{"id":56574,"date":"2022-05-06T14:01:03","date_gmt":"2022-05-06T12:01:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=56574"},"modified":"2022-05-06T14:14:25","modified_gmt":"2022-05-06T12:14:25","slug":"adidas-demontre-la-dependance-occidentale-du-marche-chinois","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-demontre-la-dependance-occidentale-du-marche-chinois\/","title":{"rendered":"Adidas d\u00e9montre la d\u00e9pendance occidentale du march\u00e9 chinois"},"content":{"rendered":"\n

Adidas <\/strong>a perdu des b\u00e9n\u00e9fices et du chiffre d’affaires ce printemps, m\u00eame si les consommateurs occidentaux se montrent avides. De nouveaux lockdowns et un boycott en Chine l’emportent sur la croissance \u00e0 deux chiffres en Am\u00e9rique.<\/p>\n\n\n\n

Rien ne vaut la Chine<\/h2>\n\n\n\n

Les derniers r\u00e9sultats trimestriels d’Adidas montrent \u00e0 quel point l’Asie est devenue importante pour les marques et les d\u00e9taillants, et \u00e0 quel point l’Occident a perdu sa place. Avec une croissance des ventes de 13 % dans les pays occidentaux, principalement gr\u00e2ce \u00e0 +13 % aux Etats-Unis et m\u00eame +38 % en Am\u00e9rique latine, on pourrait croire que la marque de chaussures se frotte les mains. Mais rien de plus faux.<\/p>\n\n\n\n

Sur l’ensemble du trimestre, les ventes ont baiss\u00e9 de 3 %, ce qui repr\u00e9sente 400 millions d’euros de ventes perdues. La cause : en Chine, les ventes ont chut\u00e9 de 35 %, et l’ensemble de la r\u00e9gion Asie-Pacifique a enregistr\u00e9 une baisse de 16 %. Adidas \u00e9prouve des difficult\u00e9s en Chine depuis un certain temps<\/a> en raison d’un boycott et de la concurrence croissante de marques moins ch\u00e8res, mais aujourd’hui, de nouveaux lockdowns en Chine et au Vietnam aggravent encore la situation.<\/p>\n\n\n\n

L’Europe : m\u00eame pas digne de mention<\/h2>\n\n\n\n

Ailleurs, la marque de sport a \u00e9galement d\u00fb faire face \u00e0 des probl\u00e8mes d’approvisionnement, qui ont limit\u00e9 sa croissance, notamment au Moyen-Orient. Plus de la moiti\u00e9 des ventes perdues en raison de probl\u00e8mes d’inventaire se sont produites dans la zone EMEA. M\u00eame s’il n’y a pas non plus de croissance \u00e0 deux chiffres en Europe. En fait, l’entreprise allemande ne mentionne m\u00eame pas son continent d’origine dans son communiqu\u00e9 de presse.<\/p>\n\n\n\n

Sans surprise, les difficult\u00e9s p\u00e8sent \u00e9galement sur les marges. La marge brute a baiss\u00e9 de 1,9 point de pourcentage \u00e0 49,9 % au dernier trimestre, principalement en raison de la hausse significative des co\u00fbts des mati\u00e8res premi\u00e8res et du fret. Adidas a \u00e9galement vendu moins de produits haut de gamme au cours des derniers mois et a vu la croissance du commerce \u00e9lectronique diminuer par rapport \u00e0 la p\u00e9riode pand\u00e9mique. La marque n’a vendu que 2 % de plus en ligne, ce qui repr\u00e9sente tout de m\u00eame une progression de moiti\u00e9 par rapport au d\u00e9but de 2020.<\/p>\n\n\n\n

Les autres co\u00fbts d’exploitation ont augment\u00e9 de 10 % pour atteindre 2,26 milliards d’euros, ce qui a entra\u00een\u00e9 une forte baisse du b\u00e9n\u00e9fice net : de 502 millions d’euros en 2021 \u00e0 310 millions d’euros aujourd’hui.<\/p>\n\n\n\n

Le PDG ne c\u00e8de pas \u00e0 la pression<\/h2>\n\n\n\n

\u00ab Dans cet environnement caract\u00e9ris\u00e9 par des d\u00e9fis externes ardus, il est imp\u00e9ratif de rester concentr\u00e9 sur nos objectifs strat\u00e9giques \u00bb, a d\u00e9clar\u00e9 le PDG Kasper Rorsted. \u00ab Si nous resterons agiles, nous ne compromettrons pas nos opportunit\u00e9s de croissance \u00e0 long terme pour une optimisation des b\u00e9n\u00e9fices \u00e0 court terme. \u00bb<\/p>\n\n\n\n

La soci\u00e9t\u00e9 pr\u00e9voit un retour \u00e0 la croissance au deuxi\u00e8me trimestre, malgr\u00e9 la baisse continue des ventes en Chine et un impact n\u00e9gatif de 200 millions d’euros d\u00fb \u00e0 des probl\u00e8mes d’approvisionnement. Au second semestre 2022, Adidas pr\u00e9voit une augmentation des ventes nettes de plus de 20 %, en esp\u00e9rant que les probl\u00e8mes d’approvisionnement se r\u00e9solvent d’ici l\u00e0, que les march\u00e9s occidentaux continuent de bien se porter et que les grands \u00e9v\u00e9nements sportifs se poursuivent.<\/p>\n","protected":false},"excerpt":{"rendered":"

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