HOKA增速再探底，11%创近五年同期最低

Core Insights - Deckers Brands reported its Q2 financial results for FY2026, showing overall stable performance but a significant slowdown in HOKA's growth, leading to stock price volatility [1][3] Financial Performance - For Q2 FY2026, Deckers Brands achieved net sales of $1.431 billion, a year-over-year increase of 9.1%, and a net profit of $268 million, up 10.74% [2] - Gross margin improved by 2.8 percentage points to 56.18%, indicating a steady rise in overall profitability [2] - UGG remains a key revenue driver with net sales of $759 million, a 10.1% increase, while HOKA's sales reached $634 million, growing by 11% [2] - The "Other" brands, including Teva and Ahnu, faced challenges with a 26.5% decline in net sales to $37.2 million [2] HOKA Brand Performance - HOKA's growth rate has significantly slowed, with Q2 FY2026 growth at 11%, down from 19.8% in Q1 FY2026 and much lower than historical growth rates of 34.7% in Q2 FY2025 and 58.3% in Q2 FY2023 [2] - The current growth rate is the lowest for HOKA in nearly five years [2] Full-Year Outlook - Deckers Brands projects total net sales for FY2026 to be approximately $5.35 billion, with HOKA's sales expected to grow in the low double digits, between 10% and 15% [3] - The downward adjustment in HOKA's growth expectations is attributed to tariff impacts and anticipated cautious consumer behavior due to macroeconomic pressures [3] Market Performance - The U.S. market saw a 1.7% decline in net sales to $839 million, while international sales surged by 29.3% to $591 million, becoming a significant growth driver [4] - The Chinese market has been a key contributor to HOKA's growth, with strong demand driven by high-end positioning and product innovation [4] Strategic Initiatives - Deckers Brands has outlined strategies for HOKA to enhance brand performance, including improving market share, enhancing consumer engagement through upgraded DTC membership programs, and increasing global brand awareness through marketing investments [5] - HOKA, established in 2009, focuses on high-performance running and outdoor footwear, gaining recognition among sports enthusiasts and expanding into casual athletic markets [5]