Crocs'S Third Quarter Loss Has Been A Hot Shot.

Crocs11, a shoe maker with holes in shoes, released its third quarter results on 5 March. The company's recovery is a net loss of $27 million 700 thousand in the third quarter and a 37 loss per share, down from 12 million US dollars in the same period last year, and also below the expected average earnings per share of 10 cents.

Now, Crocs has abandoned the strategy of diversification of its predecessor CEO products, and has begun to return to the cave shoes. It hopes to make this single product into a classic product that will not be out of date and win the favor of consumers.

However, compared to 2007, the market environment is more complicated. For example, Dansko and Eneslow shoes brand brands have launched similar comfort shoes. Consumers can choose more, and Crocs will face more intense competition.

In November 5th, Crocs also announced that it would appoint Carrie Teffner, the former PetSmart chief executive of Weber-Stephens, Timberland, as the new chief financial officer of the company.

According to the financial report, the Crocs revenue in the third quarter was US $274 million 80 thousand, down 9% from the US $302 million 400 thousand in the same period last year.

Gregg Ribatt, a group chief executive who joined Crocs last year, said in a statement that the company's performance has been declining due to the fluctuations in the global money market and the slowdown in China's macroeconomic growth.

After ignoring the impact of mode adjustment, the group's three quarter revenue increased by 3.7%.

According to the financial report, the Crocs's inventory was reduced to $19 million in the third quarter, and the company also paid $4 million for Chinese dealers.

However, Gregg said the loss will help the group's future performance. The company is actively engaged in business pformation, but the pformation plan will last 18-24 months and is expected to be fully reflected in the first half of next year.

In 2007, the hole shoe became a star of the mall in the United States, with annual sales of $847 million, an increase of 137% over the previous year.

After the fire in the hole, Crocs also tried to expand the product category.

Shoes of various styles, such as high-heeled boots.

Former Crocs CEO John McCarvel also put

As a bait for attracting consumers, it is placed on the inside of the shelf, so that consumers will have more access to other products of Crocs.

But this plan did not succeed, because with the past of the hole shoe craze, Crocs did not attract consumers' new products. The company was labeled with obsolete, monotonous and outdated labels, and consumers began to question the health of the cave shoes.

Last year, Andrew Rees, chairman of Crocs, started restructured company, trying to reinvigorate its performance by laying off workers, closing stores and reducing the number of commodities.

Crocs has also appointed Gregg Ribatt, who has more than 20 years experience in footwear and apparel consumer products industry as its chief executive officer. Gregg has been the Spanx Inc., footwear retailer Collective Brands Inc. and high-end shoe footwear brand Stuart Weitzman chair executive officer.