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id="zeaimow" class="m-text"> <div id="awqqp4f" class="m-floating m-abs"><div id="lzs6y5s" class="side m-share"><h4>分享到：</h4><ul><li id="lyuzsoj" class="li-1" onclick="shareWX();">微信</li><li id="oklmik3" class="li-2" onclick="shareTo('weibo');">微博</li><li id="e7hewut" class="li-3" onclick="shareTo('qq');">QQ</li></ul></div></div><div id="uo3iap1" class="m-layer" id="shareWXPop"><table><tbody><tr><td><div id="d7f7b6e" class="lywrap"><div id="ximg2i2" class="lytt"><h2 class="u-tt">分享到微信</h2><span id="wt2gpq8" class="lyclose" onclick="CloseThisLayer(this);"></span></div><div id="aydcnfr" class="m-modifyhead" style="padding-top: 0"><img class="m-qrcode" width="180" height="180"><p style="text-align: left; width: 90%; margin: 16px auto;">打開(kāi)微信，點(diǎn)擊底部的“發(fā)現(xiàn)”，<br>使用“掃一掃”即可將網(wǎng)頁(yè)分享至朋友圈。</p></div></div></td></tr></tbody></table></div> <div id="fmoarq1" class="title f-pr"><h1>消費(fèi)股巨頭集體業(yè)績(jī)大跌？星巴克、麥當(dāng)勞們?cè)趺炊疾恍辛耍?/h1><p class="f-cb"> <em class="f-fl">2024-08-21 12:12:34</em><a class="hashot f-fr"><img src="data:image/png;base64,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"><sup id="newshotnum" style="display: none;"></sup></a> <i id="audioPlayerbox" style="display: none;"></i> <a class="hasspeech f-fr" onclick="listenAudio('https://audiocdn.yicai.com/audio/978cea21-7d6d-4807-aef9-d013b5e9b9f2_xf.mp3')">聽(tīng)新聞</a> </p><p class="names">作者：江瀚視野觀察責(zé)編：張健</p><div id="kugne41" class="m-smallshare"></div></div> <div id="wwy1slx" class="intro"> 消費(fèi)股巨頭如星巴克、麥當(dāng)勞等近期業(yè)績(jī)不及預(yù)期，反映了消費(fèi)市場(chǎng)的深刻變化，包括消費(fèi)者態(tài)度轉(zhuǎn)變、追求性價(jià)比和尋找平替產(chǎn)品，這要求消費(fèi)企業(yè)迅速調(diào)整策略以適應(yīng)新的市場(chǎng)環(huán)境。 </div> <div id="kxrxooz" class="m-txt"><div class="fu2qir7" id="multi-text" class="f-cb"><p>（本文作者江瀚，盤古智庫(kù)首席研究員）</p> <p>在世界資本市場(chǎng)上，消費(fèi)股巨頭們可以說(shuō)是備受市場(chǎng)關(guān)注，甚至是少數(shù)被投資者們認(rèn)為可以穿越周期的行業(yè)，但是就在最近消費(fèi)股集體暴雷的消息傳來(lái)，這到底是怎么回事？為什么星巴克、麥當(dāng)勞們都不行了？</p> <p><strong>一、消費(fèi)股巨頭集體暴雷？</strong></p> <p>在緊縮的消費(fèi)環(huán)境下，消費(fèi)需求疲軟跡象盡顯，直接體現(xiàn)在了消費(fèi)品牌的業(yè)績(jī)中。從星巴克、麥當(dāng)勞等餐飲龍頭，到雀巢等食品企業(yè)，到優(yōu)衣庫(kù)、LVMH等時(shí)尚巨頭，再到寶潔、歐萊雅等美妝大鱷，業(yè)績(jī)趨勢(shì)明顯走軟且普遍不及預(yù)期。</p> <p>麥當(dāng)勞披露了2024年第二季度財(cái)報(bào)，利潤(rùn)和營(yíng)收均未達(dá)分析師預(yù)期。具體來(lái)看，第二季度麥當(dāng)勞所有分部銷售額均出現(xiàn)負(fù)增長(zhǎng)，而去年同期均實(shí)現(xiàn)兩位數(shù)增長(zhǎng)。其中，該公司在包括中國(guó)在內(nèi)的國(guó)際發(fā)展許可市場(chǎng)同店銷售額同比下降1.3%，主要系中東戰(zhàn)爭(zhēng)的持續(xù)影響和中國(guó)市場(chǎng)同店銷售額的下降，抵消了拉丁美洲和日本市場(chǎng)的上升。</p> <p>不僅是麥當(dāng)勞，餐飲巨頭星巴克也在最新的財(cái)報(bào)中報(bào)告了季度銷售額的萎縮。</p> <p>星巴克發(fā)布2024財(cái)年第三季度財(cái)報(bào)。財(cái)報(bào)顯示，本季度星巴克的營(yíng)收同比下降1%至91.1億美元，不及預(yù)期的92.4億美元；歸母凈利潤(rùn)10.5億美元，去年同期為11.4億美元。其中，星巴克中國(guó)該季度收入為7.3億美元，同比下降近11%。此外，該季度星巴克全球同店銷售額下降3%，中國(guó)市場(chǎng)的同店銷售下降更為顯著，達(dá)到了14%。</p> <p>食品方面，全球食品巨頭雀巢上半年有機(jī)收入增長(zhǎng)率為2.1%，低于預(yù)期的2.52%。其中，中國(guó)市場(chǎng)有機(jī)收入增長(zhǎng)率為1.6%，低于預(yù)期的3.51%，而北美市場(chǎng)甚至出現(xiàn)了0.1%的負(fù)增長(zhǎng)。</p> <p>再來(lái)看時(shí)尚行業(yè)。優(yōu)衣庫(kù)母公司迅銷集團(tuán)近期發(fā)布的財(cái)報(bào)數(shù)據(jù)顯示，盡管2024財(cái)年前三季度（2023年9月1日至2024年5月31日），集團(tuán)營(yíng)收利潤(rùn)出現(xiàn)同比雙增長(zhǎng)，但在中國(guó)大陸市場(chǎng)的業(yè)績(jī)出現(xiàn)了顯著下滑。“優(yōu)衣庫(kù)高管稱中國(guó)消費(fèi)者心態(tài)變了”“優(yōu)衣庫(kù)在中國(guó)失去性價(jià)比”等詞條也登上熱搜榜。</p> <p>不僅如此，廣告行業(yè)也出現(xiàn)了明顯的趨勢(shì)，根據(jù)數(shù)據(jù)機(jī)構(gòu) QuestMobile 近日發(fā)布的幾篇研究報(bào)告，今年上半年，中國(guó)互聯(lián)網(wǎng)廣告規(guī)模同比增長(zhǎng) 11.8%、至 3514 億元。其中消費(fèi)行業(yè)廣告投放收緊，尤其是美妝、奢侈品、個(gè)護(hù)和生活電器等，降幅均超過(guò) 40%。</p> <p><strong>二、星巴克、麥當(dāng)勞們?cè)趺炊疾恍辛耍?/strong></p> <p>消費(fèi)股可以說(shuō)是資本市場(chǎng)的常青樹(shù)，然而就是這批常青樹(shù)現(xiàn)在卻出現(xiàn)了問(wèn)題，我們到底該怎么看這件事？