{"id":73630,"date":"2023-03-07T11:08:49","date_gmt":"2023-03-07T10:08:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=73630"},"modified":"2023-03-07T11:08:51","modified_gmt":"2023-03-07T10:08:51","slug":"pas-de-croissance-mais-de-la-maturite-chez-zalando","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/pas-de-croissance-mais-de-la-maturite-chez-zalando\/","title":{"rendered":"Pas de croissance mais de la \u00ab maturit\u00e9 \u00bb chez Zalando"},"content":{"rendered":"\n

Le chiffre d’affaires de Zalando <\/strong>a stagn\u00e9 l’ann\u00e9e derni\u00e8re, malgr\u00e9 une augmentation du nombre de clients. \u00ab Apr\u00e8s la pand\u00e9mie, le commerce \u00e9lectronique n’a pas \u00e9t\u00e9 aussi collant que tout le monde, y compris nous, l’avait pr\u00e9vu, \u00bb explique Robert Gentz, co-PDG de l’entreprise.<\/p>\n\n\n\n

\u00ab Pr\u00eat \u00e0 affronter les vents contraires \u00bb<\/h2>\n\n\n\n

Malgr\u00e9 une \u00ab ann\u00e9e incroyablement difficile, \u00bb Zalando regarde fi\u00e8rement vers 2022. \u00ab Notre entreprise a m\u00fbri et peut d\u00e9sormais faire face aux vents contraires, \u00bb affirme le co-PDG Robert Gentz. La strat\u00e9gie de plateforme en particulier porte ses fruits : 36 % de toutes les ventes (+6 points de pourcentage) proviennent d\u00e9sormais de marques partenaires, tandis que 58 % du fulfilment est effectu\u00e9 par Zalando. Depuis octobre, les marques de mode peuvent confier toute leur logistique \u00e0 Zalando, m\u00eame pour leurs propres boutiques ou pour des plateformes concurrentes. Pepe Jeans<\/strong>, entre autres, utilise ce service.<\/p>\n\n\n\n

Cependant, Zalando a \u00e9galement d\u00fb se concentrer sur les co\u00fbts et la rentabilit\u00e9 lorsqu’il est apparu clairement que le commerce \u00e9lectronique d\u00e9clinait \u00e0 nouveau apr\u00e8s la pand\u00e9mie et que la faible confiance des consommateurs entra\u00eenait des niveaux de stocks \u00e9lev\u00e9s. Pour am\u00e9liorer les marges, la plateforme a introduit des montants minimums de commande. Depuis le mois dernier, le si\u00e8ge est \u00e9galement en train de se r\u00e9organiser : des centaines de fonctions administratives sont supprim\u00e9es<\/a> dans un grand nombre d’\u00e9quipes.<\/p>\n\n\n\n

Le d\u00e9taillant de mode a n\u00e9anmoins r\u00e9ussi \u00e0 transformer les pertes du premier semestre en un EBITDA l\u00e9g\u00e8rement positif au second semestre. Le b\u00e9n\u00e9fice avant int\u00e9r\u00eats et imp\u00f4ts s’\u00e9l\u00e8ve finalement \u00e0 184,6 millions d’euros. Bien que Zalando ait gagn\u00e9 6 % de clients actifs l’ann\u00e9e derni\u00e8re et que le nombre de membres payants Plus ait doubl\u00e9 pour atteindre plus de 2 millions, le chiffre d’affaires est rest\u00e9 stable \u00e0 10,3 milliards d’euros. Le volume total des ventes (GMV) a augment\u00e9 de 3 % pour atteindre 14,8 milliards d’euros. Par ailleurs, au Benelux, pr\u00e8s d’un quart (23 %) des consommateurs ach\u00e8tent chez Zalando, pr\u00e9cise l’entreprise.<\/p>\n\n\n\n

Suivre l’exemple asiatique<\/h2>\n\n\n\n

Cette ann\u00e9e, la plateforme de mode pr\u00e9voit de se concentrer davantage sur les donn\u00e9es et le contenu. En 2022, par exemple, Zalando a acquis Highsnobiety<\/strong>, o\u00f9 il combine la narration et les \u00ab drops \u00bb de produits<\/a>. L’ann\u00e9e derni\u00e8re, les 80 collections pr\u00e9sent\u00e9s ainsi ont attir\u00e9 quelque 7 millions de spectateurs. La plateforme voit \u00e9galement un grand potentiel dans le segment de la beaut\u00e9 pour le contenu et l’interaction avec les consommateurs. Zalando constate \u00e9galement que les clients Plus d\u00e9pensent environ trois fois plus que les clients r\u00e9guliers.<\/p>\n\n\n\n

En 2023, Zalando s’attend \u00e0 une croissance en volume comprise entre 1 % et 7 %, avec une faible \u00e9volution des ventes comprise entre -1 % et 4 %. La directrice financi\u00e8re Sandra Dembeck estime le b\u00e9n\u00e9fice brut ajust\u00e9 entre 280 et 350 millions d’euros. Une pr\u00e9vision d\u00e9lib\u00e9r\u00e9ment prudente, car \u00ab il y a encore beaucoup de volatilit\u00e9 et d’incertitude \u00bb. \u00ab Le commerce \u00e9lectronique est aujourd’hui revenu l\u00e0 o\u00f9 nous l’avions estim\u00e9 avant la pand\u00e9mie, mais il est certain que dans le domaine de la mode, il boite encore fortement par rapport aux march\u00e9s asiatiques, \u00bb conclut Gentz.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le chiffre d’affaires de Zalando a stagn\u00e9 l’ann\u00e9e derni\u00e8re. Apr\u00e8s la pand\u00e9mie, le commerce \u00e9lectronique n’a pas \u00e9t\u00e9 aussi collant que pr\u00e9vu.<\/p>\n","protected":false},"author":5,"featured_media":16332,"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":[43],"company":[287],"topic":[266],"region":[470],"class_list":["post-73630","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-zalando","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"\nPas de croissance mais de la \u00ab maturit\u00e9 \u00bb chez Zalando - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le chiffre d'affaires de Zalando a stagn\u00e9 l'ann\u00e9e derni\u00e8re. 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