蒂芙尼销量猛跌

蒂芙尼（Tiffany & Co）于上周三发布的季度销售额再一次令人失望，他们向投资者发出警告，表示由于游客在珠宝和低价饰品上的花费降低，类似的情况预计还会在未来出现。

这家以罗宾鸟蛋蓝的盒子而著称的珠宝商表示，排除汇率变动影响后，公司的全球同店销售额，或网店以及开张一年以上的门店销售额，在第一季度下跌了9%。Consensus Metrix报道称，这样的下滑幅度几乎是分析师预测的两倍。

自从2008-09年全球金融危机遭遇低谷后，这是蒂芙尼季度销售额下滑最严重的一次。

除了贡献五分之一销售额的日本之外，蒂芙尼在其他市场的销售额都出现了下滑。蒂芙尼的高管认为：“本地消费者和外国游客的消费都持续疲软。”

由于美元开始走弱，蒂芙尼近年来积极扩张，希望从中国游客和其他国际游客那里赢得商机。有鉴于此，目前的现象对这个零售商来说是个大问题。

在蒂芙尼的第二大市场亚太地区，公司的同店销售额下跌了15%，因为中国大陆的游客前往香港等中转站购买商品，从而大大减少了消费。欧洲的销量情况与此类似。美国是蒂芙尼的本土市场，也是迄今为止公司最大的市场。在这里，游客贡献了25%的销售额。而在整个美洲市场，同店销售额下跌了10%。

蒂芙尼并不是唯一销量下滑的商家：从梅西百货（Macy’s）到尼曼（Neiman Marcus）在内的零售商都表示近来游客消费减少，严重影响了他们的收入。蒂芙尼的一位负责投资者关系的高管在上周三的电话会议上对华尔街的分析师表示，公司预计宏观经济因素对珠宝商的冲击会“在某个时刻”减轻。

蒂芙尼可以控制的因素之一，是其售价低于500美元、却贡献了销售额四分之一的银首饰。不过尽管公司花费很大功夫去提高这一系列产品，效果却仍旧不明显。

去年，蒂芙尼重新推出了手表业务，试图让公司焕发生机，《财富》曾对此予以了报道。最近，蒂芙尼又携手奢侈品网店Net-A-Porter，在170个国家的网络上出售珠宝。但公司只有6%的销售额来自于网络。

然而现在还有更多的挑战在等待着蒂芙尼。公司下调了2016年的收益预期，如今预计全年的每股收益将有5%左右的下跌。而起初的预计是每股收益不变，或最多有5%的下跌。

仅仅过了一个季度，公司就开始下调年度预期，这可是个不寻常的坏消息：这意味着蒂芙尼不认为自己能弥补第一季度的损失了。（财富中文网）

译者：严匡正

Tiffany & Co once again reported disappointing quarterly sales and warned investors on last Wednesday to expect more of the same as tourist spending on jewelry and sales of lower-priced items slows.

The jeweler, famed for its robin’s-egg-blue boxes, said global comparable sales, or sales at stores open at least a year plus online, fell 9% globally in the first quarter, stripping out currency fluctuations. That was almost double what analysts expected, according to Consensus Metrix.

It was also Tiffany’s sharpest drop in quarterly sales since the depths of the global financial crisis in 2008-09.

Sales fell in every market but Japan, which generates about one-fifth of sales, and Tiffany executives blamed a “continuation of softness in spending by both local customers and foreign tourists.”

That’s a major problem for a retailer that has expanded aggressively in recent years, hoping to win business from Chinese and other travelers across the world as the strength of the greenback translates into fewer U.S. dollars.

Tiffany’s same-store sales in the Asia Pacific region, its second-biggest market, plummeted 15% as mainland Chinese visitors to hubs like Hong Kong sharply reduced their spending. European sales suffered a similar fate. In the U.S., Tiffany’s home market and by far its largest, tourists account for 25% of sales. For the Americas as whole, comparable sales dropped 10%.

Tiffany is not alone: Retailers from Macy’s to Neiman Marcus have said that lower tourist spending is cutting deep into their business these days. A Tiffany investor relations executive told Wall Street analysts on a conference call last Wednesday that the company expects the macro-economic factors hitting the jeweler will abate “at some point.”

One factor that is within Tiffany’s control is its assortment of silvery jewelry items that cost less than $500 and account for about one-quarter of sales. But despite big efforts to improve that assortment, results there have remained soft.

In the last year, Tiffany has sought to re-energize its business by relaunching its watch business, as chronicled by Fortune last year, and more recently, a tie-up with online luxury store Net-A-Porter to sell some jewelry online in 170 countries. Tiffany only gets 6% of its sales online.

For now though, more challenges lie ahead. Tiffany lowered its 2016 profit forecast and now expects a mid-single-digit percentage drop in its full-year earnings per share, compared to its initial forecast for them to stay unchanged or fall by a mid-single digit percentage at most.

A company lowering its annual forecast after only one quarter is unusual and a bad sign: It means Tiffany & Co doesn’t expect to be able to make up for the shortfall.