. Lifestyle.
5. The Winter Sports Product Design Competition Training Camp project jointly organized by Pathfinder Holding Group and Beijing Fashion Institute provides better learning opportunities for students. Chen Baishun, director of the Pathfinder R&D Management Center, expressed the hope that the students will work together with the pathfinders to turn the research results of the school innovation into good products.
6. As an outdoor leading brand, Pathfinder launched the theme of “Yue·Wild Run†and held a music fluorescent running event with Tmall. It is intended to let more people go outdoors and run in a healthy way.
Company level:
Pathfinder Community Eco-Innovation Center - Pathfinder Group plans to provide 200 million funds for outdoor, travel, sports and three industry entrepreneurship projects, and provide a strong Pathfinder Group resource support and professional incubation services.
Get reward:
1. "Warm-knit fabric with single-guide wet and quick-drying function" (ZL201520231392.2) won the 2016 China Patent Excellence Award;
2. TIEF waterproof walking shoes won the 2016 German ISPO Sports Design Award for Asian products outdoor footwear gold medal;
3. TiEFDRY polyester-acrylic thermal underwear, TIFE-GUARD three-proof self-cleaning technology travel function three-in-one jacket, pathfinder fever ski suit won the 2016 Germany ISPO Asian product silver award;
4. Anti-allergy and quick-drying underwear won the Asian Association Outreach Silver Award;
5. Men's TiEF outdoor running short-sleeved T-shirt won the Best Market Application Award of 2016 China Functional Knitting Products by China Knitting Industry Association;
6. TiEFDRY? Single-Way Wet Warm Functional Underwear won the “Top100 New Technology and New Product Innovation†award in the TOP100 New Technology and New Product Innovation Campaign organized by Beijing Science and Technology Cooperation Center and Beijing Science and Technology News Agency. It was successfully selected as the “coolest†in 2016 China. Black Technology" Top 100.
Marketing innovation or event:
1. The “Handheld Pathfinder†project will be launched. It will build a model of healthy living service platform around the three sections of service, content and socialization, and deeply explore and spread different healthy lifestyles, and through different communities, WeChat, Weibo, forums, etc. establish different community systems to provide 360-degree services with the ultimate in products, selected services and experience. At the same time, the handheld pathfinder will also set up a unified membership service system, aggregating the advantageous resources of each business segment of the group, focusing on member value-added services, integrating industry health resources, helping the ecological strategy to land, and achieving mutual cooperation and win-win between the communities. A person brings a wonderful, ultimate outdoor life.
2. "Our Law" Pathfinder Group's two outdoor brand pathfinders and the US high-end outdoor brand DiscoveryExpedition as the strategic partner of the program, provide the most complete equipment support for the "jungle family" brave. During the broadcast of the program, Pathfinder used the program to play Weibo WeChat e-commerce platform, Weibo, WeChat continued to voice, attracted numerous fans, the formation of high-volume continuous communication, but also triggered viewers to the pathfinder, The discussion of DiscoveryExpedition culminated. The promotion of WeChat end focuses on mining stories that are consistent with the brand's connotation, refining the clothing mix of stars in a variety of outdoor challenging environments such as jungles, islands, volcanoes, etc., embodying product functions and bravely exploring spirits, enhancing the brand memory and products of pathfinders. Reputation. At the same time, Pathfinder combined with Anhui Satellite TV, Juhua and Pathfinder, DiscoveryExpedition Tmall flagship store and other multi-channel resources, in the "Our Law" TV premiere to build a pathfinder star with the same amount of money and shake Interactive activities, aggregate the resources of the three parties and release them all, get a lot of traffic resources, realize the real-time conversion of brand communication and offline sales, and finally the Pathfinder and DiscoveryExpedition brands are hot and popular in the poly-cost-effective, multi-screen interactive marketing effect Significant. Throughout the "Our Law" program, Pathfinder, DiscoveryExpedition through the complete marketing model, quality resources integration, a large number of clever brand implants, exposure, for the brand in the outdoor variety reality show implant marketing experience Establish a new benchmark for interactive marketing.
