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波司登(03998.HK):中國銷售正復甦 女裝羽絨品牌最壞時間已過去
阿思達克 06-29 12:38
波司登(03998.HK)已公布全年業績。首席財務官兼副總裁朱高峰在業績會議上表示,2023年度集團的收入增長會令人滿意,因為疫情的影響已經消失。 他認為,目前中國銷售正在復甦,對今年前景偏向樂觀。他提到,集團於「618」期間,電商GMV增長逾45%,當中抖音平台上增長更高一點。他相信,只要把自家品牌做好,機遇與風險會是並存。另外,集團對於價格策略會較為謹慎,調整時要考慮實際情況。 對於女裝羽絨服的收入及毛利率均有下降,朱高峰表示,集團旗下共有4個女裝羽絨服品牌,是過去因應國際化策略收購而來的。目前集團注重發展核心業務主品牌,而女裝品牌則一直「拖後腿」。他指出,公司正調整品牌的經營團隊和營運模式,希望可發揮內部協同效應。他相信,女裝品牌的表現在今年會有反轉,而最壞時間已經過去。 他又指,集團要有好產品才會有好的議價能力,公司關注品牌未來,認為打折雖然可帶動銷售,但將來對品類影響很大。
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