IKEA in innovation.

Editor’s note: This article is from WeChat public account Winners Network (ID: winshang) author: win business network.

IKEA has also sneaked into the dining circle to “grab the rice bowl”!

Speaking of IKEA, many people ridiculed it as a “restaurant” that was delayed by the home, and the most “no business” company. Recently, IKEA has a lot of movements in China. After the café, IKEA has launched a cross-border “temptation” – a baking workshop. I heard that there will be a “hotel” at the end of September.

The IKEA, which is becoming more and more trendy, has “played” tricks to attract young people? What strategies have it revealed in the Chinese market?

01China’s first IKEA baking workshop

Envelope tea for contract customers

On September 10th, the first “IKEA Baking Workshop” was officially settled in IKEA Shanghai Xuhui Shopping Mall, which was transformed from a restaurant and cafe on the first floor to serve coffee and desserts. I used to be able to pick up the IKEA in the food industry.

In addition, the store uses a one-click scan code order, and the mobile phone pays for the meal, which is very convenient.

✦颜值在线, IKEA has another photo taking place

The baking workshop was opened on the first floor of the Xuhui IKEA. Once you came in, it was easy to find and arranged a proper “C position”. The design of the facade is also the IKEA simple style that we are familiar with, with wood grain elements and green plant decoration, which is eye-catching and gives people a great sense of comfort.

Like the traditional coffee shop, the IKEA bake workshop uses an open bar, where guests can see the process of coffee brewing.

The neatly placed packaging box on the bar can be seen with the Swedish character “Dalama”, and the coffee is a cute “Trojan Cup”. It is very stylish and full of fashion. Feeling, visual inspection will become a new “artifact” for the tide people!

Of course, IKEA still does not “forget about” its main business. In the baking workshop, you can see many cups, coffee pots and swinging discs on the shelf.

China's first

Image Source: IKEA

It’s sweet to greasy afternoon tea, less thanThe cost of a cup of milk tea

Bakery workshops can choose from 6 coffees and 1 hot drink, basic coffee, latte and other basic models, and the price is very affordable, you can drink a big cup in about 20 pieces.

In particular, you can also drink foreign super-heated nitrogen coffee, with a dense bubble that looks a bit like beer.

In addition to coffee, IKEA Bakery has a variety of desserts such as tiramisu, cream cake, mango layer, cheesecake and more. More than ten pieces of dessert, the cost is lower than a cup of milk tea! About an afternoon tea at IKEA, both delicious and cheap. In addition, the IKEA baking workshop also provides a light salad for some health care people.

02Home Furnishings “No Business”

Open hotels, cafes, and various types of stores

In fact, in addition to the above-mentioned baking workshops, IKEA has a lot of cross-border business of “doing no business”.

  • The model room becomes a “hotel”

The model room is not enough for IKEA to “play”, this time simply do a free test sleep hotel! Starting from the end of September this year, IKEA is about to open a flash hotel IKEA pop-up hotel in Taiwan. It is reported that this “hotel” will be opened in Taipei from September 25th to November 30th. The booking of the experience.

For different home experiences, IKEA pop-up hotel skillfully combines different furniture to design 9 different styles of rooms, designed for single people, newlyweds, a custom-made room type, and alternative The collector’s style room and the pet-feeding main room.

In fact, this is not the first time that IKEA has tried the concept of “hotel”. As early as 2014, IKEA and Marriott International have created a brand new hotel brand Moxy. The style of the young trend, the cafe, and the bar are very interesting.

The first IKEA cafe in the country

In August of this year, the first IKEA cafe in the country was unveiled at the IKEA Xintianhe Shopping Mall in Guangzhou. This is the first time that IKEA has tested the water business. Located on the first floor of IKEA, the café continues the IKEA minimalist Nordic style, offering Swedish specialities of pastries and drinks, as well as the purchase of IKEA-owned coffee appliances, which innovate the way home shopping experiences.

“It takes about 1-2 hours for consumers to visit IKEA. IKEA Cafe hopes to provide consumers with a little more relaxing space,” IKEA said.

In addition to cross-border testing of various formats, IKEA has opened various types of stores in order to break everyone’s stereotypes.

  • The first “100-yuan store” in IKEA

In mid-December 2018, IKEA opened the world’s first IKEA Hundred Dollar store in Taipei. At the end of December, IKEA opened a second hundred-yuan store next to the Fengjia Night Market in Taichung.

