刷完雷布斯的演讲，我心里一个感受：风向真变了。以前全是红粉，现在黑粉也开始冒头。 当然，喷的人也不全是黑粉，很多认图一乐；但话说回来，瘦死的骆驼比马大，小米哪怕被喷得一塌糊 涂，一天销量照样能打。 所以我寻思着，网上看人吵来吵去没啥意思，不如自己跑去门店，摸摸这台 17 Pro Max，看看它到底几 斤几两。 1 体验咋样呢？我去了朝阳大悦城店，人挺多，气氛也热闹。 拿起小米 17 Pro Max，第一感觉是：外观和质感，确实已经非常接近 iPhone 16 Pro Max 了。 铝合金边框、屏幕观感，摸上去都不差。但真掂在手里，重量和手感还是有点区别。说不清是重心还是 细节，总之就是那种熟悉的小米味儿：几乎够了，但还差一点。 我还注意到个细节：很多路人拿着 iPhone 去对比，习惯性掂一下，然后摇摇头走人。说明外观对标没 问题，但在「高级感」这层认知上，小米还没到能闭眼信任的程度。 我朋友老苏说过一段话：苹果的平衡艺术。 每一代 iPhone，要么外强内弱，要么内稳外弱，但整体始终能保证「流畅五年」的底线。更关键的 是，它很克制：不折叠、不分屏，那些大多数人根本用不到的花活，它压根不碰。结果就是一句话：买 ...

Core Viewpoint - The article discusses the recent controversy surrounding the "Anatomy of a Mountain" event by the brand "始祖鸟" (Arc'teryx) and artist Cai Guoqiang, highlighting the challenges and missteps in brand management and marketing strategies in the luxury outdoor industry [3][36]. Group 1: Brand Collaboration and Market Positioning - A new Chinese consumer brand aimed for a global, high-end, and technological upgrade with a budget of 20 million, proposing a collaboration with Cai Guoqiang for a fireworks show, which was ultimately declined [3][5][6]. - Cai Guoqiang's refusal was based on his full schedule, high fees starting at 10 million, and preference for familiar brands, indicating his scarcity in the market [7][8][9]. - The article emphasizes that no other artist can match Cai Guoqiang's ability to embody the three attributes of globalization, luxury, and technology, making him a unique asset for brands [9][10]. Group 2: Profit Margins and Brand Value - The profit margins of luxury brands are highlighted: LV at 70%, Uniqlo at 50%, and Pinduoduo's white-label factories at 5%, illustrating the importance of brand perception in consumer willingness to pay premium prices [13]. - High-end brands invest heavily in collaborations with top artists and designers, spending billions on events to create a dream-like experience for consumers [14][15]. Group 3: Brand Management Challenges - The article critiques Anta's inability to effectively build its own brand, relying instead on acquisitions of established brands like Fila and Amer Sports, which includes Arc'teryx [16][18][20]. - Anta's strategy of repositioning and direct management of acquired brands has proven successful, with Fila turning profitable and achieving significant revenue growth [20][21][23]. - Despite the success of acquisitions, the article suggests that Anta struggles with creating compelling brand narratives and experiences, as evidenced by the failure of recent marketing events [30][32]. Group 4: Public Perception and Environmental Concerns - The public backlash against the "炸山" (blasting the mountain) event reflects a disconnect between the brand's environmental values and its actions, raising concerns about the integrity of both the brand and the artist involved [36][37]. - The article argues that the focus on commercial gain has overshadowed the brand's original values, leading to a loss of consumer trust and brand identity [36][37].

Core Viewpoint - The outdoor brand Arc'teryx faced significant backlash for hosting a fireworks event in the ecologically fragile Tibetan Plateau, leading to public outrage and a sharp decline in its parent company Anta's stock price, resulting in a loss of over 100 billion yuan in a single day [5][7]. Group 1: Public Reaction and Consequences - The public response to the fireworks event was overwhelmingly negative, with strong condemnation from individuals and local authorities launching investigations [5][7]. - The incident resulted in a dramatic drop in Anta's stock price, reflecting the financial repercussions of the public relations disaster [7]. Group 2: Environmental Concerns - The fireworks display was criticized for its potential long-term ecological damage, including the release of heavy metals and acid gases that degrade slowly in the high-altitude environment, potentially affecting soil and water quality for over five years [20]. - The event contradicted Arc'teryx's stated commitment to environmental sustainability, as the brand promotes itself as eco-friendly while engaging in activities that harm the environment [9][13][20]. Group 3: Consumer Backlash - Consumers who identify as environmentally conscious felt betrayed by Arc'teryx's actions, as they often engage in eco-friendly practices such as cleaning up litter during outdoor activities [23][30]. - The disconnect between the brand's environmental messaging and its actions led to a perception of hypocrisy, damaging consumer trust and loyalty [30][56]. Group 4: Brand Identity and Market Position - Arc'teryx's brand identity is closely tied to environmental stewardship, which is a fundamental aspect of its market positioning and pricing strategy [44][49]. - The brand's high prices are justified by its commitment to sustainability and quality, but the recent incident undermines this narrative, risking consumer perception and brand integrity [52][56].

