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Swedish furniture, kitchen appliances, home accessories retailer: IKEA (1943)

Founded in 1943, IKEA is a private Swedish company (non-listed company) headquartered in the Netherlands with 183,000 full-time employees. It is engaged in the design and retail of Ready-to-Assemble, kitchen appliances and home accessories. It is currently the world’s largest furniture retail company. As of December 2016, IKEA owns and operates 392 stores in 48 countries, most of which are located in Europe, and the rest are located in the United States, Canada, Asia and Australia. .

IKEA

IKEA:

IKEA is an acronym taken from I ngvar K amprad (the name of the founder), E lmtaryd (the name of the farm where the founder grew up) and A gunnaryd (located in the hometown of the founder of Småland in southern Sweden). It is a Swedish company , Is a household goods retail company with branches in many countries around the world, selling flat-packed furniture, accessories, bathroom and kitchen products. IKEA is a leading brand that pioneered the sale of self-assembled furniture at affordable prices. It is currently the world’s largest furniture retail company.

IKEA was founded in Sweden in 1943 by the then 17-year-old Ingvar Kamprad. At present, IKEA is owned by the Stichting INGKA Foundation (Stichting INGKA Foundation), the Ritchie family, and the Interogo Foundation (Interogo Foundation). The Stichting INGKA Foundation owns all the shares of the IKEA Group. The IKEA Group owns all About 90% of IKEA stores.

“IKEA Catalogue” (English: IKEA Catalogue; Swedish: Ikea-katalogen) is a household guide published by IKEA every year. Its first edition was issued in 1951. Each book contains approximately 300 pages and contains approximately 12,000 items. Except for the Bible, the most widely distributed books are printed every year up to 100 million copies. In 2013, the catalog printed volume reached 208 million, which is twice the annual volume of the Bible. At present, the “IKEA Home Furnishing Guide” is distributed in 62 languages ​​in 43 countries around the world, distributed in stores and by mail, and the guide has also launched an electronic version. The home guidebook has been released in a version that can interact with mobile phones.

Currently, 3 of IKEA’s 5 largest stores in the world are in China, namely:

  1. Gwangmyeong, Gyeonggi, South Korea: 59,000 m 2
  2. Stockholm Kungens Kurva, Sweden: 55,200 m 2
  3. Shanghai Baoshan, China: 53,32 m 2
  4. Shanghai Pudong Beicai, China: 49,400 m 2
  5. Wuxi, China: 49,117 m 2

IKEA product:

IKEA furniture is famous for its modern and unusual design. Many of them are self-assembled furniture that are designed as simple kits for consumers to assemble by themselves, which is very different from the assembled ready-made furniture sold in other furniture stores. These unassembled or “flat-packed” furniture are much smaller than ready-made furniture, and the cost of packaging, storage and delivery is also lower. IKEA claims that this will enable them to reduce the price of their products.

The creators of IKEA call their design “democratic design”, meaning that IKEA integrates manufacturing and design. In response to the population explosion and expectations of materials in the 20th century, IKEA is good at economies of scale, mastering material trends and creating a set of production procedures that reduce costs and resources. The result is that highly adaptable furniture can be produced, whether it is a large house or an increasingly large number of but neglected small apartments, these furniture can be changed in size to accommodate. What IKEA is proud of is that it has created a furniture route that is different from the traditional European and American furniture, while focusing on the aesthetics of economy.

For IKEA furniture, which is sold all over the world, their unique insights into the world are reflected in the choice of product origin and the design of the assembly instructions in the packaging. Although most of IKEA’s products are made by designers born in Northern Europe, the actual production locations are all over the world. Consumers only need to pick up the products and read the instructions on the label, and they can easily find the entire list of origins like A reduced United Nations becomes another fun when purchasing. In addition, since the sales area covers many countries with different languages, IKEA does not compile their product manuals in a multi-language parallel manner like ordinary manufacturers. Instead, they use simple cartoon drawings to compile assembly step manuals. It avoids the possible gap between language and writing.

