分析宜家家居成功营销策略看中国家具行业发展

分析宜家家居成功营销策略看中国家具行业发展

宜家（IKEA）大家一定都不陌生，宜家家居原本是瑞典一个普通的家具企业，2003年进入“全球100个最有价值品牌”排行榜。2004年，宜家以128亿欧元的销售额位居世界家具用品销售企业之首。同年，宜家公司创始人英格瓦·坎普拉德曾超过比尔·盖茨，一跃成为世界首富。自1943年成立以来，经过60多年的发展，宜家现已成为全球最具影响力的家居用品零售商。 宜家成功营销的策略

之一：巧妙命名。IKEA这个名字，是由创始人英格瓦·坎普拉德名字的首写字母（IK）和他所在农场（Elmtaryd）以及村庄（Agunnaryd）的第一个字母组合而成的。更为巧妙的是，中文的“宜家”既与IKEA谐音，又有了成语“宜室宜家”的美好寓意。夫妻和顺，家庭美满，是每一个人的梦想。再加上宜家的种种经营优势，宜家产品在中国，尤其是年轻人心目中已经成为时尚生活的标志。

之二：独特设计。宜家产品充分体现了为大众设计的理念———价廉、耐用、简单、自然，不能成为生活的束缚，还要能够满足全球化生产的需要。宜家将塑料、层板和松木作为基本的家具材料，通过对颜色和材料的精心选择搭配，使其产品既现代、美观，又实用、环保；既以人为本，又凸显地域特色，很好地表现出了那种源自瑞典南部斯莫兰自然、清新、健康的生活方式。这些产品与斯莫兰民众勤劳、节俭和对有限资源最大程度地加以利用的美德紧密相连，极易引起消费者的认同和好感。

之三：品种齐全。在宜家商场里，沙发、床、桌子、椅子、纺织品、厨房餐具、地板、地毯、厨房家具、浴室用品、灯具及植物等家居用品应有尽有。而且，宜家产品风格多样，浪漫主义者与简约主义者到宜家，都能乘兴而来、满意而归。

之四：拆装便利。1955年，宜家一位员工突发灵感，决定把桌腿卸掉，以方便装车，并避免运输过程中的损坏。没想到，这种平板式包装，成了宜家节省生产和运输成本的重要手段。更为重要的是，在自己动手（DIY）渐成时尚的情况下，这些拆装便利的家具大受欢迎。那些尤其喜欢自己动手的德国人，往往不惜在宜家的收款台前排上个把小时的长队，回家再拼命地拧几个螺丝，把那些零散部件装配成书架、柜子或者别的什么。

之五：开放销售。1965年，宜家开办了斯德哥尔摩商场，引来数千人排队等候开业。由于顾客太多，员工严重不足。后来，宜家决定开放仓库，让顾客自提货品。这种开放式销售方式从此成为宜家概念的重要组成部分。开放式销售使消费者可以仔细打量产品，并大大降低运输成本，它甚至导致了家具零售和制造业的革命，同时也极大地推进了宜家走向世界的速度。

之六：低价入市。宜家的经营宗旨是：“提供种类繁多、美观实用、老百姓买得起的家居用品”。为打造低价商品，宜家在大力降低生产成本、采用平板式包装和自选购物方式的同时，还通过大批量采购尽可能降低采购成本。

之七：特色文化。在宜家文化中，除其具有瑞典自然、简朴特点的产品设计以及人性化的开放式销售外，还有三点不得不提：一是温馨餐厅。宜家的餐厅类似于“店中店”，顾客可以根据自己需要随时选择就餐或休息。二是关爱儿童。为满足孩子们的特殊需要，宜家开发了一批既能吸引儿童兴趣，又能提高孩子运动能力和创造力等的产品，开发了儿童游戏区、儿童样板间，餐厅专门备有儿童食品等。再有一点，就是“透明营销”。宜家始终坚持向消费者提供关于产品、价格、功能等方面的全部真实信息，使顾客能在充分掌握有关信息的前提下，自主作出合理的购物选择。宜家认为，如果你是最好的，就不会害怕让顾客知道。顾客知道得越多，只会增加对产品的信赖和喜爱。宜家告诉顾客，在宜家购物，除了可以通过自己动手组装家具外，也可以预约宜家的室内装饰建筑师和设计师，请他们帮助你设计新房、改造旧居。宜家就是要让你尽可能享受到全面、优质而又低价的服务。

中国家具市场目前比较混乱，之所以出现这种局面就是因为国内从事家具行业的企业家们的营销思路出现了问题，没用发展的眼光看问题。其实，结合国内政治经济人文等诸多因素在营销方面参考国外成功案例。在实践中发现问题解决问题！从而形成自己的营销思路。这个我想很多人都知道，的是真正踏踏实实去做的又有几家呢？

红星美凯龙，为什么发展的如此迅速呢？就是因为企业领导者善于学习国外的先进思想，把国外的成功营销模式与中国的社会现状结合起来从而发展迅猛。国外的东西不一定全都是好的，但是大家想一想毕竟中国是发展中国家与发达国家相差还有一段距离，孔子还说过三人行必有我师，所以任何对企业发展有利的东西我们都要学习，让它变成自己的东西。

IKEA (IKEA) everyone must be not strange, IKEA is a Swedish originally ordinary furniture enterprises, in 2003 into the "world's 100 most valuable brands" list. In 2004, ikea, sales of 12.8 billion euros in the world's top furniture supplies sales companies. That same year, ikea founder ingvar kamprad, had more than Bill

Gates, making it the world's richest man. Since it was founded in 1943, after more than 60 years of development, ikea has become the world's most influential

household goods retailer.

