IKEA is a Swedish home furnishing brand. It was founded in Sweden in 1943 and has now become the world's largest furniture and household products company. IKEA occupies a large market in the home furnishing industry in China, even with the rapid development of the Internet. , most consumers will also use IKEA as the first stop for buying furniture. Why IKEA has such great charm and dominates the home furnishing market? Below, the editor of the Camelopod Platform will analyze why IKEA is so popular.
Clever idea of ??brand naming
A good brand name contains a lot of meanings. It is not only catchy, but also very important for consumers’ impression and memory. IKEA It is a combination of the initials of the founder Ingvar Kamprad's name (IK) and the first letters of his farm (Elmtaryd) and village (Agunnaryd). In China, "IKEA" and IKEA happen to have the same pronunciation. At the same time, the meaning of "IKEA" in Chinese is IKEA IKEA. It means happiness and contentment. For the more sophisticated Chinese people, it has a very beautiful meaning. This also gives IKEA a strong reputation as a brand. A good foundation has been laid for publicity.
The design concept is very unique
Ikea is not so much a home furnishing market as a living store. I like everything I see when shopping in IKEA, and sometimes I want to buy a set. The designs are all copied home, which shows that IKEA has a unique vision in terms of design and convenience to attract consumers' attention. Moreover, IKEA's products fully take into account the public's consumption concept. They are high-quality, low-cost, durable, simple and natural, and most of them are Furniture materials based on plastic, laminate and pine wood are used, but great care is taken in the color matching, which is presented to the public through design and matching. It is environmentally friendly and full of characteristics. This kind of design concept greatly arouses consumers' favor and recognition, and promotes consumer purchases.
A wide variety of products
You can basically buy all home furnishings at IKEA, such as sofas, beds, tables, chairs, kitchen tableware, etc., which can basically meet the needs of consumers. One-stop shopping, and the products are rich in types and styles, adapting to the needs of different consumer groups. Basically, you can always buy something satisfactory after shopping at IKEA.
Convenient assembly and disassembly
IKEA's furniture is currently mainly based on simple assembly of furniture. These furniture can reduce the loss as much as possible during transportation and bring great trouble to transportation. Convenience, and the popularity of DIY makes consumers enjoy the process of assembling furniture. This type of furniture is currently very popular in the market, especially in the era of e-commerce, many furniture e-commerce brands have also This assembly method is used to reduce relative costs.
Independent shopping choices
In 1965, IKEA opened the Stockholm store, attracting thousands of people lining up to wait for the opening. Due to too many customers, there is a serious shortage of staff. Later, IKEA decided to open its warehouse and let customers pick up the goods. This open sales approach has since become an important part of the IKEA concept. Open sales allow consumers to carefully examine products and greatly reduce transportation costs. It has even led to a revolution in furniture retailing and manufacturing, and has also greatly accelerated IKEA's expansion into the world.
Low-price product sales
Low price can be said to be IKEA’s most competitive point. In the Chinese market, price often determines consumers’ purchasing behavior. If a product is affordable At the same time, if it is made more beautifully, then this product will undoubtedly be favored by consumers. IKEA's business purpose is to "provide a wide variety of household products that are beautiful, practical, and affordable for ordinary people." In terms of furniture production costs and design, IKEA strives to reduce costs as much as possible. The products sold in IKEA adopt the model of pricing first and production later to ensure that the products are at the target psychological price of consumers and at the same time can compete effectively with peers. .
Special cultural services
In IKEA culture, in addition to its product design with Swedish natural and simple characteristics and humanized open sales, there are three other points that must be mentioned: 1. It's a cozy restaurant.
IKEA's restaurant is similar to a "store within a store" where customers can choose to eat or rest at any time according to their needs. The second is to care for children. In order to meet the special needs of children, IKEA has developed a number of products that can not only attract children's interest, but also improve children's sports ability and creativity. It has developed children's play areas, children's model rooms, and restaurants specially equipped with children's food. Another point is "transparent marketing". IKEA has always insisted on providing consumers with all true information about products, prices, functions, etc., so that customers can make reasonable shopping choices independently on the premise of fully grasping relevant information.
It can be seen from the above points that IKEA's brand sales strategy is basically people-oriented. From the perspective of consumers, we truly think about what is suitable for consumers and what consumers need. , while doing a good job in brand marketing, the most critical thing is to provide basic services for brand products so that consumers can enjoy comprehensive, high-quality and low-price services as much as possible.