Thursday, November 06, 2008

零售商故技重施

當選美國總統的奧巴馬果然魅力非凡,市場已憧憬他會有刺激經濟措施出籠,美股周二率先彈305點贈興,除了台股外,亞洲區股市昨日自然齊齊造好,真的是希望在明天。恒指自然跟隨外圍向上,開市裂口抽上逾660點,衝破15,000點關口,營造利好氣氛,淡友難免要避一避,引發指數繼續走高,差不多開市個多小時便升近千點。

不過,隨著民意調查顯示奧巴馬勝算頗大的新聞公布,指數因消息落實而從15,317點掉頭,加上累積頗大升幅,尾市反被推低,無法企穩在20天平均線之上收市,只升455點,報14,840點。

市場憧憬有刺激經濟措施,那些以美國市場為主的出口股表現威威,藍籌股中,利豐(494)重越17元,收報17.26元,升8.8%。其他股份更厲害,創科實業(669)便漲14.2%,而早前發盈警的德昌電機(179)亦向上8.9%。至於在美國室內無線電話市場佔領導地位的偉易達(303)股價亦升4.3%至27.95元。

市場最關注即將來臨的聖誕節銷售檔期,會否比預期更差之際,美國銀行業又存在爆發信用卡貸款危機,擔心壞帳大升,而銀行亦趁勢收緊信用卡貸款額度、調高借貸利息、甚至增加發卡難度等等,變相對零售市道再潑冷水。

美國第二大電子產品連鎖店Circuit City率先採取行動,關閉全美其中155間分店,以及裁減員工數目17%,希望保留最後一啖氣迎接聖誕,但分析員預期該股最終要步上申請破產保護的命運。

面對這種信貸危機,再加零售寒冬包圍,美國企業如何禦寒呢?且看當地零售商Kmart竟然故技重施便知。該集團推出一項名為「Layaway」的服務。簡單而言,客戶選購貨品後,先付一筆首期,Kmart便保管好貨物,然後在8個星期內,客戶分期付清貨款和有關服務費,便可拿走貨物。這種購物方式與分期付款無疑,唯一不同的是,客戶要付清貨款方可擁有貨物,而分期付款方式就是先拿走貨物使用,然後才每月還款。

為甚麼是重施故技呢?幾年前沃爾瑪(Wal-Mart)也曾推出類似服務,可惜使用率日減,以及成本向上,於06年取消,相信與當時市道好轉亦有關。但經濟轉差,最重要是今日身懷信用卡,真的是身份象徵,故此有分析認為這種服務是針對無信用卡,或年收入5萬美元(約39萬港元)以下的客戶。

由於現在買聖誕禮品,供款完便剛好是聖誕節,可見零售商為催谷消費而無所不用其極。但為免出現庫存,Kmart規定12月5日前要付清貨款,否則貨物將再上架發售。或許香港零售業面對經濟寒流襲港,甚至有銀行延長退還信用卡款項的情況,不妨考慮用Layaway,但做時裝的可能難以配合,否則冬天買衣服待春天穿?

(11月6日刊於《am730》)

10 Comments:

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咁睇似乎買家被搵老趁,唔通所買的貨物八星期後肯定會升值或加價?從現時環境看來,到時要大減價促銷的機會反而更大.

 
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