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Hello everyone. I’m Anna Pawlak-Kuliga, CEO of IKEA China.

人人好,我是宜家中国区的总裁安娜·库丽佳。

Three years ago, I got an opportunity to start to work in China as the CEO of IKEA Group China. By that time, I immediately realized it would be a unique opportunity. I was very excited and feel a great privilege and the responsibility because I know China is a very important market for IKEA, and one of the most rapidly growing countries in the retail industry. It is a very complex but exciting market. In my opinion, if we want to understand the world and consumer behavior, learn more about the cutting-edge approached, its ecology and potential from a different perspective, one must pass through China.

三年前的一天,我获得了一个到中国是情,担任宜家中国区的CEO的时机。我马上意识到,这将是一次绝无仅有的时机,我感应异常兴奋,同时责任重大。由于中国是宜家异常主要的市场,也是零售行业生长最为快速的国家之一,是一个很庞大同时也很激悦耳心的市场。在我看来,若是我们想从差异角度领会天下、领会消费者行为、领会前沿的零售市场和它的生态以及潜力,我们必须领会中国市场。

Technology innovation has profoundly transformed China's retail industry, setting it apart from the rest of the world. With means such as e-commerce, social media, mobile payment, community buying, gaming, short video and livestreaming shopping, China's retail sector continues to offer novel ways for consumers to purchase products. Over the past decade or so, China's total retail sales of consumer goods have reached record highs and the e-commerce market continues to grow. Some forecasts show that by 2021, China is expected to be the first country in the world where more than half of total retail sales are from online sales; meanwhile, leveraging artificial intelligence, big data research, and new consumption scenarios, China's retail industry continues to innovate and bring inspiration to the world.

手艺和创新改变了中国的零售业,他们将中国的零售业和天下其他地戋戋别开来。电子商务、社交媒体、数字支付、社区购置、游戏、短视频和直播销售,中国的零售业不停为消费者购置产物提供新颖的途径。已往十多年,中国社会消费品零售总额屡创新高,电子商务市场不停生长。有展望显示,2021年,中国有望成为天下上第一个零售总额的一半以上泉源于网上销售的国家;与此同时,中国的零售业仍在不停生长创新业态,人工智能、大数据研究、新消费场景……中国零售业的转变不停给天下带来启示。

My key driver in transforming IKEA is to make sure IKEA will be ready for the future. Throughout our history, IKEA has always been for the many and our vision is to create a better everyday life for the many people, and this has been driving us as a brand. In the more than 20 years since we entered the mainland China market in 1998, IKEA has had a rapid development in the China market, and we have participated in and witnessed the rapid development of the Chinese economy. At the same time, we have seen the role technology has played in China's development, we have seen changes in Chinese consumers' purchasing behavior, consumer ecology, and we have seen changes in their expectations for their life at home.

我来到中国的一个主要的义务是,首先我们要确保宜家的零售生态是面向未来生长的。从我们的历史来看,宜家一直是为民众服务的,我们的愿景是为民众缔造更美妙的一样平常生涯,这也是驱动我们最主要的动力。自1998年进入中国大陆市场20多年来,宜家在中国有着异常好的生长,我们介入并见证了中国经济的飞速生长。与此同时,异常主要的是,我们看到了科技在中国生长中起到的作用,我们看到了中国消费者购置行为、消费生态的转变,我们也看到了他们对家的期待的转变。

As a customer-centric company and as a home furnishing retailer, consumers' home wishes and their life at home are the starting point of everything we do. That's why two years ago, we launched the biggest transformation of IKEA in China, followed by a localized "Future+" strategy for the Chinese market to get closer to consumers.

