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这个运动品牌成最大输家

来源: 南方日报网络版     时间: 2019年09月16日 04:09:37
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(UnderArmour10年)(来)(首)(次)(邀)(请)(女)(演)(员)(作)(为)(代)(言)(人)(
在)(利)(润)(率)(的)(持)(续)(压)(力)(下)(,UnderArmour正)(在)(与)(占)(主)(导)(地)(位)(的)(耐)(克)(和)(阿)(迪)(达)(斯)(品)(牌)(争)(夺)(市)(场)(份)(额)(。但)(媒)(体)(依)(然)(质)(疑)(新)(总)(裁)(和)(零)(售)(业)(老)(将)(COOPatrikFrisk能)(否)(为)(公)(司)(带)(来)(变)(化)(。
PatrikFrisk来)(自)(Vans母)(公)(司)(威)(富)(集)(团)(,今)(年)(7月)(到)(任)(后)(他)(提)(出)(包)(括)(加)(强)(女)(士)(、儿)(童)(系)(列)(和)(直)(营)(零)(售)(业)(务)(占)(比)(等)(一)(系)(列)(重)(组)(措)(施)(。8月)(初)(,UnderArmour开)(始)(裁)(员)(并)(关)(闭)(部)(分)(门)(店)(,并)(将)(库)(存)(降)(低)(至)(历)(史)(最)(低)(。
据)(美)(国)(投)(行)(及)(资)(产)(管)(理)(公)(司)(最)(近)(发)(布)(的)(青)(少)(年)(消)(费)(研)(究)(报)(告)(显)(示)(,UnderArmour在)(美)(国)(青)(少)(年)(心)(中)(的)(地)(位)(已)(经)(日)(渐)(下)(滑)(。在)(美)(国)(高)(收)(入)(家)(庭)(青)(少)(年)(“一)(整)(年)(都)(没)(有)(穿)(过)(的)(品)(牌)(”中)(,UnderArmour排)(在)(第)(一)(位)(,而)(在)(高)(收)(入)(家)(庭)(青)(少)(年)(最)(喜)(欢)(的)(运)(动)(服)(装)(品)(牌)(中)(,UnderArmour从)(一)(年)(前)(的)(第)(8名)(下)(降)(到)(了)(今)(年)(的)(第)(11名)(。同)(时)(,在)(普)(通)(收)(入)(家)(庭)(青)(少)(年)(心)(目)(中)(,UnderArmour从)(第)(6名)(下)(降)(到)(第)(9名)(。
CreditSuisse瑞)(信)(的)(分)(析)(师)(在)(跟)(踪)(了)(UnderArmour产)(品)(网)(上)(销)(售)(情)(况)(后)(发)(现)(,UnderArmour有)(逾)(1000款)(产)(品)(在)(至)(少)(两)(家)(网)(站)(上)(有)(售)(,其)(中)(有)(268款)(产)(品)(在)(DicksSportingGoods.com上)(销)(售)(,165款)(产)(品)(在)(FootLocker.com销)(售)(。
业)(界)(人)(士)(指)(出)(,UnderArmour网)(售)(平)(台)(过)(多)(,产)(品)(结)(构)(却)(太)(过)(单)(一)(,难)(免)(自)(毁)(长)(城)(。
KevinPlank早)(前)(在)(接)(受)(媒)(体)(采)(访)(时)(也)(坦)(承)(近)(年)(来)(运)(动)(休)(闲)(风)(热)(潮)(给)(UnderArmour带)(来)(了)(许)(多)(竞)(争)(对)(手)(,包)(括)(Lululemon和)(Fabletics等)(品)(牌)(,整)(个)(欧)(美)(市)(场)(已)(有)(超)(过)(200个)(运)(动)(休)(闲)(服)(品)(牌)(在)(争)(夺)(市)(场)(份)(额)(。
为)(重)(新)(引)(起)(年)(轻)(消)(费)(者)(的)(关)(注)(,一)(向)(主)(打)(专)(业)(运)(动)(健)(身)(产)(品)(的)(UnderArmour于)(5月)(跟)(随)(主)(流)(试)(水)(当)(下)(最)(受)(欢)(迎)(的)(复)(古)(街)(头)(潮)(流)(风)(格)(,推)(出)(颠)(覆)(以)(往)(设)(计)(的)(ThreadborneShift鞋)(款)(,并)(找)(来)(嘻)(哈)(歌)(手)(Migos等)(人)(为)(其)(宣)(传)(,但)(收)(效)(甚)(微)(。
