Nike's Fourth Quarter Results Highlight Its Struggle With Ongoing Challenges
Nike's Fourth Quarter Results Highlight Its Struggle With Ongoing Challenges
On Thursday, Nike (NYSE:NKE) reported its fourth quarter earnings, shares plunging more than 12% in after hours trading. Sponsoring nine national teams at the UEFA Euro 2024 football tournament, Nike is the top sponsor of jerseys in that arena, beating out its rivals like Adidas AG (OTC:ADDYY), but the overall vibe is that Nike just hasn't innovated enough with its products not being accompanied by the quality storytelling it built its success upon. The world's largest sportswear maker by sales lowered its full year sales outlook, rattling the stocks of Foot Locker (NYSE:FL) and Dick's Sporting Goods (NYSE:DKS), as it seems even the upcoming Olympics Games won't be able to help it get out of its sales slump.
週四,耐克(NYSE:NKE)發佈了第四季度業績,股價下跌逾12%。在歐洲盃2024年足球賽中贊助九支國家隊,耐克是這個領域球衣的最大讚助商,打敗了它的競爭對手,如阿迪達斯(OTC:ADDYY),但總體感覺是耐克產品創新不足,缺乏以往成功建立起來的高質量故事,導致股價下跌。這家全球最大的體育用品製造商根據銷售額調低了全年銷售預期,使富樂客(NYSE:FL)和迪克體育用品(NYSE:DKS)的股價受到影響,似乎即使即將到來的奧運會也無法幫助它擺脫銷售低迷。
Nike Is Going Back To Embracing Wholesalers
耐克正在重新擁抱批發商
Nike's strategy to drift away from wholesalers like Foot Locker and Dick Sporting Goods to sell its products through its direct channels of owned stores and website has hurt its sales, so the athleisure wear giant is trying to restore those relations. Its key retail partners, including Foot Locker and Dick's Sporting Goods have been openly optimistic about Nike's upcoming product launches and new innovations. Foot Locker noted that Nike is clearly back to playing offense.
耐克的策略從與富樂客和迪克體育用品這樣的批發商疏遠到通過自有店鋪和網站銷售其產品已經損害了其銷售業務,因此運動休閒服裝巨頭試圖恢復這些關係。它的關鍵零售合作伙伴,包括富樂客和迪克體育用品,一直對耐克即將推出的新產品和新創新持開放態度。富樂客指出,耐克顯然又回到了進攻模式。
Fiscal Fourth Quarter Highlights
財務季度四要點
For the quarter that ended on May 31st, Nike reported revenue decreased by 2% to $12.61 billion.
截至5月31日的季度,耐克的營業收入下降了2%,爲126.1億美元。
Its direct-to-consumer sales were 8% down a YoY basis as they amounted to $5.1 billion, while wholesale revenues went up 5% as they amounted to $7.1 billion. The world's largest sportswear company also revealed it is struggling with weakening demand in international markets, including in China.
其直接面向消費者的銷售同比下降8%,達到51億美元,而批發收入增長5%,爲71億美元。這家全球最大的運動服裝公司還透露,在包括中國在內的國際市場上需求疲軟。
On a slightly better note, gross margins increased to 44.7% from last year's comparable quarter when it amounted to 43.6%.
略好消息是,毛利率從去年同期的43.6%增加到44.7%。
A Lowered 2025 Fiscal Year Outlook
下調了2025財年營收
Nike projected a larger than expected sales decline after initially guiding for overall sales growth in 2025 that kicked off on June 1st and is deemed to be a transition year for its business, as phrased by the CEO John Donahoe . In fiscal 2025, Nike excepts revenue to go down by mid-single digits, including first quarter's expected 10% drop.
耐克預計在最初指引2025年總銷售額增長後還會有更大程度的下滑,這是從6月1日開始的過渡年,如首席執行官John Donahoe所說。在2025財年,耐克預計營收將下降中單位數,包括第一季度預計下降10%。
The World's Most Successful Sports Brand Story Needs To Regain Its Mojo
這個世界上最成功的運動品牌故事需要重新找回自己的魔力
Throughout its fiscal 2024, Nike has been trying to restore its sales growth mojo but aweaker than expected quarter wrapped up a lackluster year. Nike is taking aggressive action to reorganize its inventory, hoping the Olympics will also help getting out of its sales slump, along with new products that are expected to boost financials by the end of the year, with meaningful andsequential improvemenst in the second of the year. What Nike never lacked is self-confidence, but the latest reported quarter undoubtedly highlighted the many challenges that gaslighting its well-known spirit.
在其2024財年的整個過程中,耐克一直在努力恢復其銷售增長魔力,但是業績不佳的季度爲一個平淡的年份收尾。耐克正在採取積極的行動重新組織其庫存,並希望奧運會也有助於擺脫出現的銷售低谷,同時預計新產品將在年底前推升財務狀況,在下半年實現有意義的和順序的改善。耐克從未缺乏自信,但最新公佈的季度無疑突顯了很多困難,讓其衆所周知的精神受到質疑。
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