{"id":18131,"date":"2017-04-04T10:16:06","date_gmt":"2017-04-04T10:16:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/analyse-amazon-fait-du-charme-aux-fabricants-fmcg\/"},"modified":"2017-04-04T10:16:06","modified_gmt":"2017-04-04T10:16:06","slug":"analyse-amazon-fait-du-charme-aux-fabricants-fmcg","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-amazon-fait-du-charme-aux-fabricants-fmcg\/","title":{"rendered":"Analyse : Amazon fait du charme aux fabricants FMCG"},"content":{"rendered":"

C\u2019est du s\u00e9rieux entre Amazon<\/strong> et le march\u00e9 \u2018food\u2019. Le g\u00e9ant du e-commerce invite les fabricants de marques \u00e0 contourner le supermarch\u00e9 et \u00e0 servir le consommateur en direct. Enfin, en direct ? Via Amazon, bien entendu, et ce\u00a0sous des conditions ac\u00e9r\u00e9es.<\/p>\n

<\/p>\n

Renforcer les liens<\/h2>\n

La semaine derni\u00e8re des dizaines de grands fabricants de marques am\u00e9ricains du secteur food, dont Mondelez <\/strong>et General Mill<\/strong>s, ont re\u00e7u une invitation pour le moins surprenante, annonce Bloomberg<\/a>.\u00a0 Lors d\u2019une convention de trois jours au si\u00e8ge principal d\u2019Amazon \u00e0 Seattle, ils auront droit \u00e0 une vaste visite guid\u00e9e et \u00e0 un speech de Jeff Wilke, \u2018worldwide consumer chief\u2019 et confident du grand patron Jeff Bezos.<\/p>\n

\nAmazon ne cache pas ses ambitions. L\u2019entreprise veut renforcer les liens avec des marques FMCG de premier plan et les convaincre de revoir leur mod\u00e8le d\u2019entreprise. Au lieu de continuer \u00e0 investir dans des relations commerciales avec de grandes cha\u00eenes de supermarch\u00e9s, ils devraient se rendre compte que l\u2019e-commerce c\u2019est l\u2019avenir, estime le g\u00e9ant am\u00e9ricain.<\/p>\n

\nAutre cha\u00eene d\u2019approvisionnement<\/h2>\n

Pour ce faire Amazon encourage les fabricants \u00e0 envisager une autre cha\u00eene d\u2019approvisionnement, o\u00f9 les produits ne seraient plus con\u00e7us pour attirer l\u2019attention en rayon, mais devraient\u00a0 \u00eatre aussi solides et durables que possible, afin d\u2019assurer une livraison dans un \u00e9tat parfait ; o\u00f9 les fabricants ne penseraient plus en termes de palettes, mais en termes d\u2019emballages individuels ; et o\u00f9 le dernier kilom\u00e8tre serait confi\u00e9 aux bons soins d\u2019Amazon. Ainsi Amazon sera en mesure d\u2019effectuer des livraisons encore plus efficaces dans l\u2019heure, afin d\u2019\u00e9viter au consommateur de devoir se d\u00e9placer jusqu\u2019au supermarch\u00e9.<\/p>\n

\nCes \u00e9normes efforts d\u2019Amazon en vue de s\u00e9duire les marques alimentaires n\u2019ont rien de surprenants, sachant que le secteur FMCG est de loin le plus grand segment dans le retail, mais que pour l\u2019instant l\u2019e-commerce aux USA ne d\u00e9tient que 2% du march\u00e9 food. Et ce malgr\u00e9 des innovations comme Amazon Fresh, Amazon Dash, Amazon Echo, Amazon Go et Amazon Fresh Pick-Up<\/a>.<\/p>\n

\nFOMO<\/h2>\n

Cette nouvelle tactique de Jeff Bezos a-t-elle des chances d\u2019aboutir ? En tout cas les fabricants semblent accepter l\u2019aimable invitation. M\u00eame si pour l\u2019instant ils n\u2019ont pas l\u2019intention de mettre en danger leur \u00e9troite relation avec Walmart<\/strong>, Kroger<\/strong> & Co, ils constatent n\u00e9anmoins que le chiffre d\u2019affaires des supermarch\u00e9s stagne et ont peur de rater le train lorsque le comportement d\u2019achat du consommateur moyen basculera vers l\u2019e-commerce aussi pour les achats alimentaires. Voil\u00e0 un cas concret de FOMO, fear of missing out. Apr\u00e8s tout Amazon sert quelque 300 millions d\u2019e-acheteurs et a d\u00e9j\u00e0 commenc\u00e9 \u00e0 d\u00e9velopper ses propres marques alimentaires<\/a>.<\/p>\n

