{"id":138082,"date":"2025-12-19T10:18:30","date_gmt":"2025-12-19T09:18:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=138082"},"modified":"2025-12-19T10:18:32","modified_gmt":"2025-12-19T09:18:32","slug":"nike-zwakke-chinese-verkoop-ondermijnt-vertrouwen-in-herstel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/nike-zwakke-chinese-verkoop-ondermijnt-vertrouwen-in-herstel\/","title":{"rendered":"Nike: zwakke Chinese verkoop ondermijnt vertrouwen in herstel"},"content":{"rendered":"\n<p><strong>Nike <\/strong>blijft worstelen met de Chinese markt, terwijl de sneakermaker elders voorzichtige vooruitgang boekt. De comeback van het merk verloopt &#8220;twee stappen voorwaarts en \u00e9\u00e9n stap achteruit&#8221;, vinden analisten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comeback is &#8220;niet lineair&#8221;<\/h2>\n\n\n\n<p>In het kwartaal tot en met 30 november steeg de wereldwijde omzet met 1% tot 12,4 miljard dollar (11,4 miljard euro). Dat niveau ligt nog altijd zo&#8217;n miljard dollar (920 miljoen euro) onder de omzet van twee jaar geleden. Ook de druk op de winstgevendheid blijft hoog: de brutomarge daalde met 3 procentpunt tot 40,6%. Nike schrijft dat vooral toe aan hogere importtarieven in Noord-Amerika, die het bedrijf naar eigen zeggen 1,5 miljard dollar per jaar kosten. De nettowinst zakte in het kwartaal met 32%.<\/p>\n\n\n\n<p>Voor het lopende kwartaal, met de belangrijke eindejaarsverkopen, verwacht Nike zelfs een omzetdaling van enkele procenten. Topman Elliott Hill gelooft niettemin dat het merk halverwege zijn comeback zit, maar <a href=\"https:\/\/www.ft.com\/content\/a7ef61fa-4c2a-4bb6-aadb-4bed15b41a46\">benadrukt dat het herstel niet lineair verloopt<\/a>. Hill, vorig jaar uit zijn pensioen gehaald, legt voortaan de nadruk op kernsporten en wil de relaties met zowel atleten als retailers herstellen. De CEO geeft toe dat Nike te weinig investeerde in winkels van retailpartners.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tijd nodig in China<\/h2>\n\n\n\n<p>In China is &#8220;een reset&#8221; daarentegen nodig. Hill verhoogt de investeringen in winkels in onder meer Shanghai en Beijing, maar zoekt ook betere aansluiting op de e-commercemarkt. &#8220;Het zal tijd vergen&#8221;, aldus de CEO. In Noord-Amerika en in Europa, het Midden-Oosten en Afrika groeide de omzet, maar in China daalde die met 17% tot 1,4 miljard dollar (circa 1,3 miljard euro).<\/p>\n\n\n\n<p>Ook Barclays ziet dat het herstel ongelijkmatig verloopt. In een analyse stelt de bank dat er in Noord-Amerika \u201cduidelijke tekenen van vooruitgang\u201d zijn. Barclays wijst op \u201cgroene scheuten in de markt, een kentering richting verkoop tegen volle prijs, een sterk orderboek bij groothandelspartners en versnellende marktaandeelwinst in hardlopen\u201d. Tegelijkertijd waarschuwt de bank dat het concern op groepsniveau \u201ctwee stappen vooruit zet in Noord-Amerika, maar \u00e9\u00e9n stap terug in China en de regio Azi\u00eb-Pacific en Latijns-Amerika\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nike blijft worstelen met de Chinese markt, terwijl de sneakermaker elders voorzichtige vooruitgang boekt. De comeback van het merk verloopt &#8220;twee stappen voorwaarts en \u00e9\u00e9n stap achteruit&#8221;, vinden analisten.<\/p>\n","protected":false},"author":5,"featured_media":126522,"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":[43],"company":[644],"topic":[88],"region":[210,207],"class_list":["post-138082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-nike","topic-bedrijfsresultaten","region-china","region-verenigde-staten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike: zwakke Chinese verkoop ondermijnt vertrouwen in herstel - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Nike blijft worstelen met de Chinese markt, terwijl de sneakermaker elders voorzichtige vooruitgang boekt. 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