Nike'S Fourth Quarter Earnings Growth Driven Global Revenue

According to the world clothing and shoe net, after the constant slowdown in growth concerns,

Finally ended in the 2017 fiscal year with a satisfactory quarterly pcript.

Beijing time June 30th, the world's largest

Nike announced its fourth quarter earnings for the 2017 fiscal year ended May 31st.

Benefiting from the Greater China, Western Europe and emerging

Double digit growth, the company's fourth quarter global revenue rose 5.3% to $8 billion 680 million, up from Wall Street's estimated $8 billion 630 million.

Net income increased from $846 million in the same period last year to $1 billion, plus a surplus of $0.60 per share, which is also better than analysts' average forecast of $0.50.

According to the latest financial report, Nike's annual revenue in fiscal year 2017 was $34 billion 400 million, up 6% from the same period last year.

Among them, the Greater China region revenue of 4 billion 237 million US dollars, an increase of 17% over the same period.

Outstanding performance is also reflected in the elimination of exchange rate factors, the fourth quarter revenue grew 16% to 1 billion 87 million U.S. dollars, is Nike's twelfth consecutive quarter of growth in the region.

As Nike's performance exceeded Wall Street's expectations, the company's share price surged 8.2% to 57.54 dollars on the day of its earnings announcement.

By the end of June 29th, Nike's share price fell 3.5% in the past 12 months, but up to 4.6% in 2017, showing a rising trend.

From the global perspective, Nike's fourth quarter revenue growth is mainly concentrated in three major markets: Western Europe grew 11% year-on-year, growth in the Middle East and Africa and other emerging markets 14% and greater China 16% growth.

Before the fourth quarter, Nike's growth in the much watched China region has been slowing for the six consecutive quarter.

In order to revive the demand in this key market, American brands have intensified their efforts to pform sales outlets and continue to strengthen online sales, including expanding sales of Alibaba's Tmall mall, which has helped to boost sales in China.

Although the Western European and Chinese markets are more eye-catching, in the North American region, which occupies 1/3 of the global sporting goods market, Nike's performance is mediocre - the overall downturn in the market. The sales volume of the brand in the fourth quarter increased by 3% compared with the previous quarter.

From the sales situation of the category, the sales of sneakers increased by 8% to $5 billion 473 million compared with the same period last year, while sportswear increased by 3% to 2 billion 301 million US dollars, while the revenue of sports equipment decreased by 14% to 335 million US dollars.

Nike said its fourth quarter sales performance was mainly due to its Jordan brand and the strong growth of its running series.

In addition, CONVERSE, which has been marginalized by Nike for a long time, has shown a good momentum in recent years, and sales increased by 10% to 554 million US dollars over the same period last year.

In addition to the overall trend in global revenue, another factor in Nike's growth is the company's sales management costs fell 4% to 2 billion 700 million US dollars over the same period last year.

Nike's overall management costs will continue to decline following the announcement of a 2% reduction in staff and a reduction in performance.

In addition, it is worth noting that the fourth quarter earnings report and Nike's recent actions show that the US brand is concentrating its efforts on expanding direct selling and digital platform business.

In the fourth quarter, the company's revenue in direct to consumer (DTC) business was $9 billion 82 million, an increase of 12% over the same period last year.

Nike noted in particular that direct business has played an important role in sales promotion in the fourth quarter and the whole fiscal year, and helped brands reduce channel costs.

At the same time, the Nike announced its cooperation with Amazon to launch a "pilotage plan". The former will sell limited categories of goods on Amazon's website.

It is reported that Nike sells products directly on the platform instead of selling through third party or unauthorized distributors, and the direct selling business will further expand.

At the same time, Amazon will develop more stringent anti counterfeit measures for the other side and control the number of similar dealers on the website.

In this regard, Goldman Sachs analyst Lindsay Drucker Mann said that the suppression of counterfeit goods at the same time, this cooperation will help Nike achieve a substantial increase in the US market.

Looking ahead to the first quarter of fiscal year 2018, Nike said cautiously that, considering the pull of the Olympic Games and the European Cup last year, and the withdrawal of golf categories, the next quarter's revenue is flat.

As for the coming fiscal year, the US brand expects revenue growth to reach the median high digits of 6% to 9%.

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