{"id":180355,"date":"2019-12-04T15:26:58","date_gmt":"2019-12-04T14:26:58","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\/"},"modified":"2019-12-04T15:26:58","modified_gmt":"2019-12-04T14:26:58","slug":"le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\/","title":{"rendered":"Le march\u00e9 suisse du sport termine l&rsquo;ann\u00e9e 2018 en baisse de 3,5%."},"content":{"rendered":"<p>Une fois de plus, les sports d&rsquo;hiver ont fait pencher la balance : en raison d&rsquo;un mois de janvier extr\u00eamement faible et d&rsquo;un mois de d\u00e9cembre au mieux m\u00e9diocre en 2018 par rapport aux mois tr\u00e8s forts de l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente, le chiffre d&rsquo;affaires des sports d&rsquo;hiver a chut\u00e9 de -12%.  <br \/>  Les v\u00eatements et les articles en dur ont le plus souffert, les chaussures de sport d&rsquo;hiver un peu moins.  <br \/>  Les sports d&rsquo;\u00e9t\u00e9 toute l&rsquo;ann\u00e9e ont \u00e9t\u00e9 l\u00e9g\u00e8rement sup\u00e9rieurs au niveau de l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente (+0,5%). Ce sont surtout la Coupe du monde de football et l&rsquo;\u00e9t\u00e9 long et chaud qui ont entra\u00een\u00e9 une augmentation du chiffre d&rsquo;affaires dans ces domaines.   <br \/>  Le segment de l&rsquo;habillement (sauf le football) a \u00e9t\u00e9 sous pression, tout comme les sports d&rsquo;hiver, en particulier le segment de l&rsquo;outdoor (-6%) qui a souffert de la pression constante sur les prix et des temp\u00e9ratures parfois trop \u00e9lev\u00e9es. Les chaussures de sport, fortement influenc\u00e9es par le commerce en ligne, restent stables. Au total, les chaussures de sport repr\u00e9sentent 30% de l&rsquo;ensemble du march\u00e9 des articles de sport et constituent un pilier indispensable pour les distributeurs de sport.    <br \/>  De mani\u00e8re g\u00e9n\u00e9rale, le commerce en ligne a continu\u00e9 \u00e0 \u00eatre le moteur de la croissance en 2018, avec une hausse de 30%, tandis que le commerce physique a perdu du terrain.  <\/p>\n<p><em>Base de l&rsquo;estimation : GfK Panel, environ 65% de couverture \/ estimation du march\u00e9 r\u00e9siduel comme aldi, Lidl, tchibo, otto&rsquo;s, B\u00e4chli et autres, y compris les fournisseurs en ligne avec un domaine ch comme par ex. zalando.ch \/ enqu\u00eate aupr\u00e8s des commer\u00e7ants de sport par ASMAS   <\/em><\/p>\n<p><strong>Vue :  <\/strong><\/p>\n<ul>\n<li>La population en Suisse continue d&rsquo;augmenter (environ 8,5 millions d&rsquo;habitants en 2018).  <\/li>\n<li>Le climat de consommation est stable\/bon.  <\/li>\n<li>Le franc suisse est actuellement solide par rapport \u00e0 l&rsquo;euro, \u00e0 1,12 CHF, ce qui tend \u00e0 r\u00e9duire l&rsquo;attrait des achats \u00e0 l&rsquo;\u00e9tranger.  <\/li>\n<li>La part en ligne va continuer \u00e0 augmenter de mani\u00e8re disproportionn\u00e9e par rapport au commerce stationnaire - que ce soit par des fournisseurs \u00e9trangers ou nationaux. Le sport et le style de vie sportif restent \u00e0 la mode.   <\/li>\n<li>Le march\u00e9 a commenc\u00e9 l&rsquo;ann\u00e9e de mani\u00e8re positive, gr\u00e2ce \u00e0 de superbes conditions d&rsquo;enneigement et de m\u00e9t\u00e9o.  <\/li>\n<li>Bref, tous ces indicateurs laissent penser que le march\u00e9 a de bonnes perspectives pour 2019.  <\/li>\n<li>Variable reste le sac \u00e0 merveilles des sports d&rsquo;hiver, dont la part repr\u00e9sente tout de m\u00eame pr\u00e8s d&rsquo;un tiers du march\u00e9. Il est \u00e9galement int\u00e9ressant de suivre l&rsquo;\u00e9volution de d\u00e9cathlon qui, apr\u00e8s avoir repris le num\u00e9ro 3 du march\u00e9 athleticum, a ouvert son premier magasin en Suisse al\u00e9manique apr\u00e8s un d\u00e9marrage r\u00e9ussi en Suisse romande et en ouvrira d&rsquo;autres.   <\/li>\n<\/ul>\n<p>Source GFK, Kurt Meister\/ASMAS<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le march\u00e9 suisse du sport (hors v\u00e9lo) a connu une \u00e9volution n\u00e9gative de -3,5% en 2018.  <\/p>\n","protected":false},"author":2545,"featured_media":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[126],"class_list":["post-180355","news","type-news","status-publish","hentry","category-marques-produits"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le march\u00e9 suisse du sport termine l&#039;ann\u00e9e 2018 en baisse de 3,5%. - Sportbiz<\/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:\/\/sportbiz.ch\/fr\/news\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le march\u00e9 suisse du sport termine l&#039;ann\u00e9e 2018 en baisse de 3,5%. - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Le march\u00e9 suisse du sport (hors v\u00e9lo) a connu une \u00e9volution n\u00e9gative de -3,5% en 2018.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sportbiz.ch\/fr\/news\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\/\" \/>\n<meta property=\"og:site_name\" content=\"Sportbiz\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sportbizbyasmas\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\\\/\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\\\/\",\"name\":\"Le march\u00e9 suisse du sport termine l'ann\u00e9e 2018 en baisse de 3,5%. - Sportbiz\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/#website\"},\"datePublished\":\"2019-12-04T14:26:58+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/le-marche-suisse-du-sport-termine-lannee-2018-en-baisse-de-35\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/page-daccueil\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"News\",\"item\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Le march\u00e9 suisse du sport termine l&rsquo;ann\u00e9e 2018 en baisse de 3,5%.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/\",\"name\":\"Sportbiz\",\"description\":\"Schweizer Sportartikelbranche Online: ASMAS Verband Schweizer Sportfachhandel, \u00abSpaf\u00bb Verband Schweiz. 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