Ikea is from Sweden The globally renowned furniture and home furnishing retailer offers a wide range of functions and styles in harmony with each other. Sales mainly include chair/sofa series, office supplies, bedroom series, kitchen series, lighting series, textiles, cookware series, house storage series, children's products series and about 10,000 products. ^[1]

It has 356 stores in 29 countries, 37 of which are in the United States China The Mainland, Respectively in... Peking (three), Shanghai (three), Tianjin (two), Xi 'an (two), Guangzhou (two), Chengdu (two), Wuhan (capital of Hubei Province) , Shenzhen , Qingdao , Nanjing , Wuxi , Dalian , Shenyang (in Liaoning Province) , Jinan (in Shandong Province) , Ningbo , Chongqing , Hangzhou , Harbin , Foshan , Suzhou , Xuzhou , Nantong , Changsha , Zhengzhou , Fuzhou (capital of Fujian Province) , Nanning , Kunming , Hefei (Capital of Anhui Province) . ^{[49 and 50]}

Ikea take globalize 的采购模式，在全球设立了16个采购区域，其中有3个在中国大陆，分别为 South China region , Central and North China. Ikea's purchases in China have accounted for 18% of the total, ranking first. China It has become IKEA's largest sourcing market and one of the most important Spaces for business growth in IKEA Global strategy Has a pivotal position in.

On September 19, 2018, IKEA announced the recall of 3 children's lamps from the SMILA series. ^[3] Ikea will invest 10 billion yuan in China by 2020 RMB . At the same time, IKEA's first small store in China will be located in Shanghai Guohua Center. ^[4] In October 2019, Interbrand published Global brand Number 26 on the Top 100. ^[5]

2024 On April 9, the first boutique in the world was opened in Shanghai. ^[51]

Company name: IKEA
Foreign name: IKEA
Establishment time: The year 1943
Headquarters location: Sweden

Business scope: Self-assembly furniture
Type of company: Joint venture company
Annual turnover: 21.2 billion Euro ( The year 2008 )
Number of employees: 123,000 people (2009)

catalogue

Brand concept

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EDITOR

In order to emphasize the democratic concept of alliance with customers for employees, in 1976, Kamprad He wrote "A Furniture Dealer's Faith," which became the IKEA Bible. He repeated that part of creating a better life for the majority of people involves breaking the limits of status and tradition and becoming freer human beings. To do that, we have to be different. Even as Ikea ramped up its global push in the 1990s, it sought to remain authentic Corporate culture . Kamprad To put it bluntly: IKEA has always held fast to its important traditions, because this is not Sweden Culture, but company culture. Otherwise, employees in other countries won't feel like they belong at Ikea. In addition to bringing simple, beautiful and affordable products to the global market, IKEA has also brought Nordic The spirit of equality and freedom spread everywhere. For young people, relative to the utility of the product, Ikea this Spiritual strength More lethal, no one can ignore such a general trend: everyone wants to be the protagonist and dominant.

in Brand strategy Ikea is also moving in the opposite direction. In September 2005, BusinessWeek and Interbrand The company ranked Ikea 42nd on a list of the world's best Brands, Brand value This is $7.817 billion, and IKEA has been in the top 50 best global brands for three consecutive years. Incredibly, Ikea invests very little in advertising.

In fact, the real core of the IKEA brand is to let the customer become the brand spreader "Rather than a hard advertising campaign. As one British media said about IKEA: It's not just a store, it's a religion; It's not selling furniture, it's building a dream for you. Ikea understands Word of mouth And carry on the seemingly primitive and clumsy, but in fact efficient operation. Ikea is like that. Brand religion The 223 IKEA stores around the world are churches scattered all over the world, and IKEA employees are part of this brand religion clergy After systematic training and value edification, they convey a set of life attitude and value style to the parishioners, who enter IKEA more than 300 million customers every year.

In order to let more customers become the IKEA brand homilist One of Ikea's key strategies is to sell dreams rather than products. In order to do this, IKEA not only offers a wide range of well-designed, practical, low-priced products, but also integrates the products with Public welfare undertakings Make a marriage. Ikea Group Begin to engage systematically in environmental issues, including: materials and products, forests, supplier Transportation, shopping environment, etc. Ikea was the first to pass Forest certification This is the international popular ecology Environmental certification , include Forest management certification And chain of custody audit. Ikea even said that it will not ignore child labor, racial discrimination and so on Social phenomenon And the use of illegal timber from virgin natural forests.

Ikea has always been the main force that IKEA relies on to spread its brand catalogue Many people compare it to the number of printed copies Bible So much so, in fact, that it's as effective as the Bible. The pamphlet, created in 1951, has a distinct mail-order character. But Kamprad has gradually transformed it into a sermon manual for new life, catalogs that not only list products with photos and prices, but also have been carefully designed by designers to represent IKEA products from functional to aesthetic aspects, where customers can find inspiration and practical solutions for home furnishing. In 2005, 160 million copies of the IKEA catalogue were distributed in 52 editions in 25 languages.

Ikea logo

Ikea also has a unique strategy of adopting an integrated brand model, that is, a brand, design and design Sales channel . in Product brand Ikea divides the company's more than 20,000 products into three series: IKEA office, home storage, and children's Ikea. Under the strong support of the IKEA brand, more than 20,000 products have established their own brands. From Sandomon sofas to Expedit bookcases; From Faktum cabinets to Moment tables; As small as a dollar's worth Champagne glass Julen.

Business philosophy

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EDITOR

Good life

Ikea's business philosophy is to provide a wide range of household items that are beautiful, practical and affordable to ordinary people.

Product series

Ikea's product range is diverse in several ways. First of all, the IKEA product range is functional: from plants and living room household items, to toys and the whole kitchen, you can find Furnish your home Everything you need. Second, the IKEA collection is stylistic: Romantics will find what they need just as much as minimalists. Finally, the harmonious product range is simultaneously and consistently diverse in function and style. Whatever style you prefer, there is something for everyone.

Manufactured at a high price Quality product Or make an inferior product at a low price, anyone can do it. But make it at a low price Good product You have to find ways to be both cost effective and innovative. So at IKEA, we do things a little differently.

Low price

Low prices are the cornerstone of IKEA's ideals, business philosophy and concepts. The basic idea behind all IKEA products is that low prices will make a wide range of beautiful, functional household items available to everyone. We are constantly striving to do everything better, simpler, more efficient and always more effective cost-effectiveness .

Swedish tradition

The Swedish approach to design is also the basis of IKEA's product range. Until now, the IKEA product range has been developed in Sweden. Through the choice of colors and materials, the IKEA product range, while not the most popular, is practical, still beautiful, people-oriented and child-friendly products that represent a fresh, healthy Swedish lifestyle. These methods work with Ikea in southern Sweden Smolan Where people are known for being industrious, living frugally and making the most of the limited resources they have.

IKEA has developed steadily and rapidly, and in 60 years, it has grown to a total of 180 stores around the world Chain store It operates in 43 countries and employs more than 70,000 people. IKEA earned 11 billion euros in fiscal year 2003 Sales revenue And 1.1 billion euros Net profit To become the world's largest home goods retailer.

Procurement mode

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The purchasing mode of IKEA is globalize The purchasing mode. Ikea products are purchased from Trading areas and shipped to 26 distribution centers around the world for delivery to IKEA stores worldwide. Ikea's procurement philosophy and evaluation of suppliers mainly include four aspects, including continuous price improvement and strict delivery performance Service level Good quality and healthy products, environmental protection and Social responsibility (Short for IWAY-The IKEA way of Purchasing home furnishing products - IKEA way of purchasing home furnishing products, it is IKEA To suppliers about environmental protection, working conditions, child Labour and Forest resources Policy).