\nLes cha\u00eenes de supermarch\u00e9s sont d\u2019ores et d\u00e9j\u00e0 sur le qui-vive. Plus encore, Walmart m\u00e8ne une guerre concurrentielle acharn\u00e9e contre Amazon. Le num\u00e9ro un se sent menac\u00e9. C\u2019est pourquoi Walmart investit des millions dans des reprises (notamment Jet.com et diverses petites start-ups), dans le d\u00e9veloppement d\u2019applis et la mise sur pied acc\u00e9l\u00e9r\u00e9e de ses propres activit\u00e9s d\u2019e-commerce, avec notamment un service click & collect.<\/p>\n

\nUne guerre des prix d\u00e9vastatrice<\/h2>\n

Mais en m\u00eame temps Walmart d\u00e9clenche une guerre des prix d\u00e9vastatrice. Le mois dernier la cha\u00eene a r\u00e9uni ses fournisseurs pour une mise au point concernant les conditions d\u2019achat et les prix de vente<\/a>. Trop souvent le retailer a du mal \u00e0 garantir sa promesse \u00ab Everyday Low Price \u00bb, face \u00e0 Amazon qui gr\u00e2ce \u00e0 un algorithme astucieux compare et baisse les prix. C\u2019est pourquoi Walmart exige des conditions d\u2019achat plus avantageuses, alors qu\u2019Amazon de son c\u00f4t\u00e9 n\u2019h\u00e9site pas \u00e0 \u00e9jecter les marques de ses rayons (virtuels), si celles-ci ne\u00a0 participent pas au jeu des prix (ce fut le cas r\u00e9cemment pour Pampers<\/strong>).<\/p>\n

\nAinsi les fabricants de marques se retrouvent pris entre deux feux. Ils risquent d\u2019\u00eatre les victimes de la guerre impitoyable que se livrent deux ennemis jur\u00e9s. Une guerre dans laquelle ils n\u2019ont rien \u00e0 gagner. Car quel avantage y a-t-il \u00e0 \u00e9changer un interm\u00e9diaire (le supermarch\u00e9 physique omnipr\u00e9sent) pour un autre (la toute puissante plateforme internet) ? Pr\u00e9cis\u00e9ment. Ne vaudrait-il pas mieux en tant que marque d\u00e9velopper son propre canal de vente en direct <\/a>? On serait tent\u00e9 de le croire \u2026<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

C\u2019est du s\u00e9rieux entre Amazon et le march\u00e9 \u2018food\u2019. Le g\u00e9ant du e-commerce invite les fabricants de marques \u00e0 contourner le supermarch\u00e9 et \u00e0 servir le consommateur en direct. Enfin, en direct ? Via Amazon, bien entendu, et ce\u00a0sous des conditions ac\u00e9r\u00e9es. Renforcer les liens La semaine derni\u00e8re des dizaines de grands fabricants de marques […]<\/p>\n","protected":false},"author":1,"featured_media":18128,"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":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-18131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nAnalyse : Amazon fait du charme aux fabricants FMCG - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"C\u2019est du s\u00e9rieux entre Amazon et le march\u00e9 \u2018food\u2019. Le g\u00e9ant du e-commerce invite les fabricants de marques \u00e0 contourner le supermarch\u00e9 et \u00e0 servir le consommateur en direct. Enfin, en direct ? Via Amazon, bien entendu, et ce sous des conditions ac\u00e9r\u00e9es.\" \/>\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\/food\/analyse-amazon-fait-du-charme-aux-fabricants-fmcg\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Analyse : Amazon fait du charme aux fabricants FMCG - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"C\u2019est du s\u00e9rieux entre Amazon et le march\u00e9 \u2018food\u2019. Le g\u00e9ant du e-commerce invite les fabricants de marques \u00e0 contourner le supermarch\u00e9 et \u00e0 servir le consommateur en direct. Enfin, en direct ? 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