【Toread探路者是哪个国家的品牌？】

2015年7月15日，北京探路者户外用品股份有限公司改名为探路者控股集团股份有限公司。

北京探路者户外用品股份有限公司成立于1999年1月，公司通过品牌塑造与推广、产品研发设计、营销网络建设与优化、供应链整合与管理，在全国建立连锁零售网络及电子商务销售系统。2009年10月30日，探路者在创业板上市，成为全国创业板首批28家企业之一，股票代码：300005。

快速成长根源于自主品牌的梦想。探路者以“打造卓越品牌，分享户外阳光生活”为使命，将品牌定位为“追求科技创新，为勇敢进取的人提供安全舒适的户外运动装备”，广泛采用新材料、新技术、新工艺，产品覆盖户外生活各个领域。

公司持续打造“质量、创新、服务“三个核心竞争力，管理体系日臻完善，目前公司已拥有自主的研发中心，占地150平米的户外产品测试实验室也在同期落成。2008年成为“北京2008年奥运会特许供应商”、2009年签约成为“中国南(北)极考察队独家专用产品”并在2013年与中国极地研究中心签署战略协议，双方将进一步加强针对极地环境的户外装备科技研发。

结合“精细化渠道管理、深度营销”的销售策略，目前公司的营销网络已遍布全国31个省市自治区，200多个大中城市，截止2013年11月，探路者连锁经营店铺总数已达1600余家。

“共同成长、共同分享”，探路者以此文化内核为基础建立了独特的员工福利分配制度，还将分享的理念延伸到同合作伙伴、利益相关方、乃至同整个社会的关系处理上。生态环境保护和社会公益责任已经成为公司文化的重要组成部分。公司先后推出“保护藏羚羊”、“母亲水窖”、“保护滇金丝猴”等多项生态保护公益活动。在同胞遭遇自然灾害时，探路者亦积极伸出援手，汶川、玉树、雅安等多次重大地震灾害中探路者均在第一时间快速反应捐款捐物，曾被中华全国工商业联合会授予“抗震救灾先进集体”称号。

2012年，探路者启用全新的品牌主张“勇敢的心”，并签约中国著名摇滚原创音乐人汪峰为品牌代言人。无论在户外挑战还是自己的人生路中，倡导大家终结“勇而不敢”，用勇敢迈出自己从未敢迈出的那一步。

2013年，探路者多品牌发展战略深化推进，旗下电子商务品牌ACANU(阿肯诺)，及高端户外运动品牌DiscoveryExpedition稳步发展，三大品牌在品牌定位、设计风格、目标客户、细分市场等方面形成互补关系，使公司旗下产品能够更大范围地覆盖目标消费群。而探路者电子商务平台亦呈现爆发式增长，再次领先于国内户外行业其他品牌。

这是最好的时代，互联网快速发展给传统品牌发展提供新机遇。2014年，在探路者成立十五周年之际，公司也揭开了战略发展的新篇章。在互联网思维的引领下，探路者明确了一系列战略新构想，多品牌战略持续深化发展;以战略性并购的新加坡Asiatravel网站为基础，搭建服务于全球户外运动和深度体验式旅行的服务平台;并进一步加强户外垂直电商多元化、成熟化运营。一个品牌的发展，不止是赢在起点，更重要的是赢在转折点。

腾飞的梦想燃烧着二次创业的激情，公司立志从优秀迈向卓越，发展成为户外品牌综合运营服务商。

英文翻译：On July 15, 2015, Beijing toread outdoor products Co., Ltd. was renamed toread Holding Group Co., Ltd. Beijing toread outdoor products Co., Ltd. was founded in January 1999. Through brand building and promotion, product R & D and design, marketing network construction and optimization, supply chain integration and management, the company has established chain retail network and e-commerce sales system in China. On October 30, 2009, pathfinder was listed on GEM, becoming one of the first 28 enterprises in gem, stock code: 300005. Rapid growth is rooted in the dream of independent brands. With the mission of "creating excellent brand and sharing outdoor sunshine life", Pathfinder has positioned the brand as "pursuing scientific and technological innovation, providing safe and comfortable outdoor sports equipment for brave and enterprising people", widely adopting new materials, technologies and processes, and covering all fields of outdoor life. The company continues to build three core competitiveness of "quality, innovation and service", and the management system is improving day by day. At present, the company has its own R & D center, and the outdoor product testing laboratory covering an area of 150 square meters has also been completed in the same period. In 2008, they became the "Beijing 2008 Olympic Games franchised supplier", in 2009, they signed a contract to become the "exclusive special product of China South (North) polar exploration team" and signed a strategic agreement with China Polar Research Center in 2013. Both sides will further strengthen the research and development of outdoor equipment technology for polar environment. Combined with the sales strategy of "refined channel management, in-depth marketing", the company's marketing network has been spread across 31 provinces, autonomous regions and more than 200 large and medium-sized cities. As of November 2013, the total number of Pathfinder chain stores has reached more than 1600. "Grow together, share together", the Pathfinder established a unique employee welfare distribution system based on this cultural core, and also extended the concept of sharing to the relationship with partners, stakeholders, and even with the whole society. Ecological environment protection and social public welfare responsibility have become an important part of corporate culture. The company has launched a number of ecological protection public welfare activities, such as "protection of Tibetan antelope", "mother's water cellar", "protection of Yunnan golden monkey". When compatriots encounter natural disasters, the pathfinders also actively lend a helping hand. In Wenchuan, Yushu, Ya'an and other major earthquake disasters, the pathfinders are quick to respond to donations and donations in the first time, and have been awarded the title of "advanced group in earthquake relief" by the all China Federation of industry and commerce. In 2012, Pathfinder launched a brand new brand to advocate "brave heart", and signed a contract with Wang Feng, a famous Chinese original rock musician, as the brand spokesperson. No matter in outdoor challenges or in our own life, we should advocate that we end "bravery and dare not" and take the step we never dare to take with courage. In 2013, Pathfinder's multi brand development strategy was further promoted, and its e-commerce brand acanu (arkino) and high-end outdoor sports brand discovery expedition developed steadily. The three brands formed complementary relationships in brand positioning, design style, target customers, market segments, etc., enabling the company's products to cover the target consumer groups in a larger range. Meanwhile, the e-commerce platform of Pathfinder also shows explosive growth, once again leading other brands in the domestic outdoor industry. This is the best era. The rapid development of Internet provides new opportunities for the development of traditional brands. In 2014, on the occasion of the 15th anniversary of Pathfinder, the company also opened a new chapter of strategic development. Under the guidance of Internet thinking, Pathfinder has made clear a series of new strategic ideas, and the multi brand strategy continues to deepen development; based on the strategic acquisition of asiastravel website in Singapore, it has built a service platform for global outdoor sports and in-depth experiential travel; and further strengthened the diversified and mature operation of outdoor vertical e-commerce. The development of a brand is not only to win at the starting point, but also to win at the turning point. The dream of taking off burns the passion of the second business. The company is determined to move from excellence to excellence and develop into a comprehensive outdoor brand operation service provider.

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