始祖鸟烟花秀背后的安踏考验

财熵
Sep 26, 2025

资料图。始祖鸟烟花秀背后的安踏考验王琳一场精心策划的高原烟花秀,将安踏体育及其控股的高端户外品牌始祖鸟推至舆论的风口浪尖。海拔5500米的高原烟花,没点燃“高山信仰”,没体现“自然敬畏”,最终演变为环保争议、市值缩水与品牌信任危机的连锁反应,这场风波,不仅是始祖鸟的营销翻车,也暴露了安踏在多品牌运营中“买得好更要管得好”的深层挑战与隐忧。烟花秀带来的质疑9月19日中午,始祖鸟通过官方微博宣布其与...

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