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耐克营收超过预期,线上销售抵消了中国市场下滑的影响

2020-3-25 15:45

 

据路透社报道,耐克公司周二公布的季度营收超出预期,强劲的数字需求抵消了近六年来因冠状病毒(coronavirus)导致的关闭而导致的中国销售额首次下滑。


“当人们被限制在家里的时候,我们迅速采取行动,利用我们的数字应用生态系统和耐克专家教练网络,”运动服装巨头的首席执行官约翰·多纳霍(John Donahoe)在财报电话会议上说。


在截止2月的第三财季,公司的数字销售增长了36%。


在大中华区,这类销售额增长了30%以上,但由于病毒爆发导致商店关闭,该地区的整体销售额下降了5%。


这一疫情迫使耐克暂时关闭门店,以帮助遏制其在中国的传播。去年年底,耐克首次在中国发现了这种病毒。该公司目前已经关闭了在病毒迅速蔓延的欧洲和美国的商店。


耐克表示,其在中国80%的门店现已重新开业,但预计当前季度在该地区的销售额将持平。


该公司表示,尽管包括今年的NBA和NFL赛季以及东京奥运会在内的一些体育赛事被取消或推迟,但它将继续专注于新产品的发布,这是一个关键的增长动力。


根据Refinitiv IBES的数据,第三财政季度的总收入增长了5.1%,达到101亿美元,超过了分析师平均预测的98亿美元。


然而,由于疫情的影响以及南美地区经销商模式的转变所产生的非现金费用,净利润从去年同期的1.1美元降至8.47亿美元。


耐克没有公布当前季度业绩预估,但其股价在盘后交易中上涨约11%,周二正常交易时段上涨15%。

 

Nike beat estimates for quarterly revenue on Tuesday as strong digital demand offset the first China sales drop in nearly six years from the coronavirus-fueled shutdowns, Reuters reports.

“At a time when people were confined to their homes, we moved swiftly to leverage our digital app ecosystem and Nike Expert Trainer network,” the sportswear giant’s CEO, John Donahoe, was quoted as saying on an earnings call.

Digital sales grew 36 percent in the firm’s fiscal third quarter ended February.

In Greater China, such sales were up more than 30 percent, but overall sales in the region fell 5 percent due to store closures amid the virus outbreak.

The epidemic forced Nike to temporarily shut down stores to help contain its spread in China, where it was first detected late last year. The company has now closed stores in Europe and the United States where the virus is rapidly spreading.

Nike said 80 percent of its China stores have now reopened, yet it expects current-quarter sales to be flat in the region.

The company said it will continue to focus on new launches, a key growth driver, despite the cancellations or postponements of several sporting events, including this year’s NBA and NFL seasons and the Tokyo Olympics.

Total revenue rose 5.1 percent to US$10.1 billion in the fiscal third quarter, beating the average analyst estimate of US$9.80 billion, according to Refinitiv IBES data.

Net income, however, fell to US$847 million from US$1.1 a year earlier due to the hit from the outbreak and a non-cash charge related to a shift to distributor model in South America.

Nike held back from providing forecasts for the current quarter, yet its shares rose about 11 percent in extended trading after gaining 15 percent in regular hours on Tuesday. 

 

来自: ejinsight