这是新消费智库第 2 6 3 1 期文章 新消费导读 新消费 1. 雪碧官宣推出冰柠酷莓新品 近日，雪碧官宣推出冰柠酷莓新品。此次新品采用无糖配方，将清新柠檬味和酸甜莓果味融合，采用凉感技术，具有强劲气泡感，口味层次丰 富。（ FDL 数食主张） 2. 龟甲万推出咸焦糖豆奶和巧克力薄荷豆奶 1. 雪碧官宣推出冰柠酷莓新品 2. 龟甲万推出咸焦糖豆奶和巧克力薄荷豆奶 3. CASETiFYx 宝马 BMW 推出联名系列 4. 每日鲜语 推出 HMO 儿童呵护营养奶 5. 简爱果蔬沙拉酸奶家族再添 新成员 6. 肉类加工巨头 JBS 获批赴纽约上市 7. 上美股份合资成立新公司并计划创立新品牌 8. 伯希和冲刺港交所 9. 明治投资 20 亿新建乳品工厂 10. 泸州老窖集团投资 1 亿元成立商业投资公司 11. Jacquemus 开设洛杉矶精品店 12. 山姆会员店暂停香港跨境直邮服务 13. 费列罗已任命新的区域总经理 14. ARC'TERYX 始祖鸟成立鞋履部门 15. SUSAN FANG 携手巴拉巴拉推出童装联名系列 近日， 龟甲万上新两款豆奶饮品。新品有咸焦糖豆奶和巧克力薄荷豆奶两款。咸焦糖豆奶结 ...

Core Viewpoint - Skechers, the world's third-largest athletic shoe retailer, is facing significant challenges due to new U.S. tariff policies, leading to its decision to go private as a strategic move to escape short-term market pressures and focus on long-term growth [6][10][20] Group 1: Market Context and Challenges - The announcement of Skechers' privatization has caused market turbulence, with its stock price initially surging nearly 25% following a cash acquisition offer from 3G Capital at $63 per share [1][10] - The U.S. government's new tariff policies are expected to increase the tax rate on children's shoes to between 20%-37%, potentially raising overall industry tax rates to 150%-220%, which is unsustainable for low-margin brands like Skechers [7][8] - The footwear sales in the U.S. saw a significant decline of 26.2% year-on-year in Q1 2025, indicating a severe suppression of non-essential consumer demand [7][8] Group 2: Financial Performance and Strategic Decisions - Despite a 7.1% year-on-year revenue growth to $2.41 billion in Q1 2025, Skechers' stock had dropped 26.58% year-to-date before the privatization announcement, highlighting the pressure from market expectations [10][9] - The privatization will provide Skechers with increased cash reserves, allowing for strategic adjustments without the immediate pressure of public market performance [10][20] Group 3: Strategic Focus Post-Privatization - Post-privatization, Skechers aims to restructure its supply chain, reduce reliance on Chinese production, and enhance its manufacturing presence in Vietnam and Indonesia [11][20] - The company plans to innovate its product offerings to create differentiation in the market, particularly against functional brands like Hoka and On [11][20] - A shift towards a direct-to-consumer (DTC) sales model is also planned, which includes closing inefficient retail stores and increasing e-commerce sales [13][20] Group 4: Competitive Landscape in China - Skechers faces intense competition in the Chinese market from local brands like Anta and Li-Ning, which have successfully captured market share through diverse product strategies and cultural marketing [15][16][18] - The brand's sales in the Asia-Pacific region fell by 3% in Q1 2025, indicating challenges in maintaining growth in this critical market [15][16] - The ongoing price competition from international brands like Adidas and Nike further complicates Skechers' position, as these companies have adopted aggressive pricing strategies to penetrate lower-tier markets [17][18] Group 5: Future Outlook and Conditions for Success - The effectiveness of Skechers' privatization strategy will depend on three key factors: the resource integration capabilities of 3G Capital, the brand's resilience through product innovation, and the potential shifts in tariff negotiations [20][22] - The company's ability to navigate the complexities of global trade policies and adapt its capital structure will be crucial for its long-term survival and competitiveness [22]

