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中国广告协会呼吁广告行业坚守道德、生态与社会价值底线
Xin Jing Bao· 2025-09-22 02:16
新京报讯 据中国广告协会网站消息,某户外运动品牌在喜马拉雅山区开展的烟花秀,最终落得"适得其 反"的结果,令人扼腕。作为曾凭借优质产品与品牌形象积累良好口碑的品牌,其本可在营销之路上有 更多正向探索,此次却意图借创意提升品牌声量,反因在海拔5000多米、生态极度脆弱区域举办活动, 以"敬畏自然"之名行有可能损害生态之实,让多年信任一朝受损。 我们对该品牌的行为深感惋惜,更盼广告行业以此为戒:创意可大胆,界限须坚守。广告人在追求营销 突破时,务必将生态保护、道德准则、政策导向铭记于心,让每一次创意都成为传递价值、凝聚信任的 正向行动。品牌营销的生命力,源于对社会、对自然、对消费者的尊重与责任,唯有坚守底线,以合 法、合规、合德、合情的方式展现创意,方能实现品牌与行业的健康可持续发展,避免因"越界"行为损 害形象、辜负消费者对品牌的信任。 品牌价值的构建非一日之功,却可能因一次越界行为引发危机。这一事件深刻印证了一个道理:营销创 意若脱离对生态、道德、政策的基本敬畏,越过原则界限,不仅无法实现品牌增值,反而会让品牌陷入 舆论泥沼,得不偿失。环保已成为社会发展的核心议题与国家政策导向,消费者对品牌的社会责任感与 生 ...
浙江宣传:这场烟花,是致敬还是失敬
转自:北京日报客户端 这两天,一场在喜马拉雅山脉举行的烟花秀牵动了网友们的心。绚丽的烟花绽放在世界之巅,打着致敬 自然的旗号,却引来了批评的声音。不少人认为,在生态极其脆弱的地区搞一场或许有环境风险的商业 性"艺术创作",无疑是对大自然的亵渎。 目前,主办方及艺术家均已道歉,然而这场烟花不易冷,对于"确实存在很多考虑不周之处"之辞,许多 网友依然不买账。这场烟花秀问题到底出在哪里?又给我们留下了哪些待解的生态之问和长远反思? 现场视频 显示,烟花秀通过火药爆破在山脊点燃三幕烟花,形成"升龙"动态景观 图源:"央视新闻"微信公众号 一、保护,容不得一丝大意 从烟花秀的现场视频中可以看到,点火后彩色的烟花顺着起伏的山脊依次绽放,背后是洁白高耸的雪 山。据报道,此次活动所在地平均海拔超4600米,属于典型的高原地区,生态系统的抗干扰和自我恢复 能力较弱,过度的人为干预很可能引发难以修复的生态破坏。也正是由于地理环境的特殊性,这场烟花 秀迅速引发了公众对环保问题的广泛关注。 在很多人看来,燃放烟花往往会带来空气污染、声光污染等。尽管主办方对其进行了解释说明,但并未 能打消公众的疑虑。 比如,有网友质疑,主办方声称使用 ...
