저자: JimCramer · 외국인
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인플레이션으로 소비자 가격 저항이 커지며 기업들이 가격을 낮춰야 한다는 주장. 나이키는 과도한 가격 인상과 DTC 전략으로 실패, 스타벅스·치폴레 CEO 교체 사례. 반면 가격을 낮춘 맥도날드, 아마존, 코스트코, 월마트, 웬디스 등은 주가 상승. 로열캐리비안은 소비자 관련주로 좋고, 엔비디아는 블랙웰 수요가 폭발적이라 긍정적이라고 언급.
다듬은 글
I do everything so call me 1800 743 CBC tweet me Jim kmer when you watch those debate when you hear the rhetoric around the presidential election there's really only one issue that pervades the discussion right and it's inflation I know the Federal Reserve has done its absolute level best to keep inflation in check but even the prices have stopped Rising so rapidly that doesn't mean that they're coming back down more important from our perspective inflation's front and center in the averages where the inflation addled Nike held back the Dow Jones Industrial Average which Advanced just 40 points today S&P ined up .01% NASDAQ edged 0.008% and higher yeah inflation is a funny Beast isn't it nobody wanted to claim the inflation mantle but I think the undercurrent buying Nike's plunge into the crass of mixed quarters is all about inflation it's emblematic of how higher prices are changing the face of business and it's not changing in face nicely Nike under now deposed CEO John Dono a former Tech executive late of service now decide to go heavy into e-commerce and at the same time to go heavy into price increases probably seemed like a good idea when took over just as Co sent us into a lockdown besides why show off your best stuff at Foot Locker and Dick Sporting Goods why give them a huge chunk of a sneaker gross margin when you can capture it all yourself that Nike direct it's a thoroughly technological approach to boosting earnings just one problem something a shoe guy or maybe an athlete would have known instinctively in a more frugal moment like we have now with a B your customer people aren't paying 200 smackers for a pair of sneakers at least without trying them on first I say Nike meet the new consumer the one who's had it and doesn't want to take it anymore the consumer who feels ripped off price gouged and has reach the limit of what she'll pay unfortunately many Nikes are now beyond that limit especially if they turn out to be not your cup of shoe when they come in the box now I know politicians are trying to cash in on this price ging notion vice president Harris even proposed a ban on price ging I don't know how that will work but I do know what will work a Savvy consumer who's beginning to upset the entire SCA in of price hikes that we've been hit with since the Pandemic those price increases are going to have to be rolled back in one way or another or your CEO is going to get rolled just like we saw at Nike I don't think it's a coincidence that another CEO uh luxman Nar Sim late of Starbucks lost his job during the year of the $725 pumpkin spice latte that's another trip wire that the consumer wants to sever cups of coffee price like their lunch I'm seeing this everywhere last night an interview with interim CEO of Chipotle Scott Boatright and the the new president and chief strategy officer former CFO Jack hung Hartong we discussed this there was a pull back from the consumer so I think it's more of a macro resistance to inflation in general in California but we watch that stuff very closely cuz it's the three things it's you know one of the three things is Affordable we're not going to give up on affordable because we don't want just some people to enjoy Chipotle we want everyone to enjoy to P away the ubiquitous pricing issue came up again with Brendan Foley coo McCormack we talked about the peel of spices consumers are looking for value and we think we're doing the right things across our business to do that you know flavor is a small part of the cost of any meal but it has such a big impact and so we see a lot more consumers now shopping around the perimeter of the store they're having to flavor a lot more of their meals because they're making it from you know the produce department or the you know buying new steak and they need Montreal steak to flavor their steak we're finding out that uh what's really working with consumers particularly are thinking a lot more about their spending right now they want to try new flavors they do want to explore but they may not want to spend as much as they they would normally do so they they'll put out a dollar to try a new flavor and that's what we're finding is really working with these minis with Franks and so this is a small version of what we have up there I you know love the creamy buffalo and we're seeing a lot of turns from that I mean come on this is incredible people are staying home and sampling hot sauce because they want to simulate the experience of what they used to be able to have a nice dinner away from home it's not it's just too expensive to buy Jordans without trying them on it's too expensive to regularly go out and eat at most places with the possible exceptions say of inflation fighting Wing Stop when you raise sneaker prices too far your sales go down double digits you keep prices the