IKEA explores the secrets of Chinese consumers' bedrooms and bathrooms in FY2015

IKEA IKEA FY2015 media meeting will be held in Shanghai. At the press conference, IKEA shared the new year's home focus "bedroom and bathroom" - the beginning and end of each day; at the same time, the new year's "home guide" was officially released. This year's Home Guide has also achieved an important milestone in addition to sharing more sustainable home life solutions: the IKEA Home Guide has become the largest circulation of 100% FSC certified paper to date. printed matter.

Based on the consumer life report published by IKEA in the world, and in order to better understand the living habits of Chinese consumers in the bedroom and bathroom, IKEA conducted a survey on the living habits of bedroom bathrooms in seven major cities in China. Better provide home solutions for consumers. At the same time, one-third of the new 2015 IKEA Home Guide covers the rational use of inspiration and solutions for bedroom and bathroom spaces.

Our daily life is inseparable from the bedroom and bathroom. In the morning, we dress and dress up and embrace a new day. At night, we take off our clothes, relax, and save energy.

“Of course, quality sleep is a basic need, but the bathroom and bedroom are the places where we calm down from the day, contemplate, relax and care for ourselves.” Zhu Changlai, president of IKEA China Retail, said.

Consumer surveys around the world show that the dreams of different countries or individuals about bedrooms and bathrooms are not much different. In a nutshell, most of us dream of a bathroom and bedroom that is like an oasis of tranquility, giving us unparalleled comfort.

“The bedrooms and bathrooms are of course functional, tidy and cozy. We want to showcase our dream bedroom and bathroom through IKEA's new range of products. This year, more than one-third of the bedroom and bathroom collections are brand new. Introduced, in terms of product style, price and function, to provide customers with a wider choice of space." Zhu Jia, president of IKEA China Retail, said.

Based on the needs of Chinese consumers, IKEA conducted a series of investigations and studies on the use habits of bedrooms and bathrooms in China, and released the “Report on the Living of Chinese Urban Households”. According to the report, Chinese consumers want the bedrooms and bathrooms to be comfortable, versatile, well-planned, and to showcase their own personalities.

In response to the survey results, IKEA will launch a simple and practical home solution in China to create a practical and individual space with consumers. Through this theme event, IKEA hopes that more and more people will have their own bed, bathroom lockers to meet their needs, so that the bedroom and bathroom can truly suit their lifestyle, and life will become easier. .

On August 14th, media friends across the country first experienced the three home spaces created by IKEA – bedroom space, wardrobe and drawer storage space and bathroom space, and felt the new experience that can be brought by the bath. On August 15th and 16th, IKEA also welcomes members of the club and consumers to come to the site to experience new home solutions.

2015 IKEA Home Guide brings more new inspiration for sustainable living

In FY2015, IKEA is also committed to inspiring more people's home design ideas and giving them more product choices while introducing new bedroom bathroom solutions. To this end, after the media meeting, the new 2015 IKEA "House Guide" will be held in major cities across the country at the end of August. Based on the original AR augmented reality technology (Augmented Reality is based on virtual reality, the technology provided by the computer to increase the user's perception of reality), the 2015 IKEA Home Guide uses more yuan. The technology, such as 360° space display, gives readers more choices of perspectives, allowing them to fully understand the details of each item and every home solution. This year, IKEA has further implemented its long-standing commitment to promoting sustainable forestry development – ​​the IKEA Home Guide is 100% made from FSC (Forest Stewardship Council) certified paper. This means that the entire production process has passed the certification of sustainable forest management and chain of custody certification, ensuring that the pulp used is based on more sustainable forests. This is also a new milestone for IKEA.

IKEA IKEA was founded in Sweden in 1943 by its founder Ingvar Kamprad. After more than half a century of development, it now has 358 stores worldwide. IKEA in Shanghai, 1999, 2005, 2006, 2008, 2009, 2010, 2011, 2012, 2013 and 2014 in Shanghai, Beijing, Guangzhou, Chengdu, Shenzhen, Nanjing, Dalian, Shenyang, Tianjin, Wuxi, Ningbo and Chongqing have established 15 shopping malls. IKEA has always been "to create a better daily life for the public, to provide a wide range of beautiful, practical, affordable household items" for their business philosophy.

Editor in charge: Shanghai GO Jiaju

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