100亿美元，梅西百货将如何实现这个电商目标？
梅西百货（Macy's）经历了可怕的一年：在新冠疫情期间，梅西百货本已举步维艰的业绩再遭重创。对这家老牌百货商店来说，电商业务成为一大纾困之源。
长期以来，梅西百货一直是强劲的在线零售商。2月23日，梅西百货表示，假日季在线销售增长了21%，占到了销售额的近一半，弥补了实体店销售额的下滑势头。此外，该季度可比销售额（包括电商成绩在内）下降了17%。
梅西百货在数字零售商中排在前十位。其表示，公司的数字销售额可以在三年内达到100亿美元——而在2020年，这一数字约为76亿美元。梅西百货在美国鞋类和服装在线销售方面的业绩仅次于亚马逊（Amazon）。
2月23日，梅西百货的首席执行官杰夫•根内特告诉《财富》杂志，公司将实现里程碑式的革新：在线上商店中对分类样式和大小进行扩充，使其比线下门店更丰富，让其销售的品牌直接向顾客运送更多商品，添加更多的品牌和产品类别，在更大程度上利用线下门店来帮助达成线上订单。上个季度，梅西百货25%的在线订单由实体店辅助完成。实体店或给顾客提供取货服务，或用店内库存来给线上渠道填货——这两种方式对利润起到了提振作用。
“我们的业务能够盈利，而且还在增长。”根内特说。梅西百货的首席财务官阿德里安•米切尔表示，现在梅西的电商业务比线下门店业务利润更高。
与此同时，虽然梅西百货打算继续关闭较低级别商场的125家线下门店，但在与华尔街分析师的电话会议上，该公司的高管们仍然为门店在运营中的作用作了辩解。
门店充当了梅西百货的广告牌和营销工具，提醒消费者它的存在。米切尔表示，梅西百货的人均在线销售额约为其所在市场人均销售额两到三倍。此外，根内特还说，梅西百货一直在尝试小型商店模式，这有助于“回填”其没有门店的市场，并减轻风险。
对梅西百货而言，其剩余的线下门店将是维持电商业务、保持客户注意力，并为他们提供“比在线购物更令人兴奋的事物”之关键。根内特认为，他斥资100亿美元推动电商业务解决了客户长期以来的抱怨，这对门店来说也是一个重大利好。
根内特说：“面对凌乱不堪的门店销售情况，这是一个精简它们的机会，减少重复，清空‘过道’。”
门店将是维持梅西百货主要业务来源的关键所在。GlobalData公司的总经理尼尔•桑德斯在一份研究报告中指出：“梅西百货大多数门店的标准都简直令人震惊。”
梅西百货推动电商业务的另一个好处是：它将减少公司对服装的依赖——这是疫情期间消费者支出中受冲击最严重的业务之一。电商的发展将扩大梅西百货在家居用品和美容等增长领域的研究。通过让外部品牌自己来完成更多的订单，该公司得以免于购买和处理额外的库存。从逻辑上来说，梅西将在更快进入热门品类这方面更加灵活。
“我相信，随着时间的推移，服装在我们整体业务中所占的比例将继续下降。”根内特说道。
幸运的是，梅西百货多年来一直在增强自己的电商实力，成为首批提供实体店提货服务的大型零售商之一。现在，这家百货公司正试图从历史上最大的危机风暴中恢复过来——这将更加依赖其数字实力。而且，该公司还将面对更强大的竞争对手：其于2月23日公布的计划，在很大程度上与诺德斯特龙（Nordstrom）本月早些时候宣布的计划相呼应。
2020年，梅西百货的净销售额下降29%，至173.5亿美元，净亏损39亿美元。该公司预计今年的销售额将增长20%，从表面上看，这已经相当不容易。但退一万步讲，梅西百货倘若真实现了这一目标，销售额仍然要比2019年的水平低40多亿美元。因此，梅西百货的确需要电商的推动来获得回报。
根内特说：“在‘所有我们知道的事情’上，我们仍然有机会向前推进，保持这种增长势头。”（财富中文网）
编译：杨二一
梅西百货（Macy's）经历了可怕的一年：在新冠疫情期间，梅西百货本已举步维艰的业绩再遭重创。对这家老牌百货商店来说，电商业务成为一大纾困之源。
长期以来，梅西百货一直是强劲的在线零售商。2月23日，梅西百货表示，假日季在线销售增长了21%，占到了销售额的近一半，弥补了实体店销售额的下滑势头。此外，该季度可比销售额（包括电商成绩在内）下降了17%。
梅西百货在数字零售商中排在前十位。其表示，公司的数字销售额可以在三年内达到100亿美元——而在2020年，这一数字约为76亿美元。梅西百货在美国鞋类和服装在线销售方面的业绩仅次于亚马逊（Amazon）。
2月23日，梅西百货的首席执行官杰夫•根内特告诉《财富》杂志，公司将实现里程碑式的革新：在线上商店中对分类样式和大小进行扩充，使其比线下门店更丰富，让其销售的品牌直接向顾客运送更多商品，添加更多的品牌和产品类别，在更大程度上利用线下门店来帮助达成线上订单。上个季度，梅西百货25%的在线订单由实体店辅助完成。实体店或给顾客提供取货服务，或用店内库存来给线上渠道填货——这两种方式对利润起到了提振作用。
“我们的业务能够盈利，而且还在增长。”根内特说。梅西百货的首席财务官阿德里安•米切尔表示，现在梅西的电商业务比线下门店业务利润更高。
与此同时，虽然梅西百货打算继续关闭较低级别商场的125家线下门店，但在与华尔街分析师的电话会议上，该公司的高管们仍然为门店在运营中的作用作了辩解。
门店充当了梅西百货的广告牌和营销工具，提醒消费者它的存在。米切尔表示，梅西百货的人均在线销售额约为其所在市场人均销售额两到三倍。此外，根内特还说，梅西百货一直在尝试小型商店模式，这有助于“回填”其没有门店的市场，并减轻风险。
对梅西百货而言，其剩余的线下门店将是维持电商业务、保持客户注意力，并为他们提供“比在线购物更令人兴奋的事物”之关键。根内特认为，他斥资100亿美元推动电商业务解决了客户长期以来的抱怨，这对门店来说也是一个重大利好。
根内特说：“面对凌乱不堪的门店销售情况，这是一个精简它们的机会，减少重复，清空‘过道’。”
门店将是维持梅西百货主要业务来源的关键所在。GlobalData公司的总经理尼尔•桑德斯在一份研究报告中指出：“梅西百货大多数门店的标准都简直令人震惊。”
梅西百货推动电商业务的另一个好处是：它将减少公司对服装的依赖——这是疫情期间消费者支出中受冲击最严重的业务之一。电商的发展将扩大梅西百货在家居用品和美容等增长领域的研究。通过让外部品牌自己来完成更多的订单，该公司得以免于购买和处理额外的库存。从逻辑上来说，梅西将在更快进入热门品类这方面更加灵活。
“我相信，随着时间的推移，服装在我们整体业务中所占的比例将继续下降。”根内特说道。
幸运的是，梅西百货多年来一直在增强自己的电商实力，成为首批提供实体店提货服务的大型零售商之一。现在，这家百货公司正试图从历史上最大的危机风暴中恢复过来——这将更加依赖其数字实力。而且，该公司还将面对更强大的竞争对手：其于2月23日公布的计划，在很大程度上与诺德斯特龙（Nordstrom）本月早些时候宣布的计划相呼应。
2020年，梅西百货的净销售额下降29%，至173.5亿美元，净亏损39亿美元。该公司预计今年的销售额将增长20%，从表面上看，这已经相当不容易。但退一万步讲，梅西百货倘若真实现了这一目标，销售额仍然要比2019年的水平低40多亿美元。因此，梅西百货的确需要电商的推动来获得回报。
根内特说：“在‘所有我们知道的事情’上，我们仍然有机会向前推进，保持这种增长势头。”（财富中文网）
编译：杨二一
In a horrible year for Macy's, during which the pandemic decimated its already struggling business, one big source of relief for the department store operator came from its e-commerce operations.
Macy's—long a strong online retailer—said on February 23 that online sales rose 21% during the holiday quarter and generated almost half of its sales, blunting the sales drop at its physical stores. Comparable sales including e-commerce fell 17% in the quarter.
