上周三,塔吉特再次拿出了令人眼前一亮的季度財務業績,向外界展示了其商品和電商策略出色的效果,也讓這家折扣連鎖店擊敗了其同行,尤其是像沃爾瑪和科爾士這樣的長期競爭對手。
由于其新家居裝飾、Good & Gather食品品牌以及Cat & Jack兒童服飾線的大賣,塔吉特第三季度總體可比銷售額增長了20.7%。Consensus Metrix稱,這一增幅幾乎是分析師此前預測額11.6%的兩倍,推動公司股價在盤前交易中上揚了2.5%。得益于其對同日達遞送服務的投資以及疫情期間備受購物者喜愛的路邊取貨方案,數字銷售額增長了155%。
Gordon Haskett的一名分析師恰克?格羅姆在紀要中寫道:“很明顯,塔吉特不僅僅獲得了新客戶,同時還留住了他們。隨著我們邁入2021年,這一點至關重要。”
沃爾瑪本周亦給出了強勁的業績,其電商業務增長了78%,整體可比銷售增長了6.4%。由于雜貨業務占到了沃爾瑪銷售的半壁江山,而且顧客在店面購買此類貨物的數量通常要多于其他門類,因此沃爾瑪在這一塊很難實現大幅增長。
這兩個連鎖品牌均擁有龐大的產品門類,疫情期間,購物者合并了其出行計劃以減少店內購物時間,這意味著它們獲得了原屬于弱小競爭對手的市場份額。
然而,塔吉特在其中一個領域輕易地擊敗了沃爾瑪和其他大多數零售商,那就是吸引顧客進入店面,這種能力在疫情期間實屬難能可貴。塔吉特實體店面的可比銷售增長了9.9%。
到店購物者數量增長了4.5%,這一點得益于公司過去三年中所開展的70億美元項目,涵蓋店面翻修和美化;改善吸引客流量的門類,例如美容產品;更加專注于規模較小但十分重要的食品業務。作為對比,沃爾瑪的店面可比銷售僅溫和增長了0.7%,而交易數量則出現大幅下滑。
塔吉特在其產品的視覺展示方面投入了大量資金,也讓購物體驗變得更具誘惑力,這對于依賴沖動型消費的塔吉特來說尤為重要。
GlobalData董事總經理內爾?桑德斯說:“能夠以一種愉悅的體驗來吸引消費者是零售業獲得成功的標志之一,在疫情期間更是如此。”
很大一部分吸引力源于塔吉特在疫情前對新家居產品的偶然投資,而且剛好趕上了讓其他零售商亦受益的家居改善熱,例如家得寶和勞氏。
塔吉特首席執行官布萊恩?康奈爾在媒體電話會上對記者說:“家居將繼續成為公司的關注點。由于長時間呆在家中,賓客們會花更多的時間做飯,更換家居裝飾。”康奈爾稱,家居產品銷售業績在上個季度提升了25%左右。
塔吉特從競爭對手那里搶奪的市場份額涵蓋以下門類:電子產品,增幅超過50%;服裝,增幅達到了10%(科爾士因此受累,稱其第三季度下滑了14%)以及美容產品。
塔吉特第三季度凈利潤增至10.1億美元,而去年同期為7.14億美元。總營收同比增長21.3%,達到226.3億美元,大幅超過了此前估計的209.3億美元。
康奈爾預計塔吉特的態勢將得以持續,因為假日購物季將于下周的黑五開始打響,尤其是玩具和電子產品門類。
他說:“很多人都已開始提前購物,但我們確實希望[購物]能夠均衡地分布于整個假日季。然而,由于人們希望好好慶祝一下這個節日,因此我們預計會出現大量的贈禮消費。”(財富中文網)
譯者:馮豐
審校:夏林
上周三,塔吉特再次拿出了令人眼前一亮的季度財務業績,向外界展示了其商品和電商策略出色的效果,也讓這家折扣連鎖店擊敗了其同行,尤其是像沃爾瑪和科爾士這樣的長期競爭對手。
由于其新家居裝飾、Good & Gather食品品牌以及Cat & Jack兒童服飾線的大賣,塔吉特第三季度總體可比銷售額增長了20.7%。Consensus Metrix稱,這一增幅幾乎是分析師此前預測額11.6%的兩倍,推動公司股價在盤前交易中上揚了2.5%。得益于其對同日達遞送服務的投資以及疫情期間備受購物者喜愛的路邊取貨方案,數字銷售額增長了155%。
Gordon Haskett的一名分析師恰克?格羅姆在紀要中寫道:“很明顯,塔吉特不僅僅獲得了新客戶,同時還留住了他們。隨著我們邁入2021年,這一點至關重要。”
沃爾瑪本周亦給出了強勁的業績,其電商業務增長了78%,整體可比銷售增長了6.4%。由于雜貨業務占到了沃爾瑪銷售的半壁江山,而且顧客在店面購買此類貨物的數量通常要多于其他門類,因此沃爾瑪在這一塊很難實現大幅增長。
這兩個連鎖品牌均擁有龐大的產品門類,疫情期間,購物者合并了其出行計劃以減少店內購物時間,這意味著它們獲得了原屬于弱小競爭對手的市場份額。
然而,塔吉特在其中一個領域輕易地擊敗了沃爾瑪和其他大多數零售商,那就是吸引顧客進入店面,這種能力在疫情期間實屬難能可貴。塔吉特實體店面的可比銷售增長了9.9%。
到店購物者數量增長了4.5%,這一點得益于公司過去三年中所開展的70億美元項目,涵蓋店面翻修和美化;改善吸引客流量的門類,例如美容產品;更加專注于規模較小但十分重要的食品業務。作為對比,沃爾瑪的店面可比銷售僅溫和增長了0.7%,而交易數量則出現大幅下滑。
塔吉特在其產品的視覺展示方面投入了大量資金,也讓購物體驗變得更具誘惑力,這對于依賴沖動型消費的塔吉特來說尤為重要。
GlobalData董事總經理內爾?桑德斯說:“能夠以一種愉悅的體驗來吸引消費者是零售業獲得成功的標志之一,在疫情期間更是如此。”
很大一部分吸引力源于塔吉特在疫情前對新家居產品的偶然投資,而且剛好趕上了讓其他零售商亦受益的家居改善熱,例如家得寶和勞氏。
塔吉特首席執行官布萊恩?康奈爾在媒體電話會上對記者說:“家居將繼續成為公司的關注點。由于長時間呆在家中,賓客們會花更多的時間做飯,更換家居裝飾。”康奈爾稱,家居產品銷售業績在上個季度提升了25%左右。
塔吉特從競爭對手那里搶奪的市場份額涵蓋以下門類:電子產品,增幅超過50%;服裝,增幅達到了10%(科爾士因此受累,稱其第三季度下滑了14%)以及美容產品。
塔吉特第三季度凈利潤增至10.1億美元,而去年同期為7.14億美元。總營收同比增長21.3%,達到226.3億美元,大幅超過了此前估計的209.3億美元。
康奈爾預計塔吉特的態勢將得以持續,因為假日購物季將于下周的黑五開始打響,尤其是玩具和電子產品門類。
他說:“很多人都已開始提前購物,但我們確實希望[購物]能夠均衡地分布于整個假日季。然而,由于人們希望好好慶祝一下這個節日,因此我們預計會出現大量的贈禮消費。”(財富中文網)
譯者:馮豐
審校:夏林
On Wednesday, Target reported another set of blistering quarterly financial results that show how well its merchandise and e-commerce strategies are working, enabling the discount chain to outdo its peers, notably longtime rivals such as Walmart and Kohl’s.
