{"id":58942,"date":"2022-06-30T11:34:32","date_gmt":"2022-06-30T09:34:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=58942"},"modified":"2022-06-30T13:38:40","modified_gmt":"2022-06-30T11:38:40","slug":"the-future-of-shopping-adieu-au-e-commerce-place-au-live-commerce","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/the-future-of-shopping-adieu-au-e-commerce-place-au-live-commerce\/","title":{"rendered":"The Future of Shopping : adieu au e-commerce, place au live commerce"},"content":{"rendered":"\n

Qui aurait cru que les influenceurs branch\u00e9s se tourneraient un jour vers une pratique aussi d\u00e9mod\u00e9e que le t\u00e9l\u00e9achat ? Maintenant que la vid\u00e9o est le canal de communication pr\u00e9f\u00e9r\u00e9 des jeunes mill\u00e9niaux et de la g\u00e9n\u00e9ration Z, le \u00ab live commerce \u00bb, c’est-\u00e0-dire les achats en direct, fait fureur.<\/p>\n\n\n\n

Une agricultrice avec 15 millions de followers<\/strong><\/h2>\n\n\n\n

2020 a marqu\u00e9 la perc\u00e9e du streaming en direct en Occident. La grande r\u00e9v\u00e9lation fut probablement le moment o\u00f9 la m\u00e8re des influenceurs, Kim Kardashian, a atteint 13 millions de consommateurs chinois en quelques minutes et a vendu tout son stock de flacons de parfum lors d’un \u00e9v\u00e9nement en direct sur la plateforme Taobao Live<\/strong> d\u2019Alibaba<\/strong>.<\/p>\n\n\n\n

Taobao Live devait permettre de rapprocher le shopping en ligne de l\u2019exp\u00e9rience en magasin et de service, mais pour convaincre les Chinois d’acheter des produits alimentaires en ligne, le streaming en direct s’est r\u00e9v\u00e9l\u00e9 \u00eatre la m\u00e9thode de choix. En laissant les agriculteurs filmer leur r\u00e9colte, les consommateurs chinois critiques sont convaincus de la fra\u00eecheur et de la qualit\u00e9 de l’agriculture locale. Aujourd’hui, des centaines de milliers d’agriculteurs se sont mis au streaming en direct, et certains sont m\u00eame devenus de v\u00e9ritables stars. D\u00e9j\u00e0 avant le coronavirus, l\u2019agricultrice Liu Mama gagnait pr\u00e8s de 140 000 dollars par mois<\/a> avec son tracteur et sa fourche et comptait pr\u00e8s de 15 millions de followers.<\/p>\n\n\n\n

Outre l’industrie agricole, c\u2019est principalement l\u2019industrie de la beaut\u00e9 et de la mode qui profite du streaming en direct, \u00e0 tel point qu’il fait d\u00e9sormais partie int\u00e9grante du shopping en ligne en Chine. Les courtes vid\u00e9os atteignent plus de 100 millions d\u2019internautes chaque mois. Deux tiers des Chinois ont achet\u00e9 via le streaming en direct en 2020, soit un chiffre d\u2019affaires total de 60 milliards de dollars. Alibaba a vendu pour 6 milliards de dollars d\u2019articles sur Taobao Live cette ann\u00e9e-l\u00e0, lors du festival commercial Singles\u2019 Day. Si cette tendance se poursuit, le streaming en direct pourrait repr\u00e9senter 10 \u00e0 20 % de l\u2019ensemble des ventes en ligne dans le monde d’ici \u00e0 2026.<\/p>\n\n\n\n

TikTok montre l’avenir<\/strong><\/h2>\n\n\n\n

Et elle se poursuit r\u00e9solument : soudainement confront\u00e9s \u00e0 la fermeture des magasins en 2020 et 2021, les d\u00e9taillants du monde entier ont cherch\u00e9 des alternatives pour vendre leur exp\u00e9rience d’achat. Pendant les confinements li\u00e9s au coronavirus, Media Markt<\/strong> a lanc\u00e9 le \u00ab live shopping \u00bb, des sessions interactives en ligne \u00e0 mi-chemin entre le t\u00e9l\u00e9achat et le vlogging sous l\u2019impulsion des influenceurs. De nombreuses cha\u00eenes, dont la cha\u00eene de parfumerie ICI Paris XL <\/strong>en Belgique, ont \u00e9galement diffus\u00e9 des vid\u00e9os dans lesquelles le personnel des magasins donnait des conseils en direct, pr\u00e9sentait les produits et r\u00e9pondait aux questions des clients. M\u00eame Amazon a cr\u00e9\u00e9 \u00e0 la h\u00e2te Amazon Live pour les \u00ab bonnes affaires du jour \u00bb.<\/p>\n\n\n\n

