{"id":138094,"date":"2025-12-19T10:36:33","date_gmt":"2025-12-19T09:36:33","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=138094"},"modified":"2025-12-19T10:36:35","modified_gmt":"2025-12-19T09:36:35","slug":"nike-les-faibles-ventes-en-chine-sapent-la-confiance-dans-la-reprise","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-les-faibles-ventes-en-chine-sapent-la-confiance-dans-la-reprise\/","title":{"rendered":"Nike : les faibles ventes en Chine sapent la confiance dans la reprise"},"content":{"rendered":"\n<p><strong>Nike <\/strong>continue de rencontrer des difficult\u00e9s sur le march\u00e9 chinois, tandis que le fabricant de baskets progresse prudemment ailleurs. Selon les analystes, le retour de la marque se fait \u00ab \u00e0 deux pas en avant et un pas en arri\u00e8re \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le retour n&rsquo;est \u00ab pas lin\u00e9aire \u00bb<\/h2>\n\n\n\n<p>Au cours du trimestre clos le 30 novembre, le chiffre d&rsquo;affaires mondial a augment\u00e9 de 1 % pour atteindre 12,4 milliards de dollars (11,4 milliards d&rsquo;euros). Ce niveau reste toutefois inf\u00e9rieur d&rsquo;environ un milliard de dollars (920 millions d&rsquo;euros) au chiffre d&rsquo;affaires enregistr\u00e9 il y a deux ans. <\/p>\n\n\n\n<p>La pression sur la rentabilit\u00e9 reste \u00e9galement forte : la marge brute a baiss\u00e9 de 3 points de pourcentage pour s&rsquo;\u00e9tablir \u00e0 40,6 %. Nike attribue cela principalement \u00e0 la hausse des droits d&rsquo;importation en Am\u00e9rique du Nord, qui, selon l&rsquo;entreprise, lui co\u00fbtent 1,5 milliard de dollars par an. Le b\u00e9n\u00e9fice net a chut\u00e9 de 32 % au cours du trimestre.<\/p>\n\n\n\n<p>Pour le trimestre en cours, avec les importantes ventes de fin d&rsquo;ann\u00e9e, Nike pr\u00e9voit m\u00eame une baisse du chiffre d&rsquo;affaires de quelques pourcents. Le PDG Elliott Hill estime n\u00e9anmoins que la marque est \u00e0 mi-chemin de son retour, mais <a href=\"https:\/\/www.ft.com\/content\/a7ef61fa-4c2a-4bb6-aadb-4bed15b41a46\">souligne que la reprise n&rsquo;est pas lin\u00e9aire<\/a>. Hill, sorti de sa retraite l&rsquo;ann\u00e9e derni\u00e8re, met d\u00e9sormais l&rsquo;accent sur les sports phares et souhaite r\u00e9tablir les relations avec les athl\u00e8tes et les d\u00e9taillants. Le PDG admet que Nike a trop peu investi dans les magasins de ses partenaires d\u00e9taillants.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Du temps n\u00e9cessaire en Chine<\/h2>\n\n\n\n<p>En Chine, en revanche, une \u00ab remise \u00e0 z\u00e9ro \u00bb est n\u00e9cessaire. Hill augmente les investissements dans les magasins, notamment \u00e0 Shanghai et P\u00e9kin, mais cherche \u00e9galement \u00e0 mieux s&rsquo;int\u00e9grer au march\u00e9 du commerce \u00e9lectronique. \u00ab Cela prendra du temps \u00bb, d\u00e9clare le PDG. En Am\u00e9rique du Nord, en Europe, au Moyen-Orient et en Afrique, le chiffre d&rsquo;affaires a augment\u00e9, mais en Chine, il a baiss\u00e9 de 17 % pour atteindre 1,4 milliard de dollars (environ 1,3 milliard d&rsquo;euros).<\/p>\n\n\n\n<p>Barclays constate \u00e9galement que la reprise est in\u00e9gale. Dans une analyse, la banque affirme qu&rsquo;il y a \u00ab des signes \u00e9vidents de progr\u00e8s \u00bb en Am\u00e9rique du Nord. Barclays souligne \u00ab les pousses vertes sur le march\u00e9, un revirement vers la vente \u00e0 plein tarif, un carnet de commandes bien rempli chez les partenaires grossistes et une acc\u00e9l\u00e9ration des gains de parts de march\u00e9 dans le domaine de la course \u00e0 pied \u00bb. Dans le m\u00eame temps, la banque avertit que le groupe \u00ab fait deux pas en avant en Am\u00e9rique du Nord, mais un pas en arri\u00e8re en Chine, dans la r\u00e9gion Asie-Pacifique et en Am\u00e9rique latine \u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nike continue de rencontrer des difficult\u00e9s sur le march\u00e9 chinois, tandis que le fabricant de baskets progresse prudemment ailleurs. Selon les analystes, le retour de la marque se fait \u00ab \u00e0 deux pas en avant et un pas en arri\u00e8re \u00bb.<\/p>\n","protected":false},"author":5,"featured_media":138095,"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":[277,446],"class_list":{"0":"post-138094","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","12":"region-chine","13":"region-etats-unis-2"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike : les faibles ventes en Chine sapent la confiance dans la 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