耐克提价 转嫁成本上涨
<p><span word="Nike">Nike</span> <span word="Inc">Inc</span>. <span word="is">is</span> <span word="raising">raising</span> <span word="the">the</span> <span word="prices">prices</span> <span word="of">of</span> <span word="its">its</span> <span word="sneakers">sneakers</span>, <span word="assuming">assuming</span> <span word="that">that</span> <span word="the">the</span> <span word="brand">brand</span>'<span word="s">s</span> <span word="cachet">cachet</span> <span word="will">will</span> <span word="carry">carry</span> <span word="it">it</span> <span word="through">through</span> <span word="a">a</span> <span word="period">period</span> <span word="when">when</span> <span word="many">many</span> <span word="of">of</span> <span word="its">its</span> <span word="shoppers">shoppers</span> <span word="are">are</span> <span word="scrounging">scrounging</span> <span word="for">for</span> <span word="discounts">discounts</span>.</p><p>耐克(<span word="Nike">Nike</span> <span word="Inc">Inc</span>.)将上调其运动鞋售价，希望其品牌声誉能使它挺过一段很多消费者都在讨要折扣的时期。</p><p><span word="As">As</span> <span word="labor">labor</span>, <span word="materials">materials</span> <span word="and">and</span> <span word="shipping">shipping</span> <span word="costs">costs</span> <span word="increase">increase</span>, <span word="Nike">Nike</span> <span word="is">is</span> <span word="raising">raising</span> <span word="shoe">shoe</span> <span word="and">and</span> <span word="clothing">clothing</span> <span word="prices">prices</span> <span word="by">by</span> 5% <span word="to">to</span> 10%, <span word="analysts">analysts</span> <span word="say">say</span>. <span word="A">A</span> <span word="test">test</span> <span word="of">of</span> <span word="the">the</span> <span word="approach">approach</span> <span word="comes">comes</span> <span word="this">this</span> <span word="fall">fall</span>, <span word="when">when</span> <span word="Nike">Nike</span> <span word="will">will</span> <span word="debut">debut</span> <span word="its">its</span> <span word="priciest">priciest</span> <span word="sneaker">sneaker</span> <span word="yet">yet</span>-<span word="an">an</span> <span word="expected">expected</span> $315 <span word="LeBron">LeBron</span> <span word="James">James</span> <span word="basketball">basketball</span> <span word="shoe">shoe</span> <span word="that">that</span> <span word="includes">includes</span> <span word="its">its</span> <span word="own">own</span> <span word="electronics">electronics</span>.</p><p>分析师说，随着劳动力、原材料和运输成本增加，耐克将把其鞋子和衣服的价格上调5%到10%。这一方针将在今年秋季、耐克推出迄今最昂贵运动鞋的时候接受检验。这款运动鞋是预计售价315美元、本身含有电子元件的“勒布朗•詹姆斯”(<span word="LeBron">LeBron</span> <span word="James">James</span>)篮球鞋。</p><p><span word="The">The</span> <span word="price">price</span> <span word="leaps">leaps</span> <span word="come">come</span> <span word="after">after</span> <span word="Nike">Nike</span>'<span word="s">s</span> <span word="gross">gross</span> <span word="margins">margins</span> <span word="dropped">dropped</span> <span word="to">to</span> 42.8% <span word="from">from</span> 44.3% <span word="in">in</span> <span word="its">its</span> <span word="most">most</span> <span word="recent">recent</span> <span word="quarter">quarter</span> <span word="ending">ending</span> <span word="May">May</span> 31, <span word="the">the</span> <span word="sixth">sixth</span>-<span word="straight">straight</span> <span word="year">year</span>-<span word="to">to</span>-<span word="year">year</span> <span word="quarterly">quarterly</span> <span word="decline">decline</span>. <span word="Nike">Nike</span>'<span word="s">s</span> <span word="margins">margins</span> <span word="are">are</span> <span word="now">now</span> <span word="lower">lower</span> <span word="than">than</span> <span word="most">most</span> <span word="of">of</span> <span word="its">its</span> <span word="direct">direct</span> <span word="competitors">competitors</span>, <span word="rival">rival</span> <span word="Adidas">Adidas</span> <span word="AG">AG</span> <span word="ADS">ADS</span>.<span word="XE">XE</span> 0.00% <span word="and">and</span> <span word="apparel">apparel</span> <span word="maker">maker</span> <span word="Under">Under</span> <span word="Armour">Armour</span> <span word="Inc">Inc</span>.</p><p>涨价之前，耐克在截至5月31日最新一个财季的毛利润率从44.3%降至42.8%，这已经是连续第六个季度呈同比下降。目前耐克利润率低于多数直接竞争对手，高于阿迪达斯(<span word="Adidas">Adidas</span> <span word="AG">AG</span>)和服装生产商<span word="Under">Under</span> <span word="Armour">Armour</span> <span word="Inc">Inc</span>.。</p>
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