2016-2020年，中国运动鞋服市场上保持领先地位的是耐克和阿迪达斯两家外企，紧随其后的是安踏、 李宁和特步三家本土企业。2020年，这五家企业的市占率之和为69.8%，呈现出明显的"马太效应"。头 部企业凭借品牌优势、技术优势和渠道优势，不断扩大市场份额，而中小品牌则面临着生存困境。 当地时间5月5日，全球第三大运动鞋品牌斯凯奇(Skechers)宣布接受巴西私募巨头3G资本的收购并私有 化退市。3G资本将以每股63美元的现金收购斯凯奇所有已发行股票，较公司15天成交量加权平均股价 溢价30%，交易总额达94.2亿美元。交易完成后斯凯奇将私有化退市成为私人控股公司。斯凯奇有1.29 亿股流通股，以此计算本次交易对价约81.27亿美元。此次交易不仅是全球鞋类行业金额最高的并购 案，也是3G资本继汉堡王、卡夫亨氏后，在消费品领域的又一重磅投资。 斯凯奇退市原因是美国政府掀起的"对等关税"风暴。新关税政策下，一双原本售价1100元的球鞋，如今 消费者要支付近1700元，这让主打"高性价比"的斯凯奇陷入两难境地。若维持原价，企业将面临巨大的 成本压力和利润缩水;若提高售价，又可能失去对价格敏感的消费者群体，市场份 ...

业绩增收不增利、业绩垫底国产四大运动品牌 门店、经销商均净减少 2024年，在国产四大品牌中，361度、安踏体育、特步国际均实现营收、归母净利润双增，仅李宁一家增收不增 利，且营收增幅极其微弱。 炒股就看金麒麟分析师研报，权威，专业，及时，全面，助您挖掘潜力主题机会！ 出品：新浪财经上市公司研究院 作者：新消费主张/cici 截至2025年4月30日，绝大多数服饰服装上市公司已完成2024年度财报的披露，对此我们挑选了25家具有代表性 的上市公司进行业绩比对分析。在我们所选25家上市公司中，仅有7家实现了营收、归母净利润双增，5家增收不 增利、3家公司不增收增利。其中，5家增收不增利的上市公司，就包括行业龙头李宁。 在国产四大运动品牌，即安踏体育、李宁、特步国际、361度中，李宁的业绩表现垫底。2024年，李宁共实现营 收286.76亿元，同比微增3.9%；共实现归母净利润30.13亿元，同比下降5.5%，营收微增、归母净利润下降，除 李宁外其他三家均实现了业绩双增。 除了业绩增收不增利之外，李宁的库存状况似乎也难容乐观，2024年上半年公司存货规模及存货占总资产的比例 同步增长。 李宁存货规模增长至26亿 ...

星标 ★ IPO日报 精彩文章第一时间推送 最近，作为全球第三大运动鞋零售商、两度入选《财富》500强的斯凯奇（SKECHERS），其退市消息于2025年5 月空降微博热搜，引发市场震动。 这家凭借 "平价舒适" 定 位在全球鞋类市场占据一席之地的巨头，在上市二十余年后选择私有化的背后，似乎 剑指"美国关税政策"。 来源： 天猫 旗舰店 3G溢价收购 2025年4月25日，斯凯奇发布的一季度财报成为退市导火索： 中国市场销售额同比下滑16%，全球营业利润下降 11.3%，创下新的季度营销纪录，同时，该公司取消了今年的业绩指引，原因是美国的全球贸易战颠覆了企业的 计划。 公司撤回全年业绩指引，斯凯奇在一份声明中称："由于全球贸易政策带来的宏观经济不确定性，公司目前不提供 财务指导，并撤回我们在2025年2月6日发布的2025年年度指引。" 同时，斯凯奇在SEC文件中明确警示，全球贸易政策变动对其业务构成重大风险。 斯凯奇称，美国市场占斯凯奇 全球销售额的38%，但其进口产品超六成来自中国、越南等亚洲国家。关税政策导致采购成本大幅攀升，挤压利 润率。 斯凯奇表示，关税推高终端价格，削弱价格竞争力，可能会减少消费者 ...

最近，作为全球第三大运动鞋零售商、两度入选《财富》500强的斯凯奇（SKECHERS），其退市消息于2025年5月空降微博热搜，引发市场 震动。 2025年4月25日，斯凯奇发布的一季度财报成为退市导火索：中国市场销售额同比下滑16%，全球营业利润下降11.3%，创下新的季度营销 纪录，同时，该公司取消了今年的业绩指引，原因是美国的全球贸易战颠覆了企业的计划。 公司撤回全年业绩指引，斯凯奇在一份声明中称："由于全球贸易政策带来的宏观经济不确定性，公司目前不提供财务指导，并撤回我们在 2025年2月6日发布的2025年年度指引。" 同时，斯凯奇在SEC文件中明确警示，全球贸易政策变动对其业务构成重大风险。斯凯奇称，美国市场占斯凯奇全球销售额的38%，但其进 口产品超六成来自中国、越南等亚洲国家。关税政策导致采购成本大幅攀升，挤压利润率。 斯凯奇表示，关税推高终端价格，削弱价格竞争力，可能会减少消费者需求并影响销量。财报显示，2025年一季度，斯凯奇美国市场增速 (6.9%)已落后于国际市场(7.2%)。 4月29日，斯凯奇联合NIKE（耐克）、ADIDAS（阿迪达斯）等76家美国鞋企向白宫联名致信，要求豁免 " ...

