In China, no brand can compete directly with IKEA at present. But there are still many similar competitive brands (JYSK, BTW, EM, MIO, etc. ) In the Nordic market, COMFROMA in France is the largest, and its market share in southern Europe such as Italy, Portugal and Spain is relatively small.
So why doesn't IKEA have a similar direct competitor in China? Or, compared with domestic home brands, what does IKEA do to make consumers choose him?
1, starting from the user. The mission of IKEA is to "create a better daily life for the masses", not from products and brands, but from users. Everything starts from the user, and then consider what kind of products to provide. For example, if users don't know what they want, IKEA will give you several different styles to choose from, and you can take the whole set of furniture home directly if you choose which style. At the same time, in expanding the layout, choosing the location of stores, providing products and even making product catalogues, we also take users as the starting point to understand, learn and adapt to local culture. IKEA offers different products in different regions.
2. concept. Ikea is not a place to simply sell furniture. What people need is not a pile of furniture, but a feeling of home, and more importantly, the environment and atmosphere. Therefore, IKEA will publish a catalogue and advocate giving families more possibilities. Instill an idea into the user.
3. The price is low. IKEA products always give people the feeling of "good quality and low price". In the words of consumers, it means "I used to sell things to supermarkets, but now I go to IKEA, and things are cheap and have a sense of design". And some products designed for small huxing are loved by young consumers. So how does IKEA achieve low prices? There is only one secret-perfect supply chain management. Controlling all links in the supply chain and reducing the cost of each link is the core advantage that IKEA has always said. Take the simplest example: flat packaging, in which users take the removed furniture parts home and assemble them themselves, which is convenient to carry and reduces the storage and logistics costs.
4. design. "Design a better home with heart" and "democratic design" are the slogans put forward by IKEA in recent years, and aesthetics and practicality are the highest standards of design. According to the design manager of IKEA, IKEA designs nearly 2000 new products every year, including the improvement of existing products.
5. Experience marketing. IKEA belongs to experiential marketing. It doesn't show its own products alone, but builds different scenes to make you feel substituted (similar to the model room of real estate developers). In this way, users can deeply understand the warmth and intimacy of Yijia, thus promoting users' purchase.
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