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“始祖鸟炸山”余震未了：高管下课、双十一遇冷，中产信仰崩塌？_我的网站
一 |
Zhou Jiang, a researcher at the Sichuan Academy of Social Sciences, has a favorite book: White Deer Tableland or Bai Lu Yuan by renowned writer Chen Zhongshi.
As vice president of the Regional Science Association of China (RSAC), Zhou told the Global Times that a lifetime of reading has profoundly shaped the way he sees and understands the world. It ultimately led him to a career in research and academia, where he teaches and pursues scholarly work.
Since earning his PhD in economics in 2000, he has devoted himself to the study of regional science and economics, a field that demands a constant crossing of disciplinary boundaries, drawing on the fields of geography, sociology, history, and ecology among others.
"Reading has kept alive my sense of curiosity and taught me to ask questions with patience and persistence: Where do disparities in regional development come from? How do policies affect different groups in society? And how can a region pursue both efficiency and equity so that development is not merely effective, but also imbued with a greater sense of humanity and warmth?" Zhou noted.
Founded in 1991, RSAC is a national academic society dedicated to advancing domestic and international academic exchange and cooperation, providing consulting services on spatial planning, urbanization, and regional development, and offering intellectual support for China's modernization drive.
The 57-year-old researcher noted that reading has empowered him in two distinct ways.
"The first is discernment. When confronted with a complex issue, I try not to settle for a simple conclusion. Instead, I make an effort to understand its broader context, how it has unfolded, and the perspectives of the different people involved," he said.
"The second is a sense of inner steadiness. Setbacks are an inevitable part of both life and work. Good books remind us that hardship is never ours alone to bear; countless people before us have faced circumstances more difficult than our own, made difficult choices, and found the strength to carry on. Reading cannot solve every problem for us, but it can help us remain calm when challenges arise, giving us the clarity and resilience that allow us not to panic or give up too easily," he said.
Historical depth
Each time Zhou returns to the White Deer Tableland, he finds something different in its pages.
"When I first read it as a young person, I was drawn primarily to the characters and the twists and turns of their lives. Later, as I began researching regional economics, I found myself paying closer attention to the changes in the land, the countryside, families and social order presented in the story. Now, approaching 60, I have come to appreciate more deeply the choices the characters make, the constraints they face, and the quiet perseverance they show amid the sweeping currents of their times," he said.
White Deer Tableland uses Bai Lu village in Northwest China's Shaanxi Province as a microcosm, tracing the feuds and intertwined fortunes of three generations of the Bai (literally meaning white) and Lu families. Through their stories, it captures more than half a century of sweeping historical change, from the final years of the Qing Dynasty (1644-1911) to the 1970s and 1980s. The novel won the Mao Dun Literature Prize, one of China's top literature awards, in 1997.
Zhou prefers literary works with historical depth and a keen eye for social change.
Regional economics may appear to be concerned with the spatial distribution of industries, population and resources, but at its heart, it is about how people live on a particular piece of land, and why some places flourish while others decline, he noted.
In this sense, literature and history are more than pastimes beyond professional research. They often help him understand the historical context, cultural traditions and social mentality that lie behind economic data, he said.
When reading novels, Zhou said that he often pays close attention to the relationship between people and the places they inhabit: How the land shapes the local character, how transportation transforms a region, and how shifts in industry reshape families and villages. Such details may not offer a direct conclusion, but they broaden a researcher's perspective. They also serve as a reminder that research should look beyond growth rates and statistical indicators to consider the sense of fulfillment experienced by ordinary people and the dignity of human beings.
Understanding ourselves
Once, while tidying his study, he came across a book filled with notes he had scribbled in his early years. Among them was a question that particularly caught his attention: "In the face of sweeping changes in the times and profound social transformation, what can a person truly determine for himself?"
Looking at those words he had written in his youth was like coming face to face with the person he had been decades ago.
Reading is not simply the act of understanding a book; it is also a record of a person's own growth, he said. The same book can reveal something entirely different when read at different stages of life.
When we are young, we turn to books in search of answers; but when we become seasoned, we read more to understand life, to understand others, and ultimately, to better understand ourselves, Zhou said.
In this era of fragmented information, AI can help people access information quickly, organize materials, and gain a basic understanding of unfamiliar fields. Yet deep reading, Zhou said, allows people to see how a conclusion is reached — what evidence supports it, where its boundaries lie, and what alternative interpretations it may invite.
