Group 1 - A new company named Changsha Tiantian Bao Outdoor Products Co., Ltd. has been established with a registered capital of 100,000 RMB [1] - The legal representative of the company is Tan Shuai [1] - The business scope includes outdoor product sales, fishing gear sales, sales agency, domestic trade agency, internet sales (excluding licensed products), and various consulting services [1] Group 2 - The company is also involved in advertising production, design, agency services, and technology services including development, consulting, and promotion [1] - Additional activities include organizing cultural and artistic exchange events, selling labor protection products, and retailing sports equipment [1] - The company is permitted to engage in electronic product sales and various other retail and wholesale activities [1]

Group 1 - The outdoor brand Arc'teryx recently gained widespread attention through an art performance called "Ascension" by artist Cai Guoqiang at an altitude of 5,500 meters in the Himalayas, which sparked significant online discussion [1][3] - The event, intended to enhance the brand's image, faced backlash due to concerns about environmental impact, contradicting the brand's established "respect for nature" ethos [3][5] - Other outdoor brands quickly distanced themselves from Arc'teryx, emphasizing their commitment to environmental preservation and sustainable practices [5] Group 2 - Arc'teryx has historically focused on high-end consumer markets, successfully marketing itself as a premium outdoor brand, with products priced significantly higher than competitors [5][6] - Recent years have seen a decline in Arc'teryx's reputation, with over 3,000 complaints related to product quality on consumer platforms, highlighting issues such as poor durability and manufacturing defects [6][8] - The recent fireworks incident is viewed as a misstep that underscores a broader industry issue: prioritizing marketing and brand image over product quality can lead to long-term damage to brand reputation [8]

背叛品牌核心人群，是品牌最快的自杀方式。 著名的鸟，始祖鸟在周六自刎了，变成了炸山鸟。大家应该都听说了—— 周六我在床上刷手机看到一条短视频—— 户外品牌始祖鸟联合艺术家蔡国强，在喜马拉雅山上办了一场名为《升龙》的烟火表演。 我瞬间瞳孔地震，气到我牙也没刷就开始骂。 始祖鸟，一个源于对高山探险的敬畏与热爱的品牌，竟然想到要去喜马拉雅山上，去用五颜六色的烟花来表达自己对高山的掌控和艺术创作？！ 我立即封他为近 5 年来最傻逼营销，没有之一。 《我的阿勒泰》的作者李娟直接发文大骂，标题就是《气得编不出标题》。 我想说我也有同感，我是《气得必须要写一篇文章》。 我不仅气他破坏环境，我更气他背叛了品牌的原点人群。 始祖鸟炸山，彻底背叛原点人群 我接触过所有喜欢户外和攀登的人群，都尤其的关注环保。 户外体验中，我们总会在某个瞬间被自然征服，可能是攀登时仰视的高山，可能是深潜时无尽的神秘，也可能是山顶一束光中灵动的小生命。 面对自然，自己是如此渺小和平凡，大自然是母亲，我们要爱护她。 户外有一个著名的 LNT 原则（Leave No Trace），中文常翻译为"无痕山林"或"环境最小冲击法则"。简单来说就是，不要让自然因 ...

Core Viewpoint - The incident involving Arc'teryx's fireworks display in Tibet has sparked significant public backlash, raising concerns about environmental damage and conflicting with the brand's outdoor ethos [1][2]. Group 1: Incident Overview - On September 19, Arc'teryx sponsored a fireworks show by artist Cai Guoqiang in the Himalayas, which led to public outcry over potential ecological harm [1]. - The company issued apologies, but discrepancies between the domestic and international statements fueled accusations of blame-shifting [1][2]. - Experts criticized the event as "highly invasive," highlighting the fragile ecosystem of the Tibetan Plateau [1]. Group 2: Brand and Market Impact - The incident has exposed weaknesses in Arc'teryx's brand marketing, as it contradicts its core values of "respecting nature" and "sustainability" [2]. - Following the controversy, Anta Sports, Arc'teryx's parent company, saw its stock drop by 7.28% on September 22, reflecting market concerns over potential brand value erosion and performance impact [2]. - Arc'teryx has experienced significant growth in China, with a compound annual growth rate of 61% from 2020 to 2024 [3]. Group 3: Financial Performance - In the first half of 2025, Arc'teryx's revenue in Greater China grew by 42%, with Q2 revenue reaching $509 million, accounting for 41.2% of parent company Amer Sports' total revenue [4]. - Despite strong performance, growth rates have shown signs of slowing, with quarterly growth rates for 2023 ranging from 26% to 79% [4]. - Increased competition from at least 10 international outdoor brands entering the Chinese market has intensified market pressures [4]. Group 4: Consumer Sentiment and Brand Trust - The incident has led to a potential loss of consumer trust, with some expressing disappointment and reconsidering future purchases [5]. - However, some consumers indicated that their purchasing decisions would still be driven by personal needs rather than brand reputation [6]. - The incident highlights challenges in cross-cultural marketing, particularly in aligning global communication strategies with local consumer sentiments [6]. Group 5: Leadership and Strategic Challenges - The fireworks incident coincided with a leadership transition at Amer Sports, with new president Ma Lei facing the challenge of restoring the brand's image and navigating strategic conflicts [7]. - The company must balance its professional outdoor positioning with luxury branding while maintaining growth in a competitive landscape [7]. - The challenges faced by Arc'teryx may be just beginning, indicating a need for strategic reassessment [8].