作为一家以主顾为中央的公司,同时作为一个家居零售商,消费者的愿望和他们的家居生涯是我们所做的一切的起点。以是,两年前,我们启动了宜家在中国市场上最大的转型,为中国市场制订内陆化的“未来+”战略来加倍贴近消费者。

Over the past two years, as we actively drive forward "Future+" strategy, we delivered great change. We are ready to serve more consumers; we explore new store formats; we enhance our digital capabilities; and we utilized our expertise of the life at home, helping our customers realize their dream life at home. From there, we have gradually built an integrated omnichannel ecosystem with 36 offline touchpoints and 5 new online channels from 25 offline touchpoints in China. Our landed milestones including opening IKEA *** all-sized store in Shanghai Yangpu, IKEA city shop in Shanghai Jing’an, and customer remote support center, and we have also launched IKEA App, IKEA Tmall store and IKEA shoppable WeChat Mini-program. Through omnichannel services, we have expanded our service coverage from 100 million people to more than 1 billion people, we have transformed from a cash-and-carry model to a true omnichannel company, and we have built a very diverse ecosystem.

在已往的两年时间里,我们推动并实现了伟大的改变。我们为更多的消费者服务,我们不停探索全新的门店形式,我们增强数字化能力,我们成为主顾家居生涯服务专家,辅助他们更好地实现家居生涯梦想。我们在中国市场从拥有25个线下触点,逐渐搭建起拥有36个线下触点和5个全新线上渠道的完整的全渠道服务和生态系统。宜家小型店、宜家都会店、宜家购物App、宜家天猫旗舰店、宜家微信可购物小程序、客户远程支持中央等都是我们主要的里程碑。通过全渠道,我们的服务笼罩局限已经从1亿人扩展到笼罩10亿人,我们从现款生意自提回家的模式转变为真正的全渠道公司,我们构建了一个异常多样化的生态系统。

It has been a wonderful journey that has profoundly changed IKEA China. I am very proud to be part of this transformation that helps us better steer for the future. I’m also exceedingly happy that we are able to reach more Chinese consumers with our services and create wonderful experience and memories for customers who visit IKEA, no matter through online and offline touchpoints.

这是一个巧妙的历程,它深刻地改变了宜家。我异常幸运地成为这一转变的一部门,面向未来生长的一部门。能让我们的服务惠及更多的中国消费者,能让无论是在线上照样线下惠顾宜家的消费者都能获得美妙的体验是我们异常自豪和开心的事。

At the same time, as a forward-looking retailer, we have been thinking about how the future of retail will evolve. We are already digitalized, data-enabled, *** art and convenient. what is the next step for retail?

与此同时,作为一家面向未来生长的零售商,我们一直在思索,未来零售将会若何演变?在实现数字化、数据化、智能化、便捷化之后,零售的下一步是什么?

Today, in a world where there is abundant consumer goods and unprecedented purchasing convenience, what will be the future role of the store?

在物质极大厚实、商品获取空前便捷的今天,线下零售空间将饰演什么角色?

In today's world full of individualized needs, cultural and community diversity, should merchandising still be uniformed and standardized in the way it provides inspiration?

在个体个性化需求井喷、文化多元化社群化的今天,商品陈列提供灵感的方式是否还应该一模一样,尺度统一?

In a world where information is at your fingertips, rich and transparent, is interpersonal communication still central of retail?

在资讯触手可及、厚实透明的今天,人际间的交流是否照样零售的中央?

There is no doubt that for IKEA, the “key” to the future lies in the hands of consumers, as well as in the of every families’ real-life pursuit and dream of life at home. "People" were, are and will always be the "core" of retail.

毫无疑问,对于宜家来说,通向未来的钥匙掌握在消费者手中,也掌握在每一个真实家庭他们的真实生涯追求和梦想中。我们信托:“人“已往是,现在是,未来也是零售的”焦点“。

Over the past 20 years, Chinese homes have evolved from being purely functional to more emotionally driven spaces, and consumers have evolved from needing basic functionality to desiring spaces that are beautiful, welcoming and practical. Homes are no longer just a space to fill with furniture, they are places where consumers can express their personalities and realize their unique aesthetic preferences. Last year's COVID-19 outbreak has also accelerated the shift in expectations. Nowadays, consumers can no longer be classified as buyers—they are people with distinct lifestyles and increasingly diverse emotional, spiritual and material needs. They are not just consumers but explorers, expressers, and co-creators.

