Many enterprises seize beach small store, this is not accidental phenomenon, there may be more enterprises to join the battlefield, after you in the community downstairs or shopping center in the case of home store, will be more and more common.

Ikea, meike, modern decoration, suning... Many home furnishing enterprises are exploring small stores in addition to big-box stores, trying to slim down, and cutting the huge and all-encompassing home furnishing big-box stores into several independent offline shopping scenes, so as to attract more potential consumers, control store opening costs, and promote the fragmentation of home furnishing consumption.

The latest news is that in 2020, ikea plans to open a small shopping mall in Shanghai, 8,500 square meters, located closer to consumers' work, life and shopping area. The selection will also be targeted at the characteristics of surrounding customers.

8500 square meters is a small mall? To most household building materials manufacturer or dealer will tell, this management area has been very big, after all, the big store in everybody's eye, often be below 5000 square metre. But for ikea, it's really a small store, because they used to have 40,000 square meters.

The general background is that ikea is adjusting its global strategy of opening new stores. It starts to explore small stores in addition to big stores, and tries to slim down. The large and all-inclusive home furnishing big stores are cut into several independent offline shopping scenes. Site selection is no longer limited to the suburbs, but to the central city.

According to daicai research, in 2015, it opened a mini store of less than 2,000 square meters in Canada. Through the small model room of the store, it showed the matching scheme to customers and asked them to order online in the store. In 2016 and 2017, ikea opened PUP stores (Pick Up & Order Point) with an area of about 1,800-3,000 square meters in wenzhou and Beijing.

The area of 3,000 square meters is only 1/16 of the traditional large stores, and there are about 2,500 kinds of products on display. Most of the products need to be ordered by the sales staff in the stores before they are picked up or delivered to the door.

Also in 2017, ikea launched a kitchen showroom store in Stockholm and a bedroom store in Madrid, both of which are part of the exploration of small downtown stores.

In 2018, ikea upgraded its PUP store in Beijing to a sales experience center. According to retail planet krypton, one of the most important changes in the upgraded experience center is to increase the number of small items from 250 to 600 and strip out the storage properties of the original PUP store. In addition, a home design center has been set up to provide customers with home consulting services.

Also in 2018, ikea opened a small store in London. The store is located in the central area of high-end furniture. It covers an area of about 400 square meters and only has a model room, such as a kitchen.

Also in 2018, ikea opened two pop-up "100 yuan stores" in the night market in Taiwan. They are located in the downtown area and cover an area of about 300 square meters. They sell frequently used and inexpensive small items to attract young people.

In April this year, ikea opened a small urban store on New York's upper east side. The location chosen by ikea is very golden. There is no pick-up area in the interior. There are only 3 sample rooms equipped with multiple computers for customers to use. The model room inside is also from a source, said to be a room that displays the standard layout of the Manhattan area after surveying homes there.

Also this year, ikea opened the world's smallest city-centre store in Sydney -- less than 100 square metres, with no warehouse and a focus on cooking supplies and smaller furniture.