活动方称项目采用生物可降解材料，事后"清理残留物"并对山体植被进行翻土与植被修复，做到"不留 生态隐患"，中国科学院植物学博士顾有容认为，在低温低降水低生物的青藏高原进行如此大规模的燃 烧爆破活动，无论材料是否环保，本身就是对当地薄弱生态环境不可逆转的破坏。 截至发稿，始祖鸟已经在官方微博发布道歉信，官方Instagram账号发文表示该项目与品牌价值与形 象"背道而驰"。 一家品牌公司的行动如何与品牌内核背道而驰？始祖鸟贡献了一个血淋淋的教训。 9月19日，户外品牌始祖鸟联手艺术家蔡国强在喜马拉雅山脉江孜热龙地区开启艺术项目"升龙"。所 谓"升龙"，即在海拔4690至5500米的高原上施放烟火，让火焰沿着山脊引爆，形成"升龙"景观。但这一 举动迅速引发网友和环保人士的猛烈批评。 "我们正在与涉事的当地艺术家以及我们在中国的团队直接沟通此事，并将改变我们的工作方式，以确 保此类事件不再发生。我们的期望是，我们所做的一切都体现了我们的环保理念，我们对不符合环保理 念的行为零容忍。我们已经开始努力减轻此次活动对环境和社会的影响。"这篇贴文写道。 始祖鸟一直以来保护山野、倡导无痕户外，标榜亲近大自然和远离城市的生活方 ...

Core Viewpoint - The article discusses the controversy surrounding outdoor brand Arc'teryx's recent art project "Ascend Dragon," which involved setting off fireworks in a fragile high-altitude environment, leading to significant backlash from environmentalists and the public. The brand's commitment to environmental sustainability is called into question as it navigates the balance between artistic expression and ecological responsibility [6][7][9]. Group 1: Environmental Commitment and Controversy - Arc'teryx launched an art project in the Himalayas that involved fireworks, which drew criticism for potentially harming the fragile ecosystem [6]. - The brand issued an apology, stating that the project contradicted its values and that it would change its operational methods to prevent similar incidents in the future [7]. - The brand has historically emphasized its commitment to environmental sustainability, aligning its business model with ESG principles, which are increasingly important in the fashion industry [9][10]. Group 2: Business Performance and Market Position - Arc'teryx's parent company, Amer Sports, reported a revenue of 13.27 billion RMB (approximately 1.8 billion USD) for the first half of 2023, a 37.2% increase from the previous year, indicating strong growth in the outdoor apparel market [11]. - The brand has successfully balanced outdoor performance with fashion, attracting a consumer base that values both functionality and style [12]. - The outdoor apparel market is experiencing rapid growth, particularly among younger consumers and women, positioning Arc'teryx favorably within this expanding segment [17]. Group 3: Sustainability Goals and Challenges - Arc'teryx aims for net-zero emissions by 2050, shifting from intensity-based reduction targets to absolute reduction goals across its value chain [10]. - Despite the ambitious goals, the brand's total emissions increased by 56% in 2023, raising concerns about its commitment to sustainability [12]. - The brand's recent focus on fashion has led to a dilution of its environmental messaging, with emissions rising again in 2024, prompting a reevaluation of its sustainability strategies [18][19]. Group 4: Innovative Initiatives - Arc'teryx has launched the ReBIRD program, promoting product care, repair, resale, and recycling services, although the impact on emissions reduction remains unclear [19]. - The brand is expanding its ReBIRD service centers, aiming to extend product lifecycles and reduce environmental impact [19].

Core Viewpoint - The controversy surrounding Arc'teryx's art fireworks display in the Himalayas has led to significant backlash, prompting apologies from both the brand and artist Cai Guoqiang, emphasizing a need to respect nature and implement remedial measures [2][4][5]. Brand Image and Consumer Trust - The event contradicted Arc'teryx's long-standing "respect for nature" philosophy, resulting in a sharp decline in consumer trust and brand perception [2][6]. - The brand's image as a leading outdoor company has been severely damaged, leading to a potential "retail backlash" with consumers expressing intentions to boycott and return products [6][7]. Environmental Concerns - The fireworks display, held at an altitude of over 4600 meters in Tibet, raised significant environmental concerns, despite the brand's claims of compliance with environmental standards [3][4]. - Local environmental authorities stated that the event's procedures were compliant, but public sentiment remained skeptical about ecological impacts [4][6]. Corporate Response and Future Actions - Arc'teryx issued a public apology acknowledging the misalignment between their intentions and the event's execution, committing to future transparency and environmental assessments [5][7]. - The company plans to implement corrective measures, including government oversight and independent environmental evaluations for future projects [5][7]. Market Performance and Strategic Challenges - Arc'teryx's parent company, Amer Sports, reported a revenue of $1.236 billion for Q2 2025, a 23% increase year-over-year, indicating strong financial performance prior to the controversy [8][9]. - The brand faces increasing competition from lower-cost alternatives, which may threaten its market share if it does not innovate or adjust its pricing strategy [9].

