大中华区同店销售额在第二季度增长了3%，扭转上一季度5% 的下滑态势，为中国市场一年来首次恢复增长。 作者：罗文利 封图：东方IC 英国奢侈品牌博柏利（Burberry）凭借去年提出的"Burberry Forward"战略，实现扭亏为盈。该 战略的一项措施是"降低售价、优化奥莱渠道"。但今年11月，在战略实施一年后，博柏利决定不 走"打折"路线了。 博柏利首席执行官约书亚·舒尔曼在11月中旬举行的财报电话会上表示，去年该品牌在线上、线下 渠道均开展公开清仓折扣，虽拉高了同店销售额，但今年将不再延续，转而回归常规季末促销—— 规模收缩、形式低调、折扣幅度降低、频次减少，"这些调整均有助于提升盈利质量"。 博柏利中国11月24日进一步告诉经济观察报，"Burberry Forward"战略是重塑品牌吸引力与价 值创造的正确路径，目前仍处初期阶段。下一阶段，博柏利将继续聚焦外套、围巾等核心品类，依 托优势与多元产品线，拓展消费客群。 博柏利的上述调整源于"Burberry Forward"战略的阶段性反馈。 "Burberry Forward"战略由是舒尔曼在上任四个月时提出的，核心目标是恢复品牌活力、提升业 绩 ...

"Burberry Forward"战略由是舒尔曼在上任四个月时提出的，核心目标是恢复品牌活力、提升业绩表现 及推动长期价值增长。围绕战略落地，博柏利调整过两次价格策略：过去一年，博柏利先尝试涨价未达 预期，后转向降价折扣策略。去年11月，博柏利推出重新定位、降低售价、优化奥莱渠道等品牌重振计 划。 11月14日，博柏利发布的2026财年中期业绩数据显示，截至2025年9月27日的六个月内，该公司销售额 同比下降5%至10.32亿英镑，调整后营业利润为1900万英镑，较去年同期4100万英镑的亏损实现扭亏为 盈。其中，大中华区同店销售额在第二季度增长了3%，扭转上一季度5%的下滑态势，为中国市场一年 来首次恢复增长。 财报显示，其第二财季可比门店销售额同比增长2%，终结连续七个季度下滑；大中华区上半年同店销 售额虽下跌1%，但第二季度增长3%，主要得益于中国情人节的消费热潮。全球范围内，中国市场增长 抵消了出境游人数下降的影响。 正价渠道的强劲表现，进一步降低了博柏利对折扣渠道的依赖。舒尔曼在财报电话会上表示，正价渠道 新品销售亮眼，"这让我对销售质量倍感振奋"。事实上，去年博柏利采取的大幅折扣策略未能对奥莱 ...

Core Viewpoint - Burberry is leveraging the creativity of youth and traditional Chinese culture to innovate its brand strategy and connect with consumers in the Chinese market [2][10][14]. Group 1: Cultural Integration and Brand Strategy - Burberry collaborated with students and faculty from Donghua University to create a new collection for the Qixi Festival, integrating traditional Chinese elements into modern fashion [9][7]. - The new collection features designs that symbolize auspiciousness and resilience, reflecting a blend of traditional craftsmanship and contemporary aesthetics [7][10]. - The brand aims to resonate with consumers by finding suitable channels and content that allow for experiential and interactive engagement with traditional cultural themes [6][10]. Group 2: Consumer Insights and Market Positioning - Chinese consumers are becoming more rational in their high-end purchases, focusing on craftsmanship, materials, and overall experience rather than just brand recognition [10][14]. - Burberry's strategy includes a return to its "timeless British luxury" positioning while enhancing local marketing efforts and product offerings tailored to Chinese consumers [14][16]. - The company recognizes the potential of emerging cities in China and is developing strategies that align with local market demands [16]. Group 3: Commitment to Youth and Future Development - Burberry emphasizes the importance of nurturing young creative talent, viewing collaboration with educational institutions as a way to infuse fresh interpretations of traditional culture into its products [12][13]. - The brand's initiatives aim to empower youth by sharing knowledge and providing practical experiences that are crucial for shaping the future of the industry [13][16]. - Burberry is committed to increasing investments in China, focusing on delivering high-quality products and innovative services to meet evolving consumer needs [16].

