{"id":77401,"date":"2023-05-04T10:18:38","date_gmt":"2023-05-04T08:18:38","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=77401"},"modified":"2023-05-04T10:27:01","modified_gmt":"2023-05-04T08:27:01","slug":"zalando-atteint-le-seuil-de-rentabilite-en-depit-dune-demande-en-berne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-atteint-le-seuil-de-rentabilite-en-depit-dune-demande-en-berne\/","title":{"rendered":"Zalando atteint le seuil de rentabilit\u00e9 en d\u00e9pit d’une demande en berne"},"content":{"rendered":"\n

(mis \u00e0 jour<\/strong>) Le march\u00e9 de la mode est dans l’impasse, reconna\u00eet Zalando<\/strong>. Pourtant, la plateforme a pu compter sur la vente aux prix cass\u00e9s et sur ses partenaires au cours du dernier trimestre, ce qui lui a permis d’enregistrer une croissance rentable.<\/p>\n\n\n\n

Un tiers de prix cass\u00e9s en plus<\/h2>\n\n\n\n

Zalando a vendu 2,8 % de produits de plus au premier trimestre. Ainsi, le chiffre d’affaires a augment\u00e9 de 2,3 % pour atteindre 2,3 milliards d’euros. Le nombre de clients actifs a augment\u00e9 de 4,8 % pour atteindre 51,2 millions, mais la croissance du segment aux prix cass\u00e9s a \u00e9t\u00e9 plus importante. Le ‘Lounge by Zalando’ a connu une croissance particuli\u00e8rement forte au premier trimestre et a contribu\u00e9 \u00e0 une augmentation de 33 % du chiffre d’affaires dans le segment ‘offprice’. Depuis janvier, le Lounge a \u00e9t\u00e9 relook\u00e9.<\/p>\n\n\n\n

Parall\u00e8lement, Zalando laisse encore plus de place \u00e0 ses partenaires de vente externes. Les marques et les partenaires repr\u00e9sentent 39 % de l’ensemble des ventes, soit 8 points de pourcentage de plus qu’il y a un an et un pas de plus vers les 50 % vis\u00e9s par la plateforme. Depuis peu, l’entreprise permet \u00e0 ses partenaires d’utiliser sa logistique de commerce \u00e9lectronique ailleurs : m\u00eame sur d’autres plateformes ou pour ses propres boutiques en ligne, Zalando peut se charger de l’ex\u00e9cution des commandes.<\/p>\n\n\n\n

Le seuil de rentabilit\u00e9 est atteint<\/h2>\n\n\n\n

La place de march\u00e9 vise ainsi \u00e0 devenir rentable, ce qu’elle a r\u00e9ussi de justesse \u00e0 faire au premier trimestre. Zalando est parvenue \u00e0 inciter les clients \u00e0 acheter davantage en une seule fois, r\u00e9duisant ainsi les co\u00fbts de manutention et atteignant le seuil de rentabilit\u00e9 en termes d’EBIT ajust\u00e9. Il y a un an, Zalando avait enregistr\u00e9 une perte de 52 millions d’euros. \u00bb La demande globale restant faible, nous continuons \u00e0 nous concentrer sur l’am\u00e9lioration durable de l’efficacit\u00e9 dans les domaines de l’ex\u00e9cution des commandes et du marketing, \u00bb a d\u00e9clar\u00e9 Sandra Dembeck, directrice financi\u00e8re de Zalando.<\/p>\n\n\n\n

Zalando continue toutefois d’investir dans de nouvelles opportunit\u00e9s de croissance, pr\u00eates \u00e0 \u00eatre exploit\u00e9es \u00ab lorsque le march\u00e9 se redressera \u00bb. Par exemple, l’acteur du commerce \u00e9lectronique a continu\u00e9 \u00e0 miser sur le luxe avec une collection capsule en hommage \u00e0 Paco Rabanne<\/a>, r\u00e9cemment d\u00e9c\u00e9d\u00e9, et avec des \u00ab drops \u00bb avec Adidas et Salomon. \u00ab Ces produits exclusifs et en \u00e9dition limit\u00e9e incitent nos clients \u00e0 revenir plus r\u00e9guli\u00e8rement, \u00bb explique Robert Gentz, codirecteur g\u00e9n\u00e9ral.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le march\u00e9 de la mode est dans l’impasse, reconna\u00eet Zalando. Pourtant, la plateforme a pu compter sur la vente aux prix cass\u00e9s et sur ses partenaires.<\/p>\n","protected":false},"author":5,"featured_media":27831,"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":[287],"topic":[266],"region":[470],"class_list":["post-77401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-zalando","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"\nZalando atteint le seuil de rentabilit\u00e9 en d\u00e9pit d'une demande en berne - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le march\u00e9 de la mode est dans l'impasse, reconna\u00eet Zalando. 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