{"id":154953,"date":"2026-09-09T17:11:03","date_gmt":"2026-09-09T15:11:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=154953"},"modified":"2026-09-09T17:11:06","modified_gmt":"2026-09-09T15:11:06","slug":"en-images-wingzz-china-2026-pourquoi-les-boutiques-de-shanghai-ressemblent-de-moins-en-moins-a-des-magasins","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/en-images-wingzz-china-2026-pourquoi-les-boutiques-de-shanghai-ressemblent-de-moins-en-moins-a-des-magasins\/","title":{"rendered":"[En Images] Wingzz China 2026 : pourquoi les boutiques de Shanghai ressemblent de moins en moins \u00e0 des magasins"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(1024 \/ 768)\"><div class=\"wp-block-jetpack-slideshow_container swiper\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-154931\" data-id=\"154931\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905369-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905369-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905369-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905369-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905369-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905369.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-154930\" data-id=\"154930\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904306-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904306-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904306-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904306-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904306-1536x1153.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904306.jpg 2047w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-154928\" data-id=\"154928\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903635-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903635-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903635-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903635-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903635-1536x1153.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903635.jpg 2047w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-154927\" data-id=\"154927\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928901298-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928901298-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928901298-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928901298-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928901298-1536x1153.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928901298.jpg 2047w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"769\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-154932\" data-id=\"154932\" data-aspect-ratio=\"1024 \/ 769\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903977-1024x769.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903977-1024x769.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903977-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903977-768x577.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903977-1536x1153.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928903977.jpg 2046w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-154929\" data-id=\"154929\" data-aspect-ratio=\"768 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905048-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905048-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905048-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905048-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928905048.jpg 1280w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-154926\" data-id=\"154926\" data-aspect-ratio=\"768 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904704-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904704-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904704-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904704-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/09\/1788928904704.jpg 1280w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 Shanghai, les fronti\u00e8res entre le commerce, les m\u00e9dias, la technologie et la logistique s&rsquo;estompent \u00e0 une vitesse fulgurante. Les magasins deviennent des canaux m\u00e9diatiques, les marques cr\u00e9ent des communaut\u00e9s autour de leurs points de vente physiques et la technologie relie de plus en plus \u00e9troitement le contenu, les transactions et la logistique. C&rsquo;est ce qui est ressorti des deux premi\u00e8res journ\u00e9es du voyage d&rsquo;inspiration RetailDetail Wingzz en Chine.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bien plus que l\u2019usine du monde<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le voyage a d\u00e9but\u00e9 par un aper\u00e7u plus large du secteur chinois de la mode. L\u2019entrepreneur Vincent Djen a expliqu\u00e9 comment le mod\u00e8le classique de production de masse \u00e0 bas co\u00fbt c\u00e8de la place \u00e0 des cha\u00eenes de production plus flexibles, num\u00e9riques et durables. Le r\u00f4le des fournisseurs chinois \u00e9volue donc lui aussi : de la simple production, ils s\u2019orientent de plus en plus vers le d\u00e9veloppement de produits, le choix des mat\u00e9riaux et l\u2019innovation technologique. La relation entre les marques europ\u00e9ennes et les fabricants chinois pourrait \u00e9galement \u00e9voluer vers une collaboration plus \u00e9troite ax\u00e9e sur la rapidit\u00e9, la circularit\u00e9 et la R&amp;D.