Recently, a news that IKEA announced to give up its 70 year old paper product album was widely forwarded by people in the printing and cultural paper industry. The Finnish prime minister’s iPhone killed Nokia and the iPad killed the paper industry, which proved alarmist. But will digital media kill the cultural paper industry?
According to public information, in 1951, IKEA founder Ingvar Kamprad produced the first “IKEA Home Guide”. The cover of the earliest home guide was brown high back armchair. A total of 285000 copies were issued, each with 68 pages. The language was Swedish. In 2016, IKEA’s Guide reached its heyday with a total of 200 million copies distributed in 69 different versions and 32 languages, reaching more than 50 markets. It is also the most widely printed publication in the world.
In 1998, “IKEA guide” began to embrace the Internet, and the first special issue of “IKEA in the office” went online. Since 2000, IKEA has launched both paper and electronic versions of the IKEA guide.
IKEA’s paper catalogue peaked in 2016, when more than 200 million copies were distributed in more than 32 languages. Beiqing – Beijing headline reporter learned from IKEA that the printing quantity of IKEA paperboard catalogue in the world in fiscal year 2021 is 120 million.
In recent years, the printing volume of IKEA product catalog has been decreasing, and this year’s epidemic has affected IKEA’s sales strategy. After adjustment, they decided to focus on online sales. Since last year, IKEA’s website business has grown by 45% over the same period last year, and more than 4 billion people have visited IKEA’s website. After discovering the change of customers’ consumption habits, IKEA decided to increase the investment in online services and update its website and app, so that customers can have a better shopping experience.
“For customers and collaborators, IKEA guide is a publication that brings a lot of emotion, memories and happiness to them. For 70 years, it has been one of our most unique and iconic products, inspiring billions of people around the world. With the change of people’s reading habits and consumption behavior, our beloved home guide will also retire, which is actually a very natural process. To attract and interact with more people, Ikea will continue to inspire the public with our home solutions in new ways. ” Konrad gr ü SS, general manager of inter IKEA systems B.V.
IKEA has revealed that it will launch a memoir in the autumn of 2021 to commemorate the 70 year history of the paper catalogue. IKEA said the decision to say goodbye to the IKEA guide is closely linked to the ongoing transformation, which will make IKEA more digital and accessible. At the same time, in order to provide a better experience, IKEA has improved its digital services and launched new app applications to let consumers visit IKEA wherever they are.
Post time: Dec-10-2020