In recent years, due to the impact of the epidemic and the restriction of outbound travel, people's travel demand has begun to shift to outdoor tourism with multiple attributes such as sports, tourism, leisure and social networking, and has shown a continuous upward trend. Taking the 2020 data released by the tourism platform as an example, the popularity of camping increased by 303.5%, and the popularity of hiking and cycling also increased by 32.6% and 21.7% respectively.
The heating up of outdoor tourism has directly led to the growth of outdoor sporting goods consumption. According to a survey by the commercial data platform Statista, from 2018 to 2020, the global outdoor sporting goods market revenue increased from $107.2 billion to $161 billion, and is expected to grow to $244.6 billion in 2025. According to COCA data, the scale of the mainland outdoor products market is growing rapidly. From 2002 to 2019, the average annual retail sales growth rate of the mainland outdoor products market was 29.23%, and the average annual total shipment growth rate was 28.87%, and the market size exceeded 25 billion yuan by 2019. However, from the perspective of per capita consumption, the annual per capita consumption of outdoor activities in the mainland is less than 20 yuan, while the per capita consumption of developed countries in Europe, the United States and Asia is between 300 yuan and 800 yuan.
With the further improvement of people's quality of life, outdoor sports atmosphere and the gradual development of living habits and other factors, China's outdoor sporting goods market will grow rapidly in the future. In the face of such development potential and market opportunities, how should domestic outdoor sports brands establish advantages? Preempting the market is critical. In the face of such an opportunity, the domestic outdoor sports brand Pathfinder is very proactive and has been deeply involved in this field for many years.
user
Create a "pan-outdoor" concept, and the application scenarios are constantly broadened
According to the China Outdoor Alliance, as of 2019, 130 million people on the mainland participate in hiking, leisure outdoor and other sports every year. With the improvement of public perception and living standards, this number is constantly being raised. The huge number of participants means that outdoor sports are no longer the "exclusive" of specific groups of people.
Pathfinder launched the "So Wild" series of themed posters in March.
In March this year, Pathfinder released a number of posters with the theme of "Such a Wild Trip", proposing the concept of creating a "pan-outdoor", which is creating a new trend while narrowing the distance with young people. Taking the pathfinder 'Such Wild Travel' theme poster as an example, from Tang Dynasty band lead singer Ding Wu, new generation actor Zhang Shihui, senior editor Guo Bold, to the "women wild" theme poster released before Women's Day, Pathfinder conveyed a concept: the outdoor is not only professional and niche, but depends on every group who loves the sport.
Since 2009, Pathfinder has assisted China's Antarctic expeditions, and in 2016, it has established cooperation with China Aerospace in various fields. In December 2020, the Chinese Everest survey team successfully reached the summit wearing pathfinder equipment. If it is said that through the creation of the concept of "pan-outdoor", the public's cognition and inherent thinking of traditional outdoor equipment can be broken, the cooperation between Pathfinder and "China Aerospace" and "Polar Expedition" in many fields is a high-end extension of the application scenarios of outdoor products.
The three Shenzhou 13 astronauts wore pathfinder cabin suits on the space station. Screenshot of CCTV news client
products
Use science and technology to create advantages and lay out in the direction of intelligence
More than a dozen products followed the astronauts of Shenzhou XII and XIII to travel through space; many equipment became the guarantee for scientific expeditions to work in the extreme climate of the earth's three poles (Antarctica, Arctic and Mount Everest) ... Such confidence comes from the layout of Pathfinder in scientific and technological research and development.
Wei Wenliang, former secretary of the Polar Expedition Office of the State Oceanic Administration, once used "climbing to the peak" to describe the research and development achievements of Pathfinder in recent years. Taking the pathfinder providing a full set of work clothes for the Chinese North and South Pole expedition team as an example, the equipment of the expedition team members in addition to warmth, windproof, moistureproof, fabric to wear and tear, but also has very high requirements for breathability and comfort. Pathfinder's TiEF PRO waterproof and moisture-permeable environmental protection technology solves these problems very well, and the inner layer of its cold clothing retains 80% of the heat preservation effect when it is wet.
Pathfinder signed a contract with the China Polar Research Center and continues to be the product of choice for China's Antarctic expeditions. Courtesy of Pathfinder
On December 21, 2021, Pathfinder launched a special clothing - Beidou edition of the cold suit, this equipment specially added beidou satellite navigation and positioning module, providing a variety of functions including automatic planning of navigation routes, viewing recent footprint information, setting up security fences, positioning at any time and so on. This not only realizes the practical application of "China Beidou satellite navigation system" in the field of outdoor clothing, but also an attempt to intelligentize China's outdoor clothing.
In February this year, Pathfinder announced that Beijing Core, an analog chip design company focusing on the display field, completed the industrial and commercial change registration procedures and related delivery procedures and officially became its holding subsidiary. In the eyes of the outside world, pathfinder's blessing with the help of high-tech chips will help its layout of outdoor camping scenes and outdoor sports scene solutions.
No matter what kind of "black technology", the product is the most authentic presentation. Pathfinder has reorganized the brand structure and core content, launched a number of IPs including aerospace pathfinder, polar pathfinder and mountaineering pathfinder, and successively launched the main aerospace style "external gravity" series of products, limited edition replica polar cold suits, and Beidou version of cold suits in 2021. These products apply the results of scientific and technological research and development to everyday scenes, and also find a balance between outdoor sports and urban life scenes for pathfinders.
As Pathfinder's new brand Slogan: Be brave enough to explore. In the field of product technology is exploration, breaking the boundary between outdoor and trend is exploration, and deep cultivation in the outdoor sports market is the direction that pathfinder has been exploring and striving for.
Beijing News reporter Wang Jisong
Edited by Wang Chunqiu Proofreader Wang Xin