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）公佈了其第四季度的收益報告，股價在盤後交易中暴跌超過12％。作爲UEFA歐洲盃足球錦標賽的九支國家隊的贊助商之一，耐克是該領域球衣的主要贊助商，擊敗了其競爭對手，如阿迪達斯AG（OTC：ADDYY），但總體來看，耐克似乎沒有用其產品創新伴隨着其建立成功的優質敘事。全球最大的運動服裝製造商通過銷售下降了其全年銷售收入前景，搖晃了Foot Locker（NYSE：FL）和Dick's Sporting Goods（NYSE：DKS）的股票，因爲即使即將到來的奧運會也無法幫助其擺脫銷售低迷。
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.
耐克從Foot Locker和Dick's Sporting Goods等批發商轉向銷售其產品的直接渠道，如直營店和網站，已經損害了其銷售業績，因此這家運動服飾巨頭正在試圖恢復這些關係。其重要零售合作伙伴，包括Foot Locker和Dick's Sporting Goods對耐克即將推出的產品和新創新持開放態度。Foot Locker指出，耐克顯然回到了進攻狀態。
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，耐克報告營業收入下降了2％，至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額在同比下降8％，達到51億美元，而批發收入在同比上漲5％，達到71億美元。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面臨需求疲軟的問題。
On a slightly better note, gross margins increased to 44.7% from last year's comparable quarter when it amounted to 43.6%.
略好一點的是，毛利率從去年同期的43.6％增至44.7％。
A Lowered 2025 Fiscal Year Outlook
下調2025財年展望
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.
耐克預計銷售額將比預期下降，最初的銷售增長預期爲2025財年開始，該財年被CEO約翰·多納霍稱爲其業務的轉型之年。在2025財年內，耐克預計收入將下降中單數字，包括預計的第一季度下降10％。
The World's Most Successful Sports Brand Story Needs To Regain Its Mojo
世界上最成功的體育品牌故事需要重新獲得其魔力
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財年期間，耐克一直在努力恢復其銷售增長勢頭，但表現不佳的季度結束了一年的慘淡。耐克正在採取積極行動重新組織其庫存，希望奧運會也能幫助其擺脫銷售低迷，同時新產品預計將在年底之前提振財務狀況，並在下半年實現有意義和順序的改善。耐克從未缺乏自信心，但最近公佈的季度無疑凸顯了許多引起關注的挑戰，這些挑戰對其已知的精神造成了不少壓力。
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