进博面对面｜宜家阮林娟：以本土化创新回应中国消费者需求

Core Insights - The eighth China International Import Expo (CIIE) opened on November 5, showcasing IKEA's commitment to co-creating in China through new products and solutions [1] - IKEA's role has evolved from a participant to a co-creator at the CIIE, emphasizing the importance of dialogue and market insights gained from the event [2][3] Group 1: Value of CIIE - The CIIE serves as a platform for valuable dialogues and exchanges that extend beyond product displays, impacting IKEA's business strategies [2] - Last year, IKEA's booth attracted approximately 45,000 visitors, facilitating discussions on topics like the silver economy and circular economy [2] Group 2: Brand Positioning - IKEA China introduced a new brand positioning, "Home, Enriching Life," to resonate with the emotional needs of consumers, particularly the younger demographic [4][6] - The new positioning aims to address the changing consumer behaviors and the need for meaningful living experiences [4] Group 3: Localization and Innovation - IKEA emphasizes the importance of localized innovation in the Chinese market, exemplified by the collaboration with cultural experts for the "Festa" Chinese New Year series [7] - A successful case from the CIIE includes the launch of an electric sofa that became a best-seller, showcasing IKEA's responsiveness to local consumer needs [7] Group 4: Omnichannel Strategy - IKEA is accelerating its omnichannel integration, opening design order centers and smaller stores in cities like Shenzhen and Beijing to meet community needs [7] - The company has expanded its online presence by launching a flagship store on JD.com, aiming for deeper connections with consumers [7] Group 5: Future Outlook - The Chinese market is viewed as a "future laboratory" for IKEA, with strong consumer vitality and innovation ecosystems driving global solutions in product development and retail automation [8] - IKEA aims to continue leveraging the CIIE to reflect Chinese consumer trends and foster sustainable practices [8]