蒂芙尼（Tiffany & Co）于上周三發(fā)布的季度銷售額再一次令人失望，他們向投資者發(fā)出警告，表示由于游客在珠寶和低價(jià)飾品上的花費(fèi)降低，類似的情況預(yù)計(jì)還會(huì)在未來出現(xiàn)。

這家以羅賓鳥蛋藍(lán)的盒子而著稱的珠寶商表示，排除匯率變動(dòng)影響后，公司的全球同店銷售額，或網(wǎng)店以及開張一年以上的門店銷售額，在第一季度下跌了9%。Consensus Metrix報(bào)道稱，這樣的下滑幅度幾乎是分析師預(yù)測(cè)的兩倍。

自從2008-09年全球金融危機(jī)遭遇低谷后，這是蒂芙尼季度銷售額下滑最嚴(yán)重的一次。

除了貢獻(xiàn)五分之一銷售額的日本之外，蒂芙尼在其他市場(chǎng)的銷售額都出現(xiàn)了下滑。蒂芙尼的高管認(rèn)為：“本地消費(fèi)者和外國(guó)游客的消費(fèi)都持續(xù)疲軟。”

由于美元開始走弱，蒂芙尼近年來積極擴(kuò)張，希望從中國(guó)游客和其他國(guó)際游客那里贏得商機(jī)。有鑒于此，目前的現(xiàn)象對(duì)這個(gè)零售商來說是個(gè)大問題。

在蒂芙尼的第二大市場(chǎng)亞太地區(qū)，公司的同店銷售額下跌了15%，因?yàn)橹袊?guó)大陸的游客前往香港等中轉(zhuǎn)站購(gòu)買商品，從而大大減少了消費(fèi)。歐洲的銷量情況與此類似。美國(guó)是蒂芙尼的本土市場(chǎng)，也是迄今為止公司最大的市場(chǎng)。在這里，游客貢獻(xiàn)了25%的銷售額。而在整個(gè)美洲市場(chǎng)，同店銷售額下跌了10%。

蒂芙尼并不是唯一銷量下滑的商家：從梅西百貨（Macy’s）到尼曼（Neiman Marcus）在內(nèi)的零售商都表示近來游客消費(fèi)減少，嚴(yán)重影響了他們的收入。蒂芙尼的一位負(fù)責(zé)投資者關(guān)系的高管在上周三的電話會(huì)議上對(duì)華爾街的分析師表示，公司預(yù)計(jì)宏觀經(jīng)濟(jì)因素對(duì)珠寶商的沖擊會(huì)“在某個(gè)時(shí)刻”減輕。

蒂芙尼可以控制的因素之一，是其售價(jià)低于500美元、卻貢獻(xiàn)了銷售額四分之一的銀首飾。不過盡管公司花費(fèi)很大功夫去提高這一系列產(chǎn)品，效果卻仍舊不明顯。

去年，蒂芙尼重新推出了手表業(yè)務(wù)，試圖讓公司煥發(fā)生機(jī)，《財(cái)富》曾對(duì)此予以了報(bào)道。最近，蒂芙尼又?jǐn)y手奢侈品網(wǎng)店Net-A-Porter，在170個(gè)國(guó)家的網(wǎng)絡(luò)上出售珠寶。但公司只有6%的銷售額來自于網(wǎng)絡(luò)。

然而現(xiàn)在還有更多的挑戰(zhàn)在等待著蒂芙尼。公司下調(diào)了2016年的收益預(yù)期，如今預(yù)計(jì)全年的每股收益將有5%左右的下跌。而起初的預(yù)計(jì)是每股收益不變，或最多有5%的下跌。

僅僅過了一個(gè)季度，公司就開始下調(diào)年度預(yù)期，這可是個(gè)不尋常的壞消息：這意味著蒂芙尼不認(rèn)為自己能彌補(bǔ)第一季度的損失了。（財(cái)富中文網(wǎng)）

譯者：嚴(yán)匡正

Tiffany & Co once again reported disappointing quarterly sales and warned investors on last Wednesday to expect more of the same as tourist spending on jewelry and sales of lower-priced items slows.

The jeweler, famed for its robin’s-egg-blue boxes, said global comparable sales, or sales at stores open at least a year plus online, fell 9% globally in the first quarter, stripping out currency fluctuations. That was almost double what analysts expected, according to Consensus Metrix.

It was also Tiffany’s sharpest drop in quarterly sales since the depths of the global financial crisis in 2008-09.

Sales fell in every market but Japan, which generates about one-fifth of sales, and Tiffany executives blamed a “continuation of softness in spending by both local customers and foreign tourists.”

That’s a major problem for a retailer that has expanded aggressively in recent years, hoping to win business from Chinese and other travelers across the world as the strength of the greenback translates into fewer U.S. dollars.

Tiffany’s same-store sales in the Asia Pacific region, its second-biggest market, plummeted 15% as mainland Chinese visitors to hubs like Hong Kong sharply reduced their spending. European sales suffered a similar fate. In the U.S., Tiffany’s home market and by far its largest, tourists account for 25% of sales. For the Americas as whole, comparable sales dropped 10%.

Tiffany is not alone: Retailers from Macy’s to Neiman Marcus have said that lower tourist spending is cutting deep into their business these days. A Tiffany investor relations executive told Wall Street analysts on a conference call last Wednesday that the company expects the macro-economic factors hitting the jeweler will abate “at some point.”

One factor that is within Tiffany’s control is its assortment of silvery jewelry items that cost less than $500 and account for about one-quarter of sales. But despite big efforts to improve that assortment, results there have remained soft.

In the last year, Tiffany has sought to re-energize its business by relaunching its watch business, as chronicled by Fortune last year, and more recently, a tie-up with online luxury store Net-A-Porter to sell some jewelry online in 170 countries. Tiffany only gets 6% of its sales online.

For now though, more challenges lie ahead. Tiffany lowered its 2016 profit forecast and now expects a mid-single-digit percentage drop in its full-year earnings per share, compared to its initial forecast for them to stay unchanged or fall by a mid-single digit percentage at most.

A company lowering its annual forecast after only one quarter is unusual and a bad sign: It means Tiffany & Co doesn’t expect to be able to make up for the shortfall.