以下文章来源于娱乐独角兽 ，作者吴玖玖 娱乐独角兽 . 聚焦于文娱领域创业和深度公司报道，发掘下一个娱乐产业的"独角兽"。致力于打造娱乐+互联网跨领 域新媒体平台。在这里，发现"娱乐独角兽"！ 来源丨娱乐独角兽（ID： yuledujiaoshou ） 作者丨 吴玖玖 编辑丨 糖炒山楂 图源丨Midjourney 一场在喜马拉雅山脉燃放的烟花，把始祖鸟推上了舆论的风口浪尖。短短48小时舆情急转直下，"尊 重自然"的品牌人设被置于公众审视之下。 9月19日，始祖鸟与当代艺术家蔡国强合作，在海拔5500米的西藏高原点燃名为《升龙》的烟花秀， 试图以宏大视觉强化高端叙事。活动预热时，品牌还以"向上致美""走进喜马拉雅"为主题，营造艺术 与自然对话的意象。但当烟花在雪山与植被之间炸开，公众看到的却是另一幕：生态环境的潜在破 坏，与品牌多年来反复强调的"尊重自然"价值观形成强烈反差。 舆论爆发几乎在一夜之间，微博话题阅读量突破1.3亿。环保人士、户外玩家和普通网友的声音交织 在一起，让这场原本设定为艺术营销的事件，瞬间转变为一场公关危机。始祖鸟和安踏的迟缓反应， 更被视作"错过黄金24小时"的典型。 始祖鸟并非没有长期 ...

本文来自微信公众号： 秦朔朋友圈 （ID：qspyq2015） ，作者：霍中彦，题图来自：视觉中国 多年以后，或许仍会有品牌人记得今年9月的社交媒体声浪。前后不到半个月，西贝、始祖鸟两大行 业翘楚，横遭大变。这不仅是两个品牌的个例，倘若拉长时间线和视野宽度，这可能是一个大变局的 开端，就是在品牌运营领域，"登味营销"迎来全面垮塌，而对品牌老板的核心要求也在发生代际更 迭。 两个案例的场景并不相同。西贝是被动防御产生危机，始祖鸟则是主动出击造成危机，但背后企业家 的行为机制，显示两者有一个核心共同点，那就是决策者都失去了对社会情绪的体感，以至于在外人 看来，他们是眼睁睁跳入火坑，而且这种进入姿势匪夷所思，无需太多专业，仅凭常识即可辨别。 哪里出错了？有人从老板信息茧房角度解释，这固然是所有成功老板们穷其一生要修炼的功课，但在 内功之外，还有另外一个外部视角，那就是中国的媒体结构和传播环境已经剧变，原本基于工业媒体 的传播模式，以及基于这一模式畅行无阻的"登味营销"，已经进入消亡倒计时。 一、登味营销曾为主流 "老登"这个词这两年很流行，年轻人用它嘲讽掌握一定权势但傲慢顽固的大叔们。一旦老登开始向年 轻人训话，或 ...

Group 1 - The outdoor brand Arc'teryx, known as the "Hermès of the outdoor world," faced significant backlash after a fireworks event in the Himalayas on September 19, which was a collaboration with artist Cai Guoqiang [2] - The fireworks show, titled "Ascending Dragon," was intended to celebrate beauty but quickly became a subject of public outrage, leading to the deletion of videos by both Arc'teryx and Cai Guoqiang on the same day [2] - On September 21, Arc'teryx issued apologies, but the inconsistency between their domestic and international apology statements caused further controversy, with the overseas English apology being perceived as "shifting blame" to the Chinese team [2] Group 2 - Following the incident, Arc'teryx's market presence in China has significantly diminished, indicating a potential loss of consumer trust and brand reputation [3]

Group 1 - The article discusses the increasing competition faced by Arc'teryx as it transitions from a niche brand to a more mainstream one, with new entrants like Tmall's distributor, Tabo, entering the high-end outdoor market [1] - Tabo has secured exclusive operating rights for several international brands in Greater China, including the Canadian trail running brand norda™ and the Norwegian outdoor brand Norrøna, which is seen as a strong competitor to Arc'teryx [1] - The article highlights that Norrøna's prices in overseas markets are higher than those of Arc'teryx, indicating potential for market share competition if Tabo manages the brand effectively [1] Group 2 - Following the "fireworks show" incident, foot traffic at Arc'teryx's store in Shanghai's Qianpu District remains stable, with no significant impact observed on sales [1] - The store's sales personnel reported that customer traffic during the weekend was similar to previous weekends, with discounts on various products ranging from 70% to 90% [1] - Nearby competitors, KOLON SPORT and THE NORTH FACE, also managed by Anta, have implemented crowd control measures, requiring customers to wait outside to enter, indicating a high demand for these brands [2]

