宜家的沟通之道(IKEA

宜家的沟通之道（IKEA's communication）

Brand competitiveness stems from consumer perceptions. The

process of brand building is to strengthen the process of

consumer cognition, and to strengthen consumer awareness, we

must communicate with consumers in a comprehensive and deep

level, that is, enough communication. Where successful brands,

no one is good communication with consumers, IKEA is one of the

leaders. We will take IKEA as an example to see how it achieves

its brand through communication.

Strategic communication

Brand positioning is the brand strategy. The success or failure

of the brand determines the survival of the brand and even the

enterprise. Positioning is to make your business and product

different, in the minds of consumers occupy a certain position,

so that it becomes a category or characteristics of the

representatives. Positioning should adhere to four basic

principles: first, to be different; two, the market is large

enough; three, in line with consumer awareness; four, we must

continue to spread. Once the brand positioning has been

established, it has become the basic constitution of enterprise

marketing, pointing out the direction for the activities of

enterprises, and all activities should be carried out around

the positioning.

IKEA's products are located in "low-priced, exquisite,

durable" household goods, "cheap, durable", became IKEA's

best-selling world pass. We pulled out the "low price" to see

how IKEA communicated with consumers.

In IKEA's stores, "price" for publicity materials abound. For

example, in the living room area, IKEA eye-catching advertising

will tell you: "a whole living room only 2599 yuan, and in the

following stated sofa, coffee table, TV cabinet, bookcase, desk

shelf, folding chairs, each shelf price is just 2599 yuan, add

up to the bedroom area; IKEA, and tell you:" a new bedroom only

needs 2760 yuan, and then the bedroom furniture, and marked each

section of the price of the furniture. There will be similar

notices in different functional areas. In addition, there are

"limited discount" big character will stimulate you. When you

"stroll" in the store, you often have a "lower price" stand card

in your eyes, it reads: "from the beginning of the establishment

of IKEA, we will continue to strive to create lower

prices."......". Of course, IKEA has not so far, but can

communicate with consumers more deeply - "why IKEA has such

cheap products?"" And from six aspects so that consumers

believe it: such as: IKEA designers first design the price of

goods; IKEA's huge amount, can win more benefits for customers;

IKEA adopts flat packaging, warehousing and transportation

costs can be reduced; how IKEA abused their products, to ensure

the durability of the product; not the salesman's help in IKEA,

customers save the service; in the IKEA customer to the customer

will not pay the so-called "free service"; in the IKEA customers

to DIY furniture, customers can save assembly cost.

Through comprehensive and in-depth communication, IKEA has

laid a deep "low price" mark on the hearts of consumers.

Product communication

Product is the foundation of brand. Without the product to

communicate with consumers, the brand will no longer exist.

However, furniture products are in a state of serious

asymmetric information for consumers. The quality of the

furniture, or the durability of the furniture, is one of the

factors that consumers are most concerned about when they buy

furniture. However, consumers can not understand the quality

of the product from the surface of the furniture, whether it

is reliable or not, and how to communicate with consumers, this

is placed in front of the furniture brand.

How does IKEA communicate products to consumers?

Take the mattress as an example, IKEA will decompose the product

by graphic and tell you what material you use and what weight

it can handle. The rest is how you choose the right mattress

according to your height and weight. Of course, IKEA will lift

you. "Lie down and try it."".

IKEA has a very famous product, POANG leisure chair, its chair

frame is a curved laminated board, elegant and unforgettable.

However, because there is no direct support frame, so the

feeling is not very reliable. In order to eliminate people's

doubts, in all the shopping malls in Europe, has a POANG test

area, there is a test machine, respectively from the top and

front analog people sat down to the action chair as extrusion,

electronic counter below shows the cumulative number of

extrusion, give customers a strong intuitive concept IKEA: the

design is safe, IKEA's product quality is reliable.

Of course, IKEA will "move" its designers out - substantial

Photos - to promise you the quality of the product.

China's furniture enterprises have realized the importance of

product communication. Deputy general manager of Tarantella

Jia Yuan furniture company Fu Yahua feel: "at present,

consumers of furniture furniture enterprises lack of knowledge,

can be used as volunteers into the community for their universal

knowledge, so that they become the" gate of Han ".

