Requesting information about IKEA furniture online marketing

IKEA was founded in 1943 as a Swedish home furnishings company. IKEA has developed a sound and rapid growth strategy. In fiscal year 2003, IKEA achieved annual sales revenue of 1.1 billion euros and a net profit of more than 11 billion euros. As of June 2007, IKEA has established a total of 225 branches in 43 countries and regions. The largest home furnishings retailer in the world. The management of IKEA's marketing strategy is a highlight and there are many places worth learning from.

With the ubiquity of the Internet, more and more people have begun to use the Internet as a source of information. Therefore, domestic enterprises have also begun to realize that online marketing is an integral part of the homepage marketing system. According to statistics, in 2006, some consumers' online shopping accounted for the top 10 types of goods, and the household department store category ranked sixth, second only to audio-visual products, software, communication products, jewelry accessories, gifts and toys, daily "small" supplies, and Some online stores selling home building materials have exceeded sales.

IKEA has long pointed out the communication power of the Internet. In 2005, IKEA's website received 1.25 million visits. Currently, although IKEA's online sales are still negligible, they are growing very rapidly. Compared with direct sales figures, IKEA's influence through the Internet and customer loyalty seem to be more valuable.

Attached is IKEA hometown (comprehensive statistics of Chinese website rankings):

IKEA total current flow ranking: 3133 furniture website ranking: 1

Average page Display time: 0.8 seconds Websites linked to this website: 1624

Traffic loyalty rate: 20.6%

Adhesive flow rate: 97.9% - 30 days, please visit the website for more than two pages The percentage of traffic and total visits to an independent website.

Dependent Traffic: 3.7% - The percentage of total traffic and website visits that come directly from external sites via links in a 30-day period.

Traffic contribution rate: 2.1% - the percentage of traffic and website contributions directly connected to external websites within 30 days, as a percentage of the total number of visits.

IKEA’s website function module (unit)

IKEA’s home network in China (/ms/zh_CN), we can see that it basically has a complete B2C website that should It has functional modules - information release module, product release module, online ordering module, interactive module community, personnel recruitment module, special events and online survey module, information retrieval system module, data download module, multi-language browser module, online module, West recording module. IKEA, which is relatively different, has not yet provided online shopping services, instead favoring the "Internet browsing, online purchase" approach. But IKEA Asia-Pacific officials, who also say IKEA is testing online sales abroad, plan to launch them in China next year.

IKEA’s product strategy (products)

Accurate market positioning

After entering the Chinese market, IKEA will mainly target the consumer group between 25 and 35 years old. The "new middle class", because they are young and fashionable, have determined the design requirements of their furniture and home products to be emphasized, as well as to be able to reflect different combinations of popularity. Such positioning accuracy is very smart, IKEA seizes this new consumer layer and provides them with well-designed, functional and relatively cheap household products to meet their special needs. Focusing on quality and taste, while taking into account the price Consumption habits, the overall style and design of the website are clearly biased towards the preferences of the white-collar class.

The products display a unique style

The style of IKEA home furnishings is the cohesion of Swedish home design history, but has not caught up with the trend of modernization. It is practical and novel, focusing on people-oriented , a Swedish family that embodies age-old traditions in many ways. On the basis of such a brand, how to bring the product information of IKEA home page to vivid and strong information for online consumers, IKEA has become the main purpose of the website establishment.

IKEA’s product line*** has about 12,000 products. In addition to the site on the upper right that always offers a site-wide search and advanced search services, the design of the IKEA website's navigation bar reflects the typical features of IKEA's display products.

Convenient navigation bar design is a key success factor for a business website. Good design allows consumers to obtain information faster, which not only reduces consumers' desire to buy.

The color combination is eye-catching but stable, not only in line with the preferential white-collar class, but also consistent with the color promotion of the signboard and physical style.

With a way that echoes the physical model store display, the website offers all products in addition to drop-down menu navigation and a new product column, and has also designed a series of advanced between-kind displays to promote its products .

The rooms of each category and the products of each category are not necessarily the same flash design, the best use of the same IKEA form, so that consumers can convey information about their products and provide a variety of homepages Layout plans to inspire everyone.

