How Does IKEA Set Up The Smart Home Market?

- Oct 23, 2018-

A 76-year-old home furnishing retail company based in Sweden, with a simple design style, cost-effective, and experience-like scenes, this grocery store, which originally started selling low-priced products such as pens, wallets, picture frames, and decorative tablecloths, has now Developed into the world's largest home retail giant!

That's right, this is IKEA (IKEA). In 2017, it has 355 stores in 29 countries around the world, 20 of which are in mainland China, selling about 10,000 items in all aspects of the family.

According to official data from IKEA, the number of visits to IKEA stores reached 871 million in FY2017, the number of visits to shopping malls reached 460 million, and the number of visits to IKEA's official website reached 2.1 billion. Among them, only LED bulbs sold 85 million in IKEA this year. It can be said that it has huge online and offline traffic.

Its FY17 retail sales were 34.1 billion euros, about 39.6 billion US dollars, 271.8 billion yuan, much higher than BAT's revenue in the same year. When the fiscal year Tencent's revenue was the highest, it was 237.76 billion yuan. Xiaomi's revenue in 2017 was 114.6 billion yuan, and IKEA's revenue can be said to be two millet meters.

However, in sharp contrast, as the world's largest home retail giant, IKEA's smart home road can be described as low-key, restrained and slow. However, under the low-key restraint, IKEA is also an active embracer of new technology, becoming one of the most representative commercial landings of Apple ARKit, becoming an early promoter of wireless charging products and one of the powerful distributors of intelligent lighting products. Under the low-key restraint, it seems that it is more step by step and return to the commercial essence.

Compared with Xiaomi, which is also known as the home grocery IoT “grocery shop” from the Internet industry, it is clear that IKEA has taken a completely different path in terms of intelligence. It does not serve as a platform, and there is no “black technology” in the near-traditional business. Under the model, IKEA is a powerful practitioner who is less and more, and what it does under the restraint of intelligence is more worthy of our consideration.

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