{"id":204616,"date":"2025-12-21T20:27:24","date_gmt":"2025-12-21T12:27:24","guid":{"rendered":"http:\/\/www.htt.hk\/?p=204616"},"modified":"2025-12-21T20:27:24","modified_gmt":"2025-12-21T12:27:24","slug":"%e5%be%b7%e5%9b%bd%e7%99%be%e5%b9%b4%e9%9e%8b%e5%b1%a5%e5%93%81%e7%89%8c-birkenstock-%e6%9c%80%e6%96%b0%e5%b9%b4%e6%8a%a5%ef%bc%9a%e8%90%a5%e6%94%b6%e5%a2%9e%e9%95%bf16%e8%87%b321%e4%ba%bf%e6%ac%a7","status":"publish","type":"post","link":"http:\/\/www.htt.hk\/?p=204616","title":{"rendered":"\u5fb7\u56fd\u767e\u5e74\u978b\u5c65\u54c1\u724c Birkenstock \u6700\u65b0\u5e74\u62a5\uff1a\u8425\u6536\u589e\u957f16%\u81f321\u4ebf\u6b27\u5143"},"content":{"rendered":"\n

\u5fb7\u56fd\u767e\u5e74\u978b\u5c65\u54c1\u724c\u00a0Birkenstock\uff08\u52c3\u80af\uff09<\/strong>\u53d1\u5e03\u622a\u81f39\u670830\u65e5\u76842025\u8d22\u5e74<\/strong>\u4e1a\u7ee9\uff0c\u53d7\u6240\u6709\u4e1a\u52a1\u677f\u5757\u3001\u9500\u552e\u6e20\u9053\u53ca\u4ea7\u54c1\u54c1\u7c7b\u7684\u5f3a\u52b2\u6d88\u8d39\u9700\u6c42\u63a8\u52a8\uff0c\u5168\u8d22\u5e74\u8425\u6536\u540c\u6bd4\u589e\u957f16%\u81f321\u4ebf\u6b27\u5143<\/strong>\uff08\u6309\u4e0d\u53d8\u6c47\u7387\u8ba1\uff1a+18%\uff09\uff0c\u8d85\u51fa\u6b64\u524d\u589e\u957f15%\uff5e17%\u7684\u4e1a\u7ee9\u6307\u5f15\u533a\u95f4\u3002\u4e9a\u592a\u5e02\u573a\u540c\u6bd4\u589e\u957f31%<\/strong>\uff08\u6309\u4e0d\u53d8\u6c47\u7387\u8ba1\uff1a+34%\uff09\u3002<\/p>\n\n\n\n

\u8d22\u62a5\u6307\u51fa\uff0c\u5168\u5e74\u8425\u6536\u589e\u957f\u5f97\u76ca\u4e8e12%\u7684\u9500\u91cf\u589e\u957f<\/strong>\uff0c\u4ee5\u53ca\u6309\u56fa\u5b9a\u6c47\u73875% \u7684\u5e73\u5747\u552e\u4ef7\uff08ASP\uff09\u589e\u957f \u2014\u2014 \u5e73\u5747\u552e\u4ef7\u7684\u63d0\u5347\u6e90\u4e8e\u4ea7\u54c1\u7ed3\u6784\u4f18\u5316\u53ca\u9488\u5bf9\u6027\u8c03\u4ef7\u7b56\u7565\u3002\u95ed\u8dbe\u978b\u589e\u957f\u52bf\u5934\u6301\u7eed\u8d85\u8d8a\u51c9\u978b<\/strong>\uff0c\u6210\u4e3a\u63a8\u52a8\u5e73\u5747\u552e\u4ef7\u4e0a\u6da8\u7684\u91cd\u8981\u56e0\u7d20\uff1b\u5168\u8d22\u5e74\u95ed\u8dbe\u978b\u8425\u6536\u5360\u6bd4\u6bd4\u4e0a\u4e00\u5e74\u63d0\u5347\u4e86500\u4e2a\u57fa\u70b9\u8fbe\u5230 38%<\/strong>\u3002<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

\u5168\u8d22\u5e74\uff0c\u51c0\u5229\u6da6\u540c\u6bd4\u589e\u957f82%\u81f33.48\u4ebf\u6b27\u5143<\/strong>\uff0c\u8c03\u6574\u540e\u51c0\u5229\u6da6\u540c\u6bd4\u589e\u957f44%\u81f33.46\u4ebf\u6b27\u5143\u3002<\/p>\n\n\n\n

