Road Shop: The Six Greatest Skills Of IKEA Mall In Guangzhou

IKEA (hereinafter referred to as IKEA), founded in Sweden in 1943, is the largest furniture in the world.

Goods merchants first entered the mainland market in 1998, and now have 16 large stores in mainland China, all over Beijing, Shanghai, Guangzhou and other cities.

"Innovative low price!" in Hongkong, IKEA made such an advertising slogan.

In Europe and America, IKEA is only a "home convenience store" for the low-income class, but in China, it has become a symbol of its status and status.

Chinese people are so stupid? What they buy at IKEA is "experience"!

How persistent is Chinese love for IKEA? Look at the pcript of IKEA in fiscal year 2013.

IKEA's sales in China in fiscal year 2013 exceeded 6 billion 300 million yuan, up 17% over the same period last year.

When physical retail is entering the cold winter, IKEA's sales volume can go up again. Why?

Is the design extraordinary? The IKEA design is unique, but it feels that there is a lot of people in the middle of the design.

Is it excellent in quality? IKEA has Swedish origin, but most of the goods are made in China.

Even less than some local brands.

Is the price cheap? Under the current income level in China, the price of IKEA furniture is not close to the people, otherwise it will not become the target of petty bourgeois competition.

The IKEA Business Strategy Center believes that the most attractive place for customers is to "experience" two words.

Compared with the cold home products and the same product design and display in the local home stores, IKEA has been advocating and insisting on letting the customers know the characteristics of the products in person, encouraging all customers to go to the store and trying out the home products on the spot to understand the characteristics and advantages of this product.

It can be said that other home stores sell goods, and IKEA sells mainly "experience".

Even if the quality of goods is uneven and the price is not low, Chinese people are willing to pay for a comfortable "experience".

Tao Ben shop: the six stunt of Guangzhou IKEA's wealth and prosperity

When asked why IKEA is chosen, comfort and fashion are the most common answers.

Why is IKEA so popular with customers? Dao Ben culture has come to Guangzhou IKEA to find the answer.

On Wednesday working day, Guangzhou's checkout team still had a long queue in the afternoon on Wednesday.

Address: 1 floor of Tianyu garden, 156 Lin He Zhong Road, Tianhe District, Guangzhou (near Guangzhou Railway East Station)

Business area: About 33000 square meters.

Opening hours: October 12, 2005

Are you still worried about the shopping guide and the endless introduction of products? In IKEA, these jobs are all replaced by some "cute" little notes, giving customers a brief introduction to the characteristics of the products.

Without the "surveillance" of shopping guide, customers want to sit down, lie down and do whatever they want to do, just as they do at home, which is obviously different from other stores' "not buying or moving" frail.

Taoism culture discovered that there are many "sleeps" in IKEA, which directly occupy the display products in sofa area and bedroom area of shopping malls, and even more directly go to bed to sleep.

IKEA fully respects customers' shopping choices after experience.

Customers can take a look at these introductions and sit down to experience one, then copy the model on the label and pay the cashier.

Stunt two: design and product packaging as a whole, experiential sales.

IKEA has almost subverted China's home industry and marketing methods. It not only provides all aspects of design, product display, experience and trial, but also lets customers appreciate meticulous care in every specific link.

High housing prices stifled the hope of many Chinese buyers. Many people can only live in two or thirty square meters of rental housing.

How to build a home in a small space, IKEA is undoubtedly an expert in the use of room space.

Business men's room, single apartment, dream princess room, children's interesting children's room, retro original wooden house, one bedroom, one hall, small apartment, three rooms, two hall large family...

IKEA's large styles and large model rooms always bring customers from numerous home accessories to "steal teachers".

Here, you can choose the model room that you like, draw the gourd, and save a lot of design trouble. Your room is your master.

Stunt three: one-stop shopping, one-stop service

If you take the idea of buying furniture and go out to IKEA, when you come out, you will never have furniture in your hand. You will also include soft objects such as pillows, furnishings, cups and saucers, candles and furniture styles.

In addition to all kinds of furniture, IKEA also sells all kinds of home decorations, children's toys, even pots and pans to meet the needs of people aged three to eighty.

Take a bedroom as an example. In the past, customers needed to buy beds and cabinets in furniture stores, buy lamps at lighting stores, buy bedclothes, quilts and quilts in shopping malls.

