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{"id":9815,"date":"2016-03-04T10:13:47","date_gmt":"2016-03-04T09:13:47","guid":{"rendered":"https:\/\/asialyst.com\/fr\/2016\/03\/04\/brouillon-regard-5-3\/"},"modified":"2017-08-02T12:55:37","modified_gmt":"2017-08-02T10:55:37","slug":"chine-les-grandes-tendances-du-e-commerce","status":"publish","type":"post","link":"https:\/\/asialyst.com\/fr\/2016\/03\/04\/chine-les-grandes-tendances-du-e-commerce\/","title":{"rendered":"Chine : les grandes tendances du e-commerce"},"content":{"rendered":"

\n\t\n\tEconomie<\/a>
\n\t\n\t\tPubli\u00e9 04 Mars 2016
\n\t\tMis \u00e0 jour 02 Ao\u00fbt 2017\t<\/time>\n\t\n<\/div>\n

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Expert - num\u00e9riques en Chine<\/div><\/div>\n

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Chine : les grandes tendances du e-commerce<\/h1>\n<\/div>\n
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\n \t
\n \n \n Olivier V\u00e9rot <\/span>\n $\"Olivier$ <\/a>\n <\/li>\n \t <\/ul>\n <\/div>\n<\/div>\n
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\n $\"Des$ <\/a>\n \n \n \n
\n \t
\n \tDes livreurs se pr\u00e9parent \u00e0 aller distribuer les commandes effectu\u00e9es en ligne par les clients sur le site JD.com, concurrent du g\u00e9ant du e-commerce Alibaba.com. (Cr\u00e9dit : Ji haixin \/ Imaginechina \/ AFP) <\/div>\n <\/figcaption>\n <\/figure>\n <\/div>\n<\/div>\n\n
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<\/h2>\n<\/div>\n
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\n\t\tLa Chine est le nouvel Eldorado des r\u00e9seaux sociaux<\/a> mais aussi du e-commerce, le commerce en ligne. Quelles sont donc les grandes tendances de cette \u201cnouvelle\u201d fa\u00e7on de consommer, d\u2019acheteurs toujours plus connect\u00e9s ? Analyse des \u201cnouveaux\u201d usages et des nouvelles tendances d\u2019un march\u00e9 en plein expansion.\t<\/div>\n<\/div>\n\n
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Weibo se transforme en plateforme de \u201cshopping social\u201d<\/h2>\n<\/div>\n
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\n\t\tC\u2019est l\u2019une des grandes tendances : le twitter chinois Sina Weibo<\/a>, se transforme progressivement en une plateforme de \u201cshopping social\u201d. Le shopping dit \u201csocial\u201d est l\u2019une des nombreuses applications du e-commerce qui a pour ambition de reproduire l\u2019usage des r\u00e9seaux sociaux sur le commerce en ligne, en permettant \u00e0 chacun de diffuser sa liste d\u2019achats \u00e0 ses amis qui pourront \u00e0 leur tour la commenter ou l\u2019enrichir. \n
L\u2019une des grandes tendances qui se confirme est celle de la place du site de micro-blogging Sina Weibo. En effet, 82% de ses utilisateurs utilisaient le r\u00e9seau social pour effectuer des achats en ligne en 2014, ce qui a propuls\u00e9 le r\u00e9seau social chinois comme le num\u00e9ro un mondial des applications sociales, loin devant les mastodontes Facebook et Twitter, selon le Global Web Index cit\u00e9 par China Internet Watch<\/a><\/em>.<\/p>\n
Weibo compte 136 millions d\u2019utilisateurs actifs mensuel, dont 82 % effectuant des achats en ligne via le site et 80% recherchant un produit ou un service \u00e0 acheter. <\/p>\n
Ce chiffre est important car en Chine, la plupart des utilisateurs des r\u00e9seaux sociaux chinois font des achats en ligne plus de trois fois chaque mois. \u00c9galement, dans la majorit\u00e9 des cas, les utilisateurs du site de micro-blogging appartiennent \u00e0 la tranche d\u2019\u00e2ge des 20 – 35 ans, et b\u00e9n\u00e9ficient donc d\u2019un grand pouvoir de consommation – notamment pour le commerce en ligne. Au final, Weibo est donc plus utilis\u00e9 par ses utilisateurs comme une plateforme de e-commerce qu\u2019en tant que pur r\u00e9seau social. <\/p>\n
