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罗永浩跟宜家杠上了,宜家为何选择沉默?有人给宜家支了这招儿

2019-07-16 点击:1644
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Recently, the hammer Goro Yonghao has issued dozens of microblogs, and there is a big fire hazard in the IKEA labyrinth. Many netizens have repeatedly said: "The moving line of IKEA is indeed like a labyrinth. It was once lost in IKEA." "IKEA lacks a signboard, and customers often take more roads."

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After a reporter's field visit, IKEA does have the phenomenon that it is forced to go through the entire store to go out, and the customer experience is not good. However, according to insiders in the mall, the shopping route is very winding. In the event of a fire or emergency, evacuation is required, and there are many emergency passages around. In the event of a fire, all customers will be evacuated within a few minutes.

The confusion and worry of the hammer brother was finally lifted, but the confusion and test that IKEA is facing can not be solved so easily!

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Deep breaking material

From 1998 to 2018, IKEA has been in China for 21 years and the number of physical stores has reached 25. With its exquisiteness and minimalism, IKEA has won the favor of many new generations of petty bourgeoisie; and the relaxed hypermarket form has broken the single buying and selling mode of the traditional furniture market. “Do not buy and want to go shopping” became IKEA Unique label.

However, IKEA, which used to be popular in China, is not so good in recent years.

According to public information, from 2011 to 2014, IKEA China's sales growth rate has increased by more than 15% every year, and then it has dropped rapidly. By the 2018 fiscal year, this figure has fallen to 9.3%. On the other hand, the relative growth rate of shopping mall visitors is also declining. In 2016, the number of visitors to the mall increased by 20% year-on-year, 11% in 2017 and 9.6% in FY18.

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xx凑巧的是,宜家销售额增长率急跌的这几年,正是京东家装全面崛起,阿里巴巴入股居然之家等等中国电商家居产业迅猛发展的几年。而宜家没有选择与任何电商合作,也没有独立平台。面对新型消费者的购物方式,宜家还是不变的大卖场,消费者的购买形式依然是近的去卖场,远的选代购。

后知后觉的宜家,直到去年年底,才把网购范围扩张到了中国149个城市,而此时的入局,显然已经错过了电商的头班车。雪上加霜的是,宜家布局电商之时恰巧遭遇资本寒冬,以及房地产市场的降温。

值得注意的是,在中国家具市场普遍下行的氛围下,宜家的销量依然在上涨。在刚刚结束的2019民主设计日大会上,宜家显得异常淡定。他完全摒弃了2018年喧嚣的明星流量模式,回到正曾经的轨道,续写“可持续”的环保主题。

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猎头分析

宜家中国销售数据增长率的下跌,与整个全球经济的放缓,以及中国房地产市场降温紧密相关。但是以宜家的品牌效应,完全可以扭转局面,跑赢行业的增长率。

据卫士蓝高端猎头20年以上的专业企业顾问的经验看来,宜家首先应该在强化和宣传其环保可持续的品牌故事上多下功夫,其次扩大实体商场数量势在必行,最后与中国本土电商的官方合作值得考虑。

常言道:此一时也,彼一时也大家觉得呢

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