{"id":29336,"date":"2018-11-07T11:49:01","date_gmt":"2018-11-07T11:49:01","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/alibaba-prevoit-un-milliard-de-commandes-lors-de-singlesday\/"},"modified":"2018-11-07T11:49:01","modified_gmt":"2018-11-07T11:49:01","slug":"alibaba-prevoit-un-milliard-de-commandes-lors-de-singlesday","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/alibaba-prevoit-un-milliard-de-commandes-lors-de-singlesday\/","title":{"rendered":"Alibaba pr\u00e9voit un milliard de commandes lors de Singles'Day"},"content":{"rendered":"

Le 11 novembre les Chinois\u00a0 f\u00eateront la dixi\u00e8me \u00e9dition de Singles’ Day, la plus grande f\u00eate commerciale au monde, d\u00e9di\u00e9e aux c\u00e9libataires. Ce festival du shopping chinois d\u00e9passe de loin Black Friday, Cyber Monday et Amazon Prime Day.<\/p>\n

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Cinq fois plus lucratif que Black Friday<\/h2>\n

Cr\u00e9\u00e9 il y a dix ans, Singles’Day, d\u00e9di\u00e9 aux c\u00e9libataires, est devenu\u00a0la f\u00eate ultime du consum\u00e9risme, gr\u00e2ce \u00e0 la plateforme en ligne d’Alibaba<\/strong>. L’an dernier Singles’ Day a g\u00e9n\u00e9r\u00e9 25 milliards de dollars de chiffre d’affaires en ligne. En comparaison, le c\u00e9l\u00e8bre Black Friday au Royaume-Uni n’est qu’une broutille, avec ‘seulement’ 5 milliards de chiffre d’affaires online<\/a>.<\/p>\n

\u00a0<\/p>\n

L’an dernier en Chine cette journ\u00e9e \u00e0 elle seule aurait rapport\u00e9 plus que l’ensemble des ventes online r\u00e9alis\u00e9es durant le Cyber Weekend, entre Black Friday et Cyber Monday, aux Etats-Unis, au Canada et en Europe. M\u00eame durant la p\u00e9riode de cinq jours allant de Thanksgiving \u00e0 Cyber Monday les Am\u00e9ricains n’auraient d\u00e9pens\u00e9 que 19,62 milliards de dollars en ligne (14,5 milliards d’euros).<\/p>\n

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Amazon Prime Day, une action de deux jours avec des promotions chocs, lanc\u00e9e par Amazon<\/strong> pour ses membres Prime, arrive loin derri\u00e8re : cette ann\u00e9e le chiffre d’affaires r\u00e9alis\u00e9 en 48 heures a \u00e9t\u00e9 estim\u00e9 \u00e0 3,6 milliards de dollars (3,1 milliards d’euros).<\/p>\n

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Singles’ Day n’est pas l’apanage d’Alibaba<\/h2>\n

En 1993 quatre \u00e9tudiants c\u00e9libataires de l’universit\u00e9 de Nanjing ont voulu f\u00eater le 11novembre (en raison des quatre 1) comme journ\u00e9e des c\u00e9libataires. Depuis cette initiative locale s’est d\u00e9velopp\u00e9e jusqu’\u00e0 devenir un ph\u00e9nom\u00e8ne national chinois, voire m\u00eame mondial : bol.com par exemple lance Singles’ Day au Benelux pour la deuxi\u00e8me ann\u00e9e cons\u00e9cutive. Toutefois Alibaba n’a pas invent\u00e9 Singles’ Day, mais se l’est appropri\u00e9 sous le d\u00e9nominateur ‘\u201811.11 Global Shopping Festival\u2019. N\u00e9anmoins son rival JD.com a lui aussi r\u00e9ussi a engrang\u00e9 un chiffre d’affaires de 16 milliards d’euros lors de Singles’ Day.<\/p>\n

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Sachant que la Chine compte quelque 200 millions de c\u00e9libataires, cette journ\u00e9e peut \u00eatre consid\u00e9r\u00e9e comme une riposte \u00e0 la Saint Valentin, un moment o\u00f9 l’on se fait plaisir en participant \u00e0 des activit\u00e9s ou en s’offrant de petits cadeaux.<\/p>\n

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90% via des appareils mobiles<\/h2>\n