2025\u8d22\u5e74\uff0cBirkenstock \u6bdb\u5229\u7387\u63d0\u534730\u4e2a\u57fa\u70b9\u81f359.1%\uff0c\u4e3b\u8981\u5f97\u76ca\u4e8e\u9500\u552e\u4ef7\u683c\u8c03\u6574\uff08\u6263\u9664\u6295\u5165\u6210\u672c\u540e\uff09\u53ca\u751f\u4ea7\u4ea7\u80fd\u5229\u7528\u7387\u63d0\u5347\uff0c\u4f46\u90e8\u5206\u88ab\u6e20\u9053\u7ed3\u6784\u53d8\u5316\u3001\u4e0d\u5229\u6c47\u7387\u6362\u7b97\u53ca\u7f8e\u56fd\u65b0\u589e\u5173\u7a0e\u6240\u62b5\u6d88\u3002<\/p>\n\n\n\n

\u540c\u65f6\uff0c\u5c3d\u7ba1\u53d7\u5168\u5e74\u6c47\u7387\u6362\u7b97\u53ca\u5173\u7a0e\u5f71\u54cd\uff0c\u6574\u4f53\u4e1a\u7ee9\u9762\u4e3470\u4e2a\u57fa\u70b9\u7684\u538b\u529b\uff0c\u4f462025\u8d22\u5e74\u8c03\u6574\u540e EBITDA \u5229\u6da6\u7387\u4ecd\u8fbe31.8%\uff0c\u89e6\u53ca31.3%\uff5e31.8% \u6307\u5f15\u533a\u95f4\u7684\u4e0a\u9650\u3002<\/p>\n\n\n\n

Birkenstock \u9996\u5e2d\u6267\u884c\u5b98\u3001\u516c\u53f8\u8463\u4e8b\u4f1a\u6210\u5458 Oliver Reichert<\/strong> \u8868\u793a\uff1a<\/p>\n\n\n\n

\u201c\u6211\u4eec\u4e3a2025\u8d22\u5e74\u53d6\u5f97\u7684\u4f18\u5f02\u4e1a\u7ee9\u611f\u5230\u81ea\u8c6a \u2014\u2014 \u6309\u4e0d\u53d8\u6c47\u7387\u8ba1\u7b97\uff0c\u8425\u6536\u540c\u6bd4\u589e\u957f18%\uff0c\u8d85\u51fa\u76ee\u6807\u533a\u95f4\uff1b\u8c03\u6574\u540e EBITDA \u5229\u6da6\u7387\u8fbe\u5230\u6307\u5f15\u533a\u95f4\u4e0a\u9650\u3002\u54c1\u724c\u56e2\u961f\u518d\u6b21\u5c55\u73b0\u4e86\u51fa\u8272\u7684\u6267\u884c\u529b\uff0c\u6211\u4eec\u7684\u54c1\u724c\u6301\u7eed\u83b7\u5f97\u6d88\u8d39\u8005\u9752\u7750\u3002\u5728\u6838\u5fc3\u6279\u53d1\u5408\u4f5c\u4f19\u4f34\u773c\u4e2d\uff0c\u6211\u4eec\u7684\u54c1\u724c\u662f\u2018\u5fc5\u5907\u4e4b\u9009\u2019\uff0c\u8fd9\u4e5f\u52a9\u529b\u6211\u4eec\u6301\u7eed\u63d0\u5347\u5e02\u573a\u4efd\u989d\u3002<\/p>\n\n\n\n

2025\u8d22\u5e74\uff0c\u516c\u53f8\u8425\u6536\u521b\u4e0b21\u4ebf\u6b27\u5143\u7684\u5386\u53f2\u65b0\u9ad8\uff0c\u6240\u6709\u4e1a\u52a1\u677f\u5757\u5747\u5b9e\u73b0\u5f3a\u52b2\u4e24\u4f4d\u6570\u589e\u957f\u3002\u6211\u4eec\u5982\u671f\u62d3\u5c55\u4e86\u65b0\u7684\u589e\u957f\u9886\u57df\uff1a\u95ed\u8dbe\u978b\u4e1a\u52a1\u5360\u6bd4\u63d0\u5347500\u4e2a\u57fa\u70b9\u8fbe\u523038%\uff1b\u51c0\u589e30\u5bb6\u81ea\u8425\u95e8\u5e97\uff0c\u4f7f\u95e8\u5e97\u603b\u6570\u589e\u81f397 \u5bb6\uff1b\u4e9a\u592a\u5730\u533a\u4e1a\u52a1\u5360\u6bd4\u63d0\u5347120\u4e2a\u57fa\u70b9\u8fbe\u523011%\u3002<\/p>\n\n\n\n