But now, these things can be bought in IKEA, and design, delivery, assembly service one-stop, dissatisfied can also return within 60 days, IKEA naturally become the "lazy people" first choice.

Stunt four: Retail + catering format

1 yuan ice cream, 3 yuan hot dog and 15.5 yuan Swedish meatballs...

There was a long queue in the front row of the IKEA restaurant, which was hard to find in the coffee shop. Many people chose to have afternoon tea in IKEA, Guangzhou.

IKEA cafe, IKEA cafe and IKEA Swedish food house are not only customers' resting places, but also the reasons for attracting food to shop.

You will see many children, adults, young, elderly, a person, a family, and so on, enjoying the happiness that food brings to them.

The scene is no less than any star restaurant.

The catering industry will undoubtedly bring huge passenger flow to IKEA, which will increase the probability of consumption and increase sales.

Stunt five: specialized children's playground to drive "family consumption"

Just entering Guangzhou IKEA, the noise and noise filled the entrance of the first floor, and the bright children's playground came into view.

It is understood that IKEA will set up free children's playground for children at the entrance of every shopping mall.

Customers can leave their children here and play, and then feel comfortable shopping.

Meanwhile, children's activity areas and children's products areas are also set up in the store, which opens up a small world for children.

Starting from the baby and taking children's experience as the origin, the consumption radius extended to mom and Dad, grandparents and so on, forming the effect of "one drag N", forming "family consumption".

In the checkout area, apart from the citizens who are really simply for buying furniture, most of them are family members, who are bustling and bustling.

Nirvana six: humanized service facilities

The service of Guangzhou IKEA embodies humanistic care: designers' on-site design guidance, light and simple shopping bags, categorization trash cans, shopping lists and brochures, which not only include shopping routes, design guides, but also give detailed answers to problems encountered in the process of home decoration, providing customers with the most professional and convenient service guidance.

Experiential marketing is the trend of the times.

Facing the aggressiveness of the electricity supplier, constantly examining its advantages in the real business downturn, experiential marketing has become a new way out for offline commerce.

The era of "lots and big cards deciding everything" will come to an end, and the layout of shopping malls and businesses, especially the introduction and layout of experiential consumer businesses, and the improvement of cultural facilities and services will become increasingly important.

Future customers will be more willing to pay for experience, environment, emotions and services.

More and more commercial projects have noticed this trend. They have started playing "experience cards", adjusting their formats, increasing leisure, catering, entertainment, and even the proportion of sports venues, museums, children's amusement facilities, museums, aquariums and experiential sports cities.

Do you really understand "experience"?

Panda show, "Daddy where to go" star meeting, special theme restaurant...

In the Past National Day golden week, thematic exhibitions, special events and meetings have replaced big discount promotions and become the main force of festival activities.

Even though popularity is hot, sales are not optimistic.

Data show that during the National Day golden week, the number of retail sales of 100 major large-scale retail enterprises increased by 2.6% over the same period last year, the growth rate was 3.7% lower than the same period in 2013, 5.9% lower than the same period in 2012, and 55 enterprises were negative year-on-year sales growth.

Obviously, experiential marketing is the trend of the times, but how to pform passenger flow into sales volume is a topic for shopping malls to consider.

Taoism culture believes that experience is not only a matter of staying in a few activities or increasing the appearance of some catering formats, but also having deeper connotation and requirements.

Key words: pposition

Experiential marketing emphasizes the psychological experience of customers and the three-dimensional feeling in the shopping process. Taking the customer's experience as the center, standing on the five aspects of the customers' senses, emotions, thinking, action, and correlation, designs a feeling scene through the state that the customer can perceive. In the scene, the customer can feel the benefits brought by the product and realize the core selling point of the product.

"Experience" is not to let customers sit on the sofa to feel uncomfortable, but throughout the entire consumption process.

There are no rest areas, no trash cans, and dirty toilets.

Customers may experience a big discount. How can this customer be willing to pay for a bad service?

Instruction sign, rest area, WiFi popularization, storage facilities, nursery room, toilet service, parking problems at peak hours, and non motor vehicle parking are all the most easily neglected service details in shopping malls.

Customer experience is the essence of experiential consumption. If we can not change the location and consider the problem from the perspective of customers, it will be no use to build more children's parks and exhibitions.

Keywords two: Fusion

The purpose of experience is to retail.

In the past, shopping, catering and entertainment "52:18:30" format operation "golden ratio" is being carried out.