Still-In-The-Woods Adidas Provides Glimpse Of Recovery With A Lifted Guidance
Still-In-The-Woods Adidas Provides Glimpse Of Recovery With A Lifted Guidance
In an unscheduled announcement, Adidas AG (OTC:ADDYY) (OTC:ADDDF) raised its 2024 profit outlook after a better than expected first quarter. The good news come a month after the German sportswear giant posted its first annual loss in more than three decades and warned sales in North America will fall again due to the struggle of U.S. retailers with high inventory levels. Adidas has also been battling to restore its vitality after a costly split from Kanye West in October 2022 and suspending sales of the highly profitable Yeezy sneaker line.
阿迪達斯股份公司（場外交易代碼：ADDYY）（場外交易代碼：ADDDF）在一份計劃外公告中上調了其2024年的利潤展望，此前第一季度業績好於預期。這個好消息是在這家德國運動服巨頭公佈了三十多年來的首次年度虧損並警告說，由於美國零售商在高庫存水平下陷入困境，北美的銷售額將再次下降一個月後發佈的。阿迪達斯在2022年10月與坎耶·韋斯特進行了代價高昂的分手，並暫停了利潤豐厚的Yeezy運動鞋系列的銷售，此後，阿迪達斯也一直在努力恢復其活力。
Adidas Provided Hope Of Recovery
阿迪達斯帶來了復甦的希望
The German sportswear giant now expects full-year operating profit of about $744 million or 700 million euros , after previously guiding for 500 million euros.
這家德國運動服巨頭現在預計全年營業利潤約爲7.44億美元或7億歐元，此前預計爲5億歐元。
At the very least, Adidas shares have staged a recovery, outperforming even Nike Inc (NYSE:NKE) since the new CEO Bjorn Guldentook over. Gulden found that 2023 ended better than what was expected at the beginning of the year, although this performance is certainly not good enough. Back in March, Gulden warned that the brand's weakness in North America will continue as Adidas expects sales to fall by around 5% this year due to overstocked stores and lower demand. In 2023, Adidas recorded a YoY sales drop of 16% in North America, while fourth quarter alone posted a 21% YoY drop. But, throughout the year, Gulden has been clearing the stock through outlet stores and lowered inventories by 24% or 1.5 billion euros. Adidas is hoping to restore its market share from rivals like Nike, even as consumers' overall appetite for sportswear is declining, with even Nike shedding 2% of its workforce in February. Therefore, the latest announcement provided the much-needed good news for the German sportswear giant as Gulden's efforts to re-energize the company have started to pay off.
至少，自新任首席執行官比約恩·古爾登接任以來，阿迪達斯的股價已經出現了復甦，甚至超過了耐克公司（紐約證券交易所代碼：NKE）。古爾登發現，2023年的結局好於年初的預期，儘管這種表現肯定不夠好。早在三月份，古爾登就警告說，由於門店庫存過剩和需求減少，阿迪達斯預計，今年的銷售額將下降約5％，因此該品牌在北美的疲軟狀況將持續下去。2023年，阿迪達斯在北美的銷售額同比下降了16％，而僅第四季度就同比下降了21％。但是，古爾登全年都在通過直銷店清算庫存，並將庫存減少了24％或15億歐元。阿迪達斯希望從耐克等競爭對手手手中恢復其市場份額，儘管消費者對運動服的總體需求正在下降，甚至耐克在2月份也裁員了2％。因此，隨着古爾登爲公司注入活力的努力已開始獲得回報，最新的公告爲這家德國運動服巨頭提供了急需的好消息。
Nike is missing its bold and disruptive innovation.
耐克錯過了其大膽而顛覆性的創新。
Last Friday, Nike CEO John Donahoe blamed remote work for the slowdown of innovation that is the DNA of Nike's brand. With employees working from home for more than two years now, developing a boldly disruptive product is tough to develop through Zoom. But Donahoe assured that Nike's innovation pipeline is as strong as ever as the sports company fights to protecting its market share with its restructuring plan announced in December. Over the next three years, Nike aims to lower costs by about $2 billion as it embraces for softer demand in the quarters ahead.
上週五，耐克首席執行官約翰·多納霍將遠程辦公歸咎於創新放緩，而創新是耐克品牌的DNA。由於員工在家工作已超過兩年，因此很難通過 Zoom 開發一款大膽的顛覆性產品。但多納霍保證，耐克的創新渠道一如既往地強大，因爲這家體育公司在12月宣佈了重組計劃，努力保護其市場份額。在未來三年中，耐克的目標是將成本降低約20億美元，以應對未來幾個季度的需求疲軟。
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