中经记者 刘旺 北京报道 近日，多家媒体报道称，始祖鸟母公司亚玛芬体育内部宣布，始祖鸟大中华区总经理Ivan She佘移峰已 离职，该职务暂由亚玛芬体育大中华区总裁马磊接任，过渡期间，马磊将直接向始祖鸟全球首席执行官 汇报。 对于该消息，《中国经营报》记者向亚玛芬控股股东安踏方面求证，但对方并未回复。始祖鸟官方客服 也未回答相关问题。 实际上，在今年7月，亚玛芬体育刚刚迎来中国区管理层的大换血，马磊被任命为大中华区总裁。入职 始祖鸟之前，马磊曾任中乔体育总经理。 不过，亚玛芬体育、始祖鸟频繁的人事变动，则在一定程度上展现出了安踏的用人哲学。高管交替的同 时，始祖鸟所在的户外市场竞争激烈，天气转凉，户外赛道却热了起来。 高管交替 2019年，安踏联合财团收购亚玛芬体育之后，始祖鸟大中华区经历了多位掌舵人。2019年，安踏元老徐 阳接手始祖鸟大中华区的全盘业务，被同事称为"鸟总"。在接手始祖鸟中国区业务前，他负责安踏篮球 事业部，打造了"要疯"IP和多款旗舰产品。 徐阳在接手始祖鸟中国区的业务后，通过渠道端转型直营、打造品牌IP、精准营销等策略，成功提升了 始祖鸟的品牌形象和市场份额。 佘移峰最近一次公开亮相是在 ...

每经编辑｜金冥羽 据中国新闻周刊，10月17日，始祖鸟母公司亚玛芬体育内部公告宣布始祖鸟大中华区总经理Ivan She（佘移峰）离职，其职务暂由亚玛芬大中华区总裁 Jeffery Ma（马磊）代理。在过渡期间，马磊将直接向始祖鸟全球首席执行官Stuart Haselden汇报。 佘移峰是安踏的资深高管，拥有多年零售行业经验。在安踏收购亚玛芬后，他曾担任始祖鸟中国市场首任总经理徐阳的副手，负责零售业务，并于今年初 升任大中华区总经理。 值得注意的是，佘移峰此次离职，距离"烟花秀"事件不到一个月时间。9月19日，始祖鸟联手艺术家蔡国强在喜马拉雅山放烟火，引发大量关注与环保争 议。随后，"云端珠峰"微信公众号发布情况通报表示，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。 始祖鸟9月21日官方微博就此发表致歉信，并称"有责任在政府部门监管下，配合艺术家团队对该项目全过程的环境生态影响进行复核，邀请第三方专业环 保机构，开展严谨而透明的评估工作"。 10月15日，西藏日喀则市通报《蔡国强：升龙》烟花秀调查结果，认定始祖鸟作为赞助方需依法承担相应生态环境损害赔偿与生态修 ...

9月19日，知名户外品牌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（海拔约5500米）燃放艺术烟花，相关烟花秀视频9月20日在网络发布 后，火药爆破山脊引发"炸山"争议，这一烟花秀被指严重破坏高海拔脆弱生态。 事件发生后，央视新闻报道称，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。 在事件持续发酵下，9月21日，始祖鸟官方发出致歉信，始祖鸟表示，品牌方有责任在政府部门监管下，配合艺术家团队对该项目全过程的环境生态影响 进行复核，邀请第三方专业环保机构，开展严谨而透明的评估工作。始祖鸟还承诺，将依据评估结果与社会各界的反馈，展开及时有效的补救行动。 据了解，始祖鸟是加拿大高端户外服饰品牌，其母公司为亚玛芬体育（Amer Sports Corporation），总部位于芬兰赫尔辛基。2019年2月，安踏体育牵头的 财团完成对亚玛芬体育的要约收购。 受相关事件影响，9月22日开盘后，安踏股价一度大跌超7%，截至午盘，股价仍下跌超3%。 据了解，自被安踏收购之后，始祖鸟及其母公司亚玛芬体育获得了"新生"，公司在2024年成功赴美上市，目前其总市值已超过200 ...

