始祖鸟环保课堂最低消费门槛10万，安踏ESG声誉遭反噬

Core Viewpoint - Anta's subsidiary, Arc'teryx, faces a significant crisis due to a controversial fireworks event in the Himalayas, leading to a notable decline in Anta's stock price [1][4]. Brand and Marketing Activities - Arc'teryx's annual brand event, "Towards Beauty," has been held for three years, focusing on high mountain culture and promoting outdoor activities [4]. - The 2023 event was held at an altitude of 3,300 meters in Yunnan, showcasing the brand's commitment to high-altitude sports and culture [4]. - The brand's core audience consists of climbing enthusiasts, and the recent incident has severely damaged its image of "respect for nature" and "Leave No Trace" (LNT) principles [4][5]. Financial Performance - Anta Group's subsidiary, Amer Sports, reported a 42% year-on-year revenue increase in the Greater China region, reaching $856 million (approximately 6.094 billion RMB) for the first half of the year [9]. - The annual revenue for Anta Group is projected to exceed 100 billion RMB for the first time, with a total revenue of 108.578 billion RMB, including Amer Sports' contribution [9]. ESG Commitment - Anta Group has been recognized for its ESG (Environmental, Social, and Governance) practices, being included in the Hang Seng ESG 50 index and achieving a high ranking in global sustainability assessments [9][10]. - The company emphasizes the integration of ESG goals into its operational management, aiming for sustainable development across its brands [9][10]. Crisis Management and Response - Following the backlash from the fireworks event, Arc'teryx issued an apology acknowledging deviations from its brand values, highlighting a disconnect between corporate ESG frameworks and brand execution [12][14]. - The incident has raised concerns about the lack of effective ESG risk management and response mechanisms within Anta Group, potentially harming its overall reputation [14].