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耐克的跨越式增长

2005-10-04 14:30:46 来源: 中国鞋网 http://www.cnxz.cn/

      耐克,这个世界上最大的运动鞋制造商公布了它远远超出预料的季度利润增长。
      随着在核心的美国市场的强劲销售额,引起它的股票上涨高达8.5%。
      这个强劲的销售额标志着从上个季度以来的好转,那个时候耐克公布了它9个季度以来最缓慢的收入增长。
      至1月份要交付的订货比一年前增长了11%,但是由于原材料成本的上升预计将会抵消强劲的销售额增长,耐克说它将维持其全年的利润预测。
      截止8月31日的第1个财务季度,公司赚取了4.323亿美元,或1.61美元每股,比一年前的3.268亿美元,或每股1.21美元上涨了32%。
      分析家的平均预测是1.42美元每股,据路透社的评估。
      美国市场运动鞋的业务增长了11%,而美国市场总的业务增长了8%,其中包括服饰及其他商品,这帮助耐克的季度收入增长了8%,达到了39亿美元。分析家预测的收入是38亿美元,据路透社的评估。
      耐克已经从传统的运动鞋专卖店扩张到体育商品和通常商品的产品链,这提升了在美国的销售,Susquehanna金融公司的分析家约翰.夏利(John Shanley)说。
      由于对其品牌服装的需求,耐克的服装销售同样反弹,同时还有迈克尔.乔丹(Michael Jordan merchandise)的产品的增长,这弥补了去年耐克与全国篮球协会的合同终止所带来的损失。
       “我们享有5年以来最强劲的品牌地位,市场现在充满了更多的挑战,在我们的面前有着更多的购买抉择。”在与分析家的一次电话会谈中耐克的主席查理.邓森(Charlie Denson)说。
      耐克从市场对其高档鞋,比如Shoex跑鞋的需求中受益,它最近收购了在沃尔玛连锁店销售的低价鞋品牌Starter,使它得以进入更广泛的市场。
      但是一些分析家质疑市场对昂贵鞋的需求能否经受经济的衰退,如果油价的上涨继续捂紧消费者的消费。
      由于遭到创记录的油价及卡特琳娜飓风(Hurricane Katrina)的打击,美国的消费者信心在9月初期滑到了13年以来的最低点。
     “肯定的,购买高价的运动鞋并非是消费者的必备选择。”在McAdams Wright 的分析家杰美拉.雷迪(Jamelah Leddy)说。
      耐克面临日益激烈的竞争,因为德国的阿迪达斯-萨拉蒙准备收购锐步国际提高在美国的地位。
      上一个季度,耐克在美国市场上尤其疲软,总收入仅有3%的增长,运动鞋的销售额仅为7%,所以分析家在观望那里会上升。
      锐步的股票,曾在阿迪达斯计划的消息公布之后暴涨,现在的成交价是明年估计利润的16.3倍,比耐克的15.5倍还要高,据路透社的估计。
      这两个竞争对手将在明年的足球世界杯期间旗鼓相当的争斗。
耐克在星期一重申了成为足球,这个被广泛认为是世界第一大体育运动的第一品牌的誓言。
      Susquehanna 的夏利估计在世界杯的高潮期间的6个星期当中,耐克和阿迪达斯各自花费在广告上的费用将会在1.4亿欧元到1.5亿欧元之间。
      耐克维持它的全年利润增长的预测,将会有百分之十几的中间水平的增长,而由于强劲的美国鞋类销售额,它的收入将会有高位的个位数的增长。
      在欧洲,它的第一季度的收入增长了5%,每一个国家都公布了增长的销售额,尤其在英伦、意大利和崛起中的市场。
     在亚洲和太平洋地区,耐克报告有13%的增长,中国是最大的推动者。美元的疲软提升了海外的销售额。
      耐克说截止1月份交货的订购总额为49亿美元,包括美国市场12%的增长。
耐克的股票星期一下午在纽约股票交易所涨了4.53美元,或5.85,为82.99美元。
     (英文原文引自
翻译:Rainpoem)

