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U.S. consumer giants have one big sales problem: China

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Pictured here is a McDonald’s store in Yichang, Hubei province, China, on July 30, 2024.

Nurphoto | Nurphoto | Getty Images

BEIJING — A theme emerging in the latest slew of U.S. companies’ earnings reports is a drag from the China market.

The Chinese economy — home to more than four times the population of the U.S. — has attracted multinational corporations for decades given its large, fast-growing market. But slower growth and intense local competition, amid tensions with the U.S., are now weighing on corporate earnings.

“Consumer sentiment in China is quite weak,” McDonald’s chairman, CEO and director Christopher Kempczinski, said of the quarter ended June 30.

“You’re seeing both in our industry and across a broad range of consumer industries, the consumer being very, very much deals seeking,” he added. “In fact, we’re seeing a lot of switching behavior in terms of just consumers, whatever is the best deal, that’s where they end up going.”

McDonald’s said sales for its international developmental licensed markets segment declined 1.3% from a year ago. The unit includes China, for which the company indicated sales declined but did not specify by how much.

Chinese consumers are saving more than they're spending, says analyst

Chinese companies have also struggled. Nationwide retail sales grew by just 2% in June from a year ago.

In the mainland China stock market, known as A shares, earnings likely hit a bottom in the first quarter and may “pick up mildly” in the second half of the year, Lei Meng, China equity strategist at UBS Securities, said in a July 23 note.

Several U.S. consumer giants echoed the downward trend in their latest earnings reports.

Apple said Greater China sales fell by 6.5% year-on-year in the quarter ended June 29. Johnson and Johnson said China is a “very volatile market” and a major business segment that’s performed below expectations.

After a “strong start” to the year, General Mills CFO Kofi Bruce said the quarter ending May 26 “saw a real souring or downturn in consumer sentiment,” hitting Haagen-Dazs store traffic and the company’s “premium dumpling business.” General Mills owns the Wanchai Ferry dumpling brand.

The company’s China organic net sales fell by double digits during the quarter.

We don’t expect the return to the growth rates that we saw pre-Covid.

The regional results are also affecting longer-term corporate outlooks.

In China, “we don’t expect the return to the [double-digit] growth rates that we saw pre-Covid,” Procter and Gamble CFO Andre Schulten said on an earnings call last week. He expected that over time, China would improve to mid-single-digit growth, similar to that in developed markets.

Procter and Gamble said China sales for the quarter ending late June fell by 9%. Despite declining births in China, Schulten said the company was able to grow baby care product sales by 6% and increase market share thanks to a localization strategy.

Hotel operator Marriott International cut its revenue per available room (RevPAR) outlook for the year to 3% to 4% growth, due largely to expectations that Greater China will remain weak, as well as softer performance in the U.S. and Canada.

Marriott’s RevPAR Greater China fell by about 4% in the quarter ended June 30, partly affected by Chinese people choosing to travel abroad on top of a weaker-than-expected domestic recovery.

However, the company noted it signed a record number of projects in the first half of the year in China.

McDonald’s also affirmed its goal to open 1,000 new stores in China a year.

Domino’s said its China operator, DPC Dash, aims to have 1,000 stores in the country by the end of the year. Last week, DPC Dash said it had just over 900 stores as of the end of June, and that it expects first-half revenue growth of at least 45% to 2 billion yuan ($280 million).

Local competition

Coca-Cola noted “subdued” consumer confidence in China, where volumes fell in contrast to growth in Southeast Asia, Japan and South Korea. Asia Pacific net operating revenue fell by 4% year-on-year to $1.51 billion in the quarter ended June 28.

“There’s a general macro softness as the overall economy works through some of the structural issues around real estate, pricing, etc.,” Coca-Cola Chairman and CEO James Quincey said on an earnings call.

But he attributed the drop in China volumes “entirely” to the company’s shift from unprofitable water products in the country toward sparkling water, juice and teas. “I think the sparkling volume was slightly positive in China,” Quincey said.

Having to adapt to a new mix of products and promotions was a common occurrence in U.S. companies’ earnings calls.

“We’ve continued to face a more cautious consumer spending and intensified competition in the past year,” Starbucks CEO Laxman Narasimhan said on an earnings call. “Unprecedented store expansion and a mass segment price war at the expense of comp and profitability have also caused significant disruption to the operating environment.”

Starbucks reported China same-store sales dropped by 14% in the quarter ended June 30, far steeper than the 2% decline in the U.S.

Chinese rival Luckin Coffee, whose drinks can cost half the price of one at Starbucks, reported a 20.9% drop in same-store sales for the quarter ended June 30.

But the company claimed sales for those stores surged by nearly 40% to the equivalent of $863.7 million. Luckin has more than 13,000 self-operated stores, primarily in China.

Starbucks said its 7,306 stores in China saw revenue drop by 11% to $733.8 million during the same quarter.

