From Illinois to follow the growth strategy of identifying opportunities to see innovative

China's furniture market, while competition in the rapidly expanding and very intense, Illinois with a short 10 years grown into a major furniture brands. This follows from the analysis of growth strategies start with Illinois, analyzed the sources of business opportunities for innovation and how to identify opportunities for innovation. In the last article, leads Illinois to grasp opportunities for innovation and inspiration for us.

Illinois's growth strategy to follow

Illinois founded in 1995, Xiao-Yan Shi, founder of interior design in the United States to study and come back after the first one is the import of furniture sales, followed by Ji design on their own learning experience, began to design, manufacture and sell its own brand of Illinois Furniture. In the beginning of the beginning of the design, Xiao-Yan Shi is also the imitation of foreign high-grade furniture, start with the beginning, and gradually had its own original designs, and with the ever increasing design team's lineup. The Illinois real development is the beginning of 2002. China's furniture market competition is fierce, because homogeneity is very obvious, the other manufacturers the ability of plagiarism is very strong, it soon encountered Illinois bottleneck in the development phase. After the year 2002, Xiao-Yan Shi found the strong expansion in China, IKEA, IKEA furniture to sell more than just a simple product, but a way of life. IKEA product line that is wide and deep, from the complete set of furniture to kitchen supplies to tens of thousands of home accessories, IKEA products through the development and function of the depth of unified layout of furniture design, forming a distinctive personality home store style.
Xiao-Yan Shi keen aware of the sale of a whole way of life will become mainstream consumers, which will determine the forms to follow the style of IKEA, and clearly "to be China's IKEA." Xiao-Yan Shi once said "the biggest advantage of IKEA in China is not the same format has competitors, I hope Iraq will become the consumers of Illinois in the second choice."
Of course, the product of Illinois is a different style and IKEA IKEA is taking the simple, practical, stylish Scandinavian style, but Illinois is taking the new post-classical and modern style. The former is a large consumer community will soon have just entered the young white-collar, and Illinois consumers more were detected in the already have the economic base and spending power, and the pursuit of their own unique taste and aesthetics of the middle class or even affluent .
From this point, Illinois can be said to follow the growth strategy was very successful, with the mainstream household consumption patterns different store models provide another simple style makes the Illinois product suddenly has great market potential. Here I am more willing to say that Illinois is "the second IKEA" instead of "China's IKEA."
Currently Illinois has opened in China, 12 large stores, the sale of items from furniture to lamps and other home accessories carpet. Gradually formed a home, furniture design, sales-driven retail enterprises large terminal group, the annual sales income of more than 300 million yuan.