\u5c55\u671b2026\u8d22\u5e74\uff0c\u6d88\u8d39\u9700\u6c42\u5c06\u6301\u7eed\u5f3a\u52b2\uff0c\u4e24\u4f4d\u6570\u589e\u957f\u6001\u52bf\u6709\u671b\u5ef6\u7eed\u3002\u76ee\u524d\uff0c\u6211\u4eec\u7684\u5168\u7403\u589e\u957f\u4ec5\u53d7\u9650\u4e8e\u4ea7\u80fd\u89c4\u6a21\u53ca\u7ef4\u6301\u4ea7\u54c1\u7a00\u7f3a\u6027\u7684\u6218\u7565\u8003\u91cf\uff0c\u5168\u7403\u6d88\u8d39\u9700\u6c42\u4f9d\u7136\u65fa\u76db<\/strong>\u3002\u201d<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

\u5728\u5206\u6790\u5e08\u7535\u8bdd\u4f1a\u8bae\u4e2d\uff0cOliver Reichert<\/strong> \u8868\u793a\uff0c\u5728\u201c\u5168\u7403\u5173\u7a0e\u4e0e\u56fd\u9645\u8d38\u6613\u5c40\u52bf\u3001\u4e4c\u514b\u5170\u6218\u4e89\u3001\u80fd\u6e90\u5371\u673a\u53ca\u7f8e\u5143\u5927\u5e45\u8d2c\u503c\u201d\u7684\u80cc\u666f\u4e0b\uff0c\u516c\u53f8\u4ecd\u4ea7\u751f\u4e86\u53ef\u89c2\u7684\u73b0\u91d1\u6d41\uff0c\u5e76\u6295\u5165\u8d851.5\u4ebf\u6b27\u5143\u7528\u4e8e\u6269\u5145\u4ea7\u80fd\u3002\u4e0e\u6b64\u540c\u65f6\uff0c\u54c1\u724c\u5728\u7b2c\u56db\u5b63\u5ea6\u5ef6\u7eed\u4e86\u826f\u597d\u7684\u53d1\u5c55\u52bf\u5934\uff0c\u5728 B2B \u548c DTC \u4e24\u5927\u6e20\u9053\u5747\u8868\u73b0\u51fa\u8272\uff0c\u83b7\u5f97\u4e86\u66f4\u591a\u8d27\u67b6\u7a7a\u95f4\u5e76\u63d0\u5347\u4e86\u5e02\u573a\u4efd\u989d\u3002<\/p>\n\n\n\n

\u6b64\u5916\uff0c\u54c1\u724c\u5728\u8fd4\u6821\u5b63\u8868\u73b0\u5f3a\u52b2\uff0c\u201c\u524d\u5341\u5927\u5408\u4f5c\u4f19\u4f34\u7684\u96f6\u552e\u989d\u540c\u6bd4\u589e\u957f\u8d8520%\u201d\uff0c\u4e14\u8fd9\u4e00\u52bf\u5934\u6709\u671b\u6301\u7eed\u81f3\u5047\u65e5\u5b63\u3002Birkenstock B2B \u4e1a\u52a1\u8d8590%\u7684\u589e\u957f\uff0c\u6765\u81ea\u73b0\u6709\u5408\u4f5c\u6e20\u9053\u7684\u5185\u90e8\u589e\u957f\u3002\u201c\u6b63\u4ef7\u9500\u552e\u7387\u662f\u8861\u91cf\u54c1\u724c\u5065\u5eb7\u5ea6\u548c\u9700\u6c42\u7684\u7ec8\u6781\u6307\u6807\uff0c\u6211\u4eec\u4ecd\u4fdd\u6301\u572890%\u4ee5\u4e0a\u201d\uff0cOliver Reichert \u8bf4\u9053\u3002<\/p>\n\n\n\n