8点1氪:始祖鸟外网道歉被指甩锅中国团队;国务院食安办:大力推广预制菜明示;iPhone 17系列回收价低于官网售价
36氪· 2025-09-22 00:00
Group 1 - Arc'teryx issued apologies in both domestic and international markets, with the content of the statements differing significantly [4] - The international apology was criticized for distancing the brand from its Chinese team, suggesting a blame-shifting approach [4] - The controversy arose from an event involving fireworks in the Himalayas, which was a collaboration with artist Cai Guoqiang [4] Group 2 - The Chinese government is actively working on establishing national standards for pre-prepared dishes, involving multiple departments to enhance consumer rights [5] - The second-hand market for the iPhone 17 series has seen fluctuations, with some models' buyback prices dropping below official retail prices [5] - The recent price adjustments in the express delivery sector in Shanghai are aimed at curbing low-price competition, primarily affecting e-commerce shipments [7] Group 3 - Tesla faces legal action from Chinese customers over alleged fraud related to its Full Self-Driving (FSD) feature, with claims of unmet promises regarding functionality [7] - The Chinese mining company is responding to an $80 billion compensation claim in Zambia, asserting that the claim lacks basis and has engaged legal counsel [9] - The reopening of the Notre-Dame Cathedral towers marks a significant milestone in the restoration process following the 2019 fire [12]
成为“网红”,是始祖鸟犯的错
Xin Lang Cai Jing· 2025-09-21 20:18
Core Viewpoint - The collaboration between the brand Arc'teryx and artist Cai Guoqiang for the art project "Ascension Dragon" has led to a significant public relations crisis, as the event's fireworks display in a fragile ecological area has drawn widespread criticism from environmental organizations and consumers [1][3]. Group 1: Brand Crisis - The fireworks event has been perceived as a betrayal of the brand's core values of environmental respect, leading to a rapid decline in brand image [1][4]. - Following the backlash, both Arc'teryx and Cai Guoqiang issued apologies and committed to third-party ecological assessments, but these actions cannot quickly restore the damaged ecological environment or brand reputation [1][6]. - The incident is seen as a culmination of a strategic shift for Arc'teryx since its acquisition by Anta, moving from a focus on performance and environmental sustainability to chasing social media trends and exposure [3][19]. Group 2: Brand Identity and Values - Arc'teryx's previous reputation was built on its commitment to environmental sustainability and high-performance outdoor gear, which has now been undermined by the recent event [5][6]. - The brand's shift towards a "luxury sportswear" narrative has led to a disconnect with its original values, resulting in public perception of the brand as superficial and hypocritical [7][19]. - The contrasting responses from Arc'teryx's global and Chinese social media accounts highlight a lack of consistent brand identity and values post-acquisition [11][13]. Group 3: Market Position and Competition - The outdoor market is witnessing the rise of niche brands that focus on specific outdoor activities, which are gaining loyal customers through their commitment to quality and performance [21][23]. - Arc'teryx's strategy of positioning itself as a luxury brand through limited editions and high prices may lead to a loss of credibility and market share, especially as competitors like Patagonia and The North Face continue to emphasize sustainability and professional credibility [19][23]. - The recent crisis has exposed the fragility of Arc'teryx's "luxury sportswear" narrative, as the brand struggles to maintain its high-end positioning amidst growing consumer skepticism [23].
始祖鸟“跑偏”
Bei Jing Shang Bao· 2025-09-21 15:57
Core Viewpoint - The incident involving the release of fireworks in the Himalayas by the brand Arc'teryx and artist Cai Guoqiang has sparked significant public backlash, raising questions about the brand's commitment to its environmental and outdoor ethos [1][3][5]. Group 1: Incident Overview - On September 19, Arc'teryx collaborated with Cai Guoqiang to launch a fireworks art project in the Himalayas, which was widely shared on social media [3]. - The fireworks, although claimed to be biodegradable, raised concerns due to the fragile ecological environment of the high-altitude region [3]. - The event led to a public outcry, with related topics trending and accumulating over 130 million views [3]. Group 2: Brand Response - Both Arc'teryx and Cai Guoqiang issued apologies and committed to cooperating with relevant authorities for environmental assessments and recovery actions [3][5]. - Arc'teryx expressed gratitude for public concern regarding the ecological impact and promised to expedite its environmental protection initiatives in Tibet [3][5]. Group 3: Brand Image and Market Position - Arc'teryx has been perceived as straying from its core values of outdoor professionalism and environmental sustainability, which could jeopardize its reputation as a high-end outdoor brand [5][9]. - The brand has increasingly associated itself with luxury and high fashion, which some consumers feel undermines its original outdoor ethos [7][9]. - The brand's recent performance has been strong, with a reported revenue of $2.7 billion in the first half of the year, marking a 23.46% increase, largely attributed to Arc'teryx's contributions [8]. Group 4: Consumer Reaction - Loyal customers expressed disappointment, emphasizing the importance of the "Leave No Trace" principle in outdoor activities [6]. - Some influencers and outdoor enthusiasts have chosen to sever ties with Arc'teryx, citing a betrayal of the outdoor community's values [6].
