At present, there are three IKEA in Shanghai. Xuhui IKEA opened first, then Beicai IKEA, and finally Baoshan IKEA. Baoshan IKEA is the largest and only IKEA cafe. You can try. Xuhui shopping mall has just opened for more than ten years and is relatively old. Because it is a chain store, the goods in the mall are actually the same. In fact, you can choose nearby. If it's similar, you can go to Baoshan IKEA.
Shanghai IKEA Co., Ltd. was incorporated in Shanghai Industrial and Commercial Bureau on August 25th, 20001,and its legal representative is Zhu Changlai. The business scope of the company includes the retail of furniture, household goods and other related products within the scope of IKEA products in the form of supermarkets, including daily necessities.
Brand concept
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 store, it is a religion; Not selling furniture, but building dreams for you.
Ikea is well versed in word-of-mouth communication, and its operation seems primitive and clumsy, but it is actually efficient. Ikea is the church of this brand religion. The 223 IKEA stores around the world are scattered churches, and IKEA employees are the clergy of this brand religion. After systematic training and value edification, they have conveyed a set of life attitude and value style to the parishioners, that is, more than 300 million customers who enter IKEA every year.