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Yi Shi IKEA (IKEA) Introduction ??????????????????????????www.e-home.cc Yi Shi Home Online ? ??????????????????????????????Yi Shi IKEA (IKEA) ? Founded in 1943, the basic information English name: IKEA Number of employees: 104,000 (2006) Promotional slogan: life, starting from home Home, the world's most important places Yi Shi IKEA (IKEA) Introduction IKEA was founded in Sweden in 1943, "for most people to create a better everyday life" is the IKEA company since its inception has been working for. IKEA brand has always been, and improve people's quality of life associated with and adhering to the "as many customers as possible to provide affordable, well-designed, functional and inexpensive household goods" business purposes. In providing a wide range, designed, functional home furnishing products at an affordable price, while IKEA efforts to create social benefits to customers and mode of operation as the center, dedicated to environmental protection and social responsibility. Today, the Swedish IKEA Group has become the world's largest furniture household products business and sales include chair / sofa series, office supplies, room series Kitchen series, lighting, textiles, cooking utensils, housing storage series, children's products series about 10,000 products. IKEA currently  in 34 countries and regions, with 240 stores in all, including seven in China, in Beijing, Shanghai, Guangzhou, Chengdu, Shenzhen, Nanjing and Dalian. IKEA's purchasing patterns of procurement pattern of globalization, set up its global sourcing trade area of 16, including three in China, namely: South China, Central China and North China. IKEA currently purchases in China have accounted for 18% of the total in the country ranked first IKEA purchases. According to the plan, 2010, IKEA's retail malls in China will reach 10, the required storage capacity from the current 100,000 cubic meters to 300,000 cubic meters more than the expansion. China has become Ikea's largest purchasing market and business growth one of the most important space in IKEA's global strategy plays a decisive role. IKEA's purchasing patterns IKEA's purchasing patterns of procurement mode of globalization. IKEA's products are from the trading area (Trading Area) arrived after the purchase of 26 distribution centers worldwide and then deliver to IKEA in the global store. IKEA's purchasing philosophy and assessment of suppliers includes four areas: continuous price improvement; strict supplier performance / service levels; good quality and healthy products; environmental protection and social responsibility (the IWAY-The IKE Away of Purchasing IKEA home furnishing products-home product purchasing requirements, it is the IKEA company's suppliers on environmental protection, working conditions, child labor and forest resources policies). IKEA's global procurement Trade Zone of 16 of 46 trade offices located in the 32 countries. Trade Representative Office, staff are the best purchasing IKEA concept of assessment of suppliers and suppliers in the headquarters to coordinate the implementation of product procurement plans, monitor product quality, attention to suppliers of environmental protection, social security system and safe working conditions . Today, the IKEA in 53 countries, has about 1,300 suppliers. IKEA's brand of religion In order to emphasize to employees and customers the democratic idea of an alliance in 1976, Kamprad wrote "a belief in the furniture," and thereby become IKEA Bible. He reiterated; for the most part to create a better life, including the break status and traditional constraints become more free. To do this, we have different. Even in the last century 90's, IKEA increase the pace of development throughout the world, it also seeks to maintain its own an original culture. Kamprad says directly: IKEA has always been important to adhere to their own traditions, because this is not the Swedish culture, but corporate culture. Otherwise, other countries, employees do not feel themselves to belong to IKEA. In addition to the simple, beautiful and reasonably priced products to the global market, IKEA is also equal to the free spirit of the Nordic-style spread all over. For young people, compared with the product useful, more lethal force IKEA this spirit, no one can ignore such a big trend: everyone aspires to lead and dominate. Brand religion Brand strategy, IKEA is also opposite. September 2005, "Business Week" and Interbrand Corporation jointly launched the world's best brands standings, top 42 IKEA, the brand value of 7,817,000,000 U.S. dollars, but before three consecutive years, IKEA has been ranked the world's best brands the top 50. The incredible is that IKEA rarely invest in advertising. In fact, the real core of the brand IKEA customers into the brand communicators, rather than rigid ads. Evaluation of a UK media as IKEA's comments: It is not just a shop, it is a religion; it is not selling furniture, it put up a dream for you. IKEA way familiar with word of mouth, and make seemingly primitive, clumsy, but in fact efficient and perfect operation. IKEA is this brand of religion of the Church, distributed in 223 IKEA stores around the world is walking around the church in the IKEA staff is this brand of religious clergy, after the