"Global recall of 97,000 light rails", "Honeycomb paperboard for desktop", "The shelf of the bookshelf can't withstand the pressure of books", "The sofa is easy to collapse" ... Recently, there have been continuous accusations against IKEA's product quality.
However, raging saliva failed to submerge IKEA. The reporter recently came to the IKEA store in the Shanghai Stadium area, which is still as popular as usual. When entering the purchasing area on the second floor of the mall from the elevator at the entrance of the first floor, due to the large number of customers, you must be cautious when moving forward. In the checkout area, there are at least four or five people in each row.
In fact, IKEA has been nailed to the blacklist, and this has happened more than once. It has been criticized for several times, but its status is undone. Ikea ’s “lucky†can only be explained by one reason: Chinese furniture has not yet emerged a powerful brand phalanx that can compete with foreign legions. Even if IKEA is really "turned down", who can replace it and become the new "king of popularity" in the furniture industry ?
Industry integration is at the time
As early as 2006, China's furniture output value has leapt to the first place in the world, and one fifth of the global furniture trade was completed by China, becoming a global furniture production center. Last year, China's furniture exports amounted to 38.8 billion US dollars, an increase of 15.16% over the previous year. The output value of the whole industry exceeded 1 trillion yuan last year, with an overall increase of 25%.
From the perspective of development speed, China's furniture industry is not unpleasant, but compared with other industries, the furniture industry is not yet able to stand upright and claim to be a "strong industry".
Zhu Changling, chairman of the China Furniture Association, said: "Now the concentration of Chinese furniture companies is not high, it is difficult for a brand to occupy a large market. Based on the industry's total output value of 1 trillion yuan, 1% of the market share is 10 billion yuan. But at present, according to the materials we have, no company can achieve 10 billion yuan in annual output value. "Even the so-called big brands are well known in the industry, but for consumers Very strange.
According to statistics, according to incomplete statistics, there are currently nearly 100,000 furniture companies in the country and at least 150,000 brands. High profits are an important reason for capital-intensive entry into the industry. According to industry insiders, in general cities, there is often a difference of 3 to 4 times the difference between the ex-factory price of furniture and the final sales price, and in first-tier cities, it can even reach as much as 5 times.
The high investment income shows the strong demand for furniture in China , but the excessive pursuit of benefits has also caused chaos in the market, and there are countless people with mixed eyes. Compared with household appliances that are also household products, the maturity of the furniture industry is much lower. In terms of product quality and safety, the overall standard of the furniture industry is not high. For the stubborn illness, the consumer association receives complaints every year, and the furniture industry ranks among the top ones.
From the perspective of industry development requirements, the furniture industry should produce a number of influential and well-known big brands. This is also the inner expectation of consumers, because only in this way will consumers be less confused and more at ease when buying furniture. The reason why IKEA is so popular is because of its strong brand appeal.
Now is the right time for the furniture industry to integrate. On the one hand, using 20 million new couples to marry each year in China, the birth of 16 million new babies each year, and the 1.3 billion Chinese population base to analyze the data, you will find that the furniture market prospects are still bright, and furniture brands have a broad space to grow; another On the one hand, the current upstream real estate market has cooled down due to regulation and control, and the furniture market has also entered a state of stagnation. Consumers ’rational buying behavior has become more rational and cautious. This is actually when the brand effect can manifest most. It's a good time to annex weak and small businesses at a lower cost to strengthen itself. Furniture companies should use this opportunity to improve the quality and make the brand sound.
IKEA Store Management
IKEA is still able to gather popularity under the nuisance, and it also reflects the importance of professional channel management.
In a market where both ends are dispersed, the value of the middle channel will be great. The furniture industry is in this state. "From the demand side, the demand for furniture from every family and individual is very scattered; at the same time, on the supply side, there are not many big manufacturers and big brands, and suppliers are scattered. This kind of market channel plays an aggregation role. The value is particularly great. "Du Yongbo, a partner of Huaxing Capital, said.
Because of this, furniture hypermarkets have a high position in the industry. Although IKEA's products are under its own brand, it actually aggregates a large number of suppliers through contract manufacturing, showing the power of the channel. And even if it is already a target of suppliers, IKEA is still very careful in making channels.
If you come to IKEA with the idea of ​​buying furniture, when you come out, you will not only have furniture on the small ticket you hold, but you will definitely buy pillows, cups and saucers and other soft-fitting products that match the style of furniture, because IKEA products The variety is rich, almost all the household products are exhausted, and each product is integrated into a specific real environment after being matched, which can provide consumers with overall decoration inspiration.
Intimate service and a warm shopping atmosphere are also the main reasons for IKEA to impress consumers. For example, "I am tired and lie on this sofa for a while", "Please sit down and feel the comfort of the mattress" and other prompts are everywhere in IKEA. . It encourages guests to experience the product, even if they take off their shoes and lie on the sofa. It will not be like some merchants to keep the product clean and tidy, and not let customers sit down and experience it.
Because it provides a beautiful shopping experience, IKEA is more like a tourist attraction in the minds of many consumers. Netizens say "I like the environment here. You will feel like you are in a foreign country", "Going to IKEA is shopping Experience, including its food and beverage. My friend and I took a taxi for a couple of tens of yuan to IKEA and allocated a light bulb to the light bought for IKEA. It can be seen that it is not to save money "," I like the integrated feeling of IKEA, from materials and transportation. , The market, the IKEA family is doing ""
In addition to being pleasing to the eye, IKEA's biggest feeling is that it is convenient to shop inside, almost without thinking, which is precisely the most lacking in many furniture stores . At present, there are not many furniture hypermarkets, but most of them are the role of landlords, sitting on the ground to collect rent. The overall style of the mall lacks uniformity, and the layout of the mall is mostly divided according to functions. The furniture sold on the left is modern, but the one on the right is European-style. It feels messy and does not provide good guidance. The role of consumption. Consumers are forced to keep thinking while shopping, and hesitate to start. This tired feeling makes consumers less interested in entering the mall.
IKEA ’s products are not good, but people still ca n’t resist the temptation, which is worthy of deep reflection in the furniture industry: whether to sell products or lifestyle? As long as the furniture store occupies a good market and then advertises it, should it be carefully laid out for a more humane design, reborn, and fully innovated?
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