Par ailleurs, la communaut\u00e9 du e-commerce en Chine est tr\u00e8s puissante puisqu\u2019elle comptabilise 24 millions de fans selon les donn\u00e9es de fin 2014, pourvoyant de grosses opportunit\u00e9s pour les d\u00e9taillants en ligne. C\u2019est ce que nous explique Romain, un sinophone bas\u00e9 \u00e0 Shanghai<\/a> :\u201dL\u2019activit\u00e9 pr\u00e9f\u00e9r\u00e9e des chinoises est le \u201cshopping\u201d. Elles aiment se r\u00e9unir entre copines et aller faire les magasins, d\u00e9couvrir les produits, essayer des nouveaux v\u00eatements… Ainsi, associer les r\u00e9seaux sociaux et le shopping est une id\u00e9e tr\u00e8s pertinente en Chine !\u201d<\/em>.\t<\/p><\/div>\n<\/div>\n\n
\n\tLe crossbording <\/h2>\n<\/div>\n
\n\t
\n\t\tLe \u201c crossbording shopping<\/a>\u201d est une tendance de plus en plus populaire en Chine. Le \u201ccrossbording\u201d permet d\u2019effectuer des achats en ligne sur des sites \u00e9trangers afin d\u2019acc\u00e9der \u00e0 un nombre plus important de produits et \u00e0 des prix bien moins chers que sur le march\u00e9. \n
Ainsi, la Chine est en troisi\u00e8me position en tant que destination de shopping pr\u00e9f\u00e9r\u00e9e des am\u00e9ricains et se situe en deuxi\u00e8me position dans le classement des pays utilisant le \u201ccrossbording\u201d pour effectuer des achats \u00e0 l\u2019\u00e9tranger. <\/p>\n
Un ph\u00e9nom\u00e8ne qui s\u2019explique notamment par l\u2019absence de cartes de cr\u00e9dit internationale pour une grande partie de la population chinoise alli\u00e9 \u00e0 leur volont\u00e9 de plus en plus grandissante d\u2019obtenir des produits \u00e9trangers – gage de qualit\u00e9 – contre certains produits locaux, au regard des nombreuses contrefa\u00e7ons et scandales alimentaires et qualitatifs qui ont frapp\u00e9 les produits chinois ces derni\u00e8res ann\u00e9es.\t<\/p><\/div>\n<\/div>\n\n
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\n\t\t\u201dLes chinois aiment partir \u00e0 l\u2019\u00e9tranger et acheter des produits import\u00e9s, c\u2019est comme \u00e7a. Il existait jusqu\u2019\u00e0 lors une activit\u00e9 : le Daigou (\u4ee3\u8d2d), soit un acheteur professionnel ou \u201cpersonal shopper\u201d, qui est bas\u00e9 \u00e0 l\u2019\u00e9tranger et ach\u00e8te des produits en Europe pour les exp\u00e9dier en Chine. Le crossborder est l\u00e0 pour r\u00e9guler cette activit\u00e9 parall\u00e8le en Chine\u201d<\/em>, explique Yang, un blogueur chinois<\/a> sp\u00e9cialiste de l\u2019internet en Chine.\t<\/blockquote>\n<\/div>\n
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Les Flashsales<\/h2>\n<\/div>\n
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\n\t\tLes \u201cFlashsales\u201d ou ventes flash sont des offres \u00e0 dur\u00e9e limit\u00e9e, des promotions qui ne visent que certains produits sur une dur\u00e9e allant de quelques heures \u00e0 quelques jours. C\u2019est aujourd\u2019hui un bon moyen de se procurer des produits habituellement un peu excessif hors des soldes officielles. L\u2019un des meilleurs exemples de ce type de ventes est disponible sur le site mei.com<\/a><\/em>.\t<\/div>\n<\/div>\n\n
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Les ventes par abonnement<\/h2>\n<\/div>\n
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\n\t\tLa vente par souscription est un autre ph\u00e9nom\u00e8ne \u00e0 ne pas rater en Chine. Certaines marques vont ainsi permettre \u00e0 leur client de recevoir chaque mois un colis contenant des produits selon l\u2019abonnement choisi. Par exemple, la soci\u00e9t\u00e9 The French Cellar<\/a><\/em>, qui exporte directement depuis la France vers la Chine, des vins fran\u00e7ais s\u00e9lectionn\u00e9s par leur sommelier triplement \u00e9toil\u00e9 – Nicolas Rebut. Par la suite, la soci\u00e9t\u00e9 envoie chaque mois \u00e0 ses abonn\u00e9s les bouteilles s\u00e9lectionn\u00e9es.\t<\/div>\n<\/div>\n\n
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\n\t\tLa campagne de promotion de la compagnie The French Cellar<\/em> \u00e0 destination du public asiatique.<\/strong>\t<\/div>\n<\/div>\n\n
