Morrisons profits slump by 51% to £

Morrisons profits slump by 51% to £181m in first half of 2014

The impact of the growing food price war and a dramatic shift in shopping habits were underlined yesterday as two of the UK's biggest supermarkets revealed a slump in profits.
Morrisons' profits dived 51% over the summer after the Bradford-based chain slashed prices on 1,200 items by an average 17% in May.
Yesterday it emerged that Morrisons is to spend nearly 25% more on price cuts between now and January than it spent during its high profile "I'm Cheaper" summer campaign.
The supermarket invested £135m in price cuts and improving products in the first half but has £165m to play within the all-important run up to Christmas. The vast majority of that investment is going on price cuts and the rest on improving the quality of own-label foods.
Morrisons surprised analysts by increasing its dividend payout by 5%, despite the collapse in its first-half profits. But Dalton Philips, Morrisons' under-pressure chief executive, insisted there was "a real sense the business is getting back on the front foot". Profits were just £181m in the six months to 3rd August.
Philips denied Morrisons was "buying" sales with heavy voucher campaigns but admitted Morrisons' efforts were unlikely to attract more shoppers or increase sales until at least the end of the year. "It's still tough, really tough, but there are encouraging signs. We made our calls early and the whole business responded well and we are up for the fight," Philips said.

Kết quả (Trung) 2:

在2014年上半年莫里森的利润下滑了51％，以英镑181米不断增长的粮食价格战和购物习惯发生了巨大变化的影响，昨天强调了两个英国最大的超市揭示了利润的下滑。莫里森的利润跌51在布拉德福德为主链后，夏天％，五月下调对1200项目的价格平均为17％。昨天，它出现了，莫里森是花了近25％的降价从现在到一月比它花了在其高调“我更便宜“的暑期活动。这家超市的投资英镑135米在降价和提高产品在上半年却有着英镑165米到圣诞节在所有重要的运行发挥。这些投资的绝大部分是怎么回事降价和提高自有品牌食品的质量的其余部分。由5％增加派息莫里森分析师感到惊讶，尽管其上半年利润的崩溃。但是道尔顿飞利浦，Morrisons的下压力首席执行官，坚称是“一个真正意义上的生意越来越重上前脚”。利润在半年到8月3日。只是英镑181米飞利浦否认莫里森是“买”的销售重型券的运动，但承认莫里森的努力不太可能吸引更多的购物者或加价销售，直到今年至少 ​​结束。“它仍然是艰难的，非常艰难的，但也有令人鼓舞的迹象。我们很早就提出我们的呼吁和全业务反应良好，我们弥补了战斗，”飞利浦说。

Kết quả (Trung) 3:

莫里森利润下跌51%至£在2014

日益增长的食品价格战的影响上半年1.81和购物习惯的一个戏剧性的转变，是昨日的两个英国最大的超市发现利润骤降。
莫里森的利润下降了51%在今年夏天在布拉德福德的链大幅降价1200项目在5月份的平均17%
后。昨天出现了莫里森是花费近25%以上的价格在一月比花在其高姿态”我更便宜”的夏季攻势。
在上半年的降价和提高产品的投资£135m超市却£1.65亿在至关重要的活动运行圣诞节。这些投资将价格削减和提高质量的自有品牌食品剩下的绝大多数分析人士感到惊讶。
莫里森的5%增加派息，尽管在其上半年利润崩溃。但达尔顿飞利浦，莫里森的压力下坚持的首席执行官，有“一个真正意义上的企业回到前面的脚”。利润是£1.81在六个月到第三八月。
飞利浦否认莫里森斯“购买”重券活动销售但承认莫里森的努力不太可能吸引更多的顾客或者增加销售量，至少到今年年底。”它仍然是困难的，真的很难，但也有令人鼓舞的迹象。我们叫早和整个企业反应良好，我们奋起反抗，“飞利浦说。