宜家挑战者  

IKEA's New Challenger

作　　者：昝慧昉 史小兵 

出　　处：《中国企业家》2013年第10期90-94,90+13,共5页China Entrepreneur

摘　　要：蓝黄两色相间的门脸，装修简单，一侧墙壁上，由上至下排列着“嘉宜美”三个蓝色大字。找到这家位于牡丹江市阳明街阳明三路的嘉宜美首店并不容易。它不临街，被一座家居城挡在身后，从路口看不到明显的招牌。即使从门前经过，人们也很难把它跟宜家联系在一起。但走进店里，熟悉宜家的客人会迅速察觉到这里透出一股“山寨宜家”的味道。在这个颇有些简陋的空间里，卖的居然是跟宜家一模一样的家具、摆饰，The OEM factory that once worked for IKEA have begun to establish their own brand and is looking to use e-commerce as means to catch up to IKEA. This 'revolution' has disrupted the supply chain balance of many multi-nationals in China. With its yellow and blue main entrance and simply designed interior,JoyMe's first store is located in Mudanjiang City, Heilongjiang Province.Walking into the store,those familiar with IKEA will have the impression that they've entered into a 'pirated version' of IKEA,as rudimentary displays have the exact same furniture found in IKEA.Despite these similarities, product lines are limited,and the store lacks IKEA's attention to detail and customer experience. However,the JoyMe founders say they have yet to realize their ideal version of the store.

关 键 词：宜家 挑战者 牡丹江市 招牌 客人 

分 类 号：F717.6[经济管理—产业经济]