? The reason why I work hard is not only for the long-term IKEA, but also for making it a company independent of any country. ?
Watches from founding 17 to 84 years old, from individual ownership to foundation ownership, from Sweden to Holland and Ingvar via Denmark. Can IKEA in kamprad avoid harm from family or country and become an enduring and detached enterprise empire?
17-year-old boy starts a business.
Ingvar kamprad was born in a peasant family in Sweden on 1926. From 65438 to 0896, kamprad's grandfather assim bought 449 hectares of land (forests and farms) and moved from Germany to Sweden. Acim committed suicide in 1897 because the bank refused to lend money because of insufficient operating funds. Kamprad's grandmother shouldered the burden of running the farm and raising three children by herself. 19 18 kamprad's father Franz took over the farm.
Perhaps because of money, my grandfather committed suicide, and my father often said that the farm could not be done because of lack of money. Since childhood, kamprad has started to do some small wholesale and retail businesses. At the age of 5, kamprad sold matches to nearby families; At the age of seven, he began to sell goods to families in a wider area by bicycle. He found that he could buy a lot of matches in Stockholm at a low price by mail order and then sell them separately at a very low price. Starting with matches, he expanded to sell flower seeds, greeting cards and Christmas tree decorations. The little boy found great pleasure in making money from sales: it's a surprise, and you will feel this way when you find that you can buy all kinds of things so cheaply and then sell them at a slightly higher price. ?
1943 before entering Gothenburg business school, kamprad used a sum of money given by his father? Study bonus? Created IKEA. Before 1948 made the first furniture advertisement, kamprad made Christmas cards, fountain pens and other small things. Due to the success of the original furniture (a chair and a coffee table), kamprad began to print book titles? Ikea newsletter? The tabloid (195 1 officially developed into IKEA's catalogue, with nearly 200 million copies printed in 56 editions in 27 languages in 2009). 1948, IKEA had its first employee, but it was actually a one-person company in kamprad. The family members and several employees who joined in succession mainly played the role of helpers.
From Sweden to the world
The founder's pride comes from the opportunity and the help of talented collaborators. 195 1 After a day and a half of continuous conversation, kamprad hired a right-hand man, Sven? Hansen. 1952, kamprad and Hansen decided to adopt the long-term furniture business model of exhibition to solve the problem that the vicious price war in the past led to the decline of product quality and lost the trust of consumers. Ikea cleared all kinds of small goods and began to focus on furniture. In March, 1953, the first IKEA showroom furniture mall opened in Amholt, Sweden. For the first time, customers can see and touch IKEA products before ordering. Ikea furniture management, which combines mail order industry and furniture mall, was formally born.
The IKEA store has been a great success. At present, IKEA contains about 9,500 household items. Every product is developed by IKEA (IoS) in Sweden. As of April 20 10, * * there were 3 10 IKEA stores in 38 countries and regions.
In 20 10, IKEA announced its financial situation in the form of annual report summary for the first time. The fiscal year of IKEA is from September 1 to August 3 1. In fiscal year 2009, the sales volume was 21800 million euros and the net profit was 2.5 billion euros. In fiscal year 20 10, IKEA's sales reached 23 1 100 million euros.
Follow the trend and grow in adversity
? The way of IKEA? Like its founder kamprad, he was born in Smaran, a barren land in southern Sweden. Due to lack, people try their best to make full use of limited resources. Based on this way of doing things, IKEA has formed a management way to make the best use of raw materials and provide quality products at affordable prices.
Low price is the cornerstone of IKEA's ideals, business ideas and concepts. Starting from 1950, due to IKEA's low price strategy, the Swedish National Furniture Dealers Federation began to ban IKEA from participating in furniture exhibitions. Kamprad responded by registering a series of new companies. Some furniture manufacturers secretly supply IKEA with anonymous and false addresses. At the same time, they changed the style of furniture slightly according to IKEA's suggestion, so that people could not identify the supplier of the goods. On 1954, the Swedish National Federation of Furniture Dealers issued an ultimatum to furniture manufacturers: if any furniture manufacturer supplies IKEA, members of the Federation will no longer buy their furniture. But IKEA insists on itself? Cheap and good quality goods? The role of price killer in furniture industry.
1955, IKEA printed the cover of more than 500,000 catalogues sent. Dream home, dream price? Slogan. Ikea is popular with consumers and has the ability to treat suppliers better than its peers: other furniture dealers generally adopt a payment cycle of 3 months to 4 months, while IKEA's payment cycle is 10 day. Maybe it belongs to another furniture dealer? Restrictions? And then what? Negative competition? Ways to promote IKEA's innovative management and competitiveness. At first, IKEA furniture formed its own style entirely to avoid the resistance of the furniture dealers' Federation. Kamprad said? We are forbidden to buy the same furniture as others, so we design our own style, which gives us our own style and brand. ? Ikea has launched its own brand and style of household goods, and has not hired any professional furniture designers. Lundgren, the first designer of IKEA, was actually a young draftsman of an advertising company. He can quickly draw a picture of kamprad's ideas. Lundgren and kamprad visited furniture manufacturers together, observed the production process and put forward suggestions for improvement.
Sweden is the country with the highest welfare in the world, and the rich and the poor will also receive social care. Caring for the poor and creating a better daily life for the public has also become the ideal of IKEA. Anyone can make high-quality products at high prices or low-quality products at low prices. However, in order to make good products at low prices, we must find ways to save costs and innovate. There is a huge black hole between good products and products that people can afford, and it is here that IKEA finds its huge development space.
? The reason why I work hard is not only for the long-term IKEA, but also for making it a company independent of any country. ?
Watches from founding 17 to 84 years old, from individual ownership to foundation ownership, from Sweden to Holland and Ingvar via Denmark. Can IKEA in kamprad avoid harm from family or country and become an enduring and detached enterprise empire?
17-year-old boy starts a business.
Ingvar kamprad was born in a peasant family in Sweden on 1926. From 65438 to 0896, kamprad's grandfather assim bought 449 hectares of land (forests and farms) and moved from Germany to Sweden. Acim committed suicide in 1897 because the bank refused to lend money because of insufficient operating funds. Kamprad's grandmother shouldered the burden of running the farm and raising three children by herself. 19 18 kamprad's father Franz took over the farm.
Perhaps because of money, my grandfather committed suicide, and my father often said that the farm could not be done because of lack of money. Since childhood, kamprad has started to do some small wholesale and retail businesses. At the age of 5, kamprad sold matches to nearby families; At the age of seven, he began to sell goods to families in a wider area by bicycle. He found that he could buy a lot of matches at a low price by mail order in Stockholm and then sell them separately at a very low price. Starting with matches, he expanded to sell flower seeds, greeting cards and Christmas tree decorations. The little boy found great pleasure in making money from sales: it's a surprise, and you will feel this way when you find that you can buy all kinds of things so cheaply and then sell them at a slightly higher price. ?
1943 before entering Gothenburg business school, kamprad used a sum of money given by his father? Study bonus? Created IKEA. Before 1948 made the first furniture advertisement, kamprad made Christmas cards, fountain pens and other small things. Due to the success of the original furniture (a chair and a coffee table), kamprad began to print book titles? Ikea newsletter? The tabloid (195 1 officially developed into IKEA's catalogue, with nearly 200 million copies printed in 56 editions in 27 languages in 2009). 1948, IKEA had its first employee, but it was actually a one-person company in kamprad. The family members and several employees who joined in succession mainly played the role of helpers.