Ikea has 46 stores in 16 purchasing zones around the world Representative office It is distributed in 32 countries. Trade Representative staff evaluate suppliers according to IKEA's best purchasing philosophy, coordinate between headquarters and suppliers, implement product purchasing plans, and monitor Product quality , pay attention to suppliers' environmental protection, Social security system And safe working conditions. Today, IKEA has about 1,300 suppliers in 53 countries around the world.

On December 30, 2008, Brand Value research Institute -- World brand Value Laboratory In the "2008 World Brand Value Lab Annual Award" selection activity, IKEA won the "China's Most Competitive Brand List" award with good brand impression and brand vitality, and won widespread praise from consumers.

In December 2021, Ikea announced that it would raise prices by an average of 9% across its markets. ^[35]

founder

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EDITOR

Ikea's founder Ingvar Kamprad Born in 1926 Sweden The small town of Smaran in the south.

He grew up on the farm of Elmtaryd, near the small village of Agunnaryd. At a young age, Ingvar decided to start his own company. At first, he sold matches to neighbors on his bicycle. Found that buying matches in bulk from Stockholm can get a very cheap price, and then retail at a very low price, from which you can still make a small profit. Later, his business expanded to include fish, Christmas tree ornaments, seeds, Ballpoint pen And pencils and so on.

Chronicle of Events

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EDITOR

The 1940s

1943

Ingvar Kamprad Founded the IKEA Company.

In 1943, when Ingvar was 18 years old, his father gave him a graduation gift to help him start his own company. The name IKEA is a combination of the founder's initials (IK) and the first letters of his farm (Elmtaryd) and village (Agunnaryd). Ikea started out selling pens, wallets, picture frames, decorative Tablecloths, watches, jewelry as well Nylon socks And so on - almost any low-priced product Ingvar could think of.

1947

Ikea's first AD was in a local newspaper.

As the business continues to expand, Ingvar. Unable to cope with the volume of sales calls, Kamprad began placing ads in local newspapers and creating temporary mail-order catalogues. Products are distributed through local milk trucks, which are used to transport products to neighboring train stations.

1948

Ikea enters the furniture range

The furniture is made by local manufacturers, and in this way IKEA's product line has been expanded and improved Product satisfaction .

1950s

1951

The first IKEA catalogue was published

Ikea's founders saw an opportunity to become a large-scale furniture supplier. Soon he decided to stop making all other products and concentrate on low-priced furniture, and IKEA as we know it was born.

1953

Furniture showroom opens in Almhult.

In the early 1950s, the IKEA product range focused on household products. The opening of the furniture showroom is IKEA Concept formation Important moments in the process. Ikea finds itself embroiled in a fight with its main competitor Price war . Both sides cut the price, but the quality is not guaranteed. By opening its furniture showroom, IKEA is able to showcase the functionality, quality and low price of its products in a three-dimensional way. As Ikea hopes, people are wisely choosing products that offer value for money.

1955

Ikea started designing its own furniture.

Ikea set out to design its own home for several reasons. But the real motivation for IKEA to design its own furniture is rather ironic. Pressure from competitors caused suppliers to stop supplying Ikea. Ikea had to start designing its own furniture, which actually laid the groundwork for later growth. The furniture designed by oneself is very creative, the function is improved, and the price is lower. Then an early IKEA employee got the idea, and they began to consider flat packaging in their design. Flat packaging further reduces prices. In this way, in IKEA began to form a Working mode Turn problems into opportunities.

1956

Ikea is experimenting with flat packaging.

Designing products that can be flat-packed and assembled by customers themselves has dropped dramatically Product cost . The benefits of flat packaging have been evident since the first day they removed the legs and loaded them into the car. A transport truck is carrying more goods, as needed Storage space It's smaller, Labor cost Reduced, and avoided Transport process The phenomenon of damage in... For the customer, that means Product price It is lower and can be easily transported home. However, this design was initially used very carefully, and only one product was designed like this at a time.

1958

The first IKEA store was created in Almhult.

This one has 6,700 square meters Building scale It was the largest furniture showroom in Scandinavia at the time.

1959

Gillis Lundgren, IKEA's fourth employee, designed the TORE Toller, which was a great success.

While visiting a kitchen products manufacturer, he noticed the simple, practical storage logic we use in our kitchens and decided to use the same logic when designing other furniture. When he returned to Almhult, he set to work, eventually designing the Tolle.

The hundredth employee joins IKEA.

1960s

1963

in Oslo Rural establishment Norse The first IKEA store. It was also the first shopping mall to open outside Sweden.

Consultant and designer Marian Grabinski designed the MTP bookcase. This is a modern and classic bookcase, which has attracted many manufacturers to imitate over the years. In the process of producing this bookcase and other wooden products, IKEA in the 1950s and 1960s with Poland Established a good relationship with the supplier. These relationships continue to be the foundation of our efforts to provide affordable products.

1964

The OGLA Chair was redesigned to align with IKEA's concepts of style, function and price.

1965

Opened IKEA Stockholm.

Thousands of people lined up for the opening of this important shopping mall. The mall has a size of 45,800 square meters and is subject to New York Inspired by the Guggenheim Museum, the building is designed in a circular shape. The mall was a success, but it also had a problem: too many customers and not enough staff. Then it was decided to open the warehouse and let customers pick up their goods, and an important part of the IKEA concept was born.

1969

Opened the first shopping mall in Denmark.

In the 1960s chipboard The emergence of Ikea produced Significant impact .

Particleboard is a low-cost, wear-resistant and easy-to-handle material, making it a natural fit for Ikea. Designer Ake Fribryter designed the PRIVAT sofa in 1969. The sofa's base is made of particleboard and finished with white paint, and the brown printed cotton is designed by textile designer Sven Fribryter. The crisp straight lines, practical functions and unrivaled low price made this sofa a huge success at the time.

1970s

1970

Kugankova store due to appliances Equipment failure Causing a fire.

1971

The Kugankova store is on fire Back weight Newly opened, the first in-store warehouse opened for customers to choose from, a very important IKEA concept was born.

1973

The first shopping mall outside Scandinavia was in Switzerland Zurich Open in the countryside.

The store's success paved the way for a rapid expansion in Germany, which is Ikea The largest market .

1974

in Munich Opened the first IKEA store in Germany.

Olle Gjerloy-Knudsen and Torben Lind designed the SKOPA Skopa Chair. Modern plastics It provides designers with many new ways to make good household goods. But choose the right one during the design process Production method Becomes a very important question. When it comes to choosing the maker of the SPAR chair, the answer is very simple, although it does meet with some opposition. We spent months looking for the right manufacturer, but nothing came of it. Later, we analyzed the shape of the chair again and decided to produce it Plastic bowl and Plastic bucket To produce this kind of chair. We did not downgrade the design and functionality Quality requirement . The actual chair produced is even simpler and brighter than the lines we designed.

1975

in Australia Opening the first IKEA store.

1976

Opening the first IKEA store in Canada.

1977

in Austria Opening the first IKEA store.

1978

Opening the first IKEA store in the Netherlands.

1980s

1980

The KLIPPAN Klipa sofa was born.

The United Nations The year 1980 was named the "Year of the Child", and IKEA also named the year "The Child" Living room Years ". Our Klipa sofas are strong, dirt resistant, suitable for families with children, and soft enough to sit and lie comfortably on.

1981

Opening the first IKEA store in France.

1982

LACK shelf Born.

1983

Six thousand employees join IKEA.

1984

Opening the first IKEA store in Belgium.

Stockholm Home collection is born.

Ikea takes advantage of its preference birch , leather and printed heavy cloth and other design of a range of high quality household goods. Our Stockholm collection embodies the classic high quality, but the price is not high. The Stockholm series won the Swedish Good Design Award.

1985

Opening the first IKEA store in the United States.

At first, the answer to the question of whether the United States needed Ikea was uncertain. After all, America has everything, what can we offer them? But then we found that many people with different financial resources have a great need for practical and beautiful household products.

