户外品牌高端化

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始祖鸟翻车!在5500米高原放烟花还删视频,户外人怒怼:忘了“无痕户外”的初心?
Jing Ji Guan Cha Bao· 2025-09-20 10:42
(原标题:始祖鸟翻车!在5500米高原放烟花还删视频,户外人怒怼:忘了"无痕户外"的初心?) 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 ...
始祖鸟平替们狂涨价,正在偷偷抛弃“穷鬼”
3 6 Ke· 2025-08-01 03:27
Core Viewpoint - Domestic outdoor brands are rapidly embracing the capital market, shifting from being affordable alternatives to high-end positioning, as evidenced by significant price increases and new product launches [1][10][11]. Group 1: Market Dynamics - In the first half of the year, domestic outdoor brand Berghaus submitted an IPO application, with Tencent investing 300 million yuan for a 10.7% stake, becoming the largest institutional shareholder [1]. - The outdoor equipment market in China has grown from 67.5 billion yuan in 2019 to 87.2 billion yuan in 2023, indicating a robust expansion [8]. - A significant portion of the younger demographic views outdoor activities as social currency, with 43.6% engaging in activities like camping and hiking for social interaction [9]. Group 2: Pricing Trends - Berghaus has seen a 38.59% increase in average product prices, reaching around 500 yuan, and is now launching mid-to-high-end products priced in the thousands [1][10]. - Consumer complaints about price hikes are prevalent, with some products increasing by nearly 1000 yuan within six months [2][4]. - The price of outdoor gear has reportedly risen nearly fivefold over three years, drawing comparisons to gold in terms of price stability [4]. Group 3: Brand Positioning and Strategy - Brands that were once seen as affordable alternatives are now distancing themselves from that image, focusing on high-end features and performance [1][6]. - Berghaus's revenue has surged from 379 million yuan to 1.766 billion yuan from 2022 to 2024, with a compound annual growth rate of 115.86% [12]. - The reliance on a single product category, such as jackets contributing over 80% of revenue, poses risks to brand stability [13]. Group 4: Financial Performance and Challenges - Berghaus's gross margin has increased from 54.3% in 2022 to 59.6% in 2024, reflecting a trend towards higher profitability [11]. - Despite the growth, the brand's high-end product lines are struggling to gain consumer acceptance, with many products frequently discounted [13]. - Marketing expenses for Berghaus have surged from 68.71 million yuan in 2022 to 359 million yuan in 2024, indicating a shift towards aggressive marketing strategies [14]. Group 5: Competitive Landscape - The pursuit of higher margins is evident in the strategies of leading companies, with brands like Anta achieving gross margins over 70% [10]. - Berghaus's patent portfolio is limited compared to competitors, with only 4 invention patents out of 45, highlighting a gap in technological innovation [13]. - The challenge for brands like Berghaus lies in balancing the need for premium pricing with the necessity of maintaining sales volume, as excessive reliance on marketing may undermine product value [16].