IKEA assembles its sales strategy for China - The Globe and Mail

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Globe and Mail Update

Published March 7, 2013

The Swedish furniture giant has already taken its Scandinavian style to 26 markets. Now it's expanding in China, and plans to break into India. But one size doesn't fit all: showrooms are often smaller and feature products tailored to the local market.

A public worker rides a bicycle in front of an IKEA store March 6, 2013 in Shanghai. The company has 11 stores in China with plans to triple that number.STR/The Associated Press
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A child jumps on a bed at IKEA’s store in Beijing, Feb. 22, 2013. As the retailer expands in China and prepares to break into India, IKEA chief executive Mikael Ohlsson trusts that its core concept, influenced by painstakingly acquired local knowledge, will give it an edge.PETAR KUJUNDZIC/Reuters
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A customer rests near the check-out counters in the IKEA Beijing store, Feb. 22.PETAR KUJUNDZIC/Reuters
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A child plays at the IKEA store in Beijing. In emerging markets where low prices are the norm, IKEA targets a growing middle class that aspires to international lifestyle products.PETAR KUJUNDZIC/Reuters
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The Beijing store hosts about 28,000 visitors on an average Saturday, roughly the same number as an European store gets in a strong week.PETAR KUJUNDZIC/Reuters
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Customers check a table in the Beijing store. In markets such as China and India, customers are not used to self-assembly; IKEA plans to expand its assembly and installation services.PETAR KUJUNDZIC/Reuters
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Customers look at a cabinet in Beijing. IKEA had to cut prices by as much as 50 per cent to succeed in China.PETAR KUJUNDZIC/Reuters
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