突然卖不动了？知名品牌股价暴跌近30%，曾一年卖出超1.2亿双鞋

Core Viewpoint - Crocs is experiencing a significant decline in sales, with a projected revenue drop of 9% to 11% for Q3, leading to a nearly 30% drop in stock price, marking a critical moment for the company [1][3]. Group 1: Company Performance - Crocs achieved a record sales figure in 2023, selling 120 million pairs and generating $3.962 billion in revenue, an 11.46% year-over-year increase, with a net profit of $793 million, reflecting a 46.73% increase [3]. - However, the growth rate has been consistently slowing, with revenue growth rates projected to decline from 14.6% to 2.4% over the next year [3]. Group 2: Consumer Behavior - The CEO of Crocs indicated that American consumers are tightening their spending on non-essential items, leading to decreased foot traffic and a cautious approach to potential price increases [3]. - This trend reflects a broader cooling in the consumer market, particularly affecting price-sensitive groups [3]. Group 3: Competitive Landscape - The market for "洞洞鞋" (Croc-style shoes) is becoming increasingly competitive, with various brands like Skechers, Kappa, and others entering the space, offering a range of styles and price points [4]. - Consumers now have multiple options beyond Crocs, with some opting for more affordable alternatives or brands that offer unique designs [4].