8月5日,家居電商Wayfair在經(jīng)歷了數(shù)年的虧損之后終于給出了盈利的業(yè)績答卷,令各種悲觀論一掃而空。這一業(yè)績源于居家消費者購物的激增,但分析師警告說,這一增長可能難以持續(xù)。
這家線上家居用品零售商的報告稱,第二季度營收增長了84%,達到了43億美元。在疫情期間,美國人開始專注于其家居環(huán)境,更傾向于通過在線購物,這一現(xiàn)象也幫助Wayfair斬獲了2.739億美元的利潤,而此前公司已經(jīng)歷了漫長的多個季度連續(xù)虧損。2019年,該公司營收為91.3億美元,虧損近10億美元,也讓外界開始質(zhì)疑其商業(yè)模式的長遠可行性。
疫情期間,人們逐漸開始擔憂實體店面會出現(xiàn)激烈的競爭,而Wayfair則利用了人們從線上采購家居用品的巨大轉(zhuǎn)變。為了吸引新客戶并提升現(xiàn)有客戶的購物頻率,公司在營銷方面做出了迅速調(diào)整,但外界此前一直批評公司在這一方面投入過多。截至2020年6月30日第二季度末,公司的活躍客戶增至2600萬,增幅達到了46%。
得益于3月疫情爆發(fā)后消費支出的激增,Wayfair的股價今年上漲了兩倍多。盡管一位匿名的Reddit用戶在線上提出了離奇的陰謀論斷,稱這家公司參與了兒童拐賣,部分理由在于公司一些在售柜子的名稱與失蹤兒童同名,但這一言論并未給公司轟動性的季度業(yè)績帶來什么影響。
Wayfair股價周三早盤下跌了5%,原因在于一些股東因盈利已夠而減持股票,另一些股東則對其業(yè)績的可持續(xù)性充滿擔憂。
由于數(shù)千萬美國民眾基本上都已經(jīng)完成了家庭辦公室的設置工作,而且對其他家具的需求也不大可能有這么大,因此,業(yè)界擔心Wayfair的這個業(yè)績可能只是曇花一現(xiàn)。
GlobalData Retail的董事總經(jīng)理尼爾·桑德斯在一則研究紀要中寫道:“如果沒有有利的因素為其帶來更多的客戶,Wayfair將開始回歸其之前的模式,不得不使用大量的廣告和營銷來保持顧客的回頭率。此舉將削弱公司的盈利能力,而且有可能讓公司再次出現(xiàn)虧損。”
Wayfair的首席執(zhí)行官尼拉·希阿預計,受新冠疫情持續(xù)的影響,人們無法旅行或參加音樂會,因此會繼續(xù)在家居美化方面增加投入。希阿稱,這一領域正是公司的實力所在,如果客戶能夠獲得良好體驗,他們會更愿意掏腰包。
希阿在電話會議中對投資者說:“我們到目前為止所看到的一切表明,即便各大經(jīng)濟體放開限制令,我們的客戶依然會專注于家居,而且對Wayfair非常滿意?!保ㄘ敻恢形木W(wǎng))
譯者:Feb
8月5日,家居電商Wayfair在經(jīng)歷了數(shù)年的虧損之后終于給出了盈利的業(yè)績答卷,令各種悲觀論一掃而空。這一業(yè)績源于居家消費者購物的激增,但分析師警告說,這一增長可能難以持續(xù)。
這家線上家居用品零售商的報告稱,第二季度營收增長了84%,達到了43億美元。在疫情期間,美國人開始專注于其家居環(huán)境,更傾向于通過在線購物,這一現(xiàn)象也幫助Wayfair斬獲了2.739億美元的利潤,而此前公司已經(jīng)歷了漫長的多個季度連續(xù)虧損。2019年,該公司營收為91.3億美元,虧損近10億美元,也讓外界開始質(zhì)疑其商業(yè)模式的長遠可行性。
疫情期間,人們逐漸開始擔憂實體店面會出現(xiàn)激烈的競爭,而Wayfair則利用了人們從線上采購家居用品的巨大轉(zhuǎn)變。為了吸引新客戶并提升現(xiàn)有客戶的購物頻率,公司在營銷方面做出了迅速調(diào)整,但外界此前一直批評公司在這一方面投入過多。截至2020年6月30日第二季度末,公司的活躍客戶增至2600萬,增幅達到了46%。
得益于3月疫情爆發(fā)后消費支出的激增,Wayfair的股價今年上漲了兩倍多。盡管一位匿名的Reddit用戶在線上提出了離奇的陰謀論斷,稱這家公司參與了兒童拐賣,部分理由在于公司一些在售柜子的名稱與失蹤兒童同名,但這一言論并未給公司轟動性的季度業(yè)績帶來什么影響。
Wayfair股價周三早盤下跌了5%,原因在于一些股東因盈利已夠而減持股票,另一些股東則對其業(yè)績的可持續(xù)性充滿擔憂。
由于數(shù)千萬美國民眾基本上都已經(jīng)完成了家庭辦公室的設置工作,而且對其他家具的需求也不大可能有這么大,因此,業(yè)界擔心Wayfair的這個業(yè)績可能只是曇花一現(xiàn)。
GlobalData Retail的董事總經(jīng)理尼爾·桑德斯在一則研究紀要中寫道:“如果沒有有利的因素為其帶來更多的客戶,Wayfair將開始回歸其之前的模式,不得不使用大量的廣告和營銷來保持顧客的回頭率。此舉將削弱公司的盈利能力,而且有可能讓公司再次出現(xiàn)虧損?!?/p>
Wayfair的首席執(zhí)行官尼拉·希阿預計,受新冠疫情持續(xù)的影響,人們無法旅行或參加音樂會,因此會繼續(xù)在家居美化方面增加投入。希阿稱,這一領域正是公司的實力所在,如果客戶能夠獲得良好體驗,他們會更愿意掏腰包。
希阿在電話會議中對投資者說:“我們到目前為止所看到的一切表明,即便各大經(jīng)濟體放開限制令,我們的客戶依然會專注于家居,而且對Wayfair非常滿意?!保ㄘ敻恢形木W(wǎng))
譯者:Feb
Wayfair defied the cynics on August 5 by finally reporting a profit after years of losses, bolstered by a surge in shopping from homebound consumers—but analysts warn the growth might be unsustainable.
