{"id":69097,"date":"2022-12-16T16:47:37","date_gmt":"2022-12-16T15:47:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=69097"},"modified":"2022-12-16T17:08:01","modified_gmt":"2022-12-16T16:08:01","slug":"filet-pur-plus-de-marges","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-plus-de-marges\/","title":{"rendered":"Filet Pur\u00a0: Plus de marges"},"content":{"rendered":"\n<p>Les F\u00eates approchent, mais qu\u2019y a-t-il r\u00e9ellement \u00e0 f\u00eater\u2009? Filet Pur dresse un tableau bien sombre&nbsp;: un leader du march\u00e9 en chute libre, un hard-discounter qui jette le gant, des marques au bord de la faillite&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Envie<\/h2>\n\n\n\n<p>\u00ab&nbsp;Vos f\u00eates. Nos meilleurs prix&nbsp;\u00bb&nbsp;: chez nous, peut-\u00eatre, mais \u00e0 Halle, l\u2019ambiance n\u2019est pas \u00e0 la f\u00eate. Publier des r\u00e9sultats en de\u00e7\u00e0 de ce que craignaient les analystes les plus pessimistes, c\u2019est aussi un art. Cette semaine, les m\u00e9dias regorgeaient donc de commentaires ronflants et d\u2019analyses plus ou moins approfondies \u2013 et oui, m\u00eame ces je-sais-tout de&nbsp;<em>RetailDetail<\/em> se sont sentis oblig\u00e9s de donner leur avis.&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-paie-cash-la-concurrence-des-prix-en-periode-dinflation\/\">Sur le tabou de la garantie du meilleur prix, encore bien<\/a>. Il fallait vraiment oser.<\/p>\n\n\n\n<p>Il y a quelques semaines, Frans Muller s\u2019inqui\u00e9tait du fait que les marges d\u2019<strong>Ahold Delhaize<\/strong>&nbsp;\u00e9taient tomb\u00e9es \u00e0 3,4% en Europe.&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-paie-cash-la-concurrence-des-prix-en-periode-dinflation\/\">Chez Colruyt, c\u2019est 2,3%<\/a>. Les historiens se souviennent encore de marges de 6,2%. Passer sous ses objectifs est une chose, mais la question est d\u00e9sormais de savoir quand le leader sur le march\u00e9 belge plongera dans le rouge. Avec des marges qui diminuent de moiti\u00e9 chaque ann\u00e9e, ils ne gagneront bient\u00f4t plus rien. Jef le vend comme une responsabilit\u00e9 sociale&nbsp;: il faut prot\u00e9ger \u00e0 tout prix le portefeuille du pauvre client. Mais les clients eux-m\u00eames remettent en question ces \u00ab&nbsp;meilleurs&nbsp;\u00bb prix et courent d\u2019une offre 1+1 gratuit \u00e0 l\u2019autre. Qui a r\u00e9ellement&nbsp;<em>envie<\/em>&nbsp;de succ\u00e9der au CEO\u2009?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Soft<\/h2>\n\n\n\n<p>Peut-\u00eatre devraient-ils envoyer quelqu\u2019un en voyage d\u2019\u00e9tudes dans la verte Normandie\u2009? L\u00e0,&nbsp;<strong>Casino<\/strong>&nbsp;\u2013 pas non plus une entreprise florissante, d\u2019ailleurs \u2013 affirme vouloir \u00ab&nbsp;ramener le hard dans le hard-discount&nbsp;\u00bb avec un nouveau format de magasin con\u00e7u sur le cadavre de&nbsp;<strong>Leader Price<\/strong>, abr\u00e9g\u00e9 en&nbsp;<strong>LP<\/strong>&nbsp;(belle id\u00e9e&nbsp;: deux lettres, \u00e7a fait d\u00e9j\u00e0 des \u00e9conomies sur les enseignes lumineuses). Parce que les autres hard discounters sont devenus bien soft.