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央视披露烟花秀最新现场,当时在场工作人员讲述细节
Xin Jing Bao· 2025-09-23 01:07
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。 ...
从始祖鸟是如何灭绝的说起
3 6 Ke· 2025-09-23 00:47
当烟花照亮雪山,品牌危机悄然升起 始祖鸟,这个6500万年前的古老生物,在地球的一次大灭绝中悄然消失。它的灭绝,是环境剧变的结果,也是自然法则的冷酷呈现。今天,我们讨论的不 是化石,而是一个同样名为 "始祖鸟" 的品牌 —— 在一次看似华丽的艺术营销中,它几乎亲手点燃了自己的危机。 2025年9月,始祖鸟(Arc'teryx)与艺术家蔡国强在西藏喜马拉雅山脉海拔5500米的热龙乡联合实施"圣龙的烟火"活动。主办方宣称使用"生物可降解材 料",并强调已考虑到野生动物与植被的影响,彩色烟雾被包装为"科学与艺术结合"的盛景。 然而,活动画面在社交媒体传播开来后,舆论瞬间逆转:环保人士批评其破坏生态,户外玩家认为其亵渎自然,普通公众更愤怒于"特权燃放"的不公。 一场旨在借助艺术叙事提升品牌价值的活动,为何成为品牌价值坍塌的转折点?我们将从四个经典营销理论,逐一解剖这次公关翻车的深层逻辑。 网络素材 一、品牌承诺:契约瓦解,信任弱化 Aaker在《Managing Brand Equity》中提出,品牌承诺是企业与消费者之间的一种"心理契约",它关乎消费者能否在产品与服务中,体验到品牌所宣称 的核心价值。这种承诺一旦建 ...
始祖鸟烟花秀事件持续发酵 多方呼吁保护高原生态守护生灵净土
Chang Jiang Shang Bao· 2025-09-22 23:17
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].
始祖鸟烟花秀:环保底线不只是“走流程”
经济观察报· 2025-09-22 15:02
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].
始祖鸟“炸山”风波,给安踏扩张敲响警钟丨消费快评
Core Viewpoint - The controversy surrounding Arc'teryx's "explosion in the mountains" continues, raising concerns about environmental impact and brand management, particularly in the context of its parent company, Anta Group [1][3][5]. Group 1: Incident Overview - Arc'teryx's sponsorship of a fireworks show in Tibet has sparked significant backlash due to fears of ecological damage in a fragile high-altitude environment [1][3]. - The company's apology letters differ between domestic and international audiences, suggesting a lack of cohesive brand management [6][8]. - Experts have raised concerns about the long-term environmental effects of the fireworks, despite claims of using biodegradable materials [3][4]. Group 2: Brand and Market Impact - Following the controversy, Anta Group's stock price fell by 2.22% to HKD 94.65 per share, indicating market apprehension regarding the company's management and brand strategy [1][10]. - Arc'teryx has experienced rapid growth in China, with a compound annual growth rate (CAGR) of 58% from 2019 to 2022, highlighting its significance in Anta's multi-brand strategy [10][12]. - The brand's premium pricing strategy, with products starting at CNY 4,495, has contributed to its high market positioning, but the recent controversy may undermine its perceived value [9][10]. Group 3: Corporate Governance and Strategy - The incident reveals potential governance issues within Arc'teryx, suggesting that the marketing department may not have conducted adequate research prior to the event [5][12]. - Anta Group's strategy emphasizes a focus on acquiring brands with strong value, but the recent events raise questions about its ability to manage multiple high-profile brands effectively [12]. - The controversy may necessitate a reevaluation of Anta's operational readiness to handle the complexities of managing diverse brands, especially in sensitive markets like China [12].
