Like Birds In The Chinese Market To Challenge IKEA'S Impact On The Home Market

NITORI, the largest household chain in Japan, announced in December 1st that it would set up 2 subsidiary companies in China, which are like bird (Taicang) business logistics company and similar bird (China) Limited, with an investment fund of 10 billion 800 million yen (560 million yuan).

The first bird shop in China opened in December 19th last year at the Wuhan Yong Wang shopping center. At that time, it planned to open 5 stores in 2016-2017, and planned to increase to 100 stores in China by 2022.

Previously, a bird like subsidiary in China is mainly responsible for purchasing business in the Japanese market.

The two companies, like bird (Taicang) business logistics company, are scheduled to be established by the end of the year, and have been formally put into operation in December 2016. Like bird (China) as a sales company, it will be responsible for the development and sale of new stores in China.

Like the bird plan to sell the best sellers in China, the price is controlled in China.

The commodity is quite standard.

The products will be produced by bird like factories in China and bird factories in Vietnam and Indonesia.

In addition to furniture and household goods sold in the Japanese market, the like bird will also explore the development of goods that meet Chinese specifications.

Like a bird, it will control costs and improve price competitiveness through the construction of trading and logistics networks in the export business to Japan.

However, IKEA, which has entered China earlier than IKEA, has a higher reputation.

At present, IKEA has more than 300 stores in about 30 countries, and has 18 outlets in China's northern Guangzhou and other cities, leading in popularity and sales scale.

According to public information, NITORI, a bird like bird, was founded in Japan in 1972, with 370 stores in Japan and public offerings in Japan in October 2002.

By the end of 2014, like bird opened 18 stores in Taiwan, China, and opened 5 stores in the US (Aki-Home).

Low price as a selling point in the Japanese home market has grown rapidly, and now it is copying this selling point to China.

The bird shop in China is called "NITORI". Its target audience is a young couple over 20-30 years old.

Wuhan stores have 4000-5000 categories of products, including table furniture, storage and accommodation, and tablecloths, tableware, etc.

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In addition, like birds will also focus on furniture display and other home furnishing comprehensive decoration program, so as to attract customers.

Like bird, when deciding the location of shops, it will consider avoiding competition with other foreign enterprises that first enter the Chinese market.

After the establishment of the two subsidiaries, the birds increased the target of 1000 stores in 2032 on the basis of the 100 targets in 2022.