{"id":885,"date":"2019-08-28T14:24:00","date_gmt":"2019-08-28T14:24:00","guid":{"rendered":""},"modified":"2025-12-02T09:51:52","modified_gmt":"2025-12-02T09:51:52","slug":"aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/","title":{"rendered":"AliExpress a Madrid, \u00e9s una estrat\u00e8gia de marca, no de retail"},"content":{"rendered":"<div>Primer de tot, felicitar l&#039;equip d&#039;AliExpress per la gran repercussi\u00f3 que ha tingut la seva obertura de la primera botiga f\u00edsica a Europa al centre comercial Xanad\u00fa de Madrid. S&#039;han escrit desenes d&#039;articles, amb una repercussi\u00f3 enorme en xarxes socials i amb un impacte enorme en mitjans televisats. Unes 5.000 persones amuntegades a la botiga. Tot un \u00e8xit.<o:p><\/o:p><\/div>\n<div>Si em faig les preguntes seg\u00fcents crec que les respostes generaran debat.<o:p><\/o:p><\/div>\n<div><i>T\u00e9 alguna cosa a veure aix\u00f2 amb el m\u00f3n retail de manera pura? No<o:p><\/o:p><\/i><\/div>\n<div><i>Podem parlar d&#039;omnicanalitat? No<o:p><\/o:p><\/i><\/div>\n<div><i>\u00c9s una primera experi\u00e8ncia a la botiga f\u00edsica? Si<\/i><o:p><\/o:p><\/div>\n<div>S\u00e9 que sona a nedar contracorrent, per\u00f2 em sembla una estrat\u00e8gia de PR perfectament dissenyada. A les primeres 500 persones regal assegurat, amb aix\u00f2 generem el tr\u00e0nsit i la foto desitjada. A m\u00e9s de l&#039;impacte \u201cfan\u201d de la marca, el primer, David, feia dos dies que dormia en un sac davant la botiga per poder aconseguir el \u201csmartphone\u201d desitjat de nova generaci\u00f3. Als clients seg\u00fcents es proporcionaven regals de patinets el\u00e8ctrics, drones, tel\u00e8fons, c\u00e0meres, etc.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>\u00c9s una campanya de marca en tota regla, m\u00e9s semblant a una estrat\u00e8gia de Street Marketing que a una estrat\u00e8gia de retail, no t\u00e9 res a veure amb l&#039;offline o l&#039;online, almenys per ara.<o:p><\/o:p><\/div>\n<p><iframe allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\" height=\"419\" src=\"https:\/\/www.youtube.com\/embed\/Eq4eoWzuGG0\" width=\"744\"><\/iframe><\/p>\n<div>Quan AliExpress tingui a Europa algunes botigues m\u00e9s, aleshores podrem parlar d&#039;estrat\u00e8gia On i Off de la marca i d&#039;omnicanalitat de manera precisa. Podrem parlar de les fronteres inexistents entre l&#039;off i l&#039;on.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>A parer meu, aix\u00f2 aplica a qualsevol flagship que s&#039;obre en un gran carrer comercial d&#039;una gran ciutat. Marques que nom\u00e9s tenen una botiga f\u00edsica, per\u00f2 molt impactant, amb una decoraci\u00f3 sublim i una experi\u00e8ncia de visita espectacular, considero que no podem estar parlant de retail sin\u00f3 de marca en termes purs de posicionament, imatge, relacions p\u00fabliques i comunicaci\u00f3.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>L\u00f2gicament tamb\u00e9 suposa un nou pas com a element locomotor d&#039;un centre comercial, marques que poden marcar la difer\u00e8ncia i estirar el carro de l&#039;aflu\u00e8ncia, s&#039;obre un nou entorn interessant i una oportunitat per a altres centres de sumar-se a l&#039;\u00e8xit que suposa per al \u201cmix\u201d comercial una marca com AliExpress. Igual que en el seu moment ho va ser un MediaMarkt com a \u201ccategory kiler\u201d.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>I de manera semblant passa amb Amazon, de moment t\u00e9 9 botigues f\u00edsiques d&#039;Amazon GO a USA per\u00f2 el seu pla previst \u00e9s obrir-ne 3.000 per al 2021. Crec que no est\u00e0 confirmat en el seu pla estrat\u00e8gic i sincerament, em sembla que passar de 9 a 3.000 \u00e9s alguna cosa, que quedi entre nosaltres, no passar\u00e0 a curt o mitj\u00e0 termini.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>Alea jacta est, veurem on arriba lestrat\u00e8gia comercial daquests gegants del comer\u00e7 electr\u00f2nic.<o:p><\/o:p><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div>Jordi Crespo<\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Primer de tot, felicitar l&#039;equip d&#039;AliExpress per la gran repercussi\u00f3 que ha tingut la seva obertura de la primera botiga f\u00edsica a Europa al centre comercial Xanad\u00fa de Madrid. S&#039;han escrit desenes d&#039;articles, amb una repercussi\u00f3 enorme en xarxes socials i amb un impacte enorme en mitjans televisats. Unes 5.000 persones [\u2026]<\/p>","protected":false},"author":2,"featured_media":2519,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AliExpress en Madrid, es una estrategia de marca, no de retail -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AliExpress en Madrid, es una estrategia de marca, no de retail -\" \/>\n<meta property=\"og:description\" content=\"Primero de todo, felicitar al equipo de AliExpress por la gran repercusi\u00f3n que ha tenido su apertura de la primera tienda f\u00edsica en Europa en el centro comercial Xanad\u00fa de Madrid. Se han escrito decenas de art\u00edculos, con una enorme repercusi\u00f3n en redes sociales y con un impacto enorme en medios televisados. 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