To view the Flash video player style, hover the mouse over a product and change the product name and price. Another example is that the product range of a clothing store not only uses videos to play pictures, but also involves how to display goods with animations, visual effects, huge, exciting people.

The products on the IKEA website, whether displayed from a single product or the entire homepage, convey a strong message to consumers: either from the bed to the Robin cup, or from the table to the multi-purpose Intermodal operator Bisk cabinet, IKEA furniture which is not a simple unnatural, unique ingenuity, beautiful and practical.

Some people refer to this model as a strategic style TV show with "energetic marketing" because this display is lively and fully represents each product on the spot. Consumers can choose almost all furniture and household items from IKEA except electrical appliances, and fully enjoy the speed and convenience brought by one-stop service. On the other hand, such information can have a "joint purchasing" effect - because the overall layout of the room is displayed, rather than a single display, IKEA furniture, regardless of appearance or function, can indeed push the minds of most consumers to what they want. Buy.

Dream homes for sale

Another important strategy for IKEA products is to "sell dreams rather than products."

On the website, every design, With every information displayed, IKEA consumers build a beautiful dream home. This dream is even more evident in the theme of the IKEA sales event. For example, after causing a sensation last year, the Internet has become a typical online viral marketing business. It provides college students with a thematic website and email addresses of virus tools. Fill in the fields, sender's name and e-mail address, then point Send About OK. The message is clear on this site and invites students to design, develop budgets, and even win dorm furniture. IKEA had a fun and smart display throughout the event where students had to open up items and draw them to the styles and prices of these pieces of furniture. Click on any corner of the leadership room on the screen to get every participating student excited. The website also offers videos and background music for free download. Dorm style dress is consistent with IKEA furniture, diversity and students' eagerness to decorate their own personal environment. IKEA offers free and discounted items, but also highlights benefits, its own style, but brand value. Expressing this message in the event, marketing experts alike gave it an A+; one in terms of interaction as well as mobilization.

Indeed, the charm of this site is the fact that IKEA is already implementing and promoting values ??- a simple way to create a better life. Take a look at some of the special events IKEA has recently launched.

Candle Lane brings topics to shade, freedom, temptation and so on - it must be noted that this classification is subject to creating a good impression; magic to change the theme of the picture; a little knowledge of each marked candle flame .

A good living layout and bedrooms feature rich taste. The flash memory will display information about the corresponding furniture as you move the mouse, and you can view detailed views by clicking the mouse.

Not only can you view the kitchen by clicking on any item to see a description of each piece of furniture, but the entire kitchen can be walked out and seen. Through this process you will first see a simple kitchen cooking information, then you will be taken to the outdoor screen where you can start looking on the street or relax comfortably in the wilderness where you can re-enter another style kitchen . You can still experience different weather, it could be a beautiful sunny day it could be a cold winter night. This feature is impressive.

Recently, IKEA is vigorously promoting the "sleep revolution" as a big theme.

In early October, this year's IKEA survey was held online on a large scale. The survey had over 15,000 traffic and had feedback from over 5,000 real consumers.

According to the network of survey results, IKEA has become more determined on the need for a "sleep revolution" in 2008 and has set up "Comfort Sleep Experience Centers" in its four large shopping malls to promote the new concept of "comfort, affordability, and individuality" of sleep. Since its opening, the "Comfortable Sleep Experience Center" of IKEA Shanghai store has received thousands of inquiries and consumers to purchase mattresses.

At the same time, IKEA also launched the "Sleep Revolution" website (www.ikea.cn/translated into zzz).

Web content is listed as "You really haven't slept yet," "Why you're not sleeping well enough," "Your personalized plan for a comfortable night's sleep," "Sleep discussion topics are," "Sleep Revolution Shop." Internet users can play interesting games on site to test and learn about their sleep and knowledge; they can also participate in discussions online on thematic sleep and learn about relevant activities, as well as shopping malls and CCTV IKEA sleep cooperation projects; through surveys The match results of the questionnaire can also be used in sleep procedures. It is understood that as of the end of November, the number of consumers who have purchased 4 sleep products and participated in the sleep revolution in China has exceeded 300,000. In order to cater for the site's activities, the IKEA Shanghai store is also equipped with a mattress pad to protect easy event redemption.

