lead: IKEA can be different, not because of the special advantage Home Furnishing category, not because of IKEA’s strong supply chain, but because IKEA and apple, there are 3 undead.
who is more wonderful recently for the August 31st golden knife minimally invasive new thousand open class (reply 1000 can register) to collect cases, especially the success of the traditional enterprise Internet transformation and failure cases. IKEA is mentioned. Welcome
is really wonderful, a traditional enterprise, in the 12 tsunami waves of the electricity supplier, has been spared, IKEA site visits in 2013 grew by nearly 20%, while its line store traffic declined by 1%. 1%, estimated that many traditional Home Furnishing companies see to the wall.
is not wonderful, it is Home Furnishing apple industry, in my opinion, IKEA can be different, not because of the special advantage Home Furnishing category, not because of IKEA’s strong supply chain, but because IKEA and apple, there are 3 immortal Cheats:
1, the explosion is king. Explosive material is product strategy, IKEA products, is the absolute master design, grass root level price. IKEA each interval have explosive products, such as IKEA Mick desk, only to buy 999 yuan, but what is still very expensive IKEA accessories, but the overall feeling is very high cost to the user.
2, forcing the king. A brand actually created a style – IKEA wind, on the surface of the sale is simple, beautiful and reasonable price, but also has the spirit of equality and freedom of North europe. In fact, IKEA is also a master of selling feelings. Just take a look at it, in recent years, many brands, like ESPRIT, Levi’s these brands are OUT, some Home Furnishing channel brand is a beauty in her old age, and IKEA has also maintained a high force grid, can not be said to be a miracle.
3, word of mouth is king. IKEA is very good at word of mouth, this reputation is not only from marketing, but also from the user experience innovation and lead. For example, in the past, the Chinese people are buying a few hundred dollars of mattresses, with a few years, IKEA will tell you to choose a good mattress, it is generally a few thousands of mattresses. IKEA has also recently launched an old mattress recycling program, because it found that 88% of Chinese respondents do not want to throw garbage.
IKEA pay attention to grasp the pain points. For example, in seven city visits, IKEA found that Chinese respondents in the morning is generally in a hurry, get up to go from, takes an average of 93% in 1 hours, the average respondent time in Shanghai only 40 minutes, the India and Mumbai respondents get up to go from 2.5 hours in stark contrast. In response to this habit, IKEA China this year in the wardrobe products, the introduction of new accessories in the wardrobe hanger. "We encourage consumers to wear clothes for second days, the night before ready to hang out in order to save time in the morning."
which is the most powerful weapon IKEA