始祖鸟二手市场遇冷？一件夹克难倒户外“爱马仕”

新京报01-08

曾被炒至翻倍的始祖鸟马年生肖夹克，2025限定款发售价7800元却官方秒光、二手平台原价乏人接盘，引发“户外爱马仕”理财神话崩塌。环保烟花事件、3000+质量投诉、售后双标，让“敬畏自然”人设翻车；凯乐石、探路者等国产品牌凭性价比与亚洲版型抢占市场，猛犸象等外资高端亦分流客群。始祖鸟信任危机折射中国户外消费由符号冲动转向理性专业，品牌唯有回归硬核产品力与透明价值观，方能在新格局中立足。

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