{"id":50678,"date":"2021-08-24T11:38:04","date_gmt":"2021-08-24T11:38:04","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/quelle-est-la-strategie-de-croissance-de-tmall-luxury-pavilion\/"},"modified":"2021-08-24T11:38:04","modified_gmt":"2021-08-24T11:38:04","slug":"quelle-est-la-strategie-de-croissance-de-tmall-luxury-pavilion","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/quelle-est-la-strategie-de-croissance-de-tmall-luxury-pavilion\/","title":{"rendered":"Quelle est la strat\u00e9gie de croissance de Tmall Luxury Pavilion\u2009?"},"content":{"rendered":"<p><strong>Tmall Luxury Pavilion<\/strong>, la plateforme de luxe lanc\u00e9e par <strong>Alibaba<\/strong> en 2017, est en plein essor. La croissance explosive d\u2019un groupe cible n\u2019y est certainement pas \u00e9trang\u00e8re.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>G\u00e9n\u00e9ration Z<\/h2>\n<p>L\u2019ann\u00e9e derni\u00e8re, le \u00ab\u00a0pavillon du luxe\u00a0\u00bb a consid\u00e9rablement \u00e9largi sa gamme en concluant des partenariats avec <strong>Net-a-Porter<\/strong> et <strong>Farfetch<\/strong>. Et la plateforme en a r\u00e9colt\u00e9 les fruits, puisque l\u2019activit\u00e9 a augment\u00e9 de 159\u00a0% au premier trimestre 2021.<\/p>\n<p>\u00a0<\/p>\n<p>Le directeur du d\u00e9veloppement Nicolas Cano souligne l\u2019importance croissante de la g\u00e9n\u00e9ration Z en Chine pour l\u2019entreprise. \u00ab\u00a080\u00a0% de nos clients ont <a href=\"https:\/\/be.fashionnetwork.com\/news\/Tmall-le-luxury-pavilion-de-tmall-booste-par-la-crise-du-covid-19,1320592.html\" target=\"_blank\" rel=\"noopener\">moins de 35 ans<\/a>\u00a0\u00bb, a-t-il expliqu\u00e9 \u00e0 Fashion Network. \u00ab\u00a0Le nombre de clients de la g\u00e9n\u00e9ration Z double chaque ann\u00e9e. Nous savons qu\u2019ils seront les plus gros consommateurs de produits de luxe en 2035, avec 40\u00a0% du march\u00e9 mondial, contre 4\u00a0% aujourd\u2019hui.\u00a0\u00bb La Chine compte d\u00e9j\u00e0 quelque 80 millions de personnes dans cette tranche d\u2019\u00e2ge.<\/p>\n<p>\u00a0<\/p>\n<h2>Un luxe abordable<\/h2>\n<p>Tmall Luxury Pavilion offre aux marques occidentales la possibilit\u00e9 de se pr\u00e9senter \u00e0 des millions de consommateurs chinois en ligne. Elles sont s\u00e9lectionn\u00e9es sur la base de leur pr\u00e9sence aux quatre grandes semaines de la mode ou de leur attrait et de leur r\u00e9sonance internationale. L\u2019assortiment a \u00e9t\u00e9 progressivement \u00e9tendu aux produits de beaut\u00e9, \u00e0 la maroquinerie, au pr\u00eat-\u00e0-porter et, plus r\u00e9cemment, aux montres de luxe.<\/p>\n<p>\u00a0<\/p>\n<p>Dans ce processus, la plateforme doit tenir compte d\u2019une demande croissante pour le \u00ab\u00a0luxe accessible\u00a0\u00bb port\u00e9e par une classe moyenne chinoise de 400 millions de personnes. \u00ab\u00a0Ce sont des consommateurs sensibles au prix qui veulent davantage de produits de marques\u00a0\u00bb, explique Nicols Cano. \u00ab\u00a0Nous constatons que les marques qui ont du succ\u00e8s v\u00e9hiculent des valeurs \u00e0 plus forte r\u00e9sonnance locale.\u00a0\u00bb C\u2019est par exemple le cas de <strong>Maison Kitsun\u00e9<\/strong> et d\u2019<strong>Isabel Marant<\/strong>.<\/p>\n<p>\u00a0<\/p>\n<h2>Marques chinoises<\/h2>\n<p>L\u2019ann\u00e9e derni\u00e8re, le segment du luxe a \u00e9t\u00e9 renforc\u00e9 par l\u2019ajout de Prada et de Balenciaga, entre autres. L\u2019arriv\u00e9e de Cartier, Van Cleef &amp; Arpels, Chopard et Boucheron est pr\u00e9vue pour les mois \u00e0 venir. \u00ab\u00a0Nous constatons que tous les sous-segments progressent rapidement, y compris le lifestyle avec des marques comme Tesla, Rimowa et Devialet.<\/p>\n<p>\u00a0<\/p>\n<p>Mais une question demeure\u00a0: o\u00f9 sont les marques chinoises\u2009? \u00ab\u00a0Aujourd\u2019hui, nous en avons tr\u00e8s peu dans le pavillon, mais nous notons une \u00e9volution avec des marques comme <strong>Icicle<\/strong> qui b\u00e9n\u00e9ficient d\u2019une grande exposition. Je pense que nous allons en voir de plus en plus en Chine continentale et au-del\u00e0.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tmall Luxury Pavilion, la plateforme de luxe lanc\u00e9e par Alibaba en 2017, est en plein essor. La croissance explosive d\u2019un groupe cible n\u2019y est certainement pas \u00e9trang\u00e8re. \u00a0 G\u00e9n\u00e9ration Z L\u2019ann\u00e9e derni\u00e8re, le \u00ab\u00a0pavillon du luxe\u00a0\u00bb a consid\u00e9rablement \u00e9largi sa gamme en concluant des partenariats avec Net-a-Porter et Farfetch. Et la plateforme en a r\u00e9colt\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":50675,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-50678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quelle est la strat\u00e9gie de croissance de Tmall Luxury Pavilion\u2009? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Tmall Luxury Pavilion, la plateforme de luxe lanc\u00e9e par Alibaba en 2017, est en plein essor \u2013 gr\u00e2ce \u00e0 la croissance explosive 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