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette \u00e9volution se traduit \u00e9galement de mani\u00e8re visible dans les rues commer\u00e7antes de Shanghai. Le magasin physique y fait de moins en moins office de canal de vente isol\u00e9. Les marques utilisent leurs emplacements pour construire un univers autour du produit, fid\u00e9liser une communaut\u00e9 et cr\u00e9er du contenu qui continue \u00e0 vivre \u00e9galement dans l\u2019espace num\u00e9rique. \u00c0 <strong>ColumbiaCircle<\/strong>, plusieurs marques locales de lifestyle se partagent un site historique r\u00e9am\u00e9nag\u00e9, o\u00f9 elles se renforcent mutuellement gr\u00e2ce \u00e0 une ambiance et un public cibles communs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sur Dongping Road et Donghu Road \u00e9galement, on constate \u00e0 quel point le retail et le positionnement sont \u00e9troitement li\u00e9s. L\u2019architecture minimaliste, le bien-\u00eatre et un rythme de consommation plus lent font eux-m\u00eames partie de l\u2019offre. Le magasin ne vend pas seulement un produit, mais aussi un certain art de vivre et une identit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Derri\u00e8re l&rsquo;exp\u00e9rience se cache la technologie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le deuxi\u00e8me jour, l\u2019attention s\u2019est d\u00e9plac\u00e9e de l\u2019espace de vente vers l\u2019infrastructure qui le sous-tend. Au centre logistique \u00ab Asia No.1 \u00bb de <strong>JD.com<\/strong>, des robots, l\u2019intelligence artificielle et le tri automatis\u00e9 soutiennent l\u2019ampleur et la rapidit\u00e9 du commerce \u00e9lectronique chinois. Cette automatisation permet de multiplier l\u2019efficacit\u00e9 par trois \u00e0 cinq.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus pr\u00e8s du consommateur \u00e9galement, la technologie s\u2019int\u00e8gre de plus en plus \u00e9troitement aux processus de vente au d\u00e9tail. <strong>Sunmi <\/strong>d\u00e9veloppe des syst\u00e8mes qui regroupent caisse, paiement, libre-service et commandes mobiles. La technologie devient ainsi moins une couche distincte et davantage la base op\u00e9rationnelle sur laquelle reposent les magasins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le contenu et le commerce se rapprochent<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Xiaohongshu<\/strong>, mieux connu sous le nom de <strong>RedNote<\/strong>, illustre encore plus clairement cette int\u00e9gration. Les consommateurs y d\u00e9couvrent des produits gr\u00e2ce \u00e0 du contenu lifestyle et \u00e0 des recommandations, instaurent une relation de confiance au sein de la plateforme et peuvent ensuite passer imm\u00e9diatement \u00e0 l\u2019achat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le fil conducteur va donc bien au-del\u00e0 du simple constat \u00ab la Chine est \u00e0 la pointe de la technologie \u00bb. Shanghai illustre surtout un mod\u00e8le de distribution dans lequel la production, l\u2019exp\u00e9rience de marque, le contenu, la vente et la logistique ne sont plus organis\u00e9s comme des disciplines distinctes. C\u2019est pr\u00e9cis\u00e9ment cette int\u00e9gration qui rend le march\u00e9 chinois pertinent pour les d\u00e9taillants europ\u00e9ens \u00e0 la recherche de nouvelles fa\u00e7ons de relier les canaux physiques et num\u00e9riques.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00c0 Shanghai, les fronti\u00e8res entre le commerce, les m\u00e9dias, la technologie et la logistique s&rsquo;estompent \u00e0 une vitesse fulgurante. Les magasins deviennent des canaux m\u00e9diatiques, les marques cr\u00e9ent des communaut\u00e9s autour de leurs points de vente physiques et la technologie relie de plus en plus \u00e9troitement le contenu, les transactions et la logistique. C&rsquo;est ce qui est ressorti des deux premiers jours du voyage d&rsquo;inspiration RetailDetail \u00ab Wingzz China 2026 \u00bb.<\/p>\n","protected":false},"author":10,"featured_media":154954,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[],"people":[],"extra":[43],"company":[454,2009],"topic":[1262],"region":[277],"class_list":["post-154953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","extra-plus","company-jd-com","company-rednote","topic-en-images","region-chine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[En Images] Wingzz China 2026 : pourquoi les boutiques de Shanghai ressemblent de moins en moins \u00e0 des magasins - RetailDetail BE<\/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:\/\/www.retaildetail.be\/fr\/news\/general\/en-images-wingzz-china-2026-pourquoi-les-boutiques-de-shanghai-ressemblent-de-moins-en-moins-a-des-magasins\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[En Images] Wingzz China 2026 : pourquoi les boutiques de Shanghai ressemblent de moins en moins \u00e0 des magasins - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"\u00c0 Shanghai, les fronti\u00e8res entre le commerce, les m\u00e9dias, la technologie et la logistique s&#039;estompent \u00e0 une vitesse fulgurante. 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