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已往的20多年里,中国消费者对于家的期待实现了从功效性到情绪性的转变:从对家具基础功效的需要,到对雅观与适用兼备的追求;从只思量用家具填满家的空间,到希望在家的空间里实现更多的情绪诉求,体现自己的个性与审美。去年疫情的发作,也加速了人人对于家的期待的转变。消费者早年是商品生意的买方和信息的被动吸收方,现在,他们是有着多样化生涯、情绪、精神、体验、物质需求的综合个体,他们既是零售历程中的买方,也是探索者、表达者和共创者。

Therefore, retail’s role is also shifting from meeting the rational needs of consumers to meeting the more emotional and spiritual needs of consumers. Today's commercial retail spaces should not just be a one-way exporter of culture and experience, or a place only sell products and services. They must become places where emotions and values merge, become platforms and venues for people to meet and have experiences rather than solely to serve as spaces where commodities circulate.

零售的角色,也因此,正在发生演变:从传统意义上对货物和场所举行设置以知足消费者的功效性需求,向知足消费者更多元化的情绪和精神性需求而转变。今天的商业零售空间,不应该只是文化和体验的单向输出者和售卖产物和服务的空间。它应在承载商品流通职能的同时,成为情绪和价值观交汇的地方,为人际间的碰撞、共识和交流提供平台和场所。

Technology is empowering the transforming and upgrading the retail industry, enabling better, more seamless, more integrated, more fluid experiences. New retail formats should be meeting real world trends, exploring richer, more relevant retail experiences, encouraging and inspiring more inclusive ways of life, community and communication, meeting diverse needs of the many people, enabling integration and innovation and remaining wholly people-oriented. In this way, retail spaces can still be meaningful, relevant and continue to be vibrant for a long time.

科技为零售赋能,助力零售行业转型升级,让更好的、更无缝的、更融合的、更流通的体验成为可能。宜家信托,在科技推动下,全渠道生态下角色各异的触点将相辅相成,配合缔造以人为本、情绪共识的零售。新形态的零售,应该探索更精准和厚实的零售体验营造,激励和启发更包容人多样化需求的生涯、社群及交流方式,真正做到融合创新、以人为本。云云,零售空间才气更有意义并 延续恒久的活力。

The new launched IKEA “Home Experience of Tomorrow” is the physical embodiment of IKEA's new retail concept, also the first ever of its kind in the world. People who are familiar with IKEA may know that it was remodeled from IKEA Shanghai Xuhui Store which also is IKEA’s first store in the China mainland market. For me personally, this store is very important and meaningful. Three years ago, the first thing on my first day at work, I came to visit Xuhui store. I observed how we served customers and how we worked. I heard a lot, I learned a lot, I understood a lot. It was a wonderful experience. At the same time, I also feel emotional as I knew that changes were about to happen here. I knew that creating a future-oriented retail space is one of the most important tasks for IKEA's transformation, and the Xuhui store will be an important witness to our continuous exploration and development.

而宜家践行这一新理念的载体就是我们前不久全新升级的宜家全球首家“未来家体验空间“。熟悉宜家的同伙可能知道,它是由宜家在中国大陆市场的第一家门店——宜家上海徐汇阛阓刷新而来。对我小我私人来说,这家店也十分有意义。三年前,在我履新的第一天,我做的第一件事就是观光那时的徐汇阛阓。我在店里感受了我们是若何服务主顾的,是若何事情的。我听取了许多想法,学习到了许多器械,我明晰了许多器械,这是一次异常美妙的履历。同时,我也知道,这里即将发生改变。打造一个面向未来的零售空间是宜家面向未来生长的主要义务之一,而徐汇店将是我们不停探索和生长主要见证。

In 1958, we opened the first IKEA store in Älmhult, Sweden. In 1998, we opened the first IKEA store in Shanghai, China. In 2021, we open the door to the future as we unveiled “Home Experience of Tomorrow”, marking a new chapter of IKEA's development in China.

1958年,我们在阿姆霍特开设第一家宜家阛阓。1998年,我们开设在中国大陆的第一家阛阓。2021年,我们在中国市场为中国民众揭开了面向未来家居生涯的全新阛阓的面纱,标志着宜家在中国生长的新篇章。

When I step in the new IKEA Xuhui store again three years later, it is reborn and have a new look. We are here to usher in a new retail experience in home furnishing. We provide Chinese consumers with an innovative, immersive, and trend-setting life-at-home experience, and offer a space for exploration and social co-creation.