value of systematic training and nurturing, they put a sets of attitudes, values style to convey to Christians, those more than 300 million each year into the IKEA customer. To enable more customers to become brand preacher IKEA, IKEA is an important strategy is to sell dreams, not products, in order to do this, IKEA is not only a wide range, beautifully designed, practical, low-cost products, but also the products with the public good for marriage. About 10 years ago, the IKEA Group plans to begin participation in environmental issues involved include: materials and products, forest, suppliers, transport, shopping environment. Today, IKEA is one of the first through forest certification, which is popular on the international eco-certification, including certification of forest management and chain of custody audit. IKEA or even that it will not ignore child labor, racial discrimination and other social phenomena and the use of natural forests from the original issue of illegal timber. Along which the spread of brand IKEA IKEA catalog is the main force, many people compared it to print a few more than "the Bible" album more than a matter of fact, it is comparable to the spread of the effectiveness of "Bible." The booklet was born in 1951, with the apparent mail-order features. But Kamprad is gradually transforming it into life sermons new manual, which not only products that are listed on catalog pictures and price, but through careful design of designers, from the functionality, aesthetics and overall performance IKEA etc. characteristics, customer can take from home layout inspiration and practical solutions. Early in September every year, in its new fiscal year began, Ikea have free delivery to consumers beautifully produced catalog. 2005 IKEA catalog issued a total of 100 million 6 million copies, with 25 languages and 52 versions. IKEA has a unique strategy, brand integration model with the brand, which owns the brand, design and sales channels. Product brands, IKEA to the company's more than 20,000 kinds of products, divided into three series: IKEA office, home storage, Children's IKEA. Strong support in the IKEA brand, the more than 20,000 kinds of products have established their own brand. From SANDOMON (Sang Demeng) sofa that EXPEDIT (EXPEDIT) bookcase; from FAKTUM (Act g Mainland) cabinet into MOMENT (Moment) table; small value of one dollar of champagne JULEN (Ulen). Philosophy Better everyday life IKEA business idea is to provide a wide range of beautiful and practical household items at an affordable price. In most cases, beautifully designed home furnishings are usually able to afford them for the few who offer. From the beginning, IKEA is another way to go. We decided to stand on the side of the public. This means that people around the world to respond to the needs of the household goods: with a variety of different needs, taste, dream, desire and income needs; want to improve their families and their daily lives and people's needs. Production of fine furniture is not difficult: as long as the money and let customers pay, can be done. Production of low prices beautiful, durable furniture is not so simple - it needs another way. This is about finding simple solutions and savings in a variety of methodological problems. Products IKEA product range in the wide variety of areas. First, the IKEA product line in a wide range of functions: the living room from the plants and household items to toys and the kitchen, you may find the layout of your home everything you need. Second, the IKEA product range in style variety. Romantics will find the same minimalist need. Finally, the mutual harmony of products at the functionality and style, and always at the same time the wide variety. No matter which style you like, there is something for all people. High prices create quality products, or manufacture of inferior products at low prices, anyone can do it. However, a good product at a low price, you must find not only save cost and very innovative approaches. Therefore, IKEA, the way we do things a little different. Low price Low price is the IKEA vision, business philosophy and the cornerstone of the concept. All IKEA products is the basic idea behind the low price will make a wide range, beautiful and practical household products to everyone for all. We continually strive to be everything better, easier, more efficient and always more cost-effective. Swedish tradition IKEA Sweden Design products are based. So far, IKEA products are developed by Sweden. Through color and material selection, IKEA product range, though not the most prevalent, but it is modern, practical and still lose beautiful, people-oriented and child-friendly product, represents a fresh, healthy lifestyles, Sweden. IKEA of these methods and the origin of Sm?land in southern Sweden, closely related, where people to hard-working, thrifty living, and owned by their limited resources to maximum, which is known. IKEA sound and rapid development in 60 years, the development of the global total of 180 chain store, distributed in 43 countries, employing more than 70,000. IKEA for fiscal year 2003 of 110 million euros in sales revenue and more than 1.1 billion euros in net profits, the world's biggest household goods retailers. IKEA in the world Product The IKEA of Sweden in Amuhuote responsible