The IKEA furniture collection uses its Swedish names all over the world, and sometimes even the employees are confused and don’t know how to pronounce these names. However, according to the British “Guardian” report, IKEA’s bathroom products series are mostly named after lakes, kitchenware series are mostly named boys, bedroom products series are mostly named girls, and bed series are mostly named after Swedish cities.

IKEA IKEA store design:

The appearance of the newer IKEA stores is usually a very large blue box with a few windows. Their internal design is usually a mandatory single line of movement. Consumers must traverse almost all areas of the store to reach the cashier. For example, the Xinzhuang store in New Taipei City, Taiwan, which was completed in 2006, must first enter the store on the 4th floor, then go downstairs and pass through the exhibition areas in order to reach the cashier on the 1st floor. The Hong Kong Shatin HomeSquare branch is located in a shopping mall and has a small area and is more convenient. Customers only need to pass through the entrance of the escalator on the 6th floor, then via the escalator to the 5th floor, and after passing through the exhibition area to the 5th floor exit, but the journey is tortuous.

Furniture sample display area of ​​IKEA Canada Coquitlam store

The planning of the movement line will first go through the furniture sample display area and the household goods area; next is the warehouse. If you have favorite furniture in the previous sample display area, you can get the unassembled flat packaging in the warehouse; finally, the cashier counter .

The advantage of this kind of moving line design is that it allows consumers to access products they may not have been looking for. The disadvantage is that for those consumers who already know what they want to buy and only want to arrive in the warehouse area as soon as possible, this kind of movement will cause inconvenience.

Recently, shortcuts will be set up between different areas in some stores, so that people in need can traverse the store more quickly. However, although these shortcuts will be marked on the store map, they are usually inconspicuous, so that those inexperienced consumers are likely to ignore the shortcuts and follow all the lines.

The original design usually places the sample display area and household goods area on the upper level of the store, while the warehouse area is placed on the lower level of the store, such as the “IKEA Siyuanqiao New Store” in Beijing. However, some stores are bungalow-style stores with only one floor, such as the “IKEA Leeds” in the UK. Taiwan’s “IKEA Dunbei Store” is located in the basement, the sample display area is located on the second floor of the basement, and the household goods area and warehouse area are located on the ground floor. Some stores have separate warehouses to store larger or less popular flat packages, so as to reduce the size of the warehouse in the consumer area and allow more products to be displayed at the same time. However, this occasionally caused consumers to be unable to find the goods they had already paid at the checkout counter under the instructions of the lack of shop assistants, and gave everyone a feeling that they had to queue twice (one at the checkout counter and another at the checkout counter). External warehouse).

Many stores have restaurants that specialize in typical Swedish food. The restaurant area is usually the only place with large windows in the entire store. Restaurants outside of Sweden sometimes set up mini merchandise stores, selling Swedish-made and Swedish-style groceries.

IKEA history:

