{"id":131343,"date":"2025-10-13T09:49:14","date_gmt":"2025-10-13T07:49:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=131343"},"modified":"2025-10-13T10:11:54","modified_gmt":"2025-10-13T08:11:54","slug":"les-jeunes-font-leurs-achats-chez-shein-leurs-parents-chez-temu","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-jeunes-font-leurs-achats-chez-shein-leurs-parents-chez-temu\/","title":{"rendered":"\u00ab Les jeunes ach\u00e8tent chez Shein, leurs parents chez Temu \u00bb"},"content":{"rendered":"\n<p>Alors que <strong>Shein<\/strong> attire principalement les acheteurs de la g\u00e9n\u00e9ration Z, <strong>Temu<\/strong> semble \u00eatre surtout une destination pour la g\u00e9n\u00e9ration X et les mill\u00e9niaux. <strong>Amazon<\/strong> et <strong>AliExpress<\/strong> se situent \u00e0 peu pr\u00e8s entre les deux, selon les chiffres de NielsenIQ pour le march\u00e9 fran\u00e7ais.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Absence des baby-boomers<\/h2>\n\n\n\n<p>48 % des acheteurs fran\u00e7ais chez Shein au cours du premier semestre de cette ann\u00e9e sont n\u00e9s entre 1997 et 2012. Chez Temu, ce groupe ne repr\u00e9sentait que 19 % du chiffre d&rsquo;affaires : les Millennials et la g\u00e9n\u00e9ration X y constituent le gros des acheteurs, avec chacun 36 % des ventes. 44 % des acheteurs chez Temu ont 45 ans ou plus. Une diff\u00e9rence frappante qui ne s&rsquo;explique pas par une diff\u00e9rence dans le nombre d&rsquo;ann\u00e9es d&rsquo;activit\u00e9 sur le march\u00e9, car les deux sont des nouveaux venus r\u00e9cents.<\/p>\n\n\n\n<p>\u00ab<a href=\"https:\/\/www.olivierdauvers.fr\/2025\/10\/13\/les-clients-de-shein-et-temu-nont-pas-du-tout-le-meme-age\/\">Les jeunes font leurs achats chez Shein, leurs parents chez Temu<\/a> \u00bb, conclut Olivier Dauvers, expert en commerce de d\u00e9tail. Cela s&rsquo;explique en partie par l&rsquo;assortiment de Temu, qui comprend de nombreux accessoires pour la maison, la voiture ou les animaux domestiques. De plus, et c&rsquo;est peut-\u00eatre justement pour cette raison, Temu recrute ses clients via Facebook, un r\u00e9seau social \u00ab plus ancien \u00bb.<\/p>\n\n\n\n<p>Chez AliExpress et Amazon, le profil des acheteurs est beaucoup moins marqu\u00e9 en termes de g\u00e9n\u00e9rations. Ce qui frappe, c&rsquo;est la quasi-absence des baby-boomers (n\u00e9s jusqu&rsquo;\u00e0 1964), qui ne repr\u00e9sentent qu&rsquo;un pourcentage infime du chiffre d&rsquo;affaires de ces plateformes web.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que Shein attire principalement les acheteurs de la g\u00e9n\u00e9ration Z, Temu semble \u00eatre surtout une destination pour la g\u00e9n\u00e9ration X et les mill\u00e9niaux. Amazon et AliExpress se situent \u00e0 peu pr\u00e8s entre les deux, selon les chiffres de NielsenIQ pour le march\u00e9 fran\u00e7ais. <\/p>\n","protected":false},"author":3,"featured_media":131344,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[],"people":[],"extra":[43],"company":[571,1259],"topic":[198,488],"region":[342],"class_list":["post-131343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","extra-plus","company-shein","company-temu","topic-e-commerce","topic-marketing","region-france"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab Les jeunes ach\u00e8tent chez Shein, leurs parents chez Temu \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Alors que Shein attire principalement les acheteurs de la g\u00e9n\u00e9ration Z, Temu semble \u00eatre surtout une destination pour la g\u00e9n\u00e9ration X et les mill\u00e9niaux.\" \/>\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\/fr\/news\/general\/les-jeunes-font-leurs-achats-chez-shein-leurs-parents-chez-temu\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab Les jeunes ach\u00e8tent chez Shein, leurs parents chez Temu \u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Alors que Shein attire principalement les acheteurs de la g\u00e9n\u00e9ration Z, Temu semble \u00eatre surtout une destination pour la g\u00e9n\u00e9ration X et les 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