Core Viewpoint - Burberry has shown signs of recovery with a 2% year-on-year increase in comparable store sales in the second fiscal quarter, ending a seven-quarter decline, driven by a resurgence in demand from the Chinese market [1][3][6]. Financial Performance - The company reported an adjusted operating profit of £19 million (approximately $25 million) for the first half of the year, a significant turnaround from a loss of £41 million in the same period last year [3][6]. - Comparable store sales in regions including China grew by 3% in the last three months, reversing a previous decline of 5% [3][6]. Strategic Changes - Under CEO Joshua Schulman's leadership, Burberry has implemented a revival plan focusing on classic outerwear and cost-cutting measures, which has begun to yield positive results [3][7]. - The strategy emphasizes a return to the brand's roots, highlighting products like trench coats and scarves, contrasting with previous management's focus on expensive handbags [7]. Market Reaction - The positive financial results have boosted market confidence, reflected in a 28% increase in Burberry's stock price year-to-date and its return to the FTSE 100 index [3][6]. - Analysts view Burberry's strategic plan as robust, indicating that all performance indicators have been met and that the execution is on track [8].

在首席执行官Joshua Schulman大刀阔斧的改革之下，英国奢侈品牌Burberry的复兴计划正初见成效。得益于关键的中国市场需求回暖，公司业绩 在经历长期下滑后迎来拐点，核心销售指标近两年来首次恢复增长，并成功扭亏为盈。 根据Burberry周四发布的财报，在截至9月的第二财季，公司可比门店销售额同比增长2%，超出市场预期。这一数字终结了此前连续七个季度的 下滑颓势。同时，公司上半年调整后营业利润达到1900万英镑（约合2500万美元），相较去年同期4100万英镑的亏损，实现了显著逆转。 市场对这一积极信号反应热烈。财报显示，包含中国在内的地区销售额在最近三个月内增长了3%，一举扭转了上一季度下降5%的局面，这是中 国市场一年多来首次恢复增长。这一表现被视为中国奢侈品消费者支出意愿回升的重要证据，也为Burberry的股价注入了强心针，其股价今年迄 今已上涨28%。 "我们已经开始看到顾客重返他们所钟爱的品牌，"首席执行官Joshua Schulman在声明中表示。 近两年来首度季度增长，中国市场复苏成关键引擎 这一转变表明，Burberry全新的营销活动正在重新激发中国奢侈品买家的需求。此外，财报特 ...