The online home furnishings retailer reported revenue in the second quarter spiked 84% to $4.3 billion. Americans focused on their homes during the coronavirus lockdowns, opting for online shopping, helped Wayfair report a profit of $273.9 million dollars after a long string of quarterly losses. In 2019, the company lost nearly $1 billion on revenue of $9.13 billion, raising questions about the longer term viability of its business model.
As concerns about the close quarters of physical stores grew, Wayfair capitalized on a big shift to online shopping for home goods. The company proved deft at marketing, something it has been criticized for spending too much on in the past, to attract new shoppers and get existing ones to shop more often. The number of active customers rose 46% to 26 million, as of the end of the quarter on June 30, 2020.
Wayfair's stock has more than tripled this year on the strength of that spending surge since the pandemic broke out in March. The company's blockbuster quarter was unimpeded by the bizarre online conspiracy started by an anonymous Reddit user claiming the e-commerce company was involved in child trafficking, in part because some of the cabinets it was selling shared names with missing children.
The company's shares were down 5% in morning trading on Wednesday as some shareholders have sold to turn a profit and others are concerned about the sustainability of its performance.
With millions of Americans largely done setting up home offices for themselves and demand for other furniture unlikely to stay at the same levels, there are worries Wayfair's results could be short lived.
"Without the favorable tailwinds that have blown more customers its way, Wayfair will start to revert to its old model of having to use extensive advertising and marketing to keep customers coming back," Neil Saunders, managing director at GlobalData Retail, wrote in a research note. "This will drive down profitability and likely push the company back into the red."
Still, Wayfair CEO Nirah Shah anticipates that shoppers will keep spending on beautifying their homes absent the ability to travel or go to concert as the COVID-19 crisis drags on. Shah says that plays to the company's strengths—all the more if customers have a good experience.
"What we have seen thus far would suggest that even as economies reopen, our customers remain focused on the home and are extremely satisfied with Wayfair," Shah told investors on a conference call.