Maintenant que la vid\u00e9o est le canal de communication pr\u00e9f\u00e9r\u00e9 des jeunes mill\u00e9niaux et de la g\u00e9n\u00e9ration Z, gr\u00e2ce au succ\u00e8s des vlogs sur YouTube <\/strong>et TikTok<\/strong>, tout le monde s’y met. Facebook <\/strong>et Instagram <\/strong>ont d’abord permis d’acheter des produits \u00e0 partir de photos, puis ont ajout\u00e9 le \u00ab live shopping \u00bb pour permettre aux marques, aux d\u00e9taillants et aux influenceurs de recommander des produits dans des vid\u00e9os. Cependant, TikTok se profile largement comme l’avenir du \u00ab live commerce \u00bb en Occident. En tant qu’application chinoise, elle comprend les subtilit\u00e9s du commerce mieux qu\u2019aucune autre. La soci\u00e9t\u00e9 m\u00e8re de TikTok investit m\u00eame dans des influenceurs qui font fureur et gagnent beaucoup d’argent sur la plateforme vid\u00e9o.<\/p>\n\n\n\n

Le client est le roi de votre marque<\/strong><\/h2>\n\n\n\n

Cette tendance montre avant tout le pouvoir croissant des consommateurs et de leur r\u00e9seau. Les acheteurs cr\u00e9ent de plus en plus leur propre support d’achat, dont ils sont les programmateurs et les r\u00e9dacteurs. Le contenu est roi, et ce sont les cr\u00e9ateurs de contenu qui m\u00e8nent la danse. Si une marque ou un d\u00e9taillant vit gr\u00e2ce au contenu, ce sont les cr\u00e9ateurs de ce contenu qui d\u00e9tiennent le pouvoir. Les marques et les d\u00e9taillants ont donc tout \u00e0 gagner \u00e0 renforcer leurs liens avec leur communaut\u00e9 de clients et \u00e0 profiter de leur \u00ab influence \u00bb.<\/p>\n\n\n\n

En Chine, une marque ne doit plus son succ\u00e8s \u00e0 son marketing propre mais au \u00ab\u00a0buzz\u00a0\u00bb que lui donne le r\u00e9seau de consommateurs : les influenceurs influencent jusqu’\u00e0 la moiti\u00e9 des achats et pr\u00e8s de la moiti\u00e9 des internautes regardent des vid\u00e9os en direct, dans lesquelles des personnes \u00e9valuent des produits en direct et des agriculteurs\/producteurs pr\u00e9sentent eux-m\u00eames leurs produits. Ce n’est qu’une question de temps avant que les consommateurs occidentaux ne s’y mettent.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Cet article est un extrait du livre The Future of Shopping:<\/em>\u00a0 Re-set Re-tail Re-made<\/em>, la toute nouvelle suite du guide prim\u00e9 sur le commerce de d\u00e9tail (livre de gestion de l’ann\u00e9e 2018). Vous voulez en savoir plus sur la fa\u00e7on dont le \u00ab\u00a0live commerce\u00a0\u00bb, la Chine, la blockchain et bien d’autres choses encore redessinent l’avenir du commerce de d\u00e9tail ?<\/p>\n\n\n\n

\n
Cliquez ici pour en savoir plus sur\u00a0The Future of Shopping : Re-set Re-tail Re-made<\/em><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Maintenant que la vid\u00e9o est le canal de communication pr\u00e9f\u00e9r\u00e9 des jeunes mill\u00e9niaux et de la g\u00e9n\u00e9ration Z, le \u00ab\u00a0live commerce\u00a0\u00bb, c’est-\u00e0-dire les achats en direct, fait fureur.<\/p>\n","protected":false},"author":5,"featured_media":58919,"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":[43],"company":[209,650,232,651],"topic":[631,198,462],"region":[277,243],"class_list":["post-58942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-alibaba","company-bytedance","company-meta","company-tiktok","topic-digitalisation","topic-e-commerce","topic-innovation","region-chine","region-europe"],"acf":[],"yoast_head":"\nThe Future of Shopping : 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