English name: IKEA
Number of employees:104,000 (2006)
Promotion slogan: Life begins at home.
Official website: /zh/
[Edit this paragraph] Introduction to IKEA
IKEA was founded in Sweden on 1943. "Creating a better daily life for most people" is the direction that IKEA has been striving for since its establishment. The IKEA brand has always been committed to improving people's quality of life, and adheres to the business purpose of "providing as many customers as possible with household items with reasonable prices, excellent design, complete functions and low prices".
While providing all kinds of beautiful and practical household items that ordinary people can afford, IKEA strives to build a business model centered on customers and social interests, and is committed to environmental protection and social responsibility. Today, IKEA Sweden has become the largest furniture and household goods merchant in the world, and its sales mainly include about 65,438+00,000 products such as chair/sofa series, office supplies, bedroom series, kitchen series, lighting series, textiles, cookware series, home storage series and children's products series.
At present, IKEA has 240 shopping malls in 34 countries and regions around the world, including 6 in China, which are located in Beijing, Shanghai, Guangzhou, Chengdu, Shenzhen and Nanjing. Ikea's purchasing mode is global, and it has established 16 purchasing trade zones around the world, including three in China, namely South China, Central China and North China. At present, the purchase volume of IKEA in China has accounted for 65,438+08% of the total, ranking first among IKEA purchasing countries. According to the plan, by 20 10, there will be 10 retail malls in China, and the required storage capacity will be expanded from the current 654.38+10,000 cubic meters to more than 300,000 cubic meters. China has become IKEA's largest purchasing market and one of the most important business growth spaces, and plays an important role in IKEA's global strategy.
Ikea's purchasing model
IKEA's purchasing model is global. IKEA products are purchased from the trading area, distributed to 26 distribution centers around the world, and then distributed to IKEA stores around the world. Ikea's purchasing concept and supplier evaluation mainly include four aspects: continuous price improvement; Strict supply performance/service level; Good quality and healthy products; Environmental protection and social responsibility (hereinafter referred to as Iway- Ike Away purchasing household products IKEA's requirements for purchasing household products are IKEA's policies on environmental protection, working conditions, child labor and forest resources for suppliers).
IKEA has set up 46 trade representative offices in the 16 procurement trade zone in 32 countries around the world. The staff of the Trade Representative Office evaluates suppliers according to IKEA's best purchasing concept, coordinates the relationship between headquarters and suppliers, implements product purchasing plans, monitors product quality, and pays attention to suppliers' environmental protection, social security system and safe working conditions. Today, IKEA has about 1300 suppliers in 53 countries around the world.
[Edit this paragraph] IKEA brand belief
In order to emphasize the democratic idea of alliance between employees and customers, 1976, kamprad wrote The Belief of a Furniture Dealer, which became the Bible of IKEA. He reiterated it over and over again. Part of creating a better life for most people includes breaking the restrictions of status and tradition and becoming a freer person. To do this, we must be different. Even in the 1990s, when IKEA accelerated its global development, it tried to maintain its original corporate culture. Kamprad said directly: IKEA has always adhered to its important tradition, because this is not Swedish culture, but company culture. Otherwise, employees in other countries will not feel that they belong to IKEA. In addition to bringing simple, beautiful and reasonably priced products to the global market, IKEA also spreads the Nordic spirit of equality and freedom to all places. For young people, IKEA is more lethal than the practicality of products. No one can ignore such a general trend: everyone is eager to be the protagonist and dominator.
Brand religion
In terms of brand strategy, IKEA is also doing the opposite. In September 2005, in the list of the best brands in the world jointly published by Businessweek and Interbrand, IKEA ranked 42nd, with a brand value of $7,865,438+$700 million. Prior to this, IKEA has been ranked among the top 50 best brands in the world for three consecutive years. Incredibly, IKEA rarely invests in advertising.
In fact, the real core of IKEA brand is to make customers become brand communicators, not rigid advertisements. Just like a British media comment on IKEA: it is not just a shop, it is a religion; Not selling furniture, but building dreams for you. Ikea knows the way of word-of-mouth communication, which seems primitive and clumsy, but it is efficient and perfect. Ikea is the church of this brand religion. The 223 IKEA stores around the world are churches that walk around. IKEA employees are the clergy of this brand religion. Pass on a set of life attitude and value style to the members through systematic training and value edification? d？ D More than 300 million customers enter IKEA every year.
