{"id":58832,"date":"2022-06-28T14:53:26","date_gmt":"2022-06-28T12:53:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=58832"},"modified":"2022-06-29T10:29:14","modified_gmt":"2022-06-29T08:29:14","slug":"nike-perd-de-la-marge-en-accumulant-du-stock","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/nike-perd-de-la-marge-en-accumulant-du-stock\/","title":{"rendered":"Nike perd de la marge en accumulant du stock"},"content":{"rendered":"\n

Nike a augment\u00e9 ses revenus et ses b\u00e9n\u00e9fices de plus que 5 % au cours de l’ann\u00e9e qui s’est achev\u00e9e fin mai. Toutefois, l’ann\u00e9e 2022 a commenc\u00e9 sous de mauvais auspices, avec des marges et des revenus en baisse en raison de l’augmentation des stocks et des co\u00fbts.<\/p>\n\n\n\n

Les soucis logistiques persistent<\/h2>\n\n\n\n

M\u00eame Nike ressent les effets de la situation macro\u00e9conomique difficile. Un solide second semestre 2021 a \u00e9t\u00e9 suivi au premier semestre 2022 par une baisse des marges, des soucis de transport et une inflation des co\u00fbts. Le retrait de la Russie lui co\u00fbte \u00e9galement pr\u00e8s de 150 millions de dollars (142 millions d’euros).<\/p>\n\n\n\n

Au cours des trois mois pr\u00e9c\u00e9dant la fin mai, la marge brute a chut\u00e9 de 80 points de base pour atteindre 45 %, principalement en raison de stocks bloqu\u00e9s en Chine<\/a> et de co\u00fbts de transport et de logistique plus \u00e9lev\u00e9s. Les ventes ont baiss\u00e9 de 1 % au cours du trimestre et le b\u00e9n\u00e9fice net s’est \u00e9lev\u00e9 \u00e0 1,4 milliard de dollars (1,3 milliard d’euros), soit une baisse de 5 %.<\/p>\n\n\n\n

Nike se f\u00e9licite n\u00e9anmoins d’avoir mis l’accent depuis plusieurs ann\u00e9es sur la vente directe aux consommateurs et d’avoir r\u00e9duit son r\u00e9seau de grossistes. En vendant directement, elle peut plus facilement am\u00e9liorer ses marges et se concentrer sur les ventes num\u00e9riques. Le chiffre d’affaires en ligne a augment\u00e9 de 18 % au cours de l’ensemble de l’exercice \u00e9coul\u00e9.<\/p>\n\n\n\n

Deux semaines de d\u00e9lai en plus<\/h2>\n\n\n\n

Sur l’ensemble de l’ann\u00e9e, le chiffre d’affaires a augment\u00e9 de 5 % pour atteindre 46,7 milliards de dollars (44,3 milliards d’euros). Le b\u00e9n\u00e9fice net est de 6 milliards de dollars (5,7 millions d’euros), soit une augmentation de 6 %. Les co\u00fbts de marketing ont augment\u00e9 de 24 %, principalement en raison des investissements num\u00e9riques, mais il est particuli\u00e8rement frappant de constater que le niveau de stock a augment\u00e9 de pas moins de 23 % pour atteindre 8,4 milliards de dollars (pr\u00e8s de 8 milliards d’euros).<\/p>\n\n\n\n

Deux tiers de ces inventaires ne se trouvent pas dans les entrep\u00f4ts de Nike, mais sont toujours en transit, explique le directeur financier Matt Friend selon De Tijd. De nombreux produits sont bloqu\u00e9s dans les ports, d’une part en Chine en raison de la crise sanitaire et d’autre part aux \u00c9tats-Unis en raison d’une p\u00e9nurie persistante de main-d’\u0153uvre.<\/p>\n\n\n\n

Friend craint que les probl\u00e8mes d’approvisionnement ne persistent au moins jusqu’en 2023. \u00ab Par rapport \u00e0 l’\u00e9poque pr\u00e9-pand\u00e9mique, il faut deux semaines de plus pour acheminer les produits aux clients, notamment en Am\u00e9rique du Nord. \u00bb Cela entra\u00eene une hausse des co\u00fbts, notamment pour le transport par voie maritime, qui se traduit \u00e0 son tour par une baisse des marges. Pour l’exercice \u00e0 venir, Nike s’attend donc au mieux \u00e0 une stagnation de sa marge brute.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nike a augment\u00e9 ses revenus et ses b\u00e9n\u00e9fices de plus que 5 % au cours de l’ann\u00e9e qui s’est achev\u00e9e fin mai. Toutefois, l’ann\u00e9e 2022 a commenc\u00e9 sous de mauvais auspices, avec des marges et des revenus en baisse en raison de l’augmentation des stocks et des co\u00fbts.<\/p>\n","protected":false},"author":5,"featured_media":17816,"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":[644],"topic":[242,409,266],"region":[],"class_list":["post-58832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-nike","topic-chaine-dapprovisionnement","topic-logistique","topic-resultats-financiers"],"acf":[],"yoast_head":"\nNike perd de la marge en accumulant du stock - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Nike a augment\u00e9 ses revenus et ses b\u00e9n\u00e9fices de plus que 5 % au cours 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