{"id":41965,"date":"2020-07-07T14:06:31","date_gmt":"2020-07-07T14:06:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/guerre-des-prix-entre-aldi-et-lidl-en-allemagne\/"},"modified":"2020-07-07T14:06:31","modified_gmt":"2020-07-07T14:06:31","slug":"guerre-des-prix-entre-aldi-et-lidl-en-allemagne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/guerre-des-prix-entre-aldi-et-lidl-en-allemagne\/","title":{"rendered":"Guerre des prix entre Aldi et Lidl en Allemagne"},"content":{"rendered":"<p><span style=\"background-color:white\">En Allemagne, une baisse de la TVA a d\u00e9clench\u00e9 une guerre des prix sans pr\u00e9c\u00e9dent. Les rivaux historiques\u00a0<strong>Aldi<\/strong>\u00a0et\u00a0<strong>Lidl\u00a0<\/strong>multiplient les publicit\u00e9s comparatives pour revendiquer le leadership dans ce domaine.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><!--break--><\/p>\n<h2><span style=\"background-color:white\">Comparaison<\/span><\/h2>\n<p><span style=\"background-color:white\">Afin de favoriser la consommation, le gouvernement allemand a d\u00e9cid\u00e9 d\u2019abaisser temporairement la TVA\u00a0: le taux normal passe de 19\u00a0% \u00e0 16\u00a0% et le taux r\u00e9duit pour les produits alimentaires de 7\u00a0% \u00e0 5\u00a0%. Cette baisse de la TVA, qui s\u2019appliquera du 1er juillet \u00e0 la fin de l\u2019ann\u00e9e, s\u2019inscrit dans un plan de relance \u00e9conomique plus large. Elle a cependant un effet secondaire inattendu\u00a0: la grande distribution \u2013 et en particulier le hard discount \u2013 a pris pr\u00e9texte de ces mesures pour d\u00e9clencher une nouvelle guerre des prix.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Lidl avait d\u00e9j\u00e0 anticip\u00e9 la baisse de la TVA le 22 juin\u00a0: des \u00e9tiquettes rouges annon\u00e7ant \u00ab\u2009Preis gesenkt !\u2009\u00bb<em>\u00a0<\/em>(<em>Prix r\u00e9duit<\/em><em>\u2009<\/em><em>!<\/em>) avaient fleuri dans tous ses magasins. Aldi a imm\u00e9diatement r\u00e9agi\u00a0: le discounter a d\u00e9cid\u00e9 d\u2019abaisser tous ses prix de 3\u00a0% et d\u2019accorder une remise suppl\u00e9mentaire de 1\u00a0% sur de nombreux produits alimentaires. Les deux d\u00e9taillants multiplient les comparaisons de prix pour prouver qu\u2019ils sont les moins chers. Lidl affirme \u00eatre 11,07\u00a0euros moins cher que son grand rival sur un caddie d\u2019environ 70 articles. Mais dans une autre comparaison, Aldi S\u00fcd se dit\u00a0<a href=\"https:\/\/www.lebensmittelzeitung.net\/handel\/Vergleichende-Werbung-Lidl-attackiert-Aldi-mit-Preissenkungen-147103\" target=\"_blank\" rel=\"noopener\">pr\u00e8s de 9\u00a0euros moins cher<\/a>\u00a0que ses concurrents.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Rattraper le retard<\/span><\/h2>\n<p><span style=\"background-color:white\">D\u00e9tail amusant\u00a0: Dans ses publicit\u00e9s, Aldi se qualifie depuis un temps de \u00ab\u2009der Erfinder von g\u00fcnstig\u2009\u00bb (<em>l\u2019inventeur des prix bas<\/em>), tandis que Lidl se pr\u00e9sente d\u00e9sormais comme \u00ab\u2009der Erfinder von beste Qualit\u00e4t und g\u00fcnstig\u2009\u00bb (<em>l\u2019inventeur de la meilleure qualit\u00e9 \u00e0 prix bas<\/em>). Il s\u2019agit clairement d\u2019une attaque frontale.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Ce n\u2019est pas sans raison si les deux discounters se livrent aujourd\u2019hui \u00e0 cette guerre des prix\u00a0: ils ont moins profit\u00e9 que les grandes cha\u00eenes de supermarch\u00e9s du changement de comportement des consommateurs qui ont achet\u00e9 davantage de produits frais pendant la p\u00e9riode de confinement. Selon GfK, les ventes d\u2019enseignes comme\u00a0<strong>Edeka<\/strong>\u00a0et\u00a0<strong>Rewe<\/strong>\u00a0ont augment\u00e9 de 26\u00a0% en avril, alors que le chiffre d\u2019affaires de discounters comme Aldi et Lidl n\u2019a progress\u00e9 \u00ab\u2009que\u2009\u00bb de 20\u00a0%. Les discounters ont donc d\u00e9cid\u00e9 de lancer une grande offensive contre les supermarch\u00e9s traditionnels pour rattraper leur retard, estime le Lebensmittel Zeitung. Et la baisse de la TVA leur a offert une occasion unique de renforcer leur propre image de leader en mati\u00e8re de prix.<\/span><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En Allemagne, une baisse de la TVA a d\u00e9clench\u00e9 une guerre des prix sans pr\u00e9c\u00e9dent. Les rivaux historiques\u00a0Aldi\u00a0et\u00a0Lidl\u00a0multiplient les publicit\u00e9s comparatives pour revendiquer le leadership dans ce domaine. \u00a0 Comparaison Afin de favoriser la consommation, le gouvernement allemand a d\u00e9cid\u00e9 d\u2019abaisser temporairement la TVA\u00a0: le taux normal passe de 19\u00a0% \u00e0 16\u00a0% et le taux [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":41962,"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-41965","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 v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ 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