Core Viewpoint - The high-altitude fireworks display "Ascension Dragon" by the outdoor brand Arc'teryx and artist Cai Guoqiang has faced significant backlash for its environmental impact, leading to a public apology and an investigation by local authorities [1][4][5]. Group 1: Event Overview - The fireworks show took place on September 19 in the Himalayas, at an average altitude of over 4,600 meters, disrupting the natural tranquility of the region [5]. - Initial claims by the brand emphasized the event as a tribute to nature, but it quickly drew criticism regarding its ecological consequences [7]. Group 2: Public Reaction and Apology - The public raised concerns about the potential harm to local wildlife and the environment, questioning the brand's commitment to its "Leave No Trace" philosophy [7]. - Following intense criticism, both Arc'teryx and Cai Guoqiang issued apologies, acknowledging the backlash and the need for a more responsible approach to environmental stewardship [4][8]. Group 3: Brand Image and Financial Performance - Arc'teryx's parent company, Amer Sports, reported a 36% increase in annual revenue, surpassing $2 billion, positioning the brand as a leader in the high-end outdoor market [8]. - Despite commercial success, the incident highlighted a disconnect between the brand's environmental commitments and its actions, raising questions about corporate social responsibility [8].

Core Viewpoint - The art project "Ascension Dragon" by Arc'teryx, intended as a tribute to nature, has sparked significant controversy regarding its environmental impact, leading to a rapid decline in public sentiment and raising questions about the brand's values [1][2][11]. Environmental Impact Concerns - The event was claimed to have undergone scientific evaluation and utilized biodegradable materials, with measures taken to protect local wildlife and restore the environment post-event [2][11]. - Despite these claims, public skepticism remains high, with many questioning the adequacy of the measures taken and the potential irreversible damage to the fragile ecosystem of the Tibetan Plateau [4][6][11]. Brand Image and Consumer Trust - Arc'teryx, known for its high-end outdoor gear, has faced criticism for quality issues and customer service complaints since its acquisition by Anta Group in 2019, which shifted its strategy towards luxury branding [14][22]. - The brand's positioning as a premium outdoor label is undermined by ongoing quality control problems, leading to a decline in consumer trust and loyalty [22][24]. Discrepancy Between Brand Values and Actions - The contradiction between Arc'teryx's professed values of "professional outdoor" and "respect for nature" and its actions in a sensitive ecological area has led to a significant brand trust crisis [24][26]. - The ongoing controversy highlights the need for brands to align their marketing narratives with genuine practices, especially in an era where consumer awareness and environmental consciousness are on the rise [26].

争议之所以剧烈，正在于它触碰了多个维度上的"不协调"：顶级户外品牌的精神悖论、艺术表达的伦理 边界以及人类在自然面前的真实姿态。 每经评论员 孙宇婷 9月19日下午，知名户外品牌ARC'TERYX始祖鸟联合艺术家蔡国强，在喜马拉雅山脉完成了一场名为 《升龙》的大型烟花表演。其本意或许是书写一场"人与自然对话"的史诗，却在公众舆论中演变为关于 商业、艺术与生态责任的尖锐质询。 艺术可以是人类情感与自然之间的桥梁，但艺术的语境至关重要。在城市、广场或特定文化地标中施展 烟火艺术，是一种文化表达；但在海拔数千米、生态敏感的高原区域施放大型烟花，则更像是一种"艺 术的自我狂欢"。 始祖鸟此次项目的本意，或许是希望通过艺术事件提升品牌调性、吸引高净值人群和年轻潮流受众；但 从舆论反馈来看，这几乎成了一场"灾难级的反向营销"。 始祖鸟作为高端户外装备的代表，一直以来所倡导的都是"人与自然的深层连接"。其品牌目标人群—— 户外爱好者、专业玩家和高净值消费者——或多或少都怀揣着一份对自然的虔诚。他们购买始祖鸟的产 品，不仅是购买其功能，更是认同一种价值观：敬畏自然、低调探索、尊重荒野。 而这一次，当烟花在高原上空绽放的那一刻 ...

Core Viewpoint - The company, once a leader in the outdoor equipment sector, is facing significant challenges as it diversifies into the chip business, leading to a decline in financial performance and raising questions about its strategic direction [2][3][8]. Financial Performance - In the first half of 2025, the company reported a revenue of 653 million yuan, a year-on-year decrease of 7.82%, and a net profit attributable to shareholders of only 20.09 million yuan, down 76.5% [3][4]. - The outdoor business generated 538 million yuan in revenue, a decline of 10.51%, while the chip business saw revenue of 115 million yuan, an increase of 7.4%, but significantly lower than the previous year's explosive growth of 590.93% [3][4]. Subsidiary Performance - The two core subsidiaries are experiencing a "polarized" situation: Beijing Chip Energy reported revenue of only 142,000 yuan with a net loss of 3.03 million yuan, while G2Touch's revenue was 90.12 million yuan, down from 94.06 million yuan, with net profit plummeting by 80.23% [4][5]. Capital Raising Concerns - Just three days before the financial report, the company announced a plan to raise up to 1.93 billion yuan, entirely for supplementing working capital, which has raised questions about the necessity of this capital raise given the company's current cash reserves of nearly 1 billion yuan [6][7]. - The company's low debt levels and strong cash position have led to skepticism regarding the rationale behind the capital increase, especially since the offering price is significantly lower than the current market price [6][7]. Strategic Direction - The company has attempted to integrate its outdoor and chip businesses by launching smart outdoor equipment, indicating a shift towards combining technology with outdoor products [9]. - Despite these efforts, there are ongoing concerns about the maturity of the self-developed chip technology and its acceptance in the consumer market, which remain unresolved [9].