"

I hope to find more furniture enterprises and consumers are

Terminal communication

Furniture terminal is currently the furniture's most important

media and brand performance opportunities.

The essence and value of the terminal lies in communication with

consumers. But the terminal communication is not the display,

the promotion, the scene atmosphere construction, in the form

of such simple, but a comprehensive system engineering.

IKEA did not use advertising to make excessive bombing of

consumers, more is the use of a good end of this propaganda brand

position, and consumers carried out a comprehensive,

deep-seated communication.

In the front, we have learned that IKEA in the store how to

communicate with consumers "price communication", "product

communication", both of which are from a rational point of view

to achieve the exchange with consumers. IKEA also knows that

reason leads to reasoning, and emotion produces action. IKEA

is also a master of emotional communication.

IKEA will communicate with customers differently at different

times.

When the child is about to go to school. "The daughter is going

to primary school," said IKEA. "She needs more room to study

and play.". We need to clean up our home and our lives. To

accommodate the new beginning." Just like two parents talking

about the growth of their children, IKEA makes customers feel

more warm,

During the Spring Festival and Valentine's day. IKEA launched

the "three" series of product portfolio in this period is called

"red love", "orange friendship" and "blue", the entire store

is immersed in the ocean color. In the "red love" series of

products, IKEA for the red carpet, red color of the curtains,

cushions and candles, and the red wall; in the "orange

friendship" series of products, a double sofa orange, orange

Olander low back armchair, he Yin box in "blue orange;" series

of products, is for the mother horse Ruida apron, gloves or

insulation pad and Graner soft cushion, to love reading father

comfortable and unique al let leisure chair, or to love

gardening father cute simier watering pot etc.. IKEA created

a strong human touch, so that customers feel more cordial.

IKEA consumer considerate care.

In the IKEA terminal, if you bring the child feel shopping

inconvenience, you can put the child into the children's

paradise; if you drink, you can have a cup of coffee or a bottle

of drink; if you are hungry, can have a authentic dessert; if

you are tired, you can take a break on the sofa, even in bed

and You can be touched by the dribs and drabs

of IKEA.

In order to strengthen the emotional communication with

consumers, IKEA also uses the mentality of consumers advocating

Europe and America, and displays the Nordic customs in the

stores.

Easter is almost here, and IKEA will tell you, "for many Swedes,

Easter is their four day of happy vacation in the spring.".

After a long dark winter, they can chase and frolic in the

" ; Christmas is coming, IKEA stores in the corner,

in the white snow "will be long out of a

On the wall; you can see the huge "Dana Midsummer Night", on

the screen wearing costumes of the Swedish people are playing

When you walk out of the toll booth, the

oncoming sign will prompt you: "the Swedish food house.""......

When you're going out of the IKEA gate, six large letters will

move into your field of view. And here's another note: Swedish

means "goodbye" - this is the Guan Jian. By constantly

strengthening foreign descent, we will be able to influence

northern Europe on IKEA furniture. Let consumers feel as if they

are not buying furniture, but Nordic customs, Nordic lifestyle!

Media communication

Brand is to play TV advertising, do the national brand is to

play CCTV advertising. "Brand shaping = TV advertising" was

once the consensus of Chinese enterprises, and still affects

the furniture industry.

However, with the change of market environment, the amount of

information explosion, consumer demand for personalized,

single advertising is no longer as before to have the desired

effect, we also need to through different media (such as

newspapers, magazines, Internet, DM) multi-level

communication with consumers, and matched ground marketing

activities. What's more, companies need to find channels that

are appropriate for their communication with consumers.

IKEA doesn't do much advertising and occasionally shows up in

the media, but it's more like media relations in order to

strengthen media relations. Of course, the media will throw one

of the peach news, Li, reports about IKEA will also be reported

in the newspaper.

IKEA's emphasis on communication with consumers is more

dependent on the "better home guide" - product catalog manual.

