耐克公司上季财报令人失望。截至8月底的第一财季,营收115.9亿美元,同比下滑10.4%,低于市场预期。毛利率虽增长120个基点至45.4%,但净利润仍下降27.5%至10.5亿美元。每股收益0.7美元,虽超出预期的0.52美元,但仍无法掩盖营收下滑对业绩的利空影响。
两大品牌耐克和匡威在所有地区的营收均出现不同程度下滑,其中北美区下跌11%、欧洲/中东/非洲地区下降13%、大中华区下滑4%,显示耐克创新产品难以在全球市场有效推动销量提升。
令市场最为关注的是,耐克宣布撤回全年业绩指引,并推迟本月投资者日活动。这一举措是为了给即将于10月14日上任的新任首席执行官Elliott Hill更大的灵活性,重新评估公司当前战略和业务趋势,为后续拟定发展计划做准备。
分析机构指出,耐克正深陷扭亏为盈的泥沼。尽管早期迹象看起来积极,但还未转化为实际业绩数据,而降价促销行动拖累了销售和利润率。行业专家认为,新任CEO接棒后能否通过加快创新提振需求、重塑经销商关系等举措扭转颓势,将是投资者高度关注的焦点。
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