What's wrong with IKEA?Three months closing shops!Once people in Shanghai love to go shopping, buy furniture and eat Nordic meatballs, but now ...

How long have you not gone to IKEA?

When buying a house, you need to shake the number to determine the order of the purchase order. When you finally "shake" to a better new house, if you want to move, will you put the "IKEA" that was placed in the rental house that year. On the second -hand goods trading platform, the "processing price" of 50 yuan, 100 yuan, and even "free delivery", as long as the buyer can come to the door to pull your "IKEA" away?

Yes, 20 years ago, when you just had a decent occupation and a "small nest", you would be the first choice of IKEA like your peers. So that when the little friends visited the new home together, they would point to "IKEA" and said, "I bought this too!" And when you 20 years later, you finally have a better new house. "IKEA" is a youth as a period of youth. Memory can only be left behind ...

What happened to IKEA in three months?

In China's retail market, IKEA is also staged a farewell:

At first it was in Guiyang. On April 1, 2022, IKEA announced that Guiyang offline stores were closed. Three months later, IKEA China announced the closure of Shanghai Yangpu Store.

Close the two stores in a short time, what happened to IKEA?

In 1998, IKEA entered the Chinese market. The first shop was in Shanghai Xujiahui. At that time, the domestic counterparts were mainly based on the "greenhouse" market format. Buy furniture to Lingfangyuan, Sixteen Shop, lamps to Liulin Road, buy building materials to Yishan Road ... With IKEA, furniture home is not only one -stop, but also a Nordic meatballs at the end of shopping. The huge underground parking garage can make you have no concerns of sun and rain.

For Shanghai young people who are the best to accept new things, IKEA does not only mean convenient, but also fashion. Of course, compared with traditional furniture cities, lamps, and building materials cities, IKEA is "small" and cannot be bargained.

From 2000 to 2005, IKEA began to cut prices and took the most critical step in localization. The price reduction rate of Shanghai IKEA products even reached 46%. Soon, IKEA, with high quality and moderate price, began to be accepted by the people.

In 2000, the second IKEA "Blue Box" settled in Beijing. In about 20 years, IKEA began to expand rapidly, covering 28 cities in China ... In those years, what extent can IKEA be hot in the Chinese market? A real estate agency who has been in the industry for more than 20 years said that at that time, if the house was decorated with the Nordic style and the "IKEA" was configured, the rent price would be at least 20 % higher than similar houses.

Twenty years later. IKEA began to slowly show "fatigue".

The first is the price increase. The products are mostly concentrated in popular styles and products such as the Malm bucket cabinet, kitchen consumables, ranging from 200 yuan to 500 yuan. Take Songye Sander as an example. A few months ago, the price was 1299 yuan, and the price increased to 1799 yuan, plus the price of shipping was nearly 2,000 yuan.

On social media, the vomiting of "IKEA is expensive" is everywhere. IKEA attributed it to the uncertain factors brought by the epidemic: "Affected by the epidemic, the rise in raw materials and transportation costs has led to different adjustments to adjust the price."

The second is the transformation of official announcements. In 2019, IKEA China announced that the "Future+" local development strategy was launched. Specific measures include upgrading existing malls; exploring different stores such as small stores and urban stores; continuing to expand the coverage of offline and online channels; use digital tools to create a better offline and online shopping experience; launch for consumption for consumption The "whole house design" service and upgrade to public business.

In the second half of last year, IKEA Xujiahui Store was renovated and made a new appearance.

As a result, in March 2020, IKEA tried to test the small format in Shanghai in Shanghai, and rented 8,500 square meters on the first and second floors of Guohua Plaza in Yangpu District to open the "first store" of the IKEA small format in China. At the same time, IKEA, who has been in service for 15 years, started in April 2021. It opened for nearly half a year of closed store decoration. The purpose was to improve the "experience economic value" of the mall and pulled the mainstream consumers of generations from online Offline.

At that time, the epidemic had erupted around the world. These transformation measures of IKEA can be considered the initiative of the commercial "veteran". However, what IKEA does not know is that, according to data from the National Bureau of Statistics, as of December 2021, the cumulative transaction area of ​​Guiyang property market has fallen for 7 consecutive months. Houses are slow -moving, which means that the corresponding home products are no longer favored.

The secret of success: "Big Box"+"Self -Holding Property"

Since the reform and opening up, China's business has been used for 40 years, and has only completed the road of 100 years or even 200 years in Western developed countries. In 40 years, compared with the "brain activity" of local retail companies, some aspects of the foreign retail industry appear to be a bit "Mu Na": for example, the Summ member store under the top 500 of the world's top 500 is the first store in Shanghai -2010 -2010 Nine years after the opening of the Pudong Gaoke West Road Store, it was not until June 28, 2019 that the second store -Sam Zhaoxiang Store was opened. Enterprises believe that the consumption power of Shanghai people at that time was still different from developed countries.

Sam also has a very high demand for the property. Although it is a lease, the owners must build it in accordance with Sam's "specifications". How many layers and how many parking spaces are not bad. The reporter learned in private that there were many districts holding ready -made properties and promised discounts. Please see Sam to see it, but because it does not meet the "specifications", of course, the result is of course futile.

