Entrepreneurial history Kamprad, founder of IKEA entrepreneurs [REVIEW] 11 years in business networks; 17-year-old registered 'Ikea'; 22-year-old had their first employee; 78-year-old personal net assets of $ 18.5 billion; 86 years old, he is still busy, 'busy no time to die . ' Kamprad has never been a lack of bright appearance, no fashionable clothing, no expensive watches, always to travel economy class, he believes that 'simplicity is a virtue.' The following excerpt from the value of China Network:? IKEA founder Ingvar Kamprad of IKEA, a worldwide well-known names in the minds of many people to acquire heaven. What entrepreneurial gene for this 1943 high school students founded by a Swedish personal business is, with 'IKEA Pioneering', we review together Kamprad, founder of the entrepreneurial process. Swedish first generation of settlers background, grandfather suicide IKEA (IKEA), the name by founder Ingvar Kamprad (Ingvar Kamprad), the founder of Al Muta Reed grew up (Elmtaryd), and the first letter of the church a few kilometers outside the village Agunnaryd (Agunnaryd, also his mother as a child living place) combined together. IKEA is difficult to say now is a Swedish company, a long time, the group jointly run by the Netherlands and Belgium. But the company is undoubtedly the birthplace of southern Sweden Smarr Landa province, Kamprad's grandfather moved here. But the first generation of people suffering Pioneering, forcing him to choose suicide. Grandfather Achim El Terman Kamprad was the son of the landlord of the big capitalists, in 1894, he learned from the German 'Hunting News' in Smarr Landa province there is a subsidiary of the forest farm for sale, he bought this farm, from then on, his grandfather would have 449 hectares of Swedish forests. When he departed from Germany to reach their farms, only to find compared to the imagination, where the state is too bad, farms need substantial investment and hard work can be improved.
Achim trying to solve through a bank loan, but did not get loans to buy farm cost him large sums of money, 1897 desperate, full of despair, he fired a shot to his head. At this time, his wife was pregnant with pregnant Fanny. Grandmother Fanny alone take up the task of living in El 姆塔 Reid took over the farm. It is little comfort that the young widow was supported not like her mother's, fairy Antoinette Kamprad (Ingvar's too much milk) to help bring more than just money terms, the old In order to help his wife Fanny, a man arrived in Sweden alone. The incubation period of 11 years in business, in order to 'Match King' the first few years, the father Feiao De Kamprad work under the supervision of the grandmother of entrepreneurial role models, officially took over the farm 25 years old. In 1926, Ingvar was born, his mother was from a farm not far from a long merchant family. Ingvar money in early life to occupy an important position in the age of 11 as a seed store delivery, while the small plastic bags sold to neighboring farmers. 'That was my first real money pen business', with the earned money, he bought himself a bike and a typewriter. At that time Ingvar has a great role model, it is known as 'Match King' Ivar · Kroger. Kroger, one of Sweden's most famous entrepreneurs, as early as a young man, as he was building entrepreneurs in South Africa and the United States succeeded. After World War I, Kroger back to the creation of a strong European company, engaged in the production and sale of matches. Through a series of competition, the development of Swedish Match's holding company into a conglomerate. Kroger old age controls at least 33 countries worldwide matches market, holds 60 percent of the world's output matches. In the 1930s in Europe, Kroger's name known, the Swede is regarded as a modern capitalist model. However, the world economic crisis destroyed his 1932 Swede committed suicide. Kroger's collapse has shaken the entire economic structure of Sweden. 17-year-old registered infancy, 'IKEA' Ingvar mail order starting from an early age have a Cosplay Costumes merchant character, love to do the transaction.
Any person in high school Ingvar can come into contact with him transactions. School under his bed has a cardboard box, which stood belts, wallets, watches and pencils and other items. He's doing well, so he decided to burst angel wigs start a business at the time of high school graduation. He told authorities apply in writing a shop, because he just turned 17 years old, still a minor, he would please his uncle to sign. July 28, 1943, his trading company's name was registered by the. He took his name, Al 姆塔 Reed farms and pastoral initials Agunnaryd, thus constitute the company's name: IKEA. 1947, must Ingvar military service, but he did not want to give up his mail-order business, then the consent of superiors agree, do not stay in the barracks every night, he was in the basement of a single family rented a place and put it arranged a place to sleep, and soon he had a one own phone. At that time IKEA goods including sewing supplies, nylon stockings, greeting cards, seeds, pens and wallets and so on. Soon, an increase of cheap picture frames, as well as watches and cheap cosmetics.
