IKEA Sums Up Internet Thinking: Traffic Is Money.

< p > in the Internet industry, in order to satisfy users' needs better, the position of "product manager" is devoted to mining and analyzing user needs.

And in the < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > IKEA < /a >, based on the deep cognition of users' needs, it is also true that every consumer who enters IKEA is surprise (this word has been deeply embedded in the brand value of IKEA). When you first enter IKEA, you find it easy to sit on the sofa, the bed can be readily accessible, children's products can be played casually, and ice cream is just a piece.

It's a bit unexpected.

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< p > < strong > fan thinking: let fans contribute /strong < /p >

< p > many shops have membership systems, and many people have countless membership cards in their pockets.

In IKEA, members do develop according to the rhythm of fans.

In addition to the exclusive products and districts, there are also exclusive activities and publications.

Worldwide, IKEA members contribute three times more sales than non members.

Of course, not all members are fans. What is the criterion for judging whether a member is counted as a fan? It's not how much money you spend, but how many times you spend it. This idea is very interesting.

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< p > < strong > free thinking: reduce the use threshold < /strong > /p >

P, free coffee, unlimited refills, which is surprisingly free.

To what extent is it abused? In the IKEA restaurant in Shanghai, there is a spontaneous blind date. Every Thursday afternoon, when mom and Dad arrive at IKEA for free coffee, they start exchanging information about their children, or their own information, then look for their future son-in-law or daughter-in-law, or find a wife for themselves.

I wonder if this activity has been carried out. Coffee is free anyway.

There is also a free children's paradise, which will soon be full of people every weekend.

Several times I saw parents and IKEA children's staff working hard, saying that although my child is not nearly high enough, please let him in.

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< p > < strong > flow thinking: traffic is money < /strong > /p >

Less than P, it might be the vegetable market that can compete with IKEA's customers.

After I left IKEA, I went to a friend's store for a year, and every day the guests got it with ten fingers.

I am very depressed. My colleagues say that there is no need to be depressed. Even a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107107" > Red Star "Kai Long" /a "is all like that. What are you gloomy about?

But I am still very depressed. If the store itself has nothing to attract customers to think of you often, often come to see you, you can only constantly spend money to remind him, until he has consumer demand come to you.

And IKEA attracts customers through the attraction of its stores and products itself, and it also consumes. That is to say, these flows do not need to spend money to buy, but also send money to them.

Although those regular customers do not send big money, for example, a relative of mine has to go to IKEA once a week to buy salmon for next week, but every time they go, they will see various kinds of furniture.

Just as anyone would like to go to a restaurant where many people are waiting for a table, most people go to IKEA to see the bustling passenger flow.

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< p > < strong > open thinking: sharing risk interest < /strong > /p >

The most touching opening of IKEA P is that you can take pictures in this colorful and colorful furniture store.

Of course, this has the risk of being plagiarized.

How many people took the carpenter to pick their favorite furniture, took every detail and took the carpenter to do it.

How many design teachers bring students to do home furnishings analysis and learning.

But what can be copied is a product, a layout, can not copy the whole system of IKEA.

And if you finish copying this product this year, there will be new products next year. Every year, IKEA has 3000 new products.

Conversely, so many people come to visit and learn, how much advertising cost can they get out of the brand influence? /p

< p > < strong > cock silk thinking: get the cock silk world, < /strong > /p >

< p > each country has its own strong local home brand (a section before said that unfortunately China has not yet), but only one a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > home brand "/a" is the occupation of the global market, that is the real world.

The Democratic design advocated by IKEA is the design that everyone can afford and the common people love to use, so that its roots can be deeply rooted among consumers.

In fact, they sell not all kinds of popular products, but also some niche designs, some expensive things, so that they can meet different needs and make it more profitable.

However, the attitude on the side of the masses is that this gesture has made IKEA win the whole world.

This can not help but recall that Mao Zedong was standing on the tower of Tiananmen, and one of the reasons why Jiang Jieshi went to the island was because he had a completely different mass base.

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< p > < strong > media thinking: everyone is from the media < /strong > /p >

< p > this year is a very hot year since the media, and the enterprise is also from the media.

Since 1951, IKEA has been promoting its products and design concepts through the global distribution catalogue. That is not only a catalog of products with pictures and prices, but also more importantly, providing innovative home solutions to provide new ideas for life, so that people can easily get more home inspiration that is close to the public life.

In Europe, there is a mailbox at every door of the house, and some will sign "do not advertise" on the top. When the annual IKEA catalog is issued, they will remove it from the more than 300 page booklet.

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< p > > therefore, "Internet thinking" is not something new, though it has been amplified and disseminated by Internet users.

The core is whether we need to feel the needs of users. This is actually the starting point of all businesses. If we do not think what consumers want, why do they want to give you money? From this, I often recall that "why can't many O2O enterprises do it?" the main reason is not enough understanding of user needs.

Everyone in the Internet, thinking and sharing in front of the computer, has no way to really understand what the merchants and users in traditional industries want. To offline needs to be enough to immerse itself online.

For traditional enterprises, users need to have enough knowledge about Internet usage habits to make good use of the internet tool to serve themselves.

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