{"id":152136,"date":"2026-07-22T13:26:43","date_gmt":"2026-07-22T11:26:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152136"},"modified":"2026-07-22T13:26:45","modified_gmt":"2026-07-22T11:26:45","slug":"nike-procede-a-des-suppressions-deffectifs-en-chine-des-milliers-de-vendeurs-se-retrouvent-sur-le-carreau","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-procede-a-des-suppressions-deffectifs-en-chine-des-milliers-de-vendeurs-se-retrouvent-sur-le-carreau\/","title":{"rendered":"Nike abandonne ses partenaires en Chine : un virage risqu\u00e9 vers la vente directe"},"content":{"rendered":"\n<p><strong>Nike <\/strong>change radicalement de cap en Chine : \u00e0 partir de janvier 2027, le g\u00e9ant du sport mettra fin \u00e0 ses ventes en ligne via ses partenaires grossistes. Des milliers de vendeurs proposant des produits Nike sur les plateformes de commerce \u00e9lectronique chinoises se retrouveront ainsi exclus. S&rsquo;agit-il d&rsquo;une d\u00e9cision judicieuse ou cela ne fera-t-il que d\u00e9t\u00e9riorer davantage les relations avec la Chine ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vente directe via ses propres canaux<\/h2>\n\n\n\n<p>Le chiffre d\u2019affaires de Nike en Grande Chine a recul\u00e9 de 17 % au cours du dernier trimestre, une baisse encore plus marqu\u00e9e que celle de 10 % enregistr\u00e9e le trimestre pr\u00e9c\u00e9dent. La Chine reste donc un sujet de pr\u00e9occupation : ce march\u00e9, qui repr\u00e9sente 14 % du chiffre d\u2019affaires total de Nike, est aujourd\u2019hui domin\u00e9 par des acteurs locaux tels qu\u2019<strong>Anta<\/strong> (<strong>Puma <\/strong>et <strong>Fila<\/strong>) et <strong>Li Ning<\/strong>, tandis que des marques \u00e9trang\u00e8res comme <strong>On <\/strong>et <strong>Hoka <\/strong>gagnent \u00e9galement du terrain.<\/p>\n\n\n\n<p>Cathy Sparks, vice-pr\u00e9sidente et directrice g\u00e9n\u00e9rale pour la r\u00e9gion de la Grande Chine, annonce d\u00e9sormais que Nike mettra d\u00e9finitivement fin \u00e0 ses ventes en ligne via des distributeurs en gros. \u00c0 la place, l\u2019entreprise ne vendra plus que par le biais de ses propres boutiques en ligne sur des plateformes chinoises populaires telles que <strong>Tmall<\/strong>, <strong>JD.com<\/strong> et <strong>Douyin<\/strong>, en plus de son site web et de son application. \u00ab Notre <a href=\"https:\/\/www.reuters.com\/business\/media-telecom\/nike-tighten-online-sales-china-amid-cluttered-marketplace-2026-07-22\/\">march\u00e9 est devenu tellement fragment\u00e9 et confus<\/a> \u00bb, explique Sparks \u00e0 Reuters. \u00ab Les consommateurs veulent une exp\u00e9rience de marque haut de gamme, fiable et fluide, tant en ligne qu\u2019en magasin. \u00bb<\/p>\n\n\n\n<p>Les seize partenaires grossistes de Nike en Chine, qui g\u00e8rent ensemble des milliers de magasins physiques, ne seront plus autoris\u00e9s \u00e0 vendre qu\u2019en magasin \u00e0 partir de janvier. L\u2019un des plus grands partenaires, <strong>Topsports<\/strong>, r\u00e9alisait encore r\u00e9cemment 22 % de son chiffre d\u2019affaires gr\u00e2ce aux ventes en ligne de produits Nike. L\u2019entreprise s\u2019attend \u00e0 un impact n\u00e9gatif \u00ab significatif \u00bb \u00e0 court terme, mais reste \u00ab d\u00e9termin\u00e9e \u00e0 collaborer \u00e9troitement avec Nike sur les accords de vente en magasin \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Nike a un probl\u00e8me de produits \u00bb<\/h2>\n\n\n\n<p>Les analystes avertissent toutefois que ce changement de strat\u00e9gie ne fait qu\u2019aggraver les difficult\u00e9s de la marque en Chine. Laurent Vasilescu, analyste chez BNP Paribas, qualifie ce revirement de \u00ab faux pas strat\u00e9gique \u00bb qui fait le jeu de concurrents tels qu\u2019Anta et Li Ning. \u00ab Nike n\u2019a pas de probl\u00e8me de distribution en Chine. Elle a un probl\u00e8me de produit \u00bb, a-t-il \u00e9crit dans un rapport.<\/p>\n\n\n\n<p>Il est \u00e9galement frappant de constater que Nike revient en Chine \u00e0 la strat\u00e9gie qui avait d\u00e9j\u00e0 caus\u00e9 des probl\u00e8mes \u00e0 la marque de sport aux \u00c9tats-Unis et que le PDG Elliott Hill tente justement de rem\u00e9dier. L&rsquo;actuel dirigeant, qui a pris ses fonctions il y a pr\u00e8s de deux ans, souhaite r\u00e9tablir les relations avec les d\u00e9taillants et les partenaires grossistes en Am\u00e9rique du Nord, apr\u00e8s que l&rsquo;accent mis sur ses propres canaux de vente lui a co\u00fbt\u00e9 des parts de march\u00e9.<\/p>\n\n\n\n<p>Sparks reconna\u00eet toutefois que Nike doit \u00e9galement redoubler d\u2019efforts pour s\u00e9duire le consommateur chinois. L\u2019entreprise a r\u00e9cemment nomm\u00e9 un vice-pr\u00e9sident charg\u00e9 du d\u00e9veloppement de produits locaux afin de concevoir des articles mieux adapt\u00e9s aux go\u00fbts des clients chinois. Par ailleurs, Nike s\u2019efforce de se recentrer sur le sport, apr\u00e8s des ann\u00e9es de forte croissance dans les segments \u00ab lifestyle \u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nike change radicalement de cap en Chine : \u00e0 partir de janvier 2027, le g\u00e9ant du sport mettra fin \u00e0 ses ventes en ligne par l&rsquo;interm\u00e9diaire de ses partenaires grossistes. Des milliers de vendeurs proposant des produits Nike sur les plateformes de commerce \u00e9lectronique chinoises se retrouveront ainsi exclus. S&rsquo;agit-il d&rsquo;une d\u00e9cision judicieuse ou cela ne fera-t-il que d\u00e9t\u00e9riorer davantage les relations avec la Chine ?<\/p>\n","protected":false},"author":5,"featured_media":152137,"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":[198],"region":[277],"class_list":{"0":"post-152136","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-e-commerce","12":"region-chine"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike abandonne ses partenaires en Chine : un virage risqu\u00e9 vers la vente 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