{"id":26522,"date":"2024-04-15T10:27:36","date_gmt":"2024-04-15T08:27:36","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=213671"},"modified":"2024-11-11T07:12:37","modified_gmt":"2024-11-11T06:12:37","slug":"gfk-umsatz-im-schweizer-sportmarkt-sinkt-wieder-leicht","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-04-15\/gfk-umsatz-im-schweizer-sportmarkt-sinkt-wieder-leicht\/","title":{"rendered":"GfK : le chiffre d'affaires du march\u00e9 suisse du sport recule \u00e0 nouveau l\u00e9g\u00e8rement"},"content":{"rendered":"<figure id=\"attachment_213672\" class=\"wp-caption alignnone\" style=\"width: 1200px\" aria-describedby=\"caption-attachment-213672\"><img class=\"alignnone wp-image-213672 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Sport-Unsplash.jpg\" alt=\"March\u00e9 suisse du sport\" width=\"1200\" height=\"801\" \/>\r\n<figcaption id=\"caption-attachment-213672\" class=\"wp-caption-text\">Image : Towfiqu barbhuiya ; Unsplash.<\/figcaption>\r\n<\/figure>\r\n<p>L'envol\u00e9e du march\u00e9 suisse du sport est apparemment termin\u00e9e : selon une enqu\u00eate de GfK Switzerland, le march\u00e9 suisse du sport (hors v\u00e9los) a recul\u00e9 de 1,5 % en 2023, avec toutefois des hausses de 2 % en 2022 et de 14 % il y a deux ans. Le volume du chiffre d'affaires s'\u00e9l\u00e8ve \u00e0 environ 2,17 milliards de francs suisses.<\/p>\r\n<p>Le march\u00e9 partiel de l'outdoor reste important, avec un chiffre d'affaires d'environ 450 millions de francs suisses, ce qui repr\u00e9sente pr\u00e8s de 20 % du march\u00e9 total du sport. Le chiffre d'affaires du secteur textile est rest\u00e9 constant \u00e0 un niveau \u00e9lev\u00e9, tandis que le secteur du mat\u00e9riel a perdu du terrain, notamment dans le domaine du camping, qui avait connu une forte croissance l'ann\u00e9e derni\u00e8re. Le chiffre d'affaires des chaussures d'ext\u00e9rieur a \u00e9galement baiss\u00e9, mais a \u00e9t\u00e9 partiellement compens\u00e9 par la tendance des chaussures de trail running. De mani\u00e8re g\u00e9n\u00e9rale, le \"running\" reste \u00e0 la mode et enregistre une croissance de 4 %.<\/p>\r\n<p>Le secteur Leisure, qui comprend tout ce qui est destin\u00e9 aux loisirs et qui est sportif, confortable et d\u00e9contract\u00e9, continue de cro\u00eetre. Cela se manifeste en particulier dans les chaussures, dont le chiffre d'affaires a augment\u00e9 de 5 %. La fronti\u00e8re entre les chaussures de loisirs et les chaussures de ville ordinaires s'estompe toutefois de plus en plus.<\/p>\r\n<p>Au cours de l'ann\u00e9e civile 2023, le chiffre d'affaires pour le snow a baiss\u00e9 de 2 pour cent, malgr\u00e9 un \"non-hiver\" doux en 2022. N\u00e9anmoins, la demande pour les sports d'hiver reste intacte, comme le montrent les chiffres de r\u00e9servation dans les stations de sports d'hiver. Le chiffre d'affaires dans le domaine du fitness a \u00e9galement continu\u00e9 \u00e0 baisser (-3 pour cent). Les appareils de fitness achet\u00e9s pendant la pand\u00e9mie de Corona semblent avoir atteint leur dur\u00e9e maximale d'utilisation.<\/p>\r\n<h3>Le chiffre d'affaires en ligne du march\u00e9 du sport progresse \u00e0 nouveau - les ann\u00e9es turbo sont-elles r\u00e9volues ?<\/h3>\r\n<p>Apr\u00e8s une pause en 2022, ann\u00e9e au cours de laquelle l'importance du chiffre d'affaires en ligne a recul\u00e9 pour la premi\u00e8re fois, celui-ci a de nouveau enregistr\u00e9 une hausse : 28 pour cent (+1 pour cent) de toutes les ventes de sport ont \u00e9t\u00e9 r\u00e9alis\u00e9es en 2023 via Internet. Le comportement d'achat devient de plus en plus num\u00e9rique : une \u00e9tude GfK montre qu'en 2023, les articles de sport ont \u00e9t\u00e9 de plus en plus achet\u00e9s \u00e0 la fois de mani\u00e8re \"hybride\" (c'est-\u00e0-dire \u00e0 la fois en ligne et en magasin) et exclusivement en ligne (71 pour cent au total). Avant la pand\u00e9mie, ce chiffre \u00e9tait de 62 pour cent.<\/p>\r\n<p>Des superpositions massives entra\u00eenant des r\u00e9ductions de prix ainsi qu'une saturation du march\u00e9 ont entra\u00een\u00e9 un net recul du chiffre d'affaires du march\u00e9 du v\u00e9lo en 2023. En revanche, le chiffre d'affaires des accessoires pour v\u00e9los ainsi que des services et des r\u00e9parations a augment\u00e9. Le march\u00e9 des v\u00e9los d'occasion n'est pas non plus \u00e0 n\u00e9gliger, car de nombreux v\u00e9los d'occasion ont \u00e9t\u00e9 mis sur le march\u00e9 pendant la pand\u00e9mie. Si certains cyclistes ont pu perdre leur int\u00e9r\u00eat, d'autres ont effectu\u00e9 une mise \u00e0 niveau apr\u00e8s avoir achet\u00e9 un mod\u00e8le d'entr\u00e9e de gamme.D\u00e9but du formulaire<\/p>\r\n<h3>Pr\u00e9visions pour 2024<\/h3>\r\n<p>Le mauvais moral des consommateurs, l'augmentation des co\u00fbts dans diff\u00e9rents domaines et la r\u00e9ticence \u00e0 acheter qui en r\u00e9sulte ainsi que la recherche accrue de promotions indiquent que le march\u00e9 aura plut\u00f4t tendance \u00e0 diminuer en 2024. Bien qu'une population en hausse et le commerce en ligne comme moteur ne puissent probablement pas compenser enti\u00e8rement ce ph\u00e9nom\u00e8ne.<\/p>\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s les envol\u00e9es des deux derni\u00e8res ann\u00e9es, le march\u00e9 du sport a subi de l\u00e9g\u00e8res baisses en 2023, mais reste toujours \u00e0 un niveau \u00e9lev\u00e9 : avec un volume de chiffre d'affaires d'environ 2,17 milliards de francs suisses.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Schweizer Sportmarkt","_yoast_wpseo_metadesc":"GfK-Erhebung: Schweizer Sportmarkt 2023 um 1.5% gesunken. Outdoor bleibt stark, digitale K\u00e4ufe und Velozubeh\u00f6r im Trend.","articlekey":"","footnotes":""},"categories":[29],"tags":[3550,341,2897],"class_list":["post-26522","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-gfk-switzerland","tag-marktforschung","tag-sport"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>GfK: Umsatz im Schweizer Sportmarkt sinkt wieder leicht - Organisator<\/title>\n<meta name=\"description\" content=\"GfK-Erhebung: Schweizer Sportmarkt 2023 um 1.5% gesunken. 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