IKEA China Officially Disclosed Multi-Channel Sales Plan. The New Strategy Looks Good.

Wenzhou ordering center is the first small store in IKEA pilot. It is located in the Mixc business district, with an area of about 2000 square meters. There is basically no difference between the display series and large shopping malls.

Like shopping malls, the IKEA ordering center also has a model room. Consumers can order goods through IKEA's internal system. After the goods are shipped from IKEA's Ningbo store, consumers can choose to deliver goods by IKEA or to pick up goods at Wenzhou ordering center.

The IKEA electricity supplier, which had been rumored for a long time, finally had a definite message.

IKEA will launch e-commerce channels in the Chinese market in the second half of this year.

Zhu Changlai, President of IKEA retail in China, told reporters that IKEA's e-commerce platform will use IKEA's self built official website at the present stage, relying on the logistics strength of 19 IKEA stores, and gradually developing in different regions.

At the same time, Zhu Changlai also said that the future does not exclude the possibility of cooperation with other mature e-commerce online shopping platforms.

IKEA food, which is popular with consumers, is also likely to be sold through an e-commerce platform.

At present, IKEA has launched an e-commerce business in 13 overseas countries.

In addition to the electricity supplier channel, IKEA also responded to the reporters for the first time about the operation of Wenzhou IKEA ordering center, which is about to open in May 25th.

Flat packaging, logistics convenience of IKEA home, seems to be in line with e-commerce.

However, for many years, the business of electronic commerce has been absent from the Chinese market, which led some critics to think IKEA was slightly conservative.

Zhu Changlai explained that e-commerce is not a new proposition for IKEA, but IKEA has also conducted long-term research and preparation in order to adapt to the unique environment of the Chinese market.

At this stage, IKEA's plan is to establish a multi-channel sales strategy to meet the needs.

Different needs.

In February of this year, IKEA established third large-scale warehousing and logistics bases in Tianjin.

Zhu Changlai said that this is also an important measure to better serve multi-channel sales.

"E-commerce has put forward higher requirements for inventory management of retail enterprises.

If a product is out of stock, it needs to be adjusted quickly. "

Wenzhou ordering center is the first small store in IKEA pilot. It is located in the Mixc business district, with an area of about 2000 square meters. There is basically no difference between the display series and large shopping malls.

Like shopping malls, the IKEA ordering center also has a model room. Consumers can order goods through IKEA's internal system. After the goods are shipped from IKEA's Ningbo store, consumers can choose to deliver goods by IKEA or to pick up goods at Wenzhou ordering center.

Zhu Changlai said that Wenzhou is not far from Ningbo shopping center, and the pportation is convenient.

At the same time, Wenzhou is densely populated and has a relatively advanced economic level. Although there are no IKEA stores in the region, there are more than 20 thousand registered members.

Very high, it is a suitable experimental field.

What may be disappointed to local consumers is that there is no IKEA restaurant and no IKEA food sales in this ordering center.

"The order center is

The extension and supplement of shopping malls.

Zhu Chang, IKEA is expanding in the Chinese market with the number of three stores every year.

And through the ordering center, IKEA can enter more cities more quickly, allowing local consumers to experience IKEA products.

If Wenzhou's ordering center has successfully tested the water, IKEA will open such stores in more similar cities.

On the other hand, IKEA will also evaluate the operation of ordering centers around the country as a reference for location selection of shopping malls.

In her view, according to IKEA's experience in foreign markets, the business of the electricity supplier will not squeeze the revenue of the shopping mall under the line, and more increments will come from new businesses instead of substitutes.

Taking into account the potential of the Chinese market, IKEA has confidence in the development of multi-channel sales.

In the 2015 fiscal year, IKEA's Chinese market achieved 10 billion 500 million yuan sales, sales grew by more than 18%, a 10% increase over market sales.

Meanwhile, the membership of IKEA Club increased by 42% to 13 million 500 thousand, and the official website's visit reached 53 million, an increase of 52.5% over last year, and more than 75 million people visited IKEA China shopping malls.

Zhu Changlai said that shopping malls, e-commerce channels and ordering centers are an important part of multi-channel sales. These channels support and complement each other to meet different needs of consumers.

Shopping malls are not only the base of warehousing and logistics, but also the center of IKEA's main brand display and experience.

Consumers who buy goods online can apply for after-sale service through offline stores.