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Where is IKEA strong: four-dimensional analysis of positioning, brand, culture and management
This confidence of IKEA has once again proved to be well-founded. After the lion dance performance with China characteristics and the cut-off ceremony of sawn wood with Swedish style, people who had been waiting for a long time outside the shopping mall swarmed in, and soon the originally spacious and empty shopping mall was crowded. On the first day of opening, the coffee shop in the store was always packed. Many carpets laid in the model rooms were trampled out of shape by the crowd in the first few hours, and traffic jams occurred one after another on Linhe East Road at the door because taxis kept stopping and dropping goods. Among the bustling crowds in IKEA stores, there are some people in the local furniture industry in China who have mixed feelings. China has long been the largest purchasing country of IKEA in the world with a share of 19%. As the main production base of furniture in China, Guangdong furniture manufacturers have been paying attention to IKEA's every move with mixed emotions. Now that the wolf has finally arrived, the first thing they want to do is to observe it up close. In what ways is IKEA different? Is it as summarized by IKEA itself: extensive product line, exquisite and practical design, low price, or professional induction, such as experiential marketing, supply chain management, IKEA structure, etc. If you believe in this, be careful. Think about the story of the Trojan horse. The Trojan only saw the huge Trojan horse, but did not find the Greek soldiers hidden in the Trojan horse. Where is the backbone of IKEA benchmarking? Tracing back to the source of the reverse strategic positioning, the success of IKEA is first of all the success of corporate strategic positioning. Deng Delong, general manager of trout brand strategy consulting company, thinks, "IKEA's strategic positioning is self-service furniture service provider, and this unique positioning is the core of IKEA. Once it is occupied, it is difficult for competitors to imitate it, and it is futile to imitate one link alone. In corporate strategy master Michael. Porter's classic article "What is strategy?" published in 1996. Porter takes IKEA as a case to reveal what a unique strategic positioning is. "IKEA does the opposite." IKEA chose to carry out its activities in a different way from other competitors and became a representative enterprise to interpret its strategic positioning. The core of IKEA's reverse strategic positioning is "low price" and "limited service". The target of IKEA is young furniture customers, who care about fashionable furniture with low price. To fully understand this strategic positioning, we should go back to the beginning of IKEA. From 1950 to the early 1970s, Sweden's gross national product grew at an average annual rate of 4%. The modernization wave brought about by this continuous growth made the city expand and radiate to the suburbs. Young people urgently need to find a place to live and decorate their houses as cheaply as possible. This situation is surprisingly similar to that of China now, and the "gold demand" in the "golden age" came into being. 1953, IKEA founder Ingvar. Kamprad gave up all other industries, such as fountain pens and Christmas cards, and specialized in low-priced furniture business. However, at that time, the domestic furniture market in Sweden was almost monopolized by the manufacturer cartel and the retailer cartel, and the supply contract between the two furniture giants essentially ruled out the possibility of any competitor's entry, that is to say, the rules of the game had been set. Kamprad gave up confrontation and chose to do the opposite: as a furniture manufacturer, he sold furniture directly to consumers, and at the same time, as a retailer, he directly purchased furniture from independent manufacturers. In the following years, kamprad carried forward this strategy of "doing the opposite". 1955, IKEA began to design its own furniture. 1956, IKEA introduced flat packaging, which became the key factor of IKEA's low price. 1958, the first IKEA store opened in Amholt, Sweden. /kloc-since 0/963, IKEA has started to enter overseas markets. 1965, the concept of optional was born ... IKEA's strategy of "doing the opposite" is also reflected in its unique pricing method of "designing from the price tag". Look at the hot dogs sold by IKEA, which are only RMB 3, while in other places, similar products cost almost RMB 10. This little hot dog perfectly embodies IKEA's "hot dog principle": not only is the price lower than others, but it is also much lower than others. In order to achieve this, IKEA's R&D system adopts a unique approach. First, it determines the price, that is, IKEA has set a relatively low sales price for the product before the designer designs the product, and then in turn seeks suppliers who can provide the product at the cost price below this price, thus combining low cost with high efficiency. From a unique marketing concept to a strategic positioning, IKEA has spent decades to make it run efficiently. Around the strategic positioning, IKEA has carried out a series of interlocking integration. It looks like a precision machine, but IKEA's strategic positioning is composed of some strategic themes with priority: first, limited customer service. In order to catch customers who are willing to save costs at the expense of services, IKEA abandoned the usual tactics of competitors. Ikea gave up the sales method of salespeople close to customers, but adopted self-service of salespeople's consultation and in-store display. Ikea doesn't have too many service personnel, but it always reminds customers to "look at the label: you will see the purchase guide, maintenance method and price on the label." "Followed by self-help shopping. Ikea is good at setting up model rooms to display related products. Customers can imagine all kinds of furniture together without the help of designers. Ikea also encourages customers to open drawers, open doors, walk on carpets, or try whether beds and sofas are strong. In this way, you will find how comfortable it is to rest on IKEA sofa. "