Is there an IKEA in your city? Why is IKEA so popular?

IKEA is a Swedish household brand, and 1943 was founded in Sweden. At present, it has become the largest furniture and household goods enterprise in the world. IKEA occupies a large market in China's home furnishing industry. Even with the rapid development of the Internet, most consumers will take IKEA as their first stop to buy furniture. Why does IKEA have such great charm to occupy the home market? Let's take a look at why IKEA is so popular.

Clever conception of brand naming

A good brand name contains many meanings, not only catchy, but also very important to consumers' impression and memory. IKEA is a combination of the initials (IK) of the founder Ingvar kamprad and the initials of his farm (Elmtaryd) and village (Agunnaryd). In China, "IKEA" and "IKEA" are just homophonic, and at the same time, "IKEA" in Chinese also means "suitable home, suitable room and happiness", which is very beautiful for the picky people in China and lays a good foundation for IKEA brand promotion.

The design concept is unique.

IKEA is not so much a home market as a living museum. Visiting IKEA likes everything, and sometimes I want to copy a set of designs home. This shows that IKEA has a unique vision to attract consumers' attention in terms of design convenience, and IKEA products fully consider the public's consumption concept. They are cheap, durable, simple and natural. Most of them use furniture materials mainly made of plastic, laminated board and pine, but they are very careful in color matching. This design concept has greatly aroused consumers' goodwill and sense of identity, and promoted consumers' purchase.

A wide variety of products

In IKEA, you can basically buy all household items, such as sofas, beds, tables, chairs, kitchen utensils and so on. , which can basically satisfy consumers' one-stop shopping, and the products are very rich in types and styles to meet the needs of different consumer groups. Basically, you can always buy something satisfactory after shopping at IKEA.

Convenient assembly and disassembly

At present, IKEA furniture is mainly assembled simply, which can minimize the loss and bring great convenience to transportation. At the same time, the prevalence of DIY makes consumers enjoy the pleasure of assembling furniture, and this form of furniture is very popular in the market at present, especially in the era of e-commerce, many furniture e-commerce brands are also adopting this assembly method to reduce the relative cost.

Independent shopping choice

1965, IKEA Stockholm Mall opened, attracting thousands of people waiting in line to open. Due to too many customers, there is a serious shortage of employees. Later, IKEA decided to open the warehouse and let customers pick up the goods themselves. This open sales method has become an important part of IKEA's concept. Open sales enable consumers to look at products carefully and greatly reduce transportation costs. It even triggered a revolution in furniture retail and manufacturing, and at the same time greatly promoted the speed of IKEA going to the world.

Low-priced product sales

Low price can be said to be the most competitive point of IKEA. In China, the market price often determines consumers' buying behavior. If a product is affordable and beautifully made, then this product will undoubtedly be favored by consumers. The business purpose of IKEA is to "provide all kinds of beautiful and practical household items that ordinary people can afford". In the production cost and design of furniture, IKEA tries to reduce the cost, and the products sold in IKEA adopt the mode of pricing first and then production to ensure that the products are at the target psychological price of consumers, and at the same time, they can compete strongly with their peers.

Characteristic cultural service

In IKEA culture, besides natural and simple product design and humanized open sales, there are three points that have to be mentioned: first, warm restaurants. Ikea restaurants are similar to "in-store stores", and customers can choose to eat or rest at any time according to their own needs. The second is to care for children. In order to meet the special needs of children, IKEA has developed many products that can not only attract children's interest, but also improve children's sports ability and creativity, and developed children's play areas, children's model rooms and restaurants specially equipped with children's food. Another point is "transparent marketing". IKEA always insists on providing consumers with all the true information about products, prices and functions, so that customers can make reasonable shopping choices on the premise of fully mastering relevant information.

From the above points, we can see that IKEA's brand sales strategy is basically people-oriented, and we really think about what is suitable for consumers and what consumers need from the perspective of consumers. While doing a good job in brand marketing, the most important thing is to do a good job in the basic services of brand products, so that consumers can enjoy comprehensive, high-quality and low-cost services as much as possible.