{"id":121356,"date":"2025-06-27T10:02:50","date_gmt":"2025-06-27T08:02:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=121356"},"modified":"2025-06-27T10:02:52","modified_gmt":"2025-06-27T08:02:52","slug":"nike-la-baisse-du-chiffre-daffaires-est-moins-importante-que-redoutee-mais-la-reprise-reste-fragile","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-la-baisse-du-chiffre-daffaires-est-moins-importante-que-redoutee-mais-la-reprise-reste-fragile\/","title":{"rendered":"Nike : baisse moins importante que pr\u00e9vu, mais la reprise reste fragile"},"content":{"rendered":"\n<p>L&rsquo;ann\u00e9e derni\u00e8re, le chiffre d&rsquo;affaires et le b\u00e9n\u00e9fice de <strong>Nike<\/strong> ont chut\u00e9, mais le nouveau PDG Elliott Hill essaie de renverser la tendance. Bien que les chiffres trimestriels montrent \u00e0 nouveau une baisse, la direction semble remarquablement combative.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab\u00a0Dor\u00e9navant mieux\u00a0\u00bb<\/h2>\n\n\n\n<p>\u00ab\u00a0Il existe un chemin clair de r\u00e9tablissement pour nous. \u00c0 partir de maintenant, les r\u00e9sultats vont s&rsquo;am\u00e9liorer\u00a0\u00bb, a d\u00e9clar\u00e9 Hill lors d&rsquo;une pr\u00e9sentation aux analystes. Pour l&rsquo;ensemble de l&rsquo;exercice pr\u00e9c\u00e9dent (jusqu&rsquo;\u00e0 fin mai), le chiffre d&rsquo;affaires s&rsquo;est \u00e9lev\u00e9 \u00e0 46,3 milliards de dollars (43,3 milliards d&rsquo;euros), soit une baisse de 10 %. Le b\u00e9n\u00e9fice annuel s&rsquo;est \u00e9lev\u00e9 \u00e0 3,2 milliards de dollars (3 milliards d&rsquo;euros), soit 44 % de moins que l&rsquo;ann\u00e9e derni\u00e8re.<\/p>\n\n\n\n<p>Au quatri\u00e8me trimestre (mars-mai), le chiffre d&rsquo;affaires a encore chut\u00e9 de 12 % pour atteindre 11,1 milliards de dollars (10,4 milliards d&rsquo;euros). Cependant, les analystes s&rsquo;attendaient \u00e0 une baisse plus marqu\u00e9e de 15 %, ce qui signifie que Nike a d\u00e9pass\u00e9 les attentes. Le b\u00e9n\u00e9fice a n\u00e9anmoins chut\u00e9 de 86 % pour atteindre 211 millions de dollars (198 millions d&rsquo;euros).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Encore du succ\u00e8s avec les partenaires<\/h2>\n\n\n\n<p>Elliott Hill reconna\u00eet que les performances ne r\u00e9pondent pas \u00e0 ses propres ambitions. \u00ab\u00a0Bien que nos r\u00e9sultats financiers soient conformes \u00e0 nos attentes, ils ne sont pas \u00e0 la hauteur de ce que nous souhaitons\u00a0\u00bb, a-t-il d\u00e9clar\u00e9 dans un communiqu\u00e9. Il veut maintenant revenir \u00e0 l&rsquo;essentiel : \u00ab\u00a0Nike doit redevenir une v\u00e9ritable marque de sport\u00a0\u00bb. Il y a aussi la collaboration avec <strong>Skims<\/strong>, la marque de sous-v\u00eatements de Kim Kardashian, bien que celle-ci soit retard\u00e9e en raison de probl\u00e8mes de production.<\/p>\n\n\n\n<p>\u00ab\u00a0Nos propositions r\u00e9sonnent aupr\u00e8s de nos partenaires\u00a0\u00bb, a d\u00e9clar\u00e9 Hill lors de l&rsquo;appel aux analystes. Les relations avec les grossistes sont \u00e9galement revitalis\u00e9es. L&rsquo;entreprise est de nouveau active sur <strong>Amazon<\/strong> et \u00e9largit sa pr\u00e9sence dans les magasins physiques. En m\u00eame temps, Nike essaie d&rsquo;\u00e9couler ses stocks exc\u00e9dentaires. La marque mise fortement sur les r\u00e9ductions pour faire de la place pour de nouvelles collections.<\/p>\n\n\n\n<p>Nike fait \u00e9galement face \u00e0 des vents contraires g\u00e9opolitiques. Les droits d&rsquo;importation plus \u00e9lev\u00e9s de Donald Trump devraient r\u00e9duire les co\u00fbts de 1 milliard de dollars par an. En particulier, l&rsquo;importation en provenance de Chine (qui repr\u00e9sente actuellement 16 % de l&rsquo;approvisionnement en chaussures Nike aux \u00c9tats-Unis) constitue un risque. Nike souhaite ramener cette part en dessous de 10 % d&rsquo;ici la fin de l&rsquo;exercice. Dans le m\u00eame temps, l&rsquo;entreprise envisage des augmentations de prix strat\u00e9giques pour att\u00e9nuer l&rsquo;impact.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;ann\u00e9e derni\u00e8re, le chiffre d&rsquo;affaires et le b\u00e9n\u00e9fice de Nike ont chut\u00e9, mais le nouveau PDG Elliott Hill essaie de renverser la tendance. Bien que les chiffres trimestriels montrent \u00e0 nouveau une baisse, la direction semble remarquablement combative.<\/p>\n","protected":false},"author":5,"featured_media":121357,"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":[14,22],"tags":[],"people":[],"extra":[43],"company":[644],"topic":[266],"region":[],"class_list":{"0":"post-121356","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-nike","11":"topic-resultats-financiers"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike : baisse moins importante que pr\u00e9vu, mais la reprise reste fragile - RetailDetail BE<\/title>\n<meta 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