IKEA had them at "I do" ?
Recently
some online newspapers had a field day publishing articles about
how some people of China
中
国 zhōng
guó behaved in IKEA 宜家yí jiā.
For example, the Chinese shoppers were reported to have sat back,
snuggled and slept in the furniture stores. (The article found in
the link
HERE is
just one of the many examples.)
Interestingly, if one had taken the initiative to Google and learn about the strategies that IKEA had adopted, I would say that the ones who laughs best (and last) would be IKEA themselves. For IKEA, China is now its "fastest growing market followed by Russia". In addition, to further quote Nicole Webb in her article, "Why Sleeping in Ikea Is Perfectly Acceptable, in China" (link HERE) :
"Ikea clearly knows which side its bread’s buttered on and power napping remains part and parcel of the China Ikea experience."
Nicole's article, in my humble opinion, is intelligent writing born out of observation by being personally in China 中 国 zhōng guó.)
What clever marketing adoption strategies I have learnt from this episode of China-bashing. The Swedish company knew that they are operating in a fast growing, smart and innovative market. And they knew how to turn the idiosyncrasies of a culture into profit (here's the link to a report regarding IKEA's profit in 2016 http://www.cityam.com/255186/ikea-reports-global-profit-up-20-per-cent-2016-growth-china).
As a final note, not only had IKEA stores turned into furniture theme parks, some of their showrooms had become places for couples to get married!
Who would make greater customers for IKEA than newly married couples?
I would humbly argue that IKEA had them at "I do".
For more Musings of the Developer, click / touch HERE.
Interestingly, if one had taken the initiative to Google and learn about the strategies that IKEA had adopted, I would say that the ones who laughs best (and last) would be IKEA themselves. For IKEA, China is now its "fastest growing market followed by Russia". In addition, to further quote Nicole Webb in her article, "Why Sleeping in Ikea Is Perfectly Acceptable, in China" (link HERE) :
"Ikea clearly knows which side its bread’s buttered on and power napping remains part and parcel of the China Ikea experience."
Nicole's article, in my humble opinion, is intelligent writing born out of observation by being personally in China 中 国 zhōng guó.)
What clever marketing adoption strategies I have learnt from this episode of China-bashing. The Swedish company knew that they are operating in a fast growing, smart and innovative market. And they knew how to turn the idiosyncrasies of a culture into profit (here's the link to a report regarding IKEA's profit in 2016 http://www.cityam.com/255186/ikea-reports-global-profit-up-20-per-cent-2016-growth-china).
As a final note, not only had IKEA stores turned into furniture theme parks, some of their showrooms had become places for couples to get married!
Who would make greater customers for IKEA than newly married couples?
I would humbly argue that IKEA had them at "I do".
For more Musings of the Developer, click / touch HERE.
