耐克的跨越式增長(zhǎng)

      耐克，這個(gè)世界上最大的運(yùn)動(dòng)鞋制造商公布了它遠(yuǎn)遠(yuǎn)超出預(yù)料的季度利潤(rùn)增長(zhǎng)。
      隨著在核心的美國(guó)市場(chǎng)的強(qiáng)勁銷售額，引起它的股票上漲高達(dá)8.5%。
      這個(gè)強(qiáng)勁的銷售額標(biāo)志著從上個(gè)季度以來(lái)的好轉(zhuǎn)，那個(gè)時(shí)候耐克公布了它9個(gè)季度以來(lái)最緩慢的收入增長(zhǎng)。
      至1月份要交付的訂貨比一年前增長(zhǎng)了11%，但是由于原材料成本的上升預(yù)計(jì)將會(huì)抵消強(qiáng)勁的銷售額增長(zhǎng)，耐克說它將維持其全年的利潤(rùn)預(yù)測(cè)。
      截止8月31日的第1個(gè)財(cái)務(wù)季度，公司賺取了4.323億美元，或1.61美元每股，比一年前的3.268億美元，或每股1.21美元上漲了32%。
      分析家的平均預(yù)測(cè)是1.42美元每股，據(jù)路透社的評(píng)估。
      美國(guó)市場(chǎng)運(yùn)動(dòng)鞋的業(yè)務(wù)增長(zhǎng)了11%，而美國(guó)市場(chǎng)總的業(yè)務(wù)增長(zhǎng)了8%，其中包括服飾及其他商品，這幫助耐克的季度收入增長(zhǎng)了8%，達(dá)到了39億美元。分析家預(yù)測(cè)的收入是38億美元，據(jù)路透社的評(píng)估。
      耐克已經(jīng)從傳統(tǒng)的運(yùn)動(dòng)鞋專賣店擴(kuò)張到體育商品和通常商品的產(chǎn)品鏈，這提升了在美國(guó)的銷售，Susquehanna金融公司的分析家約翰.夏利(John Shanley)說。
      由于對(duì)其品牌服裝的需求，耐克的服裝銷售同樣反彈，同時(shí)還有邁克爾.喬丹(Michael Jordan merchandise)的產(chǎn)品的增長(zhǎng),這彌補(bǔ)了去年耐克與全國(guó)籃球協(xié)會(huì)的合同終止所帶來(lái)的損失。
       “我們享有5年以來(lái)最強(qiáng)勁的品牌地位，市場(chǎng)現(xiàn)在充滿了更多的挑戰(zhàn)，在我們的面前有著更多的購(gòu)買抉擇�！痹谂c分析家的一次電話會(huì)談中耐克的主席查理.鄧森(Charlie Denson)說。
      耐克從市場(chǎng)對(duì)其高檔鞋,比如Shoex跑鞋的需求中受益,它最近收購(gòu)了在沃爾瑪連鎖店銷售的低價(jià)鞋品牌Starter,使它得以進(jìn)入更廣泛的市場(chǎng)。
      但是一些分析家質(zhì)疑市場(chǎng)對(duì)昂貴鞋的需求能否經(jīng)受經(jīng)濟(jì)的衰退，如果油價(jià)的上漲繼續(xù)捂緊消費(fèi)者的消費(fèi)。
      由于遭到創(chuàng)記錄的油價(jià)及卡特琳娜颶風(fēng)（Hurricane Katrina）的打擊，美國(guó)的消費(fèi)者信心在9月初期滑到了13年以來(lái)的最低點(diǎn)。
     “肯定的，購(gòu)買高價(jià)的運(yùn)動(dòng)鞋并非是消費(fèi)者的必備選擇。”在McAdams Wright 的分析家杰美拉.雷迪(Jamelah Leddy)說。
      耐克面臨日益激烈的競(jìng)爭(zhēng)，因?yàn)榈聡?guó)的阿迪達(dá)斯-薩拉蒙準(zhǔn)備收購(gòu)銳步國(guó)際提高在美國(guó)的地位。
      上一個(gè)季度，耐克在美國(guó)市場(chǎng)上尤其疲軟，總收入僅有3%的增長(zhǎng)，運(yùn)動(dòng)鞋的銷售額僅為7%，所以分析家在觀望那里會(huì)上升。
      銳步的股票，曾在阿迪達(dá)斯計(jì)劃的消息公布之后暴漲，現(xiàn)在的成交價(jià)是明年估計(jì)利潤(rùn)的16.3倍,比耐克的15.5倍還要高,據(jù)路透社的估計(jì)。
      這兩個(gè)競(jìng)爭(zhēng)對(duì)手將在明年的足球世界杯期間旗鼓相當(dāng)?shù)臓?zhēng)斗。
耐克在星期一重申了成為足球，這個(gè)被廣泛認(rèn)為是世界第一大體育運(yùn)動(dòng)的第一品牌的誓言。
      Susquehanna 的夏利估計(jì)在世界杯的高潮期間的6個(gè)星期當(dāng)中，耐克和阿迪達(dá)斯各自花費(fèi)在廣告上的費(fèi)用將會(huì)在1.4億歐元到1.5億歐元之間。
      耐克維持它的全年利潤(rùn)增長(zhǎng)的預(yù)測(cè)，將會(huì)有百分之十幾的中間水平的增長(zhǎng)，而由于強(qiáng)勁的美國(guó)鞋類銷售額，它的收入將會(huì)有高位的個(gè)位數(shù)的增長(zhǎng)。
      在歐洲，它的第一季度的收入增長(zhǎng)了5%，每一個(gè)國(guó)家都公布了增長(zhǎng)的銷售額，尤其在英倫、意大利和崛起中的市場(chǎng)。
     在亞洲和太平洋地區(qū)，耐克報(bào)告有13%的增長(zhǎng)，中國(guó)是最大的推動(dòng)者。美元的疲軟提升了海外的銷售額。
      耐克說截止1月份交貨的訂購(gòu)總額為49億美元，包括美國(guó)市場(chǎng)12%的增長(zhǎng)。
耐克的股票星期一下午在紐約股票交易所漲了4.53美元，或5.85，為82.99美元。
     （英文原文引自 翻譯：Rainpoem）

