The growth of the furniture market in China was expected to continue over the next years. Cities like Guangzhou, Shanghai, and Beijing were traditionally considered to be the top target markets in China for high-end products because of their heavy concentration of middle-class consumers. IKEA entered China in 1998 with its first store in Shanghai and soon after another store in Beijing in 1999. Although it represented a huge opportunity for IKEA, it also came with a difficulty as in the Chinese market shows significant cultural and demographic differences embedded in its strong millennial cultural heritage. IKEA turned its attention to China in the late 90s when the Chinese market was booming with growing middle-class.
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