{"id":67104,"date":"2022-11-16T15:17:02","date_gmt":"2022-11-16T14:17:02","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=67104"},"modified":"2022-11-16T15:17:06","modified_gmt":"2022-11-16T14:17:06","slug":"singles-day-ralentit-en-chine-des-chiffres-de-vente-stagnantes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/singles-day-ralentit-en-chine-des-chiffres-de-vente-stagnantes\/","title":{"rendered":"Singles’ Day ralentit en Chine : des chiffres de vente stagnantes"},"content":{"rendered":"\n

La f\u00eate annuelle du 11.11, \u00e9galement connue sous le nom de Singles’ Day, en Chine, ne semble pas avoir \u00e9t\u00e9 un grand succ\u00e8s pour Alibaba <\/strong>cette ann\u00e9e. Le g\u00e9ant de l’e-commerce ne pr\u00e9cise pas le montant des ventes r\u00e9alis\u00e9es, mais parle seulement de chiffres \u00ab\u00a0comparables\u00a0\u00bb \u00e0 ceux de l’ann\u00e9e derni\u00e8re.<\/p>\n\n\n\n

Sur la m\u00eame ligne<\/h2>\n\n\n\n

Pendant des ann\u00e9es, le Singles’ Day a \u00e9t\u00e9 un jour fort pour la consommation en ligne, avec des chiffres de vente qui \u00e9clipsaient le Prime Day et le Black Friday d’Amazon en Occident. Le week-end annuel est devenu une p\u00e9riode de bonnes affaires de pas moins de 18 jours, mais la croissance semble marquer le pas. La croissance s’\u00e9tait d\u00e9j\u00e0 ralentie l’ann\u00e9e derni\u00e8re, avec \u00ab seulement \u00bb 8,5 % de ventes suppl\u00e9mentaires, et maintenant Alibaba parle d’une croissance stagnante.<\/p>\n\n\n\n

L’ann\u00e9e derni\u00e8re, les marques participantes – dont un grand nombre d’entreprises occidentales – ont vendu pour 76 milliards d’euros (84,54 milliards de dollars) par l’interm\u00e9diaire des plateformes d’Alibaba. D\u00e9sormais, les chiffres sont \u00ab \u00e0 peu pr\u00e8s comparables \u00bb \u00e0 ceux de 2021, indique le g\u00e9ant chinois de l’e-commerce. Un total de 290 000 marques ont particip\u00e9, soit le m\u00eame nombre que l’ann\u00e9e derni\u00e8re.<\/p>\n\n\n\n

Les vents contraires de l’\u00e9conomie<\/h2>\n\n\n\n

La Chine souffre toujours de restrictions sanitaires, mais ressent \u00e9galement des \u00ab\u00a0vents contraires \u00e9conomiques\u00a0\u00bb et des perturbations de la cha\u00eene d’approvisionnement, admet Alibaba. Pour continuer \u00e0 s\u00e9duire les consommateurs, les prestataires ont investi dans des nouveaut\u00e9s telles que des influenceurs virtuels<\/a>, un nombre record d’offres de produits et un ciblage approfondi. \u00ab\u00a0Dans un exemple futuriste de la ‘pouss\u00e9e tous azimuts’, Alibaba a envoy\u00e9 plus de 700 robots de livraison autonomes, soit deux fois plus que l’ann\u00e9e derni\u00e8re,\u00a0\u00bb a d\u00e9clar\u00e9 la plateforme de vente au d\u00e9tail.<\/p>\n\n\n\n

Pourtant, il y avait moins de tralala cette ann\u00e9e, ainsi que moins de promotions. Selon Bain & Co, au lieu d’offrir des rabais, les marques \u00e9taient plus susceptibles de profiter de l’occasion pour tester de nouveaux produits et recueillir des donn\u00e9es pour l’ann\u00e9e \u00e0 venir. Ils ont \u00e9galement mis\u00e9 sur les offres exclusives, les mod\u00e8les d’adh\u00e9sion et les programmes de r\u00e9compenses. Par exemple, la marque de skateboard Vans a sorti des chaussures en \u00e9dition limit\u00e9e et Burberry a lanc\u00e9 un foulard en exclusivit\u00e9 sur la plateforme de luxe Tmall.<\/p>\n\n\n\n

La fin du mois de novembre r\u00e9v\u00e9lera si la maigre Singles’ Day a \u00e9t\u00e9 un signe avant-coureur du Black Friday – et peut-\u00eatre m\u00eame de la p\u00e9riode de fin d’ann\u00e9e – en Occident.<\/p>\n","protected":false},"excerpt":{"rendered":"

La f\u00eate annuelle du 11.11, \u00e9galement connue sous le nom de Singles’ Day, en Chine, ne semble pas avoir \u00e9t\u00e9 un grand succ\u00e8s pour Alibaba cette ann\u00e9e. Le g\u00e9ant de l’e-commerce ne pr\u00e9cise pas le montant des ventes r\u00e9alis\u00e9es, mais parle seulement de chiffres \u00ab\u00a0comparables\u00a0\u00bb \u00e0 ceux de l’ann\u00e9e derni\u00e8re.<\/p>\n","protected":false},"author":5,"featured_media":30811,"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],"topic":[198,266],"region":[277],"class_list":["post-67104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-alibaba","topic-e-commerce","topic-resultats-financiers","region-chine"],"acf":[],"yoast_head":"\nSingles' Day ralentit en Chine : des chiffres de vente stagnantes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La f\u00eate annuelle du 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