三年后,当我再次踏入徐汇阛阓,它已经面目一新。我们在这里开启零售新模式,为中国消费者提供一个举世无双的、陶醉式的、引领潮水的的家居生涯体验和探索空间,以及社交共创的新场所。

The new “Home Experience of Tomorrow” vividly demonstrate a future-oriented “home” that constantly bring positive influence through the innovation and upgrade in spatial layout, shopping experience, interpersonal interaction, and sustainable practice. We have redesigned the shopping flow based on peoples’ at-home needs. We build up customizing living experience and exploration space to showcase emerging trends and future lifestyle possibilities, allowing you to experience and get enough inspiration from diverse gestures of life while shopping. More imaginative designs are reflected in our brand-new social sharing elements: three multi-functional squares, street foods, community hubs to dedicate more space for inspiration, fun and re-charge. We wish the brand-new “Home Experience of Tomorrow” will meet consumers' needs for self-expression in the limited space of their homes by offering an enhanced shopping experience and products designed to match their preferences. In addition, we hope to help build emotional connections between like-minded consumers by providing content and platforms for communication and co-creation.

全新的“未来家体验空间” 通过在空间结构、购物体验、人际互动方式和可延续实践方面创新升级,生动演绎了一个面向未来的、能够带来努力影响的 “未来家”。我们对购物蹊径举行了重新设计,以人人的真实居家生涯场景为基础,使消费者可以凭证需求直达响应商品区域。我们设置个性化的生涯体验和探索空间,充实连系潮水趋势和未来生涯方式,让来店的主顾体验到生涯的多样姿态,充实获取灵感。更多具有想象力的设计体现在我们全新的社交共享元素中,三大广场、小食站点、社区中央让消费者充实享受互动的兴趣、充电休息。我们期待全新的“未来家体验中央“可以知足消费者在有限的家的空间中自我表达的需求;通过提供交流、共创的内容和平台,辅助消费者与志趣相同的群体确立情绪的纽带。

During the journey to create the emotional connects with the many people, we also know that home is no longer only about the house we live in, the community and the environment are the bigger home we care about. To create more positive change in our communities and on the planet is also the trend we believe in. Sustainability is in IKEA’s DNA. To achieve the commitment of “Positive to the people and planet”, IKEA is continuously committed to providing inspiring products and solutions that support sustainable life at home, developing the climate-friendly circular economy and creating positive social impact for everyone along the entire value chain.

在我们不停与民众缔造情绪链接的同时,我们也意识到,“家”不再只是我们生涯的寓所,我们身处的社区,我们配合生涯的地球也是人们所体贴的更大局限的“家”。为社区和地球带来更多努力转变是事态所趋,而可延续生长也一直根植于宜家的基因。为了实现“益于人类益于地球”的可延续生长目的,宜家不停致力于提供支持可延续居家生涯的灵感产物息争决方案,生长天气友好的循环经济以及为整个价值链上的每小我私人缔造努力的社会价值。

You will find we have sustainable practices and exploration throughout our new “Home Experience of Tomorrow”. We are committed to environmentally friendly green operations, encourage emission-free travel, and take proactive steps to save water, energy and energy use. Shanghai is the first city in IKEA world to achieve zero emission delivery and now 90% of the customer delivery order are using EV solitons. We have established a new circular hub to provide more affordable products to help more people live a better life at home. At the same time, sustainable products podium, wall banners, sustainable tips, and sustainable food choices that are everywhere in the store will inspire and assist more consumers in making more sustainable choices in their daily lives. We hope that the “Home Experience of Tomorrow” will act as the sharing platforms to enable circularity in the local community, introducing new ideas in how to live a better and healthier life, within the limits of the planet.

