BUSINESS / INVESTMENT
Why IKEA Entered Douyin: Meeting Customers Before They Search for Furniture
IKEA opened its official store on China's Douyin on October 11. Examining its entry into JD.com and Beijing's small-format store cases, this article analyzes the informational, logistical, and service conditions required to connect expanded product discovery with profitable orders.
The moment a person looking to buy furniture visits a store is different from the moment they watch short videos without any immediate purchase plans. IKEA's shift into Douyin e-commerce is an attempt to place a new sales touchpoint between these two moments.…
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