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全球第二大啤酒制造商:銷量不佳都怪壞天氣

Seamus Webster
2024-08-02

喜力希望2024年歐洲杯和巴黎奧運(yùn)會(huì)能促進(jìn)銷售。但本周一喜力首席執(zhí)行官表示,上個(gè)月歐洲的惡劣天氣拖累了增長(zhǎng)。

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圖片來(lái)源:Marvin Ibo Guengoer—GES Sportfoto/Getty Images

一季度業(yè)績(jī)驚人強(qiáng)勁之后,分析師預(yù)計(jì)二季度喜力(Heineken)將繼續(xù)從2023年的低谷反彈。歐洲杯和巴黎奧運(yùn)會(huì)等大型賽事預(yù)計(jì)將拉動(dòng)對(duì)酒精飲料的需求,銷售和收入有望大幅增長(zhǎng)。

不過(guò),盡管周一公布的財(cái)報(bào)顯示銷售額和收入同比有所增長(zhǎng),增幅卻遠(yuǎn)不及分析師預(yù)期。周一股價(jià)暴跌超過(guò)10%,喜力則表示業(yè)績(jī)讓人失望的主要原因是降雨。

喜力是全球第二大啤酒制造商,啤酒銷量增長(zhǎng)了2.1%,比分析師預(yù)期低了一個(gè)百分點(diǎn),其中歐洲市場(chǎng)銷量增長(zhǎng)了0.6%,遠(yuǎn)低于預(yù)計(jì)的2%。公司表示“歐洲天氣惡劣”導(dǎo)致二季度增速不及一季度。

“通常來(lái)說(shuō),歐洲杯等大型賽事能產(chǎn)生積極影響,但天氣明顯比平均情況要差,也不如去年,所以影響了業(yè)務(wù),”周一喜力首席執(zhí)行官多夫·范登·布林克在財(cái)報(bào)電話會(huì)議上表示。

公平來(lái)說(shuō),今年在德國(guó)舉辦的2024年歐洲杯確實(shí)很潮濕。小組賽期間由于天氣惡劣,杜塞爾多夫、柏林和多特蒙德的觀眾區(qū)被迫關(guān)閉,以往能有數(shù)萬(wàn)名球迷去現(xiàn)場(chǎng)觀賽。丹麥跟德國(guó)最后一輪16強(qiáng)比賽中,雷暴導(dǎo)致比賽暫停24分鐘,球迷被傾盆大雨淋成落湯雞。

然而從體育場(chǎng)上座率來(lái)看,惡劣天氣對(duì)球迷的興趣似乎影響不大。Statista的數(shù)據(jù)顯示,2021年受疫情影響觀眾無(wú)法現(xiàn)場(chǎng)觀賽,今年約有268萬(wàn)觀眾觀看了德國(guó)的51場(chǎng)比賽,打破了2016年法國(guó)創(chuàng)下的上座率紀(jì)錄。

巴克萊銀行(Barclays)分析師在一份報(bào)告中表示,喜力在歐洲市場(chǎng)的利潤(rùn)增長(zhǎng)僅為0.2%,分析師預(yù)測(cè)為15.1%,部分原因是營(yíng)銷費(fèi)用增加。

報(bào)告稱:“實(shí)際業(yè)績(jī)低于預(yù)期,說(shuō)明公司發(fā)出的信息與分析師預(yù)期之間存在差距,要想辦法縮小信息差。”

不過(guò)近來(lái)喜力遇到的問(wèn)題不僅包括下雨延誤和濕漉漉的足球場(chǎng)。周一喜力宣布,持有的華潤(rùn)啤酒股份不得不減值9.49億美元。

2018年喜力持有華潤(rùn)啤酒20%的股份,由于中國(guó)仍在艱難擺脫疫情影響,房地產(chǎn)也遭遇危機(jī),華潤(rùn)啤酒市值縮水。喜力對(duì)華潤(rùn)啤酒持股減值后,導(dǎo)致2024年上半年凈虧損超過(guò)100萬(wàn)美元。

此外,去年產(chǎn)品提價(jià)抑制了對(duì)高端飲料的需求,喜力仍在努力應(yīng)對(duì)影響。(財(cái)富中文網(wǎng))

譯者:馮豐

審校:夏林

一季度業(yè)績(jī)驚人強(qiáng)勁之后,分析師預(yù)計(jì)二季度喜力(Heineken)將繼續(xù)從2023年的低谷反彈。歐洲杯和巴黎奧運(yùn)會(huì)等大型賽事預(yù)計(jì)將拉動(dòng)對(duì)酒精飲料的需求,銷售和收入有望大幅增長(zhǎng)。

不過(guò),盡管周一公布的財(cái)報(bào)顯示銷售額和收入同比有所增長(zhǎng),增幅卻遠(yuǎn)不及分析師預(yù)期。周一股價(jià)暴跌超過(guò)10%,喜力則表示業(yè)績(jī)讓人失望的主要原因是降雨。

喜力是全球第二大啤酒制造商,啤酒銷量增長(zhǎng)了2.1%,比分析師預(yù)期低了一個(gè)百分點(diǎn),其中歐洲市場(chǎng)銷量增長(zhǎng)了0.6%,遠(yuǎn)低于預(yù)計(jì)的2%。公司表示“歐洲天氣惡劣”導(dǎo)致二季度增速不及一季度。