Looking at all the special events of IKEA, on the IKEA website you can find the most media-driven events to promote and communicate product information, and all the flashes are very complete and beautiful, but also interesting and almost There are no mistakes. Great ideas are often borne in mind by some mistakes and imperfections. This proves the success of not only providing consumers with the necessary information back to the consumer for a virtual experience, but also artistic aesthetic pleasure. Websites have so much technical content that they can run well and at this point most of our corporate websites don't, which is currently very difficult to do.

Want their products to become a real brand and promote more than just rigid advertising. IKEA has been ranked in the top 50 of "The World's Best Brands" for five years in a row, and incredibly, it invests very little in advertising. In fact, the core of the IKEA brand is to be real customers and become brand communicators. This is not about selling furniture, it is about building a wonderful dream home for people and letting customers experience it: it turns out that the kitchen can be so generously clean, orderly, and the living room Bedrooms can be so colorful and feature-rich, and bedrooms can be so warm and wonderfully customizable. A lot of knowledge lives here, many home decoration dreams and sudden inspirations quietly come here.

IKEA's service strategy (service)

IKEA has always believed in the "customer mentality" - that is, the basis from product design to marketing is the customer-oriented marketing concept. In order to save time and mental costs for consumers, IKEA provides a large number of services for shopping convenience:

Timely information on events and thoughtful investigations of various products

Products Catalog Fashion

Another powerful strategy for IKEA services is the IKEA catalog. In September 2006, the IKEA catalog home page was released simultaneously in Beijing and Shanghai with 2.2 million copies. With this global expertise, IKEA home designers and photographers are involved in the production of fine catalogues, sharing with consumers more than 50 years of knowledge accumulated in the development process of home furnishings, practical experience and innovation, guiding consumers how to personalize furnishings The living environment at home provides a source of inspiration. Decades of history and growing circulation show that the IKEA catalog has become the most typical IKEA marketing tool.

The website not only provides a "Better Home Guide" column on the home page, but in the lower right corner of each page is a thumbnail of the product catalog with click-through options to view or order.

IKEA not only promotes sales through catalog marketing, but more importantly, vigorously promotes this beautiful catalog through two large shopping malls and website media to further consolidate the brand image and improve brand awareness and customer loyalty. .

Humanized customer service

While this service does not offer online sales, the website's "Customer Service" and "About IKEA" sections set up a "shopping experience."< /p>

"Customer Service" also provides detailed descriptions of IKEA store services, FAQ shopping, free registration, shopping mall and inventory inquiries and other services.

Details and humanistic care save consumers a lot of unnecessary trouble.

Self-Service Personalized Ordering

IKEA remembers that most people have customer service self-service. At IKEA, customers can save money by doing it themselves - buying, having their own delivery and assembling furniture; they can also appoint IKEA interior decorators online, such as architects and designers, and ask them to help design a new house, or make recommendations for conversions ;The website also provides a specialized Parkes wardrobe design, kitchen design, lighting design case, small and medium-sized studio design features, etc. If the customer is satisfied with the design, you can print it directly to the mall for convenient purchase.

IKEA will hold "IKEA Building Materials Cup Contest" from time to time to encourage new ideas.

The active "IKEA" club

In the United States, IKEA "fans" spontaneously established the "IKEA Fans Website", and the club naturally extended to China, especially for the development of our country. "Fans" have established a service platform - the "IKEA" club.

In "IKEA Family", IKEA's "fans" provide a number of membership services to the public. The topic of "fans" is in lively discussion here. From the manual on how to use IKEA kitchen colors to the program, they can freely express their sincerity and also post a large number of daily life and IKEA-related pictures, as if becoming IKEA "fans" on the Internet home.

With IKEA’s future marketing plans, this blog will become an important communication platform for IKEA fans and consumers. Chen Yue, the person in charge of IKEA in China, said: "The blog is an important communication platform and will continue to increase investment in capital and technology."

