IKEA Will Launch E-Commerce Business In Late August Only For Trial Operation In Shanghai Region

In the 2017 financial year media conference held yesterday afternoon, it said it would be launched at the end of 8 months.

Business, but this business will only be tested in Shanghai.

This may be because IKEA's main product distribution center in China is located in Shanghai.

At the same time, this is the earliest entry of IKEA into China.

Consumers are relatively mature.

The last time IKEA talked about e-commerce in China in April this year, IKEA said in an interview that it intends to launch online shopping services in China in the second half of this year.

In the following May 25th, IKEA opened China's first PUP (PUP) in the southern city of Wenzhou.

The less than 2000 square meter pick-up and ordering Center (usually less than 1/20 of the shopping mall area) is considered to be a warm-up for online shopping services, and it supports consumers to place orders on the computers of the pick-up center.

Within a few days, these goods will be extracted from the nearby shopping malls in Ningbo and will arrive here.

Customers can choose to pick up their products in person, or when they place an order, they will ask IKEA to deliver the door and pay a small delivery fee.

But in the past, more than 9000 kinds of products in IKEA shopping center only appeared in this order center, but less than 1/10 products can be purchased readily.

From the shopping mall scene, this did not affect consumers' enthusiasm for the Swedish home brand.

However, this is obviously not convenient enough.

Although IKEA has opened up new stores in China, it has accelerated to 3 a year, but it is still not satisfactory.

IKEA currently has only 20 shopping malls in China.

IKEA believes that IKEA will become more accessible to consumers after the trial run of e-commerce.

According to the data released by IKEA, IKEA still has a good performance in the Chinese market in fiscal year 2016.

As of August 10th, IKEA has received 8346 visitors to 20 shopping malls in China, an increase of 20% over the previous fiscal year. These visitors contributed 11 billion 700 million yuan in sales, an increase of 19.4% over the previous fiscal year.

This means that IKEA has achieved two digit growth in same store sales in the Chinese market for 5 consecutive years.

Once the online sales channels are open, they may make the data more attractive.

At present, IKEA has only 13 online shopping outlets in 28 global markets.

In the 2015 fiscal year, IKEA's online sales increased by 35%, and for the first time exceeded 10 billion euros, but still accounted for only 3% of the total sales.

In IKEA's fastest growing Chinese market in the past two years, picking homes on the Internet is becoming increasingly popular.

This visit from IKEA's official website shows that in the last fiscal year, IKEA's official website has increased by 25% to 6700 million.

But IKEA's conservative attitude towards home shopping in the past has already given them some opportunities.

In addition to low price products, new Internet home brands that emphasize quality and personalization are also emerging. They are competing with IKEA for consumers, and claim to do better than IKEA.

In Shanghai, Taobao's IKEA shopping is also the most mature, which will challenge IKEA's e-commerce services.

In particular, the freight rates of IKEA are controversial in the global market, but Taobao has asked for more than 80% stores to provide free distribution and installation services.

And Jiangsu, Zhejiang and Shanghai, as you know, are Taobao's postal area.