大中华区销售下降58% 阿迪达斯一季度利润同比暴跌95%
<p style="margin:10px 0px">4 月 27 日,阿迪达斯发布 2020 年第一季度财报,显示其第一财季净利润和销售额大幅下降。</p><p style="margin:10px 0px">这家德国体育用品公司表示,<zkspan class="halfbg_yellow">该</zkspan><zkspan class="halfbg_yellow">季</zkspan><zkspan class="halfbg_yellow">度</zkspan><zkspan class="halfbg_yellow">净</zkspan><zkspan class="halfbg_yellow">利</zkspan><zkspan class="halfbg_yellow">润</zkspan><zkspan class="halfbg_yellow">为</zkspan><zkspan class="halfbg_yellow">3</zkspan><zkspan class="halfbg_yellow">1</zkspan><zkspan class="halfbg_yellow">0</zkspan><zkspan class="halfbg_yellow">0</zkspan><zkspan class="halfbg_yellow">万</zkspan><zkspan class="halfbg_yellow">欧</zkspan><zkspan class="halfbg_yellow">元</zkspan><zkspan class="halfbg_yellow">,</zkspan><zkspan class="halfbg_yellow">较</zkspan><zkspan class="halfbg_yellow">去</zkspan><zkspan class="halfbg_yellow">年</zkspan><zkspan class="halfbg_yellow">同</zkspan><zkspan class="halfbg_yellow">期</zkspan><zkspan class="halfbg_yellow">的</zkspan><zkspan class="halfbg_yellow">6</zkspan><zkspan class="halfbg_yellow">.</zkspan><zkspan class="halfbg_yellow">3</zkspan><zkspan class="halfbg_yellow">2</zkspan><zkspan class="halfbg_yellow">亿</zkspan><zkspan class="halfbg_yellow">欧</zkspan><zkspan class="halfbg_yellow">元</zkspan><zkspan class="halfbg_yellow">下</zkspan><zkspan class="halfbg_yellow">降</zkspan><zkspan class="halfbg_yellow">了</zkspan><zkspan class="halfbg_yellow">9</zkspan><zkspan class="halfbg_yellow">5</zkspan><zkspan class="halfbg_yellow">%</zkspan>;销售额下降约 19%,至 47.5 亿欧元,主要原因是疫情迫使阿迪达斯陆续关闭亚太地区以及全球其他地区的门店。</p><p style="margin:10px 0px">该公司还警告说,第二财季业绩受到新冠疫情的冲击应该会更严重。</p><p style="margin:10px 0px"><strong>面临空前挑战</strong></p><p style="margin:10px 0px">在第一季度销售额下滑 19%至 47.5 亿欧元后,该公司预测第二季度销售额将比去年同期<zkspan class="halfbg_yellow">下</zkspan><zkspan class="halfbg_yellow">降</zkspan><zkspan class="halfbg_yellow">4</zkspan><zkspan class="halfbg_yellow">0</zkspan><zkspan class="halfbg_yellow">%</zkspan><zkspan class="halfbg_yellow">以</zkspan><zkspan class="halfbg_yellow">上</zkspan>。</p><p style="margin:10px 0px"><p style="margin:10px 0px">阿迪达斯 CEO 卡斯珀 · 罗斯特(Kasper Rorsted)</p></p><p style="margin:10px 0px">阿迪达斯的 CEO 卡斯珀 · 罗斯特(Kasper Rorsted)对说:"<strong>我们现在生活在史无前例的时代,对阿迪达斯来说也是空前的挑战。</strong>"</p><p style="margin:10px 0px">近年来,阿迪达斯斥巨资扩大其在中国的市场份额。但今年年初,在疫情影响下中国的许多商场关闭,因此阿迪达斯也是受打击最严重的外国零售商之一。大中华区的销售额(占阿迪达斯销售额的 23%)在第一季度<zkspan class="halfbg_yellow">下</zkspan><zkspan class="halfbg_yellow">降</zkspan><zkspan class="halfbg_yellow">了</zkspan><zkspan class="halfbg_yellow">5</zkspan><zkspan class="halfbg_yellow">8</zkspan><zkspan class="halfbg_yellow">%</zkspan>。</p><p style="margin:10px 0px">阿迪达斯也表示,在中国的门店流量正在逐渐恢复,罗斯特说,所谓的转化率(即顾客购买商品的比例)正在逐周提高,但尚未恢复到停产前的水平。不过,他乐观地认为,<strong>下半年中国将恢复危机前的两位数增长率</strong>。</p><p style="margin:10px 0px">阿迪达斯在财报中并没有提供全年的前景,罗斯特表示仍存在太多不确定性:重新开放门店的日期、中国市场的复苏速度等均不可预估。</p><p style="margin:10px 0px"><strong>巨头如何自愈?</strong></p><p style="margin:10px 0px">阿迪达斯也采取了一些措施来度过这场危机。本月初,该公司获得 24 亿欧元政府支持贷款的批准,以支撑其现金储备。</p><p style="margin:10px 0px">该公司还在在线销售方面进行投资。阿迪达斯的在线销售量在<zkspan class="halfbg_yellow">第</zkspan><zkspan class="halfbg_yellow">一</zkspan><zkspan class="halfbg_yellow">季</zkspan><zkspan class="halfbg_yellow">度</zkspan><zkspan class="halfbg_yellow">增</zkspan><zkspan class="halfbg_yellow">长</zkspan><zkspan class="halfbg_yellow">了</zkspan><zkspan class="halfbg_yellow">3</zkspan><zkspan class="halfbg_yellow">5</zkspan><zkspan class="halfbg_yellow">%</zkspan>——这虽是一个急剧增长,但也不足以抵消实体店的损失。罗斯特说,在大流行之后,电子商务将对阿迪达斯产生更大的影响。</p><p style="margin:10px 0px">该公司目前已成立工作组,专门跟踪和捕捉数字销售机会,并且正在培训其他员工以促进在线销售。</p><p style="margin:10px 0px">阿迪达斯表示,大中华区的在线销售额在 3 月份<zkspan class="halfbg_yellow">增</zkspan><zkspan class="halfbg_yellow">长</zkspan><zkspan class="halfbg_yellow">了</zkspan><zkspan class="halfbg_yellow">5</zkspan><zkspan class="halfbg_yellow">5</zkspan><zkspan class="halfbg_yellow">%</zkspan>。罗尔斯德先生说,阿迪达斯正试图将在中国学到的东西应用于世界其他地区:<strong>在门店重新营业之前,多多让消费者在线上购物。</strong></p><p style="margin:10px 0px"> ZAKER 新闻出品文 / 庄园</p><p style="margin:10px 0px"></p><br>免责声明:如果本文章内容侵犯了您的权益,请联系我们,我们会及时处理,谢谢合作!
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