IKEA'S Entry Into China'S Electricity Supplier Market Has Been Overturned By The Internet.

IKEA has long been rumored for a long time.

Finally, I got some positive news.

IKEA China responded in response to this news that IKEA will launch e-commerce services in the Chinese market in the second half of this year.

Admittedly, in the current IKEA official website, although there is a suspected mall interface, there is no way to settle accounts.

So when IKEA China affirmed the news that it would launch its own online platform, it attracted much attention, and there were even two rival camps on the Internet.

Optimistic

IKEA has gained a lot of popularity because of its simplicity, fashion, humanization and low pricing. However, it can't buy things without going to the store, which makes many consumers keep calling for IKEA to do business.

In recent years, even in the online auction, there are many IKEA furniture figures. There are even some special purchasing agents for IKEA business, which show the needs of consumers in this area.

The so-called demand is the market, IKEA into the electricity supplier market, there is consumer demand as a support.

It has to be said that although e-commerce has brought a great impact on China's retail industry, IKEA's offline stores still thrive in the Chinese market.

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.

At present, there are 18 shopping malls in the mainland of China, all of which are large member shopping centers with an area of more than 30 thousand square meters. The location is also located in the first tier cities. And in order to continuously expand the market, such as the more offline cities, IKEA is also making more attempts.

It can be seen that IKEA's reputation for its brand has long been known, so there is no need to worry about the traffic problem.

Not optimistic

At present, there are few successful cases of home furnishing enterprises in China.

It can be said that the household electrical business channel has just started, and there is no successful experience to guide before.

IKEA's offline store business model has been successful, which indeed raised the expectations of the market for its online platform. But for IKEA, how to ensure the actual experience of online platform consumers? We are all very aware that compared to the standardized products of 3C category, home pays more attention to the on-site shopping experience.

Just like consumers are buying big things like beds and wardrobes.

Most of the products need to go to the scene to make sure the order is placed.

In this regard, IKEA has to think more.

I have to mention that at present, e-commerce is suitable for standardized and mass produced fast moving consumer goods. Its advantages are fast and low price. Unfortunately, because of its own characteristics, home does not possess this advantage.

It can be said that household products are basically not standardized, which determines that they are batch products rather than scale products.

At this point, it is not only a hindrance to IKEA, but also an obstacle to the whole household business.

It is undeniable that IKEA's choice to enter the Chinese electricity supplier market will face many tests, such as after-sales service, warehousing logistics, online and offline integration, etc., but no one can conclude that IKEA will be very difficult to succeed.

after all

The subversion is often unexpected, and that is why we have more expectations.