<\/p>\n\n\n\n<p>Mais ont-ils invent\u00e9 un nouveau concept\u2009? Ben oui, pas de caisses enregistreuses, remplac\u00e9es par des scanners. \u00c7a promet quelques pertes, non\u2009? Pas de marques A. Pas de prospectus \u2013 mais presque tous les d\u00e9taillants fran\u00e7ais les suppriment face au prix \u00e9lev\u00e9 du papier. Et des \u00ab\u00a0tarifs d\u00e9gressifs\u00a0\u00bb, avec possibilit\u00e9 d\u2019acheter des produits \u00e0 l\u2019unit\u00e9, au carton et m\u00eame \u00e0 la palette, les prix diminuant en proportion. Autrement dit\u00a0: des remises en fonction du volume, comme chez&#8230; Colruyt. Mais surtout, jugez-en par vous-m\u00eame\u00a0:\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/casino-remet-le-hard-dans-le-hard-discount-avec-lp\/\">explications et beaucoup de photos ici<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Caricature<\/h2>\n\n\n\n<p>D\u2019ailleurs, le plus grand hard-discounter au monde n\u2019est pas non plus en grande forme&nbsp;: <strong>Aldi<\/strong> a tout simplement d\u00e9cid\u00e9 de jeter le gant au Danemark. De guerre lasse, la cha\u00eene&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/aldi-abandonne-le-danemark\/\">y vend ses magasins \u00e0 un concurrent local,<\/a>&nbsp;<strong>Rema 1000<\/strong>. Rema combien\u2009? Il se trouve qu\u2019il y a quatre ans, alors que je passais des vacances en Scandinavie, j\u2019ai visit\u00e9 un de leurs magasins au fond d\u2019un trou perdu. Sacr\u00e9 spectacle&nbsp;: j\u2019ai rarement vu plus triste caricature d\u2019un supermarch\u00e9 us\u00e9 jusqu\u2019\u00e0 la corde. Ils sont quand m\u00eame bizarres, ces gens du Nord. La laitue \u00e9tait fl\u00e9trie, les fraises en train de pourrir, et nous avons par cons\u00e9quent opt\u00e9 pour l\u2019option s\u00fbre de la pizza surgel\u00e9e et de la bi\u00e8re pour regarder Belgique-Br\u00e9sil (sisi, rappelez-vous&nbsp;: les Diables non plus n\u2019avaient plus de marge, mais ils gagnaient).<\/p>\n\n\n\n<p>Pour le discounter, il est peut-\u00eatre r\u00e9confortant de savoir que d\u2019autres d\u00e9taillants peinent \u00e0 joindre les deux bouts. Voire pire. Le ph\u00e9nom\u00e8ne anversois&nbsp;<strong>Fruit Market Cools<\/strong>, par exemple, ferme ses portes. Avec des fruits et l\u00e9gumes de qualit\u00e9 \u00e0 des prix tr\u00e8s bas, cette petite entreprise familiale avait discr\u00e8tement grandi pour atteindre jusqu\u2019\u00e0 30 magasins. Mais les dures r\u00e9alit\u00e9s ont sap\u00e9 le mod\u00e8le \u00e9conomique&nbsp;:&nbsp;<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/antwerpse-versketen-legt-boeken-neer-30-winkels-dicht\/\">Cools vendait des surplus, et il n\u2019y en a plus<\/a>. L\u2019histoire r\u00e9sume assez bien notre \u00e9poque, je pense&nbsp;: tout le monde est \u00e0 l\u2019os.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Liquidation g\u00e9n\u00e9rale<\/h2>\n\n\n\n<p>Le mod\u00e8le \u00e9conomique de la livraison express n\u2019est peut-\u00eatre pas encore tout \u00e0 fait mort, mais il commence \u00e0 d\u00e9gager une dr\u00f4le d\u2019odeur. Que\u00a0<strong>Getir<\/strong>\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/gorillas-vendu-a-moitie-prix-a-son-concurrent-getir\/\">ait obtenu une remise de 50% pour acqu\u00e9rir<\/a>\u00a0<strong>Gorillas<\/strong> est r\u00e9v\u00e9lateur. \u00c0 croire qu\u2019ils se chauffent en cramant des billets de banque \u00e0 Berlin. Et d\u2019autres cadavres pourraient tomber des placards. Des licenciements aussi, d\u2019ailleurs. En des temps meilleurs, la collecte de capital-risque \u00e9tait le <em>core business<\/em>\u00a0de la startup. Mais ces rapaces d\u2019investisseurs sont eux aussi \u00e0 court d\u2019argent. Ou au moins de patience.<\/p>\n\n\n\n<p>Chez&nbsp;<strong>Albert Heijn<\/strong>, ils ont trouv\u00e9 quelques pi\u00e8ces au fond d\u2019un tiroir. Mais cela a suffi pour mettre la main sur l\u2019entreprise familiale&nbsp;<strong>Jan Linders<\/strong>. Techniquement, ce n\u2019est pas une acquisition&nbsp;: Jan Linders devient le plus grand franchis\u00e9 de B\u00e9bert.