What truly shapes a person, after all, is not how much information they have browsed, but the words that have made them pause and reflect - and the words that have remained with them for many years, he added.
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二 | 在事发约一个月后，“始祖鸟炸山”造成的负面影响仍在持续蔓延，西藏日喀则江孜县以及始祖鸟大中华区均迎来了人事巨震。 西藏日喀则市在10月15日正式公布了《蔡国强：升龙》烟花秀调查结果。经调查显示，日喀则下辖的江孜县党政机关违规决策批准烟花秀，江孜县委书记陈昊和县长多吉拉普被立案调查，陈昊与县公安局局长李积平被免职。
三 | 在日喀则市官宣处罚官员后不久，始祖鸟母公司亚玛芬体育在10月17日官宣始祖鸟大中华区总经理佘移峰（Ivan She）已离职。
四 | 作为始祖鸟大中华区的掌舵人，佘移峰的离开被外界视为始祖鸟大中华区在此次事件被追责的关键人物。
五 | 在“始祖鸟炸山”事件发生后不久，体坛经济观察就曾经表示一旦消费者对始祖鸟失去信任，这种信任的重建将需要付出巨大的努力和成本，甚至可能永远无法恢复到之前的水平。 在一年中最重要的电商大促“双十一购物节”期间，许多消费者便用钱包投票，不再愿意为始祖鸟的品牌和产品买单。 消费者对于始祖鸟的信任危机，已经通过市场销量迹象逐渐显现。 “炸山”一个月，安踏与亚玛芬股价双双下跌 资本市场对于品牌的嗅觉一直以来都是最敏感的。当任何品牌出现负面影响时，品牌在资本市场的走势能够在一定程度上反映外界对于该品牌的信任程度。 9月22日，距离“始祖鸟炸山”事发后首个港股交易日至今，安踏在港交所的股价累计下跌了约7%，其中在9月22日盘中股价一度下跌了6%。 截至10月21日收盘，安踏每股股价为87.5港元，市值为2456亿港元。这一数字与安踏在巅峰时期破5000亿港元，仍然有着明显的差距。
六 | 事实上，安踏体育今年以来的股价处于震荡向上的状态。年初至今，安踏体育的累计涨幅为17.06%，而恒生指数的同期涨幅为30.58%。
七 | 这就意味着作为恒生指数成分股的安踏体育，并没有跑赢大市。
八 | 如果说安踏的股价还不能百分百反映“始祖鸟炸山”在资本市场带来的负面影响，那么母公司亚玛芬体育的股价就更具说服力。
九 | 在9月22日的美股交易时段，亚玛芬体育股价下跌了5.82%，而在9月22日-10月21日期间的交易日，其股价累计下跌了12.64%。 年初至今，亚玛芬体育在股价仅上涨了9.43%，远远不及其在2024年上市时获得的115.08%年涨幅。 从具体业务数据来看，始祖鸟作为亚玛芬旗下的核心品牌，近几季的增速已经有所放缓。叠加此次“始祖鸟炸山”事件引发的消费者信任危机，进一步加剧了投资者对其未来盈利能力的担忧。 根据亚玛芬2025财年Q2财报显示，该体育集团的总营收为12.36亿美元，同比增长23.46%，而始祖鸟所在的Technical Apparel部门营收为5.09亿美元，营收占比达到41.16%。 如果按增速计算，始祖鸟所在的部门在Q2期间的增速为23%，而前一季度这一数字为28%。在亚玛芬体育内部，萨洛蒙所在的Outdoor Performance部门增速（35%）已经超越始祖鸟，成为了推动亚玛芬体育增长的新动力。 对于亚玛芬体育而言，好消息是集团内找到了第二曲线，但坏消息是不管是客单价还是毛利率，始祖鸟的战略定位显然要比其他品牌更高。 在体坛经济观察看来，这或许会影响亚玛芬体育未来几个季度的盈利能力。
