{"id":54545,"date":"2022-03-09T16:04:28","date_gmt":"2022-03-09T16:04:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/apres-lannee-record-2021-le-vent-va-tourner-pour-lego\/"},"modified":"2022-03-09T16:04:28","modified_gmt":"2022-03-09T16:04:28","slug":"apres-lannee-record-2021-le-vent-va-tourner-pour-lego","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/apres-lannee-record-2021-le-vent-va-tourner-pour-lego\/","title":{"rendered":"Apr\u00e8s l&#039;ann\u00e9e record 2021, le vent va tourner pour Lego"},"content":{"rendered":"<p><strong>Lego<\/strong> figure parmi les gagnants de la pand\u00e9mie de coronavirus : l&rsquo;ann\u00e9e derni\u00e8re, les petites briques ont enregistr\u00e9 un chiffre d\u2019affaires et un b\u00e9n\u00e9fice in\u00e9dits. Mais le vent va tourner.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>La production de proximit\u00e9 paye<\/h2>\n<p>2021 a \u00e9t\u00e9 une ann\u00e9e record pour Lego sur tous les plans\u00a0: le fabricant de jouets danois a r\u00e9alis\u00e9 un chiffre d&rsquo;affaires record de 55,3\u00a0milliards de couronnes danoises (7,4\u00a0milliards d&rsquo;euros). Dans tous les grands pays, l&rsquo;entreprise familiale a \u00e9galement enregistr\u00e9 de meilleurs r\u00e9sultats que le reste du march\u00e9 du jouet. Les ventes ont grimp\u00e9 de 27\u00a0%.<\/p>\n<p>\u00a0<\/p>\n<p>Les consommateurs ont retrouv\u00e9 leur chemin vers les magasins physiques, et l&rsquo;ouverture de nouveaux magasins en Chine a donn\u00e9 une impulsion majeure. Lego a ouvert 165 nouveaux magasins l&rsquo;ann\u00e9e derni\u00e8re, la plupart en Chine. Le groupe a \u00e9galement ouvert un deuxi\u00e8me magasin en Belgique, dans la rue Neuve \u00e0 Bruxelles. Au total, la marque de jouets compte 832 magasins dans le monde.<\/p>\n<p>\u00a0<\/p>\n<p>Le b\u00e9n\u00e9fice net a atteint 1,79\u00a0milliards d\u2019euros, nettement au-dessus des 1,32\u00a0millions d\u2019euros de l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Un b\u00e9n\u00e9fice record pour Lego, m\u00eame si le pic de la pand\u00e9mie de coronavirus \u00e9tait pass\u00e9e. La marque danoise a notamment pu \u00e9viter la hausse des frais de transport et les probl\u00e8mes logistiques gr\u00e2ce \u00e0 sa strat\u00e9gie de toujours produire \u00e0 proximit\u00e9 de ses principaux march\u00e9s cl\u00e9s dans cinq usines.<\/p>\n<p>\u00a0<\/p>\n<h2>Recul \u00e0 \u00e0 peine 5\u00a0%<\/h2>\n<p>Mais le fabriquant de jouets est conscient que \u00e7a ne peut pas durer. La croissance des deux derni\u00e8res ann\u00e9es a \u00e9t\u00e9 \u00ab\u00a0extraordinaire\u00a0\u00bb, d\u00e9clare un porte-parole au Business Times, mais cette ann\u00e9e le chiffre d\u2019affaires <a href=\"https:\/\/www.businesstimes.com.sg\/companies-markets\/lego-sales-jump-27-in-2021-boosted-by-new-china-stores\" target=\"_blank\" rel=\"noopener\">retombera \u00e0 une croissance \u00e0 un chiffre<\/a> d&rsquo;environ 5\u00a0%. Un chiffre toujours encourageant pour le secteur et plus durable \u00e0 long terme, rassure Lego.<\/p>\n<p>\u00a0<\/p>\n<p>La perte du march\u00e9 russe aura \u00e9galement des r\u00e9percussions. Lego ne livre plus ses 81 magasins franchis\u00e9s en Russie en raison de la guerre en Ukraine. L&rsquo;entreprise emploie \u00e9galement environ 80 salari\u00e9s en Russie. Selon le groupe danois, il n&rsquo;est pas encore possible de pr\u00e9voir l&rsquo;impact exact. La marque suit la situation de pr\u00e8s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lego figure parmi les gagnants de la pand\u00e9mie de coronavirus : l&rsquo;ann\u00e9e derni\u00e8re, les petites briques ont enregistr\u00e9 un chiffre d\u2019affaires et un b\u00e9n\u00e9fice in\u00e9dits. Mais le vent va tourner. \u00a0 La production de proximit\u00e9 paye 2021 a \u00e9t\u00e9 une ann\u00e9e record pour Lego sur tous les plans\u00a0: le fabricant de jouets danois a r\u00e9alis\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54542,"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-54545","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>Apr\u00e8s l&#039;ann\u00e9e record 2021, le vent va tourner pour Lego - RetailDetail BE<\/title>\n<meta name=\"description\" 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