{"id":156253,"date":"2026-10-02T09:54:58","date_gmt":"2026-10-02T07:54:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=156253"},"modified":"2026-10-02T09:55:00","modified_gmt":"2026-10-02T07:55:00","slug":"nike-poursuit-ses-reductions-deffectifs-des-suppressions-demplois-suite-a-un-fort-recul-en-chine","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-poursuit-ses-reductions-deffectifs-des-suppressions-demplois-suite-a-un-fort-recul-en-chine\/","title":{"rendered":"Nike poursuit ses r\u00e9ductions d’effectifs : des suppressions d’emplois suite \u00e0 un fort recul en Chine"},"content":{"rendered":"\n

La reprise prenant plus de temps que pr\u00e9vu, Nike <\/strong>proc\u00e8de \u00e0 une nouvelle vague de suppressions d’emplois. Le g\u00e9ant du sport simplifie sa structure mondiale et vise 2,5 milliards de dollars d’\u00e9conomies d’ici 2031. C’est surtout le recul persistant en Chine qui met sous pression le redressement entrepris par le PDG Elliott Hill.<\/p>\n\n\n\n

La Chine \u00ab prend du temps \u00bb<\/h2>\n\n\n\n

Nike pr\u00e9voit une baisse de son chiffre d\u2019affaires de l\u2019ordre d\u2019un pourcentage \u00e0 un chiffre \u00e9lev\u00e9 pour l\u2019exercice 2027 en cours. Ce r\u00e9sultat est nettement plus mauvais que la baisse d\u2019environ 2 % que les analystes avaient pr\u00e9vue en moyenne. Au cours du dernier trimestre, le chiffre d\u2019affaires a recul\u00e9 de 4 % pour s\u2019\u00e9tablir \u00e0 11,2 milliards de dollars (9,95 milliards d\u2019euros), soit une baisse de 5 % \u00e0 taux de change constants. Le b\u00e9n\u00e9fice net a diminu\u00e9 de 2 % pour s\u2019\u00e9tablir \u00e0 712 millions de dollars am\u00e9ricains (632 millions d\u2019euros).<\/p>\n\n\n\n

Les difficult\u00e9s se concentrent principalement en Chine, o\u00f9 les ventes ont chut\u00e9 de pas moins de 26 % \u00e0 taux de change constants. Nike y est confront\u00e9 \u00e0 des concurrents locaux plus puissants, \u00e0 des challengers internationaux et \u00e0 une offre exc\u00e9dentaire de produits sold\u00e9s. Dans le m\u00eame temps, Nike Sportswear et la marque Jordan sont \u00e0 la tra\u00eene. \u00ab Nos activit\u00e9s Nike Performance ne sont pas encore suffisamment importantes pour compenser la pression que nous observons chez Nike Sportswear, Jordan Brand et en Grande Chine \u00bb, a d\u00e9clar\u00e9 Hill lors de la pr\u00e9sentation des r\u00e9sultats. Selon le PDG, le redressement de ces activit\u00e9s \u00ab prendra du temps \u00bb.<\/p>\n\n\n\n

Nouvelle vague de licenciements<\/h2>\n\n\n\n

Nike r\u00e9agit par une nouvelle r\u00e9organisation : l\u2019entreprise souhaite supprimer des niveaux hi\u00e9rarchiques, moderniser la cha\u00eene d\u2019approvisionnement et confier davantage de pouvoir d\u00e9cisionnel aux \u00e9quipes locales. Nike regroupe d\u00e9sormais ses activit\u00e9s en trois r\u00e9gions : Am\u00e9rique, Europe-Moyen-Orient-Afrique et Asie-Pacifique-Grande Chine. Par ailleurs, le groupe ouvre un nouveau campus en Inde.<\/p>\n\n\n\n