Both companies face many competitors in China, from Cotti Coffee on the lower end to Peet’s on the higher end. The only public disclosures regarding Peet’s China business described it as “strong double-digit organic sales growth” in the first half of the year.

Bright spots

Not all major consumer brands have reported such difficulties.

Canada Goose reported Greater China sales grew by 12.3% to 21.9 million Canadian dollars ($15.8 million) in the quarter ended June 30.

Athletic shoe brands also reported growth in China, while warning of slowdown ahead.

Nike reported 7% year-on-year growth in Greater China revenue — nearly 15% of its business — for the quarter ended May 31.

“While our outlook for the near term has softened, we remain confident in Nike’s competitive position in China in the long term,” said Matthew Friend, CFO and executive vice president of the company.

Adidas reported 9% growth in Greater China revenue for the quarter ended June 30. The region accounts for about 14% of the company’s total net revenue.

CEO Bjorn Gulden said on an earnings call that Adidas was taking market share in China every month, but local brands posed fierce competition. “Many of them are manufacturers that go then straight to retail with their own stores,” he said. “So the speed they have and the price value they have for that consumer was different than it was earlier. And we are trying to adjust to that.”

Skechers reported 3.4% year-on-year growth in China in the three months ended June 30.

“We continue to think China is on the road to recovery,” Skechers CFO John Vandemore said on an earnings call. “We expect a better second half of the year than what we’ve seen thus far, but we are watching things carefully.”

— CNBC’s Robert Hum and Sonia Heng contributed to this report.

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Why software stocks, 2026’s market dogs, have joined the rally

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ETF shelters from the Middle East War

Cybersecurity and enterprise software stocks have been market dogs in 2026, with fears that AI will wipe out a wide range of companies in the enterprise space dominating the narrative. But they snapped a brutal losing streak this past week, joining in the broader market rally that saw all losses from the U.S.-Iran war regained by the Dow Jones Industrial Average and S&P 500.

Cybersecurity has been “a victim of some of the AI-related headlines,” Christian Magoon, Amplify ETFs CEO, said on this week’s “ETF Edge.”

It wasn’t just niche cybersecurity names. Take Microsoft, for example, which was recently down close to 20% for the year. Its shares surged last week by 13%.

A big driver of the pummeling in software stocks was a rotation within tech by investors to AI infrastructure and semiconductors and some other names in large-cap tech, Magoon said, and since cybersecurity stocks and ETFs are heavily weighted towards software companies, they were left behind even as those businesses continue to grow on a fundamental basis.

But Wall Street now has become more bullish with the stocks at lower levels. Brent Thill, Jefferies tech analyst, said last week that the worst may be over for software stocks. “I think that this concept that software is dead, and then Anthropic and OpenAI are going to kill the entire industry, is just over-exaggerated,” he said on CNBC’s “Money Movers” on Wednesday.

Big Short” investor Michael Burry wrote in a Substack post on Wednesday that he is becoming bullish about software stocks after the recent selloff. “Software stocks remain interesting because of accelerated extreme declines last week arising from a reflexive positive feedback loop between falling software stocks and changes in the market for their bank debt,” he wrote.

The Global X Cybersecurity ETF (BUG), is down about 12% since the beginning of the year, with top holdings including Palo Alto Networks, Fortinet, Akamai Technologies and CrowdStrike. But BUG was up 12% last week. The First Trust NASDAQ Cybersecurity ETF (CIBR) is down 6% for the year, but up 9% in the past week.

Piper Sandler analyst Rob Owens reiterated an “overweight” rating on Palo Alto Networks which helped the stock pop 7% — it is now down roughly 6% on the year. Its peers saw similar moves, including CrowdStrike.

Stock Chart IconStock chart icon

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Performance of Global X cybersecurity ETF versus S&P 500 over past one-year period.

Magoon said expectations may have become too high in cybersecurity, and with a crowding effect among investors, solid results were not enough to to push stocks higher. But the down-and-then-back-up 2026 for the sector is also a reminder that when stocks fall sharply in a short period of time, opportunity may knock.

“Once you’re down over 10% in some of these subsectors, you start to see the contrarians start to say, ‘well, maybe I’ll take a look at this,'” Magoon said.

He said AI does add both opportunity and uncertainty to the cybersecurity equation, increasing demand but also introducing new competition. But he added, “I think the dip is good to buy in an AI-driven world,” specifically because the risks to companies may lead to more M&A in cyber names that benefits the stocks.

For now, investors may look for opportunity on the margins rather than rush back into beaten-up tech names. “I think investors are still going to remain underweight software,” Thill said.

But Magoon advises investors to at least take the reminder to keep an eye on niches in the market during pronounced downturns. “The best-performing are often the least bought and do the best over the next 12 months versus late-in-the-game piling on,” he said.

While that may have been a mindset that worked against the last investors into cybersecurity and enterprise software in mid-2025 when the negative sentiment started building, at least for now, it’s started working for the stocks in the sector again.

