暴跌390%！雅诗兰黛2025财年亏损达11.33亿美元

Core Viewpoint - Estée Lauder reported its largest loss in two decades for the fiscal year 2025, with net sales declining by 8% to $14.326 billion and a net profit drop of 390%, resulting in a loss of $1.133 billion [1][2] Group 1: Financial Performance - For fiscal year 2025, Estée Lauder's net sales were $14.326 billion, down 8% year-over-year, and net profit fell from $390 million to a loss of $1.133 billion [1] - The stock price dropped nearly 15% following the earnings report, with current shares at $87.72, down from $374.2 at the beginning of 2022 [1] - Morgan Stanley maintains a "neutral" bearish rating on Estée Lauder, predicting a potential decline of over 20% in the next 12 months [1] Group 2: Product Category Performance - All major product categories except for fragrance saw declines, with skincare and scalp care down 12% and 10% respectively, and makeup down 6% [2] - The fragrance category remained stable, with brands like Le Labo contributing to double-digit growth [5][6] - The skincare segment, previously a stronghold, faced significant declines attributed to underperformance of key brands like Estée Lauder and La Mer [2] Group 3: Market Trends and Consumer Behavior - Consumers are increasingly focused on cost-effectiveness and product efficacy, impacting Estée Lauder's high-end positioning [3] - The Chinese high-end beauty market is experiencing a compound annual growth rate decline of 3% from 2021 to 2024, with a market size reduction from 257.8 billion to 236.4 billion [3] - Emerging brands are capturing market share from traditional giants by offering innovative products and marketing strategies [3] Group 4: Strategic Changes and Future Outlook - Estée Lauder is undergoing significant operational changes, including a global workforce reduction of approximately 7,000 positions, with over 3,200 already cut [4] - The company projects a net sales growth of 2% to 5% for fiscal year 2026, with adjusted earnings per share expected to rise by 26% to 39% [4] - The company plans to enhance its product innovation, aiming for innovative products to account for over 25% of sales in fiscal year 2026 [3][4] Group 5: Fragrance Market Potential - The fragrance market in China is still in its infancy, with a penetration rate of only 5%, compared to over 40% in Western markets [5] - The fragrance segment is expected to grow at a compound annual growth rate of 21.78% from 2021 to 2026, outpacing most other beauty categories [5] - Despite current success, the fragrance business faces challenges from established luxury brands and shifting consumer preferences [7]