Domestic household enterprise IKEA comparison website

More stressful times I only have the following ones to mainly analyze the current situation of domestic enterprises and network marketing. Mainly comparing Oriental Homes and IKEA.

Oriental Home.cn/

Oriental Home can be said to be my country's largest domestic industry in North China, and it is a local household industry, and its online marketing is very powerful.

The overall layout of the website distribution is unified, reasonable, and harmonious color combinations, but there is no failure in the case of convergence. Dongfang Home products are useful building materials and household appliances, from integral kitchens to various screws, consumers can have one-stop shopping. Product pictures are clear. And add a watermark to prevent theft. The store also has detailed displays. Chinese and English versions of the browser expand the website's service consumer groups. In addition, from the person in charge of the website, including the design of the navigation bar, it can also be clearly felt - Oriental's entire home network marketing is oriented and is consumer-centered.

The biggest difference between Oriental Home and IKEA is that it makes a variety of home-style furniture of multiple brands. Oriental Homepage is aware of the spending habits of Chinese consumers, and therefore must conduct some holidays to allow all promotional activities to return with a large-scale lottery. In addition, Oriental Home makes full use of information technology and network platforms for unified procurement, unified distribution, and unified management, not only to ensure the interests of manufacturers, but also to ensure that consumers can provide a comprehensive choice. Oriental Home knows that IKEA, after all, can only give consumers a brand and a style, and Oriental Home can achieve its purpose by collecting products from various manufacturers to meet the needs of consumers.

In the fierce market competition, Oriental Homes is moving towards standardization step by step. It is not just a successful online sales model with Chinese characteristics and management methods to show that Oriental has also become an important part of a successful home. factor.

House Actually.cn/

Advantages:

Bright, the logo highlights the corporate image and visually conveys it to the audience.

Asp.net applies advanced programs.

Advertising display of promotional content and media.

Sub-site function.

Abstract: Better grasp the overall sense of color and rich content.

Disadvantages:

Navigation is too simple, clear classification. De-emphasis does not have a strong visual impact.

Technical management does not flow normally. Paying first and asking around the bottom of the first store in Beijing is the wrong link. Other substations only display pictures, which is too monotonous. Shenyang and Chongqing substations cannot be opened.

The interactive forum mainly includes the Middle East, at the end of the members area. The idea of ??a board or business can be seen in the distribution.

The font for the promotion campaign, Promoting Families, is too small to be seen and there is no link to a detailed description.

The website does not update information in a timely manner, for example, the promotional advertisement at the bottom of January 2007 still exists.

The click callback function cannot be used.

Summary: The site as a whole is too loose and not enough well laid out. The main body is unclear, making it difficult to leave a deep impression on consumers, and it also prevents visitors from visiting step by step. There are many functions that cannot be used and state convergence fails, which affects the corporate image.

Jimei.cn/Homepage

Advantages:

After the content-rich web page, a very lively feeling.

There are video ads and media ads.

Navigation order and clear service content.

The spokesperson of a famous brand and excellent corporate culture.

Disadvantages:

There are too many dynamic effect websites, which will easily give people a feeling of being too cluttered, and the page download time will be longer, which will easily reduce the audience's desire consumption. Yi also seems to lack focus.

The ratio of ads is no longer good enough.

The art website is also quite satisfactory, even a bit dated.

Some cities in Jimei, such as furniture and building materials, cannot open the link.

Summary: The number of web pages with rich overall content and dynamic effects. However, due to the lack of stored image display, the general feeling of an old artistic web page is not conducive to promoting the brand image. The picture design is too simple to convey the product information and lacks a unified whole. The failure of convergence at the top of the site is a flaw with a very bad impact.

Abstract:

In the process of this first research, in addition to browsing the IKEA website several times, I also visited several domestic commercial websites. A relatively deep feeling.

