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Peloton公司难以延续疫情期间的繁荣

Finimize

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Finimize
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发生了什么事情?

Peloton公司在上周末公布的季度财报不及市场预期,看起来其订阅用户对追求最新的健身内容的热情失去了动力。

这意味着什么?

上个季度开始,健身房恢复了运营,家庭用健身器材失去了用户的青睐,Peloton公司的营收增长急剧下滑。

加上Peloton公司对跑步机召回的高昂成本,该公司的亏损超市场预期。

Peloton在本季度的盈利也不乐观:Peloton公司刚刚将昂贵的健身自行车的价格下调了20%,试图吸引客户重新使用其产品,并将业务转向利润更低的跑步机上。

Peloton公司感受到痛也许是一件好事,因为仍有新问题袭来:该公司透露发现对库存产品的估值方式存在问题。

这个问题并不会改变Peloton公司之前公布的任何季度财报,不过肯定会让投资者吓出一身大汗。

为何值得关注?

对于市场而言:股价大跌

Peloton公司的股价在2020年大涨,由于人们在居家令期间在家健身,该公司的股价上涨了逾400%。

在公布了不及市场预期的季度财报后,Peloton公司的股价在周五下跌近10%,这只不过是今年下跌的重演:Peloton公司的市值今年蒸发了超30%。

更大的图景:竞争对手加入

更糟糕的是,Peloton公司在去年还能独霸“互联网健身”这一市场,目前却不得不与同类公司Hydrow公司、Tonal公司和Lululemon旗下的Mirror公司直接竞争。

而这些竞争对手已经将Peloton公司逼到墙角:Peloton公司在上周的健身自行车降价是不到一年时间里的第二次价格下调,同时该公司在销售和市场营销上所花费的金钱按年同比几乎为去年的三倍。

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