IKEA Is Still Watching Online Shopping Online To Become A Hobby For Young People.

Liu Tian, who is 30 years old, would like to know why IKEA, the Nordic home brand that is popular among young people, has been slow to launch online shopping service.

In the impression, IKEA is very fashionable.

In the 1998 year of the year, IKEA opened the first shopping mall in China in Shanghai, which is different from the prosperous furniture city at that time. IKEA offers a simple and bright Nordic style product and a new model room design.

Young people quickly accepted new styles and new buying channels.

Feng Su, founder of home sharing community, found that after that, Chinese furniture consumers formed two distinct circles, one traditional, one young.

In other words, a person who doesn't like IKEA likes IKEA.

"IKEA plays a role of public education in Chinese people's home affairs."

Feng Su said.

In the past 20000 years, Feng Su found that consumers in the young circles liked to talk about IKEA, but when they bought furniture, they did not want to buy IKEA furniture and household products.

The number is Liu Tian's biggest advantage in the Internet.

This is certainly true. In IKEA, a shopping mall with tens of thousands of square meters and amazing height, you can see 9000 kinds of household products.

But even from the hundreds of millions of products of Taobao, he thinks that "design, quality and service are the best". Liu Tian has selected about 10000 home brands and 70 million products for the new platform "very home" that was launched in August.

Similar channels, inventory and other costs can be reduced through the Internet, so as to reduce the selling price, but still maintain about 50% profit margins, so that the brand has enough capital to sustain development.

The "Fabrication" we mentioned earlier is a good example.

This website adopts the mode of first order and reproduction, which solves the problem of stock occupied by furniture companies.

Designers, including Zhao Lei and Zhang Fei, strongly advocate "flat packaging".

They owe this clever approach to IKEA.

"To promote the industry, we must not build a platform. We must participate in the supply chain when we sell things."

Zhao Lei said, as IKEA did at first.

Zhao Lei is a great admirer of IKEA. In the past, he has expressed his admiration for this home brand more than once.

When asked if IKEA had any problems with China, he replied, "how can IKEA have problems? At IKEA's lowest price and public sector, it is very, very powerful.

In fact, we could not do it again.

We must exceed IKEA.

This is for sure.

Now, these young brands realize that even if they don't face up to IKEA, it's not a simple matter to find another way out of IKEA.

In the past, IKEA also cultivated consumers' habit of "shopping" in the mall.

They even hope that they can meet their future home in the mall.

Therefore, when they come to the Internet for home furnishing, they are not purely graphic convenience.

If conditions permit, they will still be willing to go to showrooms or factories to see objects and enjoy free distribution and installation services.

Made.com sales were soaring this year.

In an interview, the founder said the offline shop was the reason for people to buy home products. People would go to the exhibition shop to see the entity before buying.

Made.com is also increasing its display shop and adding online and offline Unicom technology to display shop to facilitate online purchase.

This year, the wood Chi workshop has set up a showroom next to Hangzhou for local consumers.

Some brands including "Sanskrit" have made a small number of lines.

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In the 6 month of this year, Shu founded a furniture designer's network platform, like most new brands. It plans to take over the young consumers who are trained by IKEA in the first tier cities.

Shu describes them like this: they are deeply influenced by the Internet. They are still renters in two or three years after graduation. They often stroll around IKEA. But when they form a family with an annual income of about 20 million, their taste is not bad. They may choose to search overseas designers who may have heard about it on the "artificial" website, and choose the design plan that they like.

The platform has been built for five years in imitation of the British home business website made.com, which has increased significantly in recent years. Last year, it sold 4300 pounds of furniture in the UK and several other European countries, and is preparing for listing on the London Stock Exchange.

Even so, some mature home brands including IKEA still believe that people are still very cautious about online shopping furniture.

"If you buy furniture yourself, will you buy it without touching this furniture?" Zhu Changlai, President of IKEA China, asked in an interview last month, on the premise that they "know that Chinese consumers are very keen on online shopping".

In fact, furniture is not so special.

At least for some young people.

"Mao eighteen" was born and lived in Shanghai. It is a 85 year old man.

She used to be

The beneficiaries of the model rooms and the design recipients have not been to IKEA for at least half a year.

For IKEA's "rumours in the bookshops", she is as familiar as most young people: if you are ready for three years of replacement, IKEA's large furniture can also be bought.

At the beginning of last year, she renovated a 144 square meter house for the first time, and placed all the large furniture on the "Taobao", including 14200 yuan, four yuan and oak bookshelves.

Prior to that, she specifically consulted the normal price of timber, so that the deal seemed safe and affordable.

In the past, most people did not have these basic furniture knowledge.

They have the Oriental dedication to wooden furniture, but do not know which black walnut, Fraxinus mandshurica and oak are more expensive.

Fortunately, 40 people under the age of age buy furniture and start trying to get the furniture from the Internet, while the 25-35 young people like "Mao eighteen" show that they are more likely to buy home appliances and even large pieces of furniture on the Internet while they get information.

"It's completely different now."

Liu Tian told the curiosity daily that he believed more than anyone else about the good times of online shopping.

In 2009, the "Taobao" home furnishings category was created, and even furniture manufacturers felt that online shopping furniture was unlikely to happen.

If there's a chance to answer questions that IKEA still bothers at the moment, they will probably give the same answer as IKEA China before 6 years ago, most of them declined the online sales invitation from Taobao.

The situation has changed over the past few years.

In the 2014 year of the year, home furnishing products are the best selling products on Taobao.

You've heard something about it. A household brand from Foshan, Lin's wood industry, has created 5.1 billion yuan sales in double eleven this year, but young people may prefer some small brands, which provide hundreds of millions of home products on Taobao.

Free distribution and installation has been implemented in 80% of large furniture manufacturers.

For young people, their way of life is always tied up with brands.

The observation of "good living" to consumers also proves this: users pursue brands, but because brands are scattered, "it's more like a group of fans behind every brand".

The emerging brand of home design is most concerned about how to make young people who buy furniture on the Internet become their fans instead of a simple online substitute.