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 ...

Core Viewpoint - The controversy surrounding the "fireworks show" by the outdoor brand Arc'teryx has not significantly impacted its retail operations, as consumer traffic remains steady in physical stores despite the backlash [1][3][5]. Group 1: Retail Performance - Arc'teryx's physical stores continue to attract customers, with reports of steady foot traffic and sales at locations such as Beijing's Huiju Shopping Center and Shanghai's Bailian Outlet [1][3]. - Store employees noted that while there were some returns over the weekend, overall business has not shown a marked decline due to the controversy [3]. - The average price of Arc'teryx's hard-shell jackets ranges from 5,000 to 8,000 yuan, and the brand has not offered discounts, focusing instead on a points system for cleaning services [3]. Group 2: Financial Performance - In 2024, Amer Sports, the parent company of Arc'teryx, reported total revenue of $5.183 billion, with the outdoor functional apparel segment, which includes Arc'teryx, achieving a 36% year-on-year growth to $2.194 billion [5]. - The revenue breakdown shows that the Greater China region generated $1.298 billion in 2024, while the Americas and EMEA regions contributed $1.859 billion and $1.513 billion, respectively [5]. - By 2025, the Greater China region became the largest market for Amer Sports, with revenue increasing by 42% to $410 million, while the Americas and EMEA regions saw more modest growth [5]. Group 3: Controversy and Response - The "fireworks show" event, conducted in collaboration with artist Cai Guoqiang in the Himalayas, has sparked public debate, prompting local authorities to initiate an investigation [7]. - The official platform "Cloud Summit Everest" reported that the video of the fireworks show, released on September 20, has drawn significant attention from netizens, leading to a government response [7].

据央视新闻9月22日消息，9月19日16时30分，户外品牌"始祖鸟"联手烟花设计师蔡国强，在日喀则市江 孜县热龙乡举办烟花活动，引发质疑。总台央视记者在活动举办地看到，活动已过去3天，但在现场还 能看到活动留下的痕迹。 据日喀则市生态环境局江孜县分局一位负责人告诉记者，此次活动在生态环境局已备案，由于烟花使用 的是环保材料，未进行环境评估，乡、村、县三级政府同意即可。政府此前开过多次会议，研究选址， 评估调查周围有哪些野生动物等，最终的选址不属于生态保护区，周围无人居住。 烟花秀现场工作人员讲述了当时烟火燃放的细节。据了解，艺术烟花活动燃放时间52秒，共燃放烟花 1050盆，采取钢筋扦插固定方式悬挂和烟花箱方式燃放。活动地点所在地的山体海拔4500米，植被以高 山草甸为主，虽然不涉及自然保护区、风景名胜区等自然保护地和生态保护红线，也不涉及林业，但距 离最近水体约30米，距离最近的冰川约6公里。 ...

