The Problem Of IKEA Touches Is Logistics.

In the "IKEA purchase" on a treasure, there are more than 500 shops.

In late April, these businesses came to the bad news: IKEA announced that it had "electric shock" in the second half of this year and launched online shopping services in parts of China.

"E-commerce is booming in China. E-commerce will be a very good supplementary form of IKEA retail to help IKEA enter the two or three tier cities of China," IKEA District Public Relations Manager Xu Lide explained to reporters.

IKEA China says it is still discussing the charging standard for online shopping services.

As to which cities will be selected as online shopping pilot, Xu Lide said, "it is not convenient to disclose at present."

For IKEA's "electric shock", many people question: is it too late? In China, "Jiayi Mei" formed by 12 original IKEA OEM enterprises, set a sales of 2 million yuan in the "double eleven" one day in 2012.

In this regard, home furnishing Home Business Research Institute chief expert Tang people analysis: "IKEA is not a follow suit business.

It is now developing electricity supplier business in China, either because of its own strategic considerations, or that its leaders are lagging behind in decision-making. "

"Speaking of the development of IKEA home, it is more conservative."

Tang people's evaluation.

In the home industry, IKEA's sales have always been known as "tradition".

Since its entry into China in 1998, IKEA has been taking the consumer experience of offline stores as its core. Uncle has gone to IKEA to "sleep". The story of aunt going to IKEA to "rub coffee" has become a legend.

On the contrary, IKEA has refused online sales even though its official website has exceeded 53 million visitors in 2015, it can only provide product display and can not be purchased directly.

In 2013, Chinese netizens opened the curtain of "double eleven" chopping hands.

In those days, the British Financial Times published a report about "IKEA will expand online sales". Many domestic media have compiled and forwarded it. So we speculate: IKEA will finally become an e-commerce provider?

But since then, IKEA's "electric shock" road has returned to silence.

Until the summer of 2015, IKEA suddenly announced that it would launch its e-commerce business in 13 European markets.

In October of the same year, IKEA president and chief executive officer Peter Agni jvo admitted that IKEA's online business was lagging behind. IKEA's 2015 earnings report also confirmed this point. IKEA's 13 online sales platform this year brought only 1 billion euros of sales to the group, accounting for 3% of its total revenue.

Peter said that in the next five years, IKEA will focus on the development of e-commerce and increase online sales to 500 billion euros, accounting for 10% of the total sales.

China's fiercely aggressive home business market makes IKEA unable to avoid it.

From 2013 to 2015, China's online home scale expanded by 2.3 times, and the annual turnover growth rate remained at around 40%, according to CBNDate, the first Chinese financial business data center.

At the same time, according to the data of Taobao and Tmall, although the second tier cities are still the main force of online household consumption, the three or four line online home consumers are on the rise. By the end of 2015, their share has increased to 37% of the total household electricity supplier sales.

IKEA can not turn a blind eye to such a huge market.

Xu Lide said in an interview that IKEA headquarters finally realized "how many netizens China has and how many consumers there are".

The more important factor comes from the vigorous implementation of the electricity supplier by the Chinese government.

On 2015, the general office of the State Council issued the "cross-border promotion".

The guiding opinions on healthy and rapid development put forward five supporting measures, including optimizing customs supervision measures, improving policies and measures for inspection and quarantine supervision, standardizing import and export tax policies, improving e-commerce payment and settlement management, and providing financial and financial support.

Zhang Cuixia, chief investment adviser of the first venture, told the times weekly reporter: "IKEA has seen the vigorous development of China's electricity supplier and the support from the government. It is now in line with the trend of the times to do business in China."

In 2015, IKEA had launched rumors about China's online sales platform, but Xu Lide responded that IKEA must be ready to launch e-commerce.

Some experts pointed out that logistics warehousing is one of the important reasons why IKEA has been slow to launch online sales.

The first is how to pport.

Home is a large commodity. With the increase of the volume and weight of the pie and the high cost of freight, many furniture suppliers choose to cooperate with the third party logistics.

