曾做到类目第一，这商家也扛不住了

Core Viewpoint - Bain Capital has initiated an evaluation for exiting its 60.5% stake in Canada Goose, marking the end of a 12-year investment cycle, as the brand's market value has plummeted over 80% from its peak of $7.8 billion to $1.39 billion, primarily due to sluggish sales growth [2][20]. Group 1: Sales Performance and Market Dynamics - Canada Goose's sales growth has drastically declined from 21.54% to 1.1% over the past three fiscal years, with the brand struggling to maintain its high-end positioning amid increasing competition [2][20]. - The brand's revenue in the Greater China region, which had previously surged to CAD 422 million, only saw a slight increase of 1% to CAD 427 million in the following fiscal year, indicating a significant slowdown [6][20]. - Despite attempts to leverage live-streaming sales on platforms like Douyin, the brand's growth trajectory remains challenged, with live-streaming contributing only 7.9% to revenue growth in the Greater China region [6][20]. Group 2: Brand Positioning and Strategy - Canada Goose originally transitioned from a workwear manufacturer to a luxury fashion brand in 2001, with Bain Capital acquiring a controlling stake in 2013 for $250 million, aiming to elevate its market presence through strategic marketing [3][20]. - The brand's pricing strategy, which relied on a three-tier premium model, has been undermined by the introduction of discounting practices and a shift towards lower-priced items, diluting its luxury image [10][12]. - Competitors like Bosideng and KAILAS have adopted more flexible product strategies and pricing models, allowing them to better respond to consumer demands and market trends [11][30]. Group 3: Competitive Landscape - Domestic brands are increasingly capturing market share, with 85% of the top 100 brands on Douyin in 2024 being local, highlighting the structural challenges faced by international luxury brands like Canada Goose [21][22]. - The rise of local competitors is attributed to advancements in technology, supply chain efficiency, and a better understanding of consumer preferences, which have allowed them to offer competitive pricing and innovative products [24][25][30]. - Canada Goose's struggle to adapt to the evolving market dynamics and consumer expectations has led to a perception of being out of touch, further complicating its competitive position in China [20][30].