一场烟花秀搅乱户外圈！始祖鸟翻车，凯乐石骆驼趁机圈粉

Core Viewpoint - The collaboration between Arc'teryx and Cai Guoqiang for the "Himalayan Fireworks Show" has backfired, leading to significant backlash over environmental concerns and a subsequent drop in stock price for its parent company, Amer Sports [1] Group 1: Environmental Impact - The fireworks display, intended as an artistic marketing effort, has been criticized for potentially harming the ecosystem, with ecologists warning that residue from fireworks could pollute the soil in the low-temperature environment [1] - The event contradicts Arc'teryx's brand slogan of "respecting nature," raising questions about the company's commitment to environmental sustainability [1] Group 2: Market Reaction - Following the controversy, Amer Sports' stock price fell by 5%, resulting in a loss of several billion in market value [1] - Despite some foot traffic in Arc'teryx's Beijing store, there have been reports of membership returns, indicating customer dissatisfaction [1] Group 3: Competitive Landscape - Competitors such as Kailas and Ternua have capitalized on the situation, with slogans promoting environmental responsibility, suggesting a shift in consumer preference towards brands that align with eco-friendly values [1] - The competitive response has been described as a "laying down win" strategy, highlighting the potential for ongoing market challenges for Arc'teryx [1] Group 4: Brand Positioning - Arc'teryx, once regarded alongside Lululemon as a staple for the middle class, faces uncertainty regarding the future demand for its high-priced jackets, which range from 5,000 to 8,000 yuan [1] - The ongoing "environmental card" marketing battle is expected to continue, indicating a shift in brand dynamics within the outdoor apparel industry [1]