Cette op\u00e9ration entra\u00eene \u00e9galement de nouveaux licenciements, m\u00eame si Nike n\u2019a pas encore pr\u00e9cis\u00e9 le nombre d\u2019emplois supprim\u00e9s ni les pays concern\u00e9s. L\u2019entreprise commencera \u00e0 informer ses salari\u00e9s \u00e0 partir de 2027.<\/p>\n\n\n\n

Nike pr\u00e9voit que cette vague de restructuration g\u00e9n\u00e9rera environ 2,5 milliards de dollars (2,22 milliards d\u2019euros) d\u2019\u00e9conomies d\u2019ici l\u2019exercice 2031. En contrepartie, les co\u00fbts de restructuration avant imp\u00f4ts sont estim\u00e9s \u00e0 1 milliard de dollars. Au cours de l\u2019exercice pr\u00e9c\u00e9dent, Nike avait d\u00e9j\u00e0 enregistr\u00e9 300 millions de dollars d\u2019indemnit\u00e9s de licenciement.<\/p>\n\n\n\n

Une question de produits<\/h2>\n\n\n\n

Les r\u00e9ductions de co\u00fbts ne r\u00e9solvent toutefois pas d\u2019elles-m\u00eames le principal probl\u00e8me commercial. Les analystes soulignent surtout le manque de nouveaux produits attrayants et la forte d\u00e9pendance vis-\u00e0-vis des mod\u00e8les lifestyle classiques. De ce fait, Nike a d\u00fb recourir plus souvent \u00e0 des promotions au cours des derniers trimestres, tandis que de nouveaux concurrents lui ravissaient des parts de march\u00e9.<\/p>\n\n\n\n

Parall\u00e8lement, Nike tente de restaurer sa cr\u00e9dibilit\u00e9 sportive. Hill met \u00e0 nouveau l\u2019accent notamment sur la course \u00e0 pied, le football et le basket-ball, et renoue des liens avec ses partenaires grossistes. Cette strat\u00e9gie porte d\u00e9j\u00e0 ses fruits dans certains segments de la cat\u00e9gorie \u00ab performance \u00bb, mais la croissance n\u2019est pour l\u2019instant pas suffisante pour compenser le recul enregistr\u00e9 dans les segments \u00ab lifestyle \u00bb, \u00ab Jordan \u00bb et en Chine.<\/p>\n\n\n\n

De plus, les difficult\u00e9s en Chine pourraient perdurer pendant encore quelques saisons. \u00c0 partir de janvier, Nike souhaite retirer les droits de vente en ligne \u00e0 plusieurs grands partenaires de distribution afin d\u2019exercer un meilleur contr\u00f4le sur les prix et les remises. Hill pr\u00e9vient que cette restructuration aura, \u00e0 court terme, un impact tant sur le chiffre d\u2019affaires que sur la rentabilit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"

La reprise prenant plus de temps que pr\u00e9vu, Nike proc\u00e8de \u00e0 une nouvelle vague de suppressions d’emplois. Le g\u00e9ant du sport simplifie sa structure mondiale et vise 2,5 milliards de dollars d’\u00e9conomies d’ici 2031. C’est surtout le recul persistant en Chine qui met sous pression le redressement entrepris par le PDG Elliott Hill.<\/p>\n","protected":false},"author":5,"featured_media":156254,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[770],"people":[],"extra":[43],"company":[644],"topic":[332,266],"region":[],"class_list":["post-156253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-nike","topic-restructuration","topic-resultats-financiers"],"acf":[],"yoast_head":"\nNike poursuit ses r\u00e9ductions d'effectifs : des suppressions d'emplois suite \u00e0 un fort recul en Chine - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-poursuit-ses-reductions-deffectifs-des-suppressions-demplois-suite-a-un-fort-recul-en-chine\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nike poursuit ses r\u00e9ductions d'effectifs : des suppressions d'emplois suite \u00e0 un fort recul en Chine - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"La reprise prenant plus de temps que pr\u00e9vu, Nike proc\u00e8de \u00e0 une nouvelle vague de suppressions d'emplois. 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