始祖鸟“失足”,大自然不是秀场
Bei Jing Shang Bao· 2025-09-21 15:57
当海拔5500米的喜马拉雅山脊上升起五彩烟花,始祖鸟本想与艺术家蔡国强合作,通过烟花艺术项 目"升龙"表达高山文化,巩固品牌的户外高端形象,没想到"炸山"行为在舆论场上也炸了锅。 舆论不断发酵,蔡国强、始祖鸟发文道歉,始祖鸟表示将展开及时有效的补救行动。新华社评论称"放 错了地的'烟花秀',再美也是破坏",遵守法律法规是底线,而对生态环境和自然的敬畏是高线。 人民微评发出系列追问:烟花散去,不能仅留下道歉。会否破坏青藏高原生态环境?会否惊扰当地的动 植物生长?该如何修复?营销活动,该如何规范? 9月21日凌晨,西藏"云端珠峰"微信公众号发布通报,日喀则市委、市政府高度重视,已成立调查组第 一时间赶赴现场核查,后续将根据核查结果依法依规处理。 作为始祖鸟品牌"向上致美"的一部分,用烟花燃放形成"飞龙腾空"的视觉景观,在互联网上一播出就引 起广泛关注,并很快引发了一场关于商业流量、艺术表达与生态责任的尖锐质询。 其中,最核心的问题是烟花表演对当地环境生态造成的影响。 主办方公布的一系列"环保"措施,即使是用了环保材料,实现了动物疏散,仍没能平息舆论的质疑。 目前看,主办方事前所采取的保护措施,在科学理论和专业实践 ...
炸山营销的始祖鸟,在“背叛”户外的路上越走越远
虎嗅APP· 2025-09-21 15:04
以下文章来源于爅爅有闻 ,作者赵小爅 很难说,如果没有官方的介入,这样的致歉会不会来得这么"及时"和"态度端正"。 一 毕竟9月19日烟花表演当天,始祖鸟和蔡国强就迅速双双删除了活动的相关微博及视频,在9月20日 一整天舆论的滔天批评中,依然保持着傲慢的不回应。 似乎即使是内心隐约知道做得不对,但不到万不得已,也绝不会公开承认自己真的做错了。 爅爅有闻 . Z世代消费观察 本文来自微信公众号: 爅爅有闻 (ID:chattycats) ,作者:赵小爅,题图来自:AI生成 一场在海拔5500米喜马拉雅山脉爆炸的烟花,炸碎了始祖鸟的户外灵魂。 9月21日凌晨,西藏日喀则市政府官方通报已成立调查组赶赴现场核查,当天上午, 始祖鸟与蔡国强 接连发布致歉,承认了错误,并表示会配合政府部门开展生态补救措施。 唯一能确定的是,始祖鸟主导的这场高原炸山活动能落地执行完成,说明始祖鸟内部必然是达成了共 识的。 有人为始祖鸟"吃户外的饭,炸户外的山"感到不解。 但事实上, 让始祖鸟飞到当今高度的那个饭碗,从来不是真正传统而硬核的"户外",而是真正能带 来利润与仰望的"高端"。 从奢侈品联名、跨界大秀、艺术合作的营销活动,到日益时 ...
烟花秀事件后,直击始祖鸟门店→
Di Yi Cai Jing· 2025-09-21 14:31
Core Viewpoint - The outdoor brand Arc'teryx faced significant backlash following a controversial fireworks show in the Himalayas, leading to public apologies and an investigation by local authorities, although initial sales at their stores remained stable [2][3][5]. Company Performance - Arc'teryx's parent company, Amer Sports, reported a revenue of $5.183 billion in 2024, with the outdoor functional apparel segment, which includes Arc'teryx, achieving a 36% year-on-year growth to $2.194 billion, making it the highest revenue-generating segment among its three business units [5][6]. - In 2024, Amer Sports' revenue from the Greater China region reached $1.298 billion, while the Americas and EMEA regions generated $1.859 billion and $1.513 billion, respectively [5][6]. - By 2025, the Greater China region became Amer Sports' largest market, with a revenue increase of 42% to $410 million, while the Americas saw a 6% growth to $395 million [5][6]. Market Dynamics - The outdoor sports market in China is projected to reach a total scale of 1.35 trillion yuan in 2024, reflecting a 28.6% growth from 2022, indicating a favorable environment for international brands [8]. - Arc'teryx is facing intensified competition in the high-end outdoor market, with competitors like Toray, which has secured exclusive operating rights for several international brands in the Greater China region [8]. - Following the fireworks incident, Arc'teryx's store in Shanghai was observed to have stable customer traffic, but nearby competitors like KOLON SPORT and THE NORTH FACE implemented crowd control measures, indicating a competitive retail environment [9].
