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  • (lighthearted music)

  • - You know they don't tell you, "Don't lay on the bed."

  • You're supposed to lay on the bed.

  • - [Narrator] If you've ever visited an Ikea,

  • you've likely encountered

  • their store's endlessly winding floor plan.

  • This layout can be confusing, but that is by design.

  • Ikea may be the biggest furniture retailer on the planet

  • but it's certainly not conventional.

  • The Swedish furniture giant asks its customers

  • to build their own products

  • and it stores and distributes those products

  • in minimalist flat packed boxes.

  • So, how have these retail strategies,

  • as well as their famous Swedish meatballs

  • contributed to the company's runaway success?

  • This is the economics of Ikea,

  • a look at the innovative business practices

  • that have transformed modern life.

  • - [Sarah] When you step into an Ikea,

  • you immediately sort of are put into this maze like

  • path of different rooms.

  • - [Narrator] Ikea's store layout is a fixed path design

  • which means there's a designated road

  • that all customers must follow

  • that guides you through the store in one direction.

  • - [Sarah] It's not a grab a carton of milk

  • and get out kind of store, it's the opposite of that.

  • It's very much set up to spend a day,

  • think about rooms you know, dream about what you really want

  • your bedroom to look like.

  • - [Narrator] The floor plan of most Ikea stores

  • resembles a maze that curves about every 50 feet

  • to keep customers curious about what comes next.

  • Since an average Ikea store is around 300,000 square feet

  • or five American football fields,

  • that means a lot of walking.

  • - An Ikea is to some frustratingly winding

  • but really it's laid out as an experience

  • to get you to buy more.

  • (drill buzzing)

  • - [Narrator] Ikea is famous

  • for putting its customers to work.

  • Unlike most furniture retailers

  • that sell products preassembled, many of Ikea's pieces

  • have to be built by their customers.

  • But why?

  • As many couples and their therapists will know

  • building your own Ikea cabinet can be challenging.

  • - The big idea behind the Ikea effect is

  • consumers are more attached to have more positive feelings

  • towards objects or things that we've put effort into.

  • And that we actually think

  • that they're more valuable because of that.

  • - [Narrator] The term Ikea effect was first coined in 2011

  • by researchers who noticed a similar phenomena

  • in other products and businesses.

  • When instant cake mixes were first introduced in the 1950s

  • they didn't sell well.

  • - And then they said, "Let's add a fresh egg."

  • It was this idea that we wanna feel

  • like we're just participating enough to not feel guilty

  • about taking a shortcut.

  • - [Man] When you make a cake from a mix which do you want?

  • A fresh egg cake or a cake made with dried eggs?

  • A higher, lighter, tastier cake, why fresh eggs of course.

  • - The idea that we should love building products

  • isn't necessarily what Ikea intended.

  • - [Narrator] If you've ever shopped at one of Ikea's

  • massive warehouse stores

  • you're likely aware of the unconventional product names

  • but what you may not realize is that in creating these items

  • Ikea sometimes comes up with the price tag first.

  • - So we have a classic example that they could talk

  • about all the time is the $1 light bulb.

  • But they had this idea that a $1 LED light bulb,

  • you know this new type of light bulb

  • would be hard to achieve, but if they could achieve it,

  • lots of people would buy LED light bulbs.

  • So they just sort of designed backward

  • with the price point in mind.

  • - [Narrator] That obsession with low prices

  • is a large part of why Ikea is the world's

  • largest furniture retailer.

  • Today, Ikea has 445 stores operating in 52 countries.

  • - You know obviously if you go into a student dorm room,

  • you're gonna find a lot of Ikea,

  • but you'll also find some Ikea products

  • in a wealthy person's home.

  • And that's really what they're going for.

  • - [Narrator] Today, Ikea is the very definition

  • of mass market appeal, but when the company first began

  • as a Swedish mail order business in 1943,

  • well-designed furniture tended to be expensive.

  • And as a result out of reach for most,

  • or seen as a serious long-term investment.

  • Ingvar Kamprad, who founded the company as a teenager,

  • pushed forward the idea that furniture could be flat packed

  • to massively reduce the cost of shipping and transportation.

  • - So flat packing is really the largest arguably

  • Ikea invention that really led to the company's growth.

  • And the idea is that instead of buying, you know,

  • a piece of furniture I'll put together, it's deconstructed

  • into a flat pack, where you can fit more in a truck.

  • You can fit more in the Ikea warehouse

  • and you can also get it in your car.

  • And the trade-off is you know

  • you put it together at the end.

  • - [Narrator] Flat packing is a practical aspect

  • of the philosophy that has long guided Ikea's success

  • called democratic design.

  • - It's this idea that everything is imbalanced

  • both price, form, function, the aesthetic,

  • the sustainability.

  • - [Narrator] This vision

  • to create a better everyday life for the many people

  • was sent forth more than 30 years ago by Kamprad

  • in a manifesto now presented to every Ikea employee.

  • - And they talk about it almost religiously,

  • and fundamentally it's this idea

  • that when designing a product they think about

  • it can't just be really cool looking,

  • it can't just be functional,

  • it has to be all of those things.

  • - [Narrator] So despite the long shopping trips

  • and the DIY, customers can't seem to get enough of Ikea.

  • Perhaps it's as simple as labor leaves to love.

  • (lighthearted music)

(lighthearted music)

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IKEA 的行銷策略:為什麼自己動手做這麼受歡迎(The Economics of IKEA: Why Does Labor Lead to Love? | The Economics Of | WSJ)

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    Kelly Lin 發佈於 2022 年 09 月 07 日
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