Niels Gammelgaard designed the MOMENT Morment sofa.

When we chose the manufacturer of this sofa, we went to a factory that made the trolleys used in supermarkets, which had to be strong and durable, and we wanted to take advantage of that. Using this as a starting point, we have created sofas that are novel, comfortable, affordable and at the same time modern. We designed it to go with it in 1987 Coffee table Won the Swedish Good Design Award.

1987

Opening the first IKEA store in the UK.

1989

in Italy Opening the first IKEA store.

1990s

1990

Respectively in... Hungary Opened the first IKEA store in Poland.

1991

Respectively in... Czech Republic Republic and United Arab Emirates Opening the first IKEA store.

1993

Ikea operates 114 stores in 25 countries.

1994

The KUBIST Cupis storage unit was born.

It was one of the first IKEA products to use frame panels. We use a technique that produces doors to make inexpensive, sturdy, and lightweight storage furniture. Ikea designers always try to go deep into the field Product development To produce beautiful and practical products that people can afford. By partnering with manufacturers that can already make doors out of frame panels, IKEA can reduce costs. In this case, some old factories in Poland were converted to produce Cupis components as well as other IKEA products.

1995

Richard Clack designed DAGIS Children's chair .

Before designing the chair, he made a detailed observation of children's habits. Children's chairs can not have sharp corners, should have a certain degree of softness, but at the same time must be able to withstand frequent bumps. The children are playful, but very cute and always on the move. In this spirit, he designed the children's chair. Later, he made a small improvement to the children's chair. As far as we know, there are no stackable baby chairs. Dargers did just that, saving space and making it easier to move.

1996

Opened the first IKEA store in Spain.

1997

Ikea opens children's department

Ikea has always provided household goods for the whole family. But since children are the most important people in the world, IKEA decided to highlight their needs. We worked with two teams of experts to develop the product. Child psychologist and Children's play The professors in the field help us design and develop programs aimed at nurturing children Motor ability And creativity and other products. Children also voted for the winning products with us. We set up a children's play area.

1998

in Shanghai, China Opening the first IKEA store.

1999

Ikea employs 53,000 people in 150 stores in 29 countries on four continents.

Ikea founder Ingvar. Kamprad launched the "Thank You very Much" campaign as a new millennium message to employees within the IKEA Group reward . On this special day, all IKEA sales worldwide are distributed to employees. Of the day Sales target Set it high, and Actual sales It's even bigger than that target - about 187 million guilder . All employees, from restaurant workers to warehouse workers and the IKEA Group president, received the same bonus. For most employees, the bonus is more than a month's salary. This is one of the best ways to thank IKEA employees for their contribution to IKEA's success over the last century. And that's just the beginning.

Ikea's VARDE kitchen won an international design award.

VARDE offers a whole new way to redesign the kitchen. Since Valder adopted a unique Module design Therefore, you can design the kitchen from scratch, or add a certain part at will on the basis of the original kitchen. All of these features, coupled with its classic attractive birch veneer design, have earned it the highest Red Dot Design quality Grand prize. The Red Dot Award is an internationally recognized award for innovative design, awarded annually by the "Innovation in Design" competition organized by Zentrum Nordhein Westfalen in Germany. The judges' innovation level, function, ergonomics , Ecological impact And durability and other indicators are evaluated, and the winning products are finally selected.

21st century

2000

Opening the first IKEA store in Russia.

2001

Ikea's own Railway company -- IKEA Rail starts operations.

2003

With sales of 11 billion euros and net profits of more than 1.1 billion euros, IKEA is the world's largest home furnishings retailer.

2005

Ikea is ranked 42nd on the list of the world's best Brands.

2012

Ikea's net profit exceeded 2.5 billion euros.

2014

In March 2014, Ikea was accused of cutting down a 600-year-old tree in protected forest land FSC Forest stewardship council Revoke it FSC Forest Certification . ^[6]

On April 10, 2014, Sweden's IKEA Group, the world's largest furniture retailer, announced the acquisition of the United States Illinois A wind farm under construction, which will be Ikea's first wind farm in the United States and its largest to date Renewable energy Invest. ^[7]

2018

In October 2018, IKEA announced on its official website the official trial operation of its online shopping mall, which is open to 35 service cities in Anhui, Jiangxi, Shanghai, Jiangsu and Zhejiang provinces. ^[8]

2020

The resumption of business will be further communicated in light of the situation. ^[9]

2021

On October 25, 2021, the reporter learned from the opening media conference of IKEA Kunming mall that IKEA, an international furniture and household goods brand from Sweden, will officially settle in Kunming on October 28. ^[34]

On June 15, 2022, according to Efe news agency, Swedish furniture company Ikea announced on June 15 that it will sell four factories in Russia, while also laying off staff and clearing inventory. Ikea said in a statement that it would cut jobs and start looking for new ones for its four factories owner . Russia, the report said Ukraine the Military action After starting, IKEA suspended sales in Russia in early March. ^[43]

2023

In March 2023, according to gizmochina, IKEA and Sonos collaborated again to launch a new SYMFONISK Speaker lamp. ^[45]

On June 1, 2023, the Swedish home retail giant IKEA recently announced the acquisition of the United States supply chain software service provider Made4net, hoping to further strengthen the online e-commerce business. ^[46]

World IKEA

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EDITOR

product

Ikea in Amholt is responsible for the development of IKEA Product series The series contains about 10,000 products. Behind the whole work, the basic idea is to make well-designed and practical household products for everyone at a low price.

New products are designed by designers from inside and outside, while they are still in drawing Design phase These products are evaluated to ensure that they meet the requirements in terms of functionality, efficient distribution, quality, environmental protection and low price.

At the same time, IKEA is also responsible for creating some unique names for these products, such as GUSTAVA, STOLLE and so on.

Different products are named according to different regulations. Cotton products and curtains are usually named after girls, carpets after Denmark The sofa is named after the place name of Sweden.

industry

The Swedwood Group, IKEA Industries, is responsible for production Wooden furniture And wooden furniture accessories. Swedwood has 35 in nine countries Industrial sector .

purchase

Ikea has 46 trading companies (Tsos) in 32 countries. Employees of each trading company oversee production, allowing them to test new solutions, negotiate prices, check quality, and supervise IKEA suppliers Social environment , Working condition And environmental protection.

Close engagement with suppliers (1,300 in 53 countries) is the key to rational and long-term cooperation.

distribution

The process from supplier to customer must be as straightforward, cost-efficient and environmentally friendly as possible. Efficient distribution plays a key role in achieving low prices. Flat packaging is a very important aspect.

28 distribution centres in 16 countries are responsible for supplying IKEA stores.

retail

In IKEA, you have everything you need for your home: sofas, beds, tables, chairs, textiles, kitchen utensils, floors, carpets, Kitchen furniture , Bathroom supplies , lamps and plants. Our aim is to inspire our customers and share with them the best ways and ideas to create smart designs. 410 million customers visit IKEA stores across the country.

The catalogue is one of IKEA's most important marketing tools. There are 52 editions and 25 languages of the product catalog printed 160 million copies.

More and more people begin to use the Internet as Information source . The IKEA website received 125 million visits.

Online trading It accounts for a small but growing share of IKEA's total sales.

Business strategy

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EDITOR

Product strategy

Market positioning

From its early days, IKEA decided to stand with the "majority" of home furnishings consumers. This means that IKEA meets the needs of people with many different needs, tastes, dreams, pursuits and financial resources who want to improve the condition of their homes and create a better everyday life. In response to this market positioning, IKEA's products are positioned in the "low price, beautiful, durable" household goods.

in Europe and America Etc. Developed country Ikea has positioned itself as a provider of household goods for the masses. Because of its high quality and low price, new style, good service and other characteristics, by the majority Middle and low income Welcome to the family.