for developing the IKEA product range, the series contains approximately 10,000 products. Behind the entire work, the basic idea is low cost, so that well-designed, practical household products to everyone for all. From internal and external designers of new products still in the drawing in its design stage, to accept the analysis and evaluation to ensure that they achieve functional, efficient distribution, quality, environmental protection and low price requirements. At the same time, IKEA of Sweden is also responsible for these products from a number of unique names, such as: GUSTAVA, STOLLE so. Different products were named according to different rules. Cotton products and curtain girl usually take the name of carpet to place names Denmark, Sweden sofa Zeyi names to call. Industry Swedwood Ji Tuan is the IKEA industrial group responsible production of wooden furniture and wooden furniture accessories. Swedwood in 9 countries in 35 industrial sectors. Purchase IKEA in 32 countries with 46 trading companies (TSO). Every product trading company staff to oversee production and thus be able to Shiyan new ideas, negotiate the price, quality inspection, is also responsible for supervision of IKEA suppliers in the social environment, working conditions and environmental protection work. With suppliers (1,300 in 53 countries) is to maintain close contact with the key of reason and long-term cooperation. Distribution From suppliers to customers to try to do this process work is a direct, cost and environmental protection. Efficient distribution of work in obtaining low-cost plays a crucial role. Flat packaging is very important respect. 28 in 16 countries, distribution centers responsible for the IKEA store supply. Retail In the IKEA store, the household goods everything: sofas, beds, tables, chairs, textiles, kitchen utensils, floors, carpets, kitchen furniture, bathroom products, lamps and plants. Our aim is for customers to be inspired, to share with them a good way to create smart design, good idea. Last year, 410 million customers visit the IKEA stores around. Product catalog is the IKEA of the most important marketing tool. Last year there were 52 versions and 25 languages printed product catalog is 160 million. More and more people started using the Internet as an information source. Last year, the IKEA site 125 million times welcome to visit. Online trading in IKEA's total sales in the possession of a small but growing share. The corporate brand in the World Brand Lab (World Brand Lab) 2006 compiled by "the world's Top 500 Brands" list ranked 91st. IKEA was founded in 1943, a Swedish household products company, IKEA is the Swedish Kamprad, founder, established the beginning of the major mail-order business stationery, groceries and other services, mainly after the shift to furniture industry, the expansion process in the range of products expanded to include a variety of household items. IKEA sound and rapid development in 60 years, the development of the global total of 180 chain store, distributed in 43 countries, employing more than 70,000. IKEA for fiscal year 2003 of 110 million euros in sales revenue and more than 1.1 billion euros in net profits, the world's biggest household goods retailers. IKEA's marketing strategy is the management of a major bright spot, there are many places worth learning, through study of its marketing strategy, it can be many aspects of management are connected in series. 1, IKEA product strategy (Product) 1 and accurate product market positioning IKEA's business philosophy is to "provide variety, beautiful and practical, affordable price and the household goods." From creating the initial, IKEA decided to consumers and household goods in the "majority" stand together. This means that IKEA has to meet many different needs, tastes, dreams, the pursuit of financial strength, also to improve the situation and create a better home life of the people's needs. In view of this market position, IKEA's product positioning in the "low prices, attractive, durable," the household items. In Europe and the United States and other developed countries, IKEA to position itself as provider of household goods for the general public. Because of its cheap, new style, good service and so on, by the majority of low-income families welcome. But in China, the market position to do some adjustments, because: the Chinese market although widespread, but generally low levels of consumption, the original manufacturer of the highly competitive low-cost furniture, close to saturation, the market and few foreign high-priced furniture to attract the buyers . So IKEA sights on major cities in relatively fortunate. IKEA in China's market position is "buy offers for higher quality, but can not afford the high price of white-collar." This is a very clever and accurate positioning to obtain a relatively good results for the following reasons: IKEA as a global brand to meet the Chinese white-collar crowd psychology; IKEA store in every corner, and management philosophy are full of different cultures; IKEA furniture has customers assemble their own, complimentary Big publicity, freedom of choice and so on. These have attracted many intellectuals, white-collar sectors of the eye, with more excellent quality, so IKEA to attract more new customers at the same time, stable