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JPMorgan downgrades McDonald's target price to $270 and maintains a "shareholding" rating.
JPMorgan's research report states that McDonald's stock price rose 3.7% after announcing its performance, and its US business is not as bad as rumored. Moreover, measures to promote value products seem to help increase customer traffic given declining consumer spending. The bank points out that McDonald's brand does have notable value, but it targets users who can access discounted goods on mobile apps. Known digital trades account for 25% globally and 20% in the USA, which means that most customers have not received these digital discounts. The McDonald's mobile app is an ideal way to communicate with individual customers but cannot reach 75% to 80% of them.
Consumer giants collectively performed poorly!
From Nestle to Procter & Gamble, and then to Starbucks, the entire consumer industry is showing signs of weakness, and the performance of consumer giants in the Chinese market is generally declining. As disposable income is constrained, consumers are increasingly focused on reducing consumption or turning to lower-priced commodities.