（原标题：Lululemon转型困局，创始人威尔逊向董事会发起"逼宫"） Lululemon，这一全球瑜伽服饰和高端运动休闲品牌，正面临着一场关乎其未来方向的重大权力斗争。 创始人奇普·威尔逊（Chip Wilson）近日宣布发起代理权争夺战，推动公司董事会的重组。这场代理权 争斗的背后，反映了威尔逊对Lululemon在现任管理层领导下的未来发展方向深感不满，尤其是在品牌 定位和战略方向上的严重分歧。 Lululemon在过去几年经历了显著的扩张，从最初的瑜伽服饰专注品牌，逐步扩展至男女全品类的运动 休闲品牌。随着CEO Calvin McDonald的接手，Lululemon的市场版图迅速扩展，产品线也从瑜伽服饰扩 展至跑步、网球、高尔夫等多个品类，逐步打造了一个"全方位"运动品牌的形象。与此同时， Lululemon还将业务扩展到全球多个市场，从最初的18个地区发展到超过30个地区，国际化步伐明显加 快。 然而，正是这种扩张，使得Lululemon逐渐失去了品牌的独特性和市场竞争优势。威尔逊多次批评，品 牌在追求规模化增长的过程中，逐渐向大众市场妥协，忽视了最初的核心价值。尤其是在针对"超级女 孩"群体 ...

他放话：董事会必须改革，权力得交给懂创意、懂品牌的人，只有这样，才能让股东安心，让公司重新涨起来，做出更有新意、质量更好的产品。 光说不算，当地时间12月29日，威尔逊直接宣布要提名三个独立董事候选人，参加 2026 年的董事会选举。 而这一切的直接导火索，就是公司最近不太好看的业绩。 01 业绩下滑，创始人趁机发难 凤凰网财经《公司研究院》 "县城贵妇"超爱的Lululemon，最近正上演一场热闹的"抢权大戏"。 十年前就离开公司的创始人奇普・威尔逊，突然对着董事会火力全开。 距离这场"夺权大戏"发生的半个多月前，Lululemon 就先扔出了一个大消息——CEO要换人了。 现任CEO卡尔文・麦克唐纳计划在2026年1月31日正式卸任CEO和董事会成员的职位。 在找到新的正式CEO之前，董事会已经拍板，让公司的首席财务官和首席商务官临时搭伙，一起担任联席 CEO，暂时稳住大局。 说起来，卡尔文在CEO这个位置上，是除了创始人威尔逊之外待得最久的人，从2018年8月就开始担任该职位。 这七年里，他确实带着Lululemon一路"狂飙"。 营收从33亿美元直接干到了百亿美元级别，业务版图扩张到30多个国家和地区 ...

文 丨 《 BUG》栏目 刘丽丽 Lululemon 的高管们注定要度过一个不平静的新年。当地时间 12 月 29 日， Lululemon 创始人兼大股东奇普·威尔逊（ Chip Wilson ）宣布，提名三位独立董事候选人参加将在公 司 2026 年股东年会上举行的董事会选举，矛头直指现任董事会的战略决策能力。奇普·威 尔逊称， Lululemon 董事会必须改革。 Lululemon 现任 CEO 卡尔文·麦克唐纳（ Calvin McDonald ）已任职 7 年，曾带领 Lululemon 开疆拓土，营收从 33 亿美元突破百亿美元大关，业务版图拓展至 30 多个地 区，产品线覆盖跑步、网球等多个品类。吊诡的是，现任 CEO 将于 2026 年 1 月 31 日 卸任，而目前下一任掌舵人仍是未知。 而 Lululemon 业绩也显示出颓势。进入 2025 财年，品牌业绩增速放缓，第三季度净利润 同比下滑约 12.8% ，年内股价最大跌幅超 52% 。虽然 2025 财年第三季度中国市场净营 收同比仍然增长了 46% ，但更令人担忧的是，中国消费者似乎正在离开 Lululemon 。 失去了灵魂？ L ...

GDP的70%为交易费用，而交易费用中70%是信息费用。 最近有创业者问我： AI时代还需要品牌定位吗？ 其实，AI 时代，品牌定位的核心逻辑也不会改变。 只要人脑仍是决策的最终载体，品牌定位就不会过时。 品牌的第一性原理是降低信息费用。 信息不对称导致的沟通、信任、决策成本，构成了商业世界的 "半壁江山" 。 品牌的本质 ：是为顾客提供可感知、可信任的价值信号。 这一点，在 AI时代不会改变。 AI 虽然 能精准投放能触达顾客，但无法创造社交共识。 社交共识，才是强势品牌的核心护城河。 品牌要成为社交场景中的"硬通货"，必须依赖具有公共能见度的媒介构建社交共识。 以送礼场景为例：同样价值的红酒与茅台，选择茅台作为礼品无需额外解释，因为茅台的价 格、档次已形成广泛社交共识，而送红酒则需要向收礼方说明其价值。 这种无需解释的认知默契，正是社交共识降低信息费用的体现。 AI时代信，息茧房与社交极化现象加剧，用户对品牌的信任更依赖于广泛的社交共识。 强势品牌通过公共媒介曝光形成的"消费留痕"、可信第三方背书，能有效打破信息壁垒，成为 用户决策时的"信任捷径"。 冯卫东 天图投资创始合伙人、黑马加速导师 为什么茅台、 ...