fixed repeat their groups IKEA's product positioning and branding in China so successful that many white-collar workers in China have to "eat McDonalds, drink Starbucks coffee, with IKEA furniture" as a trend. In 1997, IKEA began to focus on the needs of children of the household goods, as children, the demand for large household items, and this area is not highly competitive. To design more suitable for the needs of children's products, IKEA and two expert teams have cooperated to develop products. Child psychologists and children's games Professor Fang Miandi help IKEA to design, develop sports skills and to nurture creativity products. Meanwhile, IKEA use of children to help themselves selected the winning products. IKEA showroom in the establishment of a children's play area, children's sample rooms, specifically with children in the restaurant food, all of these have been children loved them more willing to patronize IKEA. 2, the product unique, favorable sales All IKEA products sold by the IKEA company's independent design and product different style. IKEA emphasis on product "simple, natural, fresh, well-designed" the unique style; IKEA of Sweden from Nordic (Forest National), the product style of "simple, fresh, natural," in keeping with Scandinavian style. Nature and family life in people occupy an important position. In fact, the Swedish home-style, a perfect reproduction of nature: full of sunshine and fresh flavor, while plain. IKEA, the Swedish home goods design style is the condensation of cultural history, while the Swedish home design culture has a long history: 19th century, the artists Carl and Karin Larsson, Sweden will be the classical style and folk style combined, they created a model of Swedish home design, spread so far; to 50 years, with the style of modernism and pragmatism has been developed in Sweden. Today, we see in IKEA products are: modern, but not of fashion, it is practical and no lack of novelty, based on the people, in many ways reflects the ancient tradition of the Swedish home. About IKEA store carefully taste, IKEA home products in terms of single products or from the home the whole show; from Robin bed, a table to Bong Bieske cup, no not the simple, natural, Jiangxinduju, both well-designed but beautiful and practical. And other manufacturers of household products comparison, IKEA gives the impression that: IKEA is a collection of the many advantages, and advantages above set up is IKEA! The IKEA of this style can really touch the hearts of most consumers, stir the desire to buy. This style runs through the IKEA product design, production, display for sale the whole process. In order to implement to achieve this style, like his own patented brand and global coverage to the end, IKEA has been insisting all products by their own personally designed and owns the patent, each year more than 100 designers crazy day and night to work to guarantee " All of the products, all of the patent. " In addition, IKEA style of this simple natural products also contribute to the formation of IKEA's another advantage, that is, low prices, IKEA's pricing strategy we have in analysis. 3, beautifully designed and durable product IKEA has always stressed the products designed, practical, durable. Of course, the simple elegant design is not difficult, but based on the same low price to achieve beautiful, practical, high-quality but very difficult. Ikea has a large group of excellent designers ensure that the design of IKEA products. They not only experienced, but also with experienced producers work closely to find ways to make full use of raw materials; the same time they also knowledge of how both the production of low-cost furniture, while still maintaining the original design ideas. IKEA design originality and practical, for example, an IKEA "Four Seasons was," is a three-by-one, one layer is cool and comfortable summer is, a layer is the warmth of spring and autumn are, you can put two together, it is warm in winter was. Originality of this design does IKEA: IKEA to see this design before, Who would have thought such a design with a quilt can be? Another example is the MTP bookcase. This bookcase is a consultant in 1963 by IKEA and designer Marian Grabinski design, this bookcase style, both modern and classic, beautiful and practical, to bring a rolling profit IKEA, IKEA design called a model, over the years attracted a number of manufacturers have imitation. IKEA is also a major durable goods characteristics: such as sofa, squeezing pressure to accept the number can reach hundreds of thousands of times, cabinet door stop to accept the number of switches and so on up to several decades. Of course, the product should be beautiful, durable and multi-faceted effort, from product design to material selection to process and so they have to make unremitting efforts, IKEA did. 4, wide product range IKEA product range wide, a total of more than 10,000 kinds of products for IKEA customers to choose. Basically, any taste of the customers can buy a home in IKEA household products required. IKEA product range of "wide" are the following meanings: First, a wide range of functions. Customer does not need to and from different stores to buy household items. Can be found in the IKEA furniture from the living room, toys, frying pans to cutlery knife