However, after arriving in China, the market positioning has been adjusted to a certain extent, because: although the Chinese market is extensive, it is common Consumption level Low, the original low-cost furniture manufacturers are close to saturation competition, and the foreign high-priced furniture on the market is rarely interested. So IKEA has set its sights on the relatively affluent in big cities. Ikea's market position in China is "white-collar workers who want to buy high-end goods but can't afford to pay high prices". This kind of positioning is very clever and accurate, and has achieved a better effect, for the following reasons:

IKEA as a global brand has satisfied the psychology of China's white-collar workers;

Every corner of the IKEA market and Business philosophy They are full of foreign cultures;

IKEA home has the characteristics of customers' own assembly, free gift of large publicity publications, free purchase and so on.

These have attracted many intellectuals, White-collar class The eye, coupled with better product quality, let IKEA attract more new customers at the same time, stable their fixed repeat customer base

Ikea's product positioning and Brand promotion It has been so successful in China that many Chinese white-collar workers have made it a fad to "eat McDonald's, drink Starbucks coffee and use IKEA furniture".

In 1997, IKEA began to focus on the needs of children for household items, because children's demand for household items is also large, and the competition in this field is not fierce. In order to design products more suitable for children's needs, IKEA collaborated with two teams of experts Develop products . Child psychologist And children's play professors help IKEA design and develop products designed to foster children's athleticism and creativity. IKEA, meanwhile, uses children to help it choose the winning products.

In the IKEA showroom, a children's play area has been set up for children Demonstration room It is specially served in the restaurant Children's food All of these are loved by children and make them more willing to patronize IKEA.

Unique style

The products sold in IKEA are all independently designed by the IKEA company and have a distinctive style. Ikea emphasizes the unique style of "simple, natural, fresh and well-designed" products.

Ikea originates from Sweden (forest country) in northern Europe, and its product style is "simple, fresh and natural" Nordic style . Both nature and home occupy an important place in people's lives. In fact, the Swedish home style reproduces nature: full of sunshine and fresh breath, but at the same time unpretentious.

The style of IKEA home furnishings is Swedish Home design Cultural history The cohesion of the Swedish home Design culture Long history: At the end of the 19th century, artists Carl and Karin Larsson combined classical style with Swedish folk style, they created a model of Swedish home design; In the '50s, with modernism And the pragmatic style developed in Sweden. What we see in IKEA products is: modern but not fashionable, very practical and not lacking in novelty, focusing on people, in many ways reflects the ancient tradition of Swedish home.

Walk into the IKEA store to taste carefully, IKEA home products no matter from a single product or from the whole home display; From the Robin bed to the Biske table to the Bunge cup, it is simple, natural, unique, well designed and beautiful and practical. Compared with other manufacturers' household products, IKEA gives people the impression that IKEA is a collection of the above advantages, and the collection of the above advantages is IKEA. And this style of IKEA can indeed move the hearts of most consumers and arouse people Buying desire .

This IKEA style runs through Product design The whole process of production, display and sales. In order to implement this style, I want my own brand as well as my own Patented product To eventually cover the world, IKEA has always insisted on designing all its products by itself and owning its patents, with more than 100 designers working frantically day and night every year to ensure "all products, all patents".

In addition, this simple and natural product style of IKEA also helps form another advantage of IKEA, that is, low prices, which we in IKEA Price strategy In the analysis.

Exquisite and durable

Ikea has always emphasized that products are beautifully designed, practical and durable.

Of course, simple beautiful design is not difficult, but on the basis of low prices at the same time to achieve beautiful, practical, high quality is very difficult.

Ikea has a large number of excellent designers to ensure the design of IKEA household products. They are not only experienced, but also able to work closely with experienced producers to find the best use of raw materials; They also know how to produce low-cost furniture while still maintaining original design ideas.

Ikea design is unique and practical, for example, IKEA a "four seasons quilt", is three quilt in one, one layer is warm and comfortable summer quilt, one layer is warm spring and autumn quilt, you can also put two layers together, that is, warm winter quilt. This IKEA design is really unique: Before seeing this IKEA design, who would have thought that you can design this with the quilt?

Another example is the MTP bookcase. This bookcase was designed in 1963 by IKEA consultant and designer Marian Grabinski, this bookcase style is both modern and classic, beautiful and practical, for IKEA has brought a lot of profits, can be regarded as an example of IKEA design, over the years has attracted many manufacturers to imitate.

The durability of IKEA household products is also a major feature: for example, the number of times that the sofa receives pressure extrusion can reach hundreds of thousands of times, and the number of times that the cabinet door accepts the switch can reach decades.

Of course, to make the product beautiful and durable, it takes many efforts, from product design to material selection Process flow It takes a lot of hard work, but IKEA does it.

Wide range

Ikea has a wide range of products, with more than 10,000 products for customers to choose from. Basically, customers of any taste can buy the home products they need at IKEA.

The "wide range" of IKEA products has the following meanings:

First, a wide range of features. Customers do not need to travel to different specialty stores to buy household goods. You can find them at IKEA from Living room furniture , toys, fryer Go to table setting Knives and forks ; from Office furniture to Green plant In a word - all practical household items can be found in Ikea, and customers do not have to travel from one home store to another.

Secondly, there is a wide range of styles. People of all tastes can find their love here. But IKEA's products are not all inclusive, IKEA does not have too extreme or too exaggerated products. IKEA provides the products needed to create a comfortable home environment.

In addition, with proper coordination, a wide range of functions and styles can be achieved simultaneously. Whichever style the customer likes, there will be one armchair with bookcase Match, there's a bookcase with a new one Folding table Match. There's a new folding table to match the armchairs. So IKEA's "wide range" has multiple layers of meaning.

Low price strategy

IKEA's business philosophy is "to provide a wide range of beautiful, practical, affordable household products." This determines IKEA to maintain low prices on the basis of the pursuit of beautiful and practical products. In fact, IKEA also does this: IKEA has always emphasized the low price strategy.

So how does IKEA achieve its low price strategy while keeping it "beautiful, practical and diverse"? In fact, the low price strategy runs through everything from product design to (modeling, material selection, etc.), OEM The whole process of manufacturer selection/management, logistics design and store management:

The idea of low price runs through the product design

Ikea's low price strategy runs through product design. IKEA's research and development system is very unique, which can combine low cost with high efficiency.

1. Ikea's low cost Design concept And modular design method

IKEA's design philosophy is "the same price of the product, than who. Design cost "Lower", so designers in the design competition is often focused on whether to use less a screw or can be more economical use of an iron rod, which can not only have the benefit of reducing costs, but also often produce outstanding ideas.

IKEA invented the "modular" model Furniture design Method (IKEA furniture is assembled in pieces, Product sharing Different modules, block design. Different modules can be produced in different regions according to cost; At the same time, some modules can also be common between different furniture), so that not only the cost of design can be reduced, but also the product Total cost You can also get lower.

Determine the cost first redesign product

There is a saying in IKEA: "We design the price tag first." That is, before the designer designs the product, IKEA has set a relatively low sales price and cost for the product, and then within this cost, do everything possible to be beautiful and practical. For example, Pia Eldin Lindsten, a product developer who designed the Bonger Cup, was given the task of designing a new type of cup in 1996, and she was told how much it should cost in stores. In the case of Bunge cups, the price has to be shockingly low - there are only five Swedish krona . In other words, before the design, IKEA determined that the price of this cup must be able to really knock out all the competitors.

Product design process attention teamwork

It is difficult for designers to complete sophisticated design, material selection, and estimate manufacturers within a very low price Production cost . Behind the designer is a R&d team It includes designers, product developers, Purchasing staff Let's wait. These people work closely together to make a variety of performance variables within a defined cost range Optimal solution . Together, they discuss product design, the materials used, and choose the right suppliers. Everyone uses their own expertise Play a role in this process - for example, the role of the purchasing staff: they have good contacts with suppliers worldwide, so they have a better understanding of which supplier can produce the product at the right time, at the right price, and with the highest quality.

