The new store on Douyin will offer over 6,500 products across 179 categories. According to the company, the initial delivery network covers 301 cities throughout China. The initiative is a way for Ikea to meet the growing trend where entertainment, inspiration and commerce merge on digital platforms.
People in China are increasingly moving between inspiration, discovery and shopping in ways that are closely connected and digital. Douyin gives us an opportunity to meet people in a new context, learn what works and make Ikea more accessible. It’s not just about adding another sales channel, but about understanding how we can become part of people’s everyday lives in new ways, says Lydia Song, Acting CEO and Group President of Ikea China.
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The investment in Douyin complements Ikea's existing presence in China, which currently consists of physical stores, its own e-commerce and app, as well as stores on platforms such as Wechat and Tmall. Last summer, the company took a similar step by opening a flagship store on e-commerce giant JD.com.
The digital expansion is happening at the same time as Ikea has reviewed its physical presence in the market. Earlier this year, Ehandel.se reported that Ikea closed seven of its large stores in China due to the local real estate crisis, in order to shift resources towards digital channels and smaller store formats.
Retail is increasingly about being present where and when people want to meet us. What is particularly interesting about platforms like Douyin is the opportunity to learn. They help us understand how inspiration, interaction and commerce are approaching each other, and what that may mean for how we continue to develop our omnichannel experience, says Parag Parekh, CDO at Ikea Retail.