始祖鸟和蔡国强炸山事件最近引发了公众的讨伐。 很巧的是，今年年初，一个中国的新消费品牌想在2025年做品牌升级。要求达到全球化、高奢化和科技 化三个关键词，预算2000万。 Brief拿到后，我们向品牌推荐了蔡国强，计划在南方某城做一场烟花秀，整个事件延续半年，从直播 到短视频到联名衍生品。 老板很满意。 但是，蔡国强婉拒了。 我们的邀请函通过他在中国的一个负责人传去纽约工作室，拒绝的理由有三条。 第一，他的工作行程提前一年早就排满了，品牌合作也要提前一年说； 第二，他一年只做一次商业化活动，开价1000万起； 第三，他不熟悉这个中国的新消费品牌，他只和熟悉的品牌合作。 后一句纯属我们意淫了，找他的品牌每年不计其数。 二 LV的利润是70%，优衣库的利润是50%，拼多多白牌工厂的利润是5%。 蔡国强是品牌市场的稀缺货，这是由供需关系决定的。 因为没有一个艺术家可以像蔡国强一样多元，可以同时满足品牌全球化、高奢化和科技化三种属性。 他是两届奥运烟花总设计师，是国际艺术家，他所选用的材料是中国的四大发明，他的形象是天真无邪 的老顽童。更重要的是，他在中国家喻户晓，老百姓都认识。 再换个说法，在品牌承载方面，中国有 ...

作者 戴莉娟 9月19日傍晚，户外品牌始祖鸟联手艺术家蔡国强，在西藏喜马拉雅山脉江孜热龙地区（海拔约5500米）启动《升龙》艺术烟花项目。现场视频显示，蔡 国强通过火药爆破在山脊点燃三幕烟花，以"升龙"动态景观象征东方龙文化中的"吉祥"与"生生不息"。这场看似兼具艺术感与文化意义的活动，却未如预 期收获赞誉，反而在户外圈层与网友群体中掀起巨大争议，再次将始祖鸟推向"背离核心价值观"的舆论风口。 为对冲潜在的争议风险，主办方在活动后迅速公布了一系列"环保措施"，试图证明项目对高原生态的"低干扰"： •材料与风险等级：明确《升龙》项目所用烟花彩色粉为生物可降解材料，声称已通过国际奥委会及日、美、欧洲等地燃放验证，污染物排放符合环保标 准；同时将燃放等级定为V级（最低风险等级），强调噪音与光污染远低于常规夜间焰火，可避免对环境及公众造成额外干扰。 •全链条生态保护方案：针对喜马拉雅山脉脆弱的自然环境，项目团队提出"预防—监测—恢复"三步方案：燃放前转移牧民牲畜至安全距离，并通过盐砖 引导鼠兔等小型动物离开燃放区；燃放后立即清理残留物，对受影响的草甸、农田进行翻土与植被修复，承诺"不留生态隐患"。 从表面看，这些措施 ...

Core Insights - The concept of "swaying consumers" indicates that 20%-80% of consumers have brand awareness but lack loyalty, influenced by price, quality, marketing, and competition [2][3] - The market has shifted to a buyer's market, where consumers have more choices, leading to a focus on retaining existing market share rather than expanding into new markets [3] Group 1: Consumer Trends - Increased consumer engagement and brand interaction due to the influence of short video and live streaming platforms, with consumers preferring brands that express warmth and relatability [5] - Higher acceptance of new concepts and innovative marketing methods, such as AI and traditional crafts, which enhance consumer purchasing desire [6] - Changes in consumer loyalty, with 84.45% of loyal consumers still comparing and choosing other brands, indicating a shift from traditional loyalty metrics [7] Group 2: Brand Perception and Marketing - Consumers are more discerning, researching product specifications and demanding quality and functionality, making product characteristics the core of brand content [10][11] - The importance of brand values, with 86.41% of consumers stating that a brand's values influence their purchasing decisions, leading to a preference for brands that resonate with their own values [15][17] - Increased recognition of domestic brands, driven by quality, design, and cultural identity, highlighting the need for brands to connect products with emotional narratives [21] Group 3: Consumer Behavior - A trend towards rational and cautious consumption, with consumers seeking certainty and security in their purchases amid economic uncertainty [22] - A pursuit of high cost-performance, where consumers are willing to pay reasonable prices for high-quality products, exemplified by the popularity of "domestic alternatives" [23][25] - Demand for seamless online and offline experiences, particularly among younger consumers who expect integrated customer interactions across all touchpoints [26][28] Group 4: E-commerce Dynamics - Younger consumers show a greater acceptance of personal sellers on e-commerce platforms, valuing transparency and rich content, which emphasizes the potential of brand owners and personal sellers in marketing strategies [29]