Being able to think about everything in order to save costs

Design is a key link, which directly affects the selection of products, processes, storage and transportation, and has a great impact on prices. Therefore, IKEA's design team must fully consider all aspects of the product from production to sales.

Take Banger cup design again as an example: In order to produce a cup that meets the requirements at a low price, the designer Pia and his colleagues had to fully consider factors such as materials, color and design, such as:

The color of the cup should be green, blue, yellow or white because of these color Lower cost compared to other colors (such as red);

In order to reduce costs in storage, transportation, production and other aspects, the designer Pia finally designed the Bonger cup into a special cone, because this shape enables the Bonger cup to pass through the machine in the shortest possible time, thus achieving cost savings;

The size of Bunge cups allows manufacturers to put the maximum number of cups in the oven at one time, thus saving money Production time And save the cost;

Ikea's pursuit of cost is endless - IKEA later redesigned the Bunge cup with a smaller height and improved handle shape compared to the original cup, which can be stacked more efficiently, saving cups in transportation, storage, store displays and customers' homes cupboard The space occupied inside - in a word: further reducing costs.

Ikea is constantly innovating to reduce costs

Ikea constantly uses new materials and new technologies to improve Product performance And lower the price. Take the Ogla chair for example --

In the eyes of IKEA people, the Ogla (chair) is almost a kind of chair: it is beautiful, strong, lightweight and practical. At first, the Ogla chair used Wood production As the market changes, its price becomes too high, so flat packaging is used to reduce costs; When flat packaging can not meet the requirements of low cost, IKEA designers adopt Composite plastics Alternative wood; Later, in order to further reduce costs, IKEA introduced a new technology to the furniture industry - by injecting gas into composite plastics, saving materials and reducing weight, and being able to produce products faster (and can implement flat packaging of products).

From the Ogla chair, you can see IKEA's efforts in cost.

Another well-known example of innovation is the Cupis Storage Unit: In 1994, the Cupis storage Unit began production, which was one of the first IKEA products to be manufactured using frame panels. IKEA uses a technique that makes doors to make Cupis stronger, lighter, More affordable The designer was inspired to design the Cupis storage unit by manufacturers who use frame panels to make doors.

Work closely with Oems to reduce costs

Full cooperation with OEM manufacturers, performance in two aspects: first, in the product design process; The second is in the production of products.

During the product development and design process, the design team works closely with the suppliers. With the help of manufacturers, IKEA may be able to find cheaper alternative materials, shapes, sizes, and so on, which can reduce costs more easily. In the case of Banger cups, the designer has redesigned its shape and size at the suggestion of OEM manufacturers, which can make better use of space in the firing process, make the production more reasonable and reduce a certain cost.

After the product design is completed, in order to convince Oems to invest in the necessary equipment, IKEA promises them a certain number of orders. In this way, manufacturers are willing to buy equipment in order to produce IKEA products. In Ikea's case, the investment was saved.

Of course, there have been times of trouble. A few years ago, IKEA had to withdraw one Children's toy And ordered a halt to the production of such toys, which have a danger of eyes falling out and are not safe for children. But the shutdown created another problem: the toy was made in a factory in India that employed 600 people, and for a time, 600 workers were left without work. In order to maintain this cooperative relationship with the customer and fulfill its promise, IKEA sent a designer Anna to the factory to check on the situation and see what solutions were available.

Anna looked at the factory and the materials used. She worked with suppliers to develop a whole new line of products. Two weeks later, she returned to Sweden with the Famni (cushion), a beautiful cushion with arms that was immediately loved by IKEA people and customers alike.

The Famni cushion was a huge success. What's more, the customer demand for this product was so great that the original 600 employees of the manufacturing plant were not enough, and many new employees were recruited.

This responsible attitude of IKEA makes suppliers willing to cooperate with it, making IKEA "quality and low price" Product strategy It was implemented smoothly.

4. Ikea works with customers to create low prices

Ikea sees its customers as partners: they look through catalogues, visit its own stores, pick up furniture and make their own choices Warehouse pick-up . Since most items are packaged in flat packs, customers can easily ship them home and assemble them independently. In this way, customers save part of the cost (pick-up, assembly, transportation) and enjoy low prices; Ikea has saved costs and kept its products low Price advantage .

5, IKEA's global Production management and Logistics system Help to reduce costs

In terms of product cost, IKEA not only cooperates with OEM suppliers, but also encourages competition among suppliers. Ikea also tends to award orders to those manufacturers with lower overall prices - IKEA considers the lowest overall cost when selecting suppliers for products. That is, the cost of product delivery to each central warehouse is calculated as a benchmark, and then according to each Sales territory Potential sales volume to select suppliers, while referring to quality, Productive capacity And other factors.

In order to further reduce the price, Ikea adjusted it globally Production layout Ikea has nearly 2,000 suppliers around the world (including IKEA's own factories), and the suppliers ship various products from all over the world to IKEA's central warehouses around the world, and then from the central warehouses to various stores for sale. Due to the changing sales volume of different products in different regions, IKEA constantly adjusts the global distribution of its production orders, such as:

IKEA Asia-pacific region The central warehouse is located Malaysia All products destined for Chinese malls must be shipped to Malaysia first. This kind of Procurement method Reduce the overall cost of IKEA. But for China, the cost is higher, especially for larger goods such as furniture, freight in the entire cost Central Council of China Reaching 30% directly affects the final pricing.

with Asia As the market, especially the Chinese market, continues to expand, IKEA is producing more and more products or part of products in Asia, which will greatly reduce the impact of freight on costs. Ikea is implementing a retail selection program in which Chinese stores select a few items, which are then manufactured by suppliers in China and shipped directly to stores. The scheme has proved very successful.

For example, Nick Folding chair Originally from Thailand Production, shipped to Malaysia and then transferred to China. The purchase price is equivalent to 34 yuan, but the cost has reached 66 yuan after shipping to China. Plus at the mall Operating cost Finally priced at 99 yuan. Annual sales are just over 10,000 a year. After the implementation of this program, the purchase price in China is 30 yuan, and the cost of shipping to the store increases to 34 yuan Retail price The price was set at 59 yuan, 40 yuan lower than before, and annual sales jumped to 120,000.

6. Tablet Packaging strategy Reduce cost

In terms of storage and transportation, IKEA uses flat packaging to reduce the damage rate of furniture in the storage and transportation process and occupy warehouse space; What's more, flat packaging greatly reduces the product Transportation cost It makes it possible to carry out large-scale layout production in the world. It is said that the inspiration for flat packaging came from an early IKEA employee who decided on a whim to remove the legs of the table so that it could be loaded into a car and avoid damage during transportation. Since then, IKEA has considered flat packaging in its design. Flat packaging further reduces the price of the product. At the same time, IKEA also began to form a work model, that is, to turn problems into opportunities.

Of course, the same is flat packaging, IKEA designers in the product design process or to consider how to design the product will make the production, storage and transportation costs are lowest.

Three, unique style" Store display Channel Strategy (Place)

1. Set up its own store control channels

Ikea's channel strategy is to independently open stores around the world, exclusively sell products designed and produced by IKEA, directly to consumers, and control the terminal sales channels of products. Ikea has more than 180 stores in more than 40 countries.

2. Succeeded in making IKEA stores a lifestyle symbol

Ikea is a brand of furniture stores and furniture brands. Through a series of operations, IKEA stores in people's eyes is not just a place to buy household goods, it represents a way of life, so when you see the pursuit of fashion young people carrying the IKEA logo Shopping bag You won't be surprised to walk out of the IKEA store in a good spirit - there are also many businesses in China that have tried to do this, but have not succeeded. We believe that IKEA's success is not just about its integration Business flow Logistics, but it is used to integrate business flow, logistics core concept - lifestyle. As we said before: in people's minds, using IKEA has become like eating McDonald's, drinking Starbucks Like coffee, it became a symbol of a lifestyle.

