全球经销商宜家,2002年销售110亿美元。宜家进入中国之前,作过全面调查,“先进中国,还是先进日本?”最后结论是,“日本人已经拥有生活中绝大多数的好东西,而中国正迈向美好的未来!”首先选择了中国。5年前,宜家不远万里,飘洋过海,从北欧来到中国的北京和上海。几年来,宜家在中国的生意火爆。2001年在中国销售5亿元。宜家抢占中国,采取以下5种模式:设办事处、设商务代表处、开商场、开采购中心、投资建厂。宜家进入中国开了两家店后,又分别在香港、上海、深圳、青岛、北京等设办事处。宜家创始人,77岁的美格先生预测:“未来中国的中产阶级比例将达到20%,那将是又一个欧洲市场”。宜家在全球的65个国家设有工厂,有2500多家供货商,前5名分别是中国、瑞典、波兰、意大利、德国。宜家在亚洲 IKEA, a worldwide distributor, sold 11 billion U.S. dollars in 2002. Before Ikea’s entry to China, I conducted a thorough investigation, “Advanced China, or Advanced Japan?” The conclusion was that “the Japanese have already had the vast majority of good things in life, and China is moving toward a bright future!” “First chose China. Five years ago, IKEA traveled miles across the sea from northern Europe to China’s Beijing and Shanghai. In recent years, IKEA business in China is hot. 2001 sales of 500 million yuan in China. IKEA to seize China, to take the following five models: set up offices, set up business offices, open a mall, purchasing centers, invest and build factories. After IKEA opened two stores in China, it also set up offices in Hong Kong, Shanghai, Shenzhen, Qingdao and Beijing respectively. IKEA founder and 77-year-old Mr. Meg predicts: ”In the future, China’s middle class will reach 20%, and that will be another European market." IKEA has factories in 65 countries around the world with more than 2,500 suppliers, the top five being China, Sweden, Poland, Italy and Germany. IKEA in Asia