                                          Nike gets spring in step
    September 20, 2005 - 8:29AM
    

     Nike, the world s largest maker of athletic shoes, has posted a bigger-than-expected jump in quarterly profit.
     It follows strong sales in the key US market, with the result sending its shares up as much as 8.5 per cent.
     The robust sales marked a turnaround from last quarter, when Nike reported its slowest revenue rise in nine quarters.
     Orders for delivery through January were up 11 per cent from a year earlier, but Nike said it was keeping its full-year profit forecast because rising raw material costs are expected to offset the strong sales growth.
     The company earned $US432.3 million ($A567.99 million), or $US1.61 ($A2.12) per share, in the fiscal first quarter ended August 31, up 32 percent from $US326.8 million ($A429.38 million), or $US1.21 ($A1.59) per share, a year earlier.
     Analysts, on average, had expected $US1.42 ($A1.87) per share, according to Reuters Estimates.
     Quarterly revenue rose 8 per cent to $US3.9 billion ($A5.12 billion), helped by an 11 per cent gain in the US athletic footwear business and 8 per cent growth in total US sales, including apparel and other merchandise. Analysts had expected revenue of $US3.8 billion ($A4.99 billion), according to Reuters Estimates.
      Nike has expanded beyond traditional athletic shoe stores into sporting goods and general merchandise chains, which helped to boost US sales, said John Shanley, an analyst with Susquehanna Financial Group.
      Apparel sales also rebounded thanks to demand for its namesake brand as well Michael Jordan merchandise, which made up for lost business when Nike s contract with the National Basketball Association expired last year.
     "We re enjoying the strongest brand position we ve seen in over five years, and as the marketplace becomes more challenging, we see more of the buying decisions falling our way," Nike President Charlie Denson said on a conference call with analysts.
     Nike has benefited from strong demand for premium shoes like the Shox running shoe, and it recently bought the Starter brand of lower-priced shoes that are sold by Wal-Mart Stores, giving it access to a broader market.
    But some analysts questioned whether the market for pricey shoes can withstand an economic downturn if rising fuel prices continue to pinch consumer spending.
    US consumer confidence dropped to a 13-year low in early September, battered by record gasoline prices and Hurricane Katrina.
    "Certainly buying a high price athletic shoe is not necessarily a consumer staple," said Jamelah Leddy, an analyst with McAdams Wright Ragen.
    Nike faces increasingly fierce competition as Germany s Adidas-Salomon prepares to buy Reebok International in a move to boost its US position.
    Last quarter, the US market was particularly weak for Nike, showing just a three per cent overall revenue gain and a seven per cent increase in US athletic footwear sales, so analysts were eager to see improvement there.
     Reebok s shares, which surged following news of the Adidas deal, now trade at 16.3 times next year s estimated earnings, a premium to Nike s 15.5, according to Reuters Estimates.
     The two rivals are set to go head-to-head during the World Cup soccer tournament next summer.
     Nike on Monday repeated its vow to become the No. 1 brand in soccer, widely considered to be the world s biggest sport.
Susquehanna s Shanley estimated that Nike and Adidas will each spend between 140 million euro ($A230.07 million) and 150 million euro ($A246.51 million) on advertising over a six-week period during the height of the World Cup.
     Nike maintained its forecast for full-year profit growth to show a percentage increase in the mid-teens, with high-single digit revenue growth driven by strong US footwear sales.
     In Europe, where first-quarter revenue rose five per cent, the company posted higher sales in every country, but especially in Britain, Italy and emerging markets.
     In the Asia-Pacific region, Nike reported a 13 per cent sales increase, with China the biggest driver. The weak dollar boosted the value of overseas sales.
      Nike said orders for footwear and apparel for delivery through January totalled $US4.9 billion, including a 12 per cent increase in US orders.
       Shares of Nike were up $US4.53 ($A5.95), or 5.8 percent, at $US82.99 ($A109.04) on the New York Stock Exchange on Monday afternoon.


 

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