消費(fèi)股市場(chǎng)的變化到底意味著什么？</p> <p>首先，消費(fèi)品的特殊屬性讓其經(jīng)久不衰。長(zhǎng)期以來(lái)，消費(fèi)行業(yè)作為經(jīng)濟(jì)活動(dòng)的重要組成部分，直接關(guān)聯(lián)到人們的衣食住行等基本生活需求。這種基礎(chǔ)性和普遍性意味著，無(wú)論社會(huì)經(jīng)濟(jì)環(huán)境如何波動(dòng)，人們對(duì)這些基本生活物資的需求都是不可或缺的。特別是低消費(fèi)彈性商品，如食品、飲料等，其需求量對(duì)價(jià)格變動(dòng)的敏感度較低。即使在經(jīng)濟(jì)不景氣或收入減少的情況下，消費(fèi)者往往會(huì)優(yōu)先滿足這些基本需求，而減少在非必需品上的支出。這種特性使得低消費(fèi)彈性商品的需求相對(duì)穩(wěn)定，為相關(guān)企業(yè)提供了穩(wěn)定的收入來(lái)源。這種穩(wěn)定性不僅有助于企業(yè)抵御經(jīng)濟(jì)周期的沖擊，還為企業(yè)持續(xù)創(chuàng)新和優(yōu)化產(chǎn)品服務(wù)提供了堅(jiān)實(shí)的經(jīng)濟(jì)基礎(chǔ)。</p> <p>對(duì)于消費(fèi)品公司而言，特別是那些專注于低消費(fèi)彈性商品的企業(yè)，其市場(chǎng)韌性尤為突出。在經(jīng)濟(jì)下行期，這些企業(yè)往往能夠憑借穩(wěn)定的需求基礎(chǔ)，維持甚至提升市場(chǎng)份額。同時(shí)，它們還能利用經(jīng)濟(jì)低谷期進(jìn)行內(nèi)部調(diào)整、優(yōu)化供應(yīng)鏈、提升生產(chǎn)效率等，為經(jīng)濟(jì)復(fù)蘇后的快速增長(zhǎng)做好準(zhǔn)備。正是由于上述特點(diǎn)，消費(fèi)品公司能夠在不同的經(jīng)濟(jì)周期中保持相對(duì)穩(wěn)定的增長(zhǎng)態(tài)勢(shì)。</p> <p>其次，當(dāng)前消費(fèi)品市場(chǎng)的變化無(wú)疑更加說(shuō)明問(wèn)題。近期消費(fèi)股巨頭們卻集體暴雷，這一罕見(jiàn)現(xiàn)象無(wú)疑給市場(chǎng)投下了一顆震撼彈。這背后，實(shí)則反映了整個(gè)消費(fèi)產(chǎn)業(yè)正在發(fā)生深刻的趨勢(shì)變化。</p> <p>一是消費(fèi)者的消費(fèi)態(tài)度發(fā)現(xiàn)了根本性變革。在當(dāng)前全球經(jīng)濟(jì)下行的大背景下，壓力不斷增大，消費(fèi)者的收入水平多數(shù)停滯不前甚至出現(xiàn)下降趨勢(shì)。在這樣的形勢(shì)下，謹(jǐn)慎消費(fèi)已逐漸成為主流趨勢(shì)。人們開(kāi)始更加精打細(xì)算，對(duì)每一筆消費(fèi)都深思熟慮，力求讓每一分錢都花得值得。</p> <p>以日常購(gòu)物為例，過(guò)去消費(fèi)者可能在購(gòu)買食品時(shí)不太在意價(jià)格的細(xì)微差異，但如今會(huì)仔細(xì)對(duì)比不同品牌、不同規(guī)格產(chǎn)品的性價(jià)比。曾經(jīng)隨意走進(jìn)一家餐廳用餐的情況也有所改變，現(xiàn)在更多的人會(huì)在出門就餐前查看各類優(yōu)惠活動(dòng)，或者選擇更經(jīng)濟(jì)實(shí)惠的餐廳。這種謹(jǐn)慎消費(fèi)的心態(tài)不僅僅體現(xiàn)在個(gè)別消費(fèi)者身上，而是在整個(gè)消費(fèi)群體中蔓延開(kāi)來(lái)。</p> <p>二是反向消費(fèi)盛行，越來(lái)越追求性價(jià)比優(yōu)勢(shì)。反向消費(fèi)指的是消費(fèi)者在經(jīng)濟(jì)壓力下，更加注重性價(jià)比，而非品牌溢價(jià)。