{"id":111859,"date":"2025-01-24T11:02:29","date_gmt":"2025-01-24T10:02:29","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=111859"},"modified":"2025-01-24T11:02:53","modified_gmt":"2025-01-24T10:02:53","slug":"puma-insatisfaite-malgre-la-progression-de-son-chiffre-daffaires","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/puma-insatisfaite-malgre-la-progression-de-son-chiffre-daffaires\/","title":{"rendered":"Puma \u00ab insatisfaite \u00bb malgr\u00e9 la progression de son chiffre d&rsquo;affaires"},"content":{"rendered":"\n<p>Malgr\u00e9 une solide croissance des ventes sur tous les continents, <strong>Puma <\/strong>r\u00e9duit ses co\u00fbts. Les b\u00e9n\u00e9fices ont d\u00e9\u00e7u en 2024 et l&rsquo;avenir de la marque suscite m\u00eame des inqui\u00e9tudes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9duction des co\u00fbts &lsquo;Nextlevel&rsquo;<\/h2>\n\n\n\n<p>Le chiffre d&rsquo;affaires de Puma a augment\u00e9 de 4,4 % pour atteindre 8,8 milliards d&rsquo;euros l&rsquo;ann\u00e9e derni\u00e8re, gr\u00e2ce \u00e0 une croissance dans toutes les r\u00e9gions et cat\u00e9gories de produits. Les ventes directes aux consommateurs (+16,1 %) et les accessoires (+14,5 %) ont \u00e9t\u00e9 particuli\u00e8rement performants. La marge brute s&rsquo;est ainsi am\u00e9lior\u00e9e de 110 points de base pour atteindre 47,4 %.<\/p>\n\n\n\n<p>Cependant, la marge EBIT est rest\u00e9e \u00e0 7,1 % comme en 2023, alors que le b\u00e9n\u00e9fice net a diminu\u00e9. La marque de sport allemande a enregistr\u00e9 un b\u00e9n\u00e9fice net d\u00e9cevant de 282 millions d&rsquo;euros, contre 305 millions d&rsquo;euros l&rsquo;ann\u00e9e derni\u00e8re. Le PDG Arne Freundt a litt\u00e9ralement d\u00e9clar\u00e9 qu&rsquo;il n&rsquo;\u00e9tait \u00ab pas satisfait de la rentabilit\u00e9 \u00bb.<\/p>\n\n\n\n<p>Pour am\u00e9liorer la situation, Puma lance le programme de r\u00e9duction des co\u00fbts Nextlevel, qui vise \u00e0 optimiser les co\u00fbts directs et indirects. Bien que le programme inclue les co\u00fbts de personnel, on ne sait pas encore s&rsquo;il entra\u00eenera des licenciements. L&rsquo;objectif final est d&rsquo;atteindre une marge EBIT de 8,5 % d&rsquo;ici 2027.<\/p>\n\n\n\n<p>Cependant, les analystes sont particuli\u00e8rement pr\u00e9occup\u00e9s par le fait que Puma <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-recupere-un-ancien-dirigeant-retraite\/\">ne profite pas de la faiblesse<\/a> de <strong>Nike<\/strong>, le leader du march\u00e9. Avec son principal concurrent \u00e0 la tra\u00eene, la marque devrait au moins gagner des parts de march\u00e9. Mais malgr\u00e9 les tentatives avec des r\u00e9\u00e9ditions de chaussures populaires, telles que la Speedcat, la part de march\u00e9 reste sous pression. <strong>Adidas <\/strong>a <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-se-retablit-apres-la-douloureuse-rupture-yeezy\/\">r\u00e9cemment affich\u00e9 de bons r\u00e9sultats<\/a> et les nouveaux venus, tels que <strong>On Running<\/strong> et <strong>Hoka<\/strong>, cr\u00e9ent \u00e9galement une rivalit\u00e9 suppl\u00e9mentaire.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Malgr\u00e9 une solide croissance des ventes sur tous les continents, Puma r\u00e9duit ses co\u00fbts. Les b\u00e9n\u00e9fices ont d\u00e9\u00e7u en 2024 et l&rsquo;avenir de la marque suscite m\u00eame des inqui\u00e9tudes.<\/p>\n","protected":false},"author":5,"featured_media":91612,"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":[979],"topic":[266],"region":[470],"class_list":["post-111859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-puma","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Puma \u00ab insatisfaite \u00bb malgr\u00e9 la progression de son chiffre d&#039;affaires - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Malgr\u00e9 une solide croissance des ventes sur tous les continents, Puma r\u00e9duit ses co\u00fbts. 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