and fork; from office furniture to plants of all items, in a word - can be found at IKEA all practical household items, customers do not shop at all between the East home Ben West to go. Second, the style of wide-ranging. Where people of different tastes can find their love. But IKEA's products are not all-inclusive, IKEA is not too extreme or exaggerated products. IKEA offers is to create a comfortable home environment need to. In addition, through appropriate coordination, which can achieve a wide range of functionality and style. Customers prefer either style, will have a matching armchair and bookcase, with a bookcase with the new folding table match, with a new folding table and armchair match. Therefore, IKEA's "series of broad" has multiple meanings. Second, low-price strategy (Price) IKEA's business philosophy is to "provide variety, beautiful and practical, affordable price and the household goods." This determines the IKEA products in the pursuit of beautiful and practical basis to maintain low prices, IKEA is actually doing so: IKEA has always emphasized a low price strategy. So IKEA is how to maintain a "beautiful and practical, a wide range of" on the basis of low-price strategy for? In fact, throughout the low-price strategy from product design to (shape, material selection etc.), OEM vendor selection / management, logistics design, store management, the entire process: 1, low prices always thinking throughout the product design IKEA's low price strategy throughout the product design has always been. IKEA's R & D system is unique to the bedrock of low-cost and highly efficient. 1) IKEA's low-cost design and module design method IKEA's design philosophy is "the same price of the product, the design of lower cost than anyone else", and therefore the focus of designers in the design competition, often concentrate on whether there was any possibility to use a screw or a more economical use of an iron bar, so that not only has the benefits of lower costs, and often have excellent ideas. IKEA invented the "module" type of furniture design (IKEA assembly of furniture are split shipment, the product is divided into different modules, block design. Different modules in the different regions according to the cost of production; the same time, some modules in different rooms of furniture also common), so the cost can be reduced not only design, but the total cost of the product can be reduced. 2) ascertain the cost of re-design products IKEA has a saying: "Our first design is the price tag." Prior to that designer products, IKEA had already set for the lower product selling prices and costs, then the costs, do everything possible to be beautiful and practical. For example: Bong glass designers, product developers Pia Eldin Lindsten received in 1996, the task of designing a new type of glass, she was also told that the cup should be sold in the market how much. The Bong cup, the prices must be surprisingly low - only 5 SEK. That is, before the design, IKEA to determine the price of a cup must be able to really knock the competition. 3) product design process, emphasis on teamwork Designers simply relying on the set itself is difficult to complete the difficult low price of fine design, material selection, and estimate the cost of factory production. R & D team behind it is a designer, which includes designers, product developers, procurement personnel. These people work closely together in determining the cost can make all kinds of performance variables within the optimal solution. With them to discuss design, materials used, and select suitable suppliers. Everyone to use their expertise to play a role in this process - for example, the role of procurement staff: they have a worldwide supplier of a good link between, so them better understand which vendors can the right time, right price, and guarantee the highest quality to produce this product. 4) could be considered to be exhaustive cost Design is a key link, which directly affect the product selection, process, storage, transportation and other sectors, a great impact on prices. So, IKEA's design team must take full account of products from all aspects of production to sales. Bong glass or in an example: In order to produce a low price to meet the requirements of the cup, designer Pia and his colleagues must fully consider the materials, colors and design elements, such as: The color chosen cup green, blue, yellow or white, because they stain with other color (eg red) pigment than lower costs; To the storage, transportation, manufacturing and so reduce costs, designers Pia cup final design of the bong into a special cone, because this shape can make Bong glass in the shortest possible period of time through the machine, so as to achieve cost-effectiveness; Bunge cup size makes manufacturers put a cup in the oven in the number of the largest, saving the production time and saves costs; IKEA is the endless pursuit of cost - the IKEA cup was again redesigned Bong, compared with the original glass, the new height of a small cup, and cup shape of the children have been improved, more effective stacked manner to save the cup in the transport, storage, shopping, and customer display cupboard at home within the space occupied - in a word: to further reduce costs. 