{"id":29218,"date":"2018-10-29T15:15:51","date_gmt":"2018-10-29T15:15:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/alibaba-et-richemont-deviennent-des-partenaires-de-luxe\/"},"modified":"2018-10-29T15:15:51","modified_gmt":"2018-10-29T15:15:51","slug":"alibaba-et-richemont-deviennent-des-partenaires-de-luxe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/alibaba-et-richemont-deviennent-des-partenaires-de-luxe\/","title":{"rendered":"Alibaba et Richemont deviennent des partenaires de luxe"},"content":{"rendered":"

Gr\u00e2ce \u00e0 une joint-venture avec Alibaba<\/strong>, le groupe de luxe suisse Richemont <\/strong>proposera ses produits sur le march\u00e9 chinois en plein essor. La filiale Yoox Net-a-porter<\/strong> aura ainsi acc\u00e8s \u00e0 un milliard de consommateurs, tandis qu\u2019Alibaba profitera de l\u2019image du luxe de l\u2019entreprise suisse.<\/p>\n

<\/p>\n

\u00a0
\nLa classe moyenne ach\u00e8te en ligne<\/h2>\n

Richemont veut profiter de l\u2019\u00e9norme march\u00e9 chinois, et en particulier de l\u2019explosion de la demande de produits de luxe via l\u2019e-commerce. Alors que dans le temps, les Chinois les plus riches faisaient le plein de produits de luxe lorsqu\u2019ils voyageaient en Europe, aujourd\u2019hui, le centre de gravit\u00e9 s\u2019oriente de plus en plus vers la classe moyenne qui peut se permettre d\u2019acheter des articles de luxe<\/a> \u2013 mais sans les voyages lointains. En tant que propri\u00e9taire de marques telles que Cartier, Piaget et Montblanc, Richemont peut pr\u00e9tendre \u00e0 proposer suffisamment de luxe.<\/p>\n

\nUne collaboration avec Alibaba ou son concurrent JD.com<\/strong> est un fait incontournable : ils sont omnipr\u00e9sents sur la toile chinoise avec une multitude de plateformes et d\u2019applications. \u00ab Aucune entreprise de luxe au monde n\u2019est capable de rivaliser avec Alibaba dans ce domaine \u00bb, a d\u00e9clar\u00e9 le dirigeant de Richemont, Johann Rupert : \u00ab C\u2019est tr\u00e8s simple, nous n\u2019avons pas les ressources n\u00e9cessaires pour le faire \u00bb, et ce malgr\u00e9 l\u2019acquisition de l\u2019entreprise sp\u00e9cialis\u00e9e Net-a-porter<\/a> en d\u00e9but d\u2019ann\u00e9e.<\/p>\n

\u00a0
\nUn rayonnement pour Alibaba<\/h2>\n

Alibaba se chargera de l\u2019aspect technologique de la collaboration gr\u00e2ce \u00e0 deux applications bien distinctes<\/a> : l\u2019une pour le magasin de mode g\u00e9n\u00e9rale Net-a-porter et une l\u2019autre pour la marque de mode masculine Mr Porter. Le conglom\u00e9rat souhaite ainsi donner un cachet suppl\u00e9mentaire \u00e0 son offre de luxe via Luxury Pavillion, et surtout couper l\u2019herbe sous le pied de Toplife de l\u2019\u00e9ternel rival JD.com.<\/p>\n

\u00a0<\/p>\n

Pour Alibaba, qui poss\u00e8dera 49% de la joint-venture, le luxe repr\u00e9sente le Saint Graal : de nombreux producteurs de produits de luxe refusent encore de vendre via la plateforme chinoise<\/a> par crainte de la contrefa\u00e7on. Le patron de Richemont n\u2019en a pas peur : il estime que les efforts d\u00e9ploy\u00e9s par Alibaba dans ce domaine sont suffisants pour assumer un \u00ab faible risque de contrefa\u00e7on \u00bb.
\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Gr\u00e2ce \u00e0 une joint-venture avec Alibaba, le groupe de luxe suisse Richemont proposera ses produits sur le march\u00e9 chinois en plein essor. La filiale Yoox Net-a-porter aura ainsi acc\u00e8s \u00e0 un milliard de consommateurs, tandis qu\u2019Alibaba profitera de l\u2019image du luxe de l\u2019entreprise suisse. \u00a0 La classe moyenne ach\u00e8te en ligne Richemont veut profiter de […]<\/p>\n","protected":false},"author":1,"featured_media":29215,"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":[22],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-29218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"\nAlibaba et Richemont deviennent des partenaires de luxe - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Par le biais d\u2019une joint-venture avec Alibaba, l\u2019entreprise suisse Richemont proposera ses 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