{"id":4633,"date":"2011-01-31T07:00:56","date_gmt":"2011-01-31T06:00:56","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4633"},"modified":"2011-01-28T18:13:55","modified_gmt":"2011-01-28T17:13:55","slug":"le-e-commerce-en-chine-mythe-et-realite","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/01\/31\/le-e-commerce-en-chine-mythe-et-realite\/","title":{"rendered":"le e-commerce en chine &#8211; mythe et r\u00e9alit\u00e9"},"content":{"rendered":"<p>Le e-commerce est en croissance forte en France et dans le monde.<\/p>\n<p>La chine est globalement en croissance forte.<\/p>\n<p>Alors, le e-commerce en chine, \u00e7a doit \u00ab\u00a0exploser tous les compteurs\u00a0\u00bb ?<\/p>\n<p>Peut \u00eatre. <strong>J&rsquo;ai vu diff\u00e9rents chiffres circuler<\/strong>. Je vais essayer d&rsquo;y voir plus clair.<\/p>\n<h3>Le Journal du net<\/h3>\n<p><a href=\"http:\/\/www.journaldunet.com\/ebusiness\/commerce\/croissance-de-l-e-commerce-chinois-0810.shtml\">Article ici<\/a>.<\/p>\n<p>Les chiffres sont les suivant :<\/p>\n<ul>\n<li>260 Milliard \u20ac sur un le premier semestre 2010.<\/li>\n<li>Croissance de 60% par rapport \u00e0 2009<\/li>\n<li>410 Milliard \u20ac sur 2009<\/li>\n<li>420 Millions d&rsquo;Internautes<\/li>\n<\/ul>\n<p>Bon, \u00e7a semble int\u00e9ressant comme march\u00e9.<\/p>\n<p>Si on extrapole un brin, \u00e7a fait 650 Milliard \u20ac sur 2010 (croissance de 60% de 410 Milliard).<\/p>\n<p>Hum.<\/p>\n<p>On n&rsquo;a pas, dans ces chiffres, d&rsquo;estimation sur le nombre d&rsquo;acheteurs. Mais si on prend l&rsquo;hypoth\u00e8se que 60% des chinois ach\u00e8tent en ligne, \u00e7a fait :<\/p>\n<p>(260 Milliard * 2) \/ (420 Millions * 0,6) = 2000 \u20ac<\/p>\n<p>Soyons clair : je n&rsquo;y crois pas. Les chinois ne d\u00e9pensent pas 2000 \u20ac, et il n&rsquo;y a probablement pas 250 millions d&rsquo;acheteurs en ligne.<\/p>\n<p>Le bug vient, au moins en partie, du fait que le chiffre d&rsquo;affaires repr\u00e9sente l&rsquo;int\u00e9gralit\u00e9 des transactions, B2B et B2C.<\/p>\n<p>Poursuivons la visite.<\/p>\n<h3>Business Immo<\/h3>\n<p><a href=\"http:\/\/www.businessimmo.com\/contents\/8351\/chine-le-e-commerce-en-hausse-de-22-en-2010 \">Article ici<\/a><\/p>\n<p>L&rsquo;article parle d&rsquo;un rapport, avec les chiffres suivants :<\/p>\n<ul>\n<li>Chiffre d&rsquo;affaires total (B2B, B2C, C2C) 2010 : 510 Milliard \u20ac<\/li>\n<li>58 Milliard \u20ac sur le march\u00e9 grand public (B2C etC2C)<\/li>\n<li>158 millions d&rsquo;acheteurs en ligne<\/li>\n<li>450 Millions d&rsquo;Internautes<\/li>\n<li>25 000 sites de vente en ligne<\/li>\n<li>22% de croissance par rapport \u00e0 2009<\/li>\n<\/ul>\n<p>Cela fait donc, en moyenne :<\/p>\n<p>58 Milliard \/ 158 Millions = 370 \u20ac par acheteur.<\/p>\n<p>Je ne sais pas ce que vous en pensez, mais je trouve \u00e7a tr\u00e8s tr\u00e8s \u00e9lev\u00e9.<\/p>\n<p>Cela fait, si le panier est de 50 \u20ac, 7 achats par acheteur en moyenne. Cela me semble encore trop \u00e9lev\u00e9, surtout quand on voit le nombre de site, qui est, en proportion, tr\u00e8s tr\u00e8s faible (\u00e0 comparer par exemple avec les 80 000 sites fran\u00e7ais).<\/p>\n<p>Autre point que j&rsquo;ai du mal \u00e0 m&rsquo;expliquer : c&rsquo;est quoi les 450 milliard \u20ac de chiffre d&rsquo;affaires B2B ?<\/p>\n<p>Cela correspond \u00e0 quel business ?