中国市场回暖助推，Burberry Q2业绩扭亏为盈，销售额两年来首次实现季度增长

Core Viewpoint - Burberry's revival plan under CEO Joshua Schulman is showing positive results, driven by a recovery in demand from the Chinese market, leading to a turnaround in performance after a prolonged decline [1][4]. Financial Performance - For the second fiscal quarter ending in September, Burberry reported a 2% year-on-year increase in comparable store sales, surpassing market expectations and ending a seven-quarter sales decline [1][4]. - The adjusted operating profit for the first half reached £19 million (approximately $25 million), a significant recovery from a loss of £41 million in the same period last year [1][4]. - Sales in regions including China grew by 3% in the last three months, reversing a previous decline of 5%, marking the first growth in over a year for the Chinese market [1][4]. Market Reaction - The positive financial results have led to a strong market response, with Burberry's stock price increasing by 28% year-to-date, and the company re-entering the FTSE 100 index in September after being removed in 2024 [1][4]. Strategic Changes - CEO Joshua Schulman has implemented strategic adjustments focusing on classic products and cost reduction, aiming to restore brand appeal and profitability [5]. - The strategy emphasizes a return to Burberry's roots, highlighting iconic products like trench coats and scarves, contrasting with previous management's focus on expensive handbags [5]. - Cost control measures include a plan to reduce the workforce by about 20%, with restructuring costs related to layoffs amounting to £37 million [5]. Industry Context - Burberry's performance adds evidence of a recovery in luxury goods demand, with analysts noting that all indicators have been met and the execution of the strategic plan is on track [6].