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佐丹奴业绩连降

来源: 南方日报网络版     时间: 2018年12月17日 13:30:15
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(  每)(日)(经)(济)(新)(闻)(记)(者)(王)(敏)(杰)(发)(自)(上)(海)(  在)(发)(布)(盈)(利)(警)(告)(后)(,昨)(日)((5月)(8日)(),佐)(丹)(奴)(国)(际)((00709,HK)公)(布)(了)(2014年)(一)(季)(度)(业)(绩)(。  在)(多)(个)(季)(度)(销)(售)(额)(持)(续)(下)(滑)(后)(,今)(年)(开)(局)(佐)(丹)(奴)(并)(未)(收)(获)(惊)(喜)(,整)(体)(销)(售)(额)(下)(跌)(了)(9%,中)(国)(内)(地)(市)(场)(仍)(旧)(是)(“重)(灾)(区)(”。为)(此)(,佐)(丹)(奴)(正)(采)(取)(关)(店)(以)(及)(拓)(展)(低)(价)(品)(牌)(等)(策)(略)(,试)(图)(扭)(转)(颓)(势)(。但)(在)(业)(界)(看)(来)(,在)(中)(国)(内)(地)(市)(场)(,佐)(丹)(奴)(的)(疲)(软)(态)(势)(短)(期)(内)(仍)(将)(持)(续)(。  连)(续)(5个)(季)(度)(销)(售)(下)(滑)(  根)(据)(其)(公)(告)(,2014年)(第)(一)(季)(度)(,佐)(丹)(奴)(销)(售)(额)(为)(13.8亿)(港)(元)(,同)(比)(较)(少)(了)(9%;毛)(利)(为)(7.85亿)(港)(元)(,同)(比)(下)(滑)(13%;毛)(利)(率)(下)(降)(2.9个)(百)(分)(点)(至)(56.9%。  《每)(日)(经)(济)(新)(闻)(》记)(者)(注)(意)(到)(,截)(至)(目)(前)(,佐)(丹)(奴)(品)(牌)(销)(售)(额)(已)(经)(连)(续)(5个)(季)(度)(下)(跌)(,其)(中)(今)(年)(一)(季)(度)(创)(下)(了)(最)(大)(跌)(幅)(。  对)(于)(销)(售)(额)(的)(下)(滑)(,佐)(丹)(奴)(表)(示)(,这)(反)(映)(了)(大)(中)(华)(市)(场)(消)(费)(者)(需)(求)(的)(持)(续)(疲)(弱)(以)(及)(东)(南)(亚)(货)(币)(贬)(值)(等)(带)(来)(的)(影)(响)(。分)(区)(域)(来)(看)(,除)(了)(中)(东)(市)(场)(,中)(国)(以)(及)(亚)(太)(其)(他)(区)(域)(在)(内)(的)(销)(售)(额)(都)(出)(现)(了)(负)(增)(长)(。  一)(季)(度)(,佐)(丹)(奴)(开)(始)(对)(其)(门)(店)(组)(合)(积)(极)(整)(改)(,门)(店)(减)(少)(了)(75家)(,其)(中)(中)(国)(内)(地)(市)(场)(减)(少)(了)(54家)(。值)(得)(注)(意)(的)(是)(,从)(2012年)(二)(季)(度)(至)(今)(,内)(地)(市)(场)(的)(销)(售)(额)(均)(呈)(下)(滑)(趋)(势)(。对)(此)(,佐)(丹)(奴)(公)(告)(指)(出)(,一)(方)(面)(,中)(国)(内)(地)(的)(消)(费)(持)(续)(疲)(软)(且)(产)(品)(过)(剩)(使)(得)(零)(售)(商)(承)(压)(;另)(一)(方)(面)(,佐)(丹)(奴)(正)(在)(中)(国)(内)(地)(实)(施)(品)(牌)(大)(幅)(重)(新)(定)(位)(计)(划)(,同)(时)(关)(闭)(了)(形)(象)(不)(佳)(的)(门)(店)(。  不)(过)(,在)(分)(析)(人)(士)(看)(来)(,佐)(丹)(奴)(业)(绩)(持)(续)(下)(滑)(,意)(味)(着)(市)(场)(越)(来)(越)(艰)(难)(。而)(同)(时)(,关)(店)(也)(对)(其)(业)(绩)(带)(来)(了)(影)(响)(。“佐)(丹)(奴)(想)(要)(扭)(转)(内)(地)(市)(场)(业)(绩)(下)(滑)(的)(势)(头)(非)(常)(难)(。”九)(派)(咨)(询)(管)(理)(总)(经)(理)(邵)(立)(刚)(告)(诉)(记)(者)(。  业)(内)(:品)(牌)(短)(期)(内)(难)(以)(提)(升)(  为)(应)(对)(业)(绩)(下)(滑)(,4月)(份)(,佐)(丹)(奴)(的)(新)(廉)(价)(品)(牌)(BeauMonde(BM)在)(华)(南)(地)(区)(率)(先)(推)(出)(。此)(举)(旨)(在)(替)(代)(大)(型)(超)(市)(以)(及)(其)(他)(对)(价)(格)(较)(为)(敏)(感)(的)(地)(点)(。“由)(于)(我)(们)(近)(三)(分)(之)(一)(门)(市)(位)(于)(该)(等)("廉)(价)("地)(区)(,我)(们)(预)(期)(到)(2015年)(第)(一)(季)(度)(结)(束)(前)(推)(出)(100间)(该)(等)(门)(市)(格)(局)(。”佐)(丹)(奴)(表)(示)(。  此)(前)(,在)(发)(布)(2013年)(业)(绩)(后)(,佐)(丹)(奴)(主)(席)(及)(行)(政)(总)(裁)(刘)(国)(权)(曾)(表)(示)(,此)(前)(佐)(丹)(奴)(快)(速)(拓)(展)(内)(地)(市)(场)(,选)(择)(了)(一)(些)(不)(合)(适)(的)(销)(售)(渠)(道)(,包)(括)(家)(乐)(福)(、沃)(尔)(玛)(等)(超)(市)(。未)(来)(佐)(丹)(奴)(“要)(走)(上)(去)(”,转)(至)(较)(优)(的)(地)(段)(开)(店)(,超)(市)(则)(主)(要)(售)(卖)(BM货)(品)(。  据)(悉)(,为)(提)(升)(网)(络)(质)(量)(,佐)(丹)(奴)(将)(专)(注)(主)(要)(品)(牌)(的)(高)(级)(百)(货)(公)(司)(渠)(道)(,首)(要)(任)(务)(将)(是)(获)(得)(女)(装)(专)(柜)(的)(地)(段)(。据)(悉)(,目)(前)(其)(拥)(有)(47个)(专)(柜)(,比)(去)(年)(同)(期)(增)(加)(了)(31个)(。  尽)(管)(佐)(丹)(奴)(正)(致)(力)(于)(提)(升)(品)(牌)(形)(象)(,不)(过)(邵)(立)(刚)(告)(诉)(《每)(日)(经)(济)(新)(闻)(》记)(者)(,短)(期)(内)(拔)(高)(佐)(丹)(奴)(的)(品)(牌)(地)(位)(确)(实)(较)(为)(困)(难)(,但)(退)(出)(市)(场)(也)(不)(大)(可)(能)(。
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