In order to make more customers become brand communicators of IKEA, an important strategy of IKEA is to sell dreams instead of products. In order to do this, IKEA not only provides extensive, beautifully designed, practical and low-priced products, but also combines products with public welfare undertakings. About 10 years ago, IKEA Group began to participate in environmental protection issues in a planned way, involving materials and products, forests, suppliers, transportation, shopping mall environment and so on. Now, IKEA is the first to pass forest certification, which is a popular international eco-environmental certification, including forest management certification and chain of custody audit of production and marketing. Ikea even said that it would not ignore social phenomena such as child labor, racial discrimination and the use of illegal wood from primitive natural forests.
For a long time, the main force that IKEA relies on to spread its brand is the IKEA Catalogue. Many people compare it to printing more books than bibles. In fact, its communication effect is comparable to that of the Bible. This booklet, which was born in 195 1, has obvious mail order characteristics. However, kamprad gradually turned it into a sermon manual for a new life. These catalogues not only list the photos and prices of the products, but also fully display the features of IKEA products from the aspects of functionality and aesthetics through the careful design of designers, from which customers can find inspiration and practical solutions for home layout. At the beginning of September every year, at the beginning of the new fiscal year, IKEA will distribute beautifully made catalogues to consumers free of charge. In 2005, IKEA Catalogue * * was published in 25 languages, with1600,000 copies, totaling 52 versions.
Ikea also has a unique strategy, adopting the brand of integrated brand model, that is, having brand, design and sales channels. In terms of product brands, IKEA divides the company's more than 20,000 products into three series: IKEA office, home storage and children's IKEA. With the strong support of IKEA brand, more than 20,000 products have established their own brands. From Sandomon sofa to EXPEDIT bookcase; From FAKTUM cabinet to MOMENT dining table; Champagne glasses as small as a dollar, JULEN.
[Edit this paragraph] Business philosophy
A better daily life
Ikea's business philosophy is to provide all kinds of beautiful and practical household items that ordinary people can afford.
In most cases, well-designed household items are usually provided to a few people who can afford them. From the beginning, IKEA chose a different path. We decided to take the side of the public. This means responding to the needs of people all over the world for household goods: the needs of people with different needs, tastes, dreams, wishes and incomes; The needs of people who want to improve their families and daily lives.
It's not difficult to produce exquisite furniture: just pay the customer. It is not so simple to produce beautiful and durable furniture at a low price-it needs to find another way. This is about finding simple solutions and saving in various ways.
production line
The IKEA range is diverse in several ways. First of all, IKEA has a wide range of functions: from plants and living room household items to toys and the whole kitchen, you can find everything you need to decorate your home. Secondly, there are many styles of IKEA products. Romantics will find what they need like minimalists. Finally, a harmonious product line can be described as at the same time and always in different functions and styles. No matter which style you like, there is always something for everyone.
Anyone can make high-quality products at high prices or low-quality products at low prices. However, if we want to make good products at low prices, we must find cost-saving and innovative ways. Therefore, at IKEA, we do things in a somewhat different way.
low price
Low price is the cornerstone of IKEA's ideals, business ideas and concepts. The basic idea behind all IKEA products is that everyone can buy all kinds of beautiful and practical household items at low prices. We constantly strive to make everything better, simpler, more efficient and always more cost-effective.
Swedish tradition
Swedish design method is also the basis of IKEA product range. So far, the IKEA product range has been developed in Sweden. Through the choice of colors and materials, although the IKEA product line is not the most popular, it is modern, practical and still beautiful. It is a people-oriented product suitable for children and represents a fresh and healthy Swedish lifestyle. These methods are closely related to the origin of IKEA in Smolan, southern Sweden, where people are famous for their diligence, frugality and full use of limited resources.
IKEA is developing steadily and rapidly. In 60 years, it has grown to 65,438+080 chain stores in 43 countries, with more than 70,000 employees. In fiscal year 2003, IKEA achieved sales revenue of 1 1 billion euros, and its net profit exceeded1/billion euros, making it the largest household goods retailer in the world.
[Edit this paragraph] IKEA souvenirs
1926
Ingvar kamprad, founder of IKEA, was born in Smaran, southern Sweden.
He grew up on Elmtaryd farm near the small village of Agunnaryd. Ingvar was determined to start his own company when he was young. At first, he sold matches to his neighbors by bike. He found that buying matches in bulk from Stockholm can get very cheap prices, and then retailing at very low prices, and he can still make a lot of profits from it. Later, his business scope continued to expand and he began to sell fish, Christmas tree decorations, seeds, ballpoint pens and pencils.