“身份标签”不灵了？始祖鸟7800元马年限定款新品上线秒光，闲鱼上却有人平价转让，业内人士：消费者更关注性价比

Core Insights - The launch of the Year of the Horse limited edition RUSH series by Arc'teryx did not generate significant market excitement, contrasting with previous years' releases [1][4] - The RUSH jacket sold out quickly at a price of 7,800 yuan, but the resale market did not reflect the usual premium, with many sellers listing items at original prices [3][5] Group 1: Product Launch and Market Response - The RUSH jacket, priced at 7,800 yuan, was released on January 1, 2026, and sold out rapidly, indicating initial consumer interest [1] - Despite the quick sell-out, the secondary market showed a decline in resale prices, with some sellers listing the jacket at its original price, indicating a reduced premium compared to previous years [3][5] Group 2: Consumer Behavior and Market Trends - The decline in the resale market reflects a shift in consumer sentiment, with a more cautious approach to spending on high-end sportswear and durable goods [3][7] - Consumers are increasingly focused on value for money and immediate emotional satisfaction rather than impulsive purchases of high-priced limited editions [7] Group 3: Brand Strategy and Market Position - Arc'teryx has shifted from its traditional Alpha SV model to the RUSH jacket, which targets a broader outdoor sports audience, emphasizing versatility and accessibility [8][11] - The brand's previous success in the Chinese market was driven by limited releases and collaborations, but current market conditions require a reevaluation of its growth strategy [11][14] Group 4: Competitive Landscape - Arc'teryx has fallen out of the top twenty in outdoor sales on Tmall, with domestic brands gaining market share, indicating increased competition [14] - The brand is adjusting its business structure by establishing a footwear division and increasing investment in women's products, aiming to expand its consumer base [14]