把谷歌拆开,谁都得不到好处
司法部表示考虑拆分 Alphabet。达摩达兰认为这既困难又不明智:谷歌搜索、YouTube、安卓的核心都是广告,价值在于把用户留在谷歌生态里,拆开后各平台既难以独立生存,对用户的吸引力也会下降;在线广告有网络效应,拆分也许带来更多竞争,却会损害效率,消费者会失去免费的产品,广告投放也更不精准。他认为更可能的结果是要求苹果、谷歌开放平台。
In short, the platforms, separated, would both be unable to survive as stand alone businesses as well as less attractive destinations for users.
反垄断、网络效应
卡夫亨氏的产品和客户群都老了,回不到当年
在讨论品牌老化时,达摩达兰回顾了 2015 年巴菲特联手 3G 资本收购卡夫亨氏:当时他就怀疑,市场看淡这家公司,是因为喜欢它产品的人群越来越少、越来越老。他认为品牌和人一样会老,管理层再怎么努力也很难让老品牌找回活力;事后看,卡夫亨氏的产品和客户群都已老化,不会重回巅峰。
In hindsight, it is clear that Kraft Heinz will not reclaim its former glory, because its products and customer base have aged.
品牌、企业生命周期
可口可乐略微高估,品牌价值最容易算清
达摩达兰认为饮料、麦片这类公司除了品牌几乎没有其他差异,最容易估算品牌价值。他按可口可乐当前 29.73% 的税前营业利润率估值,公司价值约 2811.5 亿美元,略微高估;再把它和软饮料公司 16.75% 的加权平均利润率、全球饮料公司 6.92% 的中位数比较,拆出品牌本身的价值。
Note that while the company comes in as slightly overvalued, it is still given a value of $281.15 billion, with much of that value coming from its pre-tax operating margin of 29.73%.
品牌、估值
耐克换 CEO 后,市场已经在为复苏定价
达摩达兰读完《鞋狗》后分析耐克的品牌价值:除 2023 年外,耐克的营业利润率一直比行业高 1.5–3 个百分点,说明品牌有溢价;但转向线上直营、绕开鞋店可能削弱了品牌,2023 年是警钟。他按三个时期的增长和利润率估值,如果增长和利润率回不来,价值会大幅下降。六周前 71 美元时胜算在投资者一边,换帅后反弹到 88 美元,市场已在定价复苏。
At the $71 stock price that the stock was trading at, just six weeks ago, the investing odds would have been in your favor, but the bounce back in the stock price to $88, after the new CEO hire, suggests that the market is pricing in the expectation that the company will bounce back to higher growth and better margins.
品牌、估值、管理层