再不打假，北面的莆田货都要没人买了

Core Viewpoint - The North Face, once a dominant outdoor brand in China, is experiencing declining sales in the Greater China market due to various competitive and operational challenges [4][6][8]. Financial Performance - For the fiscal years 2023-2025, The North Face's revenue growth in the Asia-Pacific region is projected to be 31%, 37%, and 20%, showing a downward trend [4]. - In the first three quarters of fiscal year 2026, revenue growth rates for The North Face in the Asia-Pacific region were 16%, 7%, and -1% [4]. - The parent company, VF Corporation, reported a 6% and 4% decline in revenue from the Greater China region for the third quarter and the first three quarters of fiscal year 2026, respectively [4]. Market Challenges - The North Face faces significant competition in the Chinese market from both counterfeit products and a growing number of domestic brands, leading to a loss of market share [6][20]. - The brand's image has suffered due to a lack of proactive measures against counterfeiting and a failure to maintain its brand identity [14][20]. - The outdoor market in China has become increasingly competitive, with brands like Camel and Arc'teryx gaining traction, while The North Face struggles to differentiate itself [20][23]. Consumer Perception - The North Face was once a popular choice among university students in China, often referred to as the "college uniform," but has since faced backlash due to the prevalence of counterfeit products [11][13]. - Many consumers now associate the brand with being overly common and have shifted their preferences to other brands that offer better value or unique features [11][23]. Strategic Initiatives - VF Corporation has launched the "Reinvent" plan to enhance brand building and operational performance, with a focus on revitalizing The North Face in the Asia-Pacific market [26][28]. - The North Face has opened new high-end concept stores and membership centers in key cities to strengthen its brand presence and engage with consumers [28][30]. - The company aims to expand its store network and improve localized operations, with plans to upgrade around 30 stores in China by the end of 2025 [30].