有)(业)(界)(人)(士)(指)(,UnderArmour对)(产)(品)(的)(年)(轻)(化)(似)(乎)(有)(点)(操)(之)(过)(急)(,若)(将)(新)(款)(鞋)(履)(ThreadborneShift的)(品)(牌)(LOGO挡)(住)(,根)(本)(看)(不)(出)(是)(出)(自)(UnderArmour的)(运)(动)(鞋)(。
另)(有)(分)(析)(人)(士)(认)(为)(,UnderArmour在)(复)(古)(运)(动)(风)(潮)(当)(道)(的)(时)(代)(难)(免)(吃)(亏)(,创)(立)(于)(1996年)(的)(UnderArmour实)(在)(“无)(古)(可)(复)(”,而)(主)(打)(Lifestyle的)(Sportswear系)(列)(与)(品)(牌)(定)(位)(和)(原)(有)(消)(费)(者)(的)(需)(求)(并)(不)(相)(符)(。
作)(为)(重)(组)(的)(一)(部)(分)(,UnderArmour正)(在)(考)(虑)(关)(闭)(网)(球)(和)(户)(外)(等)(体)(量)(较)(小)(的)(品)(类)(。
在)(谈)(到)(UnderArmour具)(体)(的)(重)(组)(改)(革)(策)(略)(时)(,KevinPlank明)(确)(表)(示)(,品)(牌)(急)(需)(摆)(脱)(依)(靠)(促)(销)(获)(得)(业)(绩)(增)(长)(的)(困)(境)(,随)(着)(消)(费)(者)(对)(休)(闲)(产)(品)(的)(需)(求)(提)(升)(,公)(司)(将)(重)(新)(调)(整)(产)(品)(组)(合)(及)(降)(价)(。UnderArmour预)(计)(相)(关)(重)(组)(费)(用)(约)(为)(1.4亿)(美)(元)(至)(1.5亿)(美)(元)(。
巴)(克)(莱)(银)(行)(分)(析)(师)(MatthewMcClintock在)(最)(新)(一)(份)(研)(究)(报)(告)(中)(表)(示)(,UnderArmour若)(想)(更)(好)(地)(执)(行)(重)(组)(战)(略)(来)(刺)(激)(销)(售)(增)(长)(,离)(不)(开)(专)(业)(人)(才)(的)(加)(入)(,他)(强)(调)(,UnderArmour现)(正)(处)(于)(重)(组)(的)(早)(期)(阶)(段)(,因)(此)(仍)(存)(在)(较)(高)(的)(波)(动)(性)(。
鉴)(于)(业)(绩)(持)(续)(低)(迷)(,UnderArmour预)(计)(今)(年)(全)(年)(销)(售)(额)(增)(速)(将)(放)(缓)(至)(低)(单)(位)(数)(,毛)(利)(率)(则)(预)(计)(下)(滑)(至)(44.5%,调)(整)(后)(的)(营)(业)(利)(润)(约)(为)(1.4亿)(至)(1.5亿)(美)(元)(。第)(三)(季)(度)(财)(报)(发)(布)(后)(当)(日)(UnderArmour股)(价)(暴)(跌)(了)(23%。
彭)(博)(智)(库)(的)(分)(析)(师)(ChenGrazutis早)(前)(认)(为)(,当)(市)(场)(风)(向)(从)(功)(能)(性)(转)(移)(到)(时)(尚)(性)(时)(,UnderArmour就)(陷)(入)(了)(被)(动)(的)(局)(面)(,这)(就)(是)(KevinPlank的)(最)(大)(挑)(战)(。
值)(得)(关)(注)(的)(是)(,在)(时)(尚)(产)(业)(领)(域)(有)(两)(位)(CEO表)(现)(出)(色)(。
一)(位)(快)(时)(尚)(Zara母)(公)(司)(Inditex集)(团)(的)(CEOPabloIsla,他)(今)(年)(被)(《哈)(佛)(商)(业)(评)(论)(》评)(为)(全)(球)(100位)(最)(佳)(CEO之)(一)(。在)(他)(的)(带)(领)(下)(,Inditex集)(团)(市)(值)(逼)(近)(1000亿)(欧)(元)(。
另)(外)(一)(位)(是)(GucciCEOMarcoBizzarri,今)(年)(再)(次)(获)(得)(英)(国)(2017年)(时)(尚)(大)(奖)(的)(商)(业)(领)(袖)(奖)(,Gucci归)(属)(于)(法)(国)(奢)(侈)(品)(集)(团)(开)(云)(,近)(年)(来)(逐)(渐)(恢)(复)(其)(在)(意)(大)(利)(奢)(侈)(品)(行)(业)(的)(领)(头)(羊)(地)(位)(,今)(年)(其)(销)(售)(额)(已)(连)(续)(三)(个)(季)(度)(录)(得)(超)(过)(45%的)(增)(长)(,而)(且)(连)(续)(两)(个)(季)(度)(收)(入)(超)(过)(爱)(马)(仕)(。
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