Consumers in China really, really like Ikea. They just don't like to buy things there. A stroll through Ikea Beijing, which opened in 1999, reveals consumers walking through displays, handling merchandise, even taking naps on the furniture, but rarely making major purchases. Some are merely there for the refreshing air-conditioning or for the inexpensive cafeteria meals.
Sound strange? Not at all, from the perspective of young parents who frequent Ikea stores in the United States for the free play centers, wallet-friendly cafes, and even free wi-fi. More bang for the buck (or for no buck at all) is certainly a marketing strategy that consumers both in China and the United States can agree with.
For an article on Ikea Beijing, go here:
http://www.latimes.com/business/la-fi-china-ikea25-2009aug25,0,3900096,full.story
And for an article on Ikea in the U.S.:
http://www.nytimes.com/2009/06/11/garden/11ikea.html?_r=1
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