{"id":4856,"date":"2014-01-24T11:10:39","date_gmt":"2014-01-24T11:10:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/retaildossier\/dossier-quelles-sont-les-chances-de-survie-de-makro-co\/"},"modified":"2014-01-24T11:10:39","modified_gmt":"2014-01-24T11:10:39","slug":"dossier-quelles-sont-les-chances-de-survie-de-makro-co","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/retaildossier\/dossier-quelles-sont-les-chances-de-survie-de-makro-co\/","title":{"rendered":"Dossier : Quelles sont les chances de survie de Makro &amp; co ?"},"content":{"rendered":"<h2>Les Belges hors-jeu ?<\/h2>\n<p>La r\u00e9volution digitale bouleverse \u00e0 ce point le retail, qu\u2019il est bel et bien question aujourd\u2019hui d\u2019un sc\u00e9nario \u2018Switch or die\u2019. Quiconque ne s\u2019adapte pas \u00e0 la nouvelle r\u00e9alit\u00e9 num\u00e9rique sera \u00e9cras\u00e9 non seulement par les \u2018pure players\u2019 online, tels qu\u2019Amazon et Zalando, mais \u00e9galement par les retailers qui auront\u00a0 r\u00e9solument opt\u00e9 pour une strat\u00e9gie omni-channel.<\/p>\n<p>Une le\u00e7on qu\u2019Albert Heijn a visiblement bien comprise, car apr\u00e8s avoir constat\u00e9 le recul de ses r\u00e9sultats, le distributeur a choisi d\u2019\u00e9voluer vers l\u2019omni-channel. Une strat\u00e9gie que le groupe hollandais compte \u00e9galement appliquer en Belgique. AH fait partie de ces acteurs \u00e9trangers qui s\u2019approprient progressivement le march\u00e9 belge, alors que les retailers belges de plus en plus se voient \u00e9vinc\u00e9s.<\/p>\n<h2>\n<br \/>Handicap salarial et autres<\/h2>\n<p>M\u00eame pour les retailers s\u2019\u00e9tant convertis au num\u00e9rique, Comeos craint le pire, comme en t\u00e9moignent les chiffres avanc\u00e9s par la f\u00e9d\u00e9ration : actuellement 37% du chiffre d\u2019affaires online s\u2019\u00e9coule vers des commer\u00e7ants op\u00e9rant de l\u2019\u00e9tranger ; d\u2019ici 2018 ce pourcentage pourrait atteindre 68%.<\/p>\n<p>Comment expliquer la d\u00e9localisation de l\u2019e-commerce belge ? Comeos \u00e9voque diff\u00e9rents facteurs pour expliquer ce ph\u00e9nom\u00e8ne, notamment le handicap salarial en Belgique (dans notre pays les co\u00fbts salariaux seraient de 20% sup\u00e9rieurs par rapport \u00e0 certains pays voisins), ainsi que le taux de TVA applicable en Belgique qui d\u00e9passe de 6% celui appliqu\u00e9 au Luxembourg\u00a0 et de 2% celui de l\u2019Allemagne.<\/p>\n<p>Autre explication, valable surtout pour l\u2019e-commerce : l\u2019\u00e9conomie d\u2019\u00e9chelle dont b\u00e9n\u00e9ficie les entreprises actives sur de plus grands march\u00e9s. La Belgique, mais \u00e9galement des pays tels que l\u2019Irlande, l\u2019Autriche ou encore Chypre, entour\u00e9s de voisins plus grands faisant partie de la m\u00eame r\u00e9gion linguistique, risquent davantage de se faire absorber que les pays plus isol\u00e9s comme la Hongrie ou la Finlande.<\/p>\n<p>Ce facteur s\u2019applique moins aux retailers physiques, qui par contre ressentent d\u2019autant plus la pression du changement de comportement du consommateur :\u00a0 pour survivre, ils DOIVENT\u00a0 opter pour l\u2019online. M\u00eame si la mise au point d\u2019une strat\u00e9gie omni-channel efficace n\u00e9cessite d\u2019importants investissements, il n\u2019y a pas d\u2019autres alternatives possibles.<\/p>\n<h2>\n<br \/>Une question de survie<\/h2>\n<p>Dans ce sc\u00e9nario les r\u00e9organisations et assainissements constituent h\u00e9las une n\u00e9cessit\u00e9. La d\u00e9cision de Makro d\u2019\u00e9conomiser sur les co\u00fbts et de supprimer 374 emplois, doit \u00eatre consid\u00e9r\u00e9e comme une strat\u00e9gie de survie. Par ailleurs Makro devra revoir d\u2019urgence son offre commerciale, car seules les mesures d\u2019assainissement ne suffiront pas \u00e0 redynamiser l\u2019enseigne.