{"id":181258,"date":"2021-06-09T16:07:55","date_gmt":"2021-06-09T14:07:55","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/le-plan-glacial-dadidas-co\/"},"modified":"2021-06-09T16:07:55","modified_gmt":"2021-06-09T14:07:55","slug":"le-plan-glacial-dadidas-co","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/le-plan-glacial-dadidas-co\/","title":{"rendered":"Le plan glacial d&rsquo;Adidas &amp; Co."},"content":{"rendered":"<p><a href=\"https:\/\/www.welt.de\/autor\/gerhard-hegmann\/\" target=\"_blank\" rel=\"noopener\">Rapport de Gerhard Hegemann, r\u00e9dacteur \u00e9conomique de Die Welt<\/a><\/p>\n<p>Nike a montr\u00e9 la voie. Fewer, better, bigger (moins, mieux, plus grand). Moins, mieux, plus grand. C&rsquo;est le slogan que le groupe d&rsquo;articles de sport a utilis\u00e9 il y a quelques ann\u00e9es pour r\u00e9duire le nombre de ses distributeurs, tout en se d\u00e9veloppant lui-m\u00eame.   <\/p>\n<p>Le patron d&rsquo;Adidas, Kasper Rorsted, a pris exemple sur son grand rival. Sa strat\u00e9gie s&rsquo;appelle \u00ab\u00a0Own the Game\u00a0\u00bb. Traduction libre : \u00ab\u00a0J&rsquo;ai jou\u00e9 le jeu : Faites votre jeu. Parmi les points cl\u00e9s, on trouve la volont\u00e9 de s&rsquo;adresser directement aux consommateurs, de d\u00e9velopper sa propre distribution en ligne et de : faire le tri chez les distributeurs. \u00ab\u00a0Nous allons \u00eatre tr\u00e8s agressifs sur nos canaux\u00a0\u00bb, d\u00e9clare Rorsted \u00e0 ce sujet.    <\/p>\n<p>Ce qui peut \u00eatre une bonne strat\u00e9gie pour le groupe d&rsquo;Herzogenaurach devient un probl\u00e8me pour de nombreux distributeurs d&rsquo;articles de sport actuels. \u00ab\u00a0La nouvelle strat\u00e9gie d&rsquo;Adidas va surtout toucher les commer\u00e7ants ind\u00e9pendants qui ne sont aujourd&rsquo;hui pas organis\u00e9s en f\u00e9d\u00e9rations et qui, de plus, ne peuvent pas respecter certaines normes minimales et exigences de qualit\u00e9\u00a0\u00bb, explique Frank Geisler, qui dirige les op\u00e9rations de la cha\u00eene de magasins Intersport en tant que membre du directoire. <\/p>\n<p><strong><a href=\"https:\/\/www.welt.de\/wirtschaft\/article231510159\/Plan-von-Adidas-Nike-Puma-und-Co-Tausende-Geschaefte-vor-dem-Aus.html?fbclid=IwAR0ZQO1bGp8haySt0p4SaelF9Akpp9dD3uBO_1mqdKgEErl2Iq0jsJgp6Es\" target=\"_blank\" rel=\"noopener\">voir le rapport complet<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le secteur de la vente au d\u00e9tail est \u00e0 l&rsquo;aube d&rsquo;un grand bouleversement. Les moteurs de ce changement sont les grandes marques comme Adidas, qui veulent \u00e9vincer les petits commer\u00e7ants du march\u00e9 et vendre davantage sur Internet afin d&rsquo;augmenter encore leurs marges. Les clients doivent \u00e9galement s&rsquo;adapter aux changements.  <\/p>\n","protected":false},"author":2542,"featured_media":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[128],"class_list":["post-181258","news","type-news","status-publish","hentry","category-politique-et-economie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le plan glacial d&#039;Adidas &amp; Co. - 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-plan-glacial-dadidas-co\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le plan glacial d&#039;Adidas &amp; Co. - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Le secteur de la vente au d\u00e9tail est \u00e0 l&#039;aube d&#039;un grand bouleversement. 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