{"id":54529,"date":"2022-03-09T09:18:07","date_gmt":"2022-03-09T09:18:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/adidas-continue-de-croire-a-une-croissance-a-deux-chiffres-cette-annee\/"},"modified":"2022-03-09T09:18:07","modified_gmt":"2022-03-09T09:18:07","slug":"adidas-continue-de-croire-a-une-croissance-a-deux-chiffres-cette-annee","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-continue-de-croire-a-une-croissance-a-deux-chiffres-cette-annee\/","title":{"rendered":"Adidas continue de croire \u00e0 une croissance \u00e0 deux chiffres cette ann\u00e9e"},"content":{"rendered":"<p>Malgr\u00e9 le boycott en Russie, la guerre en Ukraine et les probl\u00e8mes persistants en Chine, <strong>Adidas<\/strong> se dit optimiste pour cette ann\u00e9e. La croissance du chiffre d\u2019affaires peut atteindre 13\u00a0%, m\u00eame si l\u2019arr\u00eat des activit\u00e9s en Russie pourrait co\u00fbter quelque 250 millions d\u2019euros.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Prix \u00e9lev\u00e9 du coton chinois<\/h2>\n<p>Adidas est par\u00e9 pour 2022\u00a0: <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-met-reebok-en-vente-apr%C3%A8s-un-trimestre-d%C3%A9cevant\" target=\"_blank\" rel=\"noopener\">apr\u00e8s s\u2019\u00eatre d\u00e9barrass\u00e9e de <strong>Reebok<\/strong><\/a>, la marque de chaussures de sport peut d\u00e9sormais s\u2019occuper d\u2019elle-m\u00eame. Les r\u00e9sultats de l\u2019an dernier inspirent confiance aux Allemands. En 2021, les ventes ont augment\u00e9 de 15\u00a0% et les b\u00e9n\u00e9fices ont \u00e9t\u00e9 multipli\u00e9s par cinq. Alors qu\u2019il avait fondu \u00e0 443 millions d\u2019euros en 2020, le b\u00e9n\u00e9fice net d\u00e9passe d\u00e9sormais les 2,1 milliards d\u2019euros. Mais en raison de l\u2019augmentation des frais de transport et de la p\u00e9nurie de conteneurs maritimes, la marge brute de 50,7\u00a0% est rest\u00e9e inf\u00e9rieure aux pr\u00e9visions (52\u00a0%).<\/p>\n<p>\nL\u2019important quatri\u00e8me trimestre n\u2019a cependant pas \u00e9t\u00e9 convaincant. Le chiffre d\u2019affaires n\u2019a progress\u00e9 que de 3\u00a0%, principalement en raison de probl\u00e8mes li\u00e9s \u00e0 la cha\u00eene logistique mondiale et d\u2019un boycott en Chine. \u00c0 l\u2019instar de plusieurs autres grandes marques comme H&amp;M et son grand rival Nike, Adidas a connu des difficult\u00e9s en Chine apr\u00e8s avoir renonc\u00e9 \u00e0 importer du coton en provenance de la r\u00e9gion chinoise du Xinjiang. Des rapports occidentaux avaient d\u00e9nonc\u00e9 un recours \u00e0 des <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/une-organisation-de-d%C3%A9fense-des-droits-humains-poursuit-des-d%C3%A9taillants-dans-le-cadre\" target=\"_blank\" rel=\"noopener\">camps de travail ou\u00efgours<\/a>, mais les consommateurs chinois ont vivement protest\u00e9.<\/p>\n<p>\nLes consommateurs et les d\u00e9taillants en ligne se sont massivement tourn\u00e9s vers des marques nationales comme <strong>Anta Sports<\/strong> et <strong>Li-Ning<\/strong>, qui ont mis un point d\u2019honneur \u00e0 continuer d\u2019utiliser du \u00ab\u00a0coton local\u00a0\u00bb. R\u00e9sultat :\u00a0 les ventes chinoises d\u2019Adidas ont diminu\u00e9 d\u2019environ 15\u00a0% pendant deux trimestres cons\u00e9cutifs et m\u00eame chut\u00e9 de 24\u00a0% au quatri\u00e8me trimestre. Pour inverser la tendance, le groupe allemand a <a href=\"https:\/\/www.ft.com\/content\/71730099-a086-4379-bbb6-3119310779de\" target=\"_blank\" rel=\"noopener\">nomm\u00e9 un nouveau directeur en Chine<\/a>, selon le Financial Times.<\/p>\n<p>\u00a0<\/p>\n<h2>Guerre<\/h2>\n<p>L\u2019assurance dont fait preuve Adidas peut \u00e9tonner alors la marque de sport allemande admet en m\u00eame temps qu\u2019elle a abord\u00e9 l\u2019ann\u00e9e avec \u00e9norm\u00e9ment d\u2019incertitudes. \u00c0 l\u2019instar de nombreuses autres marques occidentales, Adidas a suspendu temporairement ses ventes en Russie en raison de la guerre en Ukraine. Selon la marque, ce retrait pourrait co\u00fbter 250 millions d\u2019euros \u2013 soit <a href=\"https:\/\/www.reuters.com\/business\/retail-consumer\/adidas-expects-russia-hit-2022-china-recovery-2022-03-09\/\" target=\"_blank\" rel=\"noopener\">1\u00a0% du chiffre d\u2019affaires total<\/a>.<\/p>\n<p>\nMais le fabricant de baskets pr\u00e9voit toujours une croissance du chiffre d\u2019affaires comprise entre 11 et 13\u00a0% cette ann\u00e9e. La marge brute devrait se situer entre 51,5 et 52\u00a0%, tandis que la marge op\u00e9rationnelle s\u2019\u00e9tablira \u00e0 environ 11\u00a0%. Adidas devrait \u00e9galement enregistrer une croissance \u00e0 deux chiffres de son b\u00e9n\u00e9fice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Malgr\u00e9 le boycott en Russie, la guerre en Ukraine et les probl\u00e8mes persistants en Chine, Adidas se dit optimiste pour cette ann\u00e9e. La croissance du chiffre d\u2019affaires peut atteindre 13\u00a0%, m\u00eame si l\u2019arr\u00eat des activit\u00e9s en Russie pourrait co\u00fbter quelque 250 millions d\u2019euros. \u00a0 Prix \u00e9lev\u00e9 du coton chinois Adidas est par\u00e9 pour 2022\u00a0: apr\u00e8s [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54526,"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":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-54529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adidas continue de croire \u00e0 une croissance \u00e0 deux chiffres cette ann\u00e9e - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Malgr\u00e9 le boycott en Russie, la guerre en Ukraine et les probl\u00e8mes persistants en Chine, Adidas se dit optimiste pour cette ann\u00e9e. La croissance du chiffre d\u2019affaires peut atteindre 13 %, m\u00eame si l\u2019arr\u00eat des activit\u00e9s en Russie pourrait co\u00fbter quelque 250 millions d\u2019euros.\" \/>\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\/mode\/adidas-continue-de-croire-a-une-croissance-a-deux-chiffres-cette-annee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adidas continue de croire \u00e0 une croissance \u00e0 deux chiffres cette ann\u00e9e - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Malgr\u00e9 le boycott en Russie, la guerre en Ukraine et les probl\u00e8mes persistants en Chine, Adidas se dit optimiste pour cette ann\u00e9e. 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