{"id":156251,"date":"2026-10-02T09:50:42","date_gmt":"2026-10-02T07:50:42","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=156251"},"modified":"2026-10-02T09:50:43","modified_gmt":"2026-10-02T07:50:43","slug":"nike-snoeit-verder-banen-weg-na-zware-terugval-in-china","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/nike-snoeit-verder-banen-weg-na-zware-terugval-in-china\/","title":{"rendered":"Nike snoeit verder: banen weg na zware terugval in China"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Nu het herstel langer duurt dan verwacht, schrapt <strong>Nike <\/strong>opnieuw banen. De sportgigant vereenvoudigt zijn wereldwijde structuur en mikt tegen 2031 op 2,5 miljard dollar aan besparingen. Vooral de aanhoudende terugval in China zet de ommekeer onder CEO Elliott Hill onder druk.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">China &#8220;kost tijd&#8221;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nike verwacht dat de omzet in het lopende boekjaar 2027 met een hoog enkelcijferig percentage daalt. Dat is beduidend slechter dan de daling van ongeveer 2% waarop analisten gemiddeld hadden gerekend. In het afgelopen kwartaal zakte de omzet met 4% tot 11,2 miljard dollar (9,95 miljard euro), of met 5% tegen constante wisselkoersen. De nettowinst daalde met 2% tot 712 miljoen Amerikaanse dollar (632 miljoen euro).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De problemen concentreren zich vooral in China, waar de verkoop tegen constante wisselkoersen met liefst 26% kelderde. Nike kampt er met sterkere lokale rivalen, internationale uitdagers en een overaanbod aan afgeprijsde producten. Tegelijkertijd blijven Nike Sportswear en het Jordan-merk achter. &#8220;Onze Nike Performance-activiteiten zijn nog niet groot genoeg om de druk te compenseren die we zien bij Nike Sportswear, Jordan Brand en Groot-China&#8221;, zei Hill tijdens de toelichting op de cijfers. Volgens de CEO zal het herstel van die activiteiten &#8220;tijd kosten&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nieuwe ontslagronde<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nike reageert met een nieuwe reorganisatie: het bedrijf wil managementlagen schrappen, de bevoorradingsketen moderniseren en meer beslissingsmacht bij lokale teams leggen. Nike brengt zijn activiteiten voortaan onder in drie regio&#8217;s: Amerika, Europa-Midden-Oosten-Afrika en Azi\u00eb-Pacific-Groot-China. Daarnaast opent het concern een nieuwe campus in India.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De operatie leidt ook tot nieuwe ontslagen, al heeft Nike nog niet bepaald hoeveel banen verdwijnen of welke landen worden geraakt. Het bedrijf begint werknemers vanaf 2027 te informeren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nike verwacht dat deze ronde tegen boekjaar 2031 ongeveer 2,5 miljard dollar (2,22 miljard euro) aan besparingen oplevert. Daartegenover staan naar schatting 1 miljard dollar aan herstructureringskosten voor belastingen. In het vorige boekjaar boekte Nike al 300 miljoen dollar aan ontslagvergoedingen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kwestie van producten<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kostenbesparingen lossen het belangrijkste commerci\u00eble probleem evenwel niet vanzelf op. Analisten wijzen vooral naar het gebrek aan aansprekende nieuwe producten en de sterke afhankelijkheid van klassieke lifestylemodellen. Daardoor moest Nike de voorbije kwartalen vaker promoties inzetten, terwijl nieuwere concurrenten marktaandeel afsnoepten.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nike probeert tegelijk zijn sportieve geloofwaardigheid te herstellen. Hill legt opnieuw meer nadruk op onder meer hardlopen, voetbal en basketbal en bouwt de relaties met groothandelspartners weer op. Die strategie werpt in delen van de performancecategorie al vruchten af, maar de groei volstaat voorlopig niet om de terugval in lifestyle, Jordan en China op te vangen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De pijn in China kan bovendien nog enkele seizoenen aanhouden. Nike wil er vanaf januari de onlineverkooprechten van een aantal grote retailpartners intrekken om meer controle te krijgen over prijzen en kortingen. Hill waarschuwt dat die sanering op korte termijn zowel omzet als winstgevendheid raakt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nu het herstel langer duurt dan verwacht, schrapt Nike opnieuw banen. De sportgigant vereenvoudigt zijn wereldwijde structuur en mikt tegen 2031 op 2,5 miljard dollar aan besparingen. Vooral de aanhoudende terugval in China zet de ommekeer onder CEO Elliott Hill onder druk.<\/p>\n","protected":false},"author":5,"featured_media":152137,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[770],"people":[],"extra":[43],"company":[644],"topic":[88,1222],"region":[],"class_list":["post-156251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-nike","topic-bedrijfsresultaten","topic-herstructurering"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nike snoeit verder: banen weg na zware terugval in China - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/nike-snoeit-verder-banen-weg-na-zware-terugval-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nike snoeit verder: banen weg na zware terugval in China - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Nu het herstel langer duurt dan verwacht, schrapt Nike opnieuw banen. 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