IKEA: Multi Party To Speed Up Brand Development

As a giant in the global home industry, IKEA has been "robust" in its store expansion since its entry into China in 1998, even known as "snail speed" by the outside world. In recent years, IKEA has begun to "accelerate" the target in the second tier cities, IKEA Qingdao project has long been put on the agenda. However, according to reporters, Qingdao project, which has completed the site selection and planning procedures, is now stagnant.

In fact, for IKEA, who insists on land acquisition and self building rather than property leasing, the preparation period for building stores is obviously relatively long. Zhu Changlai, President of IKEA retail business in China, said, "IKEA is very strict in locating new stores. Now it buys land on its own and builds it on its own." This undoubtedly increases the difficulty of new stores.

As a high-profile home industry giant, IKEA's role in promoting the surrounding economy can not be overlooked. In recent years, the relevant departments in Ji'nan have also had more contact with IKEA.

In 2012, the Ji'nan Municipal Bureau of Commerce disclosed that the city intends to introduce IKEA. Last July, IKEA The representative visited the Ji'nan Municipal Bureau of Commerce and exchanged views on investment in Ji'nan. The Bureau said it would cooperate fully with IKEA's inspection and information collection in Ji'nan.

According to the news of the government website of Huaiyin District, in November last year, the district and Ji'nan Xicheng group held a docking meeting on key projects. The conference discussed and discussed the related issues of the progress of the project, focusing on the "key projects of recent negotiations", such as IKEA, and reached a preliminary consensus. At that time, the leaders of the Management Committee of Huaiyin Industrial Science and Technology Park indicated that they should closely cooperate with IKEA and other key projects in the process of landing, and actively push forward the agreement, and sign an agreement with the other party as soon as possible. project To ground. Xicheng group also said that the IKEA home project is a very good commercial supporting project, which has a strong pulling effect on the popularity of the western new town. For the problems encountered in the project promotion, we should actively coordinate the superior and relevant departments to promote the project landing.

Ji'nan Huaiyin District government stakeholders told reporters that the relevant investment work "are pressing ahead with time". According to the website of Ji'nan Municipal Bureau of Commerce, in March 10th this year, JonFrauenfelder and its director, IKEA home development director, visited Ji'nan to discuss the investment and construction of IKEA project.

It is understood that since its entry into China in 1998, IKEA has established 16 stores in Shanghai, Beijing, Guangzhou, Chengdu, Shenzhen and other places, and China has become one of IKEA's strongest growth markets in the world. IKEA China's total sales in fiscal year 2014 amounted to 8 billion 800 million yuan, representing an overall increase of 25% over the previous year.