![<?echo $_SERVER['SERVER_NAME'];?>](/template/twentyseventeen/skin/images/header.jpg)
On August 15th, IKEA's new store in Baoshan, Shanghai opened its doors, which is positioned as the largest IKEA store in Asia by IKEA. It is the 13th store opened after IKEA entered China 15 years later, compared to other foreign retailers. With the number of hundreds of stores, the pace of expansion of IKEA was once interpreted as "snail speed."
However, since last year, the IKEA department has begun to force the Chinese market – especially in the commercial real estate sector – to call it the IKEA system because the secret behind the “IKEA†brand is IKEA and IKEA. The business kingdom, such as strong business, and the above two sectors have jointly built the IKEA “home store + shopping center†bundled business model, which is also the main business model of IKEA in China in the future.
“The IKEA Shopping Center currently has three projects under construction in China with a total area of ​​1 million square meters. If we find a suitable land, we plan to add new stores in Beijing and Shanghai.†Director of the China IKEA Shopping Center in China Manager Ding Hui told reporters that there is currently no land reserve on IKEA. All projects are planned and designed from the first day of land acquisition. IKEA is just a commercial enterprise.
Although IKEA executives have repeatedly stressed that IKEA is not engaged in the role of real estate developers, industry insiders believe that IKEA has insisted on purchasing land for self-construction in China for many years, and “inadvertently†became the largest foreign landowner in China, and its land value-added part It is considerable.
Do not recognize "snail speed"
In May of this year, IKEA and his party went to Tongzhou, Beijing to investigate the investment environment and signal the third store in Beijing to settle in Tongzhou. Ding Hui said that the Internet IKEA does have plans to open another shopping mall in Beijing. At the same time, it has new store expansion plans in Guangzhou and Shanghai, but it is still in the site selection stage.
From site selection to land acquisition, to design, development and construction, it is destined to be a long process. Looking back at the development model of IKEA in China, except for the Guangzhou project, the other 12 companies all built their own land, which affected the expansion of IKEA in China to some extent.
“But this does not mean that IKEA’s expansion in China is slow. Everyone does not understand that IKEA has such a comment. In fact, IKEA’s requirements for each store are of high quality. The cost of other companies’ leasing stores is very high. Less, but its output can not be compared with IKEA." Ding Hui does not agree with the outside world to question the IKEA "snail speed."
In Ding Hui’s view, if global performance is to increase by 10% to 15% per year, such as annual sales of 30 billion euros, the amount of growth will be 3 billion euros, divided by the turnover of a store of 100 million euros. It is ok to add 30 new stores every year in the world. It is normal to add a new one every year in China. “Now China has three stores every year, and it is already the first category in the global development speed of IKEA. It is completely misunderstood to say that IKEA is slow to open a store.â€
John Tegner, president of the IKEA Shopping Center Group, admitted that the preparation period of the IKEA family in China was quite long, and finding the land is the biggest challenge in opening a store in China. Most of the time, IKEA is spent on site selection and taking On the ground. Ding Hui also said that from the site selection to the land, to the design and construction, and then to the later renovation, a large shopping mall can be completed in at least five years.
At present, Ding Hui's energy is mainly placed in shopping centers under construction in Wuxi, Beijing and Wuhan. The “Home Store + Shopping Center†model is an important upgrade strategy for IKEA in China.
IKEA brand founder Ingvar Kamprad and his family founded three large companies: Inka Holdings, Inter IKEA Holdings and Icaro. Inch IKEA Holdings also includes Inter IKEA Systems, Inter IKEA Shopping Group, Inter IKEA Real Estate and Inter IKEA Financial Investment. In 2001, IKEA Holdings and Inka Holdings jointly established the IKEA Shopping Center Group and developed the commercial complex in China, which is the IKEA Shopping Center Group. The brand “IKEA Home†is owned by Inter IKEA Systems, Inc., which entered the Chinese mainland market in 1998 by authorizing Inka Holdings as “IKEA Homeâ€.
