About the market positioning of IKEA furniture

IKEA was founded in Sweden in 1943. "Creating a better daily life for most people" is the direction that IKEA has been striving for since its inception. The IKEA brand has always been associated with improving people's quality of life and adheres to the business purpose of "providing as many customers as possible with affordable, well-designed, functional and low-priced home furnishings." When shopping at IKEA, you can feel the warmth of home and enjoy first-class design without too much restraint. As long as you follow the shopping arrows on the ground, you won't get lost and will visit the entire IKEA store. In the early days of IKEA's founding, it was decided to stand with the "majority" of people in home furnishings. In response to this market positioning, IKEA's products are positioned as "low-price, exquisite, and durable" home furnishings, which are in the form of single-style furniture. At the same time, IKEA’s target customer group is mainly between the ages of 20 and 45. The target consumers are young people who want high style but cannot afford high prices - they are very happy to sacrifice services in exchange for lower costs. This is their general positioning, but after coming to China, its market positioning is "white-collar workers who want to buy high-end goods but cannot afford the high prices."