实探门店|消费者爆买的始祖鸟,烟花秀事件后市场蛋糕会被瓜分吗
Di Yi Cai Jing· 2025-09-21 13:35
Core Viewpoint - The recent fireworks event organized by Arc'teryx in collaboration with artist Cai Guo-Qiang in the Himalayas has sparked significant controversy, leading to public backlash and apologies from both parties involved [1] Group 1: Company Response and Consumer Sentiment - Arc'teryx and Cai Guo-Qiang issued apologies following the backlash from the fireworks event, and local authorities have initiated an investigation [1] - Despite the controversy, consumer sentiment appears mixed, with some expressing disappointment in the brand's marketing decisions, while others continue to shop at Arc'teryx stores without noticeable impact on sales [1] - A visit to an Arc'teryx store revealed steady customer traffic, with no immediate signs of sales decline due to the fireworks incident, and discounts ranging from 70% to 90% [1] Group 2: Financial Performance and Market Position - Arc'teryx's parent company, Amer Sports, reported a revenue of $5.183 billion in 2024, with the outdoor functional apparel segment, including Arc'teryx, achieving a 36% year-on-year growth to $2.194 billion, making it the highest revenue-generating segment [3] - In 2024, the Greater China region generated $1.298 billion in revenue for Amer Sports, while the Americas and EMEA regions generated $1.859 billion and $1.513 billion, respectively [3] - By 2025, Greater China became Amer Sports' largest market, with a 42% revenue increase to $410 million, while the Americas saw a 6% increase to $395 million [3] Group 3: Competitive Landscape - The outdoor high-end market is becoming increasingly competitive, with Amer Sports planning to close some underperforming Arc'teryx stores in Greater China while focusing on opening larger, higher-quality stores [5] - The company aims to reduce discounting and outlet sales, as lower outlet sales negatively impact overall sales performance [5] - Competitors like Tmall, which has secured exclusive rights for several international outdoor brands, are emerging, posing a challenge to Arc'teryx's market position [6]
在青藏高原用烟花炸了一座山,始祖鸟和蔡国强错在了哪儿?
36氪· 2025-09-21 13:34
Core Viewpoint - The article critiques a recent fireworks performance in Tibet, highlighting its unnecessary nature and significant environmental impact, particularly on the fragile ecosystem of the Tibetan Plateau [4][43]. Summary by Sections Event Overview - The performance was part of a brand's "Towards Beauty" initiative, taking place at an altitude of approximately 4600 to 5050 meters in Tibet, aiming to explore local culture through art [6][8]. Public Reaction - Following the event, widespread criticism emerged on social media, focusing on the artistic value, cultural insensitivity, and, most importantly, the environmental consequences of the performance [8][9]. Environmental Impact - The Tibetan Plateau is recognized as a crucial ecological barrier but is also one of the most ecologically fragile areas, with limited capacity for recovery from disturbances [16][18]. - The harsh natural conditions and unique adaptations of local flora make the ecosystem particularly vulnerable to disruptions, such as those caused by the fireworks display [19][21]. Vegetation and Soil Concerns - The primary vegetation type in the event area is alpine meadow, characterized by a fragile "mat layer" that is essential for preventing soil erosion and supporting the food web [23][25]. - Disturbances from the fireworks could lead to irreversible damage to this mat layer, making natural recovery extremely difficult and potentially taking decades [25][26]. Misguided Mitigation Efforts - The organizers claimed they would restore the area by tilling the soil and repairing vegetation, a method deemed ineffective in the alpine context due to the unique soil composition and ecological dynamics [26][34]. - The use of salt bricks to lure small animals away from the fireworks area was criticized as impractical and ineffective, as it does not account for the natural behavior of these animals [27][30]. Legal and Regulatory Context - The article references the newly enacted "Tibetan Plateau Ecological Protection Law," which aims to safeguard the region's ecology and prevent activities that could lead to environmental degradation [40][41]. - Potential legal violations from the event include engaging in activities that could harm the fragile ecosystem, particularly in areas prone to soil erosion [42][43]. Conclusion - The performance is characterized as unnecessary, infringing on public environmental resources for the sake of artistic expression, with calls for proper assessment and remediation of the ecological damage caused [43][44].