{"id":30286,"date":"2018-12-27T10:43:56","date_gmt":"2018-12-27T10:43:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/stabilo-remporte-un-franc-succes-grace-a-un-hype-belge\/"},"modified":"2018-12-27T10:43:56","modified_gmt":"2018-12-27T10:43:56","slug":"stabilo-remporte-un-franc-succes-grace-a-un-hype-belge","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/stabilo-remporte-un-franc-succes-grace-a-un-hype-belge\/","title":{"rendered":"Stabilo remporte un franc succ\u00e8s gr\u00e2ce \u00e0 un hype belge"},"content":{"rendered":"<p><strong>Schwan-Stabilo<\/strong> a remport\u00e9 un \u00e9norme succ\u00e8s mondial \u00e0 No\u00ebl gr\u00e2ce \u00e0 ses marqueurs de couleur pastel. L&rsquo;id\u00e9e belge est arriv\u00e9e au meilleur moment possible pour le producteur allemand de marqueurs fluo.<\/p>\n<p><!--break--><\/p>\n<h2>\u00a0<br \/>\nUne id\u00e9e belge<\/h2>\n<p>La <a href=\"https:\/\/www.handelsblatt.com\/unternehmen\/mittelstand\/familienunternehmer\/schwan-stabilo-wie-ein-facebook-post-den-weltweiten-hype-um-pastell-marker-ausloeste\/23783234.html?ticket=ST-2472760-XNq54XKVDTDriehbfdNd-ap1\" target=\"_blank\" rel=\"noopener\">derni\u00e8re tendance adolescente<\/a> &#8211; une gamme de marqueurs aux teintes plus douces que les marqueurs fluorescents &lsquo;standard&rsquo; de couleur jaunes, verts, bleus, roses et oranges \u2013 a, selon le journal \u00e9conomique allemand Handelsblatt, \u00e9t\u00e9 sugg\u00e9r\u00e9e par Rodolphe Barbier, le dirigent de la branche belge de Schwan-Stabilo.<\/p>\n<p>\u00a0<\/p>\n<p>Ce qui a d\u00e9but\u00e9 comme \u00e9tant un gadget est devenu viral apr\u00e8s la publication d\u2019un article sur les m\u00e9dias sociaux, pour devenir ensuite un v\u00e9ritable hype. Stabilo compte d\u00e9j\u00e0 plus de 4,2 millions de fans\/suiveurs sur Facebook, YouTube et Instagram. Les ventes ont suivi quasi instantan\u00e9ment, \u00e0 tel point que l&rsquo;usine de Weissenburg (Bavi\u00e8re) a d\u00fb doubler sa capacit\u00e9 pour r\u00e9pondre \u00e0 la demande mondiale. R\u00e9sultat : le d\u00e9partement &lsquo;instruments d&rsquo;\u00e9criture&rsquo;, qui surfait sur la vague du succ\u00e8s des livres \u00e0 colorier pour adultes depuis quelques ann\u00e9es, a vu son chiffre d&rsquo;affaires annuel cro\u00eetre de 5% \u00e0 193,4 millions d&rsquo;euros.<\/p>\n<p>\u00a0<\/p>\n<h2>Les d\u00e9g\u00e2ts sont limit\u00e9s<\/h2>\n<p>Le chiffre d&rsquo;affaires record enregistr\u00e9 par le d\u00e9partement papeterie n&rsquo;a pourtant pas \u00e9t\u00e9 suffisant. L\u2019entreprise familiale allemande voit son chiffre d&rsquo;affaires diminuer pour la premi\u00e8re fois depuis des ann\u00e9es. Le groupe a enregistr\u00e9 un chiffre d\u2019affaires de 685,4 millions d&rsquo;euros, en baisse de 4%. C\u2019est surtout le d\u00e9partement \u00a0\u2018Cosmetics\u2019 qui a vu son chiffre d&rsquo;affaires baisser de 12% \u00e0 322,4 millions d&rsquo;euros. Ce d\u00e9partement produit des crayons pour les yeux, des eyeliners et des rouges \u00e0 l\u00e8vre pour une multitude de marques de maquillage et est de loin la branche la plus importante du groupe. La plus petite division, qui est le d\u00e9partement Outdoor (avec des marques telles qu\u2019Ortovox, Deuter, Maier Sports et Gonso), a g\u00e9n\u00e9r\u00e9 les 169,3 millions d&rsquo;euros restants, soit une hausse de 3,1%.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Schwan-Stabilo a remport\u00e9 un \u00e9norme succ\u00e8s mondial \u00e0 No\u00ebl gr\u00e2ce \u00e0 ses marqueurs de couleur pastel. L&rsquo;id\u00e9e belge est arriv\u00e9e au meilleur moment possible pour le producteur allemand de marqueurs fluo. \u00a0 Une id\u00e9e belge La derni\u00e8re tendance adolescente &#8211; une gamme de marqueurs aux teintes plus douces que les marqueurs fluorescents &lsquo;standard&rsquo; de couleur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":30283,"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-30286","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>Stabilo remporte un franc succ\u00e8s gr\u00e2ce \u00e0 un hype belge - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Stabilo a remport\u00e9 un \u00e9norme succ\u00e8s de No\u00ebl gr\u00e2ce \u00e0 ses marqueurs de couleur pastel. 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