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ESG月报(2025年9月):始祖鸟营销争议凸显ESG重要性,9月样本ESG指数跑赢大盘-20250929
Huachuang Securities· 2025-09-29 07:14
产业研究 证 券 研 究 报 告 ESG 月报(2025 年 9 月) 始祖鸟营销争议凸显 ESG 重要性,9 月样本 ESG 指数跑赢大盘 ❑ 行业发展动态: 1、政策动态:(1)中国设定 2035 年气候目标,计划将全经济温室气体净排放 量比峰值下降 7%-10%,非化石能源消费占比达 30%以上,风光装机力争达 36 亿千瓦,并推动新能源汽车普及和碳市场覆盖。(2)澳大利亚宣布 2035 年减 排目标为较 2005 年减少 62%-70%,并设立"净零排放基金"等多项资金支持 工业脱碳和清洁能源。(3)泰国旅游局推广 ESG 旅游模式,使社区收入短期 增长约 20%,未来将制定政策框架以吸引更多 ESG 旅游的投资。 2、行业热点:(1)始祖鸟烟花秀引发的环保争议对母公司安踏的股价及品牌 声誉构成了潜在风险。这一事件凸显出,在当代企业的市值管理中,ESG 理 念已从"软性指标"转变为影响投资者信心与品牌价值的"硬约束"。(2)WWF 建议建立全球绿色贸易激励机制,并将其纳入国际谈判,以推动低碳发展。中 国若引领规则制定,可提升其气候治理话语权。 3、产业实践:(1)国网南京公司联合企业构建电池"重生舱" ...
怎么就没人拦一下始祖鸟?脱离公众做营销的反噬
3 6 Ke· 2025-09-26 08:09
Core Viewpoint - The article discusses the public relations crisis faced by the brand Arc'teryx after a controversial fireworks event in the Himalayas, questioning how such an event passed through approval processes and highlighting the disconnect between corporate decision-making and public perception [1][3][27]. Group 1: Event Overview - Arc'teryx organized a large-scale fireworks event in the Himalayas, which has drawn significant public backlash and raised questions about the environmental impact [1][3]. - The event was executed by renowned artist Cai Guoqiang, indicating a high level of investment and ambition behind the marketing strategy [3][4]. Group 2: Approval Process - The event required multiple layers of approval, suggesting that many individuals within the company were involved in the decision-making process [4][5]. - There are two possibilities regarding the approval: either no one recognized the potential issues, or a key decision-maker overruled any objections [6]. Group 3: Information Echo Chamber - The article highlights the concept of an "information echo chamber," where companies may only engage with a limited audience, leading to a skewed understanding of public sentiment [8][9]. - This phenomenon is exacerbated by social media algorithms that create a more pronounced echo chamber effect, making it difficult for brands to gauge genuine public opinion [9][10]. Group 4: Marketing Strategies - The article categorizes marketing strategies into three types: private domain, semi-public, and fully public, emphasizing the risks of relying solely on closed-loop communication [15][16]. - Arc'teryx, as a high-end outdoor brand, may have mistakenly believed that targeting a specific audience was sufficient, neglecting broader public perception [17][18]. Group 5: Public Response and Brand Image - The backlash against Arc'teryx mirrors previous public relations failures, such as the case of Baiguoyuan, where a disconnect between brand messaging and consumer expectations led to negative reactions [10][12]. - The article suggests that brands must engage with a wider audience to avoid misjudging public sentiment and to improve their marketing strategies [24][25]. Group 6: Recommendations for Improvement - To break free from the information echo chamber, companies should actively seek out diverse feedback from non-fans and critics, which can inform better marketing decisions [24][25]. - Regularly monitoring social media platforms, particularly Weibo, can provide valuable insights into public opinion and help brands adjust their strategies accordingly [25][26].
