Take you to explore the IKEA Xintianhe Shopping Mall in advance.
Editor’s note: This article is from WeChat public account “Winner Network” (ID: winshang) , author Chen Jiayu.
The first IKEA cafe in the country
45 home showrooms close to the lives of Guangzhou citizens
In addition to ice cream and hot dogs, the snack area has also added hot pot skewers.
Everywhere you can see the red card punching floral wall, the popular color home space…
“I was in the opening of the Yijia East Station store, 14 years, like the children who raised their own children.” Speaking of the IKEA East Station store The store’s topic, the store manager Pan Wei choked.
On August 24th, with the decline of the six-bar flag outside the store, it meant that the first IKEA store in Guangzhou, the Yijia East Station, officially closed.
However, the old store is closed and the new store is seamlessly relayed.
Yijia East Station Mall Closing
The reporter learned that the relocation was at No. 663 East of Huangpu Avenue, Tianhe, Guangzhou (direct to Sanxi Station of Metro Line 5), and the IKEA Xintianhe Shopping Mall will be officially opened on August 28.
The new IKEA store, with a larger area and more categories, also brought the country’s first IKEA cafe, 45 booth designs that summed up the needs of people in Guangzhou, 2/3 larger than the original Malan Children’s Paradise… With the Winners Network lens, 90 seconds, take you to explore the IKEA Xintianhe Shopping Mall in advance.
IKEA Xintianhe Mall opened on August 28
Six keywords, explore IKEA Xintianhe Shopping Mall
Space upgrade
Get out of Exit B of Sanxi Subway Station, yellow lettering, classic IKEA recruitThe card is printed in the field of view. The new IKEA shopping mall has a space of 21,000 m2, creating a space for two-story shopping. is more than 5000m2 than the original East Station store, and the space scale is more spacious and translucent.
The first floor is mainly the household goods area, home self-raising area, children’s park, Café & Bar, whole house custom design center, Swedish food house & snack area.
The second floor is the home area and IKEA restaurant.
In addition to the more prominent signs, the IKEA Xintianhe Mall also uses a number of floor-to-ceiling façades to give passers-by a more intuitive view of the store’s merchandise display and the country’s first IKEA cafe.
category
The expansion of the full space means that the category is more complete.
The new mall will be available for sale at IKEASeries Nearly 9,000 furniture and home furnishing products , package including cabinets, shoe cabinets, sofas , carpets, textiles to a variety of household lamps, pots and pans and other kitchen utensils, the category of the East Station shopping mall increased by 2000-3000, covering all aspects of people’s lives.
The reporter also noticed that the IKEA Xintianhe Shopping Mall has added a lot of “electronic screen” small design, which can be used as a product-assisted description, as well as a price self-service inquiry machine.
Another big innovation is that IKEA has added custom design centers , for multiple product combinations in electronic cabinets, cabinets, wardrobes, etc. The effect is for the consumer’s reference choice.
The whole-house design center located next to the first-floor café arranges one-on-one communication between professional designers and consumers to understand the consumer’s living conditions and home improvement needs, and to provide a full-fledged, comfortable and livable house. Soft design solution.
Business Innovation
To say the most prominent highlights of IKEA Xintianhe Mall, IKEA Café has to be mentioned.
ThisYesThe first landing attempt of IKEA to test the water industry , According to the person in charge, there are statistics, Sweden People are ranked in the top five in the world in terms of coffee consumption. Coffee is an indispensable part of the life of many Swedes. “We are committed to bringing Swedish coffee culture and lifestyle to China.”
The reporter also noticed at the scene that the IKEA cafe is located on the first floor of IKEA. It has a facade with floor-to-ceiling glass windows along the street. It is very conspicuous. The whole space continues the simple Nordic style of IKEA. It is decorated with a large number of wood and green plants. Offering Swedish-style pastries and drinks, you can also purchase IKEA-owned coffee appliances and innovate the way you experience home shopping.
“It takes about 1-2 hours for consumers to visit IKEA. IKEA Cafe hopes to provide consumers with a little more relaxing space,” said IKEA.
“Furniture can be removed, ice cream please stay.”
In early July, the IKEA East Station store reported that “moving” news, many consumers left the above ridicule on the social platform; and IKEA financial report data also showed that IKEA China’s revenue reached 14.7 billion in 2018 Yuan, of which catering probably contributed 10%, which shows the “position” of IKEA restaurants in people’s minds.
Therefore, the newly relocated Ikea Tianhe Shopping Center has spent a lot of energy on the restaurant space planning: on the one hand, the dining space has added many Nordic style designs, floor-to-ceiling windows, green garden dining areas, etc. ; The number of seats in the restaurant has also increased to 540, which is about 3 times more than the original East Station.
In addition to the IKEA BISTRO snack area, new products have been added.: Hot pot skewers.
Understanding Guangzhou, it is the key word of IKEA booth.
“Storage and storage, living with children, living in small spaces…” Through home visits, research and other forms, IKEA summed up the characteristics and confusion of Guangzhou citizens’ lives, and created 45 booths , which are closer to the lives of Guangzhou residents, including the bedroom, kitchen, bathroom, etc., bring new inspiration to the residents of Guangzhou.
About IKEA new store, you may want to know…
Talk about site selection
Reporter: From the crowded Guangzhou East Railway Station business district, the relocation of the site slightly deviated from Sanxi in the city center, why did IKEA move? What are the considerations for this site?
IKEA:Into 14 years in Guangzhou, we are constantly looking for an environment that enhances the consumer shopping experience. The limit of the site of Guangzhou East Railway Station is alsoIt is relatively clear, which fails to bring consumers a particularly comfortable shopping experience; while Sanxi is located in the eastern part of Tianhe, close to the city center, with convenient transportation, we are optimistic about the long-term development of this area, and believe that it will become A new business district with good potential. For these reasons, we chose to start a new journey for IKEA here.
Talking about business competition
Reporter: Sanxi Commercial Circle was originally a gathering place for home furnishing professions. Home furnishing giants such as Red Star Macalline and other home giants have been opened one after another. In addition, many emerging home brand collection stores are also emerging. How does IKEA view competition in the business circle? relationship? How to improve core competitiveness?
IKEA: Home furnishing giants gather, which also illustrates the huge potential of the Guangzhou home market, which also means the pursuit of life upgrades. From the perspective of IKEA, this helps to enrich the consumer’s home selection needs, and also allows us to better discover the real life needs of consumers and enhance our services.
The competitiveness of IKEA is reflected in our need to closely follow consumers’ needs. For example, if we land in Guangzhou, we will spend a lot of time doing research on Guangzhou’s home life. The real story creates some of the home showrooms that have emerged, bringing nearly 10,000 series of products to provide consumers with home life solutions.
Talk to IKEA Cafe
Reporter:Will the future IKEA cafe replicate in other malls?
IKEA:Ikea Cafe is our combination of home and coffeeA try, we will summarize the next market performance and business experience of the cafe. But it will take a while, if it performs well, it will be promoted next.