The Brand Of Pathfinder Opens Up A New World.

Public information shows that the Pathfinder formally introduced the Discovery Expedition brand in March 2013 and started in May 2013 in the e-commerce channel. In the second half of 2013, Discovery Expedition began to open stores in the first tier cities of Beijing and Shanghai. At present, Discovery in Tmall, Jingdong, vip.com and other mainstream e-commerce channels have sales.

Besides cosmetics, more brands of larger categories are pouring into the micro business field. Reporters recently got news that domestic outdoor leading brand Pathfinder has explored its micro channel through its joint venture brand Discovery Expedition.

It is understood that Discovery Expedition originates from the US Discovery discovery channel, and the Pathfinder introduced the Discovery Expedition brand to China in 2013, positioning the function of self driving equipment. Compared with the Pathfinder, the Discovery Expedition price is higher and the user group is younger and more fashionable. Its total sales volume in 2014 is about 70 million.

At the beginning of this year, Discovery Expedition formally tried micro channel and took the mode of distribution agent. Fang Liwei, the director of the micro dealer of the Pathfinder, told reporters that Discovery Expedition currently has three levels of agents. Each agent can have different delivery prices. Any agent selling a commodity can receive a certain proportion of earnings from his superiors and superiors.

Fang Liwei emphasized that unlike the other agent mode, the Discovery Expedition is completely shipped by the brand side in the micro business channel, and the distributor does not need to store up the goods. In order to prevent channel confusion, Discovery Expedition will prohibit the third tier agent and expand the next level agent.

Up to now, Discovery Expedition's Micro distributor has reached 30 thousand people, of whom about 10 thousand are shop assistants under the line of Pathfinder.

Reporters learned that the Discovery Expedition micro business background system was outsourced to the "micro assistant" App, which was developed by the original West Street Network team. The west street network itself is a small well-known e-commerce distributor in the industry. It is good at developing the sports brand e-commerce system.

There are more than others on the market. Micro shop Similar tools, micro assistant can also provide quick opening service, users can register and shop with their phone numbers, then pick up goods in the pool, upload, edit and share them. Social circle Earn profits. Reporters noted that Discovery Expedition chose a slightly aggressive low price strategy in the micro channel, and the agent could get the goods at a considerable price.

In addition to managing by micro assistant Agent team Discovery Expedition has also tried WeChat distribution channels such as praise, quantity and micro alliance to supply the suppliers with the role of suppliers. Individual users can choose the corresponding commodities in their distribution market and share them in the social circle.

Fang Liwei revealed that the overall planning of Discovery Expedition this year is one hundred million yuan, including Tmall, Jingdong, vip.com and other channels. And its sales plan for micro channel is more than the existing PC terminal business channel scale. She revealed that 60 days after the launch of the micro business project, Discovery Expedition's sales of single products far exceeded that of Tmall flagship store.

"These two days PC terminal electricity providers have obvious slowdown in the business growth trend, to grow slower under the line. The main reason for expanding micro channel is to seek more business growth. Fang Liwei told reporters.

Reporters found the Pathfinder 2014 earnings report, in the financial year of 2014, the Pathfinder business income of 1 billion 715 million yuan, its operating income in 2015 is no less than 2 billion 800 million yuan, that is, the need to achieve growth of about 63%. This figure is more difficult than traditional electricity supplier channels and offline channels.