Marketing strategy of IKEA company
Ikea is a Swedish household goods enterprise, which was established in 1943. The founder of IKEA is kamprad from Sweden. At the beginning, it mainly engaged in stationery mail order, groceries and other businesses, and then turned to furniture as its main business. In the process of continuous expansion, its product range has been expanded to cover all kinds of household items. IKEA is developing steadily and rapidly. In 60 years, it has grown to 65,438+080 chain stores in 43 countries, with more than 70,000 employees. In this fiscal year, IKEA achieved sales revenue of 1 1 billion euros, and its net profit exceeded 1 1 billion euros, making it the largest household goods retailer in the world. Ikea's marketing strategy is a highlight of its management, and there are many places worth learning. Through the study of its marketing strategy, many aspects of its management can be connected in series. I. IKEA's product strategy1,accurate product market positioning IKEA's business philosophy is "to provide a wide range of beautiful and practical household items that ordinary people can afford." From the beginning, IKEA decided to be on the side of "most" consumers of household products. This means that IKEA must meet the needs of people with different needs, tastes, dreams, pursuits and financial resources, and hope to improve their home conditions and create a better daily life. In view of this market positioning, IKEA products are positioned as "low price, exquisite and durable" household products. In developed countries such as Europe and America, IKEA has positioned itself as a supplier of mass home products. Because of its cheap price, new style and good service, it is welcomed by the majority of low-income families. However, after arriving in China, the market positioning has been adjusted to a certain extent, because: although the market in China is extensive, the general consumption level is low, the competition of the original low-priced furniture manufacturers is close to saturation, and there are few foreign high-priced furniture in the market. So IKEA turned its attention to the relatively wealthy class in big cities. IKEA's market positioning in China is "white-collar workers who want to buy high-end goods but can't afford high prices". This positioning is very clever and accurate, and has achieved good results for the following reasons: IKEA, as a global brand, satisfies the psychology of white-collar workers in China; Every corner of IKEA stores and business philosophy is full of exotic cultures; Ikea furniture is characterized by customers' self-assembly, free large-scale publicity publications and free purchase. These have attracted the attention of many intellectuals and white-collar workers. Coupled with excellent product quality, IKEA has stabilized its old customers while attracting more new customers. IKEA's product positioning and brand promotion are so successful in China that many white-collar workers in China regard "eating McDonald's, drinking Starbucks coffee and using IKEA furniture" as a fashion. From 65438 to 0997, IKEA began to highlight children's demand for household items, because children also have great demand for household items, and the competition in this field is not fierce. In order to design products that are more suitable for children's needs, IKEA cooperates with two teams of experts to develop products. Child psychologists and children's game professors help IKEA design and develop products aimed at cultivating children's sports ability and creativity. At the same time, IKEA uses children to help it choose award-winning products. There are children's play areas in the IKEA exhibition hall, children's model rooms and children's food in the restaurant, which are loved by children and make them more willing to visit IKEA. 2, the product style is unique, which is conducive to sales. The products sold by IKEA are all designed by IKEA independently, and the product styles are different. IKEA emphasizes the unique style of "simplicity, naturalness, freshness and excellent design". IKEA originated from Sweden (a forest country) in northern Europe, and its "simple, fresh and natural" product style also inherited the Nordic style. Both nature and home occupy an important position in people's lives. In fact, Swedish home style perfectly reproduces nature: full of sunshine and fresh breath, but not artificial. The style of IKEA home products is the condensation of Swedish home design culture, which has a long history: 19 At the end of the year, artists Carl and Karin Larsen combined the classical style with Swedish folk customs, and they created a model of Swedish home design, which has been passed down to this day; In 1950s, with the development of modernism and pragmatism in Sweden. Today, what we see in IKEA products is: modern but not fashionable, very practical and novel, focusing on people-oriented, reflecting the ancient tradition of Swedish home in many ways. Walk into the IKEA store and taste it carefully. Ikea's home products can be displayed from single items or from the whole home; From Robin's bed, bisk's desk to Bonger's cup, everything is simple, natural, primitive, well-designed, beautiful and practical. Compared with other manufacturers' household products, IKEA gives people the impression that it is a collection of the above advantages, and the above advantages are IKEA! This style of IKEA can really touch the hearts of most consumers and arouse people's desire to buy. This style of IKEA runs through the whole process of product design, production, display and sales. In order to carry out this style and hope that its own brand and patented products can eventually cover the whole world, IKEA has always insisted on designing all its own products and owning its own patents. Every year, more than 65,438+000 designers work around the clock to ensure "all products and all patents". In addition, IKEA's simple and natural product style also helps to form another advantage of IKEA, that is, low price, which we analyze in IKEA's price strategy. 3. Exquisite product design and durability IKEA has always emphasized exquisite product design, practicality and durability. Of course, it is not difficult to simply design beautifully, but it is very difficult to achieve exquisiteness, practicality and high quality at the same time on the basis of low price. IKEA has a large number of excellent designers to ensure the design of IKEA home products. They are not only experienced, but also able to work closely with experienced manufacturers to find ways to make full use of raw materials; At the same time, they are also familiar with how to produce low-cost furniture, while still maintaining the original design creativity. The design of IKEA is novel and practical. For example, IKEA's "four seasons quilt" is a combination of three quilts, one is a warm and comfortable summer quilt, and the other is a moderately warm spring and autumn quilt. You can also put the two layers together, which is a quilt that keeps warm in winter. This design of IKEA is really original: before I saw this design of IKEA, who would have thought that it could be designed with quilts? Another example is the mtp bookcase. This bookcase was designed by marian grabinski, consultant and designer of IKEA 1963. This kind of bookcase is modern and classic, beautiful and practical, which has brought huge profits to IKEA. It is a model of IKEA design and has attracted many manufacturers to imitate it for many years. The durability of IKEA household products is also a major feature: for example, sofas can be squeezed by pressure for hundreds of thousands of times, and the doors of cabinets can be opened and closed for decades. Of course, it takes a lot of efforts to make products exquisite and durable, from product design to material selection to technological process, but IKEA has done it. 4, a wide range of products IKEA has a wide range of products, IKEA * * * has more than 10000 products for customers to choose from. Basically, customers of any taste can buy the household products they need at IKEA. The "wide range" of IKEA products has the following meanings: first, it is a wide range of functions. Customers don't have to come back to different specialty stores to buy household items. At IKEA, you can find everything from living room furniture, toys, frying pans to tableware. From office furniture to green plants, in a word, all practical household items can be found in IKEA, and customers don't have to run between home stores. Secondly, the range of styles is wide. People with different tastes can find what they like here. But IKEA's products are not all-inclusive, and IKEA has no products that are too extreme or exaggerated. IKEA provides the products needed to create a comfortable home environment. In addition, through proper coordination, multiple functions and styles can be realized at the same time. No matter which style customers like, there will be an armchair with a bookcase, a bookcase with a new folding table and a new folding table with an armchair. So IKEA's "wide range" has multiple meanings.