{"id":4147,"date":"2019-10-03T18:38:00","date_gmt":"2019-10-03T17:38:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/the-boom-in-the-chinese-local-delivery-market\/"},"modified":"2025-03-15T17:45:32","modified_gmt":"2025-03-15T16:45:32","slug":"le-boom-de-la-livraison-de-proximite-en-chine","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/le-boom-de-la-livraison-de-proximite-en-chine\/","title":{"rendered":"Le boom de la livraison de proximit\u00e9 en Chine"},"content":{"rendered":"\n
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Tout se faire livrer, \u00e0 n\u2019importe quelle heure du jour et de la nuit. C\u2019est d\u00e9sormais la norme en Chine, o\u00f9 des millions de clients ont vu leur rapport \u00e0 la livraison changer avec la digitalisation de l\u2019offre. Le march\u00e9 de la livraison de proximit\u00e9 a explos\u00e9 : sa croissance (56% de 2017 \u00e0 2018) est plus de deux fois sup\u00e9rieure \u00e0 celle du e-commerce lui-m\u00eame (+24%).<\/p>\n

\u00ab Les points de vente se doivent d\u2019\u00eatre ouverts quasiment 24H\/24, pour servir un client, insaisissable, qui peut commander un repas \u00e0 n\u2019importe quelle heure du jour ou de la nuit, commente St\u00e9phane Joly. D\u00e9sormais, dans les restaurants, un chef est pr\u00e9sent, du matin au soir, pr\u00eat \u00e0 s\u2019activer en cuisine pour chaque commande re\u00e7ue. \u00bb<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n 3 grandes soci\u00e9t\u00e9s de livraison \u00e0 domicile <\/h2>\n
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3 g\u00e9ants se partagent le monopole de la livraison du dernier kilom\u00e8tre en Chine, incarnant la guerre f\u00e9roce que se livrent\u00a0Alibaba<\/a>\u00a0et\u00a0Tencent<\/a>.<\/p>\n

Ele.me<\/a>\u00a0(Alibaba) : la plateforme, dont le nom signifie \u00ab T\u2019as faim ? \u00bb en mandarin, est utilis\u00e9e par 170 millions d\u2019internautes et effectue des livraisons pour Starbucks, Watsons (parapharmacie), des cin\u00e9mas, des restaurants\u2026<\/p>\n

Koubei<\/a>\u00a0(Alibaba) : le site compte 160 millions d\u2019utilisateurs. On peut y r\u00e9server des places de cin\u00e9mas, des soins en SPA, y commander des repas\u2026<\/p>\n

Meituan<\/a>\u00a0(Tencent) : cette entreprise, \u00e0 l\u2019origine sp\u00e9cialis\u00e9e dans la vente en ligne group\u00e9e, s\u2019est consid\u00e9rablement d\u00e9velopp\u00e9e et propose \u00e9galement toute sorte de livraisons.<\/p>\n

\u00ab Tous les points de vente, restaurants, cin\u00e9mas etc, peuvent s\u2019inscrire sur ces plateformes, quelle que soit leur taille, indique St\u00e9phane Joly. Ils paient, en contrepartie des millions de clients potentiels auxquels ils acc\u00e8dent, une petite redevance pour chaque transaction effectu\u00e9e. Pour le client final, la livraison est gratuite. \u00bb<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Un repas livr\u00e9 en moins de 30 minutes <\/h2>\n
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La livraison de repas est totalement rentr\u00e9e dans les m\u0153urs et les consommateurs chinois peuvent y avoir recours plusieurs fois par jour. Une fois la commande pass\u00e9e sur l\u2019une des plateformes, il faut compter 30 minutes maximum pour recevoir son repas, pr\u00eat \u00e0 \u00eatre d\u00e9gust\u00e9. \u00ab Ce qui est \u00e9tonnant en Chine, c\u2019est qu\u2019il n\u2019est pas rare de voir des chiffres d\u2019affaires quasiment \u00e0 l\u2019\u00e9quilibre entre la restauration physique et les livraisons ! \u00bb<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Se plier au nouveau diktat <\/h2>\n
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Tous les retailers physiques sont d\u00e9sormais contraints de proposer, eux-aussi, un service de livraison efficace et r\u00e9actif. Auchan-RT-Mart, Carrefour-Suning, Hema (Alibaba) se plient \u00e0 ce nouveau diktat de la consommation. \u00ab S\u2019ils veulent survivre, les retailers n\u2019ont d\u2019autres choix que de s\u2019inscrire sur Ele.me, Koubei ou Meituan, pour b\u00e9n\u00e9ficier d\u2019un trafic de plus de 150 millions d\u2019utilisateurs. Il s\u2019agit ensuite d\u2019\u00eatre irr\u00e9prochable : les avis et les commentaires des consommateurs post\u00e9s sur les plateformes peuvent en effet \u00eatre d\u00e9vastateurs s\u2019ils sont n\u00e9gatifs. \u00bb<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Un march\u00e9 plein d\u2019avenir <\/h2>\n
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Si cette nouvelle mani\u00e8re de consommer repr\u00e9sente un co\u00fbt pour chaque plateforme (personnel, packaging, transport\u2026) et que les \u00ab super apps \u00bb comme Ele.me, Koubei et Meituan sont loin d\u2019\u00eatre rentables (mais pour autant valoris\u00e9es \u00e0 plusieurs dizaines de milliards de US$), les volumes de livraison de proximit\u00e9 sont tels que le march\u00e9 n\u2019est pas pr\u00eat de s\u2019essouffler. Les milliers de livreurs (sans statut social !) continueront encore longtemps \u00e0 prendre des risques au volant de leur mobylette pour livrer chaque repas en moins de 30 minutes. Et que dire des tonnes d\u2019emballages plastiques, transform\u00e9s en seulement quelques minutes en d\u00e9chets que l\u2019on ne peut pas recycler ? Esp\u00e9rons que cet enjeu environnemental fera bient\u00f4t l\u2019objet d\u2019une r\u00e9flexion plus pouss\u00e9e, \u00e0 la recherche d\u2019alternatives viables.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Directement issu du e-commerce, le march\u00e9 de la livraison du dernier kilom\u00e8tre s\u2019est consid\u00e9rablement d\u00e9velopp\u00e9 en Chine. Estim\u00e9 \u00e0 plus de 250 milliards de dollars en 2018, il traduit un v\u00e9ritable changement comportemental des consommateurs, d\u00e9sormais habitu\u00e9s \u00e0 se faire livrer tout type de produits, \u00e0 tout moment. D\u00e9cryptage avec St\u00e9phane Joly, directeur grands comptes chez Altavia.<\/p>\n","protected":false},"author":10,"featured_media":3377,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[190],"class_list":["post-4147","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nAltavia C\u00e8de Blue Lions - Recentrage Strat\u00e9gique<\/title>\n<meta name=\"description\" content=\"Altavia annonce la cession de Blue Lions pour se recentrer sur ses priorit\u00e9s strat\u00e9giques. 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