Mailing catalogues is a "killer" for IKEA to communicate with

consumers",

And formed IKEA's "directory culture."". IKEA products catalog

by IKEA global Home Furnishing 150 professional designers and

photographers to participate in production, to the IKEA

customer groups free of charge. Catalog all the color printing,

the product of IKEA organically combined together, and each

product has a good name, easy to memorize and convenient query,

to show the unique creative IKEA product quality, function, to

give people unlimited imagination. The product catalog for

customers in the choice of IKEA products to provide a more

intuitive and simple way, financial product information, Home

Furnishing fashion, Home Furnishing art as a whole, and can

guide the customer how to decorate personalized Home Furnishing

living environment.

At present, the number of IKEA catalogs in China has reached

as many as 2 million copies per year, more than a number of

famous brand business magazines. The cost of doing so is great,

but it's brand penetration effect of other means of

communication are elusive, in the face of communication with

customers, IKEA directory easier to touch the hearts of

customers, it is not only the transmission of value and

performance of products, more important is to stimulate

consumer demand desire. As a high-end DM manual, 100% exposure

frequency plus 100% of the target population, so that every IKEA

advertising costs can produce value, although the cost of

one-time expenses is very big, but compared to TV ads and other

traditional media, in the long run, in order to save more.

Service communication

Service communication is divided into pre-sale, sale, and

after-sale. Pre-sale service is to be able to communicate

through the strategic communication, communication,

communication products, channels of communication to complete,

through many aspects of communication for consumers interested

in the product, understand, feel good, enhance trust, to

facilitate the purchase.

Furniture products are more important for service because of

their uniqueness. They have the characteristics of high demand,

long time, fast and timely,

In the service communication work, the most important thing is

to do after-sales service. For example, the implementation of

all aspects of the furniture design space, furniture

installation, maintenance and other furniture, and establish

good customer files, tracking of customer satisfaction with the

products used, regularly or irregularly to strengthen ties with

customers, through communication and consumer services, to win

customer trust and goodwill, to establish and consolidate their

brand image.

In order to match its low-cost strategy, IKEA before the

customer service service has been the implementation of

"streamlining" policy, criticized by the industry, for example,

do not provide free delivery (in IKEA's view, customer can save

freight transportation costs, is consistent with its "low

price" strategy, but this strategy in developed countries is

feasible, because in developed countries, the private car

penetration rate is very high, they can really solve the problem

by freight. For Chinese consumers, owning a private car is,

after all, a minority, so this strategy certainly adds to

consumer spending Since the service is an intimate interface

with consumption, it can easily make consumers feel

uncomfortable if the interface is cold. IKEA is like this,

because many consumers turn simple services, finally give the

impression of arrogance, stingy, opinionated, arrogant and so

many negative stereotypes. This is a big flaw in IKEA

communication with consumers.

However, mituzhifan, after service consumers suffered a "tit

for tat" courtesy, now IKEA China according to the

characteristics of the consumer market, has begun to fine tune

in slowly, such as when you buy the product reaches a certain

amount, can get free installation concessions. The biggest

highlight of IKEA's after-sales service is that consumers are

eligible for an unconditional refund within 60 days if they are

not satisfied with the purchase of the goods.

We believe that IKEA is not lip-service these commitments, we

have reason to look forward to the future of IKEA, and in the

consumer service communication can to catch up from behind.

Factories produce products, and consumers produce brands. The

Guan Jian brand, is the breadth and depth of communication with

consumers, make your products become a perplexing symbol ", or"

occupies a certain position in the minds of consumers, become

the representative category and specific characteristics".

However, just like after the classic 4P, marketing guru Philip

Kotler expanded it to 6P, until 11P, there are too many factors

that influence and restrict the marketing activities.

Similarly, brand building is not so simple, in addition to

enterprises to conduct a comprehensive in-depth communication

with consumers, but also make employees and business

communication, communication with suppliers and distributors,

communication, communication with the government, and the

Enterprises should not only pay

attention to the efforts of consumers to build "pure" brand,

but also have the "big" brand concept and ability.

Original "daokan" (the "furniture furniture: be Chinese,

In order to achieve the brand "sequel).

Tan Weijin, Shandong Laiyang people, veterans, China

registered advertising planners, planning the course

instructor, Chinese planning director of the Institute of gold

US brand competition strategy research. Chinese marketing

expert global brand network, network, and other media columnist

vPro management. "Sales and marketing", "advertising", "grand

furniture daokan" and other media contributor, "Zhongshan"

tnumber:133****9225

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