Recently, IKEA China held a corporate strategy conference in Beijing, announcing its commitment to promoting IKEA China’s “Future+” development strategy for the next three years. It is understood that IKEA will start testing the water to customize the home next month, providing full house design services, and will open a small store closer to consumers this year.

2020 fiscal year will invest 10 billion yuan in China

At the meeting, IKEA revealed that the total investment in 2020 fiscal year is expected to exceed 10 billion yuan, which will become the largest annual investment in IKEA’s history in China. The investment will be used for talent introduction, channel construction, online shopping malls, etc. The amount of investment will continue to increase.

Today, as the market environment continues to change, IKEA is exploring a model that is suitable for the Chinese market. Anna Pawlak-Kuliga, President of IKEA China, said: “China’s home furnishing market is currently in a period of steady growth. With the deepening of urbanization, digital development is rapid and per capita disposable income is increasing, changing people’s lives and consumption patterns. “.

In order to adapt to market changes, IKEA established a new department on July 8, 2019, the IKEA China Digital Innovation Center, which will enhance IKEA’s overall digital capabilities.

Opening a small store close to consumer demand

In terms of channels, IKEA will develop and integrate new online and offline channels. Therefore, IKEA will upgrade its existing shopping malls in an all-round way. The first upgrade in the world is Shanghai Xuhui Shopping Mall; in addition, it will continue to expand the coverage of online and offline channels.

In addition, IKEA intends to open small shopping malls closer to consumers, while the first small shopping mall is located at Shanghai Guohua Plaza, with an area of 8,500 square meters. It is planned to open before the 2020 Spring Festival. According to IKEA, the size of the store is not the focus. It will consider the consumer’s work location, shopping methods and living conditions. Combine the above to choose a suitable location, and then consider the appropriate size.

Push the “full house design” test water custom home

In addition to new channels, in order to further promote the development of domestic business, IKEA will also “test the water” to customize the home. It is reported that IKEA started the pilot project from the bedroom and the kitchen, and launched the “full house design” business from September. This is the only overseas product design and development center outside of Sweden.

With the concept of “Creating in China, China, and China”, we will develop products and promote and lead IKEA’s product development on a global scale. Upgrade the business to the public, and cooperate with commercial real estate companies to create a well-decorated and long-rent apartment for the package.