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\n\t\t<\/iframe>\t<\/div>\n<\/div>\n\n<div class=\"container\">\n\t<h2>Les ventes via WeChat<\/h2>\n<\/div>\n<div class=\"container\">\n\t<div class=\"text\" itemprop=\"articleBody\">\n\t\tEnfin <a href=\"http:\/\/www.wechat.com\/en\/\" target=\"_blank\">WeChat<\/a> est le profesionnel pour la vente et les achats en ligne. L\u2019application mobile permet d\u00e9j\u00e0 \u00e0 ses utilisateurs par sa fonctionnalit\u00e9 WeChat Wallet (portefeuille) de r\u00e9server des billets d\u2019avions, de commander des taxis, de payer courses ou additions, de prendre un rendez-vous chez le m\u00e9decin\u2026 <a href=\"https:\/\/asialyst.com\/fr\/2015\/11\/30\/wechat-l-application-la-plus-utilisee-au-monde\/\" target=\"_blank\">WeChat<\/a> n\u2019a ainsi plus rien \u00e0 prouver de ce c\u00f4t\u00e9 l\u00e0 mais continue sa progression spectaculaire en esp\u00e9rant – c\u2019est son objectif depuis le d\u00e9part – r\u00e9ussir \u00e0 prendre des parts de march\u00e9 au grand concurrent <a href=\"https:\/\/www.taobao.com\/\" target=\"_blank\">Taobao<\/a>.\t<\/div>\n<\/div>\n\n<div class=\"container\">\n\t<div class=\"text\" style=\"background:#d9463d; padding:20px 20px 30px 20px; text-align:center; border-radius:8px;\">\n\t\t<h3 style=\"color:#fff; font-weight:700;\">Soutenez-nous !<\/h3>\n\t\t<p style=\"color:#fff; font-size:0.8em; line-height:1.5em; margin-bottom:30px;\">Asialyst est con\u00e7u par une \u00e9quipe compos\u00e9e \u00e0 100 % de b\u00e9n\u00e9voles et gr\u00e2ce \u00e0 un r\u00e9seau de contributeurs en Asie ou ailleurs, journalistes, experts, universitaires, consultants ou anciens diplomates... Notre seul but : partager la connaissance de l'Asie au plus large public.<\/p>\n\t\t<a href=\"https:\/\/www.helloasso.com\/associations\/les-amis-d-asialyst\/formulaires\/1\" target=\"_blank\" style=\"display:inline; background:#fff; padding:10px 25px; font-weight:700; border-radius:4px; color:#000; font-size:0.9em;\">Faire un don<\/a>\n\t<\/div>\n<\/div>\n<div class=\"container\">\n\t<div class=\"tags\">\n\t\t<h5>Tags de l'article<\/h5>\n\t\t<ul><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/asie-du-nord-est\/\" rel=\"tag\">Asie du Nord-Est<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/chine\/\" rel=\"tag\">Chine<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/consommation\/\" rel=\"tag\">consommation<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/digital\/\" rel=\"tag\">digital<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/e-commerce\/\" rel=\"tag\">e-commerce<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/numerique\/\" rel=\"tag\">num\u00e9rique<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/regards\/\" rel=\"tag\">Regards<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/shopping\/\" rel=\"tag\">Shopping<\/a><\/li><li><a href=\"https:\/\/asialyst.com\/fr\/tag\/weibo\/\" rel=\"tag\">Weibo<\/a><\/li><\/ul><ul>\t<\/ul><\/div>\n<\/div>\n\n\t\t<div class=\"social-sharing ss-social-sharing\">\r\n\t\t\t\t <a onclick=\"return ss_plugin_loadpopup_js(this);\" rel=\"external nofollow\" class=\"ss-button-facebook\" href=\"http:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fasialyst.com%2Ffr%2F2016%2F03%2F04%2Fchine-les-grandes-tendances-du-e-commerce%2F\" target=\"_blank\">Share on Facebook<\/a><a onclick=\"return ss_plugin_loadpopup_js(this);\" rel=\"external nofollow\" class=\"ss-button-twitter\" href=\"http:\/\/twitter.com\/intent\/tweet\/?text=Chine+%3A+les+grandes+tendances+du+e-commerce&url=https%3A%2F%2Fasialyst.com%2Ffr%2F2016%2F03%2F04%2Fchine-les-grandes-tendances-du-e-commerce%2F&via=asialyst\" target=\"_blank\">Share on Twitter<\/a><a onclick=\"return ss_plugin_loadpopup_js(this);\" rel=\"external nofollow\" class=\"ss-button-linkedin\" href=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&url=https%3A%2F%2Fasialyst.com%2Ffr%2F2016%2F03%2F04%2Fchine-les-grandes-tendances-du-e-commerce%2F&title=Chine+%3A+les+grandes+tendances+du+e-commerce\" target=\"_blank\">Share on Linkedin<\/a><a onclick=\"return ss_plugin_loadpopup_js(this);\" rel=\"external nofollow\" class=\"ss-button-pinterest\" href=\"http:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fasialyst.com%2Ffr%2F2016%2F03%2F04%2Fchine-les-grandes-tendances-du-e-commerce%2F&media=https%3A%2F%2Fasialyst.com%2Ffr%2Fwp-content%2Fuploads%2F2016%2F03%2FCHINE-ECOMMERCE-LIVREUR-300x200.jpg&description=Chine+%3A+les+grandes+tendances+du+e-commerce\" target=\"_blank\">Share