Four. Promotion strategy (Promotion)

bibliographic Marketing strategy

Catalog display is an important part of IKEA's promotional strategy, which greatly promotes the sales of IKEA products. In 1951, IKEA published the first copy catalogue . Thereafter, every year in early September, in its new Fiscal year In the beginning, IKEA distributed beautifully crafted catalogs to customers free of charge.

Caring strategy

1, unlike the ordinary home market, IKEA can let consumers deeply understand the advantages and disadvantages of a product in the experience. Sofas and other kinds of furniture can be tried in the store. In IKEA, a variety of model rooms have been decorated, and the design is reasonable. If the item is not damaged, it can be returned within 60 days (180 days after applying for a free IKEA membership), and it is equipped with fabric cutting and local delivery services. Shopping mall design is reasonable, combining food and shopping, and equipped with furniture self-picking area, fast and convenient, meet Consumer demand .

2, with the virtual reality ushered in a blowout development, more and more VR game Enter the player's vision. Recently, IKEA has also caught up with the trend and launched a VR kitchen game - IKEA VR Experience (IKEA VR Experience) through this VR game, players are placed Ikea style In the modern kitchen, everything in the kitchen can be operated, such as opening drawers, taking out POTS and pans and so on. If you're on the kitchen fitment Style is not satisfied, you can also choose a variety of materials. For the bear kids who like to mess around in the kitchen, this game is also available Children's perspective Let you experience the whole kitchen from the perspective of a child. ^[10]

3, On March 30, 2020, the IKEA Information Center announced that IKEA and Sonos launched in cooperation Smart speaker The SYMFONISK series will be available in IKEA stores and Ikea stores from April 1 Tmall Flagship store Ikea online store and IKEA App officially launched.

According to Ikea, for this collaboration, IKEA provided its knowledge and design direction in household items, while Sonos provided its expertise in the field of sound. in Product type On, SYMFONISK (Himphus) series contains Wi-Fi Desk lamp, speaker and Wi-Fi Bookshelf speaker ; In terms of function, it brings high-quality sound experience at the same time, it is also a household item. Technically, the series follows Sonos' Wi-Fi offerings Connection technique And simple and intuitive operation interface. ^[11]

Operations in China

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Location of the branch

宜家在中国大陆有30余家分店，分别在 Peking , Tianjin , Shanghai , Wuhan (capital of Hubei Province) , Guangzhou , Chengdu , Shenzhen , Nanjing , Wuxi , Dalian , Shenyang (in Liaoning Province) , Jinan (in Shandong Province) , Ningbo , Chongqing , Hangzhou , Xi 'an , Harbin , Foshan , Suzhou , Xuzhou , Nantong , Nanning And other cities. ^[2] among Chongqing It is the largest IKEA in Asia Standard store .

What is IKEA's secret? Many people believe that IKEA's success lies in the fact that it creates a special shopping experience, such as Store layout , no salesman, Swedish cuisine And furniture assembled by customers themselves. But these are only superficial appearances, a crucial factor is that it sells high-quality goods at low prices. This is its weapon to conquer the market. Ikea sells furniture for an average of 30 to 50 percent less than its competitors. At the same time, it continues to cut prices, in contrast to many furniture retail companies, whose prices tend to rise over time.

Ikea's slogan is: "Low prices at value." Its goal is to keep the price of its products from getting too high, but not to make customers think its products are cheap. To do that, Reduce cost It's the only way. In fact, cost reduction runs through the entire process of IKEA products, from Product idea From design and production to transportation and marketing, Ingvar never fails to think about cost.

For this reason, he once said: "The waste of resources is a fatal fault in IKEA." A target plan without costing is unacceptable."

Expansion acceleration

On December 15, 2010, at the ceremony of laying the foundation stone of IKEA's second store in Beijing, IKEA China retail manager Jillian said that the first store was opened in China in 1998, and IKEA will open 8 new stores in China in the next 5 years - 10 A store. Compared with the state of only 8 stores opened in the past 12 years, IKEA has significantly accelerated its development by buying land and building itself. "After a long period of exploration, IKEA believes that we can penetrate the broader Chinese first - and second-tier markets," Mr. Gillian said.

In the past fiscal year, IKEA's China sales figures achieved 23% growth. Fiscal year 2010 (September 1, 2009 - August 31, 2010), Ikea Group Sales increased by 7.7% to 23.1 billion euros, while IKEA's China sales exceeded 3.7 billion yuan.

Dufortin, President of IKEA Asia Pacific, said: "Over the past few years, Asia Pacific has been the fastest growing region in the IKEA Group, with the Chinese market maintaining a compound annual growth rate of 15%. In the next 15 to 25 years, China will become the largest single country market for IKEA's sales."

Fiscal year sales

Fiscal year 2010 (September 2009 to August 2010) IKEA China Financial report Ikea's sales in China increased by 23% over fiscal 2009 to more than 3.7 billion yuan. New policies in real estate spread to China Integrated home In the context of retail, as the world's largest furniture and home furnishings retailer, IKEA has finally taken a big step in expanding its store in China.

According to IKEA's latest layout plan, within three years, new buildings will be built in Shanghai, Beijing, Tianjin and Wuxi, and Wuhan has also successfully obtained development plots. Ikea China retail president Jillian told reporters at a media conference held on the 25th, "At the same time, IKEA will be in China for the first time to fully launch the 'complete kitchen', providing from design to installation to the complete set. Product sales The full service." The IKEA shopping area of the above projects is not less than 150,000 square meters, and the IKEA stores opened earlier in Shanghai, Guangzhou and other IKEA stores purely dealing with home products, the new store will have catering , Children's center Such facilities are equipped. ^[12]

Open shop in Chongqing

On September 24, 2011, IKEA officially signed a contract Chongqing Liangjiang New Area It will invest $120 million to open a store in Chongqing and build a shopping and processing zone. Ikea has seven stores in Beijing, Shanghai, Guangzhou and Chengdu. The relevant person in charge of IKEA Sweden said that IKEA Sweden has taken Chongqing as the current layout of inland China Strategic focus I am very confident about investing in Chongqing. ^[13]

China General Manager

He worked for IKEA China Financial manager and Shared service center managerial Ding Hui , as the Internet Ikea Shopping centre China Managing director . Most importantly, the new company will focus exclusively on IKEA in China Commercial real estate Investment and development. ^[14]

Daxingdian

Ikea 2012 financial year media conference in IKEA Shanghai Pak Choy Held at the mall. At the press conference, IKEA China retail manager Jillian revealed that IKEA's second store in Beijing - Daxing store opened in 2013. And, for the first time, the Daxing store is targeting families Decorative design Services - IKEA Decorative Design Service HFC, available at Foundation decoration After the end, help customers carry out IKEA home products Planning and design Let the room more design sense, more reasonable use of space, is a set of design, purchase, delivery, installation integration of soft installation services. In the last fiscal year, IKEA's China sales exceeded 4.9 billion yuan, according to Jillian, IKEA's China retail manager. Concurrent increase 20%; More than 31 million customers have visited IKEA stores, Year-on-year growth Twenty percent. In the next two years, IKEA will continue to open stores across the country. Ikea opened two new stores in Tianjin and Wuxi in 2012, and another in 2013 Beijing Daxing Three stores were opened, bringing the total number of IKEA stores nationwide to 17 by 2015.

Wuxi Store

The IKEA Wuxi store opened on June 6, 2012. At the same time, this one has nearly 50,000 square meters Business area The mall (after Shanghai Beicai and Shanghai Baoshan Mall, the third largest IKEA store in China) is connected with the first LIVAT shopping mall in China, becoming the main merchant unique to the first IKEA integrated shopping mall in China.

