From the perspective of enterprise operation every year, whether it is product innovation or marketing activities, there are always some outstanding performances.
According to Daicai's research, IKEA has made remarkable achievements in the past few years. Dozens of shopping malls have contributed more than 654.38+0 billion in revenue and hundreds of millions of visitors a year, which is the goal pursued by many companies.
Some of their past practices are worth learning, but they may be difficult to catch up with. However, we can look at some of their future plans and learn something from them more or less.
As early as August, IKEA China held the "Unlimited Value of Home" meeting in Shanghai for the 20021fiscal year. According to the information disclosed by the on-site executives, IKEA will have a package of actions in the coming year.
For example, it plans to continue to expand online channels and explore online and offline retail; For example, we will continue to open new stores, focusing on Shanghai, Fuzhou, Nanning, Kunming and Greater Bay Area.
There is also a "Tomorrow Shopping Mall" project, that is, the IKEA store in Xuhui, Shanghai, which will also be officially launched.
Small shopping malls and city shopping malls continue to be valued by IKEA. It is expected that they will explore the Guangdong market in Shanghai and Greater Bay Area, but it is not clear whether they will continue to expand to more cities.
In terms of services, IKEA emphasizes the whole house design service, that is, providing consumers with integrated home improvement solutions and professional peer-to-peer services.
According to public information, this service starts from 20 19, and the in-store designers provide customers with one-on-one service, from design scheme to furniture delivery, assembly and recycling, realizing whole house design and one-stop packaging.
According to public information, IKEA's shopping malls have arranged special whole-house design centers, and customers can call for advice. All products can be purchased online, and IKEA members can return them within 365 days.
In the next year, IKEA has a move worthy of everyone's attention, that is, they will continue to add products with lower prices. It is estimated that there will be more than 250 products with lower prices next year, accounting for about 5% of the overall SKU. And will launch more than 2,000 new products in China.
According to the official statement of IKEA, price reduction is not a promotion, but through industrial chain optimization and technical improvement, the production and packaging costs of goods are reduced, thus reducing prices.
Zhang Lina, vice president of IKEA China business, also cited an example. In fiscal year 2008, the price of BILLY bookcase was 1 0,399 yuan, and it will be reduced to 999 yuan, 5438+0 in fiscal year 2026. There are also 599 yuan Bonn armchairs, which will be reduced to 399 yuan.
According to the research of bulk materials, the price of explosives continues to decrease, which may attract more buyers and squeeze the market share of peers. Of course, IKEA must ensure that the product quality will not be compromised after the price reduction.
It seems that it is more than the price. In fact, this battle can still be won if you want to fight longer. The test is the level of cost control, as well as the operation of many links such as supply chain and technology, not just price reduction.
Last year's future+ strategy will continue this year, that is, through the integration of various store models and online and offline channels, the accessibility of IKEA will be enhanced, and more digital solutions will be introduced to give consumers a better shopping experience.
And there are some auxiliary methods, such as introducing vegetarian meatballs and replacing meat raw materials with plant-based ingredients. By the beginning of 20021,the proportion of customer delivery orders covered by electric vehicle delivery services has increased from the current 70% to 90%, and the number of 100% electric vehicle delivery cities has increased from 5 to 17.
In the last fiscal year, from September 20 19 to August 2020, the global retail sales of IKEA reached 36.7 billion euros, up 5% year-on-year. In China market, 28 IKEA stores operated by Ingka China received tourists1080,000 person-times, with sales of157.7 billion yuan.
IKEA has opened seven new stores in Chinese mainland, including standard stores in Guangzhou, Zhengzhou, Guiyang, Changsha and Qingdao, as well as Yangpu Shopping Mall and Jing 'ancheng Store in Shanghai.
In terms of digitalization, IKEA has launched a special APP and Tmall flagship store. The results are also quite impressive. For example, on the first day of the launch of the IKEA Tmall flagship store, the number of fans exceeded 340,000, and it reached 1 10,000 in the first week of opening.
Therefore, the research on large materials is summarized. You can refer to 157 billion IKEA wants to grab business on Tmall. Let's see what this store manager is like. ”》
IKEA Shopping APP is also quite successful, with daily active users reaching 1.5 million. Many stores can't do this, mainly because there are many high-frequency products on IKEA, and the possibility of users buying them several times a year is widespread.
Moreover, during this year's epidemic, online sales increased rapidly, and online sales increased by 67% year-on-year.
For a long time before, IKEA's online business made slow progress, and the big turning point occurred at 20 18. First, we used small programs to sell goods, and the effect was good.
Then, e-commerce services were opened in 35 cities, mainly in Jiangsu, Zhejiang and Shanghai, and then increased to 149 cities.
Later, it was the strategy of operating an APP and opening a flagship store in Tmall. The pace is very fast, and the investment has increased significantly.
In the past two years, IKEA has achieved good results in the field of e-commerce, and it is a role that comes from behind.
This is closely related to the low-cost advantage that IKEA has been focusing on. Online sales still attach great importance to price and brand appeal. IKEA has a relatively loud brand endorsement, which is basically all-inclusive from first-and second-tier cities to fourth-and fifth-tier cities.
According to the observation of Daima Research, IKEA is still exploring new marketing practices. For example, in August this year, after the opening of IKEA Shanghai Jing 'an City Store, a Red Day event was specially held for Little Red Book "Potato" Day, and 60 Little Red Books KOC came to the city store to punch in and release videos, pictures and other notes.
Blogger "Little Salt" also had a live experience of food production, and made meatball spaghetti hot dogs and alcohol-free mojito under the guidance of the chef.
This activity is an activity day specially set up by IKEA for small red book users, with the help of accumulating user reputation. Prior to this, Xiaohongshu led bloggers to participate in the media open day of IKEA City Store on July 2 1, and the notes shared at that time played a role in enhancing the popularity of the store and helping drainage.
In specific operations, IKEA should also set up photo punching points to guide users to take photos and punch in these places. Users can also scan and paste the QR code next to the punching point, jump to the relevant special page of Little Red Book "IKEA" and post punching notes.
From all kinds of information, Dema Research believes that IKEA's new offensive in China market will reflect the following characteristics:
1. In cities with more than two shopping malls, IKEA may not open big stores, but choose second-and third-tier cities to make up for the gap. But the speed will not be very fast, and the growth rate of several companies may be maintained every year.
2. In cities where big stores are relatively stable, IKEA will choose some cities with huge household consumption potential and it is difficult for big stores to fully cover them, and explore the layout of small shopping malls.
However, it will not be popularized on a large scale, but will be copied after small steps of trial and error and accumulated experience. It is expected that the new adjustment will not be seen until FY 2020.
3. There is not much innovation left for IKEA in the operation mode of offline shopping malls. It is estimated that it will continue to improve on the existing basis, such as reducing logistics costs and increasing free shipping opportunities; Improve the service level, output ability and transformation ability of the whole house design.
4. The integration of online and offline is regarded as the key point by IKEA, which competes for online traffic on one hand and converts online and offline traffic on the other.
Like official website traffic and self-media traffic before IKEA, IKEA will continue to catch new traffic and find ways to catch new traffic. For example, investment in platforms such as Little Red Book and Tik Tok will increase.
In the China market for more than 20 years, IKEA's online drainage work has never stopped, and it has been very successful and tasted the sweetness. An important manifestation is the number of visitors to official website, which exceeded 75 million a few years ago.