The largest outdoor brand explorer in China announced on March 13 that it plans to invest 15 million yuan to create Beijing Harbor Outdoor Products Co., Ltd. (tentative name, hereinafter referred to as “Gulf Corporation”) with the goal of creating a new brand of e-commerce, ACANU. (Chinese name: Arkansas), and sales through e-commerce network channels.


The largest outdoor brand explorer in China

The largest outdoor brand explorer in China announced on March 13 that it plans to invest 15 million yuan to create Beijing Harbor Outdoor Products Co., Ltd. (tentative name, hereinafter referred to as “Gulf Corporation”) with the goal of creating a new brand of e-commerce, ACANU. (Chinese name: Arkansas), and sales through e-commerce network channels.

The ACANU brand will focus on the 22-28-year-old online shopping major consumer groups, highlighting the technical and design functionalities of fabrics, while also emphasizing the youthful fashion of colors and styles, and extending the use of the product environment from professional outdoor to urban outdoor. The range of use of the product will increase the frequency of purchase of the product. ACANU advocates the concept of "urban walkthrough" to provide consumers with stylish urban outdoor products with functional protection. The establishment of a new e-commerce brand is in line with the planning of the three brand strategy levels (the main brand, the leisure outdoor brand, the e-commerce brand) of the Pathfinder Company, which is responsive to and can effectively benefit from the trend of outdoor sports constantly changing from professional to large. For the company to further expand the pan-outdoor market provides greater room for development.

The core employees and key franchisees as joint ventures provide larger equity incentives for the long-term development of new brands. The announcement shows that the Pathfinder intends to jointly invest with the company's 29 core employees, 13 major franchisees at the current stage and Zhong Jiafu, an external strategic investor, to invest in the establishment of the Harbour Company. The initial registered capital of Gangwan Co. is tentatively set at 20 million yuan, which is controlled by the Pathfinder. Pathfinder Co., Ltd. plans to invest RMB 15 million in cash, which accounts for 75% of the registered capital.

Each of the 29 employees is a staff member of the Pathfinder Company Manager or above, or a supervisor-level core employee with a working age of more than 7 years. They collectively account for 14.275% of the shares of the joint venture company, including Mr. Peng Yu, Mr. Jiang Zhongfu, Mr. Zhang Cheng, Mr. Meng Yongli, and Han. Ms. Tao and Ms. Guo Junwen are the current senior management personnel of the company. At the same time, Peng Peng, Jiang Zhongfu and Zhang Cheng are the directors of the company. 13 major alliance companies at the current stage accounted for 9.75% of the shares. On the one hand, at the same time as the core employee of the Pathfinder Company and the shareholder of the new e-commerce company, the interests are more consistent, and there is more sufficient motivation to contribute to the long-term sustainable development of the company; on the other hand, it has abundant outdoor product industry management and Employee shareholders with operating experience can provide a more comprehensive and scientific development strategy and intellectual support for the development of the new e-commerce company.

According to the development plan, Gangwan Co., Ltd. will create and build a new brand of e-commerce, ACANU, strengthen the dissemination and promotion of new brands, lead the R&D of products, organize the outsourced production of controlled products, and achieve sales through e-commerce network channels. According to reports, the ACANU brand will focus on the 22-28-year-old online shopping major consumer groups.

The operating plan of the new company is in line with the development characteristics of the industry, and the management team has an improved incentive and restraint mechanism. The management and operation team of Gangwan Co., Ltd. is staffed by personnel with rich operational and managerial experience in the e-commerce industry. The initial introduction of the core operating managers of Harbor Co., Ltd. is mainly conducted by the Pathfinder Company. Harbor Company will establish an independent R&D design team and introduce outsourced design resources. The company has set up the assessment indicators for Hong Kong Bay’s major operating performance over the next three years, and will implement equity incentives for the Harbour Group based on the actual achievement of the assessment indicators. According to the performance evaluation indicators, the new e-commerce company will begin to contribute profits in 2013, 2014 is expected to usher in the performance of the outbreak. After the three-year evaluation period, if the assessment indicators are successfully reached, Pathfinder will use the registered capital of Hong Kong Bay Co., Ltd. to transfer the 8% equity held by Harbour Co., Ltd. to the Harbour Group. If the assessment index is substantially over-completed, the Pathfinder Company will, based on the specific completion status, additionally transfer the equity of not more than 7% of the registered capital of Gangwan Company to the Harbour Group. At the same time, a detailed plan was formulated to propose that if the performance did not reach the target, the proportion of equity transfer would be adjusted accordingly.

According to the data, the largest outdoor brand explorer in China signed an agreement with OKbuy, an e-commerce channel website, and the Pathfinder first entered China’s e-commerce sector “by road”. It is reported that Pathfinder will rely on a good music platform to sell its products, and Happiness will help Pathfinder to build and operate Pathfinder Taobao's official flagship store.

It is understood that Pathfinder's flagship store on Taobao has also opened, involving tents, clothing and other full-line products. Pathfinder’s chairman Sheng Faqiang said that e-commerce is facing channel and price conflicts, and Pathfinder will maintain the same online and offline prices. Sheng Faqiang said that with the changes in the way consumers shop, more and more online shoppers, Pathfinder needs to be involved in e-commerce; at the same time, online sales without geographical restrictions, can meet the Pathfinder offline channels can not cover the second and third The shopping needs of customers in cities below the grade.

Okbuy (Hello Music) won the capital of Sequoia in 2009 and completed the first round of venture capital investment. Good Luck has a cooperative relationship with many domestic and international brands of sports shoes. Lu Ming, chairman of Hao Le Buy, revealed that the company is conducting a second round of financing.

In November 2009, Pathfinder first landed on the GEM, raising 337 million yuan in funds.

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