Physical stores like IKEA can still attract many offline consumers

"Physical stores like IKEA can still attract many offline consumers," said Bruno, a global partner at Bain Corporation?Lana(BrunoLannes)It is believed that "in order to discover differentiated products and shopping experiences between online and offline, brand merchants need to integrate both methods for synchronous and coordinated development in the future."
As early as1998IKEA entered the Chinese market in, but has been lukewarm and lukewarm. In the first ten years, only3Home store.Combination sofaThis may be related to its unique business model: it needs to invest huge costs in the early stage to buy land and build its own shopping mall. Taking the first Shanghai store as an example, IKEA spent a lot of money on it6000Ten thousand US dollars for investment and construction.
IKEA relies on low prices to grow and strengthen in Europe, in addition to competing withOEM(OEM production)In addition to supplier cooperation, competition among suppliers is also encouraged. IKEA tends to give orders to manufacturers with lower overall prices. In order to further reduce prices, IKEA will continuously adjust the distribution of its production orders globally based on changes in sales of different products worldwide.
After entering the Chinese market, IKEA also brought this approach in. As of2009 Of 11 Over the course of the year, IKEA's average product prices in the Chinese market have decreased by approximately 50%. In the past five years, the prices of these products have been lowered again 15% . The IKEA official website explains the price reduction as a decrease in raw material and logistics costs, as well as an increase in sales volume.
After years of accumulation, IKEA's popularity in China has gradually opened up. Currently, IKEA has18IKEA announced last year that it plans to develop at a rate of three stores per year in the future.