宜家中国总裁兼首席可持续发展官 安娜·库丽佳：未来零售和生活趋势

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

大家好，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，我得到了一个到中国工作，担任宜家中国区的CEO的机会。我立刻意识到，这将是一次绝无仅有的机会，我感到非常兴奋，同时责任重大。因为中国是宜家非常重要的市场，也是零售行业发展最为快速的国家之一，是一个很复杂同时也很激动人心的市场。在我看来，如果我们想从不同角度了解世界、了解消费者行为、了解前沿的零售市场和它的生态以及潜力，我们必须了解中国市场。

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.

技术和创新改变了中国的零售业，他们将中国的零售业和世界其他地区区别开来。电子商务、社交媒体、数字支付、社区购买、游戏、短视频和直播销售，中国的零售业不断为消费者购买产品提供新颖的途径。过去十多年，中国社会消费品零售总额屡创新高，电子商务市场不断发展。有预测显示，2021年，中国有望成为世界上第一个零售总额的一半以上来源于网上销售的国家；与此同时，中国的零售业仍在不断发展创新业态，人工智能、大数据研究、新消费场景……中国零售业的变革不断给世界带来启示。

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.

我来到中国的一个重要的任务是，首先我们要确保宜家的零售生态是面向未来发展的。从我们的历史来看，宜家一直是为大众服务的，我们的愿景是为大众创造更美好的日常生活，这也是驱动我们最重要的动力。自1998年进入中国大陆市场20多年来，宜家在中国有着非常好的发展，我们参与并见证了中国经济的飞速发展。与此同时，非常重要的是，我们看到了科技在中国发展中起到的作用，我们看到了中国消费者购买行为、消费生态的变化，我们也看到了他们对家的期待的变化。

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.

作为一家以顾客为中心的公司，同时作为一个家居零售商，消费者的愿望和他们的家居生活是我们所做的一切的出发点。所以，两年前，我们启动了宜家在中国市场上最大的转型，为中国市场制定本地化的“未来+”战略来更加贴近消费者。

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 small-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.

在过去的两年时间里，我们推动并实现了巨大的改变。我们为更多的消费者服务，我们不断探索全新的门店形式，我们增强数字化能力，我们成为顾客家居生活服务专家，帮助他们更好地实现家居生活梦想。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、宜家城市店、宜家购物App、宜家天猫旗舰店、宜家微信可购物小程序、客户远程支持中心等都是我们重要的里程碑。通过全渠道，我们的服务覆盖范围已经从1亿人扩展到覆盖10亿人，我们从现款交易自提回家的模式转变为真正的全渠道公司，我们构建了一个非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.

这是一个奇妙的过程，它深刻地改变了宜家。我非常荣幸地成为这一转变的一部分，面向未来发展的一部分。能让我们的服务惠及更多的中国消费者，能让无论是在线上还是线下光顾宜家的消费者都能获得美妙的体验是我们非常自豪和开心的事。

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, smart and convenient. what is the next step for retail?

与此同时，作为一家面向未来发展的零售商，我们一直在思考，未来零售将会如何演变？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?

在物质极大丰富、商品获取空前便捷的今天，线下零售空间将扮演什么角色？

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千篇一律，标准统一？

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、丰富透明的今天，人际间的交流是否还是零售的中心？

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活追求和梦想中。我们相信：“人“过去是，现在是，未来也是零售的”核心“。

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.

过去的20多年里，中国消费者对于家的期待实现了从功能性到情感性的变化：从对家具基础功能的需要，到对美观与实用兼备的追求；从只考虑用家具填满家的空间，到希望在家的空间里实现更多的情感诉求，体现自己的个性与审美。去年疫情的爆发，也加速了大家对于家的期待的转变。消费者从前是商品交易的买方和信息的被动接收方，如今，他们是有着多样化生活、情感、精神、体验、物质需求的综合个体，他们既是零售过程中的买方，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进行配置以满足消费者的功能性需求，向满足消费者更多元化的情感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品和服务的空间。它应在承载商品流通职能的同时，成为情感和价值观交汇的地方，为人际间的碰撞、共鸣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、更流畅的体验成为可能。宜家相信，在科技推动下，全渠道生态下角色各异的触点将相辅相成，共同创造以人为本、情感共鸣的零售。新形态的零售，应该探索更精准和丰富的零售体验营造，鼓励和启发更包容人多样化需求的生活、社群及交流方式，真正做到融合创新、以人为本。如此，零售空间才能更有意义并 延续长久的活力。