For another example, as we all know, franchise franchisees are the only way for chain companies to grow quickly. If you do n’t vote, you can use the brand to use it, and you can take the profit profit. Is it not fragrant? When Kenye, McDonald's and other fast -food foods have a thick "franchise manual" when they are developing: even though you have money, golden shops, and connections ... These conditions are also placed behind. "Agree with corporate values." Xuanbu Xuan? It's really a bit. The reporter heard such a story: a foreign fast food franchise store in a non -first -tier city, when the franchisee found that the franchiseer had taken the fried chicken for several hours and returned to the furnace to sell it, decisively made a decision to terminate the joining decision. Even if they face complicated civil lawsuits in the future, the franchisee is at the expense of it. The IKEA Yangpu store encountered Waterloo, which was precisely when transformation, and no longer abide by the "dogma" at the beginning of its founding - "big box"+"self -holding property". "After being upgraded, the closed Shanghai Yangpu Store was not satisfactory." IKEA China had issued a public statement to the media.

In the minds of consumers, IKEA's "human settings" is "the future of the future" -lying down its bed, sitting sitting on its sofa, and posing in front of the writing desk a Pose who loves to learn and think about ... IKEA Bringing to customers, especially young people who have never had a decent "small nest" for the future, but in Yangpu store, 8,500 square meters of area, large -piece goods and complete furniture cannot be paid, it is difficult to buy.

A customer who had been shopping in Yangpu Store spit out to reporters: To buy large -scale goods in Yangpu Store, he needs to deliver goods from other areas and pay freight.

The "small format" of IKEA folding halberds is not difficult to associate with the "Waterloo" of other well -known chain companies in recent years. The results of the purchase of the halberd Suning shop, the results are not good.

A senior person in the industry told reporters that although small formats have the advantages of low rent expenditure, it has higher requirements for selected products, and at the same time, the distribution frequency is higher than that of large stores, which means that the logistics response is faster, and even even To build a different logistics system ... "Big Box" is the "ancestor" gene of IKEA. It is a novice on IKEA. In the end, IKEA can only pay tuition fees.

"Self -held property" is the second magic weapon for the steady development since IKEA's advent. After the opening of Yangpu in March 2020, the epidemic was repeated. Originally, the new store needs to be "raised", but the normal passenger flow was affected, and the rent cost was rigid. Who can stand it?

And if it is a self -holding property, the situation is different. After the epidemic in this round, IKEA's three large stores in Shanghai are slowly recovering, which is related to them. As we all know, IKEA's parent company is called Ingka Group. Ingka Group has three major sections: IKEA Retail, Ingka Shopping Center, and Ingka. The Ing Card Shopping Center is a global shopping center development and operation management company with a history of more than 40 years. Ingka Shopping Center currently operates 47 shopping malls in 16 countries, receiving and serving more than 370 million visitors each year, and cooperation with 1,600 business brands.

In 2009, the Ingka Shopping Center officially entered the Chinese market. At present, the Ing Card Shopping Center operates 7 gathers Livat in China, which are located in Wuxi, Beijing, Wuhan, Fuzhou, Changsha, Nanning and Kunming. The total investment of 7 projects exceeded 17 billion yuan, bringing a total leased area of ​​nearly 670,000 square meters. The three projects under construction are located in Shanghai, Xi'an, and Hefei. In the Ing Card Shopping Center, IKEA is its main store.

The Ingka Shopping Center in Kunming. (Source: Corporate Officer)

Perhaps with the lesson of Yangpu store, from the next development plan of IKEA China in Shanghai, its own property will still be its "main tone": on January 13, 2022, developed by the Ing Card Shopping Center developed The construction of the Shanghai Huiju Livat Complex project held a tower steel structure cap. The total investment of the project is 8 billion yuan, located in the area of ​​Changning, with a total volume of more than 430,000 square meters. It contains Shanghai Huiju Livat, IKEA and Huiju office building. Among them, the commercial retail area is about 120,000 square meters. In addition to the main tenant IKEA, it will also introduce more than 300 brand tenants; the area of ​​the office building will reach 65,000 square meters; the overall supporting parking space of the project will reach 2,500.

In fact, this business model has also been played by McDonald's as a textbook -like classic. McDonald's is a fast food restaurant? No, McDonald's is a commercial real estate business. The McDonald's headquarters is basically not specific to operate fast food business, which is a matter of the little bosses that are included in the McDonald's system in a franchise. More things that McDonald's headquarters is to think about which location is the most prosperous place in the future. After the demonstration is completed, buy the land -looking plot and build a fast food restaurant, and then find a partner for franchise, rent the fast food restaurant to them, and charge them for leases of franchisees and this commercial land.

这一模式的奥妙在于，品牌零售企业与商业地产的大房东是一家人，大房东在开发自有物业时，它把旗下的知名品牌零售企业作为有号召力的“旗舰”——主力店， Subsequently, it rented the remaining commercial real estate to the "fleet" -the surrounding shops. Well -known brand retail companies bear relatively low rent, while peripheral tenants bear relatively high rent. In the end, the big landlord can obtain not only the commercial profit of the main store, but also to get the rental income of the peripheral tenants ... IKEA appeared at the 4th Expo.

Of course, fortunately, IKEA's important wings of "transformation" -the pace of digital transformation is quite stable. IKEA China said that their service groups in China have expanded from 100 million to about 1 billion, and they are gradually transforming from the current payment self -mentioned model to omni -channel retail companies. In fiscal year in 2021, the online sales of IKEA increased by 74 % year -on -year, and the visits of IKEA's own online channels in the Chinese market have reached 230 million times.

Under the normalization of the epidemic prevention and control, whether it is initiative or forced, physical business has to surrender a transformation of "homework". Keeping the initial rotation, or to turn around, IKEA's "blue box" can be more or less inspiration.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Wu Weiqun

WeChat editor: Miss Pi

School counterpart: Jia Simin

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