1976 When IKEA was founded for 30 years, founder Ingvar Kamprad issued an oath of furniture manufacturer. He said, "The true IKEA spirit is composed of our enthusiasm, our persistent innovation spirit, our cost consciousness, our desire to take responsibility and help others, our professionalism and our simple behavior." "Creating a better daily life for the masses" is the mission of IKEA. Not from products, not from brands, but from the public. This starting point is superior. In fact, IKEA also practices this concept in terms of products and store layout. So many people regard visiting IKEA as their daily enjoyment, which proves how much energy IKEA has invested in this aspect.
Second, it has a unique business model.
Ikea's retail model, especially furniture retail, is different from other brands' competitive advantages and provides enough extreme experience in its unique business model. IKEA's business model in the furniture industry is subversive. Although all the models were not made at the same time, they achieved great success at every major decision point.
For example, the obvious characteristics of IKEA, such as huge space and super-large categories, are really eye-opening, and you can see all kinds of interesting and beautiful furniture. In fact, it is assemblable furniture, which is particularly attractive to young consumers. Optional, consumers have full freedom, no shopping guide, no monitoring, consumers can completely relax themselves and enjoy this time. These decisions have formed a brand image that is completely different from the traditional furniture industry today. After decades of precipitation, newly established companies are by no means easy to imitate.
Third, a reasonable and efficient shopping mall layout.
Every product display and space collocation presented in any IKEA store is a scene after strong data analysis, as well as the experience of managers and teams, localized investigation and research. Starting from the door, there will be a Hall heartbeat product that has been tested and put in countless times, waiting for you to enter "Shut up! After the rhythm of "take my money", there are about 50 model rooms, and various styles and pricing impact your visual experience and wallet thickness. The purpose of IKEA stores is to sell, sell, sell! Let more tourists become customers and let customers buy more things.
Walking through the model room and arriving at the single product area, your choice will no longer be vague and hesitant, and you can easily choose one in ten million, because the classification and pricing given to you are enough to make every decision not a wrong choice. In IKEA stores, after everyone enters the store, the whole purchase process is clearly recorded by all kinds of dark equipment on the ceiling. Your surprise, comparison, hesitation, decision and other behaviors are all valid data for IKEA's in-depth analysis, which can make more reasonable and efficient store sales in the future. IKEA stores will divide the whole store into the hottest zone/hot zone/cold zone, so as to make a more reasonable layout of IKEA products. Ikea selects the best-selling products from the product matrix and arranges them in super-hot areas to increase sales and profits; According to the "28" principle, plan hot spots for conventional products and unpopular goods; Cold areas use a small amount of heartbeat products to improve heat and so on.
Corporate vision, business model, product matrix and shopping mall layout have all undergone rigorous scientific analysis, and the final decision is designed around people and consumers, so consumers can get a very good shopping experience when they enter IKEA. An obvious feature of domestic stores is that everything starts from itself and consumers are the second. Sometimes for their own benefit, consumers' shopping experience is sacrificed, unlike IKEA, which attaches great importance to the research and analysis of consumers' buying industries and habits. It is precisely because of this difference in concept and starting point that even though IKEA has been in China for nearly 20 years, there is no China version of IKEA, and traditional home stores rarely learn from IKEA and learn from its experience. However, in this era of transformation and survival, the successful IKEA model is really worth learning and thinking about.