{"id":115121,"date":"2025-03-13T10:25:14","date_gmt":"2025-03-13T09:25:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=115121"},"modified":"2025-03-13T10:25:17","modified_gmt":"2025-03-13T09:25:17","slug":"puma-supprime-500-emplois-et-met-en-garde-contre-les-etats-unis-et-la-chine","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/puma-supprime-500-emplois-et-met-en-garde-contre-les-etats-unis-et-la-chine\/","title":{"rendered":"Puma supprime 500 emplois et met en garde contre les \u00c9tats-Unis et la Chine"},"content":{"rendered":"\n<p><strong>Puma <\/strong>supprime 500 emplois dans le monde entier afin de r\u00e9duire ses co\u00fbts apr\u00e8s une chute des b\u00e9n\u00e9fices et un d\u00e9but d&rsquo;ann\u00e9e d\u00e9cevant. Principales raisons : la faiblesse de la demande aux \u00c9tats-Unis et en Chine et la concurrence croissante.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moins d&#8217;emplois, moins de Chine<\/h2>\n\n\n\n<p>Sur les 500 emplois qui seront supprim\u00e9s, environ 150 postes dispara\u00eetront au si\u00e8ge de Herzogenaurach. En outre, Puma fermera un nombre de magasins non rentables, a d\u00e9clar\u00e9 Markus Neubrand, directeur financier. La soci\u00e9t\u00e9, qui emploie 21 000 personnes dans le monde, met en \u0153uvre ces mesures dans le cadre d&rsquo;un programme de r\u00e9duction des co\u00fbts visant \u00e0 porter sa marge b\u00e9n\u00e9ficiaire op\u00e9rationnelle (EBIT) \u00e0 8,5 % d&rsquo;ici \u00e0 2027. \u00c0 titre de comparaison, la marge en 2024 \u00e9tait de 7,1 %.<\/p>\n\n\n\n<p>Puma jette \u00e9galement un regard critique sur sa cha\u00eene d&rsquo;approvisionnement. Alors qu&rsquo;auparavant, 30 % de la production de chaussures destin\u00e9es au march\u00e9 am\u00e9ricain provenait de Chine, ce chiffre a \u00e9t\u00e9 ramen\u00e9 \u00e0 10 %. L&rsquo;entreprise encourage ses fournisseurs \u00e0 d\u00e9localiser leur production dans des pays tels que l&rsquo;Indon\u00e9sie afin de r\u00e9duire leur d\u00e9pendance vis-\u00e0-vis de la Chine et des droits de douane \u00e9lev\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">F\u00e9vrier a \u00e9t\u00e9 mauvais<\/h2>\n\n\n\n<p>L&rsquo;ann\u00e9e derni\u00e8re, le chiffre d&rsquo;affaires a augment\u00e9 de 4,4 % \u00e0 taux de change constants pour atteindre 8,82 milliards d&rsquo;euros. Cependant, le b\u00e9n\u00e9fice d&rsquo;exploitation (EBIT) a stagn\u00e9 \u00e0 622 millions d&rsquo;euros, pendant que le b\u00e9n\u00e9fice net a chut\u00e9 de 7,6 % \u00e0 282 millions d&rsquo;euros. Le PDG, Arne Freundt, s&rsquo;avoue m\u00e9content de ces chiffres et s&rsquo;attaque donc \u00e0 la structure des co\u00fbts. Au quatri\u00e8me trimestre, le chiffre d&rsquo;affaires a augment\u00e9 de pr\u00e8s de 10 %, mais les co\u00fbts d&rsquo;exploitation ont augment\u00e9 de 15,8 % dans le m\u00eame temps.<\/p>\n\n\n\n<p>Toutefois, des pressions externes s&rsquo;exercent \u00e9galement : \u00ab Le mois de f\u00e9vrier a \u00e9t\u00e9 mauvais, le mois de mars a commenc\u00e9 un peu mieux \u00bb, reconna\u00eet Freundt. L&rsquo;incertitude \u00e9conomique aux \u00c9tats-Unis signifie que les consommateurs ne d\u00e9pensent pas en ce moment, tandis que Puma lutte depuis longtemps pour rivaliser avec des concurrents plus importants tels qu&rsquo;Adidas et Nike. En outre, la pression exerc\u00e9e par des marques plus jeunes et \u00e0 croissance rapide, telles que On Running et Hoka, se fait de plus en plus forte.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Puma supprime 500 emplois dans le monde entier afin de r\u00e9duire ses co\u00fbts apr\u00e8s une chute des b\u00e9n\u00e9fices et un d\u00e9but d&rsquo;ann\u00e9e d\u00e9cevant. Principales raisons : la faiblesse de la demande aux \u00c9tats-Unis et en Chine et la concurrence croissante.<\/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":[43],"company":[979],"topic":[332,266],"region":[470],"class_list":["post-115121","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-puma","topic-restructuration","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 supprime 500 emplois et met en garde contre les \u00c9tats-Unis et la Chine - RetailDetail BE<\/title>\n<meta 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