十 | 尽管亚玛芬体育在全球范围内仍拥有广泛的用户基础和品牌影响力，但短期内股价的持续低迷加上增速放缓，反映出市场对其应对突发事件能力和品牌修复措施的观望态度。 大中华区人事巨震 新高管可否让始祖鸟再“腾飞”？ 正所谓“成也萧何，败也萧何”。大中华市场是推动始祖鸟过去几年取得高速增长的强劲动力，但如今伴随品牌陷入危机，这就意味着始祖鸟难以在大中华市场延续过去几年的上升势头。
十一 | 更重要的是，始祖鸟大中华区近期高管迎来重要变动——此前担任中乔体育总经理的马磊在今年7月接替调任狼爪的姚剑，出任大中华区总裁。
十二 | 加上被动离开的始祖鸟大中华区总经理佘移峰，不到四个月的时间内，始祖鸟在大中华区一二号位上先后更换高管。
十三 | 对于高度依赖本土化运营的大中华市场而言，始祖鸟高管变动往往伴随着战略方向、渠道布局以及内部管理风格的调整，这无疑为始祖鸟在华业务的复苏增添了更多不确定性。 新的领导团队上任后，既要面对品牌信任度受损后的市场重建挑战，又要承担起重拾消费者信心、重塑品牌形象的重任，其后续的决策和执行将直接关系到始祖鸟能否尽快走出困境，重新回到高增长轨道。 但值得注意的是，行业也在密切关注始祖鸟一二号位的更迭。马磊作为职业经理人的经历在中国体育行业无疑称得上成功。从2018起担任中乔体育CEO，马磊带领这家中国体育品牌的声量和销量都迈上了一个新的台阶。 但他也并非没有缺点——缺少掌舵垂直户外品牌的经验。亚玛芬体育CEO郑捷如此评价马磊的加盟，“他在行业内快速增长的企业中积累了丰富的商业与组织领导经验，同时对中国消费者需求及全渠道发展具有深刻洞察。” 从郑捷的评价不难看出，亚玛芬体育寻找马磊担任该职位是想通过他多年来在本土市场的运营经验，在竞争激烈的中国户外市场中进一步提升品牌的运营效率和盈利能力。 加上因为佘移峰离开造成的总经理位置空缺，新的继任者能否迅速整合资源扭转品牌在行业中的下跌势头，从而带领始祖鸟走出困境，将是对这两位高管的最大考验。 但此时的始祖鸟，或许更需要的是一位深谙户外理念的资深人士。这对急于摆脱困境、重塑专业形象的始祖鸟而言，可能是更为关键的一步。 双十一落榜，消费者用钱包投票 在近期正式开始的双十一购物节，消费者便用钱包投票，不再愿意为始祖鸟的品牌和产品买单。
十四 | 10月16日天猫开启双十一预售，根据首日的运动户外榜单显示，FILA、阿迪达斯和安踏分列前三位，至于始祖鸟并没有进入前20名榜单。而在更为垂直的户外预售榜单中，骆驼、北面和伯希和分列前三位，同样未有始祖鸟的身影。 不过需要指出的是，这只是预售首日的成交榜单，而非整个双十一期间的排行榜，所以不排除后续始祖鸟继续上榜的可能。
十五 | 但从社交媒体搜索发现，许多消费者的确已经转投其他户外品牌。 根据天猫户外用品热销品牌榜显示，始祖鸟位居第五位，前四位分别是骆驼、北面、伯希和和可隆。这一榜单的统计规则为截至10月21日19点，近7天的累计成交金额。 但由于“炸山”事件发生在9月末，这对于始祖鸟的销量影响，或许要等到Q4财报出炉后，才有一个截面对其进行完整的评估。 根据《新周刊》的报道显示，时尚行业专家张培英认为始祖鸟在天猫榜单的落榜，显示出品牌在消费端与品牌端同时陷入危机。她指出，始祖鸟口碑修复的关键在于品牌能否主动开展实质性行动，包括重塑品牌文化、加强可持续实践、推动环保公益项目，并持续投入用户关系修复。 可是面对竞争日趋激烈的户外市场，特别是本土和海外户外品牌都在加大资源投入力度。
十六 | 更重要的是，众多高端户外品牌如来自挪威的Norrøna以及李宁运营的瑞典户外高端品牌Haglöfs，都在垂涎始祖鸟所处的高端产品价格带。 始祖鸟的危机，对于其他品牌来说却是蚕食前者市场份额的良机。 始祖鸟若想在激烈的户外市场环境中重新站稳脚跟，除了需要解决当前的口碑危机，还必须在产品差异化竞争和品牌价值重塑方面拿出更具说服力的举措。否则留给始祖鸟再次“起飞”的时间可能不多了。
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