Pencarian Rendah di Internet Tak Menjamin Angka Penjualan Alas Kaki

Tri Cahyo Nugroho

Editor: Tri Cahyo Nugroho

Sejumlah merek perlengkapan olahraga seperti Nike dan Adidas sepertinya tak terpengaruh dengan perilaku pengguna internet. (Dede S Mauladi/Skor.id)
Sejumlah merek perlengkapan olahraga seperti Nike dan Adidas sepertinya tak terpengaruh dengan perilaku pengguna internet. (Dede S Mauladi/Skor.id)

SKOR.idNike, Inc. beberapa waktu lalu melaporkan hasil keuangan untuk kuartal keempat dan tahun fiskal 2024 yang berakhir pada 31 Mei 2024. 

Laporan keuangan perusahaan perlengkapan olahraga asal Beaverton, Oregon, Amerika Serikat (AS), itu secara umum positif. 

Sebut saja pendapatan setahun penuh yang mencapai 51,4 miliar dolar AS dibanding 51,2 miliar dolar AS pada tahun sebelumnya, atau naik 1 persen berdasarkan mata uang netral. 

Pendapatan grosir untuk kuartal keempat adalah 7,1 miliar dolar AS, atau naik 5 persen berdasarkan laporan dan naik 8 persen berdasarkan mata uang netral. 

Sedangkan margin kotor untuk kuartal keempat meningkat 110 basis poin menjadi 44,7 persen. 

Kendati begitu, pendapatan kuartal keempat Nike yang menembus 12,6 miliar dolar AS, turun 2 persen berdasarkan laporan dan tetap datar pada basis mata uang netral.

“Kami menghadapi tantangan jangka pendek secara langsung, sambil membuat kemajuan berkelanjutan di bidang yang paling penting bagi masa depan Nike – melayani atlet melalui inovasi kinerja, bergerak sesuai kecepatan konsumen, dan mengembangkan pasar secara keseluruhan,” kata John Donahoe, Presiden & CEO Nike, Inc dalam rilis resminya. 

“Saya yakin bahwa tim kami menyelaraskan keunggulan kompetitif kami untuk menciptakan dampak yang lebih besar bagi bisnis kami.”

Peningkatan pendapatan grosir Nike yang naik 5 persen di kuartal keempat ini menarik bila melihat grafik pencarian 10 merek alas kaki ternama di seluruh dunia di internet, baik dari desktop maupun mobile web periode Mei 2023 sampai April 2024, yang dirilis Similarweb.

Dalam periode tersebut, persentase pertumbuhan tahunan (Year-of-Year/YoY) pencarian sejumlah merek ternama justru minus. Vans bahkan -22 persen, Nike dan Skechers masing-masing hanya -12 persen, Adidas -10 persen, dan Converse -6 persen.

Terlepas dari dampak signifikan dari hengkangnya Yeezy, penjualan alas kaki Adidas meningkat 4 persen berdasar mata uang netral pada 2023, dengan pertumbuhan dua digit dalam sepak bola serta Spesialist (lari, rugbi, hoki dan lain-lain) dan olahraga khas AS lainnya. 

Peningkatan satu digit pada produk-produk Adidas Originals juga berkontribusi terhadap peningkatan kualitas produk alas kaki. 

Sementara itu, pendapatan Converse – yang menjadi bagian dari Nike sejak 2003 – mencapai 2,1 miliar dolar AS, turun 14 persen berdasarkan laporan dan turun 15 persen berdasarkan mata uang netral. Hal ini terutama disebabkan oleh penurunan penjualan di Amerika Utara dan Eropa Barat. 

Matthew Friend selaku Wakil Presiden Eksekutif dan Chief Financial Officer Nike, Inc. mengatakan, pihaknya terus mendorong keseimbangan yang lebih baik di seluruh portofolio. 

“Meskipun kami terdorong oleh kemajuan kami, hasil kuartal keempat kami menyoroti tantangan yang mendorong kami untuk memperbarui ‘fiskal’ 2025,” tuturnya. 

“Kami mengambil tindakan untuk mengubah posisi Nike menjadi lebih kompetitif, dan mendorong pertumbuhan jangka panjang yang berkelanjutan dan menguntungkan.” 

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