Compared with other multinational companies, IKEA (IKEA) has been referred to as “snail speed†since it entered China in 1998. IKEA, which has always been known for its rigor and responsibility, has recently become trapped in the “agent incidentâ€. Behind the right and wrong, the principle of low prices may be the main reason for the slow expansion of IKEA “squeezing†OEMs. Questioning this time, the reason why IKEA frequently exposed is no longer quality, creativity, low price, fashion, or even “recallâ€, but “squeezingâ€. “More people have questioned the quality of the products.†Sukhumvit (a pseudonym) familiar with IKEA’s insider is blunt. For example, some cabinets from IKEA need to be nailed to the wall. Because IKEA pays more attention to the “facadeâ€, the backboard is very thin. "If you don't nail it to the wall, it will fall." Su Kun said. There are also drawers. “A lot of drawers from IKEA are actually made of paper.†Su Kun also told a new financial reporter a true story. Before the opening of IKEA in a certain city, an “experience center†was built in a shopping mall. Several sets of model rooms designed and installed are presented on the first floor of a shopping mall. Like IKEA, consumers can go see, sit, or even lie down. Among the products presented, there is a simple and powerful Braun bed that is very popular. Because the products displayed were sold at a discount, an IKEA employee at the store was told to buy the product after the show was finished: “The bed is scattered and cannot be repaired.†Three or four months, the bed is actually scattered. This will be a fatal problem for IKEA products in the future." Su Kun said. Su Kun said that the IKEA kitchen is also very problematic. In his opinion, the reason why IKEA's kitchen is problematic is that it is not tailored to the traditional kitchen. The kitchen of IKEA is put together, but the kitchen of each household is different, and the layout and size of the pipes are not uniform. In addition, IKEA does not have a long time to cook in the kitchen, so there are many problems. "There was a customer who installed it several times and repaired it several times, but it was not repaired well. Later, the customer would not fix it. Although the attitude is very good every time, in the end, it can only be refunded." Said, IKEA also has delays in delivery, installation and distribution. "In short, slowly, you will find that IKEA is very well-promoted, but there are many links. When it is really implemented, it is not like that." Su Kun told the new financial reporter. The former IKEA employee Zhu Cheng (a pseudonym) also felt that IKEA products were "quality in general." Zhu Cheng said that if the customer ran to ask IKEA, IKEA would respond that the designers of these products are considering savings and environmental protection, so the back panel of the furniture is only 3 PCT or 5 PCT. Zhu Cheng said that each product of IKEA has a very detailed installation instructions, which no other company can compete with, but it is not marked, what kind of material is used in the product, what are the attention when using it? matter. At IKEA, there is a LACK square table for 39 yuan - a very representative product from IKEA. “This product is made of a material called a honeycomb panel, and the honeycomb panel is white. It is a paperboard. If the juice penetrates, it will be deformed.†For the honeycomb panel, Baidu Encyclopedia’s explanation is: using kraft paper, plastic A sheet or tubular type artificial board is made into a honeycomb core board, and after being treated with a resin glue, the surface is covered with a board made of plywood or fiberboard. According to Zhu Cheng, the use of this “paperboard†in IKEA wood furniture has reached 10%-15%. The IKEA side did not bluntly use the "paperboard". In the reply to the new financial reporters, it only emphasized: "IKEA will clearly identify the raw materials in the product label." On the official website of IKEA, a news It is clearly stated that the LACK series uses honeycomb panel technology. The reason is also explained in great detail - "We love wood." According to Zhu Cheng, Ikea has a Billy bookshelf that sells very well. There is a curved shape under the back plate. When pushed to the edge of the wall, it can just be higher than the baseboard and fit on the wall, which is more humanized. The problem is that its side panels are thin. The general wardrobe or bookshelf has a depth of 350mm-550mm, but this bookcase is only 260mm-280mm. If it is not fixed on the wall, 99% will fall after the book is placed. "But there is no hint on this product." In the face of doubts about the fact that furniture should be nailed to the wall, Xu Lide, the public relations manager of IKEA China, stated in his reply to the new financial reporter that many of IKEA's furniture do not need to be nailed to the wall. Just for safety reasons, especially for families with children at home, IKEA will advocate fixing on the wall for products that may be overturned due to climbing and impact. The price repair department is a common department for many home furnishing companies. But at IKEA, this department has a very important power in addition to "product repair" - the price. The employees working in the IKEA product repair department mainly consist of three parts: maintenance and handling of the goods returned by the customer during the transportation process; sales or low-cost processing of the products that have been sold after being repaired; And the repaired product is destroyed. "In addition to repairs, there is still a power - to price. In some cities, this department, everyone's authority can be achieved by three fold. Therefore, chaos is inevitable." Zhu Cheng told the new financial reporter. Even if it is "price", IKEA has a standard - the store manager can make a discount, the department manager can do a three-fold, the supervisor can do 50%, and the average employee can do 30%. "Other people do not have the authority, including other department managers, only the staff of the product repair department can." Zhu Cheng stressed. Zhu Cheng also revealed that at IKEA, employees can also "price" and buy a minimum of 50% off. In other words, it is actually a discount when you buy something. Others can buy things but can't "price". “Unless, the product can be used for 30% off in case of damage; the long-term backlog can hit 60% or 50%.†According to Zhu Cheng, in Shenyang Yijia, many employees buy seven or eight beds at a time; even sales Department head, buy five or six wardrobes at a time. “In fact, some of these products are bought for others.