Core Insights - The core logic of brand positioning remains unchanged in the AI era, as human decision-making is still the ultimate factor [1][5] - The essence of a brand is to provide perceivable and trustworthy value signals to customers [4] Information Costs and Brand Value - The first principle of branding is to reduce information costs [2] - 70% of GDP consists of transaction costs, with 70% of those being information costs, highlighting the significant impact of information asymmetry on communication, trust, and decision-making in the business world [3] Social Consensus and Brand Strength - AI can accurately target customers but cannot create social consensus, which is the core moat of strong brands [6][7] - For a brand to become "hard currency" in social scenarios, it must rely on publicly visible media to build social consensus [8] - The cognitive tacit understanding that requires no explanation is a manifestation of social consensus reducing information costs [9] Trust and Decision-Making in the AI Era - In the AI era, phenomena like information echo chambers and social polarization intensify, leading users to rely more on broad social consensus for brand trust [10] - Strong brands can effectively break down information barriers through public media exposure and credible third-party endorsements, serving as "trust shortcuts" in user decision-making [10] Brand Longevity and Market Dynamics - Brands like Moutai and Haidilao can withstand market cycles because their social consensus is deeply ingrained in consumer minds, which AI cannot replace [11] - AI is not the "terminator" of brand positioning but will accelerate industry differentiation, with strong brand values likely to increase while weaker categories may be overtaken by private labels or store brands [12][13]

Core Viewpoint - Maserati, a century-old luxury brand, is attempting to revitalize its market presence with the introduction of the electric Grecale at a competitive price of 358,800 yuan, but faces significant challenges due to its historical mismanagement and reliance on parent company Fiat [2][49]. Group 1: Historical Context - Maserati was founded in 1914 and initially gained fame as a racing brand, competing with Audi, Mercedes, and Ferrari [9]. - The brand's identity shifted under Alejandro de Tomaso in the 1970s, who aimed to make Maserati more accessible with the Biturbo model, which ultimately diluted its luxury image [11]. - After several ownership changes, including a significant period under Fiat and later Ferrari, Maserati's brand value fluctuated, peaking in the late 2000s before facing financial difficulties [15][22]. Group 2: Recent Developments - The introduction of the electric Grecale has generated interest, with half of the initial stock selling out quickly, indicating a potential resurgence in demand [7][49]. - However, the brand's reliance on Chrysler components in recent models has led to quality issues, negatively impacting Maserati's reputation [31][29]. - The company is now shifting its strategy under new CEO Jean-Philippe Imparato, focusing on bespoke manufacturing and reducing the number of dealerships to enhance brand exclusivity [51][53]. Group 3: Market Challenges - Maserati's sales peaked at 51,500 units in 2017 but dropped to 34,900 units in 2018, a decline of 32.2% due to various market pressures, including regulatory changes and pricing strategies [42][47]. - The brand's failure to innovate and keep pace with competitors has resulted in a significant gap in product offerings, particularly in the luxury segment [39][40]. - The discontinuation of Ferrari's engine supply contract in 2019 marked a critical point in Maserati's decline, further complicating its recovery efforts [47].

安德玛（Under Armour）到了转型的关键节点。 这体现在多个方面。从业绩来看，在截至9月末的最新财季，该公司营收同比下滑4.7%至13.3 亿美元（约合94.11亿元人民币）， 销售额已连续八个季度下滑 。 具体来说，北美/EMEA(欧洲、中东及非洲)/亚太/拉丁美洲地区营收分别同比下滑8.3%/增长 12.2%/下滑13.7%/增长14.6%至7.9/3.2/1.8/0.5亿美元。 从资本市场来看，更是惨淡。 截至2025年11月28日，安德玛报收4.62美元/股，总市值20亿美元（约合141.5亿元人民币）。 在2015年的最高点，安德玛市值曾达220亿美元（约合1556.7亿元人民币），十年间市值蒸发 超200亿美元（约合1415亿 人民币 ） 。 记者丨贺泓源 实习生韦怡琦 编辑丨张伟贤 种种压力下，安德玛断臂求生。 2024年6月，安德玛三年内第三位CEO斯蒂芬妮·里纳兹宣告卸任，品牌创始人凯文·普兰克重 回一线。 他上任的第一步，便提出了一项为期18个月的品牌重整计划。截至今年9月30日，该计划已经 产生了1.03亿美元的重组及减值费用。 在普兰克的改革计划中，核心思路相当明确——降低库存 ...