\u4ed6\u8fd8\u6307\u51fa\uff0c\u6279\u53d1\u4e1a\u52a1\u7684\u5f3a\u52b2\u589e\u957f\uff0c\u5f97\u76ca\u4e8e\u5e74\u8f7b\u6d88\u8d39\u7fa4\u4f53\uff0c\u4f46\u8fd9\u4e00\u8d8b\u52bf\u4e5f\u8981\u6c42\u54c1\u724c\u5728\u5df2\u9762\u4e34\u4ea7\u80fd\u9650\u5236\u7684\u60c5\u51b5\u4e0b\u751f\u4ea7\u66f4\u591a\u4ea7\u54c1<\/strong>\u3002\u76ee\u524d\uff0c\u9700\u6c42\u6700\u65fa\u76db\u7684\u662f Birkenstock \u7684\u9ad8\u7aef\u6b3e\u5f0f<\/strong>\uff0c\u800c\u8fd9\u4e9b\u6b3e\u5f0f\u9700\u8981\u66f4\u591a\u7684\u751f\u4ea7\u5de5\u5e8f\u3002\u201c\u6279\u53d1\u4e1a\u52a1\u7684\u589e\u957f\u4e0e\u9ad8\u7aef\u5316\u6218\u7565\u7684\u63a8\u8fdb\uff0c\u5171\u540c\u7ed9\u6211\u4eec\u5782\u76f4\u6574\u5408\u7684\u4f9b\u5e94\u94fe\u5e26\u6765\u4e86\u989d\u5916\u538b\u529b\u3002\u6211\u4eec\u9700\u8981\u8d1f\u8d23\u4efb\u5730\u7ba1\u7406\u4ea7\u80fd\u589e\u957f<\/strong>\uff0c\u8fd9\u4e5f\u662f\u6211\u4eec\u5c062026\u8d22\u5e74\u589e\u957f\u7387\u8bbe\u5b9a\u572813%\uff5e15%\u5de6\u53f3\u7684\u539f\u56e0\u3002\u201d<\/p>\n\n\n\n

\u622a\u81f312\u670818\u65e5\u6536\u76d8\uff0cBirkenstock \u80a1\u4ef7\u8f83\u4e0a\u4e00\u4ea4\u6613\u65e5\u4e0b\u6ed111.34%\u81f341.14\u7f8e\u5143\uff0c\u6700\u65b0\u5e02\u503c\u4e3a75.66\u4ebf\u7f8e\u5143<\/strong>\uff0c\u8fc7\u53bb\u4e00\u5e74\u80a1\u4ef7\u7d2f\u8ba1\u4e0b\u6ed128.03%\u3002<\/p>\n\n\n\n

\u622a\u81f32025\u5e749\u670830\u65e5\uff0cBirkenstock 2025\u8d22\u5e74\u5173\u952e\u8d22\u52a1\u6570\u636e\u5982\u4e0b\uff1a<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u2014\u2014 \u6309\u6e20\u9053\uff1a<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
    \n
  • B2B\uff1a\u589e\u957f\u52a8\u529b\u6765\u81ea\u6838\u5fc3\u5408\u4f5c\u4f19\u4f34\u7684\u5f3a\u52b2\u9700\u6c42\u53ca\u4ea7\u54c1\u52a8\u9500\u7387\u3002\u6b64\u5916\uff0c\u589e\u957f\u4e3b\u8981\u6e90\u4e8e\u73b0\u6709\u5408\u4f5c\u6e20\u9053\u5185\u7684\u4e1a\u7ee9\u63d0\u5347\uff0c\u5f97\u76ca\u4e8e\u54c1\u724c\u4ea7\u54c1\u7cfb\u5217\u7684\u6269\u5145\u53ca\u6838\u5fc3\u5408\u4f5c\u4f19\u4f34\u5904\u7684\u9ad8\u6b63\u4ef7\u52a8\u9500\u7387\uff1b<\/li>\n\n\n\n
  • DTC\uff1a2025\u8d22\u5e74\uff0c\u516c\u53f8\u8fdb\u4e00\u6b65\u6269\u5927\u81ea\u8425\u95e8\u5e97\u5e03\u5c40\uff0c\u65b0\u589e30\u5bb6\u81ea\u8425\u95e8\u5e97\uff0c\u622a\u81f3\u5e74\u672b\u81ea\u8425\u96f6\u552e\u95e8\u5e97\u603b\u6570\u8fbe97\u5bb6\u3002<\/li>\n<\/ul>\n\n\n\n

