{"id":60893,"date":"2022-08-10T09:14:54","date_gmt":"2022-08-10T07:14:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=60893"},"modified":"2022-08-10T16:40:58","modified_gmt":"2022-08-10T14:40:58","slug":"ochama-livre-desormais-en-belgique-en-france-et-en-allemagne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/ochama-livre-desormais-en-belgique-en-france-et-en-allemagne\/","title":{"rendered":"Ochama livre d\u00e9sormais en Belgique, en France et en Allemagne"},"content":{"rendered":"\n<p>Le supermarch\u00e9 en ligne sino-n\u00e9erlandais&nbsp;<strong>Ochama<\/strong> poursuit son expansion europ\u00e9enne&nbsp;: les Belges, Fran\u00e7ais et Allemands peuvent d\u00e9sormais se faire livrer \u00e0 domicile. \u00c9trange&nbsp;: l\u2019op\u00e9ration n\u2019est annonc\u00e9e qu\u2019en chinois.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Actions promotionnelles et livraison gratuite<\/h2>\n\n\n\n<p>Ochama est active aux Pays-Bas depuis pr\u00e8s de six mois maintenant. Six mois durant lesquels le supermarch\u00e9 en ligne&nbsp;<a href=\"https:\/\/mp-weixin-qq-com.translate.goog\/s\/2IBONQRPNqcCj7zSVLU87A?_x_tr_sl=zh-CN&amp;_x_tr_tl=fr&amp;_x_tr_hl=en-US&amp;_x_tr_pto=wapp\" target=\"_blank\" rel=\"noreferrer noopener\">n\u2019a cess\u00e9 de gagner en popularit\u00e9 parmi les \u00ab&nbsp;b\u00e9b\u00e9s hollandais&nbsp;\u00bb<\/a>.&nbsp;D\u00e9cision a donc \u00e9t\u00e9 prise de lancer officiellement l\u2019enseigne sur le march\u00e9 europ\u00e9en ce mois-ci, rapporte la soci\u00e9t\u00e9 elle-m\u00eame. Depuis le 4 ao\u00fbt, la filiale du g\u00e9ant chinois de l\u2019e-commerce&nbsp;<strong>JD.com<\/strong>&nbsp;livre ainsi \u00e0 domicile en Belgique, en France et en Allemagne.<\/p>\n\n\n\n<p>La livraison est gratuite pour les commandes sup\u00e9rieures \u00e0 79 euros. En dessous, les clients paient 4 euros de frais de livraison. Pour garantir leur fra\u00eecheur, les produits frais ou surgel\u00e9s ne peuvent pas encore \u00eatre command\u00e9s en dehors des Pays-Bas, ce qui r\u00e9v\u00e8le qu\u2019ils sont exp\u00e9di\u00e9s&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/que-peut-attendre-dochama-le-cheval-de-course-europeen-de-jdcom\/\" target=\"_blank\" rel=\"noreferrer noopener\">depuis les centres de distribution n\u00e9erlandais hautement automatis\u00e9s<\/a> de l\u2019enseigne.<\/p>\n\n\n\n<p>Pour attirer plus de clients, Ochama proposera au moins sept actions temporaires par jours entre le 8 et le 14 ao\u00fbt. Ceux qui parviennent \u00e0 recruter de nouveaux utilisateurs recevront par exemple un bon de r\u00e9duction de 5 euros pour chaque client apport\u00e9. Ces nouveaux clients b\u00e9n\u00e9ficieront pour leur part d\u2019un bon d\u2019achat d\u2019une valeur de 25 euros. Le supermarch\u00e9 en ligne fonctionne selon un mod\u00e8le d\u2019affiliation&nbsp;: les membres paient normalement 10 euros par an (pas cette premi\u00e8re ann\u00e9e), mais ils b\u00e9n\u00e9ficient en contrepartie d\u2019une r\u00e9duction de 10&nbsp;% sur chaque achat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9serv\u00e9 aux Chinois\u2009?<\/h2>\n\n\n\n<p>Ochama se d\u00e9crit comme un supermarch\u00e9 asiatique en ligne qui propose une gamme de plus de 10 000 produits, dont \u00ab\u00a0des biens de consommation locaux, des appareils de cuisine transfrontaliers, des marques priv\u00e9es, des aliments asiatiques et d\u2019autres cat\u00e9gories\u00a0\u00bb. Au d\u00e9but, le nouveau venu s\u2019est avant tout fait remarquer par ses\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/ochama-ouvre-ses-premiers-magasins-robotises-aux-pays-bas\/\" target=\"_blank\" rel=\"noreferrer noopener\">points de retrait robotis\u00e9s<\/a> o\u00f9 les consommateurs ne peuvent rien acheter, mais viennent enlever leur commande quelques heures apr\u00e8s l\u2019avoir pass\u00e9e. \u00c0 son arriv\u00e9e en Europe, Ochama avait d\u2019ailleurs indiqu\u00e9 privil\u00e9gier l\u2019enl\u00e8vement par rapport \u00e0 la livraison. L\u2019enseigne semble ainsi faire marche arri\u00e8re et se concentrer davantage sur la livraison.