  • In 1943, Ingvar Kamprad founded IKEA when he was only 17 years old. The company name IKEA is actually a combination of his personal name (Ingvar Kamprad), the name of the farm he grew up Elmtaryd (Elmtaryd), and the name of the village Agunnaryd (Agunnaryd) [8]. The reason for choosing this combination may be that IKEA is close to the Greek word οίκος (oikos, the meaning of house) and Finnish word oikea (correct).
  • At the beginning, IKEA sold pencils, wallets, photo frames, tablecloths, watches, jewelry, nylon stockings, or whatever Kamprad thought there was a market demand, and he could also provide low-cost goods. As for furniture, it was only in 1947 that it joined IKEA’s merchandise ranks. In 1955, IKEA started to design its own furniture.
  • Kamprad first sold goods in his own home and through mail order, and then opened a store in the neighboring town of Elmhult. The city of Elmhult was also the place where the first “IKEA warehouse” was established, and it will become a model for IKEA stores in other places in the future. In 1963, the first store outside Sweden was opened in Asker near Oslo, Norway. In the 1970s, it expanded its business to North America and the Asia-Pacific region.
  • In 1994, Taiwan’s IKEA was established. The Jardine Pacific Holdings Co., Ltd., a subsidiary of the Jardine Group, acquired the right to operate. In 2002, it was transferred to Milk International Holdings Co., Ltd., a subsidiary of the group.
  • In 1998, the first IKEA store in Mainland China opened in Xuhui District, Shanghai.
  • As of 2009, IKEA has 267 stores in 25 countries and regions around the world.
  • On April 18, 2012, IKEA launched a furniture series developed in cooperation with the Chinese electrical appliance manufacturer TCL Group and built-in multimedia playback equipment, named “UPPLEVA” (“Experience” in Swedish). This series of furniture integrates a wireless audio system and a built-in CD/DVD/Blu-ray player to solve the common signal line tangled problem in living spaces. The basic product portfolio starts at 6,500 Swedish kronor. This series of products was first distributed from five European cities in June 2012, and expanded to seven European countries before the summer of 2013, and then promoted to other markets.
  • On August 9, 2012, IKEA Sweden announced that it would sell its trademark to a subsidiary company for a consideration of 9 billion euros (approximately HK$86 billion). This is the first time IKEA has set a price for a trademark.
  • On October 1, 2012, Inter IKEA, a company that owns the IKEA franchise, plans to build at least 100 low-cost hotels in Europe, while actively expanding its business and entering new markets. Cheap hotels will not use the IKEA brand, and hotel operations are not the responsibility of the company, but the responsibility of international hotel operators.
  • On March 5, 2013, Inter Ikea, the parent company of IKEA, reported that it partnered with Marriott Hotels to develop the European budget hotel market under the Moxy brand. It plans to invest US$500 million in the next five years to open about 50 hotels in the region.
  • In March 2013, IKEA opened its first store in Qatar after a delay of several months.
  • In August 2013, the first store in the Baltic States opened in Vilnius, Lithuania.
  • In 2014, IKEA opened its first warehouse in Croatia near Zagreb.
  • On August 11, 2016, IKEA began building its first store in India. It is expected to open in autumn 2017.
  • On January 31, 2017, IKEA announced that it would open a new store in Latvia. It is expected to open in August 2018.

IKEA China Business Development History:

IKEA currently has 21 branches in Shanghai, Beijing, Guangzhou, Chengdu, Shenzhen, Nanjing, Dalian, Shenyang, Tianjin, Wuxi, Ningbo, Chongqing, Wuhan, Hangzhou, Xi’an, Suzhou and Foshan in Mainland China .

