Zhu Changlai, president of IKEA China Retail Business, announced that the Yijia Xihongmen Shopping Mall officially opened on November 7. This is the second store of IKEA in Beijing and the 14th mall opened by IKEA in China. Adjusting the details to make it easy to experience IKEA Xihongmen Shopping Mall is located in Xihongmen Commercial Complex, Daxing District. Yijia Xihongmen Shopping Mall will bring a new home shopping experience to local residents. In order to be more grounded, the store also made some detail adjustments for the habits of South City consumers. Yesterday, the reporter took the subway line 4 and went out to Xihongmen Station, and saw the “blue box†of IKEA. According to the store manager Fan Dike, the IKEA Xihongmen store has two floors, with a business area of ​​50,811 square meters, and has 60 different styles of home showrooms with a total of more than 9,000 products. Here, booths, large pieces of furniture and small pieces of household products are placed on the same floor, which greatly facilitates the consumer's experience and purchase. It is especially worth mentioning that the Yijia Xihongmen Shopping Mall has 1,750 free parking spaces, and the IKEA-style Swedish restaurant has 834 seats. In addition, there is the Smaran Children's Park, which can help to look after the children temporarily. The IKEA Xihongmen store focuses on low-priced cards and pro-people cards – for example, from the 7th to the 24th, more than 100 kinds of special offers for sale, etc. In this regard, Van Dick's explanation is: "We hope to attract more consumers to patronize and experience by providing more family-friendly products and services." ■High-level interview 2016 IKEA power supplier Yesterday, the reporter interviewed IKEA China Retail Zhu Changlai, the president of the business, said that the IKEA Group is very optimistic about the Chinese market and the overall speed of development. As an established strategy, IKEA China will add three new stores each year, and the location of the first, second and third tier markets is also in full swing. Reporter: From the appearance, IKEA is “there are more people to shop, fewer people to buy. There are more people buying small pieces and fewer people buying big ones.†Therefore, many people do not believe in IKEA profits. What do you think of this? Zhu Changlai: Many Chinese stores value single-time customer value, but IKEA is more concerned with the long-term relationship with customers. As long as you come, we have the opportunity. Through continuous contact, experience, and trial use, the repeated purchase rate of IKEA products is high. In the end, these will be reflected in the data - in fiscal 2013, IKEA China's sales increased by 17% year-on-year. Reporter: IKEA is to attract and be close to consumers by experience. It is also because of this openness that products are easily counterfeited, and even many people openly sell the IKEA banner. What is your opinion on this issue? Zhu Changlai: It is true that this phenomenon exists. We have a special legal department. If some counterfeiting is too much, we will solve it through legal channels. However, a product shape can be imitated, but IKEA's core service and spirit can't be copied. Reporter: IKEA has a very stable and unified price system, which is a problem that many home enterprises can't do with e-commerce. But why is IKEA not delaying online sales? Zhu Changlai: You may say that we are too slow, and we are still not mature. However, we can disclose that we have determined that in 2016, the e-commerce business will be officially launched.
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