Core Viewpoint - Burberry is facing significant challenges in the Chinese luxury market, which has cooled down after a period of growth during the pandemic, leading to a strategic shift in the company's approach to marketing and product offerings [2][6][10]. Group 1: Market Conditions - The Chinese luxury market has experienced a drastic shift since 2020, with a surge in luxury consumption during the pandemic followed by a sharp decline starting in the second half of 2023 [2][6]. - Globally, the luxury goods industry is also facing difficulties, with Bain & Company projecting a 1% decline in global luxury sales for 2024 and a downward adjustment for 2025 from a growth forecast to a decline of 2% to 5% [6]. Group 2: Company Performance - Burberry's revenue for the fiscal year 2025 is expected to decline by 15% at constant exchange rates, with comparable store sales in mainland China down by 15% and a 16% drop in the Asia-Pacific region, which accounts for nearly half of Burberry's business [6][10]. - The company has acknowledged that its rapid brand innovation efforts may have been excessive, leading to challenges in managing brand transformation amidst market fluctuations [6][10]. Group 3: Strategic Initiatives - Under the new CEO Joshua Schulman, Burberry has launched the "Burberry Forward" transformation strategy, focusing on inventory management, cost reduction, and enhancing collaboration between commercial and creative teams [7][10]. - The company aims to strengthen its local marketing efforts in China, recognizing the need for a more localized narrative to resonate with younger consumers who increasingly identify with domestic culture [9][10]. Group 4: Consumer Engagement - Burberry is upgrading its existing stores and considering innovative concepts like introducing cafes in larger stores to attract a broader customer base [10]. - The brand is adjusting its pricing strategy, lowering prices on non-core items while maintaining premium pricing on key products like trench coats, aiming to appeal to a wider range of consumers, including the middle class [10][11]. Group 5: Future Outlook - Despite current economic pressures, Burberry remains optimistic about the Chinese market, which continues to produce a new generation of consumers with purchasing power [11].

Group 1 - Burberry reported a 17% year-on-year decline in revenue for the fiscal year ending March 29, 2025, totaling £2.461 billion, slightly above market expectations of £2.451 billion [1] - Adjusted operating profit plummeted by 94% to £26 million, while operating profit recorded a loss of £3 million, contrasting sharply with £418 million in the previous year [1] - Comparable store sales fell by 12% for the year, with a narrower decline of 6% in the fourth quarter, better than the expected 7% [1] Group 2 - The Asia-Pacific market saw a 16% decline in comparable sales, with China and South Korea down by 15% and 18% respectively; EMEIA region sales fell by 8%, and the Americas by 9% [1] - Japan was the only market to experience growth, with a slight increase of 1%, primarily driven by spending from Chinese tourists [1] - To address performance pressures, Burberry announced a restructuring plan that includes laying off approximately 1,700 employees, nearly one-fifth of its global workforce, aiming to save an additional £60 million by fiscal year 2027 [1] Group 3 - The "Burberry Forward" strategy launched by CEO Joshua Schulman in November 2024 is showing initial success, with adjusted operating profit in the second half reaching £67 million, partially offsetting a £41 million loss in the first half [2] - This strategy focuses on core product categories such as classic trench coats and scarves, optimizing pricing strategies, and enhancing store visual displays and digital innovation to reshape the brand image [2] - Following the announcement, Burberry's stock surged over 18%, reflecting positive market feedback on its cost-cutting strategies and strategic focus [2] Group 4 - Despite the positive developments, analysts highlight that weak demand in the luxury sector and unclear brand positioning remain significant challenges for Burberry's long-term growth [2]