9月19日，知名户外品牌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（海拔约5500米）燃放艺术烟花，相关烟花秀视频9月20日在网络发 布后，火药爆破山脊引发"炸山"争议，这一烟花秀被指严重破坏高海拔脆弱生态。 事件发生后，央视新闻报道称，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。 在事件持续发酵下，9月21日，始祖鸟官方发出致歉信，始祖鸟表示，品牌方有责任在政府部门监管下，配合艺术家团队对该项目全过程的环境生态影响进行复 核，邀请第三方专业环保机构，开展严谨而透明的评估工作。始祖鸟还承诺，将依据评估结果与社会各界的反馈，展开及时有效的补救行动。 据了解，始祖鸟是加拿大高端户外服饰品牌，其母公司为亚玛芬体育（Amer Sports Corporation），总部位于芬兰赫尔辛基。2019年2月，安踏体育牵头的财团 完成对亚玛芬体育的要约收购。 受相关事件影响，9月22日开盘后，安踏股价一度大跌超7%，截至午盘，股价仍下跌超3%。 据了解，自被安踏收购之后，始祖鸟及其母公司亚玛芬体育获得了"新生"，公司在2024年成功赴美上市，目前其总市值已超过200 ...

Group 1: Arc'teryx Controversy - Arc'teryx issued an apology regarding a controversial fireworks display, stating they are in direct communication with the local artist and their Chinese team to resolve the issue and will change their working methods to prevent future occurrences [1] - The apology has been criticized for appearing to distance the brand from its Chinese team, with discrepancies noted between the English and domestic versions of the statement [1] Group 2: Berkshire Hathaway's Investment in BYD - Berkshire Hathaway has completely divested its stake in BYD, marking the end of a 17-year investment that began in 2008 with a $230 million purchase of 225 million shares, representing 9.89% of the company [4] - During the holding period, BYD's stock price increased approximately 3890%, significantly benefiting Berkshire Hathaway [4] - As of June 2024, Berkshire's stake in BYD was reduced to below 5% after selling nearly 76% of its shares since August 2022 [4] Group 3: NIO's ES8 Pricing Strategy - NIO's CEO Li Bin announced the new ES8 pricing starting at 408,600 yuan, with a battery rental option beginning at 298,800 yuan, emphasizing that the pricing reflects reasonable margins and is not driven by price wars [5][6] - Li noted that advancements in technology and management efficiency have contributed to reduced costs, allowing for a more competitive pricing strategy [6] Group 4: Pre-packaged Food Market Developments - Sam's Club has introduced pre-packaged dishes from the Jiumaojiu Group, including items priced at 119.9 yuan for the Tai Er sour fish dish, indicating a potential new revenue growth area for the company [6] - Jiumaojiu's financial performance showed a decline in revenue across its core brands, with total revenue of 2.753 billion yuan and a net profit of 61 million yuan in the first half of 2025 [6] Group 5: Regulatory Developments in Pre-packaged Food - The State Council's Food Safety Office is actively promoting the establishment of national standards for pre-packaged food and advocating for clear labeling in the restaurant sector to protect consumer rights [18]

Core Viewpoint - The recent fireworks event by Arc'teryx in the Himalayas has sparked significant controversy regarding environmental impact and cultural insensitivity, challenging the brand's image as a nature-respecting outdoor company [6][7][8]. Summary by Sections Event Overview - Arc'teryx, a brand under Amer Sports, held its third annual "Towards Beauty" event in the Himalayas, collaborating with artist Cai Guoqiang for a fireworks art project called "Ascending Dragon" [4][5]. Public Reaction - The event faced backlash on social media, with many users criticizing the ecological implications of fireworks in a fragile high-altitude environment, despite claims of using biodegradable materials [6][7]. - The brand's long-standing image of "respecting nature" has been questioned, leading some consumers to express intentions to stop purchasing Arc'teryx products [8]. Brand Performance - Arc'teryx has been a popular outdoor brand in China, with its parent company, Amer Sports, reporting a 42% year-on-year revenue increase in the Greater China region for the first half of 2025, amounting to $856 million (approximately 6.094 billion RMB) [12]. - The outdoor functional apparel segment, which includes Arc'teryx, saw a revenue growth of 26% to about $1.173 billion in the first half of 2025, following a 36% growth in 2024 [12]. Industry Trends - Outdoor brands are shifting marketing strategies from high-end malls to natural settings, enhancing consumer engagement through outdoor experiences and cultural exchanges [13].

