{"id":54502,"date":"2022-03-08T10:07:10","date_gmt":"2022-03-08T10:07:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/la-chaine-russe-vkusvill-met-de-cote-ses-ambitions-europeennes\/"},"modified":"2022-03-08T10:07:10","modified_gmt":"2022-03-08T10:07:10","slug":"la-chaine-russe-vkusvill-met-de-cote-ses-ambitions-europeennes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-chaine-russe-vkusvill-met-de-cote-ses-ambitions-europeennes\/","title":{"rendered":"La cha\u00eene russe Vkusvill met de c\u00f4t\u00e9 ses ambitions europ\u00e9ennes"},"content":{"rendered":"<p>La cha\u00eene de produits frais russe <strong>Vkusvill<\/strong> ferme ses quatre magasins aux Pays-Bas. Le d\u00e9taillant indique que le projet d&rsquo;expansion n&rsquo;a pas abouti : les consommateurs occidentaux ont des habitudes alimentaires diff\u00e9rentes des Russes.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>\u00ab\u00a0Pour les personnes \u00e2g\u00e9es\u00a0\u00bb<\/h2>\n<p>Vkusvill a ouvert son <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-cha%C3%AEne-russe-vkusvill-ouvre-son-premier-magasin-au-benelux\">premier magasin europ\u00e9en \u00e0 Amsterdam<\/a> en juin 2020. \u00c0 l\u2019\u00e9poque, la cha\u00eene comptant plus de 1 300 magasins dans 59 villes russes avait \u00e9galement <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/une-cha%C3%AEne-de-supermarch%C3%A9s-russe-se-lance-en-france-et-aux-pays-bas\">des vues sur Paris<\/a> et n&rsquo;excluait pas de s\u2019implanter en Belgique. Par la suite, le d\u00e9taillant a ouvert deux autres magasins dans la capitale hollandaise, ainsi qu\u2019une cr\u00e8merie \u00e0 Bussum. Ces magasins sont maintenant en liquidation et vont fermer, rapporte l&rsquo;agence de presse russe Interfax. Selon le fondateur et principal actionnaire, Andrej Krivenko, le projet n&rsquo;est pas une r\u00e9ussite.<\/p>\n<p>\u00a0<\/p>\n<p>Le d\u00e9taillant souhaitait faire la diff\u00e9rence en se positionnant comme \u00ab\u00a0supermarch\u00e9 sain\u00a0\u00bb, avec une gamme restreinte de produits frais et locaux, mais ce concept ne semble pas porter ses fruits. \u00ab\u00a0Une ann\u00e9e d&rsquo;activit\u00e9s a montr\u00e9 que les consommateurs ne sont pas int\u00e9ress\u00e9s et, pire, que les produits choisis par VkusVill ne sont appr\u00e9ci\u00e9s que par les personnes \u00e2g\u00e9es et fuis par les jeunes\u00a0\u00bb, d\u00e9clare le directeur.<\/p>\n<p>\u00a0<\/p>\n<h2>Climat d\u00e9favorable<\/h2>\n<p>Krivenko constate que le comportement d\u2019achat des consommateurs europ\u00e9ens a radicalement chang\u00e9 : \u00ab\u00a0Environ 30 % des jeunes anglais et europ\u00e9ens ne boivent plus de vrai lait mais uniquement du lait v\u00e9g\u00e9tal. Il se pourrait bien que les saveurs choisies par les consommateurs occidentaux fassent leur chemin jusqu\u2019en Russie mais, pour l&rsquo;instant, elles y sont pratiquement inexistantes.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Un autre facteur pourrait expliquer cette d\u00e9cision : dans le contexte de la guerre en Ukraine, les consommateurs et les fournisseurs occidentaux sont r\u00e9ticents \u00e0 traiter avec les entreprises russes. Le climat est tr\u00e8s d\u00e9favorable, comme l&rsquo;a signal\u00e9 la semaine derni\u00e8re cette autre cha\u00eene de magasins russe aux grandes ambitions europ\u00e9ennes : <strong>Mere<\/strong>, la cha\u00eene \u00e0 petits prix venue de Sib\u00e9rie, ferme ses magasins en Angleterre et en Espagne et <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/oorlog-oekra%C3%AFne-dwingt-russische-prijsbreker-mere-tot-de-aftocht\">renonce \u00e0 ses projets de conqu\u00eate de l\u2019Europe<\/a>. Le discounter ne trouve pas de fournisseurs et peine \u00e0 obtenir des permis.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La cha\u00eene de produits frais russe Vkusvill ferme ses quatre magasins aux Pays-Bas. Le d\u00e9taillant indique que le projet d&rsquo;expansion n&rsquo;a pas abouti : les consommateurs occidentaux ont des habitudes alimentaires diff\u00e9rentes des Russes. \u00a0 \u00ab\u00a0Pour les personnes \u00e2g\u00e9es\u00a0\u00bb Vkusvill a ouvert son premier magasin europ\u00e9en \u00e0 Amsterdam en juin 2020. \u00c0 l\u2019\u00e9poque, la cha\u00eene [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":54499,"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-54502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La cha\u00eene russe Vkusvill met de c\u00f4t\u00e9 ses ambitions europ\u00e9ennes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La cha\u00eene russe Vkusvill ferme ses quatre magasins aux Pays-Bas. 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