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始祖鸟翻车,为什么中产“大崩溃”?
3 6 Ke· 2025-09-23 08:18
Core Viewpoint - The outdoor brand Arc'teryx faced significant backlash for hosting a fireworks event in the ecologically fragile Tibetan Plateau, leading to public outrage and a sharp decline in its parent company Anta's stock price, resulting in a loss of over 100 billion yuan in a single day [5][7]. Group 1: Public Reaction and Consequences - The public response to the fireworks event was overwhelmingly negative, with strong condemnation from individuals and local authorities launching investigations [5][7]. - The incident resulted in a dramatic drop in Anta's stock price, reflecting the financial repercussions of the public relations disaster [7]. Group 2: Environmental Concerns - The fireworks display was criticized for its potential long-term ecological damage, including the release of heavy metals and acid gases that degrade slowly in the high-altitude environment, potentially affecting soil and water quality for over five years [20]. - The event contradicted Arc'teryx's stated commitment to environmental sustainability, as the brand promotes itself as eco-friendly while engaging in activities that harm the environment [9][13][20]. Group 3: Consumer Backlash - Consumers who identify as environmentally conscious felt betrayed by Arc'teryx's actions, as they often engage in eco-friendly practices such as cleaning up litter during outdoor activities [23][30]. - The disconnect between the brand's environmental messaging and its actions led to a perception of hypocrisy, damaging consumer trust and loyalty [30][56]. Group 4: Brand Identity and Market Position - Arc'teryx's brand identity is closely tied to environmental stewardship, which is a fundamental aspect of its market positioning and pricing strategy [44][49]. - The brand's high prices are justified by its commitment to sustainability and quality, but the recent incident undermines this narrative, risking consumer perception and brand integrity [52][56].
一场烟花秀搅乱户外圈!始祖鸟翻车,凯乐石骆驼趁机圈粉
Mei Ri Jing Ji Xin Wen· 2025-09-23 08:10
9月19日,始祖鸟与蔡国强合作的喜马拉雅烟花秀《升龙》,本想玩把艺术营销,结果成了大型翻车现 场!海拔5000米的高原草甸上,彩色烟花虽绽放"龙形"奇观,却被网友怒喷毁生态。生态学家直指,低 温环境下烟花残留物可能长期污染土壤,这与其 "敬畏自然"的品牌口号完全背道而驰。 更精彩的是对手们的神操作:拓路者喊出"陪你去净山"的口号,奥索卡拉出"净山行动"横幅,骆驼直接 怼"不点烟花只爱自然"!网友笑称这是"躺赢式商战"。 曾经和Lululemon并称"中产三宝"的始祖鸟,5000-8000元的冲锋衣还能香多久?这场环保牌商战,怕是 才刚开始! (文章来源:每日经济新闻) 风波未平,股价先崩!母公司亚玛芬体育美股跌5%,蒸发几十亿市值。记者实探始祖鸟的北京门店, 虽有人光顾,但已有会员退货,店员坦言"理解顾虑"。 更扎心的是,斜对面的凯乐石生意明显更火,店员直接承认 "有始祖鸟顾客流过来"。 ...
始祖鸟是只什么鸟?
Hu Xiu· 2025-09-23 07:56
始祖鸟和蔡国强炸山事件最近引发了公众的讨伐。 很巧的是,今年年初,一个中国的新消费品牌想在2025年做品牌升级。要求达到全球化、高奢化和科技 化三个关键词,预算2000万。 Brief拿到后,我们向品牌推荐了蔡国强,计划在南方某城做一场烟花秀,整个事件延续半年,从直播 到短视频到联名衍生品。 老板很满意。 但是,蔡国强婉拒了。 我们的邀请函通过他在中国的一个负责人传去纽约工作室,拒绝的理由有三条。 第一,他的工作行程提前一年早就排满了,品牌合作也要提前一年说; 第二,他一年只做一次商业化活动,开价1000万起; 第三,他不熟悉这个中国的新消费品牌,他只和熟悉的品牌合作。 后一句纯属我们意淫了,找他的品牌每年不计其数。 二 LV的利润是70%,优衣库的利润是50%,拼多多白牌工厂的利润是5%。 蔡国强是品牌市场的稀缺货,这是由供需关系决定的。 因为没有一个艺术家可以像蔡国强一样多元,可以同时满足品牌全球化、高奢化和科技化三种属性。 他是两届奥运烟花总设计师,是国际艺术家,他所选用的材料是中国的四大发明,他的形象是天真无邪 的老顽童。更重要的是,他在中国家喻户晓,老百姓都认识。 再换个说法,在品牌承载方面,中国有 ...
