立即打开
疫情让这家电商扭亏为盈,但商业模式遭质疑

疫情让这家电商扭亏为盈,但商业模式遭质疑

王波非(Phil Wahba) 2020年08月11日
分析师警告说,这一增长可能难以持续。

8月5日,家居电商Wayfair在经历了数年的亏损之后终于给出了盈利的业绩答卷,令各种悲观论一扫而空。这一业绩源于居家消费者购物的激增,但分析师警告说,这一增长可能难以持续。

这家线上家居用品零售商的报告称,第二季度营收增长了84%,达到了43亿美元。在疫情期间,美国人开始专注于其家居环境,更倾向于通过在线购物,这一现象也帮助Wayfair斩获了2.739亿美元的利润,而此前公司已经历了漫长的多个季度连续亏损。2019年,该公司营收为91.3亿美元,亏损近10亿美元,也让外界开始质疑其商业模式的长远可行性。

疫情期间,人们逐渐开始担忧实体店面会出现激烈的竞争,而Wayfair则利用了人们从线上采购家居用品的巨大转变。为了吸引新客户并提升现有客户的购物频率,公司在营销方面做出了迅速调整,但外界此前一直批评公司在这一方面投入过多。截至2020年6月30日第二季度末,公司的活跃客户增至2600万,增幅达到了46%。

得益于3月疫情爆发后消费支出的激增,Wayfair的股价今年上涨了两倍多。尽管一位匿名的Reddit用户在线上提出了离奇的阴谋论断,称这家公司参与了儿童拐卖,部分理由在于公司一些在售柜子的名称与失踪儿童同名,但这一言论并未给公司轰动性的季度业绩带来什么影响。

Wayfair股价周三早盘下跌了5%,原因在于一些股东因盈利已够而减持股票,另一些股东则对其业绩的可持续性充满担忧。

由于数千万美国民众基本上都已经完成了家庭办公室的设置工作,而且对其他家具的需求也不大可能有这么大,因此,业界担心Wayfair的这个业绩可能只是昙花一现。

GlobalData Retail的董事总经理尼尔·桑德斯在一则研究纪要中写道:“如果没有有利的因素为其带来更多的客户,Wayfair将开始回归其之前的模式,不得不使用大量的广告和营销来保持顾客的回头率。此举将削弱公司的盈利能力,而且有可能让公司再次出现亏损。”

Wayfair的首席执行官尼拉·希阿预计,受新冠疫情持续的影响,人们无法旅行或参加音乐会,因此会继续在家居美化方面增加投入。希阿称,这一领域正是公司的实力所在,如果客户能够获得良好体验,他们会更愿意掏腰包。

希阿在电话会议中对投资者说:“我们到目前为止所看到的一切表明,即便各大经济体放开限制令,我们的客户依然会专注于家居,而且对Wayfair非常满意。”(财富中文网)

译者:Feb

8月5日,家居电商Wayfair在经历了数年的亏损之后终于给出了盈利的业绩答卷,令各种悲观论一扫而空。这一业绩源于居家消费者购物的激增,但分析师警告说,这一增长可能难以持续。

这家线上家居用品零售商的报告称,第二季度营收增长了84%,达到了43亿美元。在疫情期间,美国人开始专注于其家居环境,更倾向于通过在线购物,这一现象也帮助Wayfair斩获了2.739亿美元的利润,而此前公司已经历了漫长的多个季度连续亏损。2019年,该公司营收为91.3亿美元,亏损近10亿美元,也让外界开始质疑其商业模式的长远可行性。

疫情期间,人们逐渐开始担忧实体店面会出现激烈的竞争,而Wayfair则利用了人们从线上采购家居用品的巨大转变。为了吸引新客户并提升现有客户的购物频率,公司在营销方面做出了迅速调整,但外界此前一直批评公司在这一方面投入过多。截至2020年6月30日第二季度末,公司的活跃客户增至2600万,增幅达到了46%。

得益于3月疫情爆发后消费支出的激增,Wayfair的股价今年上涨了两倍多。尽管一位匿名的Reddit用户在线上提出了离奇的阴谋论断,称这家公司参与了儿童拐卖,部分理由在于公司一些在售柜子的名称与失踪儿童同名,但这一言论并未给公司轰动性的季度业绩带来什么影响。

Wayfair股价周三早盘下跌了5%,原因在于一些股东因盈利已够而减持股票,另一些股东则对其业绩的可持续性充满担忧。

由于数千万美国民众基本上都已经完成了家庭办公室的设置工作,而且对其他家具的需求也不大可能有这么大,因此,业界担心Wayfair的这个业绩可能只是昙花一现。

GlobalData Retail的董事总经理尼尔·桑德斯在一则研究纪要中写道:“如果没有有利的因素为其带来更多的客户,Wayfair将开始回归其之前的模式,不得不使用大量的广告和营销来保持顾客的回头率。此举将削弱公司的盈利能力,而且有可能让公司再次出现亏损。”

Wayfair的首席执行官尼拉·希阿预计,受新冠疫情持续的影响,人们无法旅行或参加音乐会,因此会继续在家居美化方面增加投入。希阿称,这一领域正是公司的实力所在,如果客户能够获得良好体验,他们会更愿意掏腰包。

希阿在电话会议中对投资者说:“我们到目前为止所看到的一切表明,即便各大经济体放开限制令,我们的客户依然会专注于家居,而且对Wayfair非常满意。”(财富中文网)

译者: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.

最新:
  • 热读文章
  • 热门视频
活动
扫码打开财富Plus App