当你的老板叫你去“炸山”
Hu Xiu· 2025-09-25 03:44
Group 1 - The core issue revolves around the public relations crisis faced by the outdoor brand Arc'teryx, which is now owned by Anta, a Chinese company [1] - The incident highlights a disconnect between leadership decisions and practical execution, as seen in the example of a civil engineering project in Iran where a leader's directive was impractical [2][3] - The narrative suggests that employees often have to navigate the challenges posed by leadership's unrealistic expectations, leading to potential misalignment in project execution [4][5] Group 2 - The article reflects on the broader implications of leadership styles in Chinese companies, where decision-making is centralized and often lacks consideration for ground realities [2][4] - It raises questions about accountability and the dynamics of blame in corporate settings, particularly when projects do not go as planned [4][5] - The discussion invites readers to share their experiences and strategies for dealing with challenging leadership directives [6]
始祖鸟为什么会去炸山?
Hu Xiu· 2025-09-25 03:06
Core Viewpoint - The incident involving Arc'teryx setting off fireworks at a 5500-meter snow mountain, intended as a tribute to nature, has led to widespread backlash online, resulting in a significant loss of nearly 10 billion HKD in market value for Anta [1] Group 1 - Arc'teryx, a brand regarded as an outdoor luxury label by the middle class, has faced criticism for its actions, which have transformed its image from a nature protector to an ecological destroyer [1]
“炸山”为何变“炸锅”:始祖鸟蔡国强烟花秀风波的五个追问
Nan Fang Du Shi Bao· 2025-09-23 04:25
Core Viewpoint - The fireworks show "Ascend Dragon," sponsored by outdoor brand Arc'teryx and artist Cai Guoqiang, has sparked significant public backlash due to environmental concerns, particularly regarding its impact on the fragile ecosystem of the Tibetan Plateau [1][2][3]. Group 1: Event Details - The fireworks display took place on September 19 in Shigatse, Tibet, lasting 52 seconds and featuring 1,050 fireworks [2]. - The event was designed to celebrate dragon culture and the spirit of "endless life," but instead of applause, it ignited environmental controversies [2][3]. - The local government is currently investigating the aftermath of the event and its ecological impact [1][5]. Group 2: Environmental Concerns - Experts and local residents have raised alarms about potential pollution to soil, vegetation, and water bodies due to the fireworks [1][3]. - The area, characterized by a high-altitude ecosystem, is particularly sensitive, and the use of biodegradable materials has been questioned regarding their effectiveness in such conditions [3][4]. - Concerns include whether small animals were effectively relocated before the event and the potential disruption to local wildlife and plant life [4][5]. Group 3: Regulatory and Approval Issues - Questions have arisen regarding the approval process for the event, particularly whether environmental assessments were adequately conducted [5][9]. - The local ecological environment bureau indicated that the event was approved based on the use of environmentally friendly materials, without a formal environmental impact assessment [5][9]. - The event's location, while not in a protected area, is still close to water bodies and glaciers, raising further concerns about ecological sensitivity [4][5]. Group 4: Brand Reputation and Marketing Implications - The incident has led to a significant trust crisis for Arc'teryx, which has positioned itself as a brand that respects nature and sustainability [9][13]. - Following the backlash, Arc'teryx issued apologies and stated intentions to cooperate with investigations into the ecological impact of the event [9][13]. - The event has resulted in a notable decline in stock value for parent company Anta Sports, with a market cap loss of approximately 6 billion HKD following the controversy [13][14]. Group 5: Future Considerations and Recommendations - The incident highlights the need for stricter regulations and comprehensive assessments for events in ecologically sensitive areas [14]. - The China Exploration and Research Association has called for a multidisciplinary evaluation mechanism to prevent similar occurrences in the future [14]. - Experts suggest a cautious approach to activities in fragile ecosystems, advocating for thorough pre-event assessments and ongoing ecological monitoring [14].
