迪克体育用品今天早些时候表示，运动鞋市场正变得越来越促销化，这是降价的代名词，其股价在降低预期后暴跌 27%。
Dick Sporting Goods earlier today says the sneaker market is becoming increasingly promotional, code for cutting prices, and its stock just plunged 27% after the company lowered its outlook.
考虑到所有这些，现在看看迪克今天早些时候发生了什么。首先，其股价遭到重创，在我开始录制前下跌了 27%。为什么？一个词，促销。该公司在 Foot Locker 疲软和运动鞋市场日益促销化的背景下降低了预期。
品牌增加了自己网站上的折扣。传统运动鞋款式不再像以前那样引起共鸣，主要是由于标价冲击，导致资金紧张的消费者转向 UGG 和 Birkenstock 等品牌。Foot Locker 上季度可比销售额下降了 3.6%。
迪克门店表现更好，增长近 5%，但该公司仍预计第四季度折扣将继续升高。这告诉我们，这不仅仅是一家不成功的零售商。更广泛的运动鞋市场正变得更加促销化。品牌和零售商有需要清仓的库存，而客户变得更加挑剔。
因此，迪克特别指出宏观经济压力和越来越挑剔的消费者是影响其盈利能力的担忧，导致股价下跌 27%。
With all that in mind, now take a look at what just happened at Dicks earlier today. First of all, its stock is getting absolutely crushed, down 27% before I just started recording.
And why? One word, promotional. The company lowered its outlook amid weakness associated with Foot Locker and an increasingly promotional footwear market. Brands have increased discounting on their own websites.
Legacy sneaker styles just aren't resonating the way they once did, largely due to sticker shock, leading cash strap consumers to shift toward brands such as UGG and Birkenstock.
Foot Locker's Pro former comparable sales fell 3.6% last quarter. Dick stores performed better with nearly 5% growth, but the company still expects elevated discounting to continue through the fourth quarter.
That tells us this is not simply one unsuccessful retailer. The broader sneaker market is becoming more promotional. Brands and retailers have inventory they need to move, while customers, they've become more selective.
So, Dixs specifically cited macroeconomic pressure and increasingly choosy consumers as concerns weighing on their profitability, leading to that 27% share price haircut.