{"id":6465,"date":"2014-07-31T13:30:00","date_gmt":"2014-07-31T13:30:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/adidas-abaisse-ses-previsions-de-benefice-dun-quart\/"},"modified":"2014-07-31T13:30:00","modified_gmt":"2014-07-31T13:30:00","slug":"adidas-abaisse-ses-previsions-de-benefice-dun-quart","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-abaisse-ses-previsions-de-benefice-dun-quart\/","title":{"rendered":"Adidas abaisse ses pr\u00e9visions de b\u00e9n\u00e9fice d\u2019un quart"},"content":{"rendered":"

B\u00e9n\u00e9fice net d\u2019\u00e0 peine 650 millions d\u2019euros<\/h2>\n

La Coupe du monde de football a non seulement boost\u00e9 l\u2019image d\u2019Adidas, mais \u00e9galement ses ventes : avant m\u00eame le d\u00e9but du championnat, Adidas avait d\u00e9j\u00e0 vendu plus de 14 millions de balles de football brazuca et plus de 8 millions de maillots de foot<\/a>. Un record ! Malheureusement l\u2019euphorie fut de courte dur\u00e9e.<\/p>\n

Aujourd\u2019hui Adidas a annonc\u00e9 que les pr\u00e9visions de b\u00e9n\u00e9fice formul\u00e9es pr\u00e9c\u00e9demment n\u2019\u00e9taient plus r\u00e9alisables<\/a> : initialement l\u2019entreprise visait un b\u00e9n\u00e9fice compris entre 830 et 930 millions d\u2019euros, \u00e0 pr\u00e9sent Adidas se contentera d\u2019un b\u00e9n\u00e9fice annuel de 650 millions d\u2019euros, soit un quart de moins. Par ailleurs le groupe annule ses pr\u00e9visions de b\u00e9n\u00e9fice pour 2015.<\/p>\n

\u00ab Les r\u00e9cents \u00e9v\u00e9nements en Russie, l\u2019affaiblissement du rouble et la baisse de confiance des consommateurs locaux ont un impact sur la rentabilit\u00e9 \u00e0 court terme \u00bb, indique Adidas. En cons\u00e9quence le management a d\u00e9cid\u00e9 de \u00ab suspendre tous ses projets d\u2019ouverture de nouveaux magasins dans la r\u00e9gion et d\u2019augmenter le nombre de fermetures de magasins. En prenant ces mesures, nous voulons limiter les risques pour l\u2019entreprise \u00bb, explique le groupe.<\/p>\n

\n
Chiffre d\u2019affaires trimestriel de 3,465 milliards d\u2019euros<\/h2>\n

Toutefois\u00a0 la Russie n\u2019est pas la seule source de soucis d\u2019Adidas :\u00a0 le march\u00e9 des articles de golf est lui aussi en forte r\u00e9gression (-18%), alors que la marque Adidas au deuxi\u00e8me trimestre affiche une croissance de ses ventes de 10% (hors effets de change) et Reebok +9%.<\/p>\n

R\u00e9sultat : au deuxi\u00e8me trimestre le groupe a r\u00e9alis\u00e9 un chiffre de vente de 3,465 milliards d\u2019euros, soit une progression d\u2019\u00e0 peine +2%. Le b\u00e9n\u00e9fice op\u00e9rationnel se limite \u00e0 220 millions d\u2019euros, en partie suite aux lourds investissements marketing dans le cadre de la Coupe du monde de football. La r\u00e9action \u00e0 la bourse a \u00e9t\u00e9 impitoyable : aux heures de midi le cours de l\u2019action avait chut\u00e9 de plus de 14% par rapport \u00e0 hier.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

B\u00e9n\u00e9fice net d\u2019\u00e0 peine 650 millions d\u2019euros La Coupe du monde de football a non seulement boost\u00e9 l\u2019image d\u2019Adidas, mais \u00e9galement ses ventes : avant m\u00eame le d\u00e9but du championnat, Adidas avait d\u00e9j\u00e0 vendu plus de 14 millions de balles de football brazuca et plus de 8 millions de maillots de foot. Un record ! […]<\/p>\n","protected":false},"author":1,"featured_media":84,"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-6465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"\nAdidas abaisse ses pr\u00e9visions de b\u00e9n\u00e9fice d\u2019un quart - RetailDetail BE<\/title>\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-abaisse-ses-previsions-de-benefice-dun-quart\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adidas abaisse ses pr\u00e9visions de b\u00e9n\u00e9fice d\u2019un quart - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"B\u00e9n\u00e9fice net d\u2019\u00e0 peine 650 millions d\u2019euros La Coupe du monde de football a non seulement boost\u00e9 l\u2019image d\u2019Adidas, mais \u00e9galement ses ventes : avant m\u00eame le d\u00e9but du championnat, Adidas avait d\u00e9j\u00e0 vendu plus de 14 millions de balles de football brazuca et plus de 8 millions de maillots de foot. 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