Pathfinder Sheng Faqiang: How Do Traditional Enterprises Become Internet?

In 2013, Pathfinder set up the goal of outdoor service providers from simple outdoor products distributors.

In 2014, Pathfinder began to cut into the vast market of tourism through a series of strategic investments.

In 2015, Pathfinder released the "Pathfinder ecosystem" strategy, which will serve users with big data.

Are we familiar with the Pathfinder? In an interview with Sheng Faqiang, the chairman of the road explorer in March 23rd, the Pathfinder chairman said: "the strategic expansion of Pathfinder is not to outdoors, or to dilute the market for outdoor products. Instead, we accumulate users through such an ecosystem to increase the input of outdoor services or outdoor sports activities."

Pathfinder in the outdoor products industry for seven consecutive years, sales and sales revenue are the first place. Over the past few years, the business mode is around products and channels. But the Internet has changed, and the environment has changed dramatically. The previous business channels have been difficult to sustain.

In the future, the way out of a commercial enterprise is strong and strong. There are three paths: the first is to build up the reputation of the product with the most products, the second to serve the community with creative products, and the third to serve the customers in the ecosystem.

The "ecosystem" that Pathfinder is now building is not based on enterprises, but based on users.

Demand.

In the future, the range of business that Pathfinder can provide will expand from outdoor products to outdoor activities, including outdoor service agencies, outdoor cultural communication, travel agencies and vertical electric providers.

Outdoor products will become one of the contents of outdoor activities and travel services.

What is the "ecosphere" of the Pathfinder?

The eco circle around the public's healthy lifestyle consists of three business segments.

The first sector is a multi brand outdoor goods section mainly based on Pathfinder, Arnold and Discovery Expedition, including outdoor goods, wearable devices, online and offline interactive shops, and retailer resources. The second sector is outdoor travel service, including outdoor community, travel agencies, outdoor cultural dissemination, camping sites development, vertical electricity suppliers, etc. the third is sports and sports section, including sports community, sports events, sports media, and intelligent fitness management.

The three sections are relatively independent, while they are interrelated and shared in the process of building user data and analyzing user behavior.

The internal links between the three plates are all based on the outdoors.

One is outdoor travel, the other is outdoor sports. They all focus on people's healthy lifestyle, and their internal mechanism is convergence.

Among them, the boundary between outdoor sports and outdoor travel is not so clear. It is an expression of users' way of life.

From the perspective of users' needs, there are intersections between the three. By setting up an integrated system platform, Pathfinder can achieve systematic management of users' data and satisfy users' needs in many ways.

Sheng Faqiang hopes to provide a comprehensive three-dimensional service for the users of the Pathfinder. From the suggestion of equipment configuration to the route planning and the needs generated after arriving at the destination, they can support and maintain them to help them achieve a healthy lifestyle.

The change of angle will make the mission of the Pathfinder no longer be an international sport brand, but become a beneficial promoter of the mass movement, natural travel and healthy lifestyle. It will become the most integrated platform for Chinese outdoor enterprises in the future.

Sheng Faqiang said that in the course of exploring the Pathfinder, the latest thinking is to become a platform company, as an industrial resource integrator and investor, to attract more dynamic entrepreneurial enterprises to join them, and become the enterprises that enable entrepreneurs to give full play to their autonomy and passion.

Of course, this means that the original Pyramid structure was broken. In 2014, Pathfinder opened up internal organizational pformation. According to the consumption segmentation needs of different outdoor product categories, we completed the establishment of six major departments, such as hiking, travel, mountaineering, Discovery, ACANU and smart wearable business department, and built more efficient flat management mode and innovative marketing mode to stimulate the enthusiasm and initiative of employees.

The original business sector of the Pathfinder is also conducting internal marketing, which is called "internal entrepreneurship".

When employees think that they have good change ideas, they can find investment departments, and if feasible, they can set up projects.

By fully empowering, motivating everyone in the team, rather than being obedient, this change will stimulate everyone's small unit energy and big organizations will have better development.