高管离职背后：始祖鸟，增长变难

Core Insights - The Greater China region has become the largest market for Amer Sports, with a significant revenue increase of 42% year-on-year in Q2, reaching $410 million (approximately 2.92 billion RMB) [5][9] - The brand Arc'teryx is identified as a key growth driver for Amer Sports, contributing to the overall performance of the company [5][9] Financial Performance - In Q2, Amer Sports' revenue from the Greater China region grew to $410 million, while EMEA and North America saw growth rates of 18.5% and 6.3%, respectively [5] - The Technical Apparel segment, which includes Arc'teryx, reported a 23% increase in revenue to $510 million, while Outdoor Performance and Ball & Racquet segments also showed positive growth [5][6] Market Dynamics - The competitive landscape in the Chinese sports market is intensifying, with local brands like Anta and Li-Ning rapidly gaining market share [10][12] - The outdoor sports market in China is becoming a focal point for competition, with major brands like Nike increasing their focus on this segment [14] Management Changes - Ivan She, the General Manager of Arc'teryx Greater China, has left the company, and Jeffery Ma is currently acting in this role [2][3] - This marks the second executive change in the Greater China region within a year, indicating potential instability in leadership [2][3] Strategic Challenges - The high-end market, where Arc'teryx operates, is facing challenges, with luxury brands reporting mixed performance in China [13] - Amer Sports anticipates a net store closure for Arc'teryx in China by 2025, reflecting the need for strategic adjustments in response to market conditions [15][16] Consumer Behavior - Recent sales data indicates a decline in Arc'teryx's visibility in the Chinese market, as it did not appear on the Tmall Double 11 outdoor sales leaderboard, contrasting sharply with its previous performance [17][18]