{"id":190894,"date":"2026-06-16T00:00:00","date_gmt":"2026-06-15T22:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/?post_type=news&p=190894"},"modified":"2026-06-16T00:00:00","modified_gmt":"2026-06-15T22:00:00","slug":"outdoor-switzerland-2026-le-service-prime-sur-le-prix","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/outdoor-switzerland-2026-le-service-prime-sur-le-prix\/","title":{"rendered":"Outdoor Switzerland 2026&nbsp;: Le service prime sur le prix"},"content":{"rendered":"<p>Que signifie le nouveau rapport sur la consommation pour le commerce de d\u00e9tail suisse des articles de sport&nbsp;?<br \/><strong>Les activit\u00e9s de plein air demeurent un moteur de croissance essentiel du march\u00e9 suisse du sport. La nouvelle \u00e9tude \u00ab&nbsp;Consumer REPORT 2026 \u2013 The Outdoor Industry in Germany, Austria, and Switzerland&nbsp;\u00bb de Marketmedia24 et SAZsport r\u00e9v\u00e8le que les activit\u00e9s de plein air ne se limitent plus aux sports de montagne. La sant\u00e9, les exp\u00e9riences en pleine nature et le mode de vie influencent de plus en plus les comportements des consommateurs. Cette \u00e9tude repose sur pr\u00e8s de 5&nbsp;000 entretiens men\u00e9s en Allemagne, en Autriche et en Suisse.     <\/strong><\/p>\n<p>Les activit\u00e9s de plein air restent bien ancr\u00e9es en Suisse. Les articles de camping et de plein air repr\u00e9sentent d\u00e9j\u00e0 24 % du march\u00e9 suisse des sports. Parall\u00e8lement, les chiffres actuels du secteur montrent que les consommateurs sont devenus nettement plus sensibles aux prix.  <\/p>\n<p>D&rsquo;apr\u00e8s AlixPartners, 43 % des consommateurs suisses pr\u00e9voient de r\u00e9duire leurs d\u00e9penses en articles de sport. Cette r\u00e9ticence est particuli\u00e8rement marqu\u00e9e chez les personnes \u00e2g\u00e9es, les m\u00e9nages \u00e0 faibles revenus et en Suisse romande.   <\/p>\n<p>N\u00e9anmoins, la demande de produits pour les sports de plein air et d&rsquo;hiver reste stable \u2013 cependant, l&rsquo;attention se d\u00e9place.<\/p>\n<p>Les produits suivants sont particuli\u00e8rement demand\u00e9s&nbsp;:<\/p>\n<p>offres de location<\/p>\n<p>Chaussures de ski et essayage<\/p>\n<p>\u00c9quipement de ski de randonn\u00e9e et de fond<\/p>\n<p>\u2022 Produits n\u00e9cessitant un service et une consultation approfondis<\/p>\n<p>Les d\u00e9taillants suisses d&rsquo;articles de sport tirent le meilleur parti des conseils, du service et de l&rsquo;exp\u00e9rience. C&rsquo;est pr\u00e9cis\u00e9ment l\u00e0 que r\u00e9side leur plus grande opportunit\u00e9 par rapport aux plateformes en ligne internationales. <\/p>\n<p>Car la pression en ligne ne cesse de cro\u00eetre. Le tourisme d&rsquo;achat en ligne en Suisse est pass\u00e9 de 3,6 milliards de francs suisses en 2021 \u00e0 5,2 milliards de francs suisses en 2024. Les jeunes consommateurs, en particulier, ach\u00e8tent de plus en plus en ligne et utilisent davantage les plateformes internationales.  <\/p>\n<p>Cependant, une contradiction int\u00e9ressante appara\u00eet dans le m\u00eame temps&nbsp;: de nombreux consommateurs souhaitent toujours des conseils personnalis\u00e9s, veulent tester les produits et consid\u00e8rent la qualit\u00e9 et le service comme des arguments d\u2019achat importants.<\/p>\n<p>Pour les d\u00e9taillants sp\u00e9cialis\u00e9s suisses, cela signifie&nbsp;:<\/p>\n<p>Les ventes de produits traditionnels ne suffisent plus. Les \u00e9l\u00e9ments suivants seront essentiels \u00e0 l&rsquo;avenir&nbsp;: <\/p>\n<p>\u2022 Comp\u00e9tences de service<\/p>\n<p>Location et \u00e9quipement de bateaux<\/p>\n<p>\u2022 Offres communautaires et d&rsquo;exp\u00e9riences<\/p>\n<p>\u2022 Sp\u00e9cialisation<\/p>\n<p>visibilit\u00e9 num\u00e9rique<\/p>\n<p>Le secteur des activit\u00e9s de plein air demeure un march\u00e9 attractif, malgr\u00e9 de nouvelles r\u00e8gles du jeu. Ceux qui sauront allier avec brio conseil, intuition et expertise r\u00e9gionale conserveront un avantage concurrentiel ind\u00e9niable. <\/p>\n<p>En outre, l&rsquo;\u00e9tude compl\u00e8te fournit des informations d\u00e9taill\u00e9es sur les groupes cibles, les comportements d&rsquo;achat, les sources d&rsquo;information, les niveaux d&rsquo;activit\u00e9 et les diff\u00e9rences r\u00e9gionales en Suisse, offrant ainsi une base pr\u00e9cieuse pour les d\u00e9cisions en mati\u00e8re d&rsquo;assortiment, de marketing et d&rsquo;investissement dans le secteur du commerce de d\u00e9tail d&rsquo;articles de sport.<\/p>\n<p><strong><a href=\"https:\/\/www.marketmedia24.de\/shop\/Research-Outdoorbranche-DACH-ASMAS\" target=\"_blank\" rel=\"noopener\">au rapport sur la consommation 2026<\/a><\/strong><\/p>\n<p><strong><img decoding=\"async\" src=\"https:\/\/sportbiz.ch\/wp-content\/uploads\/2026\/06\/QR_Code_Outdoorbranche_DACH_ASMAS-1.png\" alt=\"\" width=\"203\" height=\"203\"><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Que signifie le nouveau rapport sur la consommation pour le commerce de d\u00e9tail suisse des articles de sport&nbsp;?Les activit\u00e9s de plein air demeurent un moteur de croissance essentiel du march\u00e9 suisse du sport. La nouvelle \u00e9tude \u00ab&nbsp;Consumer REPORT 2026 \u2013 The Outdoor Industry in Germany, Austria, and Switzerland&nbsp;\u00bb de Marketmedia24 et SAZsport r\u00e9v\u00e8le que les [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":190876,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"class_list":["post-190894","news","type-news","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Outdoor Switzerland 2026&nbsp;: Le service prime sur le prix - 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\/outdoor-switzerland-2026-le-service-prime-sur-le-prix\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Outdoor Switzerland 2026&nbsp;: Le service prime sur le prix - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Que signifie le nouveau rapport sur la consommation pour le commerce de d\u00e9tail suisse des articles de sport&nbsp;?Les activit\u00e9s de plein air demeurent un moteur de croissance essentiel du march\u00e9 suisse du sport. 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