Arc'teryx: Anta's "Third Growth Curve"

In February 2019, Anta and Tencent, Fang Yuan Capital, and other consortiums acquired Arc'teryx's parent company, Amer Sports, for 37.1 billion yuan.

The leading brand focuses on popular professional sports. FILA positions mid- to high-end casual fashion, Descente focuses on the ski field, Kolon mountaineering clothing and equipment, and Amer Sports' brands Arc'teryx, Salomon, and Wilson focus on tennis, outdoor products, mountaineering shoes, outdoor watches, and ski equipment.

In 2021, Anta's revenue scale exceeded 49 billion yuan, surpassing Adidas to become the second in the Chinese sports market. Feile's contribution is not small, but the growth has slowed down significantly: 73.9%, 18.1%, and 25.1% revenue growth in 2019-2021, and a 0.5% decline in the first half of 2022. No matter the category or channel, sports fashion is also no longer FILA a monopoly. Many brands step into the red sea competition stage.

In the third quarter of 2022, Arc'teryx's "other brands division" retail sales grew 40% to 45% year-on-year, and Anta's target: Amer Sports will grow at a compound rate of 10% to 5% in the next 4 to 5 years, while Amanita, Salomon, and Wilson will become the top 3 brands. SALOMON and Wilson to become a three billion euros in volume the brand.

In the 2020 Paris LV autumn-winter show, art director and founder of Off-White Virgil Abloh came out wearing Arc'teryxAlpha SV punching suit. Next, the Off-White show breaks the barrier, with Arc'teryx breaking the conventional co-branding.

The second time out of the loop was on TikTok: to test the waterproofness, bloggers wore Arc'teryx waterproof jackets for a rain shower test. Some people stood under the showerhead and jumped into the pool. The viral spread made the Arc'teryx rash jacket fire all over the internet.

Men "Fishing, Moutai, Arc'teryx," Women "Lululemon, Ralph Lauren, Arc'teryx," the average assets of people in this age group is the highest.

Like skiing, outdoor, and diving groups are also the majority of the middle class, with substantial spending power.

Patriarchs conquer two high-income groups in finance and technology. Silicon Valley entrepreneurs have become a generation of wealth icons, reshaping new fashion trends. The free workplace environment makes outdoor athleisure style the mainstream fashion.

Canada Goose: once sold out after entering China in 2018. Four years less than the significant momentum has gone, Asia-Pacific revenue bottomed out, and profits slumped 70%.

The future of the rise of new industries, wealth, and fashion discourse once again shifted. Arc'teryx today represents, and perhaps becomes, a unique style to push back things.