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宜家销量为何能取得逆市增长?
时间:2015-10-10 16:58:22
文章发布:
原创作者:未知
来源:互联网

      在当前零售百货饱受电商冲击的不利局面下,瑞典家居零售巨头宜家(IKEA)稳步上扬,宜家为何能逆市取得增长?

      2015年9月下旬公布的2015财年销售额达到319亿欧元,增长8.9%。其中,宜家在中国保持了增长快的势头,2015财年在华销售增长超过18%。

      10月9日,宜家中国零售总裁朱昌来接受采访时表示,“宜家销量能取得逆市增长,除了宜家的品牌、价值链概念优势,宜家在中国经过这么多年开店历练,已经学会如何开新店,如何进入新市场,宜家运用的策略取得了一定效果。”

      宜家为何能逆市取得增长

      朱昌来透露,最近在华开的新店业绩喜人,加上现有的18家店,未来宜家在中国销售目标仍是“保持两位数增长”。此外,宜家在中国还有新的四个建筑项目,包括成都第二家店面,以及苏州、佛山、哈尔滨,这些项目正在建造。而在江苏南通,宜家也已买好土地准备再迎新店。据她透露,“中国有149个城市宜家是要去开店的,但要循序渐进。”

      值得注意的是,针对宜家未能挺进但对其有购买欲望,并具备购买能力的三线城市的问题,宜家强调会建造更多的提货点。此外,也可能会在这些小城市建设一些体量较小的店面,比如面积只有2000-2500平米,以满足人们体验、购物的需求。

      对于三线城市的选址,据朱昌来透露,宜家首先会在华东找一个城市做试验,未来“很快会全球铺开”。

      数据显示,截至到2015年8月31日,宜家集团在28个国家拥有328家零售商场,另外有40个商场通过特许经营的方式运营。宜家产品系列大约包含9500种产品,每年大约会推出2000种新品。2015财年,宜家集团商场接待7.16亿人次的访客。

      自宜家于1998年在上海开设第一家店以来,目前宜家在中国拥有18家商场,分布在上海(3家)、北京(2家)、沈阳、大连、天津、成都、重庆、西安、南京、无锡、杭州、宁波、武汉、广州和深圳。目前,有4家商场正在建设中,分别是成都成华店、广东佛山、哈尔滨和苏州。

      早在2013年11月,朱昌就表示,从2012年起,宜家在华开店速度是一年开3家。目前,宜家仍然保持了这样的开店速度。但对于发展电商而言,宜家曾表示2013就开始筹备,今天对外宣称的说法仍是“电商在紧锣密鼓筹备中”。另据2013年财年数据显示,宜家德国分公司线上销售达到9200万欧元(约合1.28亿美元),占据整体销售额2%,增速达到27%。

      朱昌来并未对上述宜家德国分公司线上销售状况置评。“宜家总部在5个国家做电商,英国是现在的试验国家,”朱昌来介绍说,“在中国,电商是非常重要的命题,而且也是发展大趋势,宜家的目标是线上线下融汇贯通,希望线上与线下保持一贯性。

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