Workflow
线下商业流量密码样本:英格卡如何在中国吸引一亿客流?
2 1 Shi Ji Jing Ji Bao Dao·2025-07-11 03:36

Core Viewpoint - The article highlights the successful strategies employed by Ingka Shopping Centers in China to attract consumers back to physical retail spaces amidst the challenges posed by e-commerce, emphasizing the importance of creating unique in-person experiences [1][2]. Group 1: Consumer Engagement and Experience - Ingka Shopping Centers aims to create "irreplaceable offline experiences" through four dimensions: physical space comfort, brand mix, engaging activities, and professional services [2][3]. - The company has hosted over 4,000 community events in the past decade, attracting more than 500,000 participants, showcasing its commitment to community engagement [2][4]. - Research indicates that over 60% of Gen Z consumers prefer in-person gatherings, highlighting the value of physical interactions in enhancing consumer trust and experience [4]. Group 2: Strategic Positioning and Differentiation - Ingka Shopping Centers positions itself as a "community experience center," offering a multifunctional space that integrates shopping, socializing, and leisure activities [3][5]. - The company focuses on creating a unique competitive strategy by blending Nordic culture with local elements, aiming to provide emotional value and convenience to consumers [5][8]. - Approximately 70% of the brands in the Shanghai Huiju center are new or concept stores, reflecting the company's strategy to continuously refresh its offerings [6]. Group 3: Future Growth and Investment - Ingka has invested 27 billion yuan in the Chinese market, with a strong performance in visitor and tenant sales, indicating a robust growth trajectory [7]. - The company plans to focus on upgrading existing shopping centers while exploring new business models in collaboration with IKEA [7]. - Ingka envisions its shopping centers as cultural exchange platforms and destinations for urban micro-vacations, aiming to enhance the consumer experience through cultural and creative elements [8].