《2024中國(guó)青年消費(fèi)趨勢(shì)報(bào)告》的數(shù)據(jù)顯示，年輕消費(fèi)者在購(gòu)物時(shí)頻繁進(jìn)行比價(jià)，追求以更合理的價(jià)格獲取商品，這充分表明，消費(fèi)者在消費(fèi)過(guò)程中更加注重性價(jià)比，追求物有所值。在電商市場(chǎng)日益發(fā)達(dá)的今天，消費(fèi)者能夠輕松獲取豐富的商品信息，進(jìn)行橫向?qū)Ρ?。他們不再僅僅關(guān)注品牌的知名度，而是更加注重產(chǎn)品的實(shí)際品質(zhì)和價(jià)格。</p> <p>從案例來(lái)看更能說(shuō)明問(wèn)題，以購(gòu)買手機(jī)為例，過(guò)去大家買手機(jī)基本上也就是在手機(jī)店或者去電商平臺(tái)看看就買了，但是現(xiàn)在幾乎所有的電商平臺(tái)都有了比價(jià)的功能，這個(gè)時(shí)候我只要愿意，就可以在多家電商平臺(tái)進(jìn)行對(duì)比，哪家的百億補(bǔ)貼更好，哪家的又會(huì)更給力，這才是大家最關(guān)注的焦點(diǎn)，基本上核心的邏輯就是“騎自行車逛酒吧，該省省該花花”，能夠比價(jià)肯定要選最劃算的那個(gè)平臺(tái)去購(gòu)買，這也是這些年拼多多強(qiáng)勢(shì)崛起的核心原因所在。</p> <p>三是尋找平替也成為了不少人熱衷的玩法。平替現(xiàn)象則是反向消費(fèi)在商品選擇上的具體體現(xiàn)。平替產(chǎn)品是指那些品質(zhì)不差但價(jià)格相對(duì)較低的品牌商品替代品，這些年，隨著中國(guó)制造水平的持續(xù)提升，在過(guò)去，消費(fèi)者購(gòu)買消費(fèi)品時(shí)主要看重品牌，認(rèn)為品牌是品質(zhì)的保障。然而，如今情況發(fā)生了變化。隨著中國(guó)制造工藝的不斷進(jìn)步，一些雖然品牌知名度不高，但產(chǎn)品品質(zhì)優(yōu)良的商品開(kāi)始大量涌現(xiàn)。</p> <p>以化妝品為例，過(guò)去消費(fèi)者可能更傾向于購(gòu)買國(guó)際大牌化妝品，認(rèn)為其品質(zhì)和效果更有保障。但如今，一些國(guó)產(chǎn)化妝品品牌憑借著良好的品質(zhì)和實(shí)惠的價(jià)格，逐漸贏得了消費(fèi)者的認(rèn)可。消費(fèi)者發(fā)現(xiàn)，使用這些平替產(chǎn)品同樣能夠達(dá)到預(yù)期的效果，而且還能節(jié)省不少開(kāi)支。</p> <p>其他領(lǐng)域更是如此，在電子消費(fèi)市場(chǎng)，過(guò)去消費(fèi)者可能更傾向于購(gòu)買蘋(píng)果、三星等國(guó)際知名品牌的高端機(jī)型。但如今，隨著國(guó)產(chǎn)手機(jī)品牌的崛起，消費(fèi)者發(fā)現(xiàn)一些國(guó)產(chǎn)品牌的手機(jī)在性能、拍照等方面并不遜色，而價(jià)格卻更加親民。因此，越來(lái)越多的消費(fèi)者選擇了性價(jià)比更高的國(guó)產(chǎn)手機(jī)。無(wú)獨(dú)有偶，在食品消費(fèi)領(lǐng)域，過(guò)去，星巴克等咖啡品牌因其舒適的環(huán)境和優(yōu)質(zhì)的服務(wù)受到消費(fèi)者的青睞。但隨著咖啡市場(chǎng)的競(jìng)爭(zhēng)加劇，以瑞幸、庫(kù)迪等為代表本土品牌以更實(shí)惠的價(jià)格和不錯(cuò)的品質(zhì)吸引了大量消費(fèi)者。僅以筆者為例，周末出門我能夠用一杯星巴克的錢買上三杯幾乎同樣口感的本土品牌咖啡，那么我為什么還要買星巴克呢？</p> <p>這些趨勢(shì)疊加到一起，成為了當(dāng)前整個(gè)消費(fèi)市場(chǎng)，特別是消費(fèi)股出現(xiàn)問(wèn)題的核心原因。</p> <p>第三，消費(fèi)企業(yè)們到底該怎么辦？