프레드릭 요한손, IKEA 대표가 말하는 ESG경영 "IKEA의 지속가능성: 비전과 전략" ｜PART 2. Q&A

00:31:23
https://www.youtube.com/watch?v=n1t8U_tmAJc

Ringkasan

TLDR이 프레젠테이션에서는 IKEA의 한국 시장 진입과 지속 가능성에 대한 전략을 다루었습니다. 발표자는 IKEA가 한국에서의 비즈니스 모델을 어떻게 구축했는지, 그리고 소비자와의 관계를 어떻게 발전시켰는지를 설명했습니다. IKEA는 한국에서 가정용 가구의 가격을 낮추고, 소비자들에게 영감을 주는 디자인을 제공하여 성공을 거두었습니다. 또한, 지속 가능한 미래를 위해 2030년까지 100% 재생 가능한 에너지를 사용하고 모든 제품을 재활용 가능한 재료로 만들겠다는 목표를 세웠습니다. 소비자들은 기업의 지속 가능성에 큰 영향을 미치며, 기업은 소비자의 요구에 부응해야 한다는 점도 강조되었습니다.

Takeaways

  