Exclusive Interview With Sanfo Outdoor Founder Zhang Heng

"P" and "a href=" //www.sjfzxm.com/news/index_c.asp "> outdoor brand" /a "stores in the country's large-scale replication expansion, the outdoor retail chains can not be replicated. At present, Sanfo outdoor is the only outdoor retail chain store in the country. The Sanfo has 16 years of outdoor outdoors and now has 34 chain stores in 10 cities nationwide.

Zhang Heng, founder of Beijing Sanfo outdoor supplies Limited by Share Ltd, said Sanfo outdoor hopes to have 100 direct stores, but at present, Sanfo's outdoor personnel and organizational structure is not enough to cope with large-scale development, and funds and personnel have become the bottleneck of development.

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< p > < strong > fund pressure still exists < /strong > < /p >.

< p > "although the total volume is still increasing, the growth rate has slowed down."

Zhang Heng said that the outdoor industry began to "slow down" from the 2014 spring and summer ordering meeting held by the major outdoor brands this year.

In the past few years, the growth rate was over 40%, probably at 20%-30% this year.

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At the same time, the growth rate of the outdoor industry is slowing down, while the rent of the house is increasing gradually.

Zhang Heng told the Beijing Commercial Daily reporter that the rent increase of several shops in Ma Dian bridge business area was not obvious, but in other cities' core business circle, the rent was higher.

For example, the Wuhou Temple store in Chengdu and the Xinjiekou store in Nanjing.

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< p > to ease the financial difficulties, Sanfo outdoor introduced 50 million yuan in 2008 and 2010 respectively.

In Zhang Heng's view, although the revenue of < a href= "//www.sjfzxm.com/news/index_c.asp" > Sanfo outdoors < /a > is pretty good, maybe only the listing can reverse this situation.

In March last year, Sanfo was still waiting in line to declare materials in the small and medium-sized board.

In addition to funding constraints, Zhang Heng admits, "there is no intention of opening up, and Sanfo outdoor team building and staffing is not enough to cope with its massive expansion."

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< p > < strong > strengthening "big shop" in parallel < /strong > < /p >

< p > to cope with the tight financial situation, Zhang Heng adjusted Sanfo's outdoor business strategy to open a small store in the core business circle and set up a large flagship store outside the city center.

Zhang Heng explained that although the core business circle has many passengers and a strong consumption atmosphere, the rent is high, so small businesses focus on revenue, while large flagship stores are far away, but they can train consumers to spend their destinations.

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This year, Sanfo outdoor opened a new store in Chengdu and renovated two stores in Changchun and Shanghai. P

Zhang Heng revealed that the new shop in Wangjing, Beijing, is being renovated and will open next month.

In addition, Suzhou will open a flagship store.

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< p > the Beijing Commercial Daily reporter has counted the number of Sanfo's outdoors in recent years. Of them, there were only 5 stores in 2001-2006 years, 12 new stores in 2007-2008 years, 17 new stores in 2009-2011 years, and only 2 stores opened last year.

Zhang Heng plans to open 3 new stores nationwide this year, only Suzhou is a new city.

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< p > China Textile Business Association outdoor products branch released data. Last year, the total retail sales of outdoor stores totaled 14 billion 520 million yuan, 3 billion 440 million yuan, an increase of 12.42% over the same period last year, and total retail sales of shopping malls amounted to 8 billion 530 million yuan, up 25.26% over the same period last year.

Zhang Heng believes that although today's shopping mall as a traditional channel is still very strong, but in the long run, the comprehensive outdoor professional shop is the most suitable channel for outdoor products sales.

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< p > < strong > electricity supplier is developing trend < /strong > < /p >.

< p > in addition to the strong competition of traditional commercial channels, outdoor professional stores are also squeezed by electricity providers.

Zhang Heng believes that although Sanfo outdoor is still dominated by physical stores, the electricity supplier is the trend of its future development, and its sales growth rate is much faster than that of physical stores.

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< p > < < a href= > //www.sjfzxm.com/pioneer/ > > Zhang Heng < /a > it seems that if we do not make use of the electricity supplier, the electricity supplier will become a threat and competitor. On the contrary, the electricity supplier will become a new channel to help develop.

At present, in addition to its own online platform, Sanfo outdoor has entered the mainstream B2C e-commerce platform such as Jingdong and Tmall.

Zhang Heng introduced Sanfo outdoor sales in the electricity business last year to 10 million yuan, and this year's target is 20 million yuan.

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< p > although Zhang Heng thinks e-commerce is the future development trend of outdoor industry, he admits that e-commerce occupies only about 5% of Sanfo outdoor sales at this stage.

In this regard, Zhang Heng explained that for Sanfo households, more than 200 of the brands currently sold, of which more than 60% are foreign high-end professional brands, and the price of these brands is not suitable for mainstream online shopping crowd.

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