创始人接连出走、找虞书欣代言被喷，MAIA ACTIVE变味儿了？

Core Viewpoint - MAIA Active, a women's activewear brand, faces backlash from loyal customers after signing a new celebrity spokesperson, indicating a potential shift in brand identity and consumer perception [2][4][12] Company Overview - Founded in 2016, MAIA Active targets independent, diverse new middle-class women and gained popularity with products like "waist-slimming pants" and "cloud pants" [1][4] - The brand achieved over 100 million in sales within three years and became profitable within six years, boasting a triple-digit annual growth rate and multiple rounds of financing [4][7] Recent Developments - MAIA was acquired by Anta in 2023, leading to the exit of its two founders, which has resulted in a stagnation of brand activities and a lack of new product launches [4][12] - The brand's sales growth has significantly declined, dropping from 60% in 2022 to just 4% in Q1 2023, contrasting sharply with lululemon's 61% growth in the same period [7][11] Market Position and Challenges - MAIA aimed to emulate lululemon but now faces challenges similar to those of its predecessor, as the new consumption wave fades and competition intensifies [5][11] - The brand's initial success was driven by a clear focus on high-quality, affordable yoga apparel for Asian women, but increased competition has led to product homogenization and a struggle to maintain brand identity [11][12] Consumer Sentiment - The decision to hire a celebrity spokesperson has angered long-time fans, who feel it undermines the brand's original message of inclusivity and empowerment [2][4] - The backlash reflects broader consumer trends, where the new middle class is now more price-sensitive and less willing to pay a premium for brand identity [12] Future Outlook - The acquisition by Anta could provide MAIA with resources to revitalize its brand, but the challenge remains to balance the expectations of loyal customers with the need to attract a broader audience [14][15] - The brand's ability to navigate this transition and restore its unique value proposition will be critical for its long-term success [14]