The Electricity Supplier Opens Up The Road, IKEA Is Exactly The Three Or Four Line Young People'S Appetite.

The scene shopping experience that IKEA emphasized in the past is also an urgent problem to be solved under the electricity supplier mode: the unit price of furniture is higher, and consumers are hard to buy without seeing the truth.

However, 2016 is the first year of VR, and the household electricity supplier is also starting to catch up with this trend. After all, through virtual reality technology, the choice of home decoration style, furniture and so on may all be realized.

Perhaps you do not know, a number of companies have already emerged in China, such as love nest, cool family music and so on, which are involved in the "VR+ home" field.

IKEA entered China in 1998 and set up the first Shanghai store. As of now, it has 18 Chinese shopping centers distributed in a second tier city such as Shanghai, Beijing, Guangzhou, Shenzhen and Hangzhou.

From the conclusion of big data based on Taobao and Tmall, although a second tier city is still the main force of online home consumption, but in recent years, it shows the trend of urban line sinking.

Last year, the proportion of online home consumers in three or four tier cities has increased to 37%:

At the same time, compared with the second tier cities, the wealthy middle aged people are the main consumers. In the three or four tier cities, the young people under 28 years old and below are consumer oriented, and the simple wind is even more deeply rooted in their hearts.

The characteristics of IKEA furniture, such as removable, multi capacity storage, and even the odd names of furniture, are popular among young people.

The introduction of an e-commerce platform will undoubtedly expand IKEA's channels to young people in these three or four tier cities.

Looking closely at the category of online household, Mr. DT also noticed that although the prices of table lamps, storage boxes and cloth cabinets were very high, the furniture category including beds, couches, tables and chairs had become another fast developing blue ocean in the past two years, and the growth rate was far ahead of the average level of the household industry and other commodities.

At the same time,

According to the report, there is a shortage of basic consumer goods such as furniture and home furnishings in the three or four tier cities. The abundant resources on the line cater to the exuberant demand: at present, furniture accounts for more than 40% of the online home market in three or four line cities.

However, hard furniture is a rigid demand, and logistics is a major factor restricting the development of online brands such as IKEA.

In traditional mode, furniture manufacturers are only responsible for providing trunk logistics to dealers.

Because of the direct contact with users on the Internet, furniture manufacturers need to provide logistics services such as trunk, landing and door-to-door services, as well as information services that match the electricity supplier system.

IKEA has not disclosed domestic distribution and self mention.

DT is also curious about how it plans to cover China's vast three or four line cities.

IKEA reference to the existing domestic furniture business, the logistics charges are uneven.

On the whole, the vast majority of home furnishing companies provide free door-to-door and installation services to the main urban areas of a second tier city and three or four tier cities:

However, if you live in a high-rise or not in the elevator area, you may have to pay a lot of logistics costs.

Scene shopping experience:

IKEA's leader is no exception. In early April, its home's first VR application, IKEA VR Experience, was launched on the Steam game platform Steam of the US electronic game development company, and ranked among the first VR applications of VR helmet launched by HTC.

In this application, users can decorate the kitchen with IKEA furniture, including changing the color of the cabinet, drawer, etc., and appreciate the home design works with the height of the children or adults.

YouTube has already shared the experience of users. Just using VR to visit IKEA, it also needs to wait for the upgrading and popularization of VR hardware. This is not IKEA's rush.

It may take some time to make it possible for consumers to go shopping at home and get the perfect experience on the Internet.