安踏的“户外帝国”守卫战
Bei Jing Shang Bao· 2025-09-22 13:21
Core Viewpoint - Anta Sports is facing a significant public relations crisis due to the "fireworks incident" involving its outdoor brand Arc'teryx, which has led to a decline in consumer trust and a drop in stock price, highlighting the challenges of balancing scale and brand values in a competitive outdoor market [1][9][10]. Group 1: Company Strategy and Acquisitions - Anta Sports has been actively building an outdoor brand empire through acquisitions, including the full acquisition of Jack Wolfskin for $290 million and the purchase of Amer Sports for €4.6 billion, which includes brands like Arc'teryx and Salomon [4][5]. - The company aims to establish a multi-brand universe with a focus on global expansion, adhering to a "single focus, multi-brand, globalization" strategy [4][5]. - In 2024, Anta's revenue is projected to exceed 70.826 billion yuan, marking a 13.6% year-on-year growth, making it the leading sports market player in China [5]. Group 2: Brand Performance and Marketing - Amer Sports, under Anta's ownership, reported a 23.46% revenue increase to $2.708 billion in the first half of 2025, with a net profit surge of 3047.06% [6]. - The marketing strategies employed by Anta have successfully positioned brands like Descente and Salomon as fashionable choices among middle-class consumers, expanding their market reach [7][8]. - The revenue from all other brands, including Descente and Kolon, reached 7.412 billion yuan in the first half of 2025, reflecting a 61.1% increase [7]. Group 3: Crisis and Brand Value - The fireworks incident has raised concerns about the dilution of Arc'teryx's brand values, which traditionally emphasize respect for nature and environmental sustainability [9][10]. - Experts suggest that the incident serves as a warning for Anta to protect and uphold the core values of its brands while pursuing aggressive growth strategies [10][11]. - The marketing approach that focuses on trendy labels and short-term gains may risk alienating core outdoor enthusiasts and undermine the long-term value of the brands [11].
喜马拉雅烟花“难散”,是谁让它一路“升腾”
Nan Fang Du Shi Bao· 2025-09-22 12:54
Core Viewpoint - The controversy surrounding the firework display organized by the outdoor brand Arc'teryx and artist Cai Guo-Qiang in the Himalayas has sparked significant public discussion and backlash, leading to a decline in the stock price of Anta Sports, the parent company of Arc'teryx [2][3]. Group 1: Environmental Impact - Experts have criticized the notion that using biodegradable materials absolves the event from ecological responsibility, emphasizing that the degradation process is highly dependent on local biological activity, which is fragile in the area [2][3]. - The ecological restoration of alpine meadows can take decades or even centuries, highlighting the long-term impact of such events [2]. Group 2: Regulatory Oversight - The local government had previously approved the firework display, maintaining that the procedures were compliant and that the ecology was not harmed, despite the subsequent backlash [3][4]. - The environmental impact assessment law requires projects with minimal environmental impact to file a registration form, but the approval process for this event appears to have overlooked stricter regulations applicable to the Himalayas [3][5]. Group 3: Broader Implications - The event was part of Arc'teryx's "Upward to Beauty" series, which aimed to promote cultural tourism in the region, suggesting that economic incentives may have influenced the decision-making process [4]. - The investigation into the firework display should extend beyond this incident to examine other projects that may also be violating ecological regulations under the guise of compliance [5].