Comparable sales at Target rose 20.7% in the quarter ended Oct. 31, stemming from the popularity of its newer home furnishings, its Good & Gather food brand, and the Cat & Jack kids’ clothing line. That was nearly twice the 11.6% growth analysts had been expecting, according to Consensus Metrix, sending shares up 2.5% in premarket trading. Digital sales rose 155% thanks to its investments in same-day delivery and curbside pickup options that are popular with shoppers during the pandemic.
“It’s clear that Target is not only gaining new customers but also retaining them, which will be critical as we move into 2021,” Chuck Grom, an analyst with Gordon Haskett, wrote in a note.
Walmart also reported strong numbers earlier this week, with e-commerce rising 78% and overall comparable sales rising 6.4%. Because groceries represent half of Walmart’s sales and are typically something people still buy in store much more than other categories, an astronomical lift is harder for Walmart to pull off.
Both chains, with their massive product assortments, have benefited from shoppers consolidating trips to reduce time in stores during the pandemic, meaning they’ve taken market share from weaker rivals.
But one crucial area where Target handily bested Walmart and most other retailers, was its ability to get people into stores, a feat all the more remarkable during a pandemic. Comparable sales at Target’s physical stores were up 9.9%.
And shopper visits rose 4.5%, the benefit of a $7 billion program in the past three years to remodel and beautify its stores, improve categories that drive customer traffic like beauty products, and better focus its smaller but important food offering. In contrast, at Walmart, store comparable sales were up a modest 0.7%, while the number of transactions was way down.
Target has invested heavily in the visual presentation of its products, making shopping enticing, all the more crucial given how much it relies on impulse purchases.
“Being able to draw people in for fun is one of the hallmarks of retail success, especially during a pandemic,” said Neil Saunders, managing director of GlobalData.
A big draw has been Target’s fortuitous investment pre-pandemic on new home products, just in time for a spending boom on home improvement that has lifted other retailers like Home Depot and Lowe’s, as well.
“Home continues to be a focal point,” Target CEO Brian Cornell told reporters on a media call. “With all that time at home, guests are cooking more and replacing home decor.” Cornell said home goods sales rose by a mid-20s percentage last quarter.
Other categories where Target is taking market share from rivals: electronics, up more than 50%; clothing sales, up 10% (hurting rivals like Kohl’s, which reported a 14% drop in third-quarter sales); and beauty products.
Target’s net earnings rose in the quarter to $1.01 billion, from $714 million a year earlier. Total revenue surged 21.3% to $22.63 billion, easily beating estimates for $20.93 billion.
Cornell expects Target’s momentum to continue as the peak holiday shopping season gets going next week with Black Friday, especially in categories like toys and electronics.
“Many have started to shop earlier, and we do expect [shopping] to be spread out during the holiday season. But they are looking to celebrate,” he said. “We expect a lot of gift-giving.”