&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-supermarches-neerlandais-jan-linders-rejoignent-albert-heijn\/\">Mais c\u2019est quand m\u00eame une cinquantaine de magasins suppl\u00e9mentaires pour le leader du march\u00e9<\/a>. Comme s\u2019ils n\u2019en avaient pas d\u00e9j\u00e0 assez. Contrairement \u00e0 la Belgique, les Pays-Bas comptent encore des enseignes familiales r\u00e9gionales qui tentent de survivre ensemble au sein de l\u2019alliance d\u2019achat SuperUnie. Mais un d\u00e9ficit de perspectives et de rel\u00e8ve oblige certains \u00e0 vendre. Tant que ce n\u2019est pas \u00e0 Colruyt&nbsp;: voil\u00e0 ce qui serait vraiment tabou.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">T\u00eates de mules<\/h2>\n\n\n\n<p>Mais qui sont vraiment les plus grandes victimes de la crise\u2009? Pas les employ\u00e9s d\u00e9motiv\u00e9s d\u2019un&nbsp;<strong>Makro<\/strong> \u00e0 la d\u00e9rive, qui&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/lincertitude-pese-sur-les-employes-makro-eke-et-deurne-en-greve\/\">ne voient pas d\u2019autre option que la gr\u00e8ve<\/a>. Pas non plus les travailleurs des lointaines plantations de bananes, puisqu\u2019ils <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/cinq-chaines-de-supermarches-belges-promettent-un-salaire-vital-pour-les-bananes\/\">recevront enfin un salaire d\u00e9cent<\/a>&nbsp;(qui n\u2019emp\u00eachera peut-\u00eatre pas les d\u00e9taillants de continuer \u00e0 vendre le fruit le plus populaire du rayon \u00e0 prix cass\u00e9s&nbsp;: \u00e0 un euro et demi le kilo pour des caisses en provenance de l\u2019autre bout du monde, pas \u00e9tonnant qu\u2019on y trouve parfois de la coke).<\/p>\n\n\n\n<p>Non, les premi\u00e8res victimes de la crise sont les marques. Sans blague. Ce n\u2019est pas moi qui le dis, mais elles. Des marges de 15% et plus\u2009? Oubliez \u00e7a&nbsp;: ils suffoquent. \u00c0 peine 4% d\u2019entre eux r\u00e9ussissent \u00e0 r\u00e9percuter les hausses des co\u00fbts. En cause\u2009? Ces t\u00eates de mule de retailers, bien s\u00fbr. Qui ne veulent d\u00e9cid\u00e9ment pas entendre raison&nbsp;:&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-crise-des-couts-oblige-les-fabricants-de-marques-a-faire-des-economies-drastiques\/\">27% des marques ont \u00e9t\u00e9 confront\u00e9es \u00e0 des retraits des rayons<\/a>&nbsp;pour avoir voulu augmenter leurs tarifs cette ann\u00e9e. La situation serait dramatique. En bref, eux non plus n\u2019ont plus de marges. Comme tout le monde, finalement&#8230; Et vous\u2009? \u00c0 la semaine prochaine&nbsp;!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les F\u00eates approchent, mais qu\u2019y a-t-il r\u00e9ellement \u00e0 f\u00eater\u2009? Filet Pur dresse un tableau bien sombre\u00a0: un leader du march\u00e9 en chute libre, un hard-discounter qui jette le gant, des marques au bord de la faillite&#8230;<\/p>\n","protected":false},"author":3,"featured_media":69071,"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":[24],"tags":[],"people":[261],"extra":[43],"company":[124,123,203,489,201,1048,402],"topic":[205,386],"region":[],"class_list":["post-69097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","people-jef-colruyt","extra-plus","company-ahold-delhaize","company-albert-heijn","company-aldi","company-casino","company-colruyt","company-leader-price","company-makro","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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