{"id":86765,"date":"2023-11-02T12:10:17","date_gmt":"2023-11-02T11:10:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=86765"},"modified":"2023-11-02T12:10:19","modified_gmt":"2023-11-02T11:10:19","slug":"lenorme-croissance-des-benefices-de-zalando-cache-des-chiffres-de-vente-decevants","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/lenorme-croissance-des-benefices-de-zalando-cache-des-chiffres-de-vente-decevants\/","title":{"rendered":"L’\u00e9norme croissance des b\u00e9n\u00e9fices de Zalando cache des chiffres de vente d\u00e9cevants"},"content":{"rendered":"\n

Zalando<\/strong> a connu des hauts et des bas au cours de ce trimestre : tous les chiffres de vente sont pass\u00e9s dans le rouge, mais les b\u00e9n\u00e9fices ont tout de m\u00eame augment\u00e9 de 72 %.<\/p>\n\n\n\n

Signaux rouges<\/h2>\n\n\n\n

M\u00eame les plus grands d\u00e9taillants souffrent de la crise de l’apr\u00e8s-Covid: par exemple, les ventes sur la plateforme Zalando ont baiss\u00e9 de 2,4 % au dernier trimestre par rapport \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente. La valeur brute des marchandises vendues s’est \u00e9lev\u00e9e \u00e0 3,2 milliards d’euros. Le chiffre d’affaires du groupe a diminu\u00e9 de 3,2 % pour atteindre 2,2 milliards d’euros : les ventes ont baiss\u00e9 tant sur le march\u00e9 principal germanophone qu’\u00e0 l’ext\u00e9rieur de celui-ci. Pour expliquer ce recul, la plateforme invoque la \u00ab situation macro\u00e9conomique difficile \u00bb et le mois de septembre extr\u00eamement chaud qui a emp\u00each\u00e9 les clients d’acheter des v\u00eatements d’automne et d’hiver d\u00e8s le d\u00e9but de l’ann\u00e9e.<\/p>\n\n\n\n

D’autres indicateurs sont \u00e9galement pass\u00e9s au rouge : moins de clients actifs (Zalando pourrait passer sous la barre magique des 50 millions de clients actifs, le compteur se situant \u00e0 50,1 millions), nettement moins de commandes (de 58,8 millions \u00e0 54,5 millions) et moins de commandes par client. Heureusement pour les Allemands, la valeur moyenne des commandes a l\u00e9g\u00e8rement augment\u00e9 pour atteindre 58,9 euros.<\/p>\n\n\n\n

D’autre part, le b\u00e9n\u00e9fice brut ajust\u00e9 a augment\u00e9 de pr\u00e8s de trois quarts pour atteindre 23,2 millions d’euros. La baisse des co\u00fbts logistiques y est pour beaucoup. Avec la combinaison \u00ab ventes en baisse mais b\u00e9n\u00e9fices en hausse \u00bb, Zalando poursuit sans probl\u00e8me ses r\u00e9sultats du deuxi\u00e8me trimestre<\/a>.<\/p>\n\n\n\n

Confiance dans les innovations<\/h2>\n\n\n\n

Zalando confirme ses pr\u00e9visions de b\u00e9n\u00e9fices pour l’ensemble de l’exercice (entre 300 et 350 millions d’euros), mais supprime toutes les pr\u00e9visions de croissance des ventes. Au lieu de pr\u00e9voir \u00ab entre une baisse de 1% et une hausse de 4% \u00bb, la pr\u00e9vision ne porte plus que sur \u00ab une baisse entre 3 et 0,5% \u00bb.<\/p>\n\n\n\n

La plateforme allemande se dit \u00e9galement confiante dans deux innovations r\u00e9centes, qui devraient permettre d’am\u00e9liorer les r\u00e9sultats. Stories on Zalando a \u00e9t\u00e9 lanc\u00e9 en septembre et devrait attirer les marques de luxe<\/a>, tandis que ZEOS (lancement en octobre) ouvre le r\u00e9seau logistique de Zalando \u00e0 d’autres marques et boutiques en ligne.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Zalando a connu des hauts et des bas au cours de ce trimestre : tous les chiffres de vente sont pass\u00e9s dans le rouge, mais les b\u00e9n\u00e9fices ont tout de m\u00eame augment\u00e9 de 72 %.<\/p>\n","protected":false},"author":4,"featured_media":17338,"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-86765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-zalando","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"\nL'\u00e9norme croissance des b\u00e9n\u00e9fices de Zalando cache des chiffres de vente d\u00e9cevants - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les chiffres de vente de Zalando 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