{"id":73848,"date":"2023-03-09T10:56:51","date_gmt":"2023-03-09T09:56:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=73848"},"modified":"2023-03-09T10:56:54","modified_gmt":"2023-03-09T09:56:54","slug":"adidas-nous-devons-devenir-le-leader-du-marche-en-europe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-nous-devons-devenir-le-leader-du-marche-en-europe\/","title":{"rendered":"Adidas : \u00ab Nous devons devenir le leader du march\u00e9 en Europe \u00bb"},"content":{"rendered":"\n

Apr\u00e8s le fiasco avec Kanye West, Covid et l’inflation, Adidas <\/strong>est sur le banc de touche. Pourtant, la marque de sport n’est pas encore hors jeu, selon le tout nouveau PDG Bj\u00f8rn Gulden, qui a imm\u00e9diatement r\u00e9organis\u00e9 la direction.<\/p>\n\n\n\n

Mieux comprendre les Chinois<\/h2>\n\n\n\n

\u00ab Adidas a tous les ingr\u00e9dients pour r\u00e9ussir, \u00bb insiste Bj\u00f8rn Gulden, PDG depuis le 1er janvier<\/a>. Pourtant, aujourd’hui, la marque est loin de la r\u00e9ussite. L’ann\u00e9e derni\u00e8re, le b\u00e9n\u00e9fice net s’est \u00e9lev\u00e9 \u00e0 254 millions d’euros et les ventes ont \u00e0 peine augment\u00e9 de 1 %. L’entreprise a perdu sa poule aux \u0153ufs d’or Kanye (Ye) West, la Russie et, temporairement, l’incontournable Chine.<\/p>\n\n\n\n

Les ventes sur le march\u00e9 chinois ont chut\u00e9 de 36 %, non seulement \u00e0 cause des mesures sanitaires, mais aussi en raison d’un boycott persistant<\/a>. M\u00eame une croissance de 44 % en Am\u00e9rique latine et de 12 % en Am\u00e9rique du Nord n’a pas suffi \u00e0 compenser ce recul. Adidas doit accorder plus d’attention aux consommateurs locaux et mieux comprendre les consommateurs chinois, conclut Gulden dans le nouveau rapport annuel.<\/p>\n\n\n\n

La rupture avec le rappeur Ye<\/a> a m\u00eame entra\u00een\u00e9 une baisse de 1 % du chiffre d’affaires au quatri\u00e8me trimestre, tandis que la marge brute s’est effondr\u00e9e \u00e0 39,1 % en raison de l’augmentation des co\u00fbts d’approvisionnement et des remises. Le trimestre s’est sold\u00e9 par une perte nette de 482 millions d’euros, contre un b\u00e9n\u00e9fice de 213 millions d’euros un an plus t\u00f4t. Il est int\u00e9ressant de noter que la Coupe du monde de la FIFA au Qatar n’a pas non plus sauv\u00e9 la fin de l’ann\u00e9e.<\/p>\n\n\n\n

Pas d’accord avec Ye apr\u00e8s tout ?<\/h2>\n\n\n\n

Selon Gulden, 2023 sera une ann\u00e9e de transition : le fabricant d’entra\u00eeneurs doit d’abord traverser la vall\u00e9e avant de remonter la pente. Le nouveau dirigeant table d\u00e9j\u00e0 sur une baisse des ventes \u00ab \u00e0 un chiffre \u00bb cette ann\u00e9e, avant de recommencer \u00e0 b\u00e2tir une entreprise rentable en 2024. L’objectif num\u00e9ro un est de r\u00e9duire les stocks et les remises.<\/p>\n\n\n\n

Mais c’est plus facile \u00e0 dire qu’\u00e0 faire, maintenant que l’entreprise a 500 millions d’euros de stocks Yeezy invendus et potentiellement invendables. Quant \u00e0 savoir si Adidas a conclu un accord avec Ye<\/a> pour continuer \u00e0 vendre les produits, Gulden ne dit rien. Pour l’instant, l’entreprise calcule d\u00e9j\u00e0 une perte de revenus de 1,2 milliard d’euros<\/a>, ainsi qu’une perte d’exploitation de 700 millions d’euros.<\/p>\n\n\n\n

Risque de r\u00e9cession<\/h2>\n\n\n\n

Outre le rappeur controvers\u00e9, la marque de sport craint \u00e9galement \u00ab un risque accru de r\u00e9cession en Europe et en Am\u00e9rique du Nord et une incertitude quant \u00e0 la reprise en Chine \u00bb. C’est un probl\u00e8me car Adidas devrait \u00eatre \u00ab le leader absolu du march\u00e9 \u00bb en Europe, puisqu’il s’agit de la base de la marque. \u00ab Tout comme nous savons que l’on n’est pas vraiment une marque mondiale si l’on n’a pas de succ\u00e8s en Am\u00e9rique du Nord, \u00bb selon le PDG, faisant implicitement r\u00e9f\u00e9rence au retard pris par rapport \u00e0 son rival Nike.<\/p>\n\n\n\n

Adidas doit \u00e9galement devenir plus rapide et plus agile. C’est pourquoi il remanie imm\u00e9diatement la direction : il prend lui-m\u00eame en charge les activit\u00e9s de produits et de marketing dans le cadre du r\u00f4le de Global Brands. Cela permettra \u00ab des d\u00e9cisions rapides dans toutes les unit\u00e9s commerciales et tous les d\u00e9partements \u00bb. \u00ab Les choses changent rapidement et nous devons \u00e9voluer avec elles, \u00bb conclut le PDG.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s le fiasco avec Kanye West, Covid et l’inflation, Adidas est sur le banc de touche. Pourtant, la marque n’est pas encore hors jeu, selon le PDG Bj\u00f8rn Gulden.<\/p>\n","protected":false},"author":5,"featured_media":56571,"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":[351],"topic":[266],"region":[470],"class_list":["post-73848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-adidas","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"\nAdidas : \u00ab Nous devons devenir le leader du march\u00e9 en Europe \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s le fiasco avec Kanye West, Covid et l'inflation, Adidas est sur le banc de touche. 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