"IKEA will also cooperate with the third parties to provide logistics services," he said.

How to ensure the stability of the third party logistics cooperation? In March 2013, IKEA had a dispute with the logistics providers, which led to the chaos of the delivery system in Guangzhou.

In response, Xu Lide said that the IKEA China will first select some cities to conduct online shopping experiments, collect experience and problems in logistics cooperation, and finally extend online sales to 18 sales outlets nationwide.

When the house reaches the warehouse, it also faces the problem of how to extract and install it.

"Buying IKEA online, all door-to-door and installation will be charged."

Xu Li said.

But at present, the relevant rules are still being worked out.

As far as door-to-door services are concerned, although most of the home furnishing companies provide free on-site installation services to a second tier city, according to the information of Tmall merchants, the installation charges for the frontier provinces such as Heilongjiang and Xinjiang have reached 900 yuan at a time.

But the second and even three or four tier cities are the fastest growing places for home business. In order to cover these cities, IKEA announced that it will launch a new store form in China's three or four tier cities: the "pick up order center".

Here, consumers can use IKEA's website or catalog to buy products, but still need to spend some time waiting for door-to-door delivery or picking up their own products.

In May this year, IKEA's first "delivery order center" will open in Wenzhou, Zhejiang.

This is seen by the industry as the preheating action of its online shopping service.

In fact, home is indeed.

One of the highest electricity providers.

Last year, "double eleven", home return rate reached 10%, far higher than that of department stores.

Apart from the problem of logistics, many people will care if IKEA's online sales price will be cheaper than that of a physical store.

IKEA insiders said, "the prices of all IKEA products will be consistent."

"I believe that IKEA is doing business, maintaining the same price on line and online, in order to integrate online and offline.

The electricity supplier not only sells things on the Internet, for example, the WAL-MART of the United States, the line is an extension of the line, but the sales way and sales experience are different.

This is also a trend in the future to do business.

The Tang people said.

Like the Nordic people's attitude towards life, IKEA has expanded nearly 18 times in the past 1 years.

As of 2016, IKEA has opened 18 stores in China - the "Muji" product that has entered China in the same period, and has opened 121 stores.

IKEA said that this year,

It will speed up to 3 stores in 1 years.

At present, IKEA's 18 stores are located in the northern second tier cities such as Beijing, Guangzhou and Shenzhen, and the location is located in the prosperous section of the city.

In Shanghai store, IKEA invested nearly 60 million dollars.

IKEA China's store area is also far higher than IKEA's store area in other countries - China accounts for 8 of IKEA's 10 largest shopping malls in the world.

In 2015, the entire IKEA China Restaurant received 31 million customers, almost 3.2 times the Swedish population in 2014.

With the goal of producing products that everyone can afford to design, IKEA has become a "pcendental shop", which has changed greatly for the Chinese people, especially the younger generation. The Nordic simplicity represented by it has become the mainstream of home aesthetics in China.

IKEA has gradually changed from the symbol of the petty bourgeoisie to the home that the working class can afford.

According to the "insight into the consumption preferences of Chinese household style" report, in 2015, the total number of household orders in modern online home consumption orders was more than 7.

IKEA's earnings report also showed that the total sales volume of IKEA group increased by 5.9% to 28 billion 700 million euros in the whole year of 2014, with the most obvious growth in the Chinese market.

IKEA is also facing a quality dilemma.

In 2011 alone, IKEA recalled its products for the four time.

In 2009-2011 years and three years, according to incomplete statistics, IKEA announced the recall of at least 15 products.

An expert analysis said that the low price of IKEA products led to its factory's search for cheap materials to maintain production.

"The Chinese market has brought tens of millions of consumers to IKEA, and also made IKEA's traditional brand from northern Europe more dynamic.

Chinese consumers' demand for quality and price, fierce market competition, all urge us to constantly update products and reduce prices, so that more Chinese people can afford it.

Xu Lide said.