Community-based operation

Yesterday, I went to IKEA for a stroll. When I saw people weaving, I thought about why. What is unique about IKEA is that it attracted so many people. Undoubtedly, in everyone's mind, IKEA represents a petty lifestyle. This is its biggest feature. How is this atmosphere created?CommunityOperation.

What is community-based operation? In my opinion, the so-called Community-based operation is that the store is not only a place to sell things, but also an integrated shopping place. Let's take a look at the layout of IKEA, which is roughly divided into the following areas: experience area, pick-up area, restaurant, and free food area. What are the benefits of doing so. The key point is that the experience area is divided into small families to deploy the exhibition area. You can see at a glance that the layout is good. It should be nice to put it in your own home. Look at the Xiangjiang home, sofa, coffee table, and bed next to it. It looks upscale, but it does not create a warm atmosphere and a feeling of home. IKEA is a free experience, while Xiangjiang home is daunting.

IKEA has become a culture and a place for communication. In the Children's area on the first floor, the children are happy to play, which is why even if everyone does not buy anything, they will go to Ikea to stay. IKEA has already become a community, not just a place to sell furniture.

If you are interested in something, you can take it directly in the experience area. For some large objects, you still need to pick up the goods in the pick-up area. The separation design ensures that consumers can best experience the IKEA culture.

The consumption power of Chinese people is still amazing at this stage. How to do a good job of guiding, transforming, and releasing everyone's consumption power should be taken into consideration in community-based operation.