宜家进军宠物用品市场：战略试水还是全新布局？外贸企业如何借鉴其全球推广经验
全球宠物经济持续升温，家居巨头宜家近期在日本、美国、法国、加拿大和葡萄牙五大市场同步推出全新宠物家居系列Lurvig（瑞典语意为"毛茸茸"）。这一动作引发行业热议：这究竟是品牌多元化战略的试水，还是瞄准千亿宠物市场的深度布局？
The global pet economy continues to heat up, with home furnishing giant IKEA recently launching its new pet furniture series Lurvig (meaning "fluffy" in Swedish) simultaneously in five major markets: Japan, the US, France, Canada and Portugal. This move has sparked industry discussions: Is this just a test of brand diversification strategy, or an in-depth layout targeting the billion-dollar pet market?
该系列包含41款犬用产品和34款猫用产品，由设计师Inma Bermudez与兽医Barbara Schafer合作开发，充分考虑了宠物行为特性和家具耐用性。与其他宠物品牌不同，宜家特别强调产品与现有家居风格的融合度，比如可兼作储物柜的猫窝、可绑在桌椅腿上的猫抓垫等多功能设计。
The series includes 41 products for dogs and 34 for cats, developed by designer Inma Bermudez in collaboration with veterinarian Barbara Schafer, fully considering pet behavior characteristics and furniture durability. Unlike other pet brands, IKEA particularly emphasizes the integration of products with existing home styles, such as multi-functional designs like cat beds that double as storage cabinets and scratching pads that can be tied to table and chair legs.
根据美国宠物产品制造商协会(APPMA)数据，宠物用品支出占养宠年均消费的18.7%-22.2%。宜家以1-50美元（约6.5-392元人民币）的亲民定价切入市场，但面临Etsy等电商平台上设计感与性价比兼具的小众品牌的激烈竞争。
According to the American Pet Products Manufacturers Association (APPMA), spending on pet supplies accounts for 18.7%-22.2% of annual pet-keeping costs. IKEA enters the market with an affordable price range of $1-$50 (about ¥6.5-¥392), but faces fierce competition from niche brands on e-commerce platforms like Etsy that offer both design sense and cost performance.
外贸营销启示：宜家的全球化推广策略值得外贸企业借鉴：
- 选择宠物经济成熟度高的国家作为首发市场
- 通过本土化设计团队确保产品适应当地需求
- 保持品牌核心价值（设计感+合理定价）的同时拓展新品类
Foreign Trade Marketing Insights: IKEA's global promotion strategy is worth learning from for foreign trade companies:
- Select countries with high maturity of pet economy as launch markets
- Ensure product adaptation to local needs through localized design teams
- Expand new categories while maintaining core brand values (design sense + reasonable pricing)
在渠道布局方面，宜家电商业务CEO透露正与亚马逊、阿里巴巴等第三方平台洽谈合作。这提示外贸企业：除了独立站运营，布局主流电商平台对全球市场覆盖同样至关重要。
In terms of channel strategy, IKEA's e-commerce CEO revealed ongoing negotiations with third-party platforms like Amazon and Alibaba. This reminds foreign trade companies that besides independent website operation, deploying on mainstream e-commerce platforms is equally crucial for global market coverage.
对中国外贸企业而言，宠物用品出口需注意：
- 研究目标市场宠物消费习惯和认证要求
- 开发符合家居美学的创新产品
- 通过Google Ads+社交媒体组合拳建立品牌认知
For Chinese foreign trade companies, pet product exports require attention to:
- Research pet consumption habits and certification requirements in target markets
- Develop innovative products that conform to home aesthetics
- Build brand awareness through Google Ads + social media combinations