same Well Wing Stop you get double digigit Gaines and that's why Nike stock is down 23% for the year while Wing Stops is up 63 65% yes you give the consumers a bargain your stock sores well everyone's mad about inflation the kids born starting say in the late '90s who seem most angry about it they're now part of a join us Workforce where they have to compete against a slightly older generation left behind by covid plus there's the prospect of artificial intelligence making all sorts of White Collar jobs perhaps disappear the unemployment rate for working age members of gen Z is almost twice the national average some portray them as a group of daytime video Gamers who like to fur away their money on DraftKings I prefer to think of them as people who want to be able to afford what their parents could but in part because of inflation they may no longer find that possible they do what I call loud budgeting they don't want to do it but they kind of have to most companies are still in denial about pricing when you read through the reports say brown Foreman the liquor company uh R datable maker of Jack DS you think it's weaker sales or some sort of kind of a mystery uh but the fact is liquor after multiple price increases just got too expensive especially when you go out I'm not look I'm not picking on Brown Foreman you don't get a 22% decline in the sales of diio kaso Amigos tequila by keeping prices lower do you however you going to hear giu say oh my holy cow I we took prices way too high we better take them down now uhuh the liquor companies are pondering that perhaps gen zers want to be healthier maybe they finally realized that alcohol is unhealthy but higher price Oh They'll Never make that the issue except it really is because inflation is Insidious and often seems invisible to the very people who've been putting through the price increases it's a shame they're still in denial unlike many other companies McDonald's was quite focal accepting that maybe it had taken too much price they told to me they said well maybe this maybe we didn't do this right their decision to extend the $5 value meal deal below beyond the summer well that was very well received and not just by Main Street but by Wall Street too do you think it's a coincidence that this stocks now run from the 240s to 303 since they decided to roll back prices for good those people highest compliment they got Horse Sense companies are so relu to take prices down because they don't want to hurt their treasured gross margins but I think it may be time for a giant re set again there's a reason why companies that offer real Bargains have seen their stocks sore Amazon up 22% Costco 33% Walmart the Real Enemy of the gers with a whopping 53% run all this year funny enough if you keep prices low you can indeed make it up in volume because the consumer is a lot smarter than some of these companies are ever willing to admit so let me give you the bottom line here the politicians can toss invectives at each other and get on their proverbial High horses about whose price ging but I think we'll look back in 2024 as the year when the public took matters into their own own hands and sto buying goods with inflated prices from stores that refuse to lower them the result fired CEOs and crushed stock prices for all those who refus to heed the Thunder the Thunder of those angry consumers who finally just said no to the scourge of inflation Zab in Texas Zab hi Jame thank you for having me on I'm a big fan and I appreciate all that you do to educate us and help us win my specific my question is specifically uh on Caribbean ticker RCL over time I've been able to build a good position in RCL with a cost basis of less than $60 I also took some profits recently uh I'm also heavily invested in Nvidia in the whole AI trade but I'm a bit confused where to invest and I'm contemplating moving my money from RCL into Nvidia which one of the two do you think will run faster and has more potential to grow why choose one or the other you've got a terrific uh let's let's say excuse me Duo of stocks Royal Caribbean is a great play on the consumer and a terrific situation Invidia I'm sorry Nvidia but we just heard that demand for Blackwell is insane so let's keep them B I think we'll look back on 2024 as the year when consumers took matters in their own hands and actually said no to inflated prices and the result for those who aren't listening fired CEOs and lower stock prices on man tonight I'm check oh boy I'm checking with clouds I work no matter what Cloud's top brass fresh off the launch of new AI tool and finding out more about its role in election infrastructure but just over a month until the big day at the ble box then the company M Slim Jim and blastic fell Ernie's well they saw it's Ernie's Miss but maybe it's a chance to buy could be I'm getting on read of the package food space with KRA coo plus do not miss my excus with uh look at Levi's latest numbers and what a new celebrity driven camp pain could mean for this apparel name so stay with cl
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