实探门店｜消费者爆买的始祖鸟，烟花秀事件后市场蛋糕会被瓜分吗

Core Viewpoint - The recent fireworks event organized by Arc'teryx in collaboration with artist Cai Guo-Qiang in the Himalayas has sparked significant controversy, leading to public backlash and apologies from both parties involved [1] Group 1: Company Response and Consumer Sentiment - Arc'teryx and Cai Guo-Qiang issued apologies following the backlash from the fireworks event, and local authorities have initiated an investigation [1] - Despite the controversy, consumer sentiment appears mixed, with some expressing disappointment in the brand's marketing decisions, while others continue to shop at Arc'teryx stores without noticeable impact on sales [1] - A visit to an Arc'teryx store revealed steady customer traffic, with no immediate signs of sales decline due to the fireworks incident, and discounts ranging from 70% to 90% [1] Group 2: Financial Performance and Market Position - Arc'teryx's parent company, Amer Sports, reported a revenue of $5.183 billion in 2024, with the outdoor functional apparel segment, including Arc'teryx, achieving a 36% year-on-year growth to $2.194 billion, making it the highest revenue-generating segment [3] - In 2024, the Greater China region generated $1.298 billion in revenue for Amer Sports, while the Americas and EMEA regions generated $1.859 billion and $1.513 billion, respectively [3] - By 2025, Greater China became Amer Sports' largest market, with a 42% revenue increase to $410 million, while the Americas saw a 6% increase to $395 million [3] Group 3: Competitive Landscape - The outdoor high-end market is becoming increasingly competitive, with Amer Sports planning to close some underperforming Arc'teryx stores in Greater China while focusing on opening larger, higher-quality stores [5] - The company aims to reduce discounting and outlet sales, as lower outlet sales negatively impact overall sales performance [5] - Competitors like Tmall, which has secured exclusive rights for several international outdoor brands, are emerging, posing a challenge to Arc'teryx's market position [6]