Core Viewpoint - The consumption industry in China has undergone significant changes and innovations over the past few years, leading to a unique economic structure that balances both consumption and production. The evolution of consumer demand, product innovation, and management innovation is driven by factors such as demand stratification, technological iteration, the rise of domestic brands, and emotional value needs [1][3]. Macro Observations - The "three-phase overlap" in China will ultimately create a unique economy that emphasizes both consumption and production. Changes in population dynamics, such as aging and smaller family units, influence different consumption categories [5][6]. - By the end of 2023, household consumption expenditure is expected to account for less than 40% of GDP, but this trend is on the rise due to a decrease in the weight of real estate in household asset allocation [6][8]. - China's high savings rate has seen household savings increase from over 90 trillion to nearly 160 trillion in the past five years, improving the overall asset-liability structure and cash flow of households [8]. - The structural changes in population demographics, particularly the rise of Generation Z as a consumer force, are significantly impacting demand structures and consumption patterns [8][9]. - The unique structure of the Chinese market, being both the largest producer and the second-largest consumer, allows for distinctive business model evolution, characterized by integrated commercial models that combine multiple brands and products [9][10]. Technological Progress and Management Innovation - Technological advancements are driving the integration of business models and management innovations, allowing for rapid response and product iteration in the consumer services sector [10][12]. - The digital capabilities of companies in China enable them to analyze consumer behavior data effectively, leading to optimized operations and improved profitability [12][13]. - Over time, technological progress will amplify differences in corporate capabilities and accelerate the differentiation among companies within the same industry [13]. Industry Observations and Case Studies - Consumption trends in China reflect a coexistence of upgrading, downgrading, and stratification, with different consumer segments experiencing varying trends [15][16]. - International brands are losing their allure in China, while domestic brands are gaining market share in sectors like cosmetics and durable goods due to improved product quality and consumer perception [18][19]. - The rise of domestic brands in high-end markets, such as automobiles, indicates a shift in consumer preferences and a growing confidence in local products [19]. - The industrialization of IP (intellectual property) in China is supported by a strong talent pool in software engineering and design, leading to significant advancements in various sectors [20][21]. - The penetration and concentration of the chain service industry in China are expected to increase, with the current penetration rate in the hotel industry being only around 30%, significantly lower than in developed countries [22][23]. Conclusion - Despite recent challenges in the consumption industry, there are abundant investment opportunities across various segments as the economy gradually recovers and new consumption patterns emerge. China is poised to become a unique market that balances manufacturing and consumption, with significant potential for domestic brands to expand both locally and internationally [24].

Group 1 - The core principle of evaluating companies in the consumer sector is to focus on the quality of revenue growth rather than just the revenue figures themselves. Companies that achieve growth through discounts may damage their brand value over time, while those with stable gross margins indicate strong pricing power and brand loyalty [3][4] - Cash flow is emphasized as a critical indicator of a company's financial health. A company that consistently generates operating cash flow that covers net profit over three years is seen as financially robust, especially in the fast-moving consumer goods sector where quick cash turnover is essential [3][4] - Inventory turnover rate is highlighted as a key metric. Companies with improving inventory turnover rates demonstrate effective sales and supply chain management. High inventory levels can lead to markdowns and losses, as seen in a case where a fast-moving consumer goods company faced significant write-downs due to poor inventory management during the pandemic [4] Group 2 - The investment strategy for consumer stocks should follow a three-step approach: first, filter for financially sound companies using financial reports; second, conduct on-the-ground research to assess product sales; and third, monitor the strategic direction of management. This comprehensive approach helps avoid pitfalls, as illustrated by a case where a company with strong financials was ultimately disregarded due to logistical issues [4][5] - The "Three Good Principles" for investing in consumer stocks are established: good products, good turnover, and good cash flow. Companies that can consistently increase market share, optimize gross margins, and manage inventory risks are considered the true leaders in the consumer sector [5]

