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Archaeopteryx'S New "Year Of The Dragon Limited" Clothing Has Become Popular Again

2024/1/12 14:30:00 134

Recently, the newly launched "Year of the Dragon Limited" clothing of Archaeopteryx has become popular again, with the original price of 8200 yuan of assault clothing being fried to about 12000 yuan by the second-hand platform, making the topic of # the assault clothing of the year of the dragon of Archaeopteryx fried to 12000 yuan # hit the microblog hot search on January 10.

This "Year of the Dragon Limited" will be released on New Year's Day, with fluorescent yellow and blue black matching colors, and the cuff, back and back are embroidered and printed with dragon scale patterns. At present, it is hard to find one of these limited jackets, and some consumers may not be able to buy them even if they wait in line for three hours.

Archaeopteryx, known as one of the "Three Treasures of the Middle Class", is a sharp tool for Amafin Sports to attract money in the Chinese market. As of September 2023, there are 63 Archaeopteryx self operated retail stores in Greater China, more than in North America and Europe, accounting for nearly half of the total stores of the brand in the world; In 2021 and 2022, the floor efficiency (annual sales per square foot) of the self operated stores of Archaeopteryx in North America will be $622 and $817 respectively, and that of the self operated stores in Greater China will be $1251 and $1269 in the same period; In 2018, Archaeopteryx had only 14000 members in Greater China, and by September 2023, the number of members had grown to 1.7 million. In the first three quarters of 2023, Archaeopteryx Greater China achieved a revenue of $453 million (about RMB 3.245 billion), accounting for nearly 80% of the revenue of Amafin Sports Greater China and nearly half of the brand's global revenue. It can be said that nearly half of the world's Archaeopteryx products have been bought by the Chinese.

Now Yamafen Sports can make a lot of money, which can be seen from the event of "Archaeopteryx Dragon Year Rushsuit Fried to 12000 yuan". In the first three quarters of 2023, the revenue of Yamafin Sports increased by 29.90% year on year to US $3.053 billion, and the gross profit margin increased from 49.40% in the same period of 2022 to 52.20%.

Some outdoor enthusiasts said that Archaeopteryx is expensive. It is now the "Hermes" of outdoor brand circles. With the three directions of ordinary people, KOL and the official, Archaeopteryx has officially become the synonym of sports fashion. With its luxurious positioning and low-key basic model, Archaeopteryx has captured a number of middle-class consumers who pursue quality of life but do not want to be too ostentatious. Following the trend of outdoor sports and the color matching of diversified products, Archaeopteryx has also become a social currency among young groups.