Core Viewpoint - The article discusses the brand crisis faced by Arc'teryx, triggered by an art marketing event that contradicted its environmental commitments, leading to public backlash and loss of trust [1]. Group 1: Brand Commitment - Brand commitment is a psychological contract between the company and consumers, crucial for purchase decisions and loyalty [3]. - Arc'teryx has positioned itself with values of "respect for nature" and "professional outdoor spirit," attracting environmentally conscious consumers [3]. Group 2: Brand Consistency - Brand consistency is essential for brand equity, requiring alignment between communication, experience, and actions [7]. - The event contradicted Arc'teryx's environmental positioning by using fireworks in a fragile ecosystem, leading to public disappointment [9]. - The brand's claims of scientific assessment were not backed by third-party evaluations, amplifying consumer skepticism [9]. Group 3: Value Resonance - When a brand's values align with its audience, it fosters loyalty; however, betrayal of these values can provoke collective outrage [10]. - Core outdoor enthusiasts felt betrayed by the fireworks event, which contradicted their values of "leave no trace" [10]. - The general public expressed outrage over perceived privilege, as they were restricted from similar activities in the region [13]. Group 4: Crisis Management - Effective crisis management requires transparency, honesty, and accountability; defensive strategies can worsen public perception [14]. - Arc'teryx's initial response lacked independent environmental assessments and was seen as dismissive [15]. - The brand's choice to delete videos instead of addressing concerns was interpreted as an attempt to hide the truth, further damaging trust [16]. Group 5: Social Media Impact - The incident serves as a cautionary tale about the importance of brand commitments and the consequences of failing to uphold them [17]. - Key lessons include the necessity of genuine brand promises, the importance of consistency, and the potential backlash from value betrayal [17][18].

Core Viewpoint - The outdoor brand Arc'teryx's collaboration with artist Cai Guoqiang for the "Ascend Dragon" fireworks show in the Himalayas has sparked significant controversy over ecological protection, commercial ethics, and government regulation, leading to public outcry and investigations [1][2]. Group 1: Event Overview - The "Ascend Dragon" project is part of Arc'teryx's "Towards Beauty" series, aimed at promoting high mountain culture through art, but it took place in one of the world's most ecologically fragile areas, where recovery periods for ecosystems can last hundreds of years [2]. - The event was criticized for its potential ecological impact, despite claims of using biodegradable materials and having the lowest risk level for fireworks [2][3]. Group 2: Financial Impact - Following the controversy, Anta Sports, a major investor in Arc'teryx's parent company Amer Sports, saw its stock price drop by as much as 6% on September 22, ultimately closing at 94.65 HKD per share, a decline of 2.22%, resulting in a market value loss exceeding 7 billion HKD [1]. Group 3: Environmental Concerns - Environmental associations and experts have called for the brand to prioritize ecological ethics over commercial interests, suggesting the establishment of a special fund for wildlife habitat restoration [3][4]. - Experts have raised concerns about the effectiveness of the proposed ecological remediation measures, arguing that the fireworks display could cause irreversible damage to the fragile high-altitude ecosystem [4][5]. Group 4: Brand Response - In response to public criticism, Arc'teryx and Cai Guoqiang issued apologies, acknowledging insufficient assessment of the boundaries of artistic expression and committing to cooperate with third-party ecological evaluations [2][3]. - Despite the brand's previous commitments to sustainability, including a goal to reduce emissions by 90% by 2030, the incident has intensified public scrutiny regarding its environmental practices [3].

Core Viewpoint - The article emphasizes that laws should not only serve as tools for post-event accountability but should also act as proactive safeguards for ecological protection. It argues that government approval powers must align with ecological responsibilities and foresight [1][4]. Group 1: Event Overview - The fireworks display in the Himalayas, branded as a tribute to nature, ended with apologies and investigations due to public backlash over its ecological impact [1]. - The event took place at a sensitive ecological site in Tibet, raising concerns about the environmental consequences despite claims of using biodegradable materials [1][2]. Group 2: Public and Regulatory Response - Initial criticism focused on the commercial logic of the event, questioning how a brand that promotes respect for nature could sponsor such an environmentally damaging display [2]. - Public scrutiny shifted towards local regulatory bodies, questioning the compliance of the event's approval process and the adequacy of environmental assessments in sensitive areas like the Tibetan Plateau [3]. Group 3: Legal and Environmental Implications - The article highlights a gap between outdated views of compliance equating to safety and modern environmental governance that emphasizes prevention and holistic approaches [4]. - It stresses that all commercial activities, including artistic expressions, must adhere to ecological protection obligations as established by legal principles [3][4]. Group 4: Societal Reflection and Future Directions - The controversy surrounding the fireworks event reflects a broader societal need to shift from anthropocentrism to ecocentrism, recognizing humanity as part of the natural community [4]. - The article advocates for increased public awareness and action towards ecological protection, suggesting that this incident could serve as a turning point for sustainable development practices [4].