面對(duì)當(dāng)前消費(fèi)市場(chǎng)的變化，消費(fèi)股巨頭們需要迅速調(diào)整策略以適應(yīng)新的市場(chǎng)環(huán)境。對(duì)于那些自身供應(yīng)鏈和成本控制能力較強(qiáng)的企業(yè)來(lái)說(shuō)，以價(jià)換量無(wú)疑是一個(gè)可行的選擇。例如，像雀巢、瑪氏、百事等食品企業(yè)可以通過(guò)優(yōu)化供應(yīng)鏈管理，降低原材料采購(gòu)成本，從而推出價(jià)格更實(shí)惠、份量更足的產(chǎn)品。這樣的策略能夠吸引那些對(duì)價(jià)格敏感的消費(fèi)者，增加產(chǎn)品的銷量。通過(guò)大規(guī)模的生產(chǎn)和銷售，企業(yè)仍然可以在保證一定利潤(rùn)的前提下，擴(kuò)大市場(chǎng)份額。</p> <p>而對(duì)于品牌力較強(qiáng)的企業(yè)，如奢侈品企業(yè)，則可以考慮進(jìn)一步提升自身的稀缺性。通過(guò)限量版產(chǎn)品、定制服務(wù)等方式，為消費(fèi)者提供獨(dú)一無(wú)二的消費(fèi)體驗(yàn)，從而提高產(chǎn)品的附加值和利潤(rùn)空間。例如大名鼎鼎的香奈兒，他們推出限量版手袋，每個(gè)款式全球限量發(fā)行幾百個(gè)。這種稀缺性使得消費(fèi)者對(duì)其產(chǎn)品趨之若鶩，愿意支付高昂的價(jià)格購(gòu)買。同時(shí)，品牌還提供個(gè)性化的定制服務(wù)，讓消費(fèi)者可以根據(jù)自己的喜好和需求定制手袋的顏色、材質(zhì)和細(xì)節(jié)，進(jìn)一步提升了產(chǎn)品的獨(dú)特性和價(jià)值。</p> <p>然而，無(wú)論是選擇以價(jià)換量還是提升稀缺性，消費(fèi)股巨頭們都需要認(rèn)識(shí)到，改變已經(jīng)刻不容緩。只有緊跟市場(chǎng)趨勢(shì)，不斷創(chuàng)新和調(diào)整策略，才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地，“大人，時(shí)代已經(jīng)變了”，消費(fèi)股也不是躺著賺錢的香餑餑了，只有改變才能適應(yīng)市場(chǎng)。</p> <p>（本文僅代表作者個(gè)人觀點(diǎn)）</p> <p><img alt="" src="https://imgcdn.yicai.com/uppics/images/2024/08/dc736059f10fcd51b35c9068562dba27.jpg" /></p> </div><div class="jqtqg6k" id="jb_report">舉報(bào)</div> <div id="iglover" class="person person-1 f-cb"><h4>文章作者</h4><ul> <a href="/author/100003659.html"><li id="zqsq427" class="dt-ych type1"><span id="namu0np" class="avatar"><img src="https://imgcdn.yicai.com/uppics/editors/c489f13f52de8a952718ca27e7479de3.jpg" onerror="imgError(this,7)"></span><p>江瀚視野觀察</p></li></a> </ul></div> </div></div> <div id="6qftqqk" class="m-ad4 dfb-ad" data-position="middleBanner1"></div> <div id="fnys9yo" class="m-ad4 dfb-ad" data-position="middleBanner2"></div><div id="7adk6ep" class="m-content f-mb20"> <div id="64kiiji" class="m-con 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