宜家推出Lurvig宠物家居系列：用高性价比设计抢占宠物经济市场
全球家居巨头进军宠物市场 | Global Furniture Giant Enters Pet Market
宜家近期在日本、美国、法国、加拿大和葡萄牙五个国家推出了全新的Lurvig宠物家居系列。这个瑞典语意为"毛茸茸"的系列包含41款狗狗用品和34款猫咪用品，标志着这家瑞典家居巨头正式进军蓬勃发展的宠物经济领域。
IKEA recently launched its new Lurvig pet collection in five countries: Japan, the US, France, Canada and Portugal. The Swedish word meaning "fluffy" includes 41 products for dogs and 34 for cats, marking the Swedish furniture giant's official entry into the booming pet economy.
设计理念：美观与实用并重 | Design Concept: Combining Aesthetics and Functionality
设计师Inma Bermudez与兽医Barbara Schafer合作，针对猫狗的不同习性开发了这个系列。产品不仅考虑耐抓耐咬等实用需求，更注重与家居环境的和谐搭配。例如，猫窝可兼作储物柜，猫抓垫可固定在桌椅腿上，体现了宜家一贯的空间优化理念。
Designer Inma Bermudez collaborated with veterinarian Barbara Schafer to develop this collection based on cats' and dogs' different habits. The products not only consider practical needs like scratch and bite resistance, but also focus on harmonizing with home environments. For example, cat beds double as storage cabinets, and scratching pads can be attached to table legs, reflecting IKEA's consistent space optimization concept.
市场机遇与挑战 | Market Opportunities and Challenges
根据美国宠物产品制造商协会数据，宠物用品占养宠年支出的18.7%-22.2%。宜家以6.5-392元人民币的定价策略切入这个市场，既保持了设计感又控制价格。但面对Etsy等平台上29美元的手工猫窝等竞品，宜家需要思考如何提升线下购物体验，包括让宠物进入卖场挑选商品。
According to the American Pet Products Manufacturers Association, pet supplies account for 18.7%-22.2% of annual pet expenses. IKEA enters this market with a pricing strategy of 6.5-392 RMB, maintaining design sense while controlling costs. But facing competitors like $29 handmade cat beds on Etsy, IKEA needs to improve the offline shopping experience, including allowing pets to choose products in stores.
电商战略与市场拓展 | E-commerce Strategy and Market Expansion
英特宜家CEOTorbjörn Lööf透露，未来可能与亚马逊、阿里巴巴等第三方平台合作电商业务。目前Lurvig系列仅在五个宠物经济成熟的国家试水，中国消费者还需等待。这体现了宜家对新市场一贯的谨慎态度。
Inter IKEA CEO Torbjörn Lööf revealed potential future e-commerce collaborations with third-party platforms like Amazon and Alibaba. Currently, the Lurvig collection is only being tested in five countries with mature pet economies, and Chinese consumers will have to wait. This reflects IKEA's consistent cautious approach to new markets.
