** Internet things.
In Chinese culture, the dragon is an extremely important symbol, not only representing strength, wisdom and good luck, but also considered the embodiment of good quality, so products with dragon design themes are often preferred.
But what people didn't expect was that after the launch of the Year of the Dragon limited jacket in the middle-class three-piece suit, the Archaeopteryx Wangfu Central store was only open for 15 minutes, and this Year of the Dragon limited edition jacket was quickly sold out, and the second-hand platform also began to appear This original price of 8200 yuan "Year of the Dragon Limited", * was fried to 1About 30,000.
For a jacket, 130,000 yuan is enough to prohibitive, but there are consumers scrambling to pay for it, which is extremely rare in the clothing market, even if a similar situation occurs, it is mostly sneakers, co-branded jerseys and other products that superimpose the star effect.
Middle-class wallets, why are they willing to serve Archaeopteryx?
01.The unique charm of a jacket.
Last year, Archaeopteryx's Year of the Rabbit limited jacket** was also as high as 13,999 yuan, and the limited jacket of the Year of the Tiger ** was 11,699 yuan.
In addition to the dragon buff, the color of this year's Year of the Dragon jacket is yellow-green, and the zipper is red, highlighting the characteristics of the Chinese dragon.
It is worth noting that this Year of the Dragon jacket was created by a team of overseas designers of Arc'teryx, all hand-sewn, with global quotas and limited production, which is to some extent similar to the hunger marketing method of high-end consumer brands, with high demand but small quantities.
According to the oral statements of senior users of Arc'teryx, Arc'teryx's products are divided into three branches: ordinary birds, commercial birds and military birds.
The style of the common bird is more common in the counter; The business bird is a high-end business model, and there is no logo on the whole body; The military bird is often equipped with foreign military and police to cope with various complex combat environments, but it has never officially entered the Chinese market.
Some netizens said that they had bought a military bird Leaf Alpha Gen2 hard-shell jacket overseas around New Year's Day in 2022, and the purchase ** at that time was about 5,000 yuan, and it has recently risen to nearly 10,000 yuan.
In addition to the Year of the Dragon effect, the development of Archaeopteryx has also been rising in recent years.
Before becoming a "middle-class three-piece set", Archaeopteryx was only a relatively niche outdoor brand, but with the rise of outdoor sports, Archaeopteryx began to appear on the "urban elite".
They have high income, high education, high requirements for quality of life, extreme self-discipline, whether it is a weekend or a holiday, either hiking or climbing, in the current era of anxiety about electronic devices, they go into nature, integrate into the mountains and rivers to explore nature, a jacket is naturally indispensable, which also represents a fashionable and healthy state of life.
In terms of performance scale, Archaeopteryx's parent company, Amalfen, has been growing steadily for more than three years.
According to the prospectus, from 2020 to 2022, the company's revenue will be 24$4.6 billion, $30$6.7 billion and $35$4.9 billion, with a compound annual growth rate of 204%, in the first three quarters of 2023, the company's revenue increased by 29 percent year-on-year9% to 30$5.3 billion.
According to foreign media reports not long ago, Arc'teryx will raise the retail price of the brand online from February 15 this year, including directly operated brand stores and online **, and it is expected that the average increase of all products will be about 20%-30%.
Since Anta Group acquired Arc'teryx, Anta Group has strengthened its control over overseas channels, and Archaeopteryx's ** has also begun to continue**, and the difficulty of purchasing some classic Arc'teryx products has also begun to increase.
As early as 2018, when Anta acquired the parent company of Arc'teryx, it may not have imagined the grand occasion of Arc'teryx today.
At the end of 2018, ANTA Group, together with FountainFrauctie Capital, Anamered Investments and Tencent, formed a consortium to acquire Amer Sports, the parent company of Arc'teryx. The transaction was completed quickly, and in March of the following year, Anta and others finally completed the acquisition for 37.1 billion yuan.
Ding Shizhong, chairman and CEO of Anta Group, wrote in an internal letter that the deal was the most important decision he made since his establishment, and it was not only a major change for Anta, but also the largest cross-border acquisition in the history of China's sportswear industry.
02.Amalfen wants to be the next fila
In the apparel industry, Chinese brands have absolute manufacturing capabilities and first-class chain advantages, but these have never been the core barriers of apparel brands, especially for professional sports, design and research and development is the constant moat.
Therefore, the reason why a good jacket can be lifted to the ceiling naturally has its reasons, in the circle of historical Archaeopteryx, they can see at a glance which are novice Xiaobai, which are real outdoor bosses.
As a top outdoor clothing brand, the people who have recently begun to contact Arc'teryx are more people who have just come into contact with the outdoors and ordinary people who have never played outdoors, they will show their birds on social **, or wear birds to climb mountains, get drenched in the rain, show the water droplets that slip on their clothes, and take a check-in photo with trekking poles.
Of course, some birds have indeed been worn to the polar regions, seen the top of the mountain, and some birds are only often seen in ordinary daily life, in Beijing, many parents who pick up their babies to and from school wear Archaeopteryx.
Obviously, Archaeopteryx has been transformed into an urban fashion item, exuding a cool atmosphere and becoming a new social currency, and letting people who love the outdoors wear Arc'teryx is undoubtedly a victory for ANTA.
Relevant sales data shows that in 2018, Arc'teryx only had 140,000 members, and as of September 30, 2023, the number of members has grown to 1.7 million.
Before Archaeopteryx shined, the current situation of Amalfen was not optimistic.
According to the prospectus, the revenue of Amalfen Sports in 2020, 2021, and 2022 will be 24$4.6 billion, $30$6.7 billion, $35$4.9 billion; The loss from continuing operations for the same period was 1$7.4 billion, 1$2.5 billion, 2US$3.1 billion; The net loss was 2$3.7 billion, 1$2.6 billion, 2$5.3 billion, adjusted for $3.3 billion$1.1 billion, 4$1.7 billion, 4$5.3 billion.
Most of its book "losses" come from valuation losses caused by the company's divestment of other sub-brands, and since 2018, Amalfen Sports has begun to transform, refocusing on its core brands, divesting three brands: M**IC, Suunto and Precor.
Anta believes that although Amalfen will not bring huge profit contribution to Anta in the short term, it will at least bring growth benefits, and its biggest synergy will be reflected in China, because many of Amalfen's brands in China are very small.
Five years later, Amalfen has been valued at $10 billion after going public, more than double its valuation at the time of the acquisition.
And with the launch of Amalfen, Arc'teryx is also about to embark on a new chapter, and the brand in Greater China intends to continue to develop its retail real estate portfolio in these markets, with retail opportunities also available in iconic outdoor venues in Europe, major cities such as Paris, and across the Alps.
In addition to developing in the footwear category, Arc'teryx also plans to develop the top category, invest in new design leadership, and further work closely with female athletes to expand its product portfolio through a popular contemporary urban lifestyle.
Like lululemon, behind Arc'teryx is a group of people who represent the circle culture, and they have driven one sport after another: cycling, frisbee, mountaineering, etc., which may be a symbol of the rise of domestic middle-class consumption, and another exploration of healthy life by domestic consumers.
Reference: Arc'teryx officially went to IPO, 70 billion - the investment community.
Archaeopteryx, sold to every young man who aspires to be middle class - the Hedgehog Commune.
The Year of the Dragon is limited to 13,000, what other big move does Archaeopteryx have? -- Big business in sports.