DTC vs wholesaleįor the last several years, Nike has been working to build out its direct-to-consumer sales and has invested heavily in the channel by building out experiential stores, developing its loyalty program and growing its e-commerce sales. "We have managed through cycles like this before and we will be well prepared for the volatility that is in font of us," he said. Finance chief Matthew Friend said the company is taking a "cautious approach" to planning, given uncertainty about consumer confidence and the economy. In the next quarter, Nike expects flat to low single digit revenue growth. It expects gross margins to decline by 2.5 percentage points, which is the low end of the previous guidance range given and reflects Nike's ongoing efforts to liquidate excess inventory, along with other costs. In Asia Pacific and Latin America, sales were up 10%.Ĭiting its strong performance in the quarter, Nike now expects fiscal year revenue to grow by high single digits, compared to mid single digit guidance it gave in the prior quarter. Sales in North America were up 27% and in Europe, Middle East and Africa, revenue jumped 17% compared with the year-ago period. Outside China, Nike saw double-digit sales increases in all of its other markets. And the key to winning in this market is simply put: having great innovation and connecting with Chinese consumers in a locally relevant way," Donahoe said. There's a desire for innovation and style. Sport and wellness is a key trend and tailwind there. "The fundamentals of this market are good, right? It is a very large market that's growing. When asked about its outlook on China's recovery, Nike CEO John Donahoe said the company feels good about its momentum in the region and saw growth "really pick up" in the second month of the quarter after lockdowns ended. While some activity has begun to pick up, consumers aren't back to pre-pandemic shopping levels just yet, according to a Citi research note. Sales in China have been soft as consumers contended with sweeping lockdowns and rising infections. Wall Street analysts had anticipated sales in the region of $2.09 billion, according to StreetAccount estimates. Sales in the region fell 8% during the third quarter to $1.99 billion, despite the end of the country's zero-Covid policy that had weighed on operations.
But those hopes have failed to materialize. Nike has been looking for a sales rebound in China, its third-biggest market by revenue, as the region recovers from the Covid pandemic. Here's how the sneaker giant performed in its third fiscal quarter of 2023 compared with what Wall Street was anticipating, based on a survey of analysts by Refinitiv: They also expect to see "even leaner inventory" than they'd anticipated given sales momentum, the executives added. Quarter over quarter, Nike offloaded about $400 million in inventories.ĭuring an earnings call with investors Tuesday, executives said they're "increasingly confident" Nike will exit the fiscal year with healthy inventory levels. Inventories were up 16% compared with the year ago period at $8.9 billion, which the company attributed to higher product input costs and elevated freight expenses. While Nike CEO John Donahoe told investors last quarter he believes the company is past its inventory peak, the company warned gross margins were expected to take a hit during the holiday quarter. Gross margin fell to 43.3% for the quarter, a decrease of 3.3 percentage points, due to higher markdowns and promotions the company used to liquidate its inventory.
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