Internet thinking that furniture people must learn

Recently, the most popular saying in the marketing industry is "Internet thinking". The case of Xiaomi mobile phone and Huang Taiji pancake has been repeatedly quoted, and even the use of Internet thinking to subvert the traditional industry. What is Internet thinking? Different people may see different priorities. In fact, many Internet thinks that are often mentioned are always used by IKEA.å’±Let's take a look at a few of the things that are often mentioned, and see how IKEA does it.

Ultimate Thinking: Beyond User Imagination

In the Internet enterprise, in order to better meet the needs of users, the "Product Manager" is responsible for mining and analyzing user needs. At IKEA, based on the deep understanding of the needs of users, it is also true that every consumer who enters IKEA is surprise (this word has been deeply embedded in the brand value of IKEA), when everyone first time When I enter IKEA, I can find the sofa to sit on, the bed can be casually smashed, the children's products can be played casually, and the ice cream is only a piece of ... it will be a bit unexpected.

Fan thinking: let fans contribute

Many stores have a membership system, and many people have countless membership cards in their pockets. At IKEA, members do develop at the rhythm of fans. In addition to member-specific products and regions, there are also member-specific events and publications. Worldwide, IKEA members contribute three times as much sales as non-members. Of course, not all members are fan-level. What is the standard for judging whether a member is a fan? It’s not how much you spend, but how many times you spend it. This idea is very interesting.

Free thinking: lower the threshold for use

Free coffee, unlimited refills, this is amazingly free. To what extent is it abused? At the IKEA restaurant in Shanghai, there is a spontaneous blind date activity. After the afternoon, the father and mother go to IKEA to order free coffee, and then exchange information about their children, or their own information, and then look for future son-in-law or daughter-in-law. Or find yourself a wife. I don't know if this activity is still going on, coffee is still free. There is also a free children’s playground, which will be fully filled every weekend. I have seen several times that my parents and the staff of the IKEA Children's Park are soft and hard. I said that if my child is not high enough, please let him in.

Traffic thinking: traffic is money

If you can fight with IKEA's passenger traffic, it may be the vegetable market. After I left Ikea, I went to a friend's store to help me for a year. Everyday guests came with ten fingers. I am very depressed, my colleagues said that you don't have to be depressed, even the Red Star Macalline is like that, you are so depressed. But I am still very depressed. If the store itself has nothing to attract customers and often think of you, often come to see you, you can only continue to spend money to remind him until he has consumer demand to come to you. And IKEA allows customers to look at it through the attractiveness of the store and the product itself, and also consume it, which means that the flow does not cost money to buy, but also to send the money. Although those frequent flyers don't send big money, such as one of my relatives, I have to go to IKEA every week to buy the salmon to be eaten next week, but every time they go, they will definitely see all kinds of furniture, and they will inevitably cause people. More atmosphere. Just as anyone is willing to go to a restaurant with many people waiting for dinner, most people go to IKEA to see the bustling passenger flow will feel very shopping.

Open thinking: sharing risk benefits

The most touching aspect of IKEA is that you can take pictures at this inspiring and colorful furniture store. Of course this has the risk of being copied. How many people took the carpenter, chose the furniture they liked, took every detail and let the carpenter do it. How many design teachers take students to do analysis and study of home furnishings. But what can be copied is a product, an arrangement, and the whole system of IKEA can not be copied. And this year you copied this product, and there will be new products anyway next year. Every year, IKEA has 3,000 new products, which are slowly copied. In turn, so many people come to visit and learn, so the brand influence brought out, how much advertising fee can be spent to buy?

Silk thinking: the world is the best

Every country has its own strong local home brand (unfortunately China has not yet), but only one home brand is occupying the global market, that is the real world. The democratic design advocated by IKEA is a design that everyone can afford and that the people love, which makes its roots deep in the consumer. In fact, they are not selling all kinds of popular products, there are some niche designs, some expensive things, so that it can meet different needs, but also make it have higher profit margins. However, the attitude of standing on the side of the people, the focus is that this attitude has made IKEA all over the world. This makes people think that Mao Zedong stood in the Tiananmen Gate, and one of the reasons why Chiang Kai-shek went to the island was because of a completely different mass base.

Media thinking: everyone is from the media

This year is a very hot year since the media, and the company is also from the media. Since 1951, IKEA has promoted its products and design concepts through a global catalogue. It is not just a catalogue with price and price, but more importantly, providing creative home solutions for life. Providing new ideas, making it easy for people to get more inspiration for the home life. In Europe, there is a mailbox at the door of each home, and some of them will hang the "Please don't advertise" brand. On the day when the IKEA issue catalogue once a year, they will take this brand off, so as not to receive it. This book of more than three hundred pages.

"Internet thinking" is not a new thing, although it has indeed been amplified and spread by Internet people. The core is that we must feel the user's needs with heart, which is actually the starting point for all business. For traditional enterprises, you need to have a good understanding of the user's use of the Internet, in order to use the Internet tool to serve themselves. If what we do is not what consumers think, why are they giving you money?

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