{"id":105851,"date":"2024-10-02T11:43:47","date_gmt":"2024-10-02T09:43:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=105851"},"modified":"2024-10-02T11:43:50","modified_gmt":"2024-10-02T09:43:50","slug":"nike-subit-la-plus-forte-chute-depuis-la-crise-du-covid","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-subit-la-plus-forte-chute-depuis-la-crise-du-covid\/","title":{"rendered":"Nike subit la plus forte chute depuis la crise du Covid"},"content":{"rendered":"\n

Cet \u00e9t\u00e9, Nike <\/strong>a connu sa plus forte baisse de ventes en quatre ans. La marque de baskets a d’ailleurs retir\u00e9 ses pr\u00e9visions pour le reste de l’ann\u00e9e. Tous les regards sont d\u00e9sormais tourn\u00e9s vers le nouveau PDG Elliott Hill\u2026<\/p>\n\n\n\n

De nouveaux rivaux<\/h2>\n\n\n\n

Nike a annonc\u00e9 la plus forte chute de son chiffre d’affaires depuis le d\u00e9but de la pand\u00e9mie du Covid : au cours du trimestre d’\u00e9t\u00e9 (juin-ao\u00fbt), le chiffre d’affaires a chut\u00e9 de 10 %, \u00e0 11,59 milliards de dollars (10,47 milliards d’euros). La marge brute a l\u00e9g\u00e8rement augment\u00e9, \u00e0 45,4 % contre 44,2 % un an plus t\u00f4t, mais le b\u00e9n\u00e9fice par action a recul\u00e9 de plus d’un quart, \u00e0 0,70 dollar.<\/p>\n\n\n\n

La baisse la plus importante (-13 %) a \u00e9t\u00e9 observ\u00e9e chez Nike Direct, la branche de la marque qui s’adresse directement aux consommateurs, bien que les revenus de la vente en gros aient \u00e9galement baiss\u00e9 de 8 %. La Chine a \u00e9galement continu\u00e9 \u00e0 enregistrer de faibles performances. Nike doit faire face \u00e0 une forte concurrence de la part de nouveaux rivaux tels que Hoka de Deckers et On, soutenu par Roger Federer.<\/p>\n\n\n\n

Renforcer les relations<\/h2>\n\n\n\n

Sous la direction du pr\u00e9c\u00e9dent PDG, John Donahoe, Nike s’est concentr\u00e9 sur les ventes directes aux consommateurs par l’interm\u00e9diaire de ses propres magasins et sites web. Toutefois, cette strat\u00e9gie a entra\u00een\u00e9 une r\u00e9duction des partenariats avec les d\u00e9taillants, ce qui a permis \u00e0 des acteurs tels que Foot Locker et Dick’s Sporting Goods de mettre en avant d’autres marques et de les faire conna\u00eetre.<\/p>\n\n\n\n

Le nouveau dirigeant Elliott Hill, qui avait d\u00e9j\u00e0 pass\u00e9 32 ans chez Nike auparavant<\/a>, a donc la lourde t\u00e2che de relancer le g\u00e9ant de la chaussure. Il lui incombera de r\u00e9tablir les relations avec les d\u00e9taillants et les consommateurs, en misant notamment sur l’innovation et le lancement de nouveaux produits.<\/p>\n\n\n\n

En attendant, Hill b\u00e9n\u00e9ficie d’un sursis : Nike annule sa prochaine journ\u00e9e des investisseurs et abandonne ses pr\u00e9visions pour l’ensemble de l’ann\u00e9e. Les analystes pr\u00e9voient une nouvelle baisse du chiffre d’affaires de 8 \u00e0 10 % pour le trimestre en cours, alors que la saison de fin d’ann\u00e9e pourrait \u00e9galement \u00eatre marqu\u00e9e par de nombreux rabais et une baisse du trafic sur ses plateformes num\u00e9riques. \u00ab\u00a0Une reprise de cette ampleur prend du temps, mais nous constatons les premiers progr\u00e8s \u00bb, selon le directeur financier Matthew Friend.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cet \u00e9t\u00e9, Nike a connu sa plus forte baisse de ventes en quatre ans. La marque de baskets a d’ailleurs retir\u00e9 ses pr\u00e9visions pour le reste de l’ann\u00e9e. Tous les regards sont d\u00e9sormais tourn\u00e9s vers le nouveau PDG Elliott Hill\u2026<\/p>\n","protected":false},"author":5,"featured_media":99916,"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":[644],"topic":[266],"region":[446],"class_list":["post-105851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-nike","topic-resultats-financiers","region-etats-unis-2"],"acf":[],"yoast_head":"\nNike subit la plus forte chute depuis la crise du Covid - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Cet \u00e9t\u00e9, Nike a connu sa plus forte baisse de ventes en quatre ans. 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