Financial Data and Key Metrics Changes - First quarter sales reached $355 million, reflecting a 6.5% increase year-over-year, with adjusted earnings per share at $0.23, aligning with expectations [7][24] - Gross margin improved by 200 basis points sequentially to 30.9%, while adjusted gross margin decreased to 30.9% from 32.3% year-over-year due to a shift in product mix [7][25] - Net loss for the quarter was $259.7 million, or negative $6.23 per diluted share, primarily due to a goodwill impairment charge [26] Business Line Data and Key Metrics Changes - In the Powered Vehicles Group (PVG), net sales increased by 3.4% to $122.1 million, driven by motorcycle business growth [12] - The Aftermarket Applications Group (AAG) saw net sales rise by 9.9% to $111.9 million, with adjusted EBITDA margin improving to 15.2% [15] - Specialty Sports Group (SSG) reported a 6.6% increase in net sales to $121 million, although adjusted EBITDA margins decreased to 19.3% due to seasonality and investments in product engineering [17] Market Data and Key Metrics Changes - The automotive sector is showing signs of stabilization, particularly in the premium truck category, despite broader market caution [13] - The motorcycle business is experiencing growth, offsetting declines in traditional powersports product lines [12][15] - The company is leveraging international growth opportunities, particularly in Asia, to mitigate domestic market challenges [53] Company Strategy and Development Direction - The company is focused on operational efficiency, innovation, and strategic growth initiatives to drive long-term shareholder value [22][32] - Key initiatives include simplifying and consolidating manufacturing footprint, optimizing product portfolio, and enhancing working capital management [9][10] - The company aims to achieve $25 million in cost savings through various strategic actions throughout 2025 [11][30] Management's Comments on Operating Environment and Future Outlook - Management remains cautious about the broader market environment but is optimistic about sequential margin improvements and top-line growth across segments [21][32] - The company is continuously analyzing tariff impacts and implementing mitigation strategies, including cost reductions and price adjustments [22][31] - Despite uncertainties, management reaffirms full-year guidance for 2025, anticipating continued growth and margin improvement [29][30] Other Important Information - The company completed the closure of one of its Taiwan facilities, which is expected to yield cost benefits starting in Q2 [9][18] - The company is actively managing inventory levels to support demand and prepare for potential tariff impacts [27][44] Q&A Session Summary Question: Update on demand from bicycle OEM partners regarding tariffs - Management noted a spectrum of responses from OEM customers, with no significant demand reduction observed due to tariffs [38][39] Question: Key drivers of growth in the upfitting business - Growth is attributed to better product execution, improved dealer relationships, and a favorable product mix [41][42] Question: Quality of inventory and potential for cash generation - Management emphasized a strategic approach to inventory builds, focusing on high-demand aftermarket products [43][44] Question: Updates on international opportunities - The company is expanding its international relationships, particularly in Asia, to diversify its market presence [53] Question: Impact of tariffs on supply chain and consumer demand - Management discussed various strategies to mitigate tariff impacts, including commodity price adjustments and insourcing [64][66] Question: Did the company see any pull-forward in demand due to tariffs? - Management indicated minimal pull-forward in demand, with some product launches influencing sales [70][71] Question: Insights on the performance of the lower-priced fork in the market - The lower-priced fork has expanded market share and is performing well [105]

Core Viewpoint - Norrøna, a renowned Norwegian outdoor brand, is entering the Chinese market through a partnership with the retail operator Tmall, aiming to capitalize on the rapid growth of the high-end outdoor segment in China [1][2]. Group 1: Norrøna's Market Entry - Norrøna has chosen Tmall as its exclusive partner in China, rather than local giants like Anta or Li Ning, indicating a strategic shift in its market approach [1]. - The brand is known for its high-quality outdoor gear, with its waterproof jackets priced between $349 and $1,199 (approximately RMB 2,520 to RMB 8,663) [2]. - Norrøna's product line includes various outdoor activities such as skiing, hiking, and mountain biking, showcasing its extensive market presence [2]. Group 2: Tmall's Strategic Shift - Tmall is seeking to diversify its revenue streams, as Nike and Adidas accounted for 87% of its revenue in the first half of the 2024/2025 fiscal year [1][7]. - The partnership with Norrøna is part of Tmall's strategy to enhance its brand portfolio in the professional outdoor segment, responding to the growing demand for specialized outdoor equipment [5][11]. - Tmall plans to implement a new retail logic of "full-domain operation + precise reach" to effectively penetrate the market and engage with professional sports communities [6]. Group 3: Market Trends and Consumer Demand - The high-end outdoor market in China is experiencing significant growth, driven by increasing consumer demand for specialized, functional, and personalized outdoor gear [11]. - Tmall aims to continue expanding its offerings in outdoor and running segments, reflecting a broader trend in the retail industry towards specialization and refined operational capabilities [11]. - The competitive landscape is intensifying, with established brands like Arc'teryx and The North Face, as well as emerging brands, posing challenges for Tmall's market entry strategy [5][11].