Why IKEA makes its own brand carry the taste of home happiness

The essence of competition is to be half a step ahead of others and to break out in this crisis. "Home customization" is a good way! On the one hand, it must be "quick" and on the other hand, it must meet the "personal requirements" of consumers. On the one hand, it can provide complete services.

"Quick"

At present, the trend of home-related manufacturers selling home products through direct sales is becoming increasingly obvious. It shortens the distance between manufacturers and end consumers, which can reduce channel costs on the one hand, and strengthen the communication and connection between manufacturers and consumers on the other.

"Personal DIY"

In the Internet age of information explosion, consumers can basically “know the world without leaving home”. Especially consumers in large and medium-sized cities have relatively more opportunities to stay indoors, and the trend is growing. Therefore, in order to meet consumers' requirements for indoor environment, "personalized DIY" home furnishing projects are proposed in the consumer market and homes are designed according to consumers' specific requirements, which can attract consumers' attention more.

"Complete"

Home customization can be divided into many types in terms of home furnishing categories, starting from decoration style and quality to the purchase of home appliances and furniture. Decorating a new house can be a troublesome task. On the one hand, consumers want to decorate the new house in the shortest possible time. On the other hand, they hope that the decoration will meet their own requirements, but in fact, things often backfire. If all categories can be integrated and displayed uniformly for consumers to choose from, it can be said to take the concept of home customization to a better level.

Let us imagine how wonderful it would be when some consumers who have just purchased a new house can turn their imaginary "dream new house" into reality when they walk into a specific store and move between the entrance and exit of the store. and convenient things. Taking furniture as an example, there are currently manufacturers that provide DIY services to consumers. Regardless of the style and style of large furniture or the specific size and color of furniture, manufacturers can basically meet their needs. But this is not what is called "complete". Or, we can find a feeling at IKEA.

The IKEA brand has always been associated with improving people's quality of life and adheres to the business purpose of "providing as many customers as possible with affordable, well-designed, functional and low-priced home furnishings". At the entrance of each IKEA store, there are unique IKEA-style model units and professional interior designers are provided to consumers. Under the premise that the style has been determined, the store will provide a complete range of wallpapers, floors, sofas, and pillows in order to provide consumers with one-stop service.

Of course, IKEA is only a relatively simple DIY, and its product attributes are relatively fixed, mainly "well-designed, fully functional, and low-priced". However, manufacturers have failed to obtain consumer needs and feedback, and manufacturers and terminal consumers There is no communication between them. Nonetheless, IKEA has made a good start for the "complete" furniture customization model.

Integrating all home furnishing categories, directly obtaining consumers' individual needs, and establishing good and effective customer service, home customization will be a trend.