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Can I take away the fruit teacups from IKEA?
Of course not.

Ikea is a world-renowned furniture and home furnishing retailer from Sweden, and the harmonious product series can be described as diverse in functions and styles. Sales mainly include about 65,438+00,000 products such as chair/sofa series, office supplies, bedroom series, kitchen series, lighting series, textiles, cookware series, housing storage series and children's products series.

There are 356 shopping malls in 29 countries/regions around the world (from August 3 1 and August 20 17), including 37 in Chinese mainland, with five in Beijing (three), Tianjin (two), Shanghai (two), Zheng, Han, Guang (two) and Cheng (two).

IKEA adopts the global purchasing mode, and has established 65,438+06 purchasing regions in the world, including three in Chinese mainland, namely South China, Central China and North China. The purchase volume of IKEA in China has accounted for 18% of the total, ranking first. By March 3, 2065438, IKEA had 19 retail stores in China, and the required storage capacity was expanded from 654.38+10,000 cubic meters to more than 400,000 cubic meters. China has become IKEA's largest purchasing market and one of the most important business growth spaces, and plays an important role in IKEA's global strategy.

On September 20th18th19th, IKEA announced the recall of three SMILA series children's lamps. The quantity of products recalled in Chinese mainland is 50 197. In 2020, IKEA will invest 654.38 billion RMB in China. Meanwhile, IKEA's first small shopping center in China will be located in Shanghai Guohua Center. 20 19 10, Interbrand ranks 26th in the list of top global brands 100.

Brand concept

In order to emphasize the democratic idea of alliance between employees and customers, 1976, kamprad wrote The Belief of a Furniture Dealer, which became the Bible of IKEA. He reiterated time and again that creating a better life for most people needs to break the restrictions of status and tradition and become a freer person. To do this, we must be different. Even in the 1990s, when IKEA accelerated its global development, it tried to maintain its original corporate culture. Kamprad said directly: IKEA has always adhered to its important tradition, because this is not Swedish culture, but company culture. Otherwise, employees in other countries will not feel that they belong to IKEA. In addition to bringing simple, beautiful and reasonably priced products to the global market, IKEA also spreads the Nordic spirit of equality and freedom to all places. For young people, IKEA is more lethal than the practicality of products. No one can ignore such a general trend: everyone is eager to be the protagonist and dominator.