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“炸山”惹怒中产,安踏蒸发超百亿港元
创业邦· 2025-09-23 00:14
一场 在 喜马拉雅山脉爆炸的烟花 ,让号称 户外界 " 爱马仕 " 的始祖鸟引起了众怒。 9 月 19 日,艺术家蔡国强与户外品牌始祖鸟联手,在西藏喜马拉雅山脉江孜热龙地区点燃三幕山脊 烟花。然而,这场号称"向上致美"的《升龙》烟花艺术秀,却陷入舆论漩涡。 烟花表演当天始祖鸟和蔡国强就迅速删除了视频, 9 月 21 日上午,始祖鸟与蔡国强道歉。更为尴 尬的是, 21 日始祖鸟海内外致歉内容不一致话题冲上热搜,始祖鸟海外英文道歉内容被指"甩锅"中 国团队。 一夜之间,始祖鸟在中国市场飞不动了。 详情请戳视频 以上就是本期全部内容,如果您想了解更多 最新 企业 动态, 欢迎登录 睿兽分析 查看,解锁 赛道 图谱 以及 行业报告 。 ...
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].
一场烟花,两份声明:到底谁说了算
Mei Ri Jing Ji Xin Wen· 2025-09-22 04:38
炒股就看金麒麟分析师研报,权威,专业,及时,全面,助您挖掘潜力主题机会! 每经评论员 孙宇婷 喜马拉雅山脉的寂静被一场烟花秀打破,也在中国社交媒体上引爆了另一场"舆论烟花"。9月19日,户 外品牌始祖鸟与艺术家蔡国强合作的《升龙》烟花表演,在引发生态担忧的批评声浪中,以双方先后公 开致歉暂告段落。 责任编辑:高佳 跨国公司常面临"全球化与本地化"的平衡难题,但高效的全球企业往往能够建立统一的价值观和管理框 架,同时在本地执行层面保持适当灵活性。在始祖鸟事件中,我们看到的却是价值观传达的不一致、危 机响应的碎片化和品牌责任的分歧化。海外团队与中国团队的声明差异,显示出品牌在整合全球资源时 的治理深度仍有不足。 环境保护议题在全球范围内,特别是中国市场的重要性日益凸显。现代消费者,尤其是年轻一代,对品 牌的期待已超越产品功能本身,他们更关注品牌价值观和社会责任。在这种背景下,一个户外品牌在中 国的重要生态屏障进行可能影响环境的艺术项目,本身就显示出对当代消费者价值观的误判。而这种误 判,根源在于品牌本地化团队与全球管理层的沟通隔阂,以及战略监管的缺失。 品牌价值的建立需要长期积累,而破坏可能只在一夕之间。一次不当 ...
每经热评丨一场烟花,两份声明:到底谁说了算
Mei Ri Jing Ji Xin Wen· 2025-09-22 04:28
每经评论员 孙宇婷 环境保护议题在全球范围内,特别是中国市场的重要性日益凸显。现代消费者,尤其是年轻一代,对品 牌的期待已超越产品功能本身,他们更关注品牌价值观和社会责任。在这种背景下,一个户外品牌在中 国的重要生态屏障进行可能影响环境的艺术项目,本身就显示出对当代消费者价值观的误判。而这种误 判,根源在于品牌本地化团队与全球管理层的沟通隔阂,以及战略监管的缺失。 品牌价值的建立需要长期积累,而破坏可能只在一夕之间。一次不当的品牌活动,不仅会影响始祖鸟在 消费者心中的高端户外形象,也会波及其所属的整个品牌矩阵的声誉。这种"品牌涟漪效应"在多品牌运 营中尤为明显,需要更加精细化的品牌管理和危机应对机制。 从企业治理角度看,这次事件为所有通过跨国运营实现全球化扩张的企业敲响了警钟。国际化不仅仅是 市场拓展,更是文化整合、管理协同和价值共建的复杂过程。真正的"管得好"和"协同好"需要建立现代 化的全球企业治理结构,包括统一的品牌价值观、有效的跨文化沟通机制和敏捷的危机应对体系。 始祖鸟烟花事件最终会随着时间流逝而淡出公众视野,但它所暴露的跨国企业在全球化治理中的挑战却 值得长期关注。作为一家具有全球影响力的高端户外 ...