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当前位置： 首页 > 新闻 > 业界动态
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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