Alibaba\u00a0a fait de\u00a0cet \u00e9v\u00e9nement\u00a0une v\u00e9ritable ode \u00e0 la soci\u00e9t\u00e9 de consommation, en organisant ce jour-l\u00e0 un spectacle m\u00e9diatique o\u00f9 d\u00e9filent de nombreuses stars mondiales, comme Nicole Kidman et Pharell Williams l’an dernier<\/a>. Durant ce show prestigieux, bon nombre de Chinois restent clou\u00e9s \u00e0 leur poste de t\u00e9l\u00e9, pendant qu’ils font leur shopping, jouent et chattent \u00e0 c\u0153ur joie sur leur smartphone.\u00a0 L’an dernier plus de 90% des achats ont \u00e9t\u00e9 effectu\u00e9s par voie mobile, \u00e0 l’aide d’un smartphone ou d’une tablette.<\/p>\n

\u00a0<\/p>\n

Alibaba tire habilement profit de cet engouement des Chinois pour le shopping mobile, en les invitant \u00e0 remplir au pr\u00e9alable leur panier virtuel pour Singles’ Day. Ensuite le jour J il leur reste juste \u00e0 payer – \u00e0 prix fortement r\u00e9duit –\u00a0 les produits soigneusement s\u00e9lectionn\u00e9s. Ainsi l’e-tailer chinois \u00e9vite les crahs dus au surchargement, auxquels Amazon a \u00e9t\u00e9 confront\u00e9 cette ann\u00e9e lors de son Prime Day. L’an dernier Alibaba a engrang\u00e9 5 milliards de dollars d\u00e8s les premi\u00e8res minutes, avec 256.000 transactions par seconde lors des moments de pointe.<\/p>\n

\nA chaque concurrent sa journ\u00e9e de ristournes<\/h2>\n

Vu ce succ\u00e8s retentissant, il n’est pas surprenant que les concurrents d’Alibaba en Chine lancent leur propre festival commercial, dans l’espoir de stimuler davantage encore la rage du shopping des consommeateurs chinois, expliquait Xavier Brochat, grand connaisseur de l’Empire du Milieu, lors du RetailDetail China retailhunt 2018 :\u00a0 \u00ab\u00a0Tous les \u00e9cosyst\u00e8mes proposent leurs propres festivals et ainsi il y a un festival quasi toutes les deux semaines. Les retailers souhaitent tirer profit de ces journ\u00e9es, car il s’agit des principaux moments o\u00f9 ils peuvent stimuler les ventes et octroyer des r\u00e9ductions. C’est pourquoi ils concluent des contrats d’exclusivit\u00e9 avec des acteurs tels qu’Alibaba et se joignent \u00e0 leur journ\u00e9e de ristournes.\u00a0\u00bb<\/p>\n

\u00a0<\/p>\n

Cette ann\u00e9e le ‘11.11 Global Shopping Festival’ d\u00e9butera le 10 novembre \u00e0 14 heures (heure belge). Alibaba s’attend \u00e0 traiter plus d’un milliard de commandes : pour l’occasion l’e-tailer ouvre un nouveau centre de distribution robotis\u00e9<\/a>. L’an dernier la plateforme a re\u00e7u plus de 810 millions de commandes.<\/p>\n

\nVous souhaitez d\u00e9couvrir par vous-m\u00eame la force novatrice de la Chine? En 2019 aussi RetailDetail se rendra en Chine avec des leaders de l’univers du retail belge. Cliquez ici pour plus d’informations<\/a>.<\/p>\n

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

Le 11 novembre les Chinois\u00a0 f\u00eateront la dixi\u00e8me \u00e9dition de Singles’ Day, la plus grande f\u00eate commerciale au monde, d\u00e9di\u00e9e aux c\u00e9libataires. Ce festival du shopping chinois d\u00e9passe de loin Black Friday, Cyber Monday et Amazon Prime Day. \u00a0 Cinq fois plus lucratif que Black Friday Cr\u00e9\u00e9 il y a dix ans, Singles’Day, d\u00e9di\u00e9 aux […]<\/p>\n","protected":false},"author":1,"featured_media":29333,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-29336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\nAlibaba pr\u00e9voit un milliard de commandes lors de Singles'Day - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le 11 novembre les Chinois f\u00eateront la dixi\u00e8me \u00e9dition de Singles' Day, la plus grande f\u00eate commerciale au monde, d\u00e9di\u00e9e aux c\u00e9libataires. 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