Already a top 10 digital retailer, Macy's now says it can get to $10 billion in digital sales within three years, up from about $7.6 billion in 2020. (It lags behind only Amazon in online U.S. shoe and clothing sales.)
Macy's CEO Jeff Gennette told Fortune on February 23 that the company would hit that milestone by widening its online assortment with more styles and sizes than it carries in stores, having the brands Macy’s sells ship more items directly to customers, adding more brands and product categories, and using its stores to an even greater degree to help it fill orders. Last quarter, stores helped fill 25% of Macy's online orders either by having shoppers come to retrieve them or using store inventory to fill them, two things that bolster profits.
"We have a profitable business, and it’s growing," said Gennette. His finance chief, Adrian Mitchell, said Macy's e-commerce business was now more profitable than its stores business.
At the same time, Macy's executives on a conference call with Wall Street analysts defended the role of stores in its operations, even as the retailer continues to close 125 stores in lower-tier malls.
Stores act as billboards and marketing tools for Macy's and remind shoppers it exists. Mitchell said Macy's online sales per capita were around twice or three times higher in markets where it has stores. (Macy's has been tinkering with a small-store format that Gennette says could help it "backfill" markets where it doesn't have stores and mitigate that risk.)
Macy's remaining stores will remain key to supporting its e-commerce, sustaining customer awareness, and offering them something more exciting than online shopping. And Gennette sees a key benefit there for stores from his $10 billion e-commerce push in addressing a long-held customer gripe.
"They were cluttered, so this is an opportunity to get them streamlined, cut out a lot of duplication, get things out of the aisle," Gennette said.
That will be key to protecting the venue in which Macy's still gets the bulk of its business: stores. GlobalData managing director Neil Saunders said in a research note, "Standards in most Macy’s shops, for example, are little short of appalling."
Another benefit to Macy's e-commerce push: It will reduce the chain's reliance on clothing, one of the hardest-hit parts of consumer spending during the pandemic, and allow it to expand its research in growing areas like home goods and beauty. By having outside brands fill more orders themselves and spare Macy's from having to buy and deal with extra inventory, the logic goes, Macy's will be more flexible in getting into hot categories faster.
"Apparel, I believe, over time is going to continue to shrink as a percentage of our overall business," he says.
Luckily for Macy's, the company has been building up its e-commerce muscle for years, being one of the first big retailers to facilitate in-store pickup of online orders. Now, as the department store looks to recover from the biggest storm in its history, it will rely on its digital prowess even more. And face stronger competitors: Much of what Macy's outlined on February 23 echoes what Nordstrom, for one, announced earlier this month.
Macy's net sales fell 29% in 2020 to $17.35 billion, and it suffered a net loss of $3.9 billion. It expects sales to rise as much as 20% this year, which on the face of it seems impressive. But even if that happens, and it's a big if, that would still leave it more than $4 billion below 2019 levels. So it really needs the e-commerce push to pay off.
"We have the opportunity to push the gas on all the things we know maintain this growth," Gennette said.