Chenghua shopping mall

In April 2015, the world's leading furniture and home furnishings retailer IKEA announced that it would open its second store in Chengdu in the spring of 2016. The new mall will cover more than 40,000 square meters and provide consumers with more than 1,000 parking Spaces ^[15] .

Ikea Chengdu Chenghua The shopping mall is located in the northwest corner of the Chuan-Shaanxi Interchange in the north of the city, opposite to Fusenmei Home, 30 km away from IKEA. On March 1, 2014, IKEA Chengdu Chenghua Mall began construction and was completed in December 2015. On March 24, 2016, IKEA Chengdu Chenghua Store was officially opened. ^[16]

Shopping malls in Xi 'an

On August 27, 2015, the first IKEA store in Northwest China opened in the ancient city of Xi 'an Northwest China The blank.

Shopping malls in Qingdao

Qingdao The mall will officially open its doors on August 13, 2020. Shandong Province The second store, IKEA Qingdao Store will bring a steady stream of home inspiration through home solutions and professional services tailored to local needs Island city The family opens up a new picture of life. ^[17]

Shanghai boutiques

2024 On April 9, the first boutique in the world was opened in Shanghai. ^[51]

Social work group

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Group creation

IKEA Social work The group was founded in 2005 to manage IKEA's social work on a global level. Ikea social work groups strive to improve children's rights and life chances. The group's main partners are two of the world's leading Child rights Organization, i.e. United Nations Children's Fund (UNICEF) and Save the Children (Save the Children). The IKEA Social Work Group takes a global view and supports a range of projects designed to create significant and lasting results.

Establishment background

In the mid-1990s, IKEA and many other companies began to pay close attention South Asia Child labor is widespread in the region. Since then, IKEA has been fighting against child labor in its supply chain. Ikea's first step was to work with Save the Children to develop child Labour Code of conduct The IKEA Way to End Child Labor clearly stipulates that all actions must be in the best interests of children. Guided by this principle, IKEA realized that it was not enough to simply monitor IKEA suppliers for compliance with the code of conduct, we needed to go beyond the factory door to meet our commitments in the wider community.

guideline

Ikea Social Work groups are committed to ensuring that children have the right to a healthy, safe childhood and access to quality education. Our key partners are two of the world's leading children's rights organizations: UNICEF and Save the Children.

The IKEA Social Work group shares values with its partners, and these values are what protect Children's rights As a starting point. Ikea social work groups are extensively involved in various action plans to Overall synthesis To bring about lasting change in the lives of children and women; Committed to improving the health of women and children, children Stand a chance Access to quality education while empowering women to take control of their own destinies and create a better future for themselves and their communities.

We have long invested heavily in the cause of children, and we have worked tirelessly in this regard, because we believe that we must work for the welfare of all children and must care for those who are most in need and have their aspirations met.

The IKEA social Work group believes that with thousands of steps, we uphold the IKEA Core values To step out of the pace of social work in a simple, cost-effective and beneficial way.

The IKEA social work group sees South Asia, especially India, as a long-term priority because children and women here are in greater need of care, and IKEA has many years of experience in operating here.

Brand honor

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June 6, 2017," The 2017 BrandZ Top 100 Most Valuable Global Brands Ikea ranked 53rd. ^[18]

In December 2018, World Brand Lab Compiled by The World's top 500 brands 2018 "Revealed, number 38. ^[19]

Published by Interbrand in October 2019 Global brand Number 26 on the Top 100 ^[5] .

In January 2020, the list of the World's 500 most valuable brands was released, and IKEA ranked 88th. ^[20]

On July 28, 2020, IKEA was listed Forbes # 40 of the Top 100 Global Brands in 2020. ^[21]

In October 2021, he was named to Forbes 2021 The World's Best Employers list , ranked 21st. ^[31]

Related event

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EDITOR

Food safety problem

Shanghai Husi Supply raw materials to many chains

containing Starbucks Yoshinoya Furniture company IKEA is also on the list ^[22]

According to @China Business News, Husi produced Processed food The brands supplied generally include McDonald's , KFC , Pizza Hut , The east is white. , Starbucks, Papa John's , Yoshino, Dicos , 7-11 , Friday's Restaurant , Burger King , mechile , Subway , IKEA, Wallace , Domino's Let's wait.

Explosive event

Ikea is located in Belgium Ghent , France Lille and Netherlands Eindhoven Three of the stores exploded one after another. After investigation, the explosion occurred in the same way, which was caused by an explosive device hidden in the alarm clock, but fortunately did not cause any deaths or major property damage.

Charlotte Lindgren, a spokeswoman for IKEA, said the two explosions occurred at the store in Ghent just before the close of business on Wednesday evening, almost simultaneously. The store immediately evacuated customers and staff, and a security guard and a clerk suffered minor scratches to their ears. Police have found the alarm clock at the scene of the explosion, which was not sold by Ikea. The alarm clock was hidden near the boxed milk shelf on the first floor of the store. Lille and Eindhoven stores similar situation, Lille store two explosions occurred in the catering center, 15 minutes apart; The alarm clock bomb in Eindhoven was hidden in the garbage. Lindgren said: "We have not received any threats, Sniffer dog Three stores were searched overnight and no new hazards were found. The three stores will remain open as planned.

Belgian police are said to have started checking six IKEA stores across the country to prevent new ones Explosive event .

Recall event

Due to wire frame May happen Break, scratch or stab children, American consumer products Safety committee On October 15, 2011, it was announced that the world's largest Household goods Ikea is recalling nearly 100,000 folding children's tents, with China among the countries recalled. The recalled cube folding children's tent, model number 90192009, brand name Busa.

Ikea has released the recall information on its Chinese website, but did not mention the number of recalls in China. The return and exchange office of IKEA Xuhui Store in Shanghai said that customers who have already bought the recalled products can get a full refund with the same day's purchase invoice.

On July 12, 2016, Ikea (China) Investment Co. LTD Submitted a recall plan to the General Administration of Quality Supervision, Inspection and Quarantine, and decided to recall Malm and other series sold between 1999 and 2016 in the Chinese market from July 12, 2016 Chest of drawers .

Chests of drawers covered by this recall can cause death or injury to children if they are not properly secured to the wall. ^[23]

On November 21, 2017, IKEA announced that it was moving from North America Market recall "Malm" series Chest of drawers , dresser And a series of hidden dangers home. However, the recall does not include China.

Zhu Changlai, president of IKEA Retail China, said in a public response: "So far, we have not received any lawsuits in China related to the harm of 'Malm' chests to children, and the sales volume of this chests in 2017 is not significantly different from that of 2016."

According to Zhu Changlai, since 2006, IKEA has sold more than 2 million "Malm" chests in the Chinese market, and previously recalled more than 22,000 pieces in China, more than 8,000 pieces were returned to IKEA, and consumers applied for free wall services. Production of the chest of drawers continues and there are no plans to stop. ^[24]

IKEA (China) Investment Co., Ltd. will recall the "IKEA IKEA" METALLISK Mettalisk manufactured between October 1, 2020 and April 1, 2021 with model number 00360224 and production lot 2040-2204 from June 8, 2022 to September 7, 2022 espresso POTS, involving 1,491 pieces.

Cause of recall

It is possible to expand and crack during the use of the product, resulting in the decomposition of the base and pot body, which may occur scald Risk of injury.

solution

Consumers should stop using it immediately and IKEA will provide customers with a full return. ^[40]

Overlord clause

June 2012, famous Sweden Home building materials The seller IKEA has been exposed to the existence of its foundries. Overlord clause The matter caused hot discussion on the network. Ikea's suppliers, "want to use, want to close."

Shoddy and good

Houcheng Wood is one of IKEA's suppliers. The company mainly produces Solid wood furniture , supplied by IKEA aspen Step stool, poplar bed leg and rolling pin and other products. But over the years IKEA's purchase price is generally very low, such as Market price 99 yuan/a poplar step stool, its purchase price is only 42 yuan/(here "yuan" refers to" RMB Yuan ").

