{"id":114682,"date":"2025-03-06T11:51:47","date_gmt":"2025-03-06T10:51:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114682"},"modified":"2025-03-06T11:54:08","modified_gmt":"2025-03-06T10:54:08","slug":"pourquoi-adidas-supprime-500-emplois-malgre-des-chiffres-solides","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/pourquoi-adidas-supprime-500-emplois-malgre-des-chiffres-solides\/","title":{"rendered":"Pourquoi Adidas supprime 500 emplois, malgr\u00e9 des chiffres solides"},"content":{"rendered":"\n

Adidas<\/strong> supprime 500 emplois \u00e0 son si\u00e8ge allemand de Herzogenaurach. Pourtant, la marque de sport a publi\u00e9 mercredi des chiffres meilleurs que pr\u00e9vu. Que se passe-t-il ?<\/p>\n\n\n\n

D\u00e9centraliser<\/h2>\n\n\n\n

Avec des ventes en hausse de 12 % et un b\u00e9n\u00e9fice net de 764 millions d’euros, alors que l’entreprise doit encore admettre une perte de 75 millions d’euros en 2023, Adidas a fait mieux que pr\u00e9vu l’ann\u00e9e derni\u00e8re. N\u00e9anmoins, son PDG Bj\u00f8rn Gulden a annonc\u00e9 mercredi une mesure sensible : 500 emplois seront supprim\u00e9s \u00e0 son si\u00e8ge en Bavi\u00e8re dans le cadre d’une r\u00e9organisation.<\/p>\n\n\n\n

\u00ab Nous devons simplifier nos processus et r\u00e9duire la complexit\u00e9 au sein de l’entreprise \u00bb, a d\u00e9clar\u00e9 le dirigeant. \u00ab Nous nous concentrons d\u00e9sormais sur la d\u00e9centralisation de la prise de d\u00e9cision afin de permettre aux march\u00e9s locaux d’agir plus rapidement et plus efficacement. \u00bb Depuis l’Allemagne, les employ\u00e9s ne peuvent pas \u00e9valuer les produits qui se vendront bien sur les march\u00e9s am\u00e9ricain ou chinois, selon son raisonnement. <\/p>\n\n\n\n

Droits de douane \u00e0 l’importation<\/h2>\n\n\n\n

\u00ab L’athl\u00e8te le plus populaire en Chine est un snowboarder, suivi de pr\u00e8s par un breakdancer. Nous investissons dans l’\u00e9quipe de rugby de Nouvelle-Z\u00e9lande, le cricket indien et la star du ski am\u00e9ricain Mikaela Shiffrin. Avec un budget marketing de 3 milliards, on peut faire les choses un peu diff\u00e9remment, surtout s’il s’agit de petits sports. En effet, les co\u00fbts ne sont pas si \u00e9lev\u00e9s. Un contrat de sponsoring avec, disons, un skieur co\u00fbte les lacets d’un footballeur, que nous payons parfois jusqu’\u00e0 20 millions d’euros<\/a> \u00bb, cite De Tijd.<\/p>\n\n\n\n

Gulden souhaite se renforcer aux \u00c9tats-Unis, m\u00eame s’il ne se fait pas d’illusions quant \u00e0 sa capacit\u00e9 \u00e0 y devenir le leader du march\u00e9 : l’avance de Nike<\/strong> est trop importante. La marque a toutefois conclu un accord de parrainage avec Travis Hunter, une star du football am\u00e9ricain.<\/p>\n\n\n\n

Le dirigeant reste \u00e9galement prudent dans ses pr\u00e9visions en raison de l’incertitude li\u00e9e aux droits de douane : \u00ab \u00c0 peine 3 \u00e0 4 % des produits que nous vendons aux \u00c9tats-Unis sont fabriqu\u00e9s en Chine. Nous ne serions donc pas affect\u00e9s par une guerre commerciale sur ce front \u00e0 court terme. Mais nombre de nos rivaux ont recours \u00e0 la Chine. Les augmentations de prix dans d’autres pays entra\u00eeneront une hausse de l’inflation, ce qui risque d’avoir des r\u00e9percussions n\u00e9gatives sur nos volumes de vente. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Adidas supprime 500 emplois \u00e0 son si\u00e8ge allemand de Herzogenaurach. Pourtant, la marque de sport a publi\u00e9 mercredi des chiffres meilleurs que pr\u00e9vu. Que se passe-t-il ? <\/p>\n","protected":false},"author":3,"featured_media":82103,"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":[43],"company":[351],"topic":[332],"region":[],"class_list":["post-114682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-adidas","topic-restructuration"],"acf":[],"yoast_head":"\nPourquoi Adidas supprime 500 emplois, malgr\u00e9 des chiffres solides - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Adidas supprime 500 emplois \u00e0 son si\u00e8ge allemand. 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