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IKEA stores in China invite customers to try out furniture

IKEA stores in China invite customers to try out furniture ewmR7

IKEA opened its ﬁ rst store in Shanghai 20 years ago. In Chinese cities families typically live in small apartments, so the furniture retailer customises its products based on local needs and preferences. When it opened, IKEA’s low-price strategy was confusing for many Chinese consumers because Western products are seen as aspirational in Asian markets. So the company target young middle-class professionals, customers with a relatively higher income who were more aware of Western styles. IKEA also adapts its marketing strategy, using Chinese social media and micro-blogging website Weibo to help make the brand appeal to the urban youth. Today, the company continues to reduce prices thanks to mass production in its local factories and its market is grown fast in China.

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