<\/p>\n<h3>AFP \/ Yahoo News<\/h3>\n<p><a href=\"http:\/\/news.yahoo.com\/s\/afp\/20110119\/tc_afp\/chinaeconomyinternetbusinessretail\">Article ici<\/a><\/p>\n<p>Troisi\u00e8me et dernier article analys\u00e9.<\/p>\n<p>Cet article cite plus clairement sa source : un communiqu\u00e9 venant des autorit\u00e9s chinoises.<\/p>\n<p>On retrouve a peu pr\u00e8s les chiffres propos\u00e9s par Business Immo<\/p>\n<h3>Mon grain de sel<\/h3>\n<p>Je pense que les chiffres sont probablement gonfl\u00e9s, mais cela ne change pas un \u00e9l\u00e9ment fort : <strong>la chine repr\u00e9sente une tr\u00e8s grosse opportunit\u00e9 sur le domaine du e-commerce<\/strong>.<\/p>\n<p>Maintenant, il serait int\u00e9ressant d&rsquo;en savoir plus sur des sujets bien op\u00e9rationnels :<\/p>\n<ul>\n<li>Quid de la livraison ?<\/li>\n<li>Et le paiement en ligne ?<\/li>\n<li>Quels sont les contraintes pour avoir le droit de vendre en chine ? Il faut probablement cr\u00e9er une structure chinoise.<\/li>\n<\/ul>\n<p>Autre point : j&rsquo;ai eu la chance de travailler pendant un an avec la chine.<\/p>\n<p>Ce que j&rsquo;ai vu, c&rsquo;est qu&rsquo;il y a deux chines : une classe ais\u00e9e, et une classe (tr\u00e8s) pauvre.<\/p>\n<p>Savez vous qu&rsquo;ils se dit que \u00a0la chine est le plus gros client pour les BMW s\u00e9rie 7 (les plus ch\u00e8res) ?<\/p>\n<p>Ce que je veux dire, c&rsquo;est que la classe ais\u00e9e est tr\u00e8s ais\u00e9e, et qu&rsquo;elle ach\u00e8te les m\u00eames produits que nous, les m\u00eames marques.<\/p>\n<p>Cette classe repr\u00e9sente un faible pourcentage de la population chinoise, mais comme la population chinoise se mesure en milliard, \u00e7a fait un tr\u00e8s gros r\u00e9servoirs de clients \u00ab\u00a0riches\u00a0\u00bb.<\/p>\n<p>Je ne suis pas s\u00fbr que le chinois qui travaille loin des villes soit r\u00e9ellement int\u00e9ress\u00e9, aujourd&rsquo;hui, par le e-commerce.<\/p>\n<p>Apr\u00e8s, \u00e7a peut changer vite !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le e-commerce est en croissance forte en France et dans le monde. La chine est globalement en croissance forte. Alors, le e-commerce en chine, \u00e7a doit \u00ab\u00a0exploser tous les compteurs\u00a0\u00bb ? Peut \u00eatre. J&rsquo;ai vu diff\u00e9rents chiffres circuler. Je vais essayer d&rsquo;y voir plus clair. Le Journal du net Article ici. Les chiffres sont les [&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":[379,371,174,109],"class_list":["post-4633","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-international","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>le e-commerce en chine - mythe et r\u00e9alit\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\/2011\/01\/31\/le-e-commerce-en-chine-mythe-et-realite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"le e-commerce en chine - mythe et r\u00e9alit\u00e9 - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Le e-commerce est en croissance forte en France et dans le monde. La chine est globalement en croissance forte. Alors, le e-commerce en chine, \u00e7a doit \u00ab\u00a0exploser tous les compteurs\u00a0\u00bb ? Peut \u00eatre. J&rsquo;ai vu diff\u00e9rents chiffres circuler. Je vais essayer d&rsquo;y voir plus clair. Le Journal du net Article ici. 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