{"id":18048,"date":"2022-11-09T14:26:53","date_gmt":"2022-11-09T14:26:53","guid":{"rendered":"https:\/\/www.criteo.com\/fr\/?p=18048"},"modified":"2025-12-28T21:21:26","modified_gmt":"2025-12-28T21:21:26","slug":"analyse-2022-des-doubles-dates","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/analyse-2022-des-doubles-dates\/","title":{"rendered":"Analyse 2022 des \u00ab Doubles dates \u00bb : mont\u00e9e en fl\u00e8che des ventes, toutes cat\u00e9gories confondues"},"content":{"rendered":"

La f\u00eate des c\u00e9libataires (le 11\/11) approchant \u00e0 grands pas, les sp\u00e9cialistes du marketing peuvent s\u2019attendre \u00e0 ce que les \u00ab\u00a0doubles dates\u00a0\u00bb de cette ann\u00e9e aient un impact consid\u00e9rable sur l\u2019essor de leur client\u00e8le et de leurs chiffres d\u2019affaires. Selon une \u00e9tude de MiQ Asia Pacific, six\u00a0acheteurs sur dix en Inde, en Chine et en Asie du Sud-Est envisagent d\u2019accro\u00eetre massivement leurs d\u00e9penses pendant les f\u00eates de fin d\u2019ann\u00e9e\u00a02022, par rapport \u00e0 2021.1<\/a><\/sup>\u00a0La p\u00e9riode s\u2019annonce donc riche en opportunit\u00e9s commerciales fructueuses.<\/p>\n

Pour aider les sp\u00e9cialistes du marketing \u00e0 affiner leurs strat\u00e9gies, nous avons analys\u00e9 les donn\u00e9es transactionnelles recueillies aupr\u00e8s de centaines de retailers partenaires en Asie du Sud-Est pendant la saison des \u00ab\u00a0doubles dates\u00a0\u00bb 2021 (les 7\/7, 8\/8, 9\/9, 10\/10, 11\/11 et 12\/12). Voici les principales conclusions de notre \u00e9tude.<\/p>\n

Les \u00ab\u00a0doubles dates\u00a0\u00bb font doubler les ventes<\/strong><\/h3>\n

Tr\u00e8s populaires en Asie du Sud-Est, les \u00ab\u00a0doubles dates\u00a0\u00bb ont provoqu\u00e9 un pic des ventes retail au deuxi\u00e8me semestre 2021, fr\u00f4lant les 453\u00a0% le 12\/12. Plusieurs \u00e9v\u00e9nements, survenus lors de ces dates, ont fait bondir ces ventes de 399\u00a0% le 11\/11 et de 338\u00a0% le 9\/9 sur la r\u00e9gion.<\/p>\n

\"\"<\/p>\n

Voyons de plus pr\u00e8s comment ces \u00ab\u00a0doubles dates\u00a0\u00bb ont stimul\u00e9 les ventes l\u2019an dernier en Asie du Sud-Est, pays par pays.\u00a0Presque partout, le pic a \u00e9t\u00e9 atteint le 11\/11. \u00c0 Singapour par exemple, les ventes retail ont connu une hausse impressionnante de 223\u00a0%.<\/p>\n

D\u2019autres pays, comme le Vietnam et l\u2019Indon\u00e9sie, ont vu leurs ventes retail atteindre des sommets le 12\/12. Au Vietnam, elles ont progress\u00e9 de 143\u00a0%, et en Indon\u00e9sie, de 188\u00a0%.<\/p>\n

Au-del\u00e0 de l\u2019Asie du Sud-Est, la Cor\u00e9e du Sud a \u00e9galement connu une hausse substantielle des ventes retail en ligne. Cette tendance a commenc\u00e9 le 1er\u00a0novembre (+47\u00a0%), date qui marque le d\u00e9but du plus grand rendez-vous shopping de l\u2019ann\u00e9e dans le pays, le Korea Sale Festa. La dynamique d\u2019achat s\u2019est poursuivie lors de la F\u00eate des Peperos (Pepero Day), le 11\/11, avec une progression des ventes de 72\u00a0%.<\/p>\n

En Chine, les ventes retail ont connu une hausse de 230\u00a0% lors de la f\u00eate des c\u00e9libataires (le 11\/11) et de 114\u00a0% le 12\/12\/2021.<\/p>\n

Retour en force des v\u00eatements et accessoires<\/strong><\/h3>\n

Pour identifier les principales tendances de la f\u00eate des c\u00e9libataires 2021, nous avons utilis\u00e9 le\u00a0tableau de bord des tendances par cat\u00e9gorie de Criteo<\/a>. Au niveau des v\u00eatements et accessoires, on constate en Asie du Sud-Est une progression des ventes de tenues de travail \u00e0 l\u2019approche de la f\u00eate des c\u00e9libataires.<\/p>\n