He Li, head of the related business of the thick wood industry and a former IKEA procurement employee, said: "Before the supplier offers, IKEA requires it to provide detailed information Cost analysis On this basis, only 5% is given Profit rate . So we will buy lower prices of raw materials in order to expand the profit margin a little. If the market price is 1000 yuan of raw materials, we will find through our own channels Price control Around 800 yuan from raw material suppliers." Moreover, IKEA will restrict the supply of goods in terms of the packaging strength of products, but there is still a certain range that can be "loosened".

Ikea's low-cost acquisition strategy will lead to a widespread phenomenon of cutting corners in products provided by upstream companies, and in the case of normal shipment, there will be some unqualified products into the market. For example, during his tenure, there was a domestic Wood company For domestic use Vegetable oil Vegetable oil, which replaces IKEA's designated brand, is applied to the tabletop to make it shoddy. Among them, there are quite a few Related products Into the market, but IKEA did not recall.

One who prefers not to be named insiders The price difference of the same raw material factory will not exceed 10%, because Enterprise profit It's around 10%. As long as you exceed this range, you must use a different material.

No quality inspection standard

As at home Building materials industry The quality problems caused by excessive costs should not be neglected by the big dealers within. But IKEA is not strict about sourcing. In order to shut down some suppliers, IKEA has problems such as sudden replacement of inspection methods and unclear inspection standards in the review of the quality of goods.

Ikea China suppliers responded that the inspection standards were only implemented for some of them, while others were still based on sampling tests by IKEA staff. However, when it comes to the proportion or standard of sample sampling, there is no specific answer. On start-up Third party inspection Prior to the process, the inspection was based on IKEA's own spot checks. so-called Third party detection Inspection, IKEA will never know the relevant standards of the supplier, and Solid wood furniture The testing standards should be very strict, otherwise it will be difficult to define in the process, material and even color difference, and related products will produce different quality problems. However, when the media asked IKEA for relevant testing standards, it was described as" Commercial competition Refused on the grounds of confidentiality.

sleepiness

Chinese people sleep on sofas or beds displayed in an IKEA store in Beijing, China, July 6, 2014. It is reported that IKEA in China Consumer group Mostly from Middle class Many of them were sleeping in the store. In order to cater to the habits of Chinese consumers, stores do not discourage such behavior, and even put signs on some furniture inviting customers to lie down and experience. ^[25]

The water bottle explodes

At about 4 am on May 20, 2017, Ms. Wang was drinking from an IKEA glass cup when it suddenly burst as soon as it was raised to her mouth, knocking her unconscious on the spot. After waking up, Ms. Wang felt the pain worsen, felt the corner of the mouth bleed, looked in the mirror and found a deep wound under the lip, one Incisor fracture .

On May 25, 2017, five days after the incident, "IKEA Home Furnaces" issued a response on the official Weibo that the customer, Ms. Wang, used IKEA Steiner Glass When the product explodes, resulting in injury. The company attaches great importance to this, and is sorry for the injuries suffered by customers when using the products. For the injuries or rights and interests of consumers caused by product quality problems, IKEA will bear the corresponding liability for compensation and guarantee to the maximum extent Consumer benefit And safe.

On March 15, 2018, the case was scheduled to be heard at 9:15 am in the Red Star of Daxing Court court The trial, the defendant IKEA side did not appear in court. ^[26]

Indecent video

In May 2020, some netizens spread a pornographic video suspected to be taken in an IKEA store online, and many netizens expressed "disgusting" and "hot eyes" on the matter. On May 9, IKEA (China) officially issued a statement saying that IKEA firmly opposes and condemns such behavior, and has immediately alerted the police in the cities where the suspected affected stores are located. ^[27]

Adjudicate a fine

On June 15, 2021, a French court ruled that Swedish furniture retailer IKEA France used illegal methods to collect employees from 2009 to 2012 Private information And fined the company 1 million euros (about 7.75 million yuan). fine ^[29] .

Recall some products

May 25, 2021, according to State Administration for Market Regulation Defective products Management Center Ikea (China) Investment Co., Ltd. has decided to recall some HEROISK and TALRIKA bowls, plates and cups produced between January 1, 2019 and May 4, 2021, totaling 173,564 pieces.

HEROISK Heroos and TALRIKA Talrika are known Series products by Polylactic acid (PLA) material, polylactic acid is a kind of Renewable resources made-up New material . The PLA used in IKEA products is derived from industrial corn. This is a new material used by IKEA. Ikea found Microwave oven and dishwasher Will affect the series of products durability . After a period of use, these products may break and may be due to the high temperature contained in them Contents The leak caused burns.

Ikea is urging all customers to immediately stop using HEROISK and TALRIKA bowls, plates and cups and return them to IKEA for a full refund. The recall will be launched on May 18, 2021. Chinese mainland Voluntary recall The program ends on August 17, 2021. ^[28]

Product description and appearance photos

As of June 2022, IKEA (China) Investment Co., Ltd. will recall the "IKEA IKEA" METALLISK Espresso pot Model 00360224, production lot 2040-2204, manufactured between October 1, 2020 and April 1, 2021 from June 8, 2022 to September 7, 2022. It involved 1,491 cases. ^[41]

From September 13, 2023 to December 12, 2023, IKEA (China) Investment Co., Ltd. recalled LETTAN Letan mirrors produced between February 2021 and June 2023, totaling 10,976 pieces. ^[47]

False advertising

On July 23, 2021, IKEA (China) Investment Co., LTD False advertising be Shanghai Market Supervision Administration A fine of 1.2751791 million yuan was imposed and ordered to stop publishing. the Written decision The document number is Shanghai Stock Regulatory Office (2021) 322020000532. ^[30]

Nonconforming product

In November 2021, IKEA Trading (China) Co., LTD., due to production does not meet the protection of human health and personal and property safety National standard And other products were fined 210,000. ^[32]

2021, 19 batches Children's furniture Unqualified stop selling, Ikea three batches Ranked. ^[33]

Product price adjustment

December 2021, according to Reuters Ikea, the world's largest furniture brand, announced on December 30 that it would raise prices by an average of 9% in its global markets due to rising transportation and raw material costs. ^[36]

Suspension of Russian operations

March 3, 2022, according to TASS Swedish furniture giant Ikea has announced the end of its business Russia and Belarus The business. ^[37]

On March 3, 2022, Swedish furniture brand IKEA issued a document saying that the conflict between Russia and Ukraine caused supply chain disruptions and trade disruptions, so it decided to temporarily close all its stores in Russia and suspend all procurement plans in Russia and Belarus. Ikea said the move would affect 15,000 employees, but the company would pay them for at least the next three months and provide support to their families. ^[38]

On June 15, 2022, the Swedish furniture company IKEA announced that it would "further scale back" its operations in Russia and Belarus. Ikea said in a statement that it would sell four factories in Russia, while also cutting jobs and clearing inventory. ^[42]

Data breach

May 6, 2022, IKEA Canada The company admitted that the data breach affected about 95,000 people Customer information . IKEA Canada said in a letter to affected customers that the data that may have been compromised included customer names, Email address , Telephone number and Postal code . ^[39]

Offline store closing

On April 1, 2022, IKEA closed Guiyang This is the first time IKEA has closed a store since entering the Chinese market 24 years ago. In July, IKEA China officially closed its Shanghai office Yangpu Shopping mall. ^[44]

Product recall

On January 15, 2024, IKEA announced a recall of 3,008 units USB charger If the power cord is wrapped around the charger or may be worn after being bent back and forth during long-term use, continuing to use the damaged power cord may present a potential risk of burns or electric shock. Ikea (China) Investment Co., Ltd. will provide customers with full return processing. ^[48]

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