Group 1 - The core incident involving the brand Arc'teryx and the firework event in collaboration with artist Cai Guoqiang has led to significant public relations issues, resulting in investigations and a substantial loss in market value for its parent company Anta [2] - The departure of Ivan She, the General Manager of Arc'teryx Greater China, marks a significant moment following the controversy surrounding the firework event [2] - The public backlash against various brands, including Aikang Group and Baiguoyuan, highlights a trend of consumer dissatisfaction and the challenges faced by established brands in adapting to changing consumer sentiments [3][9] Group 2 - The rise of social media has transformed the communication landscape, leading to a breakdown of traditional communication models and a shift in consumer expectations [5][6] - The concept of "old marketing" characterized by authoritative messaging is being challenged by younger consumers who prefer authenticity and equality in brand communication [8][10] - The complexity of modern public sentiment requires brands to adopt more nuanced and targeted communication strategies, moving away from one-size-fits-all approaches [14][18] Group 3 - The failure of brands to accurately gauge public sentiment and adapt their messaging has resulted in backlash and loss of consumer trust [15][17] - A call for restructuring within organizations to better manage public relations and consumer engagement is emphasized, suggesting a need for integrated communication strategies [19] - The ongoing transformation in brand communication reflects a broader societal shift towards decentralization and a demand for genuine engagement from brands [20]