Handelszeitung du 20 f\u00e9vrier 2018<\/a>. Nous publions l’article avec l’aimable autorisation d’Andreas G\u00fcntert, dans sa version originale (traduite en fran\u00e7ais). Merci infiniment !<\/p>\nHIER, LE COMMERCE DE D\u00c9TAIL SUISSE SE PLAIGNAIT DU TOURISME D’ACHAT \u00c0 CONSTANCE. LA NOUVELLE MENACE EST ENCORE PLUS PROCHE : \u00c0 UN CLIC.<\/h4>\n
Le canap\u00e9 de chez “M\u00f6bel Dick” \u00e0 Lauchringen. Le pack de gel douche “Balea”, d\u00e9nich\u00e9 \u00e0 un prix imbattable \u00e0 “dm” \u00e0 Constance. Ou un sac \u00e0 dos rempli de jambon, emball\u00e9 chez “Edeka” \u00e0 Waldshut : jusqu’\u00e0 pr\u00e9sent, la discussion \u00e9motionnelle des Suisses sur les achats \u00e0 l’\u00e9tranger se portait sur ce genre de “cueillette” transfrontali\u00e8re.<\/p>\n
D\u00e9sormais, nous pouvons voir que la vraie menace n’est pas tant stationnaire qu’en ligne. C’est sur le net que tout se d\u00e9veloppe. La diff\u00e9rence : pour aller \u00e0 Constance, comptez une demi-heure. Pour la Chine ? Il suffit d’un clic de souris.<\/p>\n
Croissance des achats transfrontaliers<\/h5>\n
Thomas Hochreutener, auteur de l’\u00e9tude de march\u00e9 de l’institut GfK d\u00e9clare : “Dans le segment stationnaire, les achats suisses \u00e0 l’\u00e9tranger stagnent \u00e0 un niveau \u00e9lev\u00e9. Mais les achats transfrontaliers en ligne croissent \u00e0 un rythme sup\u00e9rieur \u00e0 la moyenne”. En chiffres : Les quelque 10 milliards de francs suisses que les Suisses laissent derri\u00e8re eux lors de leurs voyages \u00e0 “M\u00f6bel Dick”, “dm” et “Edeka” repr\u00e9sentent environ 11% de l’ensemble du commerce de d\u00e9tail suisse. Dans le monde en ligne, le rapport de force est cependant tr\u00e8s diff\u00e9rent : 19 pour cent de tous les achats suisses en ligne finissent chez des fournisseurs \u00e9trangers, Amazon, Aliexpress et Zalando se taillent la part du lion. Le pourcentage augmente chaque ann\u00e9e. Selon Patrick Kessler de l’Association Suisse de Vente \u00e0 Distance (ASVAD) “Depuis 2011, les achats en ligne \u00e0 l’\u00e9tranger ont tripl\u00e9”.<\/p>\n
Cela signifie-t-il que les commer\u00e7ants suisses se sont tous endormis sur leurs lauriers face \u00e0 l’effervescence du commerce en ligne ? Qu’en est-il ? Coop@home et LeShop se portent bien dans le secteur alimentaire ; des fournisseurs tels que Digitec et Brack.ch ont jou\u00e9 un r\u00f4le pionnier dans le secteur de l’\u00e9lectronique domestique en ligne. En r\u00e9sum\u00e9, tout ce qui est comestible ou qui est c\u00e2bl\u00e9 est jusqu’\u00e0 pr\u00e9sent sous le contr\u00f4le des fournisseurs suisses. Le reste ? Moins.<\/p>\n
Les exp\u00e9diteurs asiatiques comme Aliexpress<\/h5>\n
Les entreprises asiatiques de vente par correspondance comme Aliexpress, Wish et JD.com devraient \u00eatre les principales responsables de la nouvelle croissance des affaires en ligne \u00e0 l’\u00e9tranger, soit une augmentation de CHF 300 millions par rapport \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente. Jusqu’\u00e0 pr\u00e9sent, les clients en ligne suisses devaient faire un compromis pour cela : Certes les prix \u00e9taient ridiculement bas, on pouvait trouver des chargeurs, des c\u00e2bles, des housses de t\u00e9l\u00e9phones portables et des bijoux fantaisistes \u00e0 bas prix, mais avec de longs d\u00e9lais de livraison. Mais si, conscient du probl\u00e8me, Alibaba venait \u00e0 construire un grand centre logistique en Bulgarie, ces millions de colis arriveront plus vite en Suisse. Ce qui devrait mener \u00e0 encore plus d’int\u00e9r\u00eat de la part des clients dans notre pays. Pour rappel, Aliexpress fait d\u00e9j\u00e0 partie du top 10 des sites de shopping les plus utilis\u00e9s en Suisse.<\/p>\n
Le trend est connu : Quiconque fait un achat sur une plateforme en ligne jusqu’alors inconnue avec succ\u00e8s gagne en confiance est sera plus courageux la prochaine fois. Une carri\u00e8re classique d’acheteur en ligne se d\u00e9roule comme suit : on commande d’abord un c\u00e2ble de recharge. Puis la tablette. Puis l’imprimante 3D. Le capitaine d’Alibaba Jack Ma est sur le point de remplacer Constance par la Bulgarie. Si le secteur du commerce se pr\u00e9pare d’ores et d\u00e9j\u00e0 \u00e0 la temp\u00eate bulgare, il ne fait assur\u00e9ment pas une erreur…<\/p>\n
Au final, les consommateurs ne se trompent pas non plus, en se posant 2 minutes, ils savent bien pourquoi les gadgets d’Aliexpress sont si bon march\u00e9. Et qui en paie le prix.<\/p>\n","protected":false},"excerpt":{"rendered":"
ET QUI EN PAIE LA<\/p>\n","protected":false},"author":614,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-13770","post","type-post","status-publish","format-standard","hentry"],"acf":[],"yoast_head":"\n
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