安德玛（Under Armour）到了转型的关键节点。 这体现在多个方面。从业绩来看，在截至9月末的最新财季，该公司营收同比下滑4.7%至13.3亿美元（约合94.11亿元人民币），销售额已连续 八个季度下滑。 具体来说，北美/EMEA(欧洲、中东及非洲)/亚太/拉丁美洲地区营收分别同比下滑8.3%/增长12.2%/下滑13.7%/增长14.6%至7.9/3.2/1.8/0.5亿美 元。 从资本市场来看，更是惨淡。 截至2025年11月27日，安德玛报收4.41美元/股，总市值18.69亿美元（约合132.25亿元人民币）。在2015年的最高点，安德玛市值曾达220亿美 元（约合1556.7亿元人民币），十年间超过九成估值蒸发。 2013年，带领勇士闯进分区半决赛的NBA球员库里，球鞋赞助合同行将到期。他当时的合作方耐克，保留了优先续约权。 种种压力下，安德玛断臂求生。 2024年6月，安德玛三年内第三位CEO斯蒂芬妮·里纳兹宣告卸任，品牌创始人凯文·普兰克重回一线。 他上任的第一步，便提出了一项为期18个月的品牌重整计划。截至今年9月30日，该计划已经产生了1.03亿美元的重组及减值费用。 在普兰克的改革计 ...

Core Viewpoint - Founders must have a strong cost awareness that permeates the entire organization, ensuring that every employee approaches cost management rigorously. The essence of cost reduction is strategic guidance, aimed at better concentrating resources on future growth areas, which may appear as cost-cutting but is fundamentally about better investment in revenue generation [1]. Group 1: Event Overview - The "Black Horse Mountain and Sea Plan" will take place from November 20 to 22, 2025, in Huangshan, Anhui, led by Feng Weidong, the founding partner and CEO of Tiantu Investment, and Niu Wenwen, the chairman of Chuangye Heima [3][8]. - The event aims to explore the entrepreneurial leadership of founders and the scientific methods of brand positioning, assisting brands in navigating through cycles [3][11]. Group 2: Learning Outcomes - Participants will gain insights into the leadership of founders in the new era, including redefining the three identities of founders in the context of AI, overseas expansion, and market penetration [7]. - The program includes methodology studies, group collaborations, and project presentations focused on enhancing brand strength [7]. Group 3: Itinerary Highlights - The itinerary includes activities such as a welcome dinner, nature exploration, and discussions on entrepreneurial leadership and brand positioning [8][9]. - Key sessions will feature discussions led by industry leaders on topics like "Entrepreneurial Leadership" and "Using Brand to Lead Entrepreneurship" [9]. Group 4: Pricing and Registration - The original price for the event is 15,800 yuan per person, with an early bird discount bringing it down to 12,800 yuan [9]. - Registration is available through a QR code provided at the end of the article [9].

Core Viewpoint - The article narrates the inspiring journey of Gao Dekang, the founder of Bosideng, highlighting his entrepreneurial spirit and the brand's evolution into a global leader in down jackets, achieving annual revenues of 25.9 billion yuan and sales in 72 countries [8][37]. Group 1: Early Life and Entrepreneurial Spirit - Gao Dekang was born into a poor family in 1952 and learned tailoring from his father, quickly becoming a skilled craftsman known for his efficiency and style [15][16]. - At the age of 20, he started a sewing group with local tailors to provide work for those unable to farm, marking the beginning of his entrepreneurial journey [17]. - His exposure to the Chinese mountaineering team's achievements inspired him to create a down jacket capable of reaching the summit of Mount Everest [6][8]. Group 2: Establishment of Bosideng - In 1992, after gaining experience in the down jacket industry, Gao founded Jiangsu Kangbo Group and registered the "Bosideng" trademark, aiming for a global market presence [23][24]. - The brand faced a significant crisis in its early years due to overproduction and market misjudgment, leading to a large inventory and financial strain [25][26]. - A pivotal moment came in 1995 when Bosideng's sales strategy evolved, leading to a significant increase in sales and establishing the brand as a market leader [27][28]. Group 3: Challenges and Strategic Shifts - After going public in 2007, Bosideng expanded aggressively but faced challenges due to market saturation and the rise of e-commerce, leading to a decline in brand perception [30][32]. - The company underwent a transformation by refocusing on its core business of down jackets, eliminating non-core products, and emphasizing consumer-centric design [33][34]. - Bosideng's efforts to modernize its brand and product offerings led to a resurgence in growth, with revenues increasing from 5.787 billion yuan in 2016 to 28.068 billion yuan in 2025 [37][38]. Group 4: Current Strategy and Market Position - Bosideng aims to penetrate the high-end market while maintaining its presence in the affordable segment through its sub-brand Xuezhongfei, which targets younger consumers [44][48]. - The brand's strategy includes collaborations with renowned designers and participation in international fashion events to enhance its global image [45][46]. - As of 2024/25, Xuezhongfei is projected to generate approximately 2.206 billion yuan in revenue, reflecting its growing importance within the Bosideng ecosystem [49].