In August 2009, the IKEA Shopping Mall Group entered China and established its China headquarters in Shanghai. In three years, it invested in land plots of about 700,000 square meters in Wuxi, Beijing Daxing District and Wuhan. Only the land area that has been purchased has exceeded the total land area accumulated by IKEA in the past ten years. It is said that in November last year, the headquarters of the IKEA Group in the United Kingdom newly approved 12 billion to 15 billion yuan of funds to the Chinese region to expand new projects.
Ding Hui described the relationship between IKEA and the IKEA shopping center as a “strategic partnershipâ€, which is bundled and independent. According to the report, the cooperation between the two parties is flexible, and the joint project requires the two parties to select the site together, but the operation is mainly done by the shopping center. For some shopping malls with crowded or remote traffic, the IKEA shopping center will not choose to enter, IKEA It has the right to choose and decide whether to build a store independently.
According to its disclosure, IKEA's goal is to enter the top 20 to 25 cities in the economy, while shopping centers mainly choose the top 10 cities.
One square meter is not for sale
Next year, the IKEA Wuxi Shopping Center will be the first to operate the “home store + shopping center†model. According to the plan, the land that IKEA will receive in the future will also be fully planned and operated according to this model.
The IKEA Shopping Mall in Beijing will include about 500 merchants and 7,000 parking spaces including IKEA, high-end department stores, cinemas and restaurants. It will be built into a “city of life†larger than Joy City and Wanda Plaza, with an estimated annual flow of 30 million people.
The vision is very good, but the real environment may be a difficult problem in front of the Internet IKEA. A commercial real estate research expert told reporters: "The purpose of retail giants to build their own properties is to break the single business model and find a stable source of income through multi-format operations. But IKEA's opening of shopping centers will face no small challenge. First, IKEA does not have strong tenant resources, and it is difficult to attract investment. Secondly, China's commercial real estate is currently facing excess risk. Whether IKEA can be localized and stand firm with its own business philosophy, it will take time to test."
In fact, Ding Hui is not worried about the “excess†or “bubble†of commercial real estate in China. He believes that there are many shopping centers in China, but there are not many good ones. IKEA is a purely commercial company. It is not the real estate appreciation, and the business philosophy of “independent store construction mode†has been pursued for 70 years, and it is confident to create high quality. Shopping center project.
On the other hand, commercial real estate self-sustaining operations require a large amount of capital investment is also recognized by the industry. Where does IKEA's investment in commercial real estate come from?
Ding Hui told reporters that more than 50% of the investment in the shopping mall projects developed by IKEA in China came from the investment of the two major shareholders, and the rest were financed by financial institutions such as domestic and foreign banks. In Beijing, Wuxi and Wuhan alone, the total investment will reach 10 billion yuan, and more than 6 billion yuan has been invested.
“The business philosophy of IKEA is to invest in the long-term and hold the property. Our shopping mall will not sell for one square meter.†Ding Hui said that in the next few years, IKEA will adhere to the model of self-built land in China. .
However, at this stage, the strong investment property of China's land and the influence of the IKEA brand on the price of surrounding real estate, the huge profits generated by it, IKEA can not help but move.
Take the Beijing IKEA project in Daxing, Beijing as an example. In 2009, IKEA took the second phase of the Daxing Xihongmen Commercial Complex with 790 million yuan. In the second year, when Beijing Xingchuang Land Investment Co., Ltd. took the adjacent three-phase and four-phase land, it took it. 2.435 billion yuan. The average price of the two plots is more than 1 times higher than the original purchase price of IKEA.
"According to the current increase in land prices in China, the millions of square meters of land assets owned by IKEA will be a huge gain." The above-mentioned commercial real estate experts commented.
Ding Hui revealed that it is now considering whether the product line of IKEA can be properly extended. For example, when the self-built shopping mall project, the surrounding apartments and office projects can also be developed by IKEA. “However, it is still in the thinking stage, and it is still based on shopping center projects.†Ding Hui emphasized.
Stainless Steel Insulated Barrels
Stainless Steel Insulated Barrels,Stainless Steel Thermos Food Containers,Stainless Steel Drum With Lid,Stainless Steel Drum
Jiangmen Junerte Stainless Steel Kitchenware Co.,Ltd , https://www.jmjetkitchenware.com