记者丨贺泓源 编辑丨高梦阳 安踏集团对于Jack Wolfskin（狼爪）的改造正在拉开帷幕。 2025年12月2日，狼爪发布闭店通知，宣布因公司运营策略调整， 其小红书旗舰店预计于2025年12月31日正式结束运 营。"自本公告发布之日起，我们将进入运营收尾阶段，店铺将逐步停止销售功能，但您的权益仍将得到全面保障。" 狼爪在公告中称。 据界面新闻报道称，狼爪小红书店铺之前由合作经销商代运营，由于品牌运营策略调整，与目前代运营公司到年底会 结束合作，因此需要闭店重新调整。 对于狼爪关闭小红书旗舰店一事， 安踏集团向21世纪经济报道记者的回应是，以前述闭店通知为准。 4月10日，安踏集团宣布，以全资收购起源于德国的户外服饰、鞋履及装备专业品牌狼爪，基础对价为现金2.9亿美 元。 6月18日，安踏集团宣布，姚剑成为狼爪品牌掌舵人。 姚剑是安踏的"大功臣"，正是他开启了始祖鸟在华狂奔。 2019年3月，安踏集团联合财团完成对始祖鸟母公司亚玛芬体育收购的几个月后，姚剑入职亚玛芬，担任大中华区总经 理。2024年，姚剑晋升为亚玛芬大中华区总裁，全面负责始祖鸟和威尔胜等品牌的中国业务。同年，姚剑担任亚玛芬 大中华区总裁期 ...

Core Insights - The "Anatomy of the Mountain Explosion" incident continues to have negative repercussions, leading to significant personnel changes in both Tibet's Shigatse and the Greater China region of Arc'teryx [1][7] - The investigation revealed that local government officials in Shigatse made unauthorized decisions regarding a fireworks show, resulting in the investigation and dismissal of key officials [1] - The departure of Ivan She, the General Manager of Arc'teryx Greater China, is perceived as a critical consequence of the incident, impacting the brand's reputation [1][2] Financial Impact - Following the incident, both Anta and Amer Sports (Arc'teryx's parent company) experienced stock price declines, with Anta's stock dropping approximately 7% since the incident [3] - As of October 21, Anta's stock price was HKD 87.5, with a market capitalization of HKD 245.6 billion, significantly lower than its peak of over HKD 500 billion [3] - Amer Sports' stock fell by 12.64% from September 22 to October 21, reflecting investor concerns about the brand's future profitability [5] Consumer Trust and Market Performance - Consumer trust in Arc'teryx has deteriorated, as evidenced by its absence from the top sales rankings during the critical "Double Eleven" shopping festival, indicating a shift in consumer spending [2][12] - The brand's performance in the outdoor category has declined, with competitors like Camel and The North Face outperforming Arc'teryx in sales [12][14] - The ongoing trust crisis may require substantial efforts and costs to rebuild consumer confidence, which could hinder the brand's recovery [1][16] Management Changes and Strategic Challenges - The recent leadership changes in Arc'teryx Greater China, including the appointment of new executives, may lead to strategic shifts that could impact the brand's recovery efforts [10][11] - The new leadership faces the challenge of restoring consumer trust and brand image while navigating a competitive outdoor market [10][11] - The need for a leader with deep outdoor industry experience is emphasized as critical for the brand's turnaround [11][16]

Policy Developments - China aims to reduce greenhouse gas emissions by 7%-10% from peak levels by 2035, with non-fossil energy consumption exceeding 30%[8] - Australia sets a 2035 emissions reduction target of 62%-70% from 2005 levels, supported by a AUD 5 billion Net Zero Fund[9] - Thailand's tourism board promotes ESG tourism, increasing community income by approximately 20%[10] Industry Highlights - The controversy surrounding Arc'teryx's fireworks display poses potential risks to Anta's stock price and brand reputation, highlighting ESG's shift from a "soft indicator" to a "hard constraint" impacting investor confidence[12][13] - WWF calls for a global green trade incentive mechanism to promote low-carbon development, suggesting that China could enhance its climate governance influence by leading rule-making[14] Capital Market Dynamics - As of September 26, 2025, ESG indices outperformed the market, with the Sci-Tech Innovation ESG index rising by 8.8% and the CSI ESG100 increasing by 1.0%[3][23] - Approximately 64 pure ESG public funds exist, with a total net asset of CNY 35.5 billion, while the largest ESG strategy subcategory comprises 388 funds with net assets of CNY 522.4 billion, accounting for 50.6% of total assets[3][28] - By September 26, 2025, there were 3,650 ESG bonds with a total balance of CNY 56,234 billion, including 146 new issuances worth CNY 119.39 billion in September[4][33] Risk Considerations - Rapid policy changes and uncertainties, insufficient policy implementation, backlash against ESG initiatives, and high costs of green technologies pose risks to the sector[38]

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].

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]

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]

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].

Core Viewpoint - The article discusses the brand crisis faced by Arc'teryx, triggered by an art marketing event that contradicted its environmental commitments, leading to public backlash and loss of trust [1]. Group 1: Brand Commitment - Brand commitment is a psychological contract between the company and consumers, crucial for purchase decisions and loyalty [3]. - Arc'teryx has positioned itself with values of "respect for nature" and "professional outdoor spirit," attracting environmentally conscious consumers [3]. Group 2: Brand Consistency - Brand consistency is essential for brand equity, requiring alignment between communication, experience, and actions [7]. - The event contradicted Arc'teryx's environmental positioning by using fireworks in a fragile ecosystem, leading to public disappointment [9]. - The brand's claims of scientific assessment were not backed by third-party evaluations, amplifying consumer skepticism [9]. Group 3: Value Resonance - When a brand's values align with its audience, it fosters loyalty; however, betrayal of these values can provoke collective outrage [10]. - Core outdoor enthusiasts felt betrayed by the fireworks event, which contradicted their values of "leave no trace" [10]. - The general public expressed outrage over perceived privilege, as they were restricted from similar activities in the region [13]. Group 4: Crisis Management - Effective crisis management requires transparency, honesty, and accountability; defensive strategies can worsen public perception [14]. - Arc'teryx's initial response lacked independent environmental assessments and was seen as dismissive [15]. - The brand's choice to delete videos instead of addressing concerns was interpreted as an attempt to hide the truth, further damaging trust [16]. Group 5: Social Media Impact - The incident serves as a cautionary tale about the importance of brand commitments and the consequences of failing to uphold them [17]. - Key lessons include the necessity of genuine brand promises, the importance of consistency, and the potential backlash from value betrayal [17][18].

Group 1 - The outdoor brand Arc'teryx, known as the "Hermès of the outdoor world," faced significant backlash after a fireworks event in the Himalayas on September 19, which was a collaboration with artist Cai Guoqiang [2] - The fireworks show, titled "Ascending Dragon," was intended to celebrate beauty but quickly became a subject of public outrage, leading to the deletion of videos by both Arc'teryx and Cai Guoqiang on the same day [2] - On September 21, Arc'teryx issued apologies, but the inconsistency between their domestic and international apology statements caused further controversy, with the overseas English apology being perceived as "shifting blame" to the Chinese team [2] Group 2 - Following the incident, Arc'teryx's market presence in China has significantly diminished, indicating a potential loss of consumer trust and brand reputation [3]

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].