运动服装巨头耐克(Nike)近期公布的最新财报令市场失望。报告期内公司营收115.9亿美元,同比下滑10.4%,低于市场预期。主要原因是其在中国市场的需求表现持续疲软,令大中华区营收同比下滑4%,成为全球各区域中表现最差的市场。
与此同时,来自新兴品牌如Hoka、On等的强力竞争分流了耐克部分市场份额,对其销售造成一定冲击。此外,尽管耐克加快了全新产品如Air Max Dn和Pegasus 41等系列的创新节奏,但仍未能有效推动销量提升,被视为改善业绩的一大阻力。
尽管毛利率实现了120个基点的增长至45.4%,体现公司在成本控制上的努力,但净利润仍较上年同期大幅下降27.5%至10.5亿美元。每股收益虽超出预期,但显然无法掩盖营收下滑的利空影响。
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