{"id":102149,"date":"2024-07-12T11:46:31","date_gmt":"2024-07-12T09:46:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=102149"},"modified":"2024-07-12T11:46:34","modified_gmt":"2024-07-12T09:46:34","slug":"le-recul-de-nike-donne-des-ailes-a-adidas","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/le-recul-de-nike-donne-des-ailes-a-adidas\/","title":{"rendered":"Le recul de Nike donne des ailes \u00e0 Adidas"},"content":{"rendered":"\n<p><strong>Adidas <\/strong>semble profiter du ralentissement actuel de son rival <strong>Nike<\/strong>, pr\u00e9voyant un deuxi\u00e8me trimestre robuste avec la marge b\u00e9n\u00e9ficiaire la plus \u00e9lev\u00e9e depuis trois ans. Le contraste est flagrant avec Nike, qui a r\u00e9cemment pr\u00e9dit une baisse de ses ventes annuelles et sollicite \u00e0 nouveau le soutien de ses partenaires commerciaux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Retour sur la bonne voie<\/h2>\n\n\n\n<p>Apr\u00e8s le fiasco avec Yeezy, les choses s&rsquo;am\u00e9liorent enfin pour Adidas : ses baskets Samba et Gazelle sont soudainement tr\u00e8s populaires gr\u00e2ce \u00e0 de nouvelles couleurs et \u00e0 des \u00e9ditions limit\u00e9es. Les recherches en ligne sur \u00ab\u00a0Adidas Samba\u00a0\u00bb ont grimp\u00e9 en fl\u00e8che dans le monde entier au cours des 12 derniers mois, d\u00e9passant m\u00eame les recherches sur \u00ab\u00a0Nike Air Force 1\u00a0\u00bb.<\/p>\n\n\n\n<p>Les analystes s&rsquo;attendent \u00e0 ce que le g\u00e9ant allemand des v\u00eatements de sport fasse \u00e9tat d&rsquo;une marge b\u00e9n\u00e9ficiaire de 51,4 % pour le deuxi\u00e8me trimestre, la plus \u00e9lev\u00e9e depuis trois ans, et d&rsquo;une hausse de 4,5 % du chiffre d&rsquo;affaires, qui atteindrait 5,6 milliards d&rsquo;euros.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nike veut r\u00e9cup\u00e9rer les retailers<\/h2>\n\n\n\n<p>En revanche, Nike a revu \u00e0 la baisse ses perspectives pour le prochain exercice fiscal 2025, suite aux r\u00e9sultats d\u00e9cevants du quatri\u00e8me trimestre 2024. La marque de sport s&rsquo;attend d\u00e9sormais \u00e0 une baisse du chiffre d&rsquo;affaires d&rsquo;environ 5 %, avec une baisse proche de 10 % m\u00eame au premier semestre de l&rsquo;ann\u00e9e.<\/p>\n\n\n\n<p>Non seulement Nike semble moins innovante qu&rsquo;auparavant, mais sa strat\u00e9gie de vente directe au consommateur part en eau de boudin. En grande pompe, le g\u00e9ant du sport a coup\u00e9 les liens avec de nombreux partenaires commerciaux depuis 2018, comme <strong>Foot Locker <\/strong>et <strong>Amazon<\/strong>, mais l&rsquo;entreprise fait maintenant marche arri\u00e8re. L&rsquo;entreprise a r\u00e9int\u00e9gr\u00e9 l&rsquo;ancien haut dirigeant Tom Peddie pour renforcer les relations avec les grossistes, les liens avec Foot Locker ont \u00e9t\u00e9 r\u00e9tablis et il y a m\u00eame d\u00e9j\u00e0 beaucoup de sp\u00e9culations sur un retour \u00e0 Amazon. Les ventes en gros ont augment\u00e9 de 8 % au quatri\u00e8me trimestre.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Davantage de concurrence<\/h2>\n\n\n\n<p>Le retrait de Nike de nombreux points de vente pr\u00e9sente encore un autre inconv\u00e9nient : il a involontairement ouvert la porte \u00e0 de plus petites marques. Le vide laiss\u00e9 par Nike a \u00e9t\u00e9 combl\u00e9 avec empressement par des marques \u00e9mergentes telles que <strong>Hoka<\/strong>, <strong>Lululemon<\/strong>, <strong>New Balance<\/strong> et <strong>On Running<\/strong>, qui, ensemble, d\u00e9tenaient une part de march\u00e9 de 35 % en 2023.<\/p>\n\n\n\n<p>Si Adidas profite actuellement de la faiblesse de Nike, le march\u00e9 n&rsquo;en est pas moins confront\u00e9 \u00e0 des d\u00e9fis. La demande en Chine reste faible et la concurrence s&rsquo;intensifie. Les analystes pr\u00e9viennent \u00e9galement que \u00ab\u00a0l&rsquo;\u00e2ge d&rsquo;or des marges tr\u00e8s \u00e9lev\u00e9es\u00a0\u00bb ne reviendra pas de sit\u00f4t, m\u00eame si les grands \u00e9v\u00e9nements sportifs tels que l&rsquo;Euro 2024 et les Jeux olympiques stimulent indubitablement la demande de v\u00eatements de sport.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adidas semble profiter du ralentissement actuel de son rival Nike, pr\u00e9voyant un deuxi\u00e8me trimestre robuste avec la marge b\u00e9n\u00e9ficiaire la plus \u00e9lev\u00e9e depuis trois ans. Le contraste est flagrant avec Nike, qui a r\u00e9cemment pr\u00e9dit une baisse de ses ventes annuelles et sollicite \u00e0 nouveau le soutien de ses partenaires commerciaux.<\/p>\n","protected":false},"author":5,"featured_media":102146,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[351,644],"topic":[266],"region":[470,446],"class_list":["post-102149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-adidas","company-nike","topic-resultats-financiers","region-allemagne","region-etats-unis-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le recul de Nike donne des ailes \u00e0 Adidas - 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