{"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\/fr\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/","title":{"rendered":"AliExpress \u00e0 Madrid est une strat\u00e9gie de marque, pas une strat\u00e9gie de vente au d\u00e9tail"},"content":{"rendered":"<div>Tout d&#039;abord, f\u00e9licitons l&#039;\u00e9quipe AliExpress pour le grand impact qu&#039;a eu l&#039;ouverture du premier magasin physique d&#039;Europe dans le centre commercial Xanad\u00fa \u00e0 Madrid. Des dizaines d\u2019articles ont \u00e9t\u00e9 \u00e9crits, avec un \u00e9norme impact sur les r\u00e9seaux sociaux et avec un \u00e9norme impact sur les m\u00e9dias t\u00e9l\u00e9vis\u00e9s. Environ 5 000 personnes se sont rassembl\u00e9es dans le magasin. Une r\u00e9ussite totale.<o:p><\/o:p><\/div>\n<div>Si je me pose les questions suivantes, je crois que les r\u00e9ponses susciteront un d\u00e9bat.<o:p><\/o:p><\/div>\n<div><i>Cela a-t-il quelque chose \u00e0 voir avec le monde du commerce de d\u00e9tail au sens propre ? Non<o:p><\/o:p><\/i><\/div>\n<div><i>Peut-on parler d\u2019omnicanal ? Non<o:p><\/o:p><\/i><\/div>\n<div><i>Est-ce une premi\u00e8re exp\u00e9rience en magasin physique ? Ouais<\/i><o:p><\/o:p><\/div>\n<div>Je sais que cela ressemble \u00e0 nager \u00e0 contre-courant, mais cela me semble \u00eatre une strat\u00e9gie de relations publiques parfaitement con\u00e7ue. Un cadeau garanti aux 500 premi\u00e8res personnes, avec cela nous g\u00e9n\u00e9rons le trafic et la photo souhait\u00e9e. Outre l&#039;impact \u00ab fan \u00bb de la marque, le premier, David, dormait depuis deux jours dans un sac devant le magasin afin de se procurer le \u00ab smartphone \u00bb nouvelle g\u00e9n\u00e9ration tant d\u00e9sir\u00e9. Des cadeaux de scooters \u00e9lectriques, drones, t\u00e9l\u00e9phones, appareils photo, etc. ont \u00e9t\u00e9 offerts aux clients suivants.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>Il s&#039;agit d&#039;une campagne de marque \u00e0 part enti\u00e8re, qui s&#039;apparente plus \u00e0 une strat\u00e9gie de Street Marketing qu&#039;\u00e0 une strat\u00e9gie de vente au d\u00e9tail, elle n&#039;a rien \u00e0 voir avec du hors ligne ou en ligne, du moins pour l&#039;instant.<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>Lorsque AliExpress aura davantage de magasins en Europe, nous pourrons alors parler de mani\u00e8re pr\u00e9cise de la strat\u00e9gie On and Off et omnicanal de la marque. On peut parler de fronti\u00e8res inexistantes entre le off et le on.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>\u00c0 mon humble avis, cela s&#039;applique \u00e0 tout flagship qui ouvre ses portes dans une grande rue commer\u00e7ante d&#039;une grande ville. Marques qui ne disposent que d&#039;un magasin physique, mais tr\u00e8s impressionnant, avec une d\u00e9coration sublime et une exp\u00e9rience de visite spectaculaire, je consid\u00e8re qu&#039;on ne peut pas parler de retail mais de marque en termes purs de positionnement, d&#039;image, de relations publiques et de communication.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>Logiquement, cela repr\u00e9sente \u00e9galement une nouvelle \u00e9tape en tant qu&#039;\u00e9l\u00e9ment moteur d&#039;un centre commercial, des marques qui peuvent faire la diff\u00e9rence et attirer l&#039;afflux vers celui-ci, un nouvel environnement int\u00e9ressant s&#039;ouvre et une opportunit\u00e9 pour d&#039;autres centres de se joindre au succ\u00e8s qu&#039;il repr\u00e9sente pour le \u00ab mix \u00bb Commercial une marque comme AliExpress. Tout comme MediaMarkt \u00e9tait \u00e0 l\u2019\u00e9poque un \u00ab tueur de cat\u00e9gorie \u00bb.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>Et de la m\u00eame mani\u00e8re, cela se produit avec Amazon, qui poss\u00e8de actuellement 9 magasins physiques Amazon GO aux \u00c9tats-Unis, mais son plan est d&#039;en ouvrir 3 000 d&#039;ici 2021. Je pense que ce n&#039;est pas confirm\u00e9 dans son plan strat\u00e9gique et honn\u00eatement, cela semble \u00eatre le cas. Je pense que passer de 9 \u00e0 3 000 est quelque chose qui reste entre nous et qui n&#039;arrivera pas \u00e0 court ou moyen terme.<o:p><\/o:p><\/div>\n<div><\/div>\n<div>Alea jacta est, nous verrons o\u00f9 va la strat\u00e9gie commerciale de ces g\u00e9ants du e-commerce.<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>Tout d&#039;abord, je tiens \u00e0 f\u00e9liciter l&#039;\u00e9quipe AliExpress pour l&#039;impact consid\u00e9rable de l&#039;ouverture de son premier magasin physique en Europe, dans le centre commercial Xanad\u00fa \u00e0 Madrid. Des dizaines d&#039;articles ont \u00e9t\u00e9 publi\u00e9s, avec un impact consid\u00e9rable sur les r\u00e9seaux sociaux et \u00e0 la t\u00e9l\u00e9vision. Environ 5\u00a0000 personnes [\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=\"fr_FR\" \/>\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. Unas 5.000 personas [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/fr\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-28T14:24:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-02T09:51:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hamilton.global\/wp-content\/uploads\/2019\/08\/puzzle-03.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1921\" \/>\n\t<meta property=\"og:image:height\" content=\"940\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/\",\"url\":\"https:\/\/hamilton.global\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/\",\"name\":\"AliExpress en Madrid, es una estrategia de marca, no de retail -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2019-08-28T14:24:00+00:00\",\"dateModified\":\"2025-12-02T09:51:52+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/aliexpress-en-madrid-es-una-estrategia-de-marca-no-de-retail\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AliExpress en Madrid, es una estrategia de marca, no de retail\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/fr\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"AliExpress en Madrid, es una estrategia de marca, no de retail -","robots":{"index":"noindex","follow":"follow"},"og_locale":"fr_FR","og_type":"article","og_title":"AliExpress en Madrid, es una estrategia de marca, no de retail -","og_description":"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. 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