Core Viewpoint - The outdoor brand Arc'teryx faced significant backlash after a fireworks event in the Himalayas, raising concerns about environmental protection and brand integrity [4][10][12] Group 1: Event Overview - On September 19, Arc'teryx collaborated with artist Cai Guoqiang to host a fireworks show named "Ascension" in the Himalayas, which sparked public criticism regarding the brand's commitment to environmental values [4][10] - Following the event, Arc'teryx deleted related social media posts and issued an apology, acknowledging the disconnect between the brand's values and the event [4][12] Group 2: Brand Reputation and Financial Performance - Despite the controversy, Arc'teryx's parent company, Amer Sports, reported a record high revenue of $1.236 billion for Q2 2025, a 23% year-over-year increase, and a net profit of $18.2 million [6] - The brand has faced ongoing quality issues, with over 3,042 complaints registered on consumer platforms, yet consumer interest remains high [6] Group 3: Environmental Concerns and Responses - The fireworks were claimed to use biodegradable materials, and local authorities stated that the event complied with environmental regulations [11][12] - Public skepticism persisted, with many questioning the potential irreversible impact of fireworks on the fragile high-altitude ecosystem, despite assurances from the organizers [11][12]

除了对燃放烟花的声讨，始祖鸟长期主打的"敬畏自然"户外品牌形象也因此受到质疑。 始祖鸟的年度高山烟花秀，踩了户外人的雷区。 9月19日，亚玛芬集团旗下户外品牌始祖鸟（ARC' TERYX）举行第三季"向上致美"活动。在该活动中，始祖鸟与艺术家蔡国强，在西藏江孜热龙地区的 喜马拉雅山脉，合作实施了烟花艺术项目"升龙"。 七彩烟花在海拔5500米喜马拉雅山脊上空腾空升起的画面，通过社交媒体广泛传播。 尽管品牌方表示，烟花为生物可降解烟花，但因高原地区生态环境相对脆弱，这一动作仍引起了许多网友的质疑，舆论也很快发酵。 9月20日，"始祖鸟联手蔡国强的烟花艺术引争议"冲上了微博热搜第2位，截至18时35分，话题阅读量超6000万。 许多网友认为，高原燃放烟花，即便使用可降解材料，仍会对脆弱的高原生态造成污染，且烟花爆破声可能惊扰山区野生动物。有网友表示已向藏区相关 部门投诉该商业活动。 据网友发布的截图，始祖鸟于9月19日上午12时在微博发布了"向上致美"活动的宣传预告。时代财经查询发现，目前该条微博已删除。 活动现场照片。图源：网络 过去几年，背靠安踏集团的始祖鸟，一直是中国户外市场的"香饽饽"，是中产最喜欢的户外 ...

Core Viewpoint - The retail landscape is shifting, with traditional beauty brands being replaced by new categories such as trendy toys, outdoor sports, and tea beverage brands, which are now dominating the first floor of shopping malls [4][5][7]. Group 1: Changing Retail Dynamics - The flagship store of Innisfree, a Korean beauty brand, was replaced by Pop Mart, a trendy toy company, highlighting a significant shift in consumer preferences [4]. - The emergence of the "Four Kings" (trendy toys, outdoor sports, new energy vehicles, and tea beverages) reflects a broader trend where traditional beauty counters are losing prominence in shopping malls [5][6]. - The vacancy rate in shopping malls, even in major cities, has approached 14%, providing an opportunity for the "Four Kings" to establish a presence [7]. Group 2: Impact on Beauty Brands - The number of beauty counters in China has decreased from 15,415 in 2020 to 11,365 in 2022, with low-end beauty counters experiencing the most significant decline [7]. - High-end beauty brands like Chanel and Lancôme continue to maintain their presence in malls despite overall declines in sales, as they contribute to the mall's image and customer traffic [8][9]. - The first floor of shopping malls serves as a "face" for the mall, influencing consumer perceptions and foot traffic [8]. Group 3: The Rise of New Categories - New energy vehicle brands have become a significant presence in shopping malls, with Tesla being a pioneer in this space [11][12]. - The tea beverage sector is rapidly evolving, with brands like Nayuki and Heytea adjusting their pricing strategies to adapt to changing consumer behaviors [15][16]. - The number of tea beverage brands is increasing, with some brands like Bawang Tea Ji opening nearly 3,000 new stores in 2024, indicating a strong expansion trend [16]. Group 4: Strategic Brand Positioning - Brands like Lululemon and Pop Mart are focusing on prime locations in high-end shopping malls, which enhances their brand visibility and consumer engagement [20][22]. - The "Bird Nest Plan" by brands like Arc'teryx emphasizes opening flagship stores in key urban areas, reflecting a strategic shift towards high-value locations [22][23]. - The competition for prime retail space is intensifying, with many mid-tier malls struggling to attract high-end brands, leading to a concentration of successful brands in top-tier malls [23]. Group 5: Future Outlook - The retail environment remains unpredictable, with some brands thriving while others struggle to maintain their presence [24]. - Emerging brands like Mao Geping are successfully expanding in the offline market, demonstrating that opportunities still exist for brands that offer unique customer experiences [24]. - The future of the "Four Kings" and their potential replacements remains uncertain, as consumer preferences continue to evolve [24].