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[最新爆料] 多亏了中国市场Burberry的业绩总算有起色了

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    2017-3-6 11:09
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    发表于 2017-7-13 14:51:21 | 显示全部楼层 |阅读模式

    作者: 36氪来源: 36氪2017-07-13 09:32:12


    Burberry一季度4%的销售额增长,为2017-2018财年开了个好头,这也是其新CEO Marco Gobbetti正式上任后交出的首份答卷。

    昨日晚间,英国奢侈品牌Burberry发布截至2017年6月30日的一季度财报,报告期内,Burberry集团销售额同比增长3%至4.78亿英镑,可比销售额也上升了4个百分点。财报发布后,Burberry股价一度上涨5%。

    按地区来看,由于中国大陆的出色表现和香港地区的业绩的回升,亚太地区实现中个位数百分比的增长;在英国本土,Burberry的业绩也有很抢眼的表现,推动EMEIA高个位数增长;美洲是唯一一个出现个位数百分比下降的地区。

    按渠道来看,电商增长势头迅猛,全球市场的电商营收同比增长40%,中国在线销售额更是同比翻了一倍。Burberry将中国市场线上的良好表现,归功于微信等拥有庞大用户群的社交媒体,在微信上**,能够覆盖的消费者比之前多了三倍。

    预计在2017-2018财年,Burberry还会延续之前的势头,减少批发渠道和特许经销渠道的销售额占比,让直面消费者的零售渠道和电商渠道发挥更大的作用。集团预计品牌线下门店客流依然会面临严峻的挑战,但客户转化率目前呈现同比增长态势,有助低效客流这一不利因素。

    Burberry的业绩已经连续低迷了三年,2016-2017财年不仅销售额下降了2%,净利润更大跌21%。而在过去一年时间里,Burberry也出台了不少止损的措施,比如关闭业绩不佳门店、对部门门店进行升级,削减产品数量将SKU减少了15%至20%等等。

    这一系列措施的效果在今年一季度显现了出来。Hargreaves Lansdown基金经理认为,Burberry此次发布的一季度财报令市场鼓舞,是品牌开始摆脱低迷表现,走入正轨的一个信号。随着更多新品的发售,Burberry的业绩会持续改善。

    Burberry在财报中还汇报了一些正在进展中的战略调整。首先是已被出售代理权的美妆业务,这一块业务曾让Burberry非常纠结,几度出售和收回。一方面,美妆产品是近年来大热的品类,卖得很好,几个奢侈品美妆的业绩都相当不错,Burberry其实是不愿意放弃这项生意的。

    但另一方面,美妆业务并不是Burberry的强项,在生产和销售渠道上都不占任何优势,大规模投入建设分销网络很容易就拉低品牌利润率,因此美妆业务的业绩一直都提升不上来。

    今年4月,Burberry终于痛下决心向Coty出售了美妆产品的代理权,业内纷纷认为是明智的举措,瑞银分析师Helen Brand认为,美妆部门一直拖累Burberry的表现,也浪费管理层的时间。

    根据Burberry的财报,目前双方交割进展顺利,应该会在10月完成转让。此外,在2018财年节约5000万英镑运营成本的目标也在稳步推进,今年5月,Burberry协商将300名伦敦总部员工转移至即将于10月份开放的位于利兹的新办公室,以节省伦敦地区高昂的房租。

    尽管一季度Burberry的业绩不错,但是也容不得一点骄傲,毕竟除了消费者这一条因素,这个英国品牌还要面临英国脱欧中更为复杂的政治和经济因素。



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    发表于 2017-10-20 14:36:42 | 显示全部楼层
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