The price of the original price of 8200,1 yuan for the limited jacket of the Year of the Arc'teryx Dragon has been speculated to 3,5000 yuan, a premium of nearly 1,11 yuan. On January <>, a reporter from Beijing Business Daily visited Archaeopteryx in Wangfu Central and learned that the Year of the Dragon limited will not be replenished this time, and the sales of limited jackets for the Year of the Rabbit are more sought-after than last year's, and all of them were sold out on the same day.
In the official flagship store of Arc'teryx Tmall, the black and blue colors of the ALPHA SV jacket for women are all out of stock. The hard-to-find jacket also makes the brand's official price exceptionally stable, and the salesperson of the Arc'teryx INDIGO store told a reporter from Beijing Business Daily that "there is no discount, and Arc'teryx is never discounted."
Although Archaeopteryx has frequently set off a "panic" boom in China, it has not made significant waves in overseas markets, and Arc'teryx, which is "never discounted" in China and often sold out, is not difficult to buy in overseas markets. A REPORTER FROM BEIJING BUSINESS DAILY FOUND ON THE OFFICIAL WEBSITE OF ARC'TERYX CANADA THAT THE ABOVE-MENTIONED ALPHA SV JACKET BLACK WOMEN'S JACKET IS CURRENTLY IN FULL SIZE, AND THIS JACKET IS STILL IN FULL SIZE AFTER THE REGION IS ADJUSTED TO THE UNITED STATES. Not only that, a number of Xiaohongshu netizens posted that in the overseas outdoor sports goods website REI, the Arc'teryx Beta LT hardshell jacket has a 7% discount, the reporter browsed the official website of REI and found that the homepage prominently displayed the promotional picture of "ARC'TERYX, SALOMON and other brands up to 6% off", but related products cannot be directly shipped to China.
As for the reason for the difference in discounts from different channels of Arc'teryx, a reporter from Beijing Business Daily sent an interview outline to the Arc'teryx brand, but has not received a reply as of press time.
Judging from the financial report data, Arc'teryx's performance in the Chinese market is also better than that of other markets in the world. According to the prospectus of its parent company, Amalfen Sports, as of September 2023, there are 9 self-operated retail stores of Arc'teryx in Greater China, accounting for nearly half of the brand's total global stores, and Arc'teryx's revenue in Greater China during the period was US$63 million, accounting for nearly half of the brand's global revenue and nearly eighty percent of Amalfen's revenue in Greater China.
Not only does it have the largest number of stores, but the efficiency of Arc'teryx's stores in China is also higher than that of North America, the largest market of the Amalfen Group. In 2021 and 2022, annual sales per square foot in Arc'teryx owned stores in North America were $622 and $817, respectively. In the same period of time, the figures for self-operated stores in Greater China are $1251,1269 and $10,<>, which means that the annual sales per square meter can reach about <>,<> yuan.
As a professional outdoor sports brand, Arc'teryx has changed hands many times, and finally became a household name in the hands of ANTA.
In 2002, Arc'teryx was wholly acquired by Adidas and merged into the Salomon Division, in 2005, Amalfen Group bought Salomon for 4 million euros, and Arc'teryx was also included in Amalfen, and in 85, Amalfen Group was acquired by a consortium led by Anta.
After being acquired by Anta, the brand has opened stores in high-end shopping malls such as SKP and adjacent to luxury brands such as Hermès and Tiffany & Co., and its after-sales service is also benchmarked against luxury goods, such as the Arc'teryx Central store, which is the first flagship store in Asia where you can experience after-sales on site. Not only that, but in 2020, Arc'teryx also took back the right to operate the outlet store and online store, and unified all inventory configurations.
In terms of marketing, it has frequently launched co-branding with brands such as BEAMS, Palace and JIL SANDER, and under a series of operations by Anta, Arc'teryx is indeed becoming more and more expensive. In 2022, the Mantis 26 backpack purchased in the official flagship store of Arc'teryx will only cost 968 yuan after the store discount, but now the price of the same backpack on the object has been as high as more than 2000 yuan, and the lowest price of the backpack on sale in the official flagship store of Arc'teryx is also 1200 yuan, and with the rise in price, the controversy surrounding its "worth" has appeared frequently, and Arc'teryx has also been rumored to implement the distribution system, which was questioned by some netizens "floating".
From 2020 to 2022, the company's net losses were US$2 million, US$37 million, and US$1 million, respectively. For the future growth strategy, Amalfen Sports said that it will further penetrate the main market and strategically expand the market. "Arc'teryx's future growth will build on its momentum in North America and Greater China, seeking opportunities in Europe and the rest of Asia Pacific. ”
Cheng Weixiong, a senior brand management expert and founder of Shanghai Liangqi Brand Management Co., Ltd., pointed out that Arc'teryx's products are produced and distributed in a global quota, rather than supplied according to demand. Organizational capabilities, including network resources, are different from those in the European and American markets, and Arc'teryx has extended from a professional outdoor brand to the lifestyle sector, but there are still questions over whether the global market can accept such a brand tonality adjustment."
Beijing Business Daily reporter Lin Yuwei