Pathfinder Is Trying O2O From Many Angles.

< p > from 2007, the pathfinder was designated as a licensed manufacturer of the 2008 Olympic Games. It was successfully listed in 2009 and sponsored the north south polar expedition. The Pathfinder relies on their own TieF technology, which is the product of outdoor industry.

By 2014, Pathfinder has been selling the same products in the industry for the first time in six consecutive years.

At the 2014 German exhibition, the TieF PRo multi-purpose hiking shoes, independently developed by Pathfinder, won the equipment award in Asia.

So far, Pathfinder has opened about more than 1600 stores in more than 300 cities.

It is precisely because of the accumulation of more than a decade of online and offline success, it has also created a rapid development of its online.

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The Pathfinder had some cooperation with Jingdong early, but it was only limited to purchasing cooperation, which was similar to the way of affiliate and distribution under the P.

Pathfinder's real "electric shock" began in 2011.

In addition to doing some acquisition with Jingdong and Amazon, similar to the dealer's mode, the July Pathfinder in 2011 officially started flagship store on Tmall.

At the end of 2011, the Explorer opened the distribution of Taobao, now on the Internet, including some other platforms, and the Explorer has about more than 500 stores.

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< p > 2011, the Pathfinder formally established the electricity supplier department. In 2011 and 2012 to 2013, the entire electricity supplier turnover was developing rapidly, and the support of the company was also very large.

In 2011, the business department of the single Pathfinder made about forty million yuan. By 2012, it had made 1.2 billion yuan. In 2013, the electricity supplier of the Pathfinder Department paid nearly 300 million.

The most typical of them is the "double eleven" year. The Pathfinder started 3 million 400 thousand in 2011 and 23 million 600 thousand in 2012.

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< p > Liu Yanli said: "we really understand the competition and pressure of" double eleven "in 2013.

In 2011 and 2012, we only had to get the goods ready, and then all the customer service and the internal coordination of the whole company were well coordinated. Almost no competition was felt. The sales volume was almost done.

In 2013, in fact, we are facing a real challenge. In 2013, the double eleven Tmall store made 77 million 490 thousand, plus some of our other stores, including our distributors. The whole 2013 is a very big year for the Pathfinder to pform and challenge the electricity supplier.

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< p > since 2012, Pathfinder has focused on < a href= "//www.sjfzxm.com/news/index_c.asp" > o2o mode < /a >.

In fact, Pathfinder tried this pattern earlier.

From the end of 2010, the Pathfinder had a series of new project plans. Then, in 2011, Pathfinder carried out some technological development, and in July 6th of 2012, Pathfinder quietly went to a project of official website.

The earliest attempt was on the mode of near shipment, online sales and offline delivery.

At that time, the Pathfinder only made some changes from the business mode, so the Pathfinder did not popularize the project on a large scale. As a result, the project of the Pathfinder did not succeed because the shoe clothing category may not be the same as other industries.

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< p > Liu Yanli said: "we concluded the reasons for not being successful. There are two points: first, most of the franchisees were involved in the franchise mode, and our franchisees were still unaware of the electricity supplier in 2012.

When it comes to o2o, it is very directly considered to be a conflict of interest between online and offline.

In 2012, the franchisee could not understand what was going on online.

The most intuitive idea is that online grabs their business.

So in 2012, the franchisees who worked with us were not very many.

Another very important reason is that shoes and clothing have low season and high season. In the off-season, businessmen have a very high degree of willingness to cooperate. He will give you a lot of stock and let you make a supplementary sale for him.

In the busy season, he doesn't sell himself enough, so marketing is very difficult at this time.

This is the two reason why we did not succeed at that time. "

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< p > "beginning in 2013, we made a complete" a href= "//www.sjfzxm.com/news/index_c.asp" differentiation "below /a.

Another point is that in the first half of 2013, we allowed franchisees to participate in some of our Tmall distribution. Now the franchisees on the line have opened their own franchised stores and franchised stores on Tmall.

The commodities of the channel also handled some differences. In July 2013, we invited some franchisees to participate in some online sales in spring and summer ordering meeting.

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< p > at that time, people did not yet understand this online sales mode. Their willingness to participate was not very high. Of course, some people were willing to try something new, so they took part in it.

At that time, we also learned about some of your ideas and situations, and made some combing of online data, and made some sharing with partners on the line.

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"P >" Tmall's sales in the whole industry in the second half of 2012 to the first half of 2013 are almost 9 billion.

At that time, we asked all franchisees a question: if we do not go to the electricity supplier, will the 9 billion disappear? The answer is no, the Pathfinder will not do it, then the other brands will do it, and we will lose this cake.

So the concept we have instilled with us is that the market is very large, not that the market will disappear if our Pathfinder fails, and the business under your line will not be affected.

We also made an analysis from the source of the whole consumer. From the perspective of the line, the difference between the north and the south of our consumers is still great, and the sales in the north area will be better.

But from the source of online consumer groups, consumers in North and South regions are quite balanced.

As for age, the age of consumers on line is relatively young, which is different from the age line.

Now there are nearly 400 Taobao C stores in our existing distributors, and we have more than 40 B stores.

We are very surprised to find that from the second half of 2013, our franchisees are very active in online sales. They will find different ways of operation and know more about online sales rules.

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The P, a pathfinder order, will be put forward in the autumn and winter of 2013 to let you order some custom made items that can be sold online and sold online.

Liu Yanli found that in 2013 autumn and winter orders, the franchisees under the line signed up very enthusiastically, volunteered to participate in online sales.

Some join Chambers ask a lot of questions and gradually become more professional.

Pathfinder in 2013 some attempts, from the sales point of view, is trying to offline franchisee interaction mode.

Some franchisees have already started playing o2o, and they are doing some interaction with their stores in their own area.

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Pathfinder bought a website in Singapore in 2013, and bought green field in 2013. Green field is the best website in the industry in the world now. P

The Pathfinder will interact with the green field. For example, the Offline Explorer can provide a club for the green field. The two floor of the shop under the Pathfinder line is a renovated outdoor club mode, which can provide a collection site for the green field leaders, or even provide some of their gifts and some outdoor equipment needs.

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"P" online Pathfinder collaborated with Greenfield in another mode. "We hope that his team will open some C stores to drive some sales on our online distribution.

At the same time, we will provide him with some special styles to provide some special needs of their route, which can satisfy their experience of commodities. Their production is B u s i n e s s c o l o, and this is a very good complement to each other.

Liu Yanli said.

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Pathfinder < /a >, the o2o model has been trying, like the Pathfinder's name, will take a brave heart and explore this road continuously.

Liu Yanli said that the Pathfinder has made the official website a APP. This APP website is a collection of various kinds of information that you need to find when you travel outdoors. In addition, an official shopping mall will be loaded on the APP.

From o2o to o2M, there will be some exploration and active participation in different directions and different points.

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