In the face of the impact of e-commerce on the traditional offline business, IKEA's business has steadily improved and will continue to expand in China. What are the reasons?
Highlight price orientation: cheap
From the advertisements, we can see that IKEA's propaganda in Europe is totally different from that in China. European advertising emphasizes the use of stories to enhance brand value-added, which lies in the concept; while China's advertising is to show products and prices that do not exceed two digits, in fact.
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Chinese consumers are still more price-oriented and lively advertising, which is very obvious in the furniture industry. Faced with such a growing emerging market and a group of consumers who are very price sensitive, IKEA must promote what it does best: transforming design and technology into affordable products that more people can afford.
To this end, the average price of IKEA products in the Chinese market has fallen by nearly 50% in 11 years. In the past five years, the price has been lowered by 15%.
Reflecting the design taste: Wumei
Low price is not Low, IKEA ensures the design connotation behind each product. The reason why young people regard IKEA as a fashionable and good shopping place is because you are here with a hand from the designer, even a $6.99 trash can.
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IKEA will update approximately 2,000 new products each year with 15 in-house designers and 75 contractual external designers.
to sum up
Highlight price orientation: cheap
From the advertisements, we can see that IKEA's propaganda in Europe is totally different from that in China. European advertising emphasizes the use of stories to enhance brand value-added, which lies in the concept; while China's advertising is to show products and prices that do not exceed two digits, in fact.
Chinese consumers are still more price-oriented and lively advertising, which is very obvious in the furniture industry. Faced with such a growing emerging market and a group of consumers who are very price sensitive, IKEA must promote what it does best: transforming design and technology into affordable products that more people can afford.
To this end, the average price of IKEA products in the Chinese market has fallen by nearly 50% in 11 years. In the past five years, the price has been lowered by 15%.
Reflecting the design taste: Wumei
Low price is not Low, IKEA ensures the design connotation behind each product. The reason why young people regard IKEA as a fashionable and good shopping place is because you are here with a hand from the designer, even a $6.99 trash can.
IKEA will update approximately 2,000 new products each year with 15 in-house designers and 75 contractual external designers.
to sum up
Behind the home industry, which seems to be sorrowful and turbulent, is actually hiding a huge opportunity. People of insight are attacking the city, and the market structure is far from conclusive. Positioning should always be based on adequate market research and accurate judgment of current situations and trends. Don't be blindly greedy, focus on market segmentation, and fully consider the different demands of different age groups and different income classes. You can also become a dark horse.
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Shandong Zhongshan Photoelectric Material Co., Ltd , https://www.chzsem.com