Ikea plans to deepen mkt presence in nation

The China International Import Expo continues to serve as a vital platform for business opportunities and relationship building, the top executive of Ikea China said.

The Swedish furniture retailer, which is set to deepen its presence in the Chinese market, showcased its latest innovations at the just-concluded eighth CIIE in Shanghai.

"We are old friends with CIIE, and this marks our eighth consecutive year of participation," said Pontus Erntell, Ikea China president and chief sustainability officer, in an exclusive interview with China Daily during the expo. "CIIE is a highlight for us in the year. It's a place of opportunity where we can get together, meet up, and build relations."

Under the theme "Home is more than you think", Ikea's booth this year reflected the shift in Chinese consumers' perspectives on home living. "People are looking for a broader sense of value, including value for time, social value and sustainability value," Erntell said. "The focus has shifted to immediate, practical improvements in daily life, with meaningful moments at home leading the way to a better life."

This evolving consumer mindset was seen in Ikea's elderly care solutions, now in its second year of display at CIIE. The exhibition showed six different living situations demonstrating accessible living spaces, featuring the new Basingen range with innovative items such as a dual-purpose towel rail and handrail product.

"We've discovered more similarities than differences in how people want their homes to function, regardless of age," he noted, citing how products like high-back sofas appeal to multiple generations while meeting specific requirements.

China's strategic importance to Ikea has been demonstrated through numerous China-inspired products gaining global traction, according to the president. The Fossta Chinese New Year collection, which debuted at the CIIE this year, has expanded from a China-specific range to an international hit, with over 400,000 pieces sold internationally last year, including in Singapore and Germany.

The company's innovation initiatives stemming from China have also expanded.

Following last year's announcement at the CIIE of the Ingka group retail development center, several projects have scaled up. Two home designs conceived and developed in China using 3D and AI technology have also been implemented globally.

Looking ahead, Ikea's growth strategy in China rests on three pillars: product and service offering, customer engagement and sustainability, according to Erntell.

With a complete value chain in China, the company is continuously expanding its digital and physical presence while maintaining competitive pricing and promoting sustainable living solutions.