2 IKEA innovation to reduce costs IKEA is adopting new materials and new technologies to improve performance and lower prices. To ogra chairs for instance - In the eyes of IKEA, ogra (chair) is a chair near perfect: beautiful, strong, light and very practical. At first, ogra chair with timber production, with changes in the market, the price becomes too high, then reduce costs by plate packing; when flat packing requirements can not meet the low-cost, IKEA's designers replaced by composite plastic wood; later To further reduce costs, IKEA will be one kind of new technology into a furniture industry - through the gas into the compound of plastic, save material and reduce weight and faster production of products (and can flat products from packaging). From ogra chair, you can see down the cost of the effort in IKEA. Another famous example is Qiu Bisi innovative storage unit: storage units in 1994, Qiu Bisi begin production, which is the first IKEA products manufactured using the framework of one board. IKEA door using a production technology to make Qiu Bisi more solid, lighter, cheaper, designers using the framework of plate manufactured by the door manufacturer's inspired design Qiu Bisi storage unit. 3, in order to reduce costs and close cooperation with OEM manufacturers Co-operation with the performance of OEM manufacturers in two aspects: first, the product design process; Second, the product production. In product development and design process, the design team and in close cooperation with suppliers. Assistance in the factory, IKEA is possible to find cheaper alternative materials, easier to reduce the cost of the shape and size. Cup on the Bong, the designers OEM manufacturer's suggestion, their shape and size of the re-design, you can burn during the better use of space, so to rationalize production and reduce some costs. Product design is complete, in order to convince OEM manufacturers must invest in equipment, IKEA to their commitment to a certain number of orders. Manufacturers willing to produce such products and purchase of equipment IKEA. To IKEA, the saving investment. Of course, when the trouble. A few years ago, IKEA had to recover a child's toy, and ordered to stop production of this toy - this toy's eyes off the danger, the safety of children adversely. But the shutdown brings up another problem: a factory that produced toys from India, the factory has 600 employees, for a time, 600 workers without work to do. This co-operation in order to maintain the relationship with our customers, and to honor its commitments, IKEA sent a designer to the factory to see Anna, to see what is the solution. Anna looked at the factory and the materials used. She worked with suppliers to develop a new range of products. Two weeks later, she took Fa Muni (cushion) returned to Sweden, which is a sort of cushion arm of the fine, the product immediately after being introduced as well as customers like IKEA. Fa Muni cushion achieved great success. It is worth mentioning that customer demand for such a great product, alone of the original 600 plant employees were not enough, then the factory has recruited many new employees. IKEA such a responsible attitude, willing to work with suppliers to IKEA, "quality and cheap" product strategy of successful implementation. 4, IKEA co-operation with customers to build low-cost IKEA is also seen as partners in the customer: customer look at catalogs, patronize IKEA supermarket, selection of furniture and their own in-demand warehouse delivery. Since most goods with flat packaging, customers can easily be transported home and independent assembly. In this way, customers save some costs (picking, assembly, transportation), and enjoy the low prices; IKEA will save costs and maintain the product's low price. 5 IKEA's global production management and logistics system is conducive to lower costs In product cost, in addition to the IKEA co-operation with OEM suppliers, but also to encourage competition among suppliers, IKEA also tend to give order to measure up to those generally on the lower prices manufacturers - the IKEA supplier for product selection business hours, from the whole to consider the overall lowest cost. That the calculation of product cost of arriving at the central warehouse as a benchmark, Then according to the potential of each sales region sales À´ vendor selection while making reference to quality, productivity and other factors. To further reduce prices, IKEA around the world to adjust their production layout - IKEA in the world with nearly 2,000 suppliers (including IKEA's own plant), suppliers of various products will be shipped from around the world all the IKEA the central warehouse, then shipped to various shopping malls from the central warehouse to sell. As the sales of different products throughout the ever-changing, IKEA also continuously adjust their global distribution of production orders, for example: IKEA Asia-Pacific central warehouse located in Malaysia, all shopping centers to China must be shipped to Malaysia products. This procurement method to reduce the cost of the whole IKEA. But China, higher costs, especially for larger furniture such goods, the freight costs will be in the 30%, directly affect the ultimate price. As the Asian market, especially the Chinese market share expanding IKEA products are more and more part of the product