{"id":91112,"date":"2024-01-17T11:08:19","date_gmt":"2024-01-17T10:08:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=91112"},"modified":"2024-01-17T11:18:54","modified_gmt":"2024-01-17T10:18:54","slug":"analyse-pourquoi-lidl-voit-ses-marges-se-reduire","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-pourquoi-lidl-voit-ses-marges-se-reduire\/","title":{"rendered":"[Analyse] Pourquoi Lidl voit ses marges se r\u00e9duire"},"content":{"rendered":"\n

Les activit\u00e9s internationales de Lidl<\/strong> enregistrent une forte croissance des ventes, mais les marges sont sous pression car le discounter ne r\u00e9percute pas toutes les hausses de prix sur les consommateurs. Les investissements restent \u00e9galement \u00e9lev\u00e9s.<\/p>\n\n\n\n

Forte croissance des ventes<\/h2>\n\n\n\n

Lidl a r\u00e9cemment publi\u00e9 les r\u00e9sultats financiers de ses activit\u00e9s internationales, h\u00e9berg\u00e9es dans la soci\u00e9t\u00e9 Lidl Stiftung & Co KG, pour l’exercice bris\u00e9 2022-2023, qui s’est achev\u00e9 en f\u00e9vrier 2023. Cette unit\u00e9 d’affaires repr\u00e9sente un bon 70 % des ventes totales de la cha\u00eene de magasins \u00e0 rabais. Les analystes de Barclays se sont pench\u00e9s sur les chiffres.<\/p>\n\n\n\n

Premier constat : les ventes ont augment\u00e9 au-del\u00e0 des attentes. Lidl avait pr\u00e9vu une \u00ab croissance mod\u00e9r\u00e9e des ventes <\/a>\u00bb l’ann\u00e9e derni\u00e8re, mais une hausse de 22,6 % \u00e0 81,8 milliards d’euros peut difficilement \u00eatre qualifi\u00e9e de mod\u00e9r\u00e9e. La plus forte croissance depuis 2012 est due \u00e0 l’inflation alimentaire, aux gains de parts de march\u00e9 et \u00e0 l’ouverture de nouveaux magasins.<\/p>\n\n\n\n

Investissement dans les prix<\/h2>\n\n\n\n

Cependant, il y a un revers \u00e0 la m\u00e9daille : la rentabilit\u00e9 est tomb\u00e9e \u00e0 son plus bas niveau depuis 2012. L’EBIT de Lidl International a chut\u00e9 de 6,6 % \u00e0 2,6 milliards d’euros, ce qui implique une contraction de la marge de 250 points de base \u00e0 2,3 %. Ceci est en partie d\u00fb aux investissements dans les prix : le d\u00e9taillant ne r\u00e9percute pas toutes les augmentations de co\u00fbts pour rester comp\u00e9titif. En outre, les ventes de produits non alimentaires ont chut\u00e9 et l’endettement a augment\u00e9 en raison d’investissements \u00e9lev\u00e9s et de la hausse des taux d’int\u00e9r\u00eat. Le b\u00e9n\u00e9fice net a en fait chut\u00e9 de 23 %.<\/p>\n\n\n\n

L’exercice a \u00e9t\u00e9 marqu\u00e9 par une hausse de 14 % des investissements \u00e0 5,2 milliards d’euros, dont 3,6 milliards d’euros dans l’immobilier. Il s’agit du niveau le plus \u00e9lev\u00e9 depuis 2016. En mars 2022, la cha\u00eene a ouvert ses huit premiers magasins en Estonie, mais dans plusieurs autres pays, Lidl a ralenti son expansion afin d’investir davantage de ressources dans les baisses de prix. Ce fut le cas en France, en Espagne et aux \u00c9tats-Unis, par exemple, o\u00f9 le d\u00e9taillant compte toujours moins de 200 magasins six ans apr\u00e8s son lancement, bien en de\u00e7\u00e0 de ses ambitions initiales.<\/p>\n\n\n\n

Une productivit\u00e9 \u00e9lev\u00e9e<\/h2>\n\n\n\n

Lidl ma\u00eetrise ses frais de personnel : ils ne repr\u00e9sentent que 8,4 % des ventes, ce qui est \u00e9lev\u00e9 par rapport \u00e0 d’autres d\u00e9taillants et constitue \u00e9galement le niveau le plus bas depuis 2012. De plus, la productivit\u00e9 est en hausse : le chiffre d’affaires par ETP a augment\u00e9 de 12,6 % pour atteindre 446 000 euros par an. En revanche, le d\u00e9taillant est confront\u00e9 au co\u00fbt des stocks non alimentaires \u00e9lev\u00e9s en raison de la faiblesse des ventes, qui peut \u00eatre due \u00e0 un consommateur qui r\u00e9duit ses d\u00e9penses en p\u00e9riode d’inflation et de baisse du pouvoir d’achat.<\/p>\n\n\n\n

Dans ses perspectives, le groupe reste tr\u00e8s prudent : croissance mod\u00e9r\u00e9e et b\u00e9n\u00e9fice net stable, avec une r\u00e9serve due aux grandes incertitudes en mati\u00e8re d’inflation, de disponibilit\u00e9 des biens, de taux d’int\u00e9r\u00eat et de comportement des consommateurs. Sur le plan de l’expansion, Lidl se pr\u00e9pare \u00e0 entrer dans les pays des Balkans, \u00e0 savoir la Bosnie-Herz\u00e9govine, le Mont\u00e9n\u00e9gro, la Mac\u00e9doine du Nord et le Kosovo. Le d\u00e9taillant poursuit \u00e9galement le d\u00e9ploiement de sa boutique en ligne de produits non alimentaires (lanc\u00e9e en France l’ann\u00e9e derni\u00e8re). Le groupe esp\u00e8re tirer des revenus suppl\u00e9mentaires de sa division de retailm\u00e9dia Schwarz Media, qui a \u00e9t\u00e9 cr\u00e9\u00e9e en 2022.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
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Les activit\u00e9s internationales de Lidl enregistrent une forte croissance des ventes, mais les marges sont sous pression car le discounter ne r\u00e9percute pas toutes les hausses de prix sur les consommateurs. Les investissements restent \u00e9galement \u00e9lev\u00e9s. <\/p>\n","protected":false},"author":3,"featured_media":50941,"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":[],"extra":[],"company":[204],"topic":[275,266],"region":[],"class_list":["post-91112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-lidl","topic-analyse","topic-resultats-financiers"],"acf":[],"yoast_head":"\n[Analyse] Pourquoi Lidl voit ses marges se r\u00e9duire - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les activit\u00e9s internationales de Lidl enregistrent une forte croissance des ventes, mais les marges sont sous pression...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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