{"id":39521,"date":"2020-03-10T16:15:35","date_gmt":"2020-03-10T16:15:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/maison-deco\/ikea-ouvre-une-boutique-virtuelle-sur-la-plateforme-chinoise-tmall\/"},"modified":"2020-03-10T16:15:35","modified_gmt":"2020-03-10T16:15:35","slug":"ikea-ouvre-une-boutique-virtuelle-sur-la-plateforme-chinoise-tmall","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/ikea-ouvre-une-boutique-virtuelle-sur-la-plateforme-chinoise-tmall\/","title":{"rendered":"Ikea ouvre une boutique virtuelle sur la plateforme chinoise Tmall"},"content":{"rendered":"<p><strong>Ikea<\/strong> lance la vente de ses produits via <strong>Tmall<\/strong>, plateforme d\u2019e-commerce du chinois <strong>Alibaba<\/strong>. C\u2019est la premi\u00e8re fois de son histoire que le g\u00e9ant du meuble commercialise ses produits par l\u2019interm\u00e9diaire d\u2019une tierce partie.<\/p>\n<p><!--break--><\/p>\n<h2>\nPlateforme multimarques<\/h2>\n<p>La d\u00e9cision d\u2019Ikea de vendre via Tmall a pour objectif d\u2019\u00e9largir sa client\u00e8le en Chine. Plus qu\u2019ailleurs les consommateurs chinois ont une tr\u00e8s nette pr\u00e9f\u00e9rence pour les plateformes multimarques. De plus, fin janvier la cha\u00eene d\u2019ameublement a ferm\u00e9 temporairement tous ses points de vente en Chine (30 au total), suite \u00e0 la crise du coronavirus.<\/p>\n<p>\nIkea consid\u00e8re sa boutique virtuelle sur Tmall \u2013 qui dans un premier temps sera test\u00e9e durant six mois dans les provinces de la c\u00f4te est \u2013 comme un compl\u00e9ment \u00e0 ses propres magasins, son webshop et son app. \u00ab Nous voyons ce partenariat comme <a href=\"https:\/\/www.reuters.com\/article\/us-ikea-tmall-china\/ikea-to-sell-through-third-party-for-first-time-on-tmall-in-china-idUSKBN20X0AH\" target=\"_blank\" rel=\"noopener\">l\u2019occasion d\u2019\u00eatre accessible \u00e0 un plus large public en Chine<\/a>, vu son environnement num\u00e9rique avanc\u00e9 \u00bb, explique Tolga Oncu, directeur retail au sein d\u2019Ingka Group, \u00e0 Reuters. \u00ab Nous faisons ce test pour d\u00e9terminer en quoi cela influencera notre marque, nos propres magasins et e-commerce, pour voir si nous touchons de nouveaux segments \u2026 et \u00e9videmment pour voir quel sera le r\u00e9sultat. \u00bb<\/p>\n<p>\nSi le test s\u2019av\u00e8re un succ\u00e8s, Ikea envisage de d\u00e9ployer son magasin sur Tmall vers d\u2019autres r\u00e9gions de la Chine. Toutefois, selon Jon Abrahamsson Ring, futur CEO d\u2019Inter Ikea, propri\u00e9taire de l\u2019enseigne, la cha\u00eene n\u2019envisage pas pour l\u2019instant de vendre via des plateformes tierces dans d\u2019autres march\u00e9s.<\/p>\n<h2>\nUn march\u00e9 \u00e0 fort potentiel de croissance<\/h2>\n<p>Le g\u00e9ant du meuble consid\u00e8re la Chine comme un march\u00e9 \u00e0 fort potentiel de croissance. La boutique virtuelle sur Tmall proposera environ 3.800 des 9.500 produits Ikea, ainsi que des services\u00a0 disponibles sur ses propres canaux de vente, comme la livraison et l\u2019assemblage.<\/p>\n<p>\nParmi les 30 magasins chinois ferm\u00e9s fin janvier, Ikea en a d\u00e9j\u00e0 rouvert 16 et projette d\u2019en rouvrir 12 autres ce mercredi, \u00e9tant donn\u00e9 que la Chine a assoupli les mesures impos\u00e9es suite \u00e0 la crise du coronavirus.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ikea lance la vente de ses produits via Tmall, plateforme d\u2019e-commerce du chinois Alibaba. C\u2019est la premi\u00e8re fois de son histoire que le g\u00e9ant du meuble commercialise ses produits par l\u2019interm\u00e9diaire d\u2019une tierce partie. Plateforme multimarques La d\u00e9cision d\u2019Ikea de vendre via Tmall a pour objectif d\u2019\u00e9largir sa client\u00e8le en Chine. Plus qu\u2019ailleurs les consommateurs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":39518,"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":[29],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-39521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maison-deco"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ikea ouvre une boutique virtuelle sur la plateforme chinoise Tmall - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Ikea lance la vente de ses produits via Tmall, plateforme d\u2019e-commerce du chinois Alibaba. 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