<\/p>\n\n\n\n<p>\u00c0 terme, Ochama veut devenir un \u00ab&nbsp;grand influenceur&nbsp;\u00bb en Europe. D\u2019autres pays seront \u00e9galement ajout\u00e9s \u00e0 la liste. En tant que filiale du g\u00e9ant chinois de la vente en ligne, il ne fait aucun doute qu\u2019Ochama dispose de la force de frappe logistique n\u00e9cessaire. Reste \u00e0 savoir si la formule s\u00e9duira les consommateurs occidentaux.<\/p>\n\n\n\n<p>\u00c0 ce titre, la fa\u00e7on dont Ochama annonce ses projets d\u2019expansion est \u00e9loquente&nbsp;: en chinois, dans un message Wechat (le Whatsapp chinois) directement envoy\u00e9 depuis P\u00e9kin. Le style informel du message est \u00e9galement inhabituel pour les consommateurs europ\u00e9ens. La filiale n\u00e9erlandaise du g\u00e9ant de l\u2019e-commerce JD.com semble ainsi se focaliser sur les Chinois \u00e9tablis en Europe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c0 ne pas sous-estimer<\/h2>\n\n\n\n<p>On se gardera toutefois de sous-estimer le nouveau venu. Jorg Snoeck, fondateur de RetailDetail, suit de pr\u00e8s les innovations chinoises en mati\u00e8re de commerce de d\u00e9tail&nbsp;: \u00ab&nbsp;JD.com est un v\u00e9ritable poids lourd, avec une puissance de feu immense. Le rival d\u2019<strong>Alibaba<\/strong> a r\u00e9alis\u00e9 un chiffre d\u2019affaires d\u2019environ 150 milliards de dollars l\u2019an dernier. S\u2019il jette toutes ses forces sur le march\u00e9 europ\u00e9en, cela va faire du bruit.&nbsp;\u00bb<\/p>\n\n\n\n<p>Jingdong \u2013 le nom complet de JD.com \u2013 se distingue \u00e9galement par son go\u00fbt marqu\u00e9 pour la technologie et la robotique \u2013 plus encore que la plupart des autres e-tailers. \u00ab&nbsp;Aux Pays-Bas, ils ont cherch\u00e9 \u00e0 impressionner avec leurs magasins robots, mais quatre points de vente ne suffisent pas pour r\u00e9aliser les \u00e9conomies d\u2019\u00e9chelle souhait\u00e9es. \u00c0 pr\u00e9sent qu\u2019il est \u00e9galement possible de devenir membre en Belgique, en Allemagne et en France, c\u2019est plus de 160 millions de clients potentiels qui s\u2019ajoutent. De plus, JD est tr\u00e8s active dans le \u00ab\u00a0business des donn\u00e9es\u00a0\u00bb&nbsp;: son objectif est surtout de d\u00e9couvrir aupr\u00e8s de ces utilisateurs ce que les consommateurs europ\u00e9ens pensent, veulent et ach\u00e8tent.&nbsp;\u00bb<\/p>\n\n\n\n<p>Pour en savoir plus sur les projets d\u2019expansion des retailers chinois et le mod\u00e8le de JD.com, <a href=\"https:\/\/www.futureofshopping.be\/shop\/the-future-of-shopping-en\/\" target=\"_blank\" rel=\"noreferrer noopener\">ne manquez pas de lire\u00a0<em>The Future of Shopping\u00a0:\u00a0 Re-set Re-made Re-tail<\/em>.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le supermarch\u00e9 en ligne sino-n\u00e9erlandais\u00a0Ochama poursuit son expansion europ\u00e9enne\u00a0: les Belges, Fran\u00e7ais et Allemands peuvent d\u00e9sormais se faire livrer \u00e0 domicile. \u00c9trange\u00a0: l\u2019op\u00e9ration n\u2019est annonc\u00e9e qu\u2019en chinois.<\/p>\n","protected":false},"author":5,"featured_media":53359,"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":[24,25],"tags":[],"people":[],"extra":[],"company":[471],"topic":[276],"region":[470,226,277,342],"class_list":["post-60893","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","category-general","company-ochama","topic-expansion","region-allemagne","region-belgique","region-chine","region-france"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ochama livre d\u00e9sormais en Belgique, en France et en Allemagne - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le supermarch\u00e9 en ligne sino-n\u00e9erlandais\u00a0Ochama 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