or the number of production on the Asian region, which will greatly reduce the cost of freight. At present, IKEA being implemented retail choice program, choose from several varieties of Chinese shopping malls, and then by the Chinese supplier of production, and then delivered directly to the store plan. Proved a great success of this program. For example, Nick Folding Chair was originally produced by Thailand, Malaysia, then shipped to transit China. Purchase price is equivalent to 34 yuan 1, but after the arrival of Chinese has reached 66 yuan a cost. Together with shopping center operating costs, the final price was 99 yuan one. Annual sales of just over 10,000 the year. Implementation of the plan, China's purchase price of 30 yuan a, arriving at the store costs 34 yuan to one, the mall retail price set at 59 yuan 1, 40 yuan lower than before, the annual sales volume soared to 120,000. 6, plate packaging cost strategy In the storage and transportation, the IKEA uses flat packaging, to reduce the furniture in storage and transportation of the failure rate and take up storage space; more important, flat packaging greatly reduces the transportation cost of products made in the worldwide production of production of large-scale distribution possible. It is said inspired by Ikea flat packed early a staff - he was a whim, decided to leg relieved, so that it can be fitted to the car, but also to avoid damage during transport. Since then, IKEA began to be considered in the design of flat packing problem. Flat packaging to further reduce the price of the product. Meanwhile, IKEA began to form a working model, that the "problems into opportunities." Of course, the same flat packed, IKEA designers in the product design process is to consider how the product design will make the production, storage and transportation cost is minimized. Third, the unique style of "store display" Channel Strategy (Place) 1, own stores control channel IKEA's channel strategy is to set up independent stores around the world, IKEA design their own proprietary products directly to consumers, the terminal control product sales channels. IKEA in the global total of more than 180 chain stores, distributed in 40 countries. Two, succeeded IKEA stores has become a symbol of a way of life IKEA furniture store brand is also the furniture brand. Through a series of operations, IKEA's store in people's eyes no longer just a place to purchase household items, it represents a way of life, so when you see the fashion of young people carrying signs bearing the IKEA shopping bags look Flying out of the IKEA store, you will not be surprised - there are many domestic businesses attempting to do so, but to no avail. We believe that the success of IKEA is that it not only integrates the business flow, logistics, but it used to integrate the business flow, logistics and the core idea - way of life. As we said earlier: in people's hearts with IKEA IKEA has been like eating at McDonald's, drink the same Starbucks coffee has become a symbol of life. Fourth, promotion strategy (Promotion) Directory display marketing strategy IKEA catalog show is an important part of marketing strategy, which greatly promoted the sales of IKEA's products. In 1951, IKEA had issued the first catalog. Since then, a year early in September, in its new financial year, the IKEA have free delivery to consumers beautifully produced catalog. IKEA is now a total of eight stores in mainland China: Beijing, Shanghai and Chengdu, Guangzhou, Nanjing and Shenzhen, Guiyang, and Dalian, Dalian store was February 19, 2009 open for business. IKEA in China IKEA in China has seven branches in Beijing, Shanghai, Guangzhou, Chengdu, Shenzhen, Nanjing and Dalian IKEA secret? Many people believe that the success of IKEA is that it creates a special shopping experience, such as store layout, no salesmen, Swedish food, and by customers to assemble their own furniture. But only a superficial essential factor is its low price sell high-quality goods. This is it conquered the market of weapons. Compared with competitors, IKEA furniture sales price of an average of 30% to 50%. It also constantly lower prices, on the contrary, many of the furniture retail prices often rise over time. IKEA play the slogan: "value low prices." Its goal is to keep product prices relatively modest, but not to customers that its product is a bargain. To do this, the only way to reduce costs has become. In fact, lower costs throughout the whole process of IKEA products, from product concept, design, production, transportation and marketing, Ingvar constantly thinking about the cost of the word. To this end, he once said: "waste of resources, the IKEA is a deadly mistake. A goal without costing plan must not be accepted." To this end, Ingvar been saved, is adopting new measures to cut costs. ¡ö For more interactive home news and more friends to share more good news on Yi Shi http://www.ehgou.com ¡ö comment in http://www.ehgou.net/ ¡ö [e-home special service]: Yi Shi Group design home decoration companies and chain stores over the country there are many newspapers available for reading books at home home news, there are many simple modern home stand, soft decoration gadgets, fun Wizard home sales. Please visit http://www.e-home.cc ?
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