    \u2014\u2014 \u6309\u5e02\u573a\uff1a<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
      \n
    • \u7f8e\u6d32\u5e02\u573a\uff1a\u5f3a\u52b2\u7684\u4e24\u4f4d\u6570\u589e\u957f\u7531\u00a0B2B \u6e20\u9053<\/strong>\u4e3b\u5bfc\uff0c\u516c\u53f8\u5728\u6838\u5fc3\u5408\u4f5c\u4f19\u4f34\u5904\u7684\u5e02\u573a\u4efd\u989d\u6301\u7eed\u63d0\u5347\uff1b\u672c\u8d22\u5e74\u65b0\u589e6\u5bb6\u81ea\u8425\u95e8\u5e97\uff0c\u4f7f\u7f8e\u6d32\u5730\u533a\u81ea\u8425\u95e8\u5e97\u603b\u6570\u8fbe14\u5bb6\u3002<\/li>\n\n\n\n
    • EMEA \u5e02\u573a\uff1aB2B<\/strong>\u00a0\u6e20\u9053\u662f\u8fd9\u4e00\u5730\u533a\u5e02\u573a\u7684\u4e3b\u8981\u589e\u957f\u5f15\u64ce\uff1b\u672c\u8d22\u5e74\u51c0\u65b0\u589e8\u5bb6\u81ea\u8425\u95e8\u5e97\uff0c\u4f7f\u6b27\u6d32\u3001\u4e2d\u4e1c\u548c\u975e\u6d32\u5730\u533a\u95e8\u5e97\u603b\u6570\u8fbe42\u5bb6\u3002<\/li>\n\n\n\n
    • \u4e9a\u592a\u5e02\u573a\uff1a\u672c\u8d22\u5e74\u65b0\u589e16\u5bb6\u81ea\u8425\u95e8\u5e97<\/strong>\uff0c\u4f7f\u4e9a\u592a\u5730\u533a\u95e8\u5e97\u603b\u6570\u8fbe41\u5bb6\uff1b\u6b64\u5916\uff0c\u5355\u54c1\u724c\u5408\u4f5c\u95e8\u5e97\u6570\u91cf\u540c\u6bd4\u589e\u957f\u8d8515%\u3002<\/li>\n<\/ul>\n\n\n\n

      \u5c55\u671b\u622a\u81f32026\u5e749\u670830\u65e5\u76842026\u8d22\u5e74\uff0cBirkenstock\uff1a<\/strong><\/p>\n\n\n\n

        \n
      • \u5728\u5168\u7403\u65b0\u589e\u7ea640\u5bb6\u81ea\u8425\u96f6\u552e\u95e8\u5e97\uff1b<\/li>\n\n\n\n
      • \u8425\u6536\u540c\u6bd4\u589e\u957f10%\uff5e12%\uff0c\u4ecb\u4e8e23.0\uff5e23.5\u4ebf\u6b27\u5143\uff0c\u6309\u4e0d\u53d8\u6c47\u7387\u8ba1\uff0c\u589e\u957f13%\uff5e15%\uff1b<\/li>\n\n\n\n
      • \u8c03\u6574\u540e EBITDA \u4e0d\u4f4e\u4e8e7\u4ebf\u6b27\u5143\uff0c\u5bf9\u5e94\u8c03\u6574\u540e EBITDA \u5229\u6da6\u7387 30%\uff5e30.5%\u3002<\/li>\n<\/ul>\n\n\n
        \n
        \"\"<\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"

        \u5fb7\u56fd\u767e\u5e74\u978b\u5c65\u54c1\u724c\u00a0Birkenstock\uff08\u52c3\u80af\uff09\u53d1\u5e03\u622a\u81f39\u670830\u65e5\u76842025\u8d22\u5e74\u4e1a\u7ee9\uff0c\u53d7\u6240\u6709\u4e1a\u52a1\u677f\u5757\u3001\u9500\u552e\u6e20\u9053 […]<\/p>\n","protected":false},"author":3,"featured_media":204617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-204616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-qyzx"],"_links":{"self":[{"href":"http:\/\/www.htt.hk\/index.php?rest_route=\/wp\/v2\/posts\/204616","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.htt.hk\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.htt.hk\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.htt.hk\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/www.htt.hk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=204616"}],"version-history":[{"count":1,"href":"http:\/\/www.htt.hk\/index.php?rest_route=\/wp\/v2\/posts\/204616\/revisions"}],"predecessor-version":[{"id":204618,"href":"http:\/\/www.htt.hk\/index.php?rest_route=\/wp\/v2\/posts\/204616\/revisions\/204618"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.htt.hk\/index.php?rest_route=\/wp\/v2\/media\/204617"}],"wp:attachment":[{"href":"http:\/\/www.htt.hk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=204616"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.htt.hk\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=204616"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.htt.hk\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=204616"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}