{"id":105847,"date":"2024-10-02T10:36:27","date_gmt":"2024-10-02T08:36:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=105847"},"modified":"2024-10-03T08:23:45","modified_gmt":"2024-10-03T06:23:45","slug":"nike-in-diepste-dal-sinds-coronacrisis","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/nike-in-diepste-dal-sinds-coronacrisis\/","title":{"rendered":"Nike in diepste dal sinds coronacrisis"},"content":{"rendered":"\n

Nike<\/strong> beleefde deze zomer de grootste omzetval in vier jaar tijd. Voor de rest van het jaar durft het sneakermerk zelfs niks meer te voorspellen. Alle ogen zijn nu gericht op nieuwe CEO Elliott Hill.<\/p>\n\n\n\n

Nieuwe rivalen<\/h2>\n\n\n\n

Nike kondigt de grootste omzetdaling sinds het begin van de coronapandemie aan: in het zomerkwartaal (juni-augustus) daalde de omzet met 10% naar 11,59 miljard dollar (10,5 miljard euro). De brutomarge steeg licht, van 44,2% tot 45,4%, maar de winst per aandeel zakte ruim een kwart tot 0,70 dollar.<\/p>\n\n\n\n

De grootste dip (-13%) was te zien bij Nike Direct, de direct-to-consumer<\/em>-tak van het merk, maar ook de groothandelsomzet daalde met 8%. Ook China blijft zwak presteren. Nike heeft sterk te kampen met de concurrentie van nieuwe rivalen, zoals Hoka<\/strong> van Deckers en On<\/strong>, gesteund door Roger Federer.<\/p>\n\n\n\n

Banden weer aanhalen<\/h2>\n\n\n\n

Onder leiding van vorige CEO John Donahoe richtte Nike zich op de directe verkoop aan consumenten via eigen winkels en websites. Deze strategie leidde echter tot verminderde samenwerkingsverbanden met de retailpartners, waardoor spelers als Foot Locker en Dick’s Sporting Goods alternatieve merken naar voor konden schuiven en groot maken.<\/p>\n\n\n\n

Zijn opvolger, die eerder al 32 jaar bij Nike werkte<\/a>, staat daarom voor de zware klus om de schoenenreus nieuw leven in te blazen. Het wordt zijn taak om zowel de relaties met de retailpartners als met de consument te herstellen, onder meer met innovatie en nieuwe productlanceringen.<\/p>\n\n\n\n

Hill krijgt alvast even respijt: Nike annuleert de komende beleggersdag en schrapt de prognoses voor het hele boekjaar. Analisten voorspellen een verdere omzetdaling van 8 tot 10% in het huidige kwartaal, terwijl ook het eindejaarseizoen er wellicht eentje wordt met veel kortingen kortingen en minder verkeer op de digitale platforms. \u201cEen comeback op deze schaal vergt tijd, maar we zien vroege vooruitgang\u201d, houdt financieel directeur Matthew Friend de moed erin.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nike beleefde deze zomer de grootste omzetval in vier jaar tijd. Voor de rest van het jaar durft het sneakermerk zelfs niks meer te voorspellen. Alle ogen zijn nu gericht op nieuwe CEO Elliott Hill.<\/p>\n","protected":false},"author":5,"featured_media":99915,"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":[14],"tags":[],"people":[],"extra":[],"company":[644],"topic":[88],"region":[207],"class_list":["post-105847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-nike","topic-bedrijfsresultaten","region-verenigde-staten"],"acf":[],"yoast_head":"\nNike in diepste dal sinds coronacrisis - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Nike beleefde deze zomer de grootste omzetval in vier jaar tijd. 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