3. The Pathfinder and Mi moving plan of the Pathfinder collaborating with Xiaomi was officially launched. 8000 steps per day, walking pathfinders, measuring the unknown world with footsteps. The cooperation between the Pathfinder and Xiaomi reflects not only the combination of strong and strong promotion of healthy lifestyles, but also the cross-border cooperation with Xiaomi to reflect the Internet thinking of pathfinders at the user level. Driven by the wave of the Internet, Pathfinder proposes a user-centered strategic vision of the Pathfinder ecosystem around the three business segments of outdoor, travel and sports, and infiltrates the community by creating the ultimate products and creative services. Towards the evolution of the community's ecology, the community provides users with the ultimate service of outdoor sports and experiential travel with links to users, services and products, and becomes a community-based ecological organization that leads a healthy lifestyle.
Get reward:
Pathfinder and Anhui Satellite TV's "Our Law" designated the outdoor product integration marketing case to win the 2016 China Advertising Great Wall Award advertiser award for the annual marketing communication case, while Pathfinder Group also won the 2016 China Advertising Great Wall Award for annual brand innovation. Character Award and Annual Brand Contribution Character Award. "
Internet innovation field
1. "Our Law", during the program, Pathfinder and DiscoveryExpedition's propaganda trend on the microblogging side is mainly for the intensive promotion of the pre-opening of the program and the release of the pre-announcement microblog, and has its own characteristics, focusing on the level. The program information was announced, and many prize-winning quizzes, gifts, surprise prizes were added to increase brand promotion, and branded clothing and equipment were used as gifts to attract more people to participate in activities and topics.
2. Pathfinders cooperated with Zhongxin Tourism and Kodak Digital Cross-border cooperation to launch topical activities on Weibo.
3. Pathfinder cooperates with traveler KOL cat power and skiing KOL ball uncle.
Environmental protection and public welfare categories:
“Establishing the Pathfinder Polar Talents Fundâ€
The Foundation and the China Polar Research Center jointly established the “Polar Pathfinder Talent Fund†public welfare project. Recruiting core talents in polar research on a global scale, and awarding the title of “Special Researcher of Polar Pathfindersâ€, will donate 1.5 million yuan of public welfare funds each year to support the construction of China's polar scientific research talents and promote the development of China's polar industry.
Pathfinder Public Welfare Foundation warms the "Salary Village" children to school
On June 7, 2016, the Beijing Pathfinder Public Welfare Foundation, through a team of journalists and volunteers, donated the first professional hiking shoes donated to the children of Atuol Village in Liangshan, Sichuan. In the future, the Pathfinder Foundation will continue to donate new shoes to the university for 198 children in four “cliff villages†in the region.
Pathfinder Foundations donate clothing to Tibetan primary schools
Affected by the earthquake in Nepal, the former Nyalamu Town Central Primary School in Shigatse, Tibet was seriously damaged. After more than a year of the earthquake, on May 31, 268 students and 33 students from Nyalamu Primary School in Shigatse, Tibet. The teachers received a loved clothing donated by Pathfinder Children's Wear and Parker Landi Children's Wear through the Pathfinder Foundation, and enjoyed a warm Children's Day. "
2016 annual consolidation operation and outlook for 2017
The “Handheld Pathfinder†project is the key to the Pathfinder's comprehensive service platform to provide members with a comprehensive and healthy lifestyle. During the implementation of the project, all employees will actively cooperate with the project construction. Pathfinders will continue to lead the advancement and development of the outdoor industry by building a ecosystem of handheld pathfinder communities!
In the future, Pathfinder can not only provide users with professional outdoor products, but also integrate the online and offline resources to provide the public with all-round, multi-level sports and travel services with the concept of returning to nature and surpassing their own life experience. The vision of “Let everyone have a healthy lifestyle and let life be wonderful because of transcendenceâ€.
Waffle fabric is generally made of cotton yarn, silk and other raw materials. After finishing, the cloth surface forms a diamond or square pattern. Because the pattern is very similar to waffles, it is called waffle cloth. It is used more in work clothes and bedding. Waffle is suitable for washing and machine washing both. It is not easy to pilling and shed. The style of double-sided fabric is unique, and the fabric has obvious moisture absorption and ventilation effect. Waffle fabric can be used both on the front and back, and it is easier to keep than ordinary velvet, and not easy to deform.
Waffle
Shaoxing Concord Textile Co., Ltd. , https://www.ctknit.com