Core Insights - The article discusses the importance of understanding the "jianghu" (江湖) concept in public relations for companies, emphasizing that many enterprises fail to grasp this, leading to poor crisis management [4][5][7] - It highlights the difference between companies that can effectively handle crises and those that cannot, attributing this to their understanding of social networks and relationships within the media landscape [3][5][7] Group 1: Understanding "Jianghu" - Companies need to recognize the significance of "jianghu" in public relations, which involves understanding the social dynamics and relationships within the media [5][7] - The article points out that many large companies lack the necessary connections in the media, making them vulnerable to crises [5][7] - The concept of "jianghu" is broken down into three stages: entering the circle, maintaining face, and being sincere [5][16] Group 2: Importance of Networking - Successful public relations require individuals within companies to be well-connected in the media circle, as this can significantly impact crisis management [6][7] - The article mentions that many companies focus on internal competition rather than building external relationships, which is detrimental in times of crisis [7][8] - It emphasizes that having a strong network can provide crucial support during challenging times, as seen in the cases of companies like Huawei [11][13] Group 3: The Role of Face and Sincerity - Maintaining face is crucial for companies, as it influences how they are perceived by the media and the public [10][11] - The article argues that sincerity in communication and relationships is more valuable than superficial gestures or high budgets [16][19] - It suggests that genuine interactions, rather than extravagant events, foster better relationships with media professionals [18][19] Group 4: Crisis Management - Companies that fail to understand the importance of relationships often find themselves isolated during crises, leading to negative media coverage [15][19] - The article illustrates that arrogance in public relations can alienate media professionals, making it harder for companies to receive support when needed [15][19] - It concludes that the ultimate goal of public relations should be to achieve a recognition of the company's values by society, rather than merely maintaining a facade [21][22]

Core Viewpoint - The recent fireworks marketing event by Arc'teryx, named "Ascend Dragon," has sparked a trust crisis regarding the brand's environmental commitments, despite claims of using biodegradable materials and compliance with ecological protection measures [1][3]. Group 1: Sustainability Commitments - Arc'teryx has established a "Sustainability Steering Committee" led by the CEO, meeting bi-monthly to address key sustainability issues [1]. - The brand aims to reduce operational emissions by 90% and indirect value chain emissions by 42% by 2030, based on 2022 levels [2]. - The company plans to eliminate coal usage by 2025 and increase the proportion of products made with green electricity to 50% by 2030 [2]. Group 2: Community Responsibility - Arc'teryx promotes environmental concepts at the grassroots level by funding local organizations and forming strategic partnerships [3]. - The latest sustainability report is from 2022, highlighting a disconnect between the company's sustainability commitments and actual business practices [3]. Group 3: Corporate Structure and Performance - Arc'teryx is a high-end outdoor technical apparel brand under Amer Sports, which was acquired by Anta Group in 2019 [4]. - Amer Sports' 2024 sustainability report indicates that five out of ten key ESG issues are environment-related, with increasing importance on climate change and biodiversity [4]. - In 2024, Amer Sports reported total revenue of $5.2 billion, with Arc'teryx contributing over $2 billion, accounting for nearly 40% of total revenue [6]. - The company achieved a revenue growth of 14.14% in the first half of 2024, with Arc'teryx showing stronger growth than other categories [6].

Core Viewpoint - Anta's aggressive multi-brand acquisition strategy has led to significant revenue growth, but recent controversies highlight management challenges and potential risks to brand reputation [1][4]. Group 1: Acquisition Strategy - Anta has made substantial investments in various brands, including a 36 billion yuan acquisition of Amer Sports, the parent company of the brand Arc'teryx, in 2019 [1]. - In the same year, Anta acquired FILA for 314 million yuan, filling a gap in the high-end sports fashion market in China [2]. - In 2023, Anta expanded its portfolio by acquiring the women's yoga apparel brand MAIA ACTIVE and, in 2024, invested 2.9 billion USD for a 75.13% stake in the German outdoor brand Jack Wolfskin [2]. Group 2: Revenue Impact - FILA has become a significant revenue contributor for Anta, generating 14.182 billion yuan in the first half of the year, accounting for 36.79% of Anta's total revenue [4]. Group 3: Management Challenges - The rapid expansion through acquisitions has led to management difficulties, as evidenced by the recent backlash over an environmentally controversial fireworks display by Arc'teryx, which resulted in a 4% drop in Anta's stock price and a market value loss of over 4 billion yuan [1][4]. - The company faces the challenge of integrating these brands effectively, as acquisition is only the beginning, and proper management is crucial for maintaining brand value [4][5].

