{"id":292346,"date":"2013-10-29T01:00:00","date_gmt":"2013-10-29T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-consommation-collaborative-une-nouvelle-tendance-qui-seduit-aussi-les-entreprises"},"modified":"2013-10-29T01:00:00","modified_gmt":"2013-10-29T00:00:00","slug":"la-consommation-collaborative-une-nouvelle-tendance-qui-seduit-aussi-les-entreprises","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-consommation-collaborative-une-nouvelle-tendance-qui-seduit-aussi-les-entreprises","title":{"rendered":"La consommation collaborative : une nouvelle tendance qui s\u00e9duit aussi les entreprises"},"content":{"rendered":"
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Prise de conscience sociale ou environnementale, besoin de faire des \u00e9conomies les raisons ne manquent pas pour s’adonner \u00e0 la consommation collaborative<\/strong>. Une tendance plus qu’\u00e9mergente qui commence \u00e0 bousculer les mod\u00e8les traditionnels, \u00e0 tel point que certains grands groupes ont d\u00e9cid\u00e9 de proposer \u00e0 leur tour des solutions alternatives de consommation afin de ne pas perdre leurs clients et au contraire d’en s\u00e9duire de nouveaux.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La consommation collaborative d\u00e9sormais \u00e0 grande \u00e9chelle<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Si le terme de consommation collaborative se r\u00e9v\u00e8le aux yeux du grand public et des m\u00e9dias, son principe, lui, n’est pas nouveau. Troc, \u00e9change, partage, location, achat group\u00e9 tous ces mod\u00e8les existent depuis bien longtemps avec comme d\u00e9nominateur commun la primaut\u00e9 de l’usage sur la possession. Mais si tous ces mod\u00e8les connaissent aujourd’hui un essor sans pr\u00e9c\u00e9dent, c’est parce que la consommation collaborative r\u00e9pond \u00e0 des pr\u00e9occupations actuelles comme le besoin de r\u00e9aliser des \u00e9conomies, la prise de conscience environnementale ou encore l’envie de cr\u00e9er du lien social<\/strong>. Et surtout, tout cela a \u00e9t\u00e9 rendu possible \u00e0 la fois simplement et \u00e0 grande \u00e9chelle gr\u00e2ce aux possibilit\u00e9s offertes par les nouvelles technologies, via Internet ou les r\u00e9seaux sociaux. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De multiples solutions dans pratiquement tous les secteurs de l’\u00e9conomie<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La consommation collaborative doit aussi son succ\u00e8s aux multiples solutions pratiques qu’elle offre dans pratiquement tous les secteurs de l’\u00e9conomie<\/strong>. Envie de partager les frais de sa voiture ? Pensez covoiturage. Etre h\u00e9berg\u00e9 pour les vacances ? Vous pouvez d\u00e9sormais r\u00e9server en ligne aupr\u00e8s de particuliers gr\u00e2ce \u00e0 des plateformes comme AirBnB, demander un h\u00e9bergement gratuit gr\u00e2ce au couchsurfing ou encore proposer l’\u00e9change de maisons le temps d’un \u00e9t\u00e9. Louer un outil pour le bricolage ou la cuisine ? Il y a pour cela de nombreux sites comme Zilok par exemple. Achats group\u00e9s aupr\u00e8s de producteurs locaux ? Vous avez le choix entre les AMAP, La Ruche qui dit oui et bien d’autres encore. On peut m\u00eame de nos jours investir en commun dans des projets gr\u00e2ce au financement participatif (plus connu sous sa traduction anglophone de crowdfunding), qui permet de solliciter la participation financi\u00e8re de tout un chacun pour toute sorte de projets. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un mod\u00e8le \u00e9conomique en \u00e9mergence<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Aussi louables soient toutes ces initiatives, bien souvent derri\u00e8re existent d\u00e9sormais des mod\u00e8les \u00e9conomiques bas\u00e9s sur un syst\u00e8me de commission sur les \u00e9changes ou sur la publicit\u00e9. Et quand on sait par exemple que la plateforme de covoiturage BlaBlaCar compte plus de 2,5 millions de membres<\/strong>, cela donne une id\u00e9e des perspectives \u00e9conomiques que ce syst\u00e8me peut g\u00e9n\u00e9rer. Surtout que selon une \u00e9tude de Illigo, 87 % des urbains estiment que cette tendance de consommation conna\u00eetra un d\u00e9veloppement certain dans les ann\u00e9es \u00e0 venir. La consommation collaborative a m\u00eame son salon, le OuiShare Fest, qui a eu lieu \u00e0 Paris en mai dernier ! En plus, la tendance n’est pas que franco-fran\u00e7aise, elle est internationale. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’\u00e9conomie dite traditionnelle r\u00e9agit<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Face \u00e0 tous ces enjeux, les entreprises de l’\u00e9conomie dite traditionnelle commencent \u00e0 s\u00e9rieusement s’int\u00e9resser au ph\u00e9nom\u00e8ne de la consommation collaborative. Parce que c’est un message fort envoy\u00e9 par tous les membres de ces mouvements qui souhaitent consommer diff\u00e9remment en changeant les r\u00e8gles du jeu. Selon Philippe Moati, copr\u00e9sident de l’Observatoire Soci\u00e9t\u00e9 et Consommation (l’Obsoco), \u00ab L’essor de la consommation collaborative [] est un signal d’alarme qui doit les engager \u00e0 r\u00e9viser un mod\u00e8le dominant qui […] aujourd’hui s’essouffle. […] La consommation collaborative constitue pour eux une formidable opportunit\u00e9 de rebond, voire de cr\u00e9ation de nouveaux courants d’affaires. \u00bb D\u00e8s lors, plut\u00f4t que de combattre ces mouvements, certains industriels et distributeurs ont donc d\u00e9cid\u00e9 de s’int\u00e9resser \u00e0 ces nouvelles tendances en proposant des initiatives originales comme Intermarch\u00e9<\/a>, Castorama, Ikea, qui proposent \u00e0 leurs clients de \u00ab covoiturer \u00bb pour se rendre dans leurs magasins. L’enseigne Auchan, elle, a choisi de s’associer avec la plateforme am\u00e9ricaine Quirky pour permettre \u00e0 ses clients d’inventer de nouveaux produits. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quelques chiffres :
– Blablacar compte plus de 2 millions de membres
– Airbnb a vendu 10 millions de nuit\u00e9es dans le monde en 2012
– La Ruche qui dit oui : 70 000 membres
– Plus de 2 000 machines en ligne sur \u00ab La machine du voisin \u00bb
– Quirky regroupe 300 000 individus contributeurs et inventeurs <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Source : Site de l’APCE – 01\/03\/2013<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Prise de conscience sociale ou environnementale, besoin de faire des \u00e9conomies les raisons ne manquent pas pour s’adonner \u00e0 la consommation collaborative. Une tendance plus qu’\u00e9mergente qui commence \u00e0 bousculer les mod\u00e8les traditionnels, \u00e0 tel point que certains grands groupes ont d\u00e9cid\u00e9 de proposer \u00e0 leur tour des solutions alternatives de consommation afin de ne 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