IKEA: People Are Most Concerned About Online Shopping.

Over the past few years, IKEA has launched online shopping services in 13 markets, but in the 2015 fiscal year, the figure has not increased.

The good news is that IKEA's attitude towards online shopping has changed dramatically.

In 2008, when IKEA founder Ingvar Kamprad (Ingvar Kampard) rejected a proposal to create a network home sales channel, he also thought that "buying and selling on the web page will reduce the number of guests coming to the store, so that some extra businesses will be lost, for example, some goods are readily picked by customers, not necessarily what they need".

But at the beginning of this year, Peter Agnivjevo, President and CEO of IKEA, changed his mind in an interview with New York Times.

He said: "we are not the earliest adapters, but we already think that we are quite mature.

We understand that this is not a trend, but a great change. "

In this great change, IKEA website

To 1 billion 900 million, online sales increased by 35%, breaking 1 billion euros for the first time in the 2015 fiscal year, but still accounting for only 3% of the total sales.

In an interview with CNBC in October this year, Peter admitted: "IKEA's online business is lagging behind, and will focus on developing e-commerce in the next five years."

Peter also said that five years later, IKEA's online sales will reach 50 billion euros, accounting for 10% of IKEA's total sales.

Stores and online stores also reflect the conservative decision making of IKEA headquarters.

If only half of them had the courage to invest in new energy and climate investment, in the last fiscal year, IKEA group and IKEA foundation invested 10 euro billion euros for renewable energy, and even if it counted a large sum of money from IKEA shopping center, the total investment of other businesses of the company would be only 2 billion 600 million euros.

The attitude of the Department is very important, because the major decisions of this multinational company depend highly on the unified instruction of headquarters.

Zhu Changlai is the general manager of IKEA China. She often thinks that IKEA should move slowly and slowly like a big ship, or is it like a fleet that allows some clippers to go out first?

In an interview last November, Zhu Chang said IKEA China's "online service plan is synchronized with IKEA global".

Before global implementation, IKEA is testing new network systems in Ireland and hopes to start online sales in more markets in 2016 and 2017.

It can be expected that China is the first multi-functional company.

It will open in Tianjin in February this year, which will not only support IKEA's opening more stores in the north, but also be used for online sales operations.

But shopping malls are still the most important part of IKEA.

After IKEA released the beautiful financial data in the 2015 fiscal year, Zhu Chang has received many questions like this: how can IKEA grow by 18% without online shopping?

"People question whether there is no electricity supplier without success."

Zhu Chang, she agreed, "let consumers first experience in IKEA mall shopping mall, and then go to the line".

Especially in emerging markets such as China, IKEA has only 18 stores, and the number of stores has increased by about 3 per year.

Opening up a conservative attitude on new channels has prompted regional managers to habitually respond to media interviews: "for me, the sooner the better."

Zhu Changlai made such an answer when answering the online shopping service in China. The same answer also appeared in the mouth of Andre Schmidtgall, general manager of South Korean District, Andre. He said, "from my personal point of view, I hope IKEA can enter Korea earlier."

But in the end, IKEA entered South Korea or spent 7 years preparing for it.