{"id":2382,"date":"2010-01-14T20:34:59","date_gmt":"2010-01-14T19:34:59","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=2382"},"modified":"2010-01-15T19:46:07","modified_gmt":"2010-01-15T18:46:07","slug":"petite-analyse-du-marche-pour-le-e-commerce-delegue","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2010\/01\/14\/petite-analyse-du-marche-pour-le-e-commerce-delegue\/","title":{"rendered":"Petite analyse du march\u00e9 pour le e-commerce d\u00e9l\u00e9gu\u00e9"},"content":{"rendered":"<p>Le e-commerce d\u00e9l\u00e9gu\u00e9 peut \u00eatre vu de diff\u00e9rentes fa\u00e7ons :<\/p>\n<ul>\n<li>\u00e7a peut \u00eatre vu comme une sorte d&rsquo;\u00e9quivalent \u00e0 une \u00ab\u00a0franchise web\u00a0\u00bb : une structure tiers ouvre une boutique web pour le compte d&rsquo;une marque. Elle vend les produits de la marque, et se r\u00e9mun\u00e8re \u00ab\u00a0\u00e0 la marge\u00a0\u00bb.<\/li>\n<li>Cela peut \u00e9galement \u00eatre vu comme une prestation de service : le prestataire apporte \u00e0 une marque l&rsquo;ensemble des services pour op\u00e9rer les ventes en ligne : logistique, boutique en ligne, e-marketing et relation client.<\/li>\n<\/ul>\n<p>Aujourd&rsquo;hui, en France, ce march\u00e9 est principalement couvert par deux soci\u00e9t\u00e9s : Mix Commerce et Brand Online Commerce.<\/p>\n<p>En fait, ces soci\u00e9t\u00e9s op\u00e8rent sur des secteurs diff\u00e9rents.<\/p>\n<p>Mix Commerce est clairement sur le domaine de la distributions de marques de mode, avec des r\u00e9f\u00e9rences comme Kookai, Celio, &#8230;<br \/>\nPour ces marques, le prix est un facteur cl\u00e9. Mix commerce d\u00e9veloppe donc n\u00e9cessairement une strat\u00e9gie de distribution Web adapt\u00e9e \u00e0 ce type de produits.<\/p>\n<p>Brand Online Commerce est positionn\u00e9 sur le domaine du luxe, avec des marques comme Nars, Sequo\u00efa ou Serge Lutens.<br \/>\nPour ces marques, le marketing est un marketing tr\u00e8s sp\u00e9cifique, permettant de cr\u00e9er une relation exclusive entre le client et la marque.<br \/>\nIl ne s&rsquo;agit donc plus de march\u00e9 de masse, ni de prix promotionnels, mais plut\u00f4t d&rsquo;image, de qualit\u00e9, d&rsquo;exclusivit\u00e9.<br \/>\nBrand Online Commerce a d\u00e9velopp\u00e9 une offre de service compatible avec ces entreprises.<\/p>\n<p>Cette segmentation est in\u00e9vitable, parce que chaque type de march\u00e9 \u00e0 des besoins tr\u00e8s sp\u00e9cifiques. Les soci\u00e9t\u00e9s de services doivent \u00eatre \u00ab\u00a0g\u00e9n\u00e9tiquement compatibles\u00a0\u00bb avec leur march\u00e9.<\/p>\n<p>PS : par soucis de transparence, il est sain que je rappelle mon contexte personnel par rapport \u00e0 ces soci\u00e9t\u00e9s :<\/p>\n<p>J&rsquo;ai travaill\u00e9, en tant que consultant, pour Inspirational Stores (qui a aujourd&rsquo;hui apparemment quitt\u00e9 ce march\u00e9).<\/p>\n<p>J&rsquo;ai \u00e9galement contribu\u00e9 \u00e0 monter Brand Online Commerce, ou je suis l&rsquo;un des associ\u00e9s.<\/p>\n<p>Enfin, je connais et appr\u00e9cie Philippe Rodriguez et ses \u00e9quipes.<\/p>\n<h3>Compl\u00e9ment suite aux commentaires<\/h3>\n<p>Petit compl\u00e9ment, en particulier suite au commentaire de Michel.<\/p>\n<p>Donc, contrairement \u00e0 ce que je disais, Inspirational Stores n&rsquo;a pas quitt\u00e9 le march\u00e9 du e-commerce d\u00e9l\u00e9gu\u00e9, et se concentre, via son \u00ab\u00a0gros\u00a0\u00bb partenaire GSI sur de \u00ab\u00a0grosses\u00a0\u00bb marques. Le positionnement est donc en frontal par rapport \u00e0 Mix.<\/p>\n<p>Ce billet parle des acteurs en France. Il y a de tr\u00e8s gros acteurs sur ce secteur, comme Yoox, GSI donc, mais aussi PFS Web, &#8230; qui ne sont pratiquement pas pr\u00e9sents en France&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le e-commerce d\u00e9l\u00e9gu\u00e9 peut \u00eatre vu de diff\u00e9rentes fa\u00e7ons : \u00e7a peut \u00eatre vu comme une sorte d&rsquo;\u00e9quivalent \u00e0 une \u00ab\u00a0franchise web\u00a0\u00bb : une structure tiers ouvre une boutique web pour le compte d&rsquo;une marque. Elle vend les produits de la marque, et se r\u00e9mun\u00e8re \u00ab\u00a0\u00e0 la marge\u00a0\u00bb. Cela peut \u00e9galement \u00eatre vu comme une [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,371,170,373,109],"class_list":["post-2382","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-commerce-delegue","tag-e-marketing","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Petite analyse du march\u00e9 pour le e-commerce d\u00e9l\u00e9gu\u00e9 - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2010\/01\/14\/petite-analyse-du-marche-pour-le-e-commerce-delegue\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Petite analyse du march\u00e9 pour le e-commerce d\u00e9l\u00e9gu\u00e9 - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Le e-commerce d\u00e9l\u00e9gu\u00e9 peut \u00eatre vu de diff\u00e9rentes fa\u00e7ons : \u00e7a peut \u00eatre vu comme une sorte d&rsquo;\u00e9quivalent \u00e0 une \u00ab\u00a0franchise web\u00a0\u00bb : une structure tiers ouvre une boutique web pour le compte d&rsquo;une marque. 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