on Pinterest<\/a>\t \t <\/div>\r\n\t \n<div class=\"container\">\n\t<div class=\"auteurs-a-propos\">\n\t\t<h5>A propos de l'auteur<\/h5>\n\t\t\t\t\t<div class=\"author\">\n\t\t\t\t<img data-del=\"avatar\" src='https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/05\/Photo-Olivier-Verot-150x150.jpg' class='avatar pp-user-avatar avatar-150wp-user-avatar wp-user-avatar-150 photo ' height='150' width='150'\/>\t\t\t\t<div class=\"infos\">\n\t\t\t\t\t<div class=\"name\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/asialyst.com\/fr\/auteur\/olivier-verot\/\">\n\t\t\t\t\t\t\tOlivier V\u00e9rot\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div class=\"description\">\n\t\t\t\t\t\tOlivier V\u00e9rot est un expert en marketing num\u00e9rique en Chine. Passionn\u00e9 par ce pays et par l\u2019univers num\u00e9rique chinois, il a fond\u00e9 Gentlemen Agency Marketing <a href=\"http:\/\/www.agency.marketingtochina.com\">Agency marketing to china<\/a> et cr\u00e9\u00e9 <a href=\"http:\/\/ www.marketing-chine.com\">Marketing china<\/a>, qui est aujourd\u2019hui dans le top 5 des sites fran\u00e7ais sur le marketing et l\u2019un des sites les plus consult\u00e9s sur la Chine.\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n[asl-front-abonnez-vous]\n<div class=\"block3news\">\n\t<div class=\"container\">\n\t\t<div class=\"recommand\">\n\t\t\t<h5>On vous recommande<\/h5>\t\t\t<ul class=\"row\">\n\t\t\t\t<li class=\"col-md-6 col-sm-12 col-xs-12 news\"><a href=\"https:\/\/asialyst.com\/fr\/2015\/06\/16\/startups-en-chine-les-enfants-de-alibaba\/\"><span class=\"photo\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/06\/CHINE-ALIBABA-MA-600x400.jpg\" class=\"img-responsive wp-post-image\" alt=\"Photographie du PDG d'Alibaba, tr\u00e8s souriant.\" srcset=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/06\/CHINE-ALIBABA-MA-600x400.jpg 600w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/06\/CHINE-ALIBABA-MA-300x200.jpg 300w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/06\/CHINE-ALIBABA-MA.jpg 1024w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/06\/CHINE-ALIBABA-MA-900x600.jpg 900w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/span><span class=\"info\"><span class=\"metadata category category-\">Economie<\/span><h4>Startups en Chine : Les enfants d'Alibaba<\/h4><\/span><\/a><\/li><li class=\"col-md-6 col-sm-12 col-xs-12 news\"><a href=\"https:\/\/asialyst.com\/fr\/2015\/07\/20\/les-mondes-du-e-tourisme-en-chine\/\"><span class=\"photo\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/07\/CHINE-FAMILLE-TELEPHONE-600x400.jpg\" class=\"img-responsive wp-post-image\" alt=\"Famille utilisant un t\u00e9l\u00e9phone portable dans les rues de Chinatown \u00e0 New-York\" srcset=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/07\/CHINE-FAMILLE-TELEPHONE-600x400.jpg 600w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/07\/CHINE-FAMILLE-TELEPHONE-300x200.jpg 300w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/07\/CHINE-FAMILLE-TELEPHONE.jpg 1024w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2015\/07\/CHINE-FAMILLE-TELEPHONE-900x600.jpg 900w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/span><span class=\"info\"><span class=\"metadata category category-\">Economie<\/span><h4>Les mondes du E-tourisme en Chine<\/h4><\/span><\/a><\/li>\t\t\t<\/ul>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"container\">\n\t<div class=\"comments\">\n\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u201cShopping social\u201d, \u201ccrossbording shopping\u201d, \u201cflashsales\u201d, vente par abonnement : voici les outils du e-commerce en Chine.<\/p>\n","protected":false},"author":38,"featured_media":9817,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[23,22,165,164,272,163,194,1320,616],"class_list":["post-9815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie","tag-asie-du-nord-est","tag-chine","tag-consommation","tag-digital","tag-e-commerce","tag-numerique","tag-regards","tag-shopping","tag-weibo"],"yoast_head":"\n<title>Chine : les grandes tendances du e-commerce - 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