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.
阿迪达斯股份公司（场外交易代码：ADDYY）（场外交易代码：ADDDF）在一份计划外公告中上调了其2024年的利润展望，此前第一季度业绩好于预期。这个好消息是在这家德国运动服巨头公布了三十多年来的首次年度亏损并警告说，由于美国零售商在高库存水平下陷入困境，北美的销售额将再次下降一个月后发布的。阿迪达斯在2022年10月与坎耶·韦斯特进行了代价高昂的分手，并暂停了利润丰厚的Yeezy运动鞋系列的销售，此后，阿迪达斯也一直在努力恢复其活力。
Adidas Provided Hope Of Recovery
阿迪达斯带来了复苏的希望
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.
这家德国运动服巨头现在预计全年营业利润约为7.44亿美元或7亿欧元，此前预计为5亿欧元。
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，自新任首席执行官比约恩·古尔登接任以来，阿迪达斯的股价已经出现了复苏，甚至超过了耐克公司（纽约证券交易所代码：NKE）。古尔登发现，2023年的结局好于年初的预期，尽管这种表现肯定不够好。早在三月份，古尔登就警告说，由于门店库存过剩和需求减少，阿迪达斯预计，今年的销售额将下降约5％，因此该品牌在北美的疲软状况将持续下去。2023年，阿迪达斯在北美的销售额同比下降了16％，而仅第四季度就同比下降了21％。但是，古尔登全年都在通过直销店清算库存，并将库存减少了24％或15亿欧元。阿迪达斯希望从耐克等竞争对手手手中恢复其市场份额，尽管消费者对运动服的总体需求正在下降，甚至耐克在2月份也裁员了2％。因此，随着古尔登为公司注入活力的努力已开始获得回报，最新的公告为这家德国运动服巨头提供了急需的好消息。
Nike is missing its bold and disruptive innovation.
耐克错过了其大胆而颠覆性的创新。
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.
上周五，耐克首席执行官约翰·多纳霍将远程办公归咎于创新放缓，而创新是耐克品牌的DNA。由于员工在家工作已超过两年，因此很难通过 Zoom 开发一款大胆的颠覆性产品。但多纳霍保证，耐克的创新渠道一如既往地强大，因为这家体育公司在12月宣布了重组计划，努力保护其市场份额。在未来三年中，耐克的目标是将成本降低约20亿美元，以应对未来几个季度的需求疲软。
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