Ikea's successful marketing strategies

One: clever name. IKEA this name, is the founder ingvar kamprad, name of the letter (IK) and his farm (Elmtaryd) and village (Agunnaryd) a combination of the first letter. More ingeniously, "IKEA" both in Chinese and IKEA harmonics, and the idiom "appropriate room IKEA" good moral. And husband and wife, happy family, it is everyone's dream. Combined with all kinds of business advantage, ikea ikea products in China, especially among the young heart has become a symbol of fashionable life.

# 2: unique design. Ikea products fully reflect the concept of design to the masses - cheap, durable, simple and natural, cannot become the constraints of life, but also can meet the needs of global production. Ikea will be plastic, plywood and pine as basic furniture material, through to the color and the material carefully choose collocation, make its products is modern, beautiful, practical,

environmental protection; Is people-oriented, and highlight the regional

characteristics, good exhibit that originated in southern Sweden, moran, natural, fresh, healthy way of life. These products and moran people diligence, frugality, and the limited resources to maximize the use of virtue are closely linked, easy to cause consumer acceptance and love.

# 3: the variety is complete. In ikea, sofa, bed, table, chair, textiles, kitchen

utensils, floor, carpet, kitchen furniture, bathroom supplies, household articles for

use such as lamps and lanterns and plants. Moreover, ikea product style variety, romantic and minimalist to ikea, thereby, satisfied.

Four: tear open outfit is convenient. In 1955, ikea employees sudden inspiration, decided to put the table legs off, to facilitate loading, and avoid the damage in the process of transportation. Unexpectedly, this kind of plate type packaging, had become important means of the ikea production and saving transportation cost. More importantly, in DIY (do-it-yourself) gradually into fashion, these convenient dismantling of furniture is very popular. Germans, who like myself in particular often at the checkout counters in ikea for an hour on the front lines, home again desperately a few screws, those fragmented parts assembled into shelf, cabinet, or anything else.

5: open sales. In Stockholm in 1965, ikea opened mall, attracted thousands of people waiting in line for the opening. Due to too many customers, a serious shortage of staff. Then, ikea decided to open a warehouse, let customers to the goods. This way of open sales and has since become an important part of the ikea concept. Open sales make consumers can look at the product, and greatly reduce the transportation cost, it even has brought about a revolution in the furniture retail and manufacturing, but also greatly promote the speed of ikea towards the world. Six: the low-priced market. Ikea business objective is: "provide a wide variety, beautiful and practical, ordinary people can afford the household articles for use". To make lower prices, ikea in lower production costs, using plate type packaging and customize the way of shopping at the same time, also by mass purchasing as soon as possible to reduce purchasing costs.

Seven: characteristic culture. In ikea culture, in addition to its Swedish nature, the characteristics of simple product design and humanized open sales, there are three have to mention: one is sweet and restaurant. Ikea's restaurant is similar to "the inn in inn", customers can choose according to their own needs at any time a meal or rest. 2 it is to care for children. To meet the special needs of children, ikea has developed a batch can attract children's interest, and can improve children sports ability and creativity and other products, developed a children's game area, children between example, restaurant specially equipped with children's food, etc. Another point, is the "transparent promotion". Ikea always insist to provide

customers with products and all true information about the price, function, etc, can make customers in the premise of fully grasp the information, make reasonable shopping choice independently. Ikea believes that if you are the best, just not afraid to let the customer know. Customers know, the more will only add to the product of the trust and love. Ikea told the customer, in the ikea shopping, besides can diy assembly furniture, also can make an appointment of ikea interior

decoration architect and designer, ask them to help you design a new home, transforming lives. Ikea is to make you enjoy as much as possible to the comprehensive service, high quality and low price.

Chinese furniture market is chaotic, appear this kind of situation is because domestic entrepreneurs in the furniture industry marketing ideas appeared problem, useless for the development of eye problems. In fact, combined with domestic politics, economy, culture and other factors in marketing reference of foreign successful cases. Find and fix problems in practice. To form their own marketing ideas. I want to a lot of people know this, is true and steadfast to do some?

Beauty of red star triumphant dragon, why development so quickly? Because enterprise leader, good at learning foreign advanced ideas, the success of the foreign marketing model combined with China's social status and developing rapidly. Foreign things all are not good, but you think about it, after all, China is a developing country and developed countries are still have a distance, Confucius also said that keep good men company, so any good for enterprise development of the things we all want to learn, make it myself.

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