【 Building materials network 】"Every time you visit IKEA, you can always stay for one day and buy everything." In the eyes of Ms. Wu, who is engaged in the accounting industry, IKEA products are cost-effective, which is a high restoration of family life.

On November 28, the news that IKEA's Changsha Mall was about to open broke the circle of friends. Previously, such household brands as Red Star Macalline, Ouyada, and Fantasy Home had already taken root in Changsha. Industry insiders believe that IKEA's new home shopping model or a new round of industry reshuffle will also attract investors' attention like a magnet, bringing new changes to urban life.

Highlight: sell furniture , but more selling lifestyle

On November 26, the reporter came to the IKEA Changsha shopping mall located in Yanghu Road, Yuelu District, and saw that the appearance of the mall was like a blue square box. At present, the furniture store has been completely completed. When entering the mall, there are colorful household products in different exhibition rooms, and most of the small items are priced within 100 yuan.

It is reported that Changsha IKEA Huiju project includes three parts: "Huiju Center (i.e. shopping center) IKEA creative apartment". And "Blue Box ”Connected is IKEA Gathering Center, which is planned to open in 2020.

"IKEA sells furniture, but more lifestyle." Fan Pengcong, manager of IKEA Changsha Mall, said that IKEA Changsha Mall provides more than 8500 kinds of furniture and Housewear & Furnishings , focusing on the two themes of "living with children" and "classification and storage of home life".

In addition, IKEA can unlock the one-stop home shopping experience of eating, drinking, playing and shopping. IKEA provides inspiration and solutions, and will also provide whole house design services, from furniture delivery and installation to recycling and sustainable utilization, to truly realize "whole house design, one-stop thoughtful service".

In terms of catering, we provide authentic Swedish food, as well as Smalan Children's Park, free children's recreation facilities, mother and baby room, etc.

Impact: trigger industry reshuffle and attract more business types

It is understood that at present, there are 22 professional stores in Changsha market, including 16 home building materials stores and 6 building materials markets, including famous brands such as Wandefu Famous Product Center, Anjule Home Building Materials, Red Star Macalline, and Fantasy Home. According to the prediction of insiders, there will be 28 professional home furnishing stores in Changsha by 2020.

The competition in the home furnishing market is becoming increasingly fierce. As the largest home furnishing retailer in the world, what will IKEA bring to the city when it settles in Changsha?

"IKEA will trigger a new round of reshuffle in the home furnishing industry, which will definitely impact the local home furnishing stores and absorb some market shares."

A person in charge of household brand believed that IKEA paid more attention to consumer experience than traditional stores, restored the model room model, let them shop by themselves, and gave consumers great freedom of choice. When you walk into IKEA, you will find that it is not the store staff who are around you, but the consumers who are shuttling in the model room.

The person in charge said that "constantly reducing costs to reduce prices" is also an important "killer weapon" of IKEA, and this "low price" is associated with "high quality". "In terms of service, customers choose the furniture they need, pick up the goods in the self-service warehouse, and then carry them home to assemble their own products, so as to save labor costs.

At the same time, IKEA adopts Flat Packaging, make full use of the space of transportation tools, and greatly reduce the logistics transportation costs and storage costs. "

How many possibilities will the future bring to Changsha? Fan Pengcong believes that IKEA's settlement will also accelerate the upgrading of many industries such as home furnishing, logistics, catering and e-commerce, or will promote the development of high-end commerce and urbanization in Changsha, Zhuzhou, Xiangtan and even Hunan.