IKEA Asia Pacific Procurement Center China Trade Center South China Headquarters Settled in Shenzhen Europe City IKEA Shenzhen Mall and China South Trade Center broke ground yesterday. After the project is completed, it will become IKEA Asia Pacific Procurement Center.
The entire 'European City' project will be constructed one after another before the beginning of next year and will open in early 2008.
Shenzhen IKEA (IKEA) is the project with the largest land area and construction area.
It is understood that the European City will also gather the other three major retail giants in Europe - B&Q in the UK, Metro in Germany, and Decathlon in France. They intend to use Shenzhen as an important part of their procurement and circulation links, either as a procurement center or as a region.
The headquarters will be moved to Shenzhen.
After 4 years of establishment in Shenzhen, IKEA will have 4 stores opened in mainland China by the end of this month.
In Guangdong, IKEA currently only has one store in Guangzhou.
'I thought this day would never come, but today it finally happened.
’ IKEA Asia Pacific President Du Fuyan’s speech at the opening ceremony reflected the tortuous journey of the project.
Ye Minhui, Party Secretary of Nanshan District in Shenzhen, also said that the four years of difficult journey made people feel how precious today is.
It is understood that ‘European City’ was named by Ye Minhui when he was the director of Shenzhen Foreign Trade and Economic Cooperation Bureau.
He said that the 'European City' project is a major investment attraction project in Shenzhen and an important measure to improve the layout of Nanshan's commercial outlets and vigorously develop the tertiary industry.
According to the "Shenzhen Commercial Network Plan (2006-2010)" issued by the Shenzhen Municipal Government in April 2005, the Shahedong area where the European City project is located is planned and positioned as one of the eight characteristic commercial districts in Shenzhen. Its positioning is: 'will
Build a home decoration characteristic commercial area facing the Pearl River Delta and gathering internationally renowned brands'.
Promoting Chinese products through the commercial chain network, European City covers a variety of commodities including home furnishings, building materials, sports and leisure, and comprehensive supermarkets, which can provide customers with a more unique shopping experience.
Ye Minhui told reporters that when initially negotiating to introduce the project, in addition to considering attracting these multinational giants to open stores and promote products in Shenzhen, a very important intention was to hope that these multinational chain giants would set up their Asia-Pacific and even global procurement centers in Shenzhen to effectively promote
China's manufacturing exports.
Relevant people pointed out that the European City will enhance Shenzhen's radiation ability to related manufacturing industries in South China and the Pearl River Delta region, and accelerate Shenzhen's pace of becoming a regional logistics and procurement center.
The European City project is located at the intersection of Beihuan Avenue, Shahe East Road and Guangzhou-Shenzhen Expressway, covering an area of ??105,000 square meters, with a planned construction area of ??more than 100,000 square meters, and a total planned investment of more than 1 billion yuan.
European City includes a variety of businesses such as home furnishings, building materials, sports and leisure, and comprehensive supermarkets.
Ye Minhui, secretary of the Nanshan District Party Committee who actively promotes this project, said that the European City is both a purchasing area and a leisure area, so it adopts the "Moorish" form.
Ms. Tang Fen Tel: 86-755-26676879-579 Mobile: 75581155606 Fax: 86-755-26670841 IKEA, which has been in China for 9 years and has settled in Shanghai, Beijing, Guangzhou, and Chengdu, finally decided to "enter" Shenzhen. In April
On the 16th, it opened its largest standard store in South China in Shenzhen Nanshan European City.
On March 21, IKEA China Sales Manager, 33-year-old Jon Abrahamsson (hereinafter referred to as Jon) came to Shenzhen and accepted an exclusive interview with a reporter from Shenzhen News Network.
Reporter: Can you briefly introduce the store that will be opened in Shenzhen?
Jon: IKEA’s store in Shenzhen will be IKEA’s largest store in South China, and will also be the most modern IKEA compared to other stores in China.
The store covers an area of ??30,000 square meters and contains more than 7,500 home solutions, a 750-seat restaurant and 1,200 parking spaces.
What makes me most proud is that because I know how passionate Shenzhen people are about food, the Shenzhen store has the first complete kitchen series in China.
Reporter: IKEA has been in China for nearly 10 years and has opened stores in four cities: Beijing, Shanghai, Guangzhou and Chengdu.
Moreover, IKEA has set up a purchasing center in Shenzhen a long time ago. Why did it choose to open a new store in Shenzhen now?
How will IKEA Shenzhen differ from IKEA stores in other cities in China?
Jon: The process is very complicated. The location selection of IKEA is a very complicated process, but the most exciting thing is that it is about to open.
Compared with other IKEA stores in China, Shenzhen IKEA has the most complete kitchen series, which cannot be presented in other Chinese markets. Moreover, Shenzhen IKEA has made some adjustments according to the needs of Shenzhen people. It will have a contemporary flavor and will be popular in Shenzhen.
There are many great solutions for balconies.
And the Shenzhen one has larger parking spaces and restaurants.
Reporter: The new IKEA store in Shenzhen is located in Europe City, Nanshan District, and B&Q’s new store is also in Europe City. Do you think there is competition?
Jon: We're delighted that our neighbor is B&Q.
I'm very satisfied with this.
This will help form a business district in a short period of time and give citizens a better understanding of home improvements.
Make them feel like this is where they should be.