“感谢全力支持我们在这大闹天宫”,蔡国强现场感言曝光,央视记者探访:3天后现场仍有痕迹!当地村民:事发地离青稞种植地仅300多米
Mei Ri Jing Ji Xin Wen· 2025-09-23 05:10
Core Points - The outdoor brand Arc'teryx collaborated with artist Cai Guoqiang to create an "art fireworks show" named "Ascension" in the Himalayas, which sparked controversy due to potential ecological damage [1][4] - Following public backlash, both the brand and the artist issued apologies and expressed willingness to remedy any environmental impact [1][3] - An investigation has been initiated by local authorities to assess the situation and determine appropriate actions based on findings [1][14] Group 1: Event Details - The fireworks show took place at an altitude of 5,500 meters, lasting 52 seconds and featuring 1,050 fireworks [9][11] - The event was located approximately 30 meters from the nearest water body and 6 kilometers from the nearest glacier [9][11] - Local villagers reported significant noise and vibrations during the event, with concerns about its impact on wildlife and agriculture [16][19] Group 2: Environmental Concerns - Environmental experts indicated that the fireworks could have adverse effects on the fragile ecosystem of the Tibetan Plateau, which is home to unique flora and fauna [19][21] - The use of biodegradable materials in the fireworks does not guarantee environmental safety, especially in high-altitude regions where decomposition rates are slow [21][23] - The destruction of the grass mat layer in alpine meadows could lead to soil erosion and long-term ecological damage, potentially taking decades to recover [23][25] Group 3: Legal and Ethical Implications - The event may have violated several environmental protection laws, including the Grassland Law of the People's Republic of China, which prohibits damaging activities in ecologically fragile areas [14][26] - Legal experts emphasized that the environmental impact of the fireworks show contradicts the principles of ecological conservation, regardless of the materials used [26]
长沙天天爆护户外用品有限公司成立 注册资本10万人民币
Sou Hu Cai Jing· 2025-09-23 04:50
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]
始祖鸟咋成了“失足鸟”
Jing Ji Wang· 2025-09-23 03:44
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]
始祖鸟为什么会做自杀式营销?
3 6 Ke· 2025-09-23 03:39
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 ...
始祖鸟跌落神坛
Hua Er Jie Jian Wen· 2025-09-23 03:28
9月19日,始祖鸟赞助艺术家蔡国强在西藏喜马拉雅山脉江孜热龙地区完成了一场名为《升龙》的烟花 表演。三幕彩色烟花沿3000米山脊燃放,形成"升龙"景观。 活动视频发布后迅速引发争议,引发公众对高原生态环境破坏的担忧,指责始祖鸟定位户外品牌但又破 坏户外场域。之后始祖鸟和蔡国强方面均进行了道歉,但公众并不买账。 道歉发布后,始祖鸟在海外社交媒体平台发表的英文说明内容被网友发现与国内版本存在差异,被 指"甩锅"中国团队。海外版本中没有强调承诺会对破坏生态环境的行为进行复核和补救的内容。更严重 的是,海外版本中提到的"与中国团队沟通调整工作方式"被质疑有 "甩锅"嫌疑。 针对这场烟花秀,有行业的专家将其称为"极具侵入性的行为"。青藏高原环境十分特殊,低温少雨的环 境会降低生物活性,从而降低分解速度。外来物质可能过了几年还存在,加重生态负担。外界声光刺激 可能引发动物的应激反应,影响其生活节奏和繁殖周期。 同时,此次事件暴露了始祖鸟在品牌营销边界把控上的问题。始祖鸟作为一个户外品牌,倡导人们走向 户外,但这一行为又破坏了户外场域,与其长期倡导的"敬畏自然""可持续"理念形成冲突。 这一事件的影响仍在发酵。9月22日开 ...
高端化营销为何成“自杀式袭击”:始祖鸟48小时“公关生死局”
创业邦· 2025-09-23 03:13
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 ...
实探始祖鸟门店,硬壳冲锋衣均价在5000元至8000元之间,店员:生意未受“烟花秀”影响
Sou Hu Cai Jing· 2025-09-23 03:10
第一财经记者前往位于上海市青浦区的百联奥特莱斯始祖鸟门店,发现二层楼的店内依然有不少顾客在试穿或询问各种品类,其中男性顾客多于女性,不 过在记者观察的半小时内,实际支付的是两单。 店里的销售人员透露,本周末的客流与之前的周末差别不大,目前没有看出受到"烟花秀"事件的明显影响,门店的不同商品折扣在7-9折左右,没有接到 公司进一步打折的通知。 9月23日,据中国新闻周刊消息,9月22日,始祖鸟"烟花秀"引发的舆论争议仍在发酵,其线下店铺经营照旧。记者实地探访北京荟聚购物中心的始祖鸟门 店时发现,仍有不少消费者穿梭于货架间,收银台前不时有顾客结账。 在价格体系上,始祖鸟的硬壳冲锋衣均价在5000元至8000元之间。 面对"烟花秀"风波,店员直言,从实际经营来看,门店生意并未受到明显影响:"有会员来店里问过,我们特别理解大家的心情。"同时,该店员透露,周 末确实有少量消费者前来退货,"只要符合'购买一个月内、不影响二次销售'的条件,我们都会按规定办理无理由退换货"。 当记者以消费者身份询问始祖鸟目前是否有折扣活动时,工作人员表示:"从来没有折扣,购买的积分可以兑换清洗券。" 记者实地探访店铺后发现,尽管同属一个集团 ...