{"id":40296,"date":"2020-04-16T13:49:26","date_gmt":"2020-04-16T13:49:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/alan-jope-directeur-dunilever-le-coronavirus-marque-un-tournant-2\/"},"modified":"2020-04-16T13:49:26","modified_gmt":"2020-04-16T13:49:26","slug":"alan-jope-directeur-dunilever-le-coronavirus-marque-un-tournant-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/alan-jope-directeur-dunilever-le-coronavirus-marque-un-tournant-2\/","title":{"rendered":"Alan Jope, directeur d\u2019Unilever : \u00ab\u2009Le coronavirus marque un tournant\u2009\u00bb"},"content":{"rendered":"<p><span style=\"background-color:white\">L\u2019\u00e9pid\u00e9mie du coronavirus bouleverse les r\u00e8gles du jeu sur le march\u00e9 des produits de grande consommation, affirme Alan Jope, directeur g\u00e9n\u00e9ral de la multinationale\u00a0<strong>Unilever<\/strong>\u00a0: le prix revient au premier plan comme en toute p\u00e9riode de r\u00e9cession, l\u2019hygi\u00e8ne devient une priorit\u00e9 et les ventes en ligne explosent.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Pas de bonnes nouvelles<\/span><\/h2>\n<p><span style=\"background-color:white\">Dans l\u2019ensemble, Unilever ne se trouve pas en mauvaise posture, explique le directeur dans une interview \u00e0 CNBC\u00a0: \u00ab\u2009Notre portefeuille renferme des produits de base dont les consommateurs ont particuli\u00e8rement besoin maintenant et nos finances sont solides.\u2009\u00bb Je suis surtout \u00e9pat\u00e9 par l\u2019agilit\u00e9 de nos collaborateurs et\u00a0<a href=\"https:\/\/www.cnbc.com\/video\/2020\/04\/14\/watch-cnbcs-full-interview-with-unilever-ceo-alan-jope.html\" target=\"_blank\" rel=\"noopener\">la vitesse \u00e0 laquelle ils ont d\u00e9ploy\u00e9 de nouvelles capacit\u00e9s de production<\/a>.\u2009\u00bb Le groupe a notamment converti un certain nombre d\u2019usines en sites de production de gels d\u00e9sinfectants en un temps record, alors qu\u2019il contribue \u00e9galement au consortium Formule 1 qui construit actuellement des respirateurs.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Malgr\u00e9 l\u2019\u00e9norme hausse des ventes de savon pour les mains, le coronavirus n\u2019est pas une bonne nouvelle pour Unilever, souligne-t-il\u00a0: \u00ab\u2009Nous observons des glissements dans la demande, c\u2019est certain. Il y a ainsi une nette baisse de la consommation de glaces et de produits de restauration\u00a0<em>hors domicile<\/em>. Et c\u2019est vrai, nous constatons une augmentation de la demande de certains produits d\u2019hygi\u00e8ne, mais l\u2019effet net ne nous est certainement pas favorable sur le plan commercial.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Le monde en r\u00e9cession<\/span><\/h2>\n<p><span style=\"background-color:white\">Il s\u2019agit maintenant de se tourner vers l\u2019avenir et d\u2019anticiper la \u00ab\u2009nouvelle normalit\u00e9\u2009\u00bb qui s\u2019annonce. Certains changements de comportement des consommateurs sont permanents, estime Alan Jope. \u00ab\u2009Je pense \u00e0 la plus grande attention pour l\u2019hygi\u00e8ne. J\u2019ai travaill\u00e9 et v\u00e9cu en Chine pendant l\u2019\u00e9pid\u00e9mie de SRAS et elle a amorc\u00e9 un tournant remarquable en mati\u00e8re de consommation des m\u00e9dias num\u00e9riques et d\u2019achats en ligne.