Les ventes de pantalons ont augment\u00e9 de 72\u00a0% en novembre 2021 par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Les accessoires utilis\u00e9s pour les tenues professionnelles ont \u00e9galement enregistr\u00e9 une hausse en un an\u00a0: porte-badges et laissez-passer (+58\u00a0%), boucles de ceinture (+51\u00a0%), cravates (+12\u00a0%) ou encore porte-cartes de visite (+11\u00a0%).<\/p>\n

Curieusement, les ventes de manteaux et de vestes ont diminu\u00e9 de 31\u00a0% en novembre 2021 par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Les accessoires tels que les sacs \u00e0 main (-33\u00a0%), les colliers (-33\u00a0%) et les boucles d\u2019oreilles (-37\u00a0%) ont \u00e9galement connu une baisse en glissement annuel.<\/p>\n

\"\"<\/p>\n

Essor du mobilier et des accessoires d\u2019int\u00e9rieur<\/strong><\/h3>\n

Selon notre\u00a0tableau de bord des tendances commerciales<\/a>, la cat\u00e9gorie des meubles a connu l\u2019une des plus fortes croissances des ventes en Asie du Sud-Est \u00e0 l\u2019occasion de la f\u00eate des c\u00e9libataires 2021. Ce constat indique que les shoppers continuent d\u2019investir dans leur int\u00e9rieur, alors que la pand\u00e9mie persiste.<\/p>\n

Les ventes de chaises de gamer ont augment\u00e9 de 72\u00a0% en novembre 2021 par rapport \u00e0 novembre 2020. Celles de bureau ont progress\u00e9 de 16\u00a0%, ce qui laisse supposer que les shoppers cherchent sans cesse \u00e0 am\u00e9liorer leur espace de bureau, que ce soit pour le travail, les \u00e9tudes ou les loisirs.<\/p>\n

Alors que les consommateurs continuent d\u2019accumuler du mat\u00e9riel de divertissement depuis la pand\u00e9mie, les ventes d\u2019armoires et de rangements multim\u00e9dia ont \u00e9galement augment\u00e9 de 66\u00a0% en glissement annuel en novembre 2021.<\/p>\n

\"\"<\/p>\n

Boostez vos profits pendant les \u00ab\u00a0doubles dates\u00a0\u00bb<\/strong>\u00a0<\/strong><\/h3>\n

Pr\u00eat \u00e0 offrir \u00e0 vos campagnes de fin d\u2019ann\u00e9e une strat\u00e9gie full-funnel\u00a0? Dans notre mini-guide marketing des f\u00eates de fin d\u2019ann\u00e9e<\/strong>, retrouvez une foule de tactiques en ligne pour saisir toutes les opportunit\u00e9s de cette p\u00e9riode faste. \u00c0 partir de donn\u00e9es Criteo issues de plus de 22\u00a0000\u00a0annonceurs et de 1000\u00a0milliards de dollars de ventes en ligne, ce document vous livre toutes les cl\u00e9s pour r\u00e9ussir vos campagnes de f\u00eates de fin d\u2019ann\u00e9e, gr\u00e2ce \u00e0 des strat\u00e9gies fond\u00e9es sur une compr\u00e9hension approfondie des tendances du commerce et des besoins des shoppers.<\/p>\n

Pour en savoir plus sur les ventes mondiales de milliers de retailers et mieux comprendre les r\u00e9sultats des \u00ab\u00a0doubles dates\u00a0\u00bb, consultez le tableau de bord des tendances commerciales de Criteo<\/a>.<\/p>\n

<\/a>1<\/sup>MiQ,\u00a0\u00e9tude consommateurs SAPIO, mai 2022<\/sup><\/p>\n","protected":false},"excerpt":{"rendered":"

La f\u00eate des c\u00e9libataires (le 11\/11) approchant \u00e0 grands pas, les sp\u00e9cialistes du marketing peuvent s\u2019attendre \u00e0 ce que les \u00ab\u00a0doubles dates\u00a0\u00bb de cette ann\u00e9e aient un impact consid\u00e9rable sur l\u2019essor de leur client\u00e8le et de leurs chiffres d\u2019affaires. Selon une \u00e9tude de MiQ Asia Pacific, six\u00a0acheteurs sur dix en Inde, en Chine et en […]<\/p>\n","protected":false},"author":9,"featured_media":18056,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"coauthors":[556],"class_list":{"0":"post-18048","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights","8":"criteo-topic-data-and-trends"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","add_faq":false,"hide_post_from_listing":false,"remove_from_internal_search":false,"use_custom_cta":false},"yoast_head":"\nAnalyse 2022 des \u00ab Doubles dates \u00bb : mont\u00e9e en fl\u00e8che des ventes, toutes cat\u00e9gories confondues | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"The biggest shopping event of the year in Southeast Asia continues to grow at speed. 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