<\/p>\n<p>Si nous ne voulons pas assister au \u00e9ni\u00e8me \u00e9pisode de la \u2018saga Free Record Shop\u2019, il faudra donner au retail belge les armes pour combattre dans ce \u00ab nouveau monde \u00bb peupl\u00e9 d\u2019acteurs comme Amazon, Zalando et autres business \u00e9mergents. Certains estiment qu\u2019il est d\u00e9j\u00e0 trop tard\u00a0 et que les charges\u00a0 dans notre pays sont \u00e0 ce point \u00e9lev\u00e9es qu\u2019il est devenu impossible pour les commer\u00e7ants belges d\u2019\u00eatre comp\u00e9titifs. Ce pessimisme est-il fond\u00e9 ?<\/p>\n<h2>\n<br \/>Le pouvoir d\u2019achat r\u00e9siste bien<\/h2>\n<p>Heureusement tout n\u2019est pas noir. Selon une \u00e9tude de l\u2019Universit\u00e9 d\u2019Anvers ces, \u2018charges trop \u00e9lev\u00e9es\u2019 dans notre pays ont permis aux Belges de traverser le crise sans trop de d\u00e9g\u00e2ts. Gr\u00e2ce aux nombreuses institutions sociales dans notre pays, la confiance du consommateur\u00a0 et l\u2019\u00e9conomie n\u2019ont pas autant souffert en Belgique que dans d\u2019autres pays.<\/p>\n<p>Selon une \u00e9tude de l\u2019UE, la Belgique serait, \u00e0 deux pr\u00e8s, le pays ayant connu la plus forte croissance en Europe durant ces cinq derni\u00e8res ann\u00e9es et ce gr\u00e2ce \u00e0 l\u2019\u00e9quilibre entre la croissance \u00e9conomique et le pouvoir d\u2019achat. Ainsi le retail belge a pu limiter la casse, contrairement \u00e0 d\u2019autres pays comme les Pays-Bas par exemple o\u00f9 le secteur DIY a vu ses ventes chuter consid\u00e9rablement.<\/p>\n<h2>\n<br \/>Une collaboration s\u2019impose<\/h2>\n<p>Alors que la Commission europ\u00e9enne tablait sur une r\u00e9gression de 0,4% de la consommation en 2013, voire m\u00eame de 0,7% selon l\u2019OCDE, la Banque Nationale de Belgique estime que ce recul se limite \u00e0 0,3%. Ainsi la Belgique fait nettement mieux que les Pays-Bas, o\u00f9 de nombreux secteurs ont souffert de la baisse du pouvoir d\u2019achat.<\/p>\n<p>L\u2019avenir du retail belge s\u2019annonce donc rempli de d\u00e9fis et tous les acteurs concern\u00e9s (retailers, employ\u00e9s\/syndicats et gouvernement) doivent en prendre pleinement conscience. Seule une action conjointe vers un but commun fera de notre pays un march\u00e9 comp\u00e9titif et prosp\u00e8re, en phase avec l\u2019\u00e8re digitale.<\/p>\n<p>Prenons exemple sur ces retailers dynamiques et\u00a0 innovants qui parviennent \u00e0 stimuler le secteur du retail. Notre pays ne manque pas d\u2019entrepreneurs cr\u00e9atifs,\u00a0 comme en t\u00e9moigneront les retailers pr\u00e9sents au <a target=\"_blank\" href=\"http:\/\/www.retaildetailomnichannelcongres.be\/fr\" rel=\"noopener\">Congr\u00e8s RetailDetail Omni-channel<\/a>. Ils ont bien compris qu\u2019une collaboration entre toutes les parties concern\u00e9es s\u2019impose pour mener \u00e0 bien la conversion vers un environnement omni-channel de qualit\u00e9.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les Belges hors-jeu ? La r\u00e9volution digitale bouleverse \u00e0 ce point le retail, qu\u2019il est bel et bien question aujourd\u2019hui d\u2019un sc\u00e9nario \u2018Switch or die\u2019. Quiconque ne s\u2019adapte pas \u00e0 la nouvelle r\u00e9alit\u00e9 num\u00e9rique sera \u00e9cras\u00e9 non seulement par les \u2018pure players\u2019 online, tels qu\u2019Amazon et Zalando, mais \u00e9galement par les retailers qui auront\u00a0 r\u00e9solument [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[41],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-4856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retaildossier"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dossier : Quelles sont les chances de survie de Makro &amp; co ? - 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\/retaildossier\/dossier-quelles-sont-les-chances-de-survie-de-makro-co\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dossier : Quelles sont les chances de survie de Makro &amp; co ? - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Les Belges hors-jeu ? La r\u00e9volution digitale bouleverse \u00e0 ce point le retail, qu\u2019il est bel et bien question aujourd\u2019hui d\u2019un sc\u00e9nario \u2018Switch or die\u2019. 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