  • In 1973, IKEA purchased products from mainland China and sold them to the European market.
  • In 1993, IKEA set up a purchasing office in mainland China to purchase large quantities of products from mainland China and sell them to the world.
  • In 1997, IKEA set up an IKEA China retail office in Beijing and began to sell in a small range in the Chinese mainland market.
  • In 1998, the first IKEA store in Mainland China opened in Xuhui District, Shanghai. The business area of ​​IKEA Shanghai Xuhui Store is 8,000 square meters.
  • On January 13, 1999, IKEA Beijing Madian Store opened.
  • On October 12, 2005, IKEA Guangzhou Store opened in Tianyu Garden next to Guangzhou East Railway Station in Tianhe District. The average daily traffic volume of the store exceeded 20,000 on the opening day and for consecutive days. Therefore, the Guangzhou store has “to ensure that everyone On the grounds of “safety”, measures were taken to restrict the flow of people entering the venue. Some Guangzhou citizens said that they were unable to enter the stadium after waiting for half an hour, and those who were driving there could hardly find parking spaces.
  • On April 10, 2006, IKEA Beijing Siyuanqiao Store opened and the original Madian store was closed at the same time.
  • On November 29, 2006, IKEA Chengdu Store opened. This is the first IKEA store in western China.
  • On April 16, 2008, IKEA Shenzhen Store opened in Nanshan District, Shenzhen, becoming a leading merchant in Nanshan European City.
  • On August 28, 2008, IKEA Nanjing Store opened on the east side of Kazimen Square in Qinhuai District, Nanjing. IKEA Nanjing Store has 3 floors above ground, with a business area of ​​over 30,000 square meters.
  • On February 19, 2009, IKEA Dalian Store officially opened in Xianglujiao, Dalian. The business area of ​​IKEA Dalian Store is approximately 41,000 square meters.
  • On May 20, 2010, IKEA Shenyang Store officially opened in Tiexi District, Shenyang.
  • On June 23, 2011, IKEA Shanghai Beicai Store opened in Pudong New District, Shanghai. Shanghai became the first city in mainland China to have two IKEA stores at the same time, with a store area of ​​49,400 square meters.
  • On February 10, 2012, IKEA Tianjin Store officially opened in Dongli District, Tianjin, with a business area of ​​45,736 square meters, which is currently the third largest IKEA store in mainland China.
  • On June 6, 2012, IKEA Wuxi Store officially opened in Xishan District, Wuxi City. This store is now the second largest IKEA store in Mainland China, second only to IKEA Shanghai Beicai Store.
  • From September 1, 2010 to August 31, 2011, IKEA’s turnover in mainland China was 4.9 billion yuan, an increase of 20% over the same period in the previous year.
  • On July 17, 2013, IKEA Ningbo Store officially opened in Yinzhou District, Ningbo City, with a business area of ​​47,505 square meters.
  • On August 15, 2013, IKEA Shanghai Baoshan Store officially opened in Baoshan District, Shanghai. Shanghai will become the first city in Asia to have 3 IKEA stores. The business area of ​​IKEA Baoshan Mall will reach 35,000 square meters, and it will be IKEA’s first multi-storey (4-storey) store in mainland China. The 33-meter-high store and the 7-storey semi-open parking lot connected to it will be Constructed by steel structure. It is currently the largest store in Asia.
  • On November 7, 2013, IKEA’s Xihongmen Store in Daxing District, Beijing officially opened on November 7. This is IKEA’s second store in Beijing and the fourteenth store opened by IKEA in mainland China.
  • On March 27, 2014, IKEA Chongqing Store opened. This is IKEA’s first store in Chongqing and the fifteenth store opened by IKEA in mainland China. The Chongqing shopping mall is divided into three floors above ground and one basement floor, with a business area of ​​45,348 square meters.
  • On September 17, 2014, IKEA Wuhan store officially opened. This is the only IKEA store in Central China and the sixteenth store opened by IKEA in mainland China.
  • On June 25, 2015, IKEA Hangzhou Store opened. It is located at No. 5 Qiao Mo West Road, Qiaosi Street, Yuhang District, Hangzhou, near Exit B of Qiaosi Station, Hangzhou Metro Line 1. This is the first IKEA store in Hangzhou and the second IKEA store in Zhejiang.
  • On August 27, 2015, IKEA Xi’an store opened, located at the southwest corner of the Third Bridge Overpass in Fengdong New City, Xi’an, near Exit C of Zaohe Station on Xi’an Metro Line 1. This is the first IKEA store in Xi’an and the first IKEA store in Northwest China.
  • On March 24, 2016, Chengdu Chenghua IKEA opened. This is the second IKEA in Chengdu. Chengdu has also become a city with two IKEA.
  • On June 29, 2016, IKEA Suzhou Store opened. It is located on Chengji Road, Hushuguan Town, Suzhou High-tech Zone (near Suzhou New District Station and AEON MALL ). Suzhou Metro Line 3 and Suzhou High-tech Zone are under construction District tram line 2 is connected to it. This is the first IKEA store in Suzhou and the third IKEA store in Jiangsu.
  • On August 25, 2016, IKEA Foshan Store opened, located at No. 18, Guilan North Road, Guicheng Street, Nanhai District, Foshan City (Exit B, Qiandeng Lake Station of the Metro). This is the first IKEA store in Foshan and the third IKEA store in Guangdong.
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