{"id":145162,"date":"2026-04-01T09:53:38","date_gmt":"2026-04-01T07:53:38","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=145162"},"modified":"2026-04-01T09:53:39","modified_gmt":"2026-04-01T07:53:39","slug":"nike-marque-le-pas-au-troisieme-trimestre","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-marque-le-pas-au-troisieme-trimestre\/","title":{"rendered":"Nike marque le pas au troisi\u00e8me trimestre"},"content":{"rendered":"\n<p>La reprise du g\u00e9ant du sport <strong>Nike <\/strong>s&rsquo;av\u00e8re plus lente que pr\u00e9vu. Face \u00e0 la conjoncture incertaine, \u00e0 la baisse des marges et aux difficult\u00e9s persistantes en Chine, le PDG Elliott Hill demande plus de temps pour mener \u00e0 bien le redressement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le chiffre d&rsquo;affaires stagne, les b\u00e9n\u00e9fices s&rsquo;effondrent<\/h2>\n\n\n\n<p>Au troisi\u00e8me trimestre de l&rsquo;exercice 2026, Nike a enregistr\u00e9 un chiffre d&rsquo;affaires de 11,3 milliards de dollars (10,4 milliards d&rsquo;euros), pratiquement identique \u00e0 celui de l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente. Le b\u00e9n\u00e9fice net a toutefois chut\u00e9 de 35 % pour s&rsquo;\u00e9tablir \u00e0 520 millions de dollars (479 millions d&rsquo;euros), tandis que le b\u00e9n\u00e9fice par action est pass\u00e9 de 54 cents (0,50 euro) \u00e0 35 cents (0,32 euro).<\/p>\n\n\n\n<p>Mais ce sont surtout les perspectives qui ont d\u00e9\u00e7u. Le directeur financier Matthew Friend table sur une baisse du chiffre d&rsquo;affaires de 2 \u00e0 4 % pour le trimestre en cours, alors que les analystes tablaient justement sur une croissance. La reprise prend \u00ab plus de temps que je ne le souhaiterais \u00bb, admet ouvertement le PDG Elliott Hill, avec des rythmes diff\u00e9rents \u00e0 travers le portefeuille.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La strat\u00e9gie \u00ab Win Now \u00bb demande (plus) de temps<\/h2>\n\n\n\n<p>La plus grande d\u00e9ception vient du segment de la mode sportive et du lifestyle. Cette division a recul\u00e9 d\u2019un pourcentage \u00e0 deux chiffres, freinant ainsi nettement la croissance du chiffre d\u2019affaires. C\u2019est douloureux, car la strat\u00e9gie \u00ab Win Now \u00bb, lanc\u00e9e en 2025, doit ramener Nike \u00e0 son c\u0153ur de m\u00e9tier : le sport. Au lieu d\u2019une segmentation par \u00e2ge ou par sexe, l\u2019entreprise se concentre \u00e0 nouveau sur des cat\u00e9gories sportives telles que la course \u00e0 pied et le basket-ball. Mais ce segment est complexe et demande du temps, selon Hill.<\/p>\n\n\n\n<p>Le chiffre d&rsquo;affaires des ventes au d\u00e9tail s&rsquo;est \u00e9lev\u00e9 \u00e0 4,5 milliards de dollars (4,1 milliards d&rsquo;euros), soit une baisse de 4 %. Les activit\u00e9s num\u00e9riques ont \u00e9galement affich\u00e9 des performances plus faibles. Les ventes en ligne ont recul\u00e9 de 9 %, en partie \u00e0 cause de promotions agressives et de baisses de prix visant \u00e0 \u00e9couler les stocks. En revanche, le chiffre d&rsquo;affaires de la vente en gros a augment\u00e9 de 5 % pour atteindre 6,5 milliards de dollars (6 milliards d&rsquo;euros)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La Chine et la g\u00e9opolitique freinent la croissance<\/h2>\n\n\n\n<p>Nike pr\u00e9voit d&rsquo;avoir mis en \u0153uvre les principaux volets de sa strat\u00e9gie \u00ab Win Now \u00bb d&rsquo;ici fin 2026. Le calendrier reste toutefois incertain. Friend s&rsquo;attend \u00e0 ce que le chiffre d&rsquo;affaires total baisse l\u00e9g\u00e8rement cette ann\u00e9e, la croissance en Am\u00e9rique du Nord ne compensant que partiellement la faiblesse observ\u00e9e en Chine. Par ailleurs, les tensions g\u00e9opolitiques et les droits de douane jouent un r\u00f4le de plus en plus important.<\/p>\n\n\n\n<p>La hausse des droits d&rsquo;importation a pes\u00e9 sur la marge brute, tandis que Friend souligne \u00e9galement la hausse des prix du p\u00e9trole et les tensions au Moyen-Orient. Ces facteurs externes affectent \u00e0 la fois la structure des co\u00fbts et le comportement des consommateurs, pr\u00e9cis\u00e9ment au moment o\u00f9 Nike tente d&rsquo;acc\u00e9l\u00e9rer sa reprise. \u00ab Le travail n&rsquo;est pas termin\u00e9, mais la direction \u00e0 suivre est claire \u00bb, conclut Hill.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La reprise du g\u00e9ant du sport Nike s&rsquo;av\u00e8re plus lente que pr\u00e9vu. Face \u00e0 la conjoncture incertaine, \u00e0 la baisse des marges et aux difficult\u00e9s persistantes en Chine, le PDG Elliott Hill demande plus de temps pour mener \u00e0 bien le redressement.<\/p>\n","protected":false},"author":5,"featured_media":145163,"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":[770],"people":[],"extra":[43],"company":[644],"topic":[266],"region":[446],"class_list":{"0":"post-145162","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"tag-sportmode","10":"extra-plus","11":"company-nike","12":"topic-resultats-financiers","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 marque le pas au troisi\u00e8me trimestre - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La reprise du g\u00e9ant du sport Nike s&#039;av\u00e8re plus lente que pr\u00e9vu. 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