宜家:不宜中国家?

IKEA:not Suitable for China

通过在中国十几年的耕耘,宜家所倡导的北欧简约主义风格已经为不少中国白领消费者所接受,甚至成为其生活方式的一部分。

Behind the bustling crowds at IKEA,there is such an awkward situation:customers yearn for IKEA and are occasionally proud of gain a novel designs,but there is not large-scale purchase;they are more willing to enjoy the IKEA creative style and atmosphere,but do not buy the product. According to statistics,the Chinese young white-collar stuffs whose monthly income is more than 3,350 Yuan and are younger than 35 years old,are the major component of IKEA customers.Even the main consumers do not intend to give a'massive'procurement in the IKEA stores,but only select a commodity to decorate,which affects IKEA's profits in China in recent years. To the end,IKEA constantly adjusts pricing strategies and the objective customers,IKEA's commodity prices has been declining, and some commodities are cut down to half price.IKEA's price reduction has been accumulated to 31%over the past three years.The most recent price cuts are in September 1,2009. The price of IKEA's core products are cut down from 20%to 30%.It was the largest price cuts of IKEA products in the five years.