Core Viewpoint - The recent "explosion mountain" event organized by the brand Arc'teryx has sparked widespread public outrage due to its potential ecological damage in the fragile environment of the Himalayas, raising questions about the brand's commitment to environmental protection and cultural respect [2][8][16]. Group 1: Event Overview - The "Ascend Dragon" event involved igniting colorful fireworks from approximately 4,600 meters above sea level, reaching the summit at 5,050 meters, as part of Arc'teryx's "Towards Beauty" series [2][9]. - The event aimed to explore local culture through art, but the execution has been heavily criticized for lacking proper environmental assessments and potentially harming the ecosystem [2][5]. Group 2: Public Reaction - Social media backlash labeled the fireworks display as "earth's shingles" and "a colorful lump," indicating strong disapproval from the public [4]. - Critics highlighted the inadequacy of the brand's environmental measures, questioning the effectiveness of using biodegradable materials in such a harsh climate [5][6]. Group 3: Ecological Concerns - Experts pointed out that the high-altitude environment has a very slow decomposition rate, making the use of biodegradable materials questionable [5]. - The destruction of vegetation and soil due to the fireworks is seen as a significant and potentially irreversible ecological impact [5][9]. Group 4: Brand Strategy and Identity - Arc'teryx, under Anta's ownership, is attempting to shift its brand narrative to resonate with urban elites while maintaining its outdoor heritage [11][14]. - The brand's previous initiatives focused on environmental protection, contrasting sharply with the recent event, which has been perceived as a marketing misstep [9][16]. Group 5: Future Implications - The backlash from the event poses a serious challenge for Anta as it aims to position itself as a global brand, emphasizing the need for a balanced approach between marketing and ecological responsibility [16][19]. - The incident serves as a critical lesson for brands in understanding and respecting their consumer base, particularly those passionate about outdoor activities and environmental conservation [26][27].

Stock Performance - Anta's Hong Kong stock opened low by 4.6% and then fell over 6% on Monday [1] Brand & Reputation - Arc'teryx issued an apology letter on Chinese social media platforms, committing to review project ecological impact under government supervision [1] - The company will invite third-party assessment and remediation based on results, while promoting Tibetan environmental protection plans and cultural public welfare projects [1] Company Strategy - Anta Group led a consortium to acquire Amer Sports in 2019, indirectly owning the Arc'teryx brand [1]

Core Viewpoint - The article discusses the anti-corruption measures taken by Anta Group, highlighting the importance of maintaining integrity within the sportswear industry and the consequences of corruption [3][6]. Group 1: Anti-Corruption Measures - Anta Group has initiated comprehensive anti-corruption training for all employees, with a report indicating that as of August 2025, 74 employees were dismissed for serious misconduct, and 46 individuals were referred to judicial authorities for criminal offenses [3][6]. - The publication of these anti-corruption efforts serves a dual purpose: to enhance the company's public image and to deter potential misconduct internally [3]. Group 2: Industry Dynamics - The sportswear industry exhibits a "hierarchical disdain" where brands like Nike and Adidas are at the top tier, while Anta and Li Ning occupy a mid-tier position, and brands like 361 and Peak are at the lower tier [6]. - There is a notable salary disparity based on geographical location, with employees from major cities like Beijing and Shanghai often earning more than their counterparts in smaller cities like Xiamen, despite similar job levels [6]. Group 3: Case Studies of Misconduct - Several employees, including a well-regarded individual known as "Dye-Haired Brother," were involved in corruption and were subsequently arrested, highlighting the risks associated with positions that manage celebrity endorsements [6]. - Another case involves a member of Anta's "Champion Class," who was promoted rapidly but was later arrested for embezzlement, illustrating the potential pitfalls of rapid career advancement in a high-stakes environment [6]. - The article also mentions a female manager who faced similar consequences after a swift rise in her career, emphasizing the severe repercussions of unethical behavior in the industry [6]. Group 4: Ethical Standards - The article underscores the importance of ethical conduct in the workplace, with the author sharing personal experiences of rejecting gifts and maintaining integrity, contrasting with the actions of those who succumbed to corruption [6]. - The narrative concludes with a reminder that integrity is crucial for long-term success, as evidenced by Anta's commitment to transparency and accountability in its operations [6].