About the current situation:

my country's Internet is the largest in the world, so our online marketing market is quite huge. It is the basis of my country's B2C for the people. Based on the huge potential of the Internet, family businesses have begun to "walk on two legs" through online marketing: now online promotion and sales, and a marketing system are established in three dimensions. It is understood that the role and status of Internet marketing is so important for three main reasons. First, there is an unparalleled timeliness of online publicity, covering a wide variety of information; second, through the Internet businesses and consumers can achieve positive interactions; third, advanced e-commerce provides an advanced operating model. As the home industry becomes increasingly competitive, online marketing will play a key role in becoming a new marketing model.

However, after visiting many commercial websites, my deepest feeling is: confusion. It is obvious that most local homepage business or online marketing in our country has not achieved real results, and the entire online marketing may lack advanced operating models.

Without a reasonable layout for most websites, very good maintenance is difficult to see, corporate product displays lack details and distinctive features, and the overall artistic design of the website's detailed information is not To fully grasp, there is no outstanding furniture industry that should give consumers a feeling of warmth and furniture beauty; when consumer services are not considerate, or even convergence fails. This website can convey product information to consumers. Internet marketing has become a development trend in the market. At present, network technology and services have greatly affected the image of enterprises. If you ignore the network, you may lose the market. Oriental Home is my country's domestic brand enterprise, but it is far from IKEA's traffic and other situations homepage website can be imagined.

Home Many local products are one-size-fits-all businesses. The lack of creativity in most of our country's furniture industry as well as the large number of small and medium-sized defects, defects in the performance of website operators in enterprises are more detailed. This explains why IKEA is so popular in our country. In fact, IKEA furniture is not high-end, but it has a unique style of design, reasonable layout and compact model. The website also reflects most of these advantages in consumption. In front of consumers, this gives consumers the reason to buy---maximum creative comfort. The business model of Internet marketing is also applicable to the business thinking of all countries. It is easy to simply mark product information, completely ignoring how to show the characteristics of the product in the virtual network environment, and not putting the user experience first. This is the biggest factor that has been the biggest factor in the downturn in traffic and adhesion rates for most websites.

About the future:

How can we get rid of this homepage industry dilemma, this network marketing IKEA is increasingly "invaded" by foreign brands such as large-scale, together with them The business philosophy is divorced from the market, and the status of local families seems to be in jeopardy. But in my opinion, it is too early to draw such a conclusion.

What local native language means is our consumption habits and a good understanding of this need. This is the biggest benefit to the local community. Taking advantage of the stage where foreign brands are still groping and adapting, local companies should catch up.

Learning from foreign experience, coupled with family consumption habits, a conceptual Chinese homepage style performance. With the world's economy and culture being highly three-dimensional, multiculturalism produces a unique aesthetic. Under this premise, it is necessary to provide consumers with broader, broader choices and faster and more convenient services. This is an inevitable trend in the development of family industries. With "IKEA" back, local businesses should not wait to die. It is necessary to adopt new marketing tools to improve market competitiveness. Doing homework on the consumption habits and needs of families, adopting a unique and powerful incentive measure to protect services and highlight the characteristics of local families, "who spend less and serve well", local family businesses are an important The choice faces challenges.

Make fuller use of online platforms. Although foreign brands are very popular now, don't overlook the very important fact that they may account for half of the sales revenue of the household industry, but only occupy a small proportion of high-end consumers. Whether now or in the future, the market is still huge. Use the Internet to expand business channels, such as procurement, advertising, marketing, etc., in addition to branding, reaching the vast number of Chinese and foreign people, and should not ignore the main force of future consumption - the "80", and strive to become their key business website in the "90" . Making full use of multi-faceted communication networks is the greatest means to promote the brand.

Continuous product innovation. Without innovation, there is no progress. This is the technology of an era. Products that combine high-end technology, good appearance, and practical design are mainstream products in the future market. After the price war and all the chaos in the past few years, excellent product quality and user-friendly product design will allow companies to survive for a long time.

IKEA’s marketing practice tells us that only those customers with new marketing concepts can stimulate new marketing models, change the mindset of the company, and adapt to new situations and changes in the role of customers and companies. The way to survive and be strong. Internet marketing combines Internet marketing with concepts proposed by customers, conceptual products, and corporate concepts to firmly grasp huge business opportunities.