\u2009\u00bb <\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"background-color:white\">Le m\u00eame changement pourrait aujourd\u2019hui se produire en Europe. \u00ab\u2009Et oui, nous pensons aux parties de notre portefeuille de produits qui pr\u00e9sentent un bon rapport\u00a0<em>qualit\u00e9-prix<\/em>, car il ne fait aucun doute que le monde entre en r\u00e9cession. Et dans ce contexte, ces produits sont appel\u00e9s \u00e0 jouer un r\u00f4le important ces trois prochaines ann\u00e9es.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Cela ne signifie pas qu\u2019Unilever abandonne son ambition strat\u00e9gique pour devenir le leader mondial de la consommation responsable\u00a0: \u00ab\u2009J\u2019ai d\u2019ailleurs la conviction que le coronavirus annonce une nouvelle \u00e8re de consommation durable. Les consommateurs commencent \u00e0 assimiler l\u2019id\u00e9e qu\u2019on ne peut pas continuer \u00e0 consommer comme avant. Tout le monde sait que le changement climatique est un probl\u00e8me depuis longtemps, alors que les in\u00e9galit\u00e9s ne cessent de se creuser. Les commentaires que nous recueillons sur les m\u00e9dias sociaux montrent qu\u2019une prise de conscience a lieu et qu\u2019il faut s\u2019attaquer \u00e0 ces probl\u00e8mes avec plus de vigueur que par le pass\u00e9.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Marques de confiance<\/span><\/h2>\n<p><span style=\"background-color:white\">Les consommateurs ont r\u00e9agi tr\u00e8s diff\u00e9remment \u00e0 cette crise, note le grand patron. Selon Alan Jope, le ph\u00e9nom\u00e8ne de constitution de r\u00e9serves \u00e9tait particuli\u00e8rement marqu\u00e9 aux \u00c9tats-Unis. On l\u2019a \u00e9galement observ\u00e9 au Royaume-Uni, mais beaucoup moins en Europe continentale. Sur les march\u00e9s \u00e9mergents, le pouvoir d\u2019achat est plus faible et les consommateurs n\u2019ont pas la place n\u00e9cessaire pour faire des stocks importants. Le PDG est donc tr\u00e8s inquiet des cons\u00e9quences dramatiques que pourrait avoir la propagation du virus dans les favelas br\u00e9siliennes, les bidonvilles indiens ou les camps de r\u00e9fugi\u00e9s au Moyen-Orient.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Unilever a l\u2019avantage d\u2019\u00eatre un acteur mondial depuis plusieurs d\u00e9cennies\u00a0: \u00ab\u2009Nous avons l\u2019exp\u00e9rience des crises, comme la crise \u00e9conomique en Am\u00e9rique latine ou les troubles au Moyen-Orient. Et nous savons que les crises ram\u00e8nent toujours les consommateurs vers les grandes marques. Les marques inspirent confiance. Chaque fois que les consommateurs sont inquiets ou en qu\u00eate de certitudes, ils se tournent vers les marques.\u2009\u00bb<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019\u00e9pid\u00e9mie du coronavirus bouleverse les r\u00e8gles du jeu sur le march\u00e9 des produits de grande consommation, affirme Alan Jope, directeur g\u00e9n\u00e9ral de la multinationale\u00a0Unilever\u00a0: le prix revient au premier plan comme en toute p\u00e9riode de r\u00e9cession, l\u2019hygi\u00e8ne devient une priorit\u00e9 et les ventes en ligne explosent. \u00a0 Pas de bonnes nouvelles Dans l\u2019ensemble, Unilever ne [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":40293,"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":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-40296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Alan Jope, directeur d\u2019Unilever : \u00ab\u2009Le coronavirus marque un tournant\u2009\u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L\u2019\u00e9pid\u00e9mie du coronavirus bouleverse les r\u00e8gles du jeu sur le march\u00e9 des produits de grande consommation, affirme Alan Jope, directeur g\u00e9n\u00e9ral 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