                                          Nike gets spring in step
    September 20, 2005 - 8:29AM
    
     Nike, the world s largest maker of athletic shoes, has posted a bigger-than-expected jump in quarterly profit.
     It follows strong sales in the key US market, with the result sending its shares up as much as 8.5 per cent.
     The robust sales marked a turnaround from last quarter, when Nike reported its slowest revenue rise in nine quarters.
     Orders for delivery through January were up 11 per cent from a year earlier, but Nike said it was keeping its full-year profit forecast because rising raw material costs are expected to offset the strong sales growth.
     The company earned $US432.3 million ($A567.99 million), or $US1.61 ($A2.12) per share, in the fiscal first quarter ended August 31, up 32 percent from $US326.8 million ($A429.38 million), or $US1.21 ($A1.59) per share, a year earlier.
     Analysts, on average, had expected $US1.42 ($A1.87) per share, according to Reuters Estimates.
     Quarterly revenue rose 8 per cent to $US3.9 billion ($A5.12 billion), helped by an 11 per cent gain in the US athletic footwear business and 8 per cent growth in total US sales, including apparel and other merchandise. Analysts had expected revenue of $US3.8 billion ($A4.99 billion), according to Reuters Estimates.
      Nike has expanded beyond traditional athletic shoe stores into sporting goods and general merchandise chains, which helped to boost US sales, said John Shanley, an analyst with Susquehanna Financial Group.
      Apparel sales also rebounded thanks to demand for its namesake brand as well Michael Jordan merchandise, which made up for lost business when Nike s contract with the National Basketball Association expired last year.
     "We re enjoying the strongest brand position we ve seen in over five years, and as the marketplace becomes more challenging, we see more of the buying decisions falling our way," Nike President Charlie Denson said on a conference call with analysts.
     Nike has benefited from strong demand for premium shoes like the Shox running shoe, and it recently bought the Starter brand of lower-priced shoes that are sold by Wal-Mart Stores, giving it access to a broader market.
    But some analysts questioned whether the market for pricey shoes can withstand an economic downturn if rising fuel prices continue to pinch consumer spending.
    US consumer confidence dropped to a 13-year low in early September, battered by record gasoline prices and Hurricane Katrina.
    "Certainly buying a high price athletic shoe is not necessarily a consumer staple," said Jamelah Leddy, an analyst with McAdams Wright Ragen.
    Nike faces increasingly fierce competition as Germany s Adidas-Salomon prepares to buy Reebok International in a move to boost its US position.
    Last quarter, the US market was particularly weak for Nike, showing just a three per cent overall revenue gain and a seven per cent increase in US athletic footwear sales, so analysts were eager to see improvement there.
     Reebok s shares, which surged following news of the Adidas deal, now trade at 16.3 times next year s estimated earnings, a premium to Nike s 15.5, according to Reuters Estimates.
     The two rivals are set to go head-to-head during the World Cup soccer tournament next summer.
     Nike on Monday repeated its vow to become the No. 1 brand in soccer, widely considered to be the world s biggest sport.
Susquehanna s Shanley estimated that Nike and Adidas will each spend between 140 million euro ($A230.07 million) and 150 million euro ($A246.51 million) on advertising over a six-week period during the height of the World Cup.
     Nike maintained its forecast for full-year profit growth to show a percentage increase in the mid-teens, with high-single digit revenue growth driven by strong US footwear sales.
     In Europe, where first-quarter revenue rose five per cent, the company posted higher sales in every country, but especially in Britain, Italy and emerging markets.
     In the Asia-Pacific region, Nike reported a 13 per cent sales increase, with China the biggest driver. The weak dollar boosted the value of overseas sales.
      Nike said orders for footwear and apparel for delivery through January totalled $US4.9 billion, including a 12 per cent increase in US orders.
       Shares of Nike were up $US4.53 ($A5.95), or 5.8 percent, at $US82.99 ($A109.04) on the New York Stock Exchange on Monday afternoon.