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生产70年,宜家宣布停止出版宣传册

生产70年,宜家宣布停止出版宣传册

Phil Wahba 2020年12月08日
此举只是宜家为应对顾客消费习惯变化所做的改变。

宜家最标志性的产品宣传册就要退出历史舞台了。

本周一,这家瑞典家具零售商宣布2021年10月刊将成其宣传册绝版,长达七十余年来的宣传册历史也会就此终结。宜家表示,随着纸质阅读的需求减少,公司需要寻求更现代化的宣传手段,重新向消费者展示宜家家具。

宜家宣传册诞生于1951年,最早由瑞典语编成,第一期手册以MK高背椅为主打家具陆续寄往了瑞典南部28.5万个不同的家庭地址。2016年是宜家宣传册的鼎盛时期,其被译成32种语言发往50个主要国家,最多邮寄至2亿家庭。然而今时不同往日,今年宜家只发了4000万本宣传册。

“宣传册曾是我们尽心倾注的挚爱,但如今的宣传媒介及消费行为已经发生了巨变,翻过这一页往前走是一个自然而然的过程。”宜家全球特许经售机构国际宜家系统(Inter Ikea Systems)董事总经理康拉德•格鲁斯发表声明说道,格鲁斯称这一决定“虽感性,但理性”。

宜家在官方声明中表示,此举只是宜家为应对顾客消费习惯变化所做出的改变。显然,越来越多的顾客现在越来越习惯于线上购物。截至今年八月,宜家网站访问量已达40亿次,在线零售额同比增长了45%。由于疫情影响,越来越多的消费者开始重视家居装潢。

没有了宣传册,宜家明年依然会推出一些精简的宣传制品,包括室内装潢方面。

当然,停止出版宣传册也可能会受到一些怀旧顾客的抵制。十年前,另一家百货公司杰西潘尼(J.C. Penney)就曾因下架品牌杂志遭受过大量反对意见及销售额冲击,后来该公司在2015年重新恢复出版,但在短暂的回归后最终还是放弃了。

无独有偶,仍有不少的消费者仍然受用于传统的品牌宣传册,也仍有很多品牌方还在坚持出版,其中就包括豪华家居零售商RH、百货公司诺德斯特姆(Nordstrom)等等。一些年轻的电商公司亦有传统宣传。

但总的来说,宣传册模式的营销方案早已不再新鲜。据《大西洋月刊》春季报道,2007年是美国杂志邮寄高峰,邮寄量大190亿份,但该数值到2018年已降至115亿。(财富中文网)

编译:陈怡轩

宜家最标志性的产品宣传册就要退出历史舞台了。

本周一,这家瑞典家具零售商宣布2021年10月刊将成其宣传册绝版,长达七十余年来的宣传册历史也会就此终结。宜家表示,随着纸质阅读的需求减少,公司需要寻求更现代化的宣传手段,重新向消费者展示宜家家具。

宜家宣传册诞生于1951年,最早由瑞典语编成,第一期手册以MK高背椅为主打家具陆续寄往了瑞典南部28.5万个不同的家庭地址。2016年是宜家宣传册的鼎盛时期,其被译成32种语言发往50个主要国家,最多邮寄至2亿家庭。然而今时不同往日,今年宜家只发了4000万本宣传册。

“宣传册曾是我们尽心倾注的挚爱,但如今的宣传媒介及消费行为已经发生了巨变,翻过这一页往前走是一个自然而然的过程。”宜家全球特许经售机构国际宜家系统(Inter Ikea Systems)董事总经理康拉德•格鲁斯发表声明说道,格鲁斯称这一决定“虽感性,但理性”。

宜家在官方声明中表示,此举只是宜家为应对顾客消费习惯变化所做出的改变。显然,越来越多的顾客现在越来越习惯于线上购物。截至今年八月,宜家网站访问量已达40亿次,在线零售额同比增长了45%。由于疫情影响,越来越多的消费者开始重视家居装潢。

没有了宣传册,宜家明年依然会推出一些精简的宣传制品,包括室内装潢方面。

当然,停止出版宣传册也可能会受到一些怀旧顾客的抵制。十年前,另一家百货公司杰西潘尼(J.C. Penney)就曾因下架品牌杂志遭受过大量反对意见及销售额冲击,后来该公司在2015年重新恢复出版,但在短暂的回归后最终还是放弃了。

无独有偶,仍有不少的消费者仍然受用于传统的品牌宣传册,也仍有很多品牌方还在坚持出版,其中就包括豪华家居零售商RH、百货公司诺德斯特姆(Nordstrom)等等。一些年轻的电商公司亦有传统宣传。

但总的来说,宣传册模式的营销方案早已不再新鲜。据《大西洋月刊》春季报道,2007年是美国杂志邮寄高峰,邮寄量大190亿份,但该数值到2018年已降至115亿。(财富中文网)

编译:陈怡轩

Ikea’s legendary telephone book–size catalog is no more.

The Swedish furniture retailer said on Monday that the 2021 catalog it published in October would be its last, putting the kibosh on a central marketing tool Ikea has used to great success for 70 years. Ikea cited declining use of the catalog and the need for a more modern way to showcase its wares to customers.

The first Ikea catalog was released in Swedish in 1951, featuring the MK Wing Chair, and was sent to 285,000 addresses in southern Sweden. At its peak, only four years ago, the Ikea catalog was sent to 200 million homes in 50 markets and in 32 languages. But it only produced 40 million of them this year.

“Turning the page with our beloved catalog is in fact a natural process since media consumption and customer behaviors have changed,” said Konrad Grüss, a managing director at the retailer’s worldwide franchisor, Inter Ikea Systems, in a statement. Grüss called the decision “emotional but rational.”

Ikea said in its announcement that the move simply reflects how shopping has changed, with people browsing online much more than before: In its most recent fiscal year, ended in August, Ikea’s online retail sales increased by 45% worldwide, spurred by 4 billion visits to its website. The current pandemic has fueled that growth as consumers worldwide focus more on their homes.

The company will produce some much smaller print items, including one focused on home furnishings, next year.

Doing away with catalogs can be met with resistance from shoppers who like their traditions. When J.C. Penney did away with its “Big Book” catalog a decade ago, it faced some backlash and a bigger hit to sales than it had expected. Penney brought the Big Book back briefly in 2015 only to abandon it again.

For many consumers, the catalogs remain popular. RH, previously known as Restoration Hardware, continues to issue its mammoth versions: Last year, one of its mailings exceeded 700 pages. Other retailers—notably Nordstrom, Patagonia, and Crate and Barrel—publish them too. Some younger Internet companies are also getting in on the action, including Wayfair and Bonobos.

Still, on the whole, catalogs have lost much of their appeal among marketers: The Atlantic this spring reported that the number of catalogs mailed in America had peaked at 19 billion in 2007, and by 2018 had fallen to about 11.5 billion.

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