†Employees who do not have permission usually ask for permission, in the name of seven or eight bedrooms in the house. "If you don't do it, you will hurt your feelings. If you do it, it will harm the company's interests. But many times, in order to get the praise of colleagues, many people choose to compromise." Zhu Cheng said. In fact, IKEA has a “360-degree reportâ€. To put it simply, it is the end of the year. When you want to raise your salary, you need colleagues to make an evaluation of the work of an employee. If anyone has this kind of "price" power, but usually does not do it because of the principle, it will offend. Many people may not be able to raise their wages by the end of the year, and may even be squeezed away. In fact, for "price", it is not only the price of the product that is the first chaos in the interior, but it is obviously unfair to the average consumer. Xu Lide believes that the information obtained by the new financial reporter is wrong. The price of IKEA products is uniform, and the IKEA website and the catalogue with a large circulation are the best examples. Therefore, there is no need to worry about the existence of so-called “unequal consumptionâ€. However, more serious than “unequal consumption†is that “IKEA products have a profit even if they are sold at a discount.†“The logistics of IKEA has no cost and is outsourced. If IKEA is priced at 1,000 yuan, the repair department People think that it is damaged, only sell 100 yuan. Subsequently, IKEA will pass the loss part to the producer of the product. It is not IKEA itself to digest." Zhu Cheng revealed. The IKEA side provided a statement as to whether the foundry was “bullyingâ€. The core content is: IKEA is always committed to long-term cooperation with its suppliers; IKEA has the same values ​​as suppliers and promises to produce high quality and affordable products in a sustainable way; IKEA is always committed to the entire supply chain. Establish clear standards, believe that a good working environment, sustainable production can be effectively combined with low prices; if there are behaviors that deviate from IKEA standards and codes of conduct, IKEA will stop if necessary improvements are not implemented Partnership; at the same time, all IKEA suppliers must strictly abide by national laws and regulations. In this regard, Zou Mingxiao, a researcher in the building materials industry of CIC, told the new financial reporter: “The contradiction between brands and foundries is widespread in the retail industry. The reason is also caused by conflicts of interest.†In addition, as early as 2004, China There are relevant regulations: there is no standardized furniture instruction manual, in principle, it cannot be sold. For those companies that strictly adhere to laws and regulations, their furniture products can see the installation instructions, but rarely see the "instructions for use." In response to the new financial reporter, IKEA denied that IKEA products can make money even if they sell a discount. However, in the IKEA Post Bar, there is still a lot of remarks about IKEA's “bullying†OEMs. There is also a friend’s explanation for “long-term close cooperationâ€: “You must be in the case of vicious competition, even in the case of losing money, it is the price first, otherwise IKEA is impossible to tell you what long-term Cooperation.†The interpretation of IKEA's purpose is even more sharp: it is not only “creating a better everyday life for most peopleâ€, but also making as much profit as possible, and suppliers, that is, what they want. . If you want to drink porridge, you can barely live; if you want to eat meat, IKEA will take your porridge bowl off. Of course, this is also likely to be the side of some people, but it still reflects the more or less contradictions and interests between IKEA and its foundry. Low prices in China, although IKEA is very "westernized" in its internal management, but the factional struggle is serious, some power is too concentrated, and cross-departmental executions happen from time to time. "The managers of one department often control the killing of one department. Power." Su Kun said frankly. "Some, but also a small group." Zhu Cheng said that one of the IKEA stores, one of the managers was sent from Shenzhen, in order to manage the mall, she transferred her own people from the subordinate department. Everyone she brought with has the power to execute across departments. There is another feature in IKEA's workplace – people with ideas don't have long. I have had IKEA designers complaining that they are just a "smelly power." The so-called design is to copy pictures from the internal network to the exhibition room, there is no personal ability to display, the only play is to put small products into the exhibition as much as possible, the more full the better. There are also PR complaints that they are only “combining†for public relations companies – many activities of IKEA are outsourced to public relations companies, and at the specific implementation level of the activities, the PRs are only responsible for “internal communication†– confirming the time to open the elevator, When the elevator is held, there must be no abnormalities in the store during the press conference, and there is no sound of electric drills. "If anyone wants to be an executor, then he is suitable to work at IKEA." Su Kun stressed. In his view, these internal management problems are not considered "serious" for IKEA. The real problem is "product quality", and the reason for affecting product quality is "IKEA is too low-cost." “In the past 12 years, IKEA has been cutting prices. This is the core part of the IKEA business model, which continues to cut prices. Since 2000, our cumulative price cuts have exceeded 60%. When IKEA just entered the Chinese market, we LACK The price of the (Lake) table is 120 yuan. The current price is 39 yuan. We plan to further reduce the price. Part of our price reduction is to reduce the cost of the supply chain, mainly through the procurement of products in China. IKEA products around the world 30% of them are made in China, and about 65% of IKEA products sold in China are sourced from China.†In comparison, the words of IKEA China President Ji Li'an in an interview with the media may be more illustrative. What is the low price of IKEA in China? Su Kun believes that excessive pursuit of low prices, its products must reduce costs, furniture costs can only be reduced from raw materials. “The products of IKEA are very well designed, but they must be changed frequently, and they will be used soon.†In the previous contact with IKEA by the new financial reporter, IKEA has a very clear understanding – IKEA is different from other home businesses. At the same time, IKEA also does not want the media to compare other home businesses with IKEA.
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