Meanwhile, this year’s biggest winner is also a good example of what can be an extended trade in either a bullish or bearish direction. Last year, institutional ownership of energy was at multi-year lows, Magoon said, referencing Bank of America data. “Reverse sentiment can be a great indicator,” he said. 

But he cautioned that any selective buying of stocks that have dipped does have to contend with the risk that there is a potentially bigger drawdown in the market yet to come in 2026. That is because midterm election years historically have been marked by large drawdowns. “If you think it is bad right now, it could get a lot worse,” Magoon said. But he added that there’s a silver-lining in that data, too, for the patient investor. The market has posted very strong 12-month returns after midterm election drawdowns end. So, for investors with a longer-term time horizon and no need for short-term liquidity, Magoon said, “stick in there.” 

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Violent downturns could test new ETF strategies, warns MFS Investment

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ETF Stress Tests: How funds are showing resilience in the face of uncertainty

New innovation in the exchange-traded fund industry could come at a cost to investors during extreme conditions.

According to MFS Investment Management’s Jamie Harrison, ETFs involved in increasingly complex derivatives and less transparent markets may be in uncharted territory when it comes to violent downturns.

“Those would be something that you’d want to keep an eye on as volatility ramps up,” the firm’s head of ETF capital markets told CNBC’s “ETF Edge” this week. “As innovation continues to increase at a rapid pace within the ETF wrapper, [it’s] definitely something that we advise our clients to be really front-footed about… Lack of transparency could absolutely be an issue if we’re going to start seeing some deep sell-offs.”

His firm has been around since 1924 and is known for inventing the open-end mutual fund. Last year, ETF.com named MFS Investment Management as the best new ETF issuer.

“It’s important to do due diligence on the portfolio,” he said. “Having a firm that has deep partnerships, deep bench of subject matter experts that plays with the A-team in terms of the Street and liquidity providers available [are] super important.”

Liquidity as the real issue?

Harrison suggested the real issue is liquidity, particularly during a steep sell-off.

“We’ve all seen the news and the headlines around potential private credit ETFs. That picture becomes much more murky,” he added. “It’s up to advisors, to investors [and] to clients to really dig in and look under the hood and engage with their issuers.”

He noted investors will have to ask some tough questions.

“What does this look like in a 20% drawdown? How does this liquidity facility work? Am I going to be able to get in? Am I going to be able to get out? And if I’m able to get out, am I able to get out at a price that’s tight to NAV [net asset value], and what’s the infrastructure at your shop in terms of managing that consideration for me,” said Harrison.

Amplify ETFs’ Christian Magoon is also concerned about these newer ETF strategies could weather a monster drawdown. He listed private credit as a red flag.

“If your ETF owns private credit, I think it’s worth taking a look at, kind of what the standards are around liquidity and how that ETF is trading, because that should be a bit of a mismatch between the trading pace of ETFs and the underlying asset,” the firm’s CEO said in the same interview.

Magoon also highlighted potential issues surrounding equity-linked notes. The notes provide fixed income security while offering potentially higher returns linked to stocks or equity indexes.

“Those could potentially be in stress due to redemptions and the underlying credit risk. That’s another kind of unique derivative,” Magoon said. “I would very closely look at any ETF that has equity-linked notes should we get into a major drawdown or there be a contagion in private credit or something related to the banking system.”

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Anthropic Mythos reveals ‘more vulnerabilities’ for cyberattacks

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Jamie Dimon, chief executive officer of JPMorgan Chase & Co., right, departs the US Capitol in Washington, DC, US, on Wednesday, Feb. 25, 2026.

Graeme Sloan | Bloomberg | Getty Images

JPMorgan Chase CEO Jamie Dimon said Tuesday that while artificial intelligence tools could eventually help companies defend themselves from cyberattacks, they are first making them more vulnerable.

Dimon said that JPMorgan was testing Anthropic’s latest model — the Mythos preview announced by the AI firm last week — as part of its broader effort to reap the benefits of AI while protecting against bad actors wielding the same technology.

“AI’s made it worse, it’s made it harder,” Dimon told analysts on the bank’s earnings call Tuesday morning. “It does create additional vulnerabilities, and maybe down the road, better ways to strengthen yourself too.”

When asked by a reporter about Mythos, Dimon seemed to refer to Anthropic’s warning that the model had already found thousands of vulnerabilities in corporate software.

“I think you read exactly what is it,” Dimon said. “It shows a lot more vulnerabilities need to be fixed.”

The remarks reveal how artificial intelligence, a technology welcomed by corporations as a productivity boon, has also morphed into a serious threat by giving bad actors new ways to hack into technology systems. Last week, Treasury Secretary Scott Bessent summoned bank CEOs to a meeting to discuss the risks posed by Mythos.

JPMorgan, the world’s largest bank by market cap, has for years invested heavily to stay ahead of threats, with dedicated teams and constant coordination with government agencies, Dimon said.

“We spend a lot of money. We’ve got top experts. We’re in constant contact with the government,” he said. “It’s a full-time job, and we’re doing it all the time.”

‘Attack mode’

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