How did IKEA succeed?

First, take public demand as the starting point.

On the occasion of 1976, the 30th anniversary of IKEA, the founder Ingvar Kamprad issued an oath of furniture manufacturer. He said, "The true spirit of IKEA is based on our enthusiasm, our persistent innovation spirit, our cost consciousness, our desire to take responsibility and help others, our professionalism and our simple behavior." "Creating a better daily life for the masses" is the mission of IKEA. It doesn't come from products or brands, but from the public. This starting point is superior. In fact, IKEA also practices this concept in terms of products and store layout. So many people regard visiting IKEA as their daily enjoyment, which proves that IKEA attaches great importance to this aspect.

Second, it has a unique business model.

Ikea's retail model, especially furniture retail, distinguishes it from other brands' competitive advantages and provides enough extreme experience in its unique business model. IKEA's business model in the furniture industry is subversive. Although all the models are not manufactured at the same time, they have achieved great success at every major decision point.

For example, the obvious features of IKEA, such as super-large space and super-large categories, are really eye-opening. You can see all kinds of interesting and beautiful furniture. In fact, it is assemblable furniture, which is particularly attractive to young consumers. Self-choice, consumers have full freedom, no shopping guide, no monitoring, consumers can completely relax themselves and enjoy this time. These decisions have formed a brand image that is completely different from the traditional furniture industry today. After decades of precipitation, it is by no means something that a new company can simply imitate.

Third, a reasonable and efficient shopping mall layout.

Every product display and space collocation presented in any IKEA store is a scene after strong data analysis, as well as the experience of the store manager and his team and localization investigation. Starting from the door, there will be a hall heartbeat product that has been tested and placed countless times, waiting for you to enter "Shut up! After the rhythm of "take my money", there are about 50 model rooms, and various styles and pricing impact your visual experience and wallet thickness. The purpose of IKEA stores is to sell, sell and sell! Let more tourists become customers and let customers buy more things.

After walking through the model room and arriving at the single product area, your choice will no longer be vague and hesitant. You can easily choose one from thousands, because the classification and pricing given to you are enough to make every decision not a wrong choice. In IKEA stores, after everyone enters the store, the whole purchase process is clearly recorded by all kinds of dark equipment on the ceiling. Your surprises, comparisons, hesitations, decisions and other actions are all valid data, which is convenient for IKEA to conduct in-depth analysis and make more reasonable and efficient store sales in the future. The IKEA store will divide the hottest area/hot area/cold area for the whole store, so as to make a more reasonable layout for IKEA products. Ikea selects the best-selling products from the product matrix and arranges them in super hot areas to increase sales and profits; According to the "28" principle, hot spots are planned as conventional products and unpopular commodities; Use a small amount of heartbeat products to improve heat in cold areas.

Corporate vision, business model, product matrix and shopping center layout have all undergone rigorous scientific analysis, and the final decision is designed around people and consumers, so consumers can get a very good shopping experience when they enter IKEA. A very obvious feature of domestic stores is that everything starts from itself, but consumers are the second. Sometimes for their own benefit, they will sacrifice the shopping experience of consumers. They don't attach importance to the research and analysis of consumers' buying industries and habits like IKEA. It is this difference in concept and starting point that leads to the fact that even though IKEA has been in China for nearly 20 years, there is no China version of IKEA, and traditional home stores rarely learn from IKEA and learn from its experience. However, in this era of transformation and survival, the successful IKEA model is really worth learning and thinking about.