{"id":22436,"date":"2017-10-30T15:54:42","date_gmt":"2017-10-30T15:54:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/nike-veut-se-debarrasser-des-retailers-banals\/"},"modified":"2017-10-30T15:54:42","modified_gmt":"2017-10-30T15:54:42","slug":"nike-veut-se-debarrasser-des-retailers-banals","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/nike-veut-se-debarrasser-des-retailers-banals\/","title":{"rendered":"Nike veut se d\u00e9barrasser des \u2018retailers banals\u2019"},"content":{"rendered":"<p>\u00ab Celui qui ne se diff\u00e9rencie pas, sera \u00e9ject\u00e9 \u00bb, tel est le message du CEO de <strong>Nike<\/strong>, Mark Parker, aux retailers. La marque de sport veut miser davantage sur les ventes en direct au consommateur et va donc faire\u00a0un tri dans son r\u00e9seau de distribution.<\/p>\n<p><!--break--><\/p>\n<h2>Un lien direct avec le consommateur<\/h2>\n<p>Afin de faire face \u00e0 la baisse des ventes, Nike lance un vaste projet de transformation. L\u2019\u00e9quipementier sportif am\u00e9ricain veut vendre davantage en direct au consommateur et envisage \u00e9galement d\u2019acc\u00e9l\u00e9rer sa cha\u00eene d\u2019approvisionnement et le d\u00e9veloppement de produits. \u00ab L\u2019approvisionnement rapide du march\u00e9, la connexion avec les consommateurs et <a href=\"https:\/\/www.cnbc.com\/2017\/10\/25\/nike-is-trying-to-use-retail-disruption-for-its-own-gain-ceo-says.html\" target=\"_blank\" rel=\"noopener\">les liens directs que nous avons avec les cons<\/a>ommateurs gr\u00e2ce au num\u00e9rique et \u00e0 l\u2019affiliation de membres sont \u00e9normes \u00bb, explique Parker \u00e0 la CNBC.<\/p>\n<p>\n\u00ab Aujourd\u2019hui le consommateur s\u2019attend \u00e0 une exp\u00e9rience premium, avec des produits et services innovants, qui leur seront livr\u00e9s de mani\u00e8re plus rapide et plus personnelle \u00bb, souligne-t-il. \u00ab Pouss\u00e9s par le changement de notre business, nous abordons les possibilit\u00e9s de croissance par l\u2019innovation, la rapidit\u00e9 et la digitalisation afin d\u2019assurer une croissance durable et rentable \u00e0 long terme. \u00bb<\/p>\n<p>\nEn r\u00e9action \u00e0 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-b%C3%A9n%C3%A9fice-en-baisse-d%E2%80%99un-cinqui%C3%A8me\" target=\"_blank\" rel=\"noopener\">la baisse du b\u00e9n\u00e9fice au premier trimestre\u00a0<\/a>\u2013 le b\u00e9n\u00e9fice a chut\u00e9 de plus d\u2019un cinqui\u00e8me et le chiffre d\u2019affaires a plus ou moins stagn\u00e9 \u2013, l\u2019\u00e9quipementier sportif a laiss\u00e9 entendre qu\u2019il visait un chiffre d\u2019affaires de 50 milliards de dollars d\u2019ici cinq ans. En 2015 il pensait d\u00e9j\u00e0 atteindre cet objectif d\u2019ici 2020, mais aujourd\u2019hui il a d\u00fb repouss\u00e9 ce d\u00e9lai.<\/p>\n<p>\nAfin de r\u00e9aliser cette croissance, Parker mise sur les ventes digitales (qui d\u2019ici cinq ans devraient passer de 15% \u00e0 30%), de nouveaux produits (50% de la croissance du chiffre d\u2019affaires doit provenir de ces nouvelles cat\u00e9gories et innovations), les ventes \u00e0 l\u2019\u00e9tranger (75% de la croissance devra \u00eatre g\u00e9n\u00e9r\u00e9e hors Etats-Unis).<\/p>\n<h2>\n\u00ab Les retailers\u00a0m\u00e9diocres ne survivront pas \u00bb<\/h2>\n<p>A noter surtout que Nike annonce <a href=\"https:\/\/www.retailnews.asia\/nike-ceo-says-undifferentiated-mediocre-retailers-wont-survive\/\" target=\"_blank\" rel=\"noopener\">un grand nettoyage parmi ses retailers partenaires <\/a>: alors qu\u2019aujourd\u2019hui ils sont au nombre de 30.000, le g\u00e9ant am\u00e9ricain souhaite n\u2019en garder qu\u2019une quarantaine, avec qui il collaborera plus \u00e9troitement via des partenariats sp\u00e9ciaux et des espaces d\u00e9di\u00e9s \u00e0 la marque dans les magasins.<\/p>\n<p>\nL\u2019entreprise entend ainsi procurer au consommateur un ressenti conforme \u00e0 la marque et garantir aux retailers une exp\u00e9rience plus intense au sein du magasin. Parmi les retailers que Nike compte garder, figurent notamment Nordstrom, Footlocker et Amazon, avec qui Nike apr\u00e8s de longues r\u00e9ticences, s\u2019est finalement associ\u00e9. Parker qualifie cette d\u00e9marche de r\u00e9action au mouvement de consolidation dans le retail durant ces deux derni\u00e8res ann\u00e9es, ce qui a ralenti le march\u00e9 dans son ensemble. Le CEO consid\u00e8re cette disruption dans l\u2019univers du retail comme une occasion et une obligation de s\u2019adresser en direct au consommateur.<\/p>\n<p>\nEn d\u2019autres termes : le march\u00e9 du retail est trop labile et instable pour un d\u00e9veloppement futur, il faut donc que nous prenions nous-m\u00eames les choses en main. En outre le CEO dit litt\u00e9ralement que les retailers m\u00e9diocres\u00a0qui ne se diff\u00e9rencient pas, ne survivront pas. Ni en tant que vendeurs de produits Nike, ni en tant qu\u2019entreprise.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab Celui qui ne se diff\u00e9rencie pas, sera \u00e9ject\u00e9 \u00bb, tel est le message du CEO de Nike, Mark Parker, aux retailers. La marque de sport veut miser davantage sur les ventes en direct au consommateur et va donc faire\u00a0un tri dans son r\u00e9seau de distribution. Un lien direct avec le consommateur Afin de faire [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22433,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-22436","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike veut se d\u00e9barrasser des \u2018retailers banals\u2019 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"\u00ab Celui qui ne se diff\u00e9rencie pas, sera \u00e9ject\u00e9 \u00bb, tel est le message du CEO de Nike, Mark Parker, aux retailers. 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