90后们注意了!很快我们可以把“宜家”租回家

原标题:90后们注意了!很快我们可以把“宜家”租回家

  宜家家居在本月初宣布,宜家(IKEA)将在全球主要市场推出家具租赁业务。该集团今年2月首次表示,正考虑租赁其办公桌、床和沙发。早在2017年,宜家就在德国卡尔斯特(Kaarst)开设了首家“可持续”门店。当地时间4月3日,宜家在该门店举办的一场活动中详细阐述了未来的家具租赁业务计划。

宜家集团所属母公司Ingka Group首席执行官布罗丁(Jesper Brodin)表示,促使宜家进行租赁试点的原因之一是,照顾到频繁搬家又不想每次都更换新家具的消费者。“许多消费者更频繁地换房子,但每次搬家都买不起新家具。”

另一方面,推出家具租赁业务也是出于对环保主义的考量。宜家的调查结果显示,90%的顾客愿意改变自己购买家具的消费习惯,尽管大多数人不知道如何改变。

自2017年接任宜家首席执行官以来,布罗丁一直在努力改革宜家的商业模式以应对气候变化、电子商务的兴起,以及那些不再有时间或精力驾驶汽车前往宜家门店的顾客。

宜家首席财务官朱文西奥·迈兹图(Juvencio Maeztu)表示,租赁符合宜家的三大战略目标:更实惠、更方便、更环保。他指出,从音乐到汽车,年轻人越来越形成租赁的习惯了。

宜家不是唯一产生租赁家具想法的企业。标榜花小钱租华服的“伸展台租衣网”(Rent the Runway)上月表示,将与Williams-Sonoma公司旗下的West Elm品牌合作,允许用户租用家居装饰。该平台此前只出租设计师服装和配饰。

宜家去年的全球销售额为390亿欧元(约2950亿人民币)。到2020年,宜家将在其30个国家和地区推出一系列家具租赁服务,以便产品在回收之前尽可能多地重复使用。该公司已经承诺,到2030年,其所有产品都将使用可再生和回收材料,并设计所有产品进行再利用、修复和回收。2018年,该公司处理了100万份修理产品的备件订单。

宜家可持续发展主管皮娅·海登马克(Pia Heidenmark)表示,家具租赁测试还将让宜家了解其产品的耐久性,并将反馈给设计师。

据介绍,目前在荷兰,宜家已经在为学生提供床、书桌和椅子的租赁服务,单件月租金最高约30欧元(约合226人民币),而在瑞典和瑞士,宜家正考虑向企业提供办公家具。

布罗丁还强调了另一个战略转变,他表示,希望在未来5年内,在宜家排名前30位的城市提供方便、24小时的宜家门店服务。

宜家(IKEA)刚刚在伦敦东南部的格林威治(Greenwich)开设了一家新店,并准备在巴黎市中心和莫斯科增设门店。迈兹图表示,“在纽约、伦敦、巴黎、柏林、马德里、巴塞罗那、东京、上海、孟买,我们将来会看到更多这样的中型宜家商店。”

迈兹图还表示,宜家计划将TaskRabbit拓展到更多的市场,并正在寻找其他类似的收购或合作机会。TaskRabbit是宜家于2017年收购的一家从事家具组装等零工的美国在线电商平台。

IKEA to test furniture rental in 30 countries

IKEA wants to roll out furniture rental to all its main markets in a bid to appeal to its increasingly environmentally conscious and transient customers.?Ikea first said it was looking into leasing its desks, beds and sofas in February. It fleshed out its plans on Wednesday at an event held at its first "sustainable" store in Kaarst, western Germany, opened in 2017.

The rental pilot was driven by a recognition that many consumers change homes more frequently but can"t afford new furniture every time they move, Jesper Brodin, chief executive of Ingka Group, which owns most IKEA stores, told Reuters.

It is also motivated by environmentalism, with IKEA surveys showing that 90 percent of its customers are ready to change their behavior, even if most don"t know how to do that.

Since taking over as CEO in 2017, Brodin has led efforts to overhaul the IKEA business model to respond to climate change, the rise in ecommerce and customers who no longer have the time or the cars to drive to its out-of-town stores.

Rental meets IKEA"s three main strategic tives: being more affordable, more convenient and looking after planet, said IKEA finance chief Juvencio Maeztu, noting that young people increasingly expect to rent anything from music to cars.

Rent the Runway, which has previously only rented out designer apparel and accessories, said last month it will partner with Williams-Sonoma Inc"s West Elm brand to allow subscribers to rent home decor.

IKEA, which had global sales of 39 billion euros ($44 billion) last year, will test a range of subtion-based leasing offers in all 30 of its markets by 2020 so products are reused as often as possible before being recycled.

It had already committed to make all its products from renewable and recycled materials by 2030 and also to design all its products to be reused, repaired and recycled. In 2018 it handled 1 million orders for spare parts to repair products.

The rental tests will give IKEA insights into the durability of its products that it will feed back to designers, who are already working to make furniture that is easier to dismantle and move, said Pia Heidenmark, IKEA sustainability chief.

In the Netherlands, IKEA is offering students the rental of a bed, desk, table and chairs for a monthly fee of up to 30 euros ($33.68), while in Sweden and Switzerland it is looking into providing office furniture to companies.

Brodin also highlighted another strategic shift, saying he wants to provide convenient, round-the-clock access to IKEA stores in the company"s top 30 cities in the next five years.

IKEA has just opened a new store in Greenwich in south-east London and is about to add locations in central Paris and Moscow. “In New York, London, Paris, Berlin, Madrid, Barcelona, Tokyo, Shanghai, Mumbai, we will see more of these mid-sized stores in the future,” Maeztu said. “In the next 20 years, more people will live in cities and own fewer cars and share more.”

IKEA also plans to expand TaskRabbit, a U.S. online marketplace for odd jobs like furniture assembly it bought in 2017, to many more markets, and is looking for other similar acquisition or partnership opportunities, Maeztu said.

南都记者 张沛

整理编译自 路透社报道

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