运动服装巨头耐克(NKE)今日盘后股价暴跌6.54%,引发市场广泛关注。分析人士表示,这主要是由于公司今天公布的第一季度财报营收业绩不及预期,同比下滑10.4%至115.9亿美元,低于预期的116.5亿美元。
营收下滑的主要原因是: 1、中国市场的疲软需求拖累了业绩。在疫后经济复苏乏力、青年失业高企、房地产市场低迷等因素影响下,中国消费者的消费疲软,对耐克产品的需求大幅下降。加之中国消费者开始更青睐本地品牌。 2、来自新兴品牌如Hoka、On等的激烈竞争分流了耐克的市场份额。 3、耐克虽然加快了产品创新的步伐,推出新产品线如Air Max Dn和Pegasus 41,但尚未能有效推动销量提升。
不过值得一提的是,通过裁员和库存控制等措施,耐克的毛利率同比提高120个基点至45.4%,利润表现超过分析师预期。但这种成本削减措施短期内还难以完全抵消营收下滑的影响。耐克新任CEO埃利奥特-希尔能否全面重塑公司战略引人期待。
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