Basic military service after serving Kamprad in 1948 was transferred to a military academy, where he succeeded in becoming a distributor who stationery company in Sweden. Responsible for their ballpoint pens sold in Sweden and retailers. After examination by the officer, Ingvar moved back to her parents. Since then, he wanted to Al Muta Reed farm as the starting point to run their own business. First of all, he continued to import goods from abroad, then sell them to retailers, he also printed in more than one called 'Ikea new products,' the ad alone, his parents helped her deal with an avalanche of orders. The early years, the small businesses are headquartered here. In the early founding IKEA is a truly family business, his father Feiao De manage orders and bills, answer the phone and help the mother is responsible for the packaging, they are very busy, too busy even at night. Later, Kamprad personally built a hut for storing packages. He later wrote: 'My first mail room, but the total area of one square meter, but it is the industry's most economical.' Takeoff Creative 'Furniture Fair' achieved great enterprise forward towards Ingvar purchased first piece of furniture is a simple armchair without armrests. Kamprad can well remember the price and account numbers, it is hard to remember the product number, in addition, in the sales process, he will be very intuitive with customers emotional exchange. So take out an idea: from a nice girl named this armchair. In this way, 'Lourdes' was born, rapidly increasing customer demand for furniture. By the 'Lourdes' success incentives Kamprad successfully expanded its furniture business. Early customers set up the couch or bed chairs, chandeliers sales are good. Moken surrounding wooded lake, surrounded by many furniture plants, and therefore no shortage of manufacturers. He put his ideas reflected in the furniture, the overall design from the start. To this end, he bought from a well-known Swedish textile fabrics used as filler, family and farm assistants spent a lot of night to cut the fabric. In 1948, the 22-year-old founder of IKEA hired the first staff member, who called Ernst Ekstrom men do accounting work. Ingvar want to expand their businesses, in order to promote his wares, he was a high rate of peasant farms reading newspaper, called the circulation of this publication product of more than 280,000 'peasant Post' Introduction. Kamprad entrepreneurs determined to do a larger sense. He felt that only the low pricing can succeed. In the Introduction, and there is a preface he wrote to customers, noting the reason why so expensive stuff in the store, because of the presence of middlemen. He was very flexible combination of farmers everyday experience, said: 'Please you compare yourself to kill a kilogram of pork and the price in the store to buy the same weight pork it.' Kamprad's advertising success, soaring volume of orders. Low prices and can not get a decisive victory, IKEA just play special low price closet and ironing board, other mail order immediately respond to lower prices. With the decline in prices, product quality has declined. Letter of complaint received more and more. After a long period of reflection, Kamprad thought of a way that the goods out to show, for customers to visit furniture stores, thereby winning the trust of customers. 'People can see the past scene that furniture, and compare the quality of different product pricing.' Kamprad said. IKEA this permanent exhibition is located on the railway hub of Sweden's second largest city held Alm Huth, who quickly concluded, we should give up office supplies business and specializing in furniture business, it will be a wise move.
IKEA first fair in March 18, 1953 opening, two floors filled with furniture. This young company with a new concept celebrated its glory days. The mail-order business and furniture stores together, 28-year-old Ingvar successful reform! First furniture unfold behind the scenes at that time, he was in his later years Kamprad described as 'a lasting and interesting work brings intoxication ', as he remembered it,' every weekend will be a group of people in our mad rush to buy Furniture evening we are all sitting at the desk office inventory freight bill and the bill. ' IKEA constantly engaged in experiments early in the IKEA catalog, the customer personally assembled the table there is a need, it has a name called 'Max.' Successfully in IKEA 'IKEA Pioneering' a book, well-known German media people Rudiger capacity Blut summed up the secret of success of IKEA. First, we spare no effort to maintain low prices. Kamprad said: 'Keep a clear price difference and our opponents are absolutely necessary, in all areas, we have been a most reasonable price.' If low price is the main reason for the success of IKEA, then the design is its second major reason. IKEA furniture is cheap, but it's sophisticated design is undisputed, it set off a Scandinavian style in the world of home fashion. This style is natural and bright, simple and practical, elegant and pompous abandon. Scandinavian Design Scandinavia is synonymous with strong and rational, it represents a self-confident, self-understanding of life. In a few years time, styles and materials continue to change, people's tastes also change, called IKEA furniture culture widely influential trendsetters. Third, experiential marketing. IKEA self-identified as non-service businesses. Furniture buying process 80 percent of the customer's own work is completed.
They watched the selection, remove favorite products from the shelves, came to the cash register, with private car shipped home. After arriving home, they are then assembled into a complete individual components of furniture. Although Ikea did not invent the portable furniture, but it was the only call this furniture design and sales operations into the center of the trading company. Fourth, simple corporate culture. 'Simplicity is a virtue,' Kamprad wrote in the prince of tennis wigs 'a furniture dealer's will'. There are no rules of business can not survive, but everything must be simple. The more complex the rules, the more difficult to comply with. Kamprad believes that 'too much emphasis on business planning is the most common cause of death.' Ingvar in his life almost withstood the temptation for a billionaire who on all substances. In addition to his in the 1970s opened a Porsche, Ingvar life is the most valuable items acquired is in France to buy a vineyard. Kamprad has never participated in a social, Lausanne's largest daily newspaper '24 hours' Never take over Kamprad party or celebration pictures.