It is understood that the two hundred yuan stores in Taiwan are flash shops. Unlike the general IKEA stores, the hundred yuan stores are all lightweight, and the products sold in the stores are ignored in general stores. Small commodities are basically priced below NT$100 (about RMB 22). In addition, there is no food area in the hundred yuan store.

  • The smallest store in IKEA

In May of this year, IKEA opened its first “Home Planning Studios” in Sydney, which has a store size of less than 100m2 and is the world’s smallest store. There is no warehouse in the store. In addition to providing the required goods, there will be professional designers to provide customers with home renovation plans. The self-service system in the store is also available for customers to browse and order online shopping.

In addition, according to IKEA Australia regional manager Gadeberg, in the future, IKEA will launch some warehouses with an area of ​​about 5,000m2 in the inner city of Australia, which is about one-third of the size of large-scale stores.

It is reported that this is not the first time that IKEA has opened a small store. It has already opened a small “city center store” in London and New York. The official name is “Ikea Planning Studio” (IKEA Planning Studio), which is small in size. One-to-one service is available, and the products on display are mainly kitchen and bedroom products. According to IKEA’s plan, there will be 30 such small city centre stores in the next three years.

  • IKEA Pickup Order Center

In 2017, IKEA opened its first pick-up ordering center (PUP store) in Wenzhou, which has a smaller area and fewer categories. It can get a rental discount through the shopping mall, and it doesn’t need to be like a mall. Buying land is self-built, so the cost of opening a store is smaller and the speed is faster.

The IKEA PUP store takes “offline orders, offline pick-ups or home delivery.” Consumers can first select items on the IKEA official website or APP with their member accounts, but the “order” must be entered into the PUP store to enter the order into the IKEA back-end distribution system.

  • The first experience center in IKEA

In March 2017, IKEA opened the “Japan’s second picking and ordering center” (PUP store) in Beijing. November 2018Beijing remodeled on the basis of the PUP store and opened the first experience center in IKEA. After the renovation, the store area increased by 50% to 1900 square meters, divided into 7 areas, in addition to the four major scene experience areas, also added tableware and food areas, children’s playgrounds and home design experience center. The number of on-site merchandise has increased from more than 2,000 to 3,000, with small items increasing from 250 to 600.

It is worth mentioning that the experience center also stripped out the warehousing that PUP had before. Some goods cannot be picked up, and the purchased goods will be shipped from the central distribution center and delivered to the door through third-party logistics. This shows that the “experience” provided by the experience center refers to the convenience, fluency and community relevance of the shopping experience.

From the changes in the type of IKEA store, it can be seen that IKEA’s business focus is no longer limited to the provision of goods, but the service experience has become more and more important.

03IKEA has finally changed in China

Disclosure of the major directions of future development

China has always been one of the most important “battlefields” for IKEA’s future development. However, IKEA, which has been in China for 21 years, has been playing a conservative safety card and its development speed is relatively slow. IKEA China official website shows that IKEA currently has 28 home shopping malls across the country, another one in Wenzhou, and one in Beijing.

But in today’s fast-growing market, such a conservative strategy seems to be less applicable in China, which has led to the bottleneck of the development of this home giant in China. However, a series of new moves and new plans from IKEA recently seem to reveal its determination to change:

  • On August 19th, IKEA announced the official establishment of Ikea Home Smart, a smart home business unit, and said it will “invest in the smart home sector”;

  • Before the end of this year, IKEA will open four new malls in Guangzhou, Zhengzhou, Guiyang and Changsha;

  • The first small shopping mall in China will be located in Guohua Plaza, Yangpu District, Shanghai, with a total area of ​​over 8,500 square meters. It is expected to open before the Spring Festival in 2020;

  • In fiscal year 2020, IKEA will invest 10 billion yuan in the Chinese market, and will also lay out more third- and fourth-tier cities.

It can be seen that there are several major directions for the development of IKEA in China in the future:

  • Accelerate the store opening plan, go to the city to open a small shop, enter the shopping center to grab the flow;

  • Sinking the third and fourth line markets,Deploy more stores in third- and fourth-tier cities and open up new “battlefields”;

  • Into the smart home market.

The market is changing, forcing the brand to not change, even the IKEA of the home giant is no exception. In the future, what innovations and reforms will be made in the development of IKEA in China, we will continue to pay attention.