The 12,000 yuan Archaeopteryx Year of the Dragon limited jacket was sold out in 15 minutes.
If you don't wear a bird when you go out, you can walk in vain for a day. I don't know when it started, Archaeopteryx became a trend overnight. Under this wave of enthusiasm, Arc'teryx's parent company, Amalfen Sports, has recently officially applied for listing on the New York Stock Exchange, with a valuation of up to 72 billion yuan.
I have to say that every middle-aged man is responsible for this bird to be listed.
1. With a revenue of 3.23 billion in 9 months, the parent company of Arc'teryx went to the United States for IPO
Although it has a foreign name, this bird is more or less of Chinese blood. In 2018, Anta Group invested 37.1 billion yuan to acquire Amafen Sports, the parent company of Arc'teryx. However, judging from Anta's financial reports over the years, within three years after the acquisition, Amalfen has accumulated a loss of 2.4 billion, which has become a complete loss-making transaction.
Until the sudden explosion of Archaeopteryx in 2022.
Arc'teryx had fewer than 4,000 members when it first entered the Chinese market, but it has grown to 1.7 million in just two years, of which nearly 80% are men. The bird has also become the fastest-growing brand under Amalfen Sports and even Anta Group, with retail sales doubling every five months on average.
It seems that overnight in investment banks and other financial circles, jackets with bird logos have quietly replaced straight suits; more and more celebrities and talents have put on birds, and even Wu Jing also wore Archaeopteryx when climbing Mount Everest, and the bird spirit has unconsciously become the largest row of middle-aged men.
The CEO of Amalfen Sports also said that the popularity of Arc'teryx in Greater China is the confidence of the company's listing. In the first three quarters of last year, Arc'teryx's revenue in mainland China reached 3.23 billion, and nearly half of the world's sales came from the mainland market. The company is also very optimistic about its future prospects, and even set a goal of exceeding 7 billion in revenue in 2025.
Second, middle-aged men blow the market outlet
As the joke at the beginning, every middle-aged man is responsible for this bird to be listed.
Some market analysts say the popularity of Archaeopteryx may be related to the sudden rise of men's spending power in recent years. Looking at the entire market, Arc'teryx is not the only brand bought by men. For example, men's big toy drones, DJI's revenue in the civilian drone sector last year was as high as 30.3 billion, men's emerging health product "Liweiyu" half-year revenue exceeded 8 figures, and even fishing has given birth to a complete industrial chain.
Many analysts are convinced that this generation of men is beginning to pay more attention to their own needs, which will give birth to a series of consumption outlets. Taking the above-mentioned cutting-edge technology finished product "Liwei Yu" as an example, this single product claims to slow down the aging of men and improve combat effectiveness in an all-round way through ACT-Mito technology.
Since entering the domestic market, this kind of technology has attracted many male consumers to try it, and this is only the prelude to the hot market. Looking at the data of JingJD Dongshangzhi, 7% of users will choose to repurchase, and there is even no shortage of consumers who stock up on 12 bottles at a time. In the comments, there are also many feedback such as "the waist bar is straighter".
User portraits show that the audience of "Liweiyu" is mostly high-net-worth men engaged in emerging industries such as finance and the Internet. Just like Archaeopteryx, a series of consumer products aimed at male users can become popular, or a concrete embodiment of men's pursuit of quality and functionality.
3. IPO in the United States, aiming at the trillion-dollar market
From the perspective of the large market, the explosion of Arc'teryx is a portrayal of the rapid development of China's outdoor industry in the past two years. According to the "2022-2025 Outdoor Sports Industry Development Plan" issued by the national sports department, it is estimated that by 2025, the scale of the mainland outdoor sports market is expected to exceed 3 trillion yuan.
But there are both opportunities and risks, and the outdoor market is also a highly competitive field, especially in the high-end market. According to the goal of the Arc'teryx brand, the brand is constantly moving closer to high-end luxury goods. This means that not only traditional giants such as Nike and Adidas will become direct competitors of Arc'teryx, but traditional luxury brands such as LV and Hermes will also form a certain degree of competition with them.
This is undoubtedly a huge challenge for this bird that is still a little immature on the business battlefield, and a number of old giants are undoubtedly a huge challenge, but the market has never lacked the legend of giants overturning Goliath, and the IPO underwriting lineup is quite luxurious, Goldman Sachs, Bank of America, Citigroup and UBS are among the underwriters list.
The Wall Street Journal estimates that Arc'teryx's parent company may raise about $3 billion this time, and as the company's core brand, Arc'teryx will naturally receive more money and more brand voice.
Whether this bird can become a big "cash cow" for Amalfen and even the entire Anta Group, time will tell the answer.