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“。熟悉宜家的朋友可能知道，它是由宜家在中国大陆市场的第一家门店——宜家上海徐汇商场改造而来。对我个人来说，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参观当时的徐汇商场。我在店里感受了我们是如何服务顾客的，是如何工作的。我听取了许多想法，学习到了很多东西，我理解了很多东西，这是一次非常美妙的经历。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发展的重要任务之一，而徐汇店将是我们不断探索和发展重要见证。

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商场。1998年，我们开设在中国大陆的第一家商场。2021年，我们在中国市场为中国大众揭开了面向未来家居生活的全新商场的面纱，标志着宜家在中国发展的新篇章。

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，当我再次踏入徐汇商场，它已经焕然一新。我们在这里开启零售新模式，为中国消费者提供一个独一无二的、沉浸式的、引领潮流的的家居生活体验和探索空间，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” 通过在空间布局、购物体验、人际互动方式和可持续实践方面创新升级，生动演绎了一个面向未来的、能够带来积极影响的 “未来家”。我们对购物路线进行了重新设计，以大家的真实居家生活场景为基础，使消费者可以根据需求直达相应商品区域。我们设置个性化的生活体验和探索空间，充分结合潮流趋势和未来生活方式，让来店的顾客体验到生活的多样姿态，充分获取灵感。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、社区中心让消费者充分享受互动的乐趣、充电休息。我们期待全新的“未来家体验中心“可以满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，帮助消费者与志趣相同的群体建立情感的纽带。

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.

在我们不断与大众创造情感链接的同时，我们也意识到，“家”不再只是我们生活的居所，我们身处的社区，我们共同生活的地球也是人们所关心的更大范围的“家”。为社区和地球带来更多积极变化是大势所趋，而可持续发展也一直根植于宜家的基因。为了实现“益于人类益于地球”的可持续发展目标，宜家不断致力于提供支持可持续居家生活的灵感产品和解决方案，发展气候友好的循环经济以及为整个价值链上的每个人创造积极的社会价值。

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，细心的消费者不难发现，“未来家体验空间”将可持续实践和探索贯穿始终。我们坚持环保绿色运营，鼓励绿色出行，在节水、节能、能源利用方面采取积极措施。上海是宜家全球首个实现纯电动汽车配送的城市，而现在我们90%的顾客配送订单使用电动车配送。我们打造全新的可持续循环中心，提供更多价格实惠的产品，帮助更多人过上更美好的家居生活。同时，在商场随处可见的可持续产品专属展示区、墙面标语、可持续小贴士、可持续的食品选择，都将启发和协助更多的消费者在日常生活中做出更可持续的选择。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，为如何利用有限的地球资源过上更美好和更健康的生活分享各种新理念。

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，是世界上最重要的地方。零售的世界还将不断变化和演进，始终不变的是宜家对大众家庭和日常生活的关心和好奇。所以我们倾听顾客的意见，了解对他们家居生活的需求以及未来家居生活的趋势。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.

过去一年，是与变化共舞的一年。我们的生活发生了翻天覆地的变化，我们开始重新审视并反思自己的生活，以及我们与自然和地球的关系。在这样的背景下，宜家希望了解大众对于居住真实的心声和需求，来帮助大家改善和更新自己的生活。因此，宜家联合中国联合行业内外不同领域的跨界专家，深入全国一二线城市，与具有先锋意识的家居生活爱好者开展深度访谈并进行定量调研，最终推出了首个面向中国市场的家居生活趋势洞察报告——《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.

在报告揭示的3个期待和6个趋势中，我们发现，人们更加重视身心健康与家人的关系，不断探索更适合自己的生活方式，也重新定义属于自己的家——中国消费者正在为他们的家和日常生活赋予全新的、不同形式的价值，也期待能为社会和可持续发展贡献自己的力量。

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，“居住”已经成为一个极具想象力和激发力的社会议题，“家“的形态，也随着人们情感和需求而变化着。美好的居家生活应该是触手可及的、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“的生活方式，围绕着”人“的需求与生活方式来设计产品，提供家居解决方案。相信未来的中国人的家里，也会变得更加个性化，是一个可以让大家不停探索去寻找答案的地方。作为一个致力于为消费者、员工和地球创造价值的家居零售品牌，宜家将始终坚守我们的愿景，为大众创造更美好的日常生活。

Thank you!

谢谢大家！