如果不去爬雪山，我们真的需要花2000块买一件专业级的硬壳冲锋衣吗？ 有了优质产品和极致的生产成本，如何解决销售端的成本压力，也是价格控制的关键。 王总坦言，他的运营策略就是尽可能利用平台政策叠加优惠。这背后，是拼多多"百亿减免"政策的直接 托底。通过将技术服务费降至0.6%、退返推广费等措施，平台实打实地降低了商家的现金流支出，让 运营成本不再转嫁给消费者。 对此，行业内至少有三个硬性指标可以参考：一是防水指数，建议达到5000mm以上，这样才能扛得住 城市中的中雨；二是透湿指数，最好选5000g以上的，否则在早晚高峰挤地铁时，身体就像在"蒸桑 拿"；三是面料支数，推荐75D以上的加密机织，唯有如此才能兼顾防风与耐磨。 这些参数通常在商品详情页会有标注，如果没有，大家也可以直接询问客服。除了这些指标，王总还指 出了一套源头工厂的肉眼鉴别法—— 首先看针脚密度，相比于市面上容易开线的大针脚"通货"，优质产品通常执行"3厘米16针"的严苛标 准，以确保护具的耐用性与美观度；其次看品牌印记，为了方便下游商家随意贴牌，劣质通货通常会留 白五金件和水洗标，而王总坚持在拉链、内标及背面反光条等细节处印制专属的品牌元素， ...

国产知名户外品牌凯乐石陷入涨价风波。 近期有消费者吐槽，凯乐石新款阿尔塔羽绒服与旧款喀纳斯羽绒服外观、参数几乎一致，售 价却高了 900 元，被质疑"换名涨价"。 另有消费者告诉《 BUG 》栏目，他的 2022 年软壳冲锋衣售价 319 元，现在同款已涨至 1360 元； 399 元的冲锋衣，类似款式已经卖到了 2800 元…… 他们纷纷认为，此前凯乐石注重的是性价比，但现在和这个词完全不沾边。《 BUG 》栏目 发现，目前其高端羽绒服的定价已经超越了绝大多数国产品牌，最贵的标价为 1.3 万元， 文 丨 《 BUG》栏目 张俊 但电商旗舰店显示销量为 0 。 创始人钟承湛曾表示，凯乐石并不是一个效率很高的公司，看上去业绩还不错，但实际是赚 钱还少。这或许也是凯乐石近年来频频涨价的原因所在。 涨价离谱， 1.3万元最贵羽绒服销量为0 近日，多位消费者在社交平台上质疑称，凯乐石两款外观、核心参数几乎一致的羽绒服产 品，新款相较于旧款售价上涨 900 元，引发"换名涨价"争议。 据消费者晒出的图片，此前凯乐石的一款名为喀纳斯羽绒服售价 3900 元，下架后凯乐石 又上架了一款新推出的阿尔塔羽绒服，两款产品的外形 ...

Core Viewpoint - The art project "Ascension Dragon" by Arc'teryx, intended as a tribute to nature, has sparked significant controversy regarding its environmental impact, leading to a rapid decline in public sentiment and raising questions about the brand's values [1][2][11]. Environmental Impact Concerns - The event was claimed to have undergone scientific evaluation and utilized biodegradable materials, with measures taken to protect local wildlife and restore the environment post-event [2][11]. - Despite these claims, public skepticism remains high, with many questioning the adequacy of the measures taken and the potential irreversible damage to the fragile ecosystem of the Tibetan Plateau [4][6][11]. Brand Image and Consumer Trust - Arc'teryx, known for its high-end outdoor gear, has faced criticism for quality issues and customer service complaints since its acquisition by Anta Group in 2019, which shifted its strategy towards luxury branding [14][22]. - The brand's positioning as a premium outdoor label is undermined by ongoing quality control problems, leading to a decline in consumer trust and loyalty [22][24]. Discrepancy Between Brand Values and Actions - The contradiction between Arc'teryx's professed values of "professional outdoor" and "respect for nature" and its actions in a sensitive ecological area has led to a significant brand trust crisis [24][26]. - The ongoing controversy highlights the need for brands to align their marketing narratives with genuine practices, especially in an era where consumer awareness and environmental consciousness are on the rise [26].

Core Viewpoint - The article discusses the controversy surrounding the "Ascension" art project by Arc'teryx, which involved fireworks in the ecologically sensitive region of the Himalayas, raising questions about the brand's commitment to environmental protection and its overall brand integrity [2][11][25]. Group 1: Environmental Impact and Public Reaction - The art project was initially framed as a tribute to nature but quickly fell into environmental controversy, leading to significant public backlash and discussions about ecological responsibility [2][3]. - Arc'teryx claimed that the materials used were biodegradable and that the event was conducted with scientific assessments to minimize ecological impact [4][5]. - Despite these claims, public skepticism grew, with many questioning the adequacy of the measures taken to protect the fragile ecosystem of the Tibetan Plateau, which is known for its biodiversity and carbon storage [7][8][11]. Group 2: Brand Image and Quality Concerns - Arc'teryx, acquired by Anta Group in 2019, has shifted its strategy towards high-end luxury positioning, which has led to increased product pricing but also raised concerns about product quality and customer service [15][16][22]. - Consumers have reported various quality issues with the products, including defects and unsatisfactory customer service experiences, which undermine the brand's high-end image [14][22]. - The juxtaposition of the brand's environmental messaging and its actions, along with the quality concerns, has led to a crisis of trust among consumers, highlighting the importance of consistency in brand values and product quality [23][25].