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盈透证券:耐克依靠电商打了翻身仗

2020-09-25 09:21:06 admin
  原文发表于美国时间2020-9-24
  发生了什么事情?
  耐克公司在周二晚上公布了季度财报,业绩超过投资者预期。
  这意味着什么?
  耐克公司的季度营收可能略低于去

  原文发表于美国时间2020-9-24

  发生了什么事情?

  耐克公司在周二晚上公布了季度财报,业绩超过投资者预期。

  这意味着什么?

  耐克公司的季度营收可能略低于去年同期,利润略高于去年同期,不过符合投资者的预期。

  正如耐克公司在3月份预期的那样,在中国和欧洲的销售在疫情后的复苏过程中增长,不过在耐克公司的最大市场——北美地区的销售表现并不好。

  耐克公司财报中最让人瞩目的部分源于网购业务,该公司的在线销售额同比去年增长82%。

  因为耐克公司一直在投资打造其网站和应用程序,将更小的店铺转换为更具吸引力的中心从而吸引避开去大型商贸市场购物的客户,所以有以上的表现也自然不奇怪。

  耐克公司的在线销售占据了总销售额的三分之一,这本是该公司预期2023年才会实现的目标。

  为何值得关注?

  对市场而言:耐克赢得了竞争

  耐克公司同时给出预期,年营收将以7%-9%的高个位数增长,高于6月份预期的0%。

  “好于预期并且未来预期更好”不仅有助于解释耐克公司股价的上涨,而且同样适用于其竞争对手,UnderArmour的股价上涨6%,欧洲的制造商阿迪达斯和彪马上涨5%。而这些公司尚未公布最新的财报,不过投资者认为,耐克公司的积极财报预示着其他体育品牌的业绩同样良好。

  聚焦:耐克自己打造电子商务

  电子商务对于耐克公司的营收而言可能是一个改变因素:它使得该运动服装品牌直接向消费者销售产品,而不是通过第三方零售商销售并给予后者折扣。

  其次,虽然在线直接面向消费者确实会带来诸如仓储、运输和退货等额外费用,但只要销量足够大这些都不是问题:盈利能力的增长将使得公司可对业务再次投资,更不用说向股东派发更高的股息分红和股份回购了。

  点击下方“阅读原文”了解更多盈透证券优势技术和产品

  !

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