IKEA Tells You That The Physical Store Is Still Very Market.

Under the impact of the electricity supplier, there has been endless rumor in the past few days.

But IKEA electricity providers only generate shopping lists, but they can't buy them.

This approach makes people wonder what they really want to do. IKEA announced in 2015 that its total sales amounted to 31 billion 900 million euros in the current fiscal year, an increase of 11.2%.

On the Chinese side, less than two years after the creation of famous and excellent products, the turnover has exceeded 5 billion.

According to statistics, IKEA currently has 361 stores in 50 countries and has 821 million visitors per year. Last year, IKEA.Com attracted 1 billion 600 million consumers.

The 11.2% part of last year's sales growth is the main contribution of the new store combined with the function of the electricity supplier.

The pformation of the entity store is focused on the "entity store +", not the "Internet +".

"Entity store +" emphasizes the integration of Internet elements to promote the development of stores based on the operation of physical stores, rather than to meet the needs of the outside world to pform blindly.

Compared with the Internet +, "entity store +", there is a physical store as a foundation, a lot of heavy sense, the follow-up force is more powerful.

Let's see how IKEA does it. I hope you can enlighten us.

IKEA online providers only play a promotional role and do not make deals.

Through the establishment of a powerful self media matrix, including information perfect, official website and so on, the online shopping mall and APP are developed. Users can quickly retrieve the desired items, see products, read information, look at inventory, create shopping lists, but they just can't buy them.

Shopping list is convenient for users to find goods in the store by information guidance.

In the fierce electricity business environment, considering customers browsing IKEA pages on Web pages, they often sell three goods.

After seeing the same paragraph, the price is lower than IKEA does not rule out the purchase order.

It is better to do business than to make clothes for others.

IKEA does not do online pactions, "high cold" behind the precise positioning of the brand.

Now many stores have realized the importance of opening up online channels, but there is no analysis. In fact, who has lost their lives and the money has been burned up.

So, store

We must be clear about our position and define our goals. We must not be impetuous and follow suit.

IKEA has three big treasure: Swiss meatballs, ice cream, free refills.

In IKEA restaurant, a few yuan snacks can be found everywhere, so that the 6 yuan will continue to drink, so that consumers will have the illusion that the more they eat, the more they earn.

Will they lose money? In the 2015 fiscal year, IKEA's Chinese restaurant sales amounted to 1 billion yuan, equivalent to 1/10 of its total sales in China.

When consumers are still worried about goodness

When it loses money, it has already consumed higher priced furniture.

Complementary advantages of furniture and catering and selling furniture products with food are among the highlights of IKEA's marketing.

The Swedish restaurant solves the embarrassment of customers leaving the restaurant. Customers can stay in IKEA for a whole day. The longer they stay, the easier it is to produce "relationship". The higher the conversion rate is.

For the physical store, it is successful for the consumer to make a profit. If consumers are "heartache" to leave, then do not expect to have two consumption.

The "10 yuan shop" is so popular that customers feel that they are making money.

IKEA is known for its global experience in selling experiential services of "life philosophy".

It uses creativity and

The feeling of the creator makes the consumers moved again and again in the artistic atmosphere.

We all say that it sells not furniture but living space.

When the user has no idea what type of furniture to buy, IKEA tells you what to do through real life space.

Who doesn't want to look at the real scene of the house that is decorated? IKEA directly cuts out the living space and tells the user that it touches the users and helps the users find their own needs.

The sense of spatial experience is a must to be emphasized in the pformation of a physical store. In order to let consumers remember you, you must have a unique sense of experience in the homogenization of the "store side".

At present, the KK shop, which is well done in the physical store, adopts the mode of "front shop and back hall", and integrates the book bar, the coffee and the salon as the main body.

For most of the physical stores, online and meticulous competition in the electricity supplier is weak. The biggest drawback on the Internet is to weaken the marketing mode of its scenes, and fight the price with its peers.

So IKEA simply did propaganda instead of trading.

For the furniture industry with keen competition, the quality of IKEA is not necessarily the best, and the price is not necessarily the lowest.

But it will make scene marketing the best.

IKEA's living space, creative design and product story are constantly pleasing to customers, winning a good reputation for IKEA.

Word of mouth marketing brings new customers to experience, and new customers will become the second wave word-of-mouth communicators.

Such a virtuous circle is the key to the operation of all physical stores.