因此,仔细的消费者不难发现,“未来家体验空间”将可延续实践和探索贯串始终。我们坚持环保绿色运营,激励绿色出行,在节水、节能、能源行使方面接纳努力措施。上海是宜家全球首个实现纯电动汽车配送的都会,而现在我们90%的主顾配送订单使用电动车配送。我们打造全新的可延续循环中央,提供更多价钱实惠的产物,辅助更多人过上更美妙的家居生涯。同时,在阛阓随处可见的可延续产物专属展示区、墙面口号、可延续小贴士、可延续的食物选择,都将启发和协助更多的消费者在一样平常生涯中做出更可延续的选择。我们希望“未来家体验空间”将作为一个共享平台,推动当地社区的循环事业,为若何行使有限的地球资源过上更美妙和更康健的生涯分享种种新理念。

Home is the most important place in the world. While the world of retail may continue to change and evolve, what remains constant for IKEA is our concern and curiosity for the many people's homes and daily lives. That's why we listen to our customers and understand what they need for their home life and what the future of home life will be. This is the foundation for IKEA to better serve Chinese consumers.

家,是天下上最主要的地方。零售的天下还将不停转变和演进,始终稳固的是宜家对民众家庭和一样平常生涯的体贴和洽奇。以是我们谛听主顾的意见,领会对他们家居生涯的需求以及未来家居生涯的趋势。这是宜家更好地服务中国消费者的基础。

The past year has been a year of dancing with changes. Home life has changed like never before, and people started to rethink the meaning of life at home and the relationship between people and the environment and the planet. IKEA wants to get into the details of the real home life of the Chinese public and support them in their home dreams. For this reason, IKEA China teamed up with experts from different fields inside and outside the industry to conduct in-depth interviews and quantitative research with pioneering home life enthusiasts in first- and second-tier cities across China, resulting in the launch of the first life at home trends report for the Chinese market.

已往一年,是与转变共舞的一年。我们的生涯发生了排山倒海的转变,我们最先重新审阅并反思自己的生涯,以及我们与自然和地球的关系。在这样的靠山下,宜家希望领会民众对于栖身真实的心声和需求,来辅助人人改善和更新自己的生涯。因此,宜家团结中国团结行业内外差异领域的跨界专家,深入天下一二线都会,与具有先锋意识的家居生涯兴趣者开展深度访谈并举行定量调研,最终推出了首个面向中国市场的家居生涯趋势洞察讲述——《家 为我而生》。

Among the 3 aspirations and 6 trends we identified in the report, we find that people are placing more emphasis on their physical and mental health and relationships with their families, exploring more suitable lifestyles and redefining their own homes. Chinese consumers are looking for new and different forms of value to improve their lives and homes and are looking forward to contributing to society and sustainability.

在讲述展现的3个期待和6个趋势中,我们发现,人们加倍重视身心康健与家人的关系,不停探索更适合自己的生涯方式,也重新界说属于自己的家——中国消费者正在为他们的家和一样平常生涯赋予全新的、差异形式的价值,也期待能为社会和可延续生长孝顺自己的气力。

In this fast-changing world, "living" has become a highly imaginative and inspiring social topic, and the format of "home" will change in response to people's emotions and needs. A better home life should not only be accessible, vary from person to person, but also fit to the new reality. IKEA has always focused on the needs of people, respected their lifestyles, and designed products and home solutions around their needs and lifestyles. We believe that in the future, the Chinese home will become more personalized and a place where people can explore and find answers. IKEA is a home furnishing brand that is committed to create value to the consumer, employees, and the planet. IKEA will always live to our vision to create a better everyday life for the many people.

在这个日新月异的当下,“栖身”已经成为一个极具想象力和引发力的社聚会题,“家“的形态,也随着人们情绪和需求而转变着。美妙的居家生涯应该是触手可及的、因人而异的,同时也是顺应新的现实的。宜家始终关注”人“的需求,尊重”人“的生涯方式,围绕着”人“的需求与生涯方式来设计产物,提供家居解决方案。信托未来的中国人的家里,也会变得加倍个性化,是一个可以让人人一直探索去寻找谜底的地方。作为一个致力于为消费者、员工和地球缔造价值的家居零售品牌,宜家将始终坚守我们的愿景,为民众缔造更美妙的一样平常生涯。

Thank you!

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