生态环境部门回应“始祖鸟高山烟花秀”调查进展:领导正处理
Nan Fang Du Shi Bao· 2025-09-22 12:40
Core Viewpoint - The collaboration between the outdoor brand Arc'teryx and artist Cai Guoqiang for the "Ascend Dragon" fireworks show in the Himalayas has faced significant public criticism regarding its environmental impact [1][2] Group 1: Event Overview - The fireworks show took place in the Hotlong Township of Shigatse City, Tibet, and was designed to celebrate dragon culture and the spirit of "endless life" [1] - The event featured colorful fireworks along the mountain ridges, forming the shape of a dragon [1] Group 2: Environmental Concerns - Critics have raised concerns that the fireworks could physically disturb the fragile high-altitude soil and vegetation, as well as pollute the air and water [1] - A professor from Qinghai Minzu University highlighted that biodegradable materials may not decompose in the high-altitude environment, potentially harming the local ecosystem [1] Group 3: Official Response - Following the public outcry, the Shigatse Municipal Party Committee and government have taken the matter seriously, establishing an investigation team to assess the situation [1][2] - Both Cai Guoqiang's studio and Arc'teryx issued apologies on the same day the fireworks video was released online [1]
“鸟牌”“炸王”一相逢,便胜却人间愚蠢无数
Hu Xiu· 2025-09-22 10:28
Core Viewpoint - The article discusses the backlash faced by a renowned artist after a controversial fireworks display in an ecologically sensitive area, highlighting the clash between artistic ambition and environmental responsibility [10][11][12]. Group 1: Artist's Background and Previous Works - The artist has a history of using explosive art to make statements, with notable works including a 1993 performance in Gobi Desert and various installations around the world, often in politically or culturally significant locations [6][10]. - In 2008, during the Beijing Olympics, the artist created a fireworks display at the Great Wall, which was environmentally conscious but ultimately went unbroadcasted due to timing issues [4][5]. Group 2: Recent Controversy - The recent fireworks show, conducted in collaboration with an international outdoor brand, sparked outrage due to its location in an ecologically fragile area, leading to significant public criticism and calls for accountability [10][11]. - The artist's previous claims of using biodegradable materials and environmentally friendly practices were overshadowed by the negative consequences of the recent event, resulting in a substantial drop in the parent company's stock value, estimated at a loss of approximately 12.5 billion HKD [12][11]. Group 3: Industry Implications - The incident serves as a cautionary tale for brands engaged in cross-disciplinary marketing, emphasizing the need for greater sensitivity to environmental and cultural contexts [11][12]. - The backlash has prompted discussions about the intersection of commercial interests and ecological ethics, suggesting that brands may need to reassess their strategies in light of public sentiment [11][12].
“在青藏高原连放3次烟花炸山、国内外道歉信双标”,始祖鸟还能把环保当奢侈品卖给中产吗?
3 6 Ke· 2025-09-22 09:22
Core Viewpoint - The outdoor brand Arc'teryx organized a controversial fireworks event in the Himalayas, which has sparked significant backlash for its perceived environmental insensitivity despite claims of using biodegradable materials [1][5][36]. Group 1: Event Overview - Arc'teryx collaborated with artist Cai Guoqiang to host an art event called "Ascending Beauty" featuring a fireworks display in the Himalayas, aimed at showcasing respect for nature [1][4]. - The event took place at an altitude of 4690-5500 meters, with the fireworks designed to symbolize a dialogue between humanity and nature [1][19]. - The fireworks were claimed to be made from biodegradable materials, and the event was marketed as part of a series focused on exploring high-altitude cultural themes [5][19]. Group 2: Public Reaction - The event was met with widespread criticism, with many accusing Arc'teryx of lacking respect for nature and using lowbrow aesthetics [2][4]. - Social media backlash included accusations of the brand becoming "explosive" in its approach to environmentalism, leading to a loss of goodwill among consumers [4][5]. - Critics highlighted the contradiction of promoting environmental values while conducting a fireworks show in a fragile ecosystem [36][39]. Group 3: Environmental Concerns - The fireworks display raised questions about its environmental impact, particularly in the ecologically sensitive Tibetan Plateau, which is home to numerous endangered species and delicate ecosystems [5][8][11]. - Experts pointed out that even biodegradable materials could pose risks to the local environment, as the area has a low capacity for ecological recovery [11][14]. - The event's planning included measures to relocate livestock and monitor wildlife, but the effectiveness of these measures was questioned by environmentalists [7][15][21]. Group 4: Brand Image and Marketing Strategy - Arc'teryx has positioned itself as a brand that combines sustainability with artistic expression, often collaborating with artists to enhance its environmental messaging [23][25]. - The brand's recent marketing strategies have included high-profile events in culturally significant locations, aiming to leverage the cultural value of the Tibetan region [29][31]. - Despite the backlash, the fireworks event was seen as a marketing success in terms of visibility, aligning with the brand's narrative of sustainability and artistic engagement [33][36].