{"id":56475,"date":"2022-05-05T12:01:22","date_gmt":"2022-05-05T10:01:22","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=56475"},"modified":"2022-05-05T12:01:23","modified_gmt":"2022-05-05T10:01:23","slug":"zalando-chute-apres-son-pic-en-periode-covid","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-chute-apres-son-pic-en-periode-covid\/","title":{"rendered":"Zalando chute apr\u00e8s son pic en p\u00e9riode Covid"},"content":{"rendered":"\n

Bien que Zalando <\/strong>ait servi 5 % de clients en plus au dernier trimestre, la place de march\u00e9 a perdu du chiffre d’affaires et subi une perte. Soudain, les ventes se sont effondr\u00e9es et l’acteur allemand de la mode n’a pas su comment r\u00e9agir.<\/p>\n\n\n\n

Plong\u00e9e dans le rouge<\/h2>\n\n\n\n

Zalando devient de plus en plus une v\u00e9ritable plateforme<\/a>, un hub o\u00f9 les marques de mode et les consommateurs se retrouvent. L’entreprise de commerce \u00e9lectronique berlinoise se d\u00e9fait ainsi de son ancienne fonction de d\u00e9taillant. Au cours du dernier trimestre, le nombre de marques et de d\u00e9taillants affili\u00e9s a encore fortement augment\u00e9 et, aujourd’hui, Zalando doit d\u00e9j\u00e0 32 % de l’ensemble de ses ventes aux vendeurs de la plateforme.<\/p>\n\n\n\n

Ainsi, le nombre de clients actifs a augment\u00e9 de 5,2 % au dernier trimestre, mais les bonnes nouvelles s’arr\u00eatent l\u00e0. Le chiffre d’affaires a stagn\u00e9 \u00e0 2,2 milliards d’euros, ne repr\u00e9sentant que 1 % de ventes suppl\u00e9mentaires (volume brut) et m\u00eame 1,5 % de ventes nettes en moins. Le d\u00e9taillant de mode allemand est \u00e9galement retomb\u00e9 dans le rouge avec un EBIT ajust\u00e9 de moins 51,8 millions d’euros, soit une marge b\u00e9n\u00e9ficiaire de moins 2,4 %.<\/p>\n\n\n\n

Un effondrement soudain de la demande<\/h2>\n\n\n\n

Au d\u00e9but du trimestre, Zalando a soudainement vu la demande s’effondrer, explique le co-PDG Robert Gentz lors d’une conf\u00e9rence de presse. L’entreprise a alors augment\u00e9 ses d\u00e9penses de marketing, mais sans am\u00e9lioration. Depuis lors, les promotions ont \u00e9t\u00e9 r\u00e9duites.<\/p>\n\n\n\n

Les prix \u00e9lev\u00e9s de l’\u00e9nergie et la p\u00e9nurie de main-d’\u0153uvre ont \u00e9galement entra\u00een\u00e9 une hausse des co\u00fbts logistique. Chaque commande co\u00fbte d\u00e9sormais 10 % de plus qu’il y a un an \u00e0 Zalando. Gentz veut donc imposer un volume de commande minimum. Cette mesure est d\u00e9j\u00e0 en place dans neuf pays, mais elle sera \u00e9tendue \u00e0 d’autres march\u00e9s.<\/p>\n\n\n\n

Le co-PDG confirme \u00e9galement que l’assortiment n’\u00e9tait pas adapt\u00e9 au retour au bureau. Zalando a beaucoup de surstocks de v\u00eatements \u2018casual\u2019 et a rapidement d\u00fb acheter d’autres produits via la vente en gros.<\/p>\n\n\n\n

\u00ab\u00a0Le commerce \u00e9lectronique se d\u00e9veloppe toujours\u00a0\u00bb<\/h2>\n\n\n\n

La baisse n\u2019est toutefois pas surprenante apr\u00e8s le pic exceptionnel enregistr\u00e9 pendant la pand\u00e9mie Covid. Les fermetures et les restrictions li\u00e9es au Covid ont oblig\u00e9 les consommateurs \u00e0 recourir au commerce \u00e9lectronique, mais le choix est \u00e0 nouveau plus vaste. Le march\u00e9 est \u00e9galement extr\u00eamement volatile, souligne Robert Gentz : la guerre en Ukraine a laiss\u00e9 les gens avec d’autres pr\u00e9occupations et les probl\u00e8mes de cha\u00eene d’approvisionnement jouent un r\u00f4le.<\/p>\n\n\n\n

Pourtant, l’entreprise ne pr\u00e9voit pas d’impact \u00e0 long terme. Zalando s’en tient \u00e0 ses ambitions d’atteindre plus de 30 milliards d’euros de volume de ventes (GMV) d’ici 2025 et se d\u00e9veloppe en Hongrie et en Roumanie cette ann\u00e9e. \u00ab En tant que plateforme, nous sommes plus agiles \u00bb, d\u00e9clare Gentz, qui voit encore beaucoup de potentiel pour \u00e9liminer les inefficacit\u00e9s du commerce de d\u00e9tail de la mode en Europe et croit fermement que le commerce \u00e9lectronique n’est pas encore mature.<\/p>\n","protected":false},"excerpt":{"rendered":"

Bien que Zalando ait servi 5 % de clients en plus au dernier trimestre, la place de march\u00e9 a perdu du chiffre d’affaires et subi une perte.<\/p>\n","protected":false},"author":5,"featured_media":56450,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[100],"people":[],"extra":[],"company":[287],"topic":[198,266],"region":[243],"class_list":["post-56475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-resultats-financiers","company-zalando","topic-e-commerce","topic-resultats-financiers","region-europe"],"acf":[],"yoast_head":"\nZalando chute apr\u00e8s son pic en p\u00e9riode Covid - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Bien que Zalando ait servi 5 % de clients en plus au dernier trimestre, la place de 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