总经理离职 始祖鸟“飞”向何处
Zhong Guo Jing Ying Bao·2025-10-22 08:09

Core Viewpoint - The article discusses the recent leadership changes at Amer Sports and its brand Arc'teryx in the Greater China region, highlighting the competitive landscape of the outdoor market and the brand's performance amidst these changes [1][4][7]. Leadership Changes - Amer Sports has seen multiple leadership changes in the Greater China region since its acquisition by Anta in 2019, with key figures like Xu Yang and Yao Jian playing significant roles in the brand's development [2][6]. - Ivan She (佘移峰) has recently left his position as General Manager of Arc'teryx in Greater China, with Ma Lei temporarily taking over the role [4][6]. - Ma Lei, who has extensive experience in the sports industry, was appointed as the Greater China President of Amer Sports in July 2023 [3][6]. Market Performance - Arc'teryx has shown strong growth in the Chinese market, with its outdoor functional apparel segment generating revenue of $5.09 billion in Q2 2025, reflecting a year-on-year increase of 23% [3][7]. - In 2024, Amer Sports achieved total revenue of $5.183 billion, a year-on-year growth of 18%, with a significant increase in operating profit [6][7]. Competitive Landscape - The outdoor market is becoming increasingly competitive, with brands like Wolf Claw and Salomon posing challenges to Arc'teryx [7][8]. - The rise of domestic brands such as Beryh and Kailas, which are gaining market traction, adds to the competitive pressure on Arc'teryx [7][8]. - The brand's recent performance during major sales events, such as Tmall's "Double 11," indicates a shift in consumer preferences, as it fell out of the top twenty sales rankings [8][9]. Strategic Insights - Analysts suggest that Arc'teryx's growth strategy has shifted from being a niche professional brand to a more mainstream fashion-oriented approach, which may expose it to risks associated with changing fashion trends [7][9]. - The article emphasizes the importance of maintaining a professional core value in outdoor branding to build consumer trust and loyalty [9].