Group 1 - The 2025 Altyn-Tagh Comprehensive Scientific Expedition successfully concluded, focusing on multi-disciplinary field investigations in the Altyn-Tagh Nature Reserve, yielding significant observational results in areas such as sandstorm environments, remote sensing monitoring, and ecological hydrology [1][3] - The expedition conducted an in-depth investigation of the Kumukuri Desert, the highest desert in the world, revealing unique sand spring landscapes and complex dune formations influenced by multi-directional wind fields [3][9] - The use of drone remote sensing technology confirmed an increase in water area of lakes in the Altyn-Tagh region compared to previous years [6] Group 2 - A systematic hydrological and ecological investigation of the Aiyak Kumuk Lake, the largest lake in Xinjiang, showed significant expansion of the lake area due to increased glacial meltwater and precipitation amid global warming [9][12] - The expedition observed over 170 bird species and 30 to 40 mammal species in the Altyn-Tagh Nature Reserve, highlighting the area's high biodiversity and ecological conditions that support certain bird species' reverse migration behavior [12] Group 3 - The expedition faced challenging conditions, including heavy snowfall, but was supported by various social forces, ensuring the successful collection of critical data [13][24] - Strategic partnerships with companies like Huawei and Dongfeng Motor Group provided essential equipment and support, enhancing the expedition's operational capabilities in extreme environments [16][20][24]

Group 1: Water Sports in Suzhou - The popularity of water sports in Suzhou has significantly increased, with activities like paddleboarding and jet skiing becoming favorites among citizens and tourists during the summer [1][4] - Over 28,000 visitors participated in water sports activities in the Suzhou Industrial Park this summer [4] - The rise in water sports has stimulated the production and sales of related equipment, contributing to the development of the cultural tourism industry [5][8] Group 2: Related Activities and Economic Impact - Water sports courses have seen high demand, with classes fully booked from weekdays to weekends at local water clubs [7] - The popularity of paddleboarding and other water activities has extended to the production lines of outdoor equipment manufacturers in Suzhou, indicating a direct correlation between sports popularity and manufacturing [8] - The increase in water sports has also enhanced tourism consumption, with visitors transitioning from single-day trips to multi-day experiences in nearby areas like Qiham Village [8] Group 3: Other Regional Developments - In Hangzhou, the establishment of an ecological research and study center offers immersive experiences for exploring nature [9][11] - In Yichang, high-altitude scenic spots are developing stargazing camping experiences, attracting tourists with unique natural advantages [12][14][16]

Core Viewpoint - Amer Sports reported a strong Q2 2025 performance with a revenue increase of 23% year-on-year to $1.236 billion, driven by significant growth in the Asia-Pacific and Greater China regions [2][5]. Financial Performance - Q2 gross profit rose to $722.9 million, with a gross margin increase of 270 basis points to 58.5% [2][4]. - Operating profit surged by 614% to $44 million, while adjusted operating profit increased by 130% to $67 million, aided by a $19 million government subsidy [2][4][6]. - For the first half of 2025, total revenue reached $2.709 billion, up from $2.194 billion in the same period of 2024 [4]. Regional Growth - The Asia-Pacific region (excluding China) saw the fastest revenue growth at 47%, reaching $311 million, while Greater China experienced a 42% increase to $856 million, accounting for approximately 31.61% of total revenue [5]. Business Segment Performance - The footwear segment emerged as a new growth engine, with Salomon's footwear revenue growing by 35% to $414 million in Q2, surpassing the outdoor functional apparel segment for the first time [6][9]. - The technical apparel segment, including Arc'teryx, grew by 23% to $509 million, while the ball and racquet sports segment increased by 11% to $314 million [9]. Strategic Shifts - Arc'teryx is transitioning from a "clothing brand" to a "full-category outdoor equipment company," focusing on footwear and women's markets [10][12]. - Salomon is becoming a key growth driver, with a 35% revenue increase and a focus on female consumers, who now represent 50% of its customer base in China [15][16]. Future Outlook - Amer Sports raised its full-year revenue guidance, expecting a 20%-21% increase for FY 2025, with Q3 revenue growth projected at around 20% if current tariffs remain unchanged [7]. - The company plans to open 100 new Salomon stores in 2025, further expanding its market presence [15].