“通常來(lái)說(shuō),歐洲杯等大型賽事能產(chǎn)生積極影響,但天氣明顯比平均情況要差,也不如去年,所以影響了業(yè)務(wù),”周一喜力首席執(zhí)行官多夫·范登·布林克在財(cái)報(bào)電話會(huì)議上表示。

公平來(lái)說(shuō),今年在德國(guó)舉辦的2024年歐洲杯確實(shí)很潮濕。小組賽期間由于天氣惡劣,杜塞爾多夫、柏林和多特蒙德的觀眾區(qū)被迫關(guān)閉,以往能有數(shù)萬(wàn)名球迷去現(xiàn)場(chǎng)觀賽。丹麥跟德國(guó)最后一輪16強(qiáng)比賽中,雷暴導(dǎo)致比賽暫停24分鐘,球迷被傾盆大雨淋成落湯雞。

然而從體育場(chǎng)上座率來(lái)看,惡劣天氣對(duì)球迷的興趣似乎影響不大。Statista的數(shù)據(jù)顯示,2021年受疫情影響觀眾無(wú)法現(xiàn)場(chǎng)觀賽,今年約有268萬(wàn)觀眾觀看了德國(guó)的51場(chǎng)比賽,打破了2016年法國(guó)創(chuàng)下的上座率紀(jì)錄。

巴克萊銀行(Barclays)分析師在一份報(bào)告中表示,喜力在歐洲市場(chǎng)的利潤(rùn)增長(zhǎng)僅為0.2%,分析師預(yù)測(cè)為15.1%,部分原因是營(yíng)銷費(fèi)用增加。

報(bào)告稱:“實(shí)際業(yè)績(jī)低于預(yù)期,說(shuō)明公司發(fā)出的信息與分析師預(yù)期之間存在差距,要想辦法縮小信息差?!?/p>

不過(guò)近來(lái)喜力遇到的問(wèn)題不僅包括下雨延誤和濕漉漉的足球場(chǎng)。周一喜力宣布,持有的華潤(rùn)啤酒股份不得不減值9.49億美元。

2018年喜力持有華潤(rùn)啤酒20%的股份,由于中國(guó)仍在艱難擺脫疫情影響,房地產(chǎn)也遭遇危機(jī),華潤(rùn)啤酒市值縮水。喜力對(duì)華潤(rùn)啤酒持股減值后,導(dǎo)致2024年上半年凈虧損超過(guò)100萬(wàn)美元。

此外,去年產(chǎn)品提價(jià)抑制了對(duì)高端飲料的需求,喜力仍在努力應(yīng)對(duì)影響。(財(cái)富中文網(wǎng))

譯者:馮豐

審校:夏林

Following a surprisingly strong first quarter, analysts were expecting Heineken to continue to rebound from a rocky 2023 in Q2. With big summer sporting events on the continent like the European Football Championship and the Paris Olympics expected to drive demand for alcoholic beverages, sales and revenue were penciled in for significant growth.

But while Monday’s earnings report showed sales and revenue were up from last year, the boost wasn’t nearly as big as analysts were anticipating. As shares on Monday tumbled more than 10%, the company said rain was partly to blame for the letdown.

Beer volumes for the world’s second-largest brewer crept up 2.1%, more than a full point short of analysts expectations, and sales volumes in Europe rose 0.6%, well short of the projected 2%, as the company cited “poor weather in Europe” for slower growth in Q2 compared with the first quarter.

“Typically big sports events like the Euro Cup have a positive impact, but the weather has been significantly below long-term averages and below last year, impacting our business,” CEO Dolf van den Brink said on an earnings call Monday.

To be fair, the 2024 Euro, hosted in Germany this year, was a noticeably wet affair. Severe weather during the group stage shut down fan zones in Düsseldorf, Berlin, and Dortmund, which typically attract tens of thousands of fans to watch matches. A thunderstorm during the last round-of-16 game between Denmark and Germany temporarily suspended play for 24 minutes and sent torrents of water cascading onto fans.

For the stadiums, however, bad weather didn’t appear to have much of an effect on fan interest. After pandemic restrictions on in-person attendance for the 2021 tournament, around 2.68 million viewers attended the 51 matches in Germany this year, breaking the previous attendance record set in France in 2016, according to Statista.

All told, Heineken profit growth in Europe went up just 0.2%, compared with the 15.1% analysts were projecting, partly the result of increased promotional spending, Barclays analysts said in a note.

“These results missed forecasts, suggesting there was a gap between the company’s messaging and analyst expectations,” the note said. “This needs to close.”

But rain delays and soggy soccer fields haven’t been Heineken’s only problems of late. On Monday, the Dutch brewer also announced it had to swallow a $949 million impairment on its stake in China Resources Beer.

The value of CR Beer—of which Heineken took a 20% effective stake, in 2018—has fallen off as spending in China has struggled to bounce back from the pandemic and the country’s real estate crisis; the write-down on its stake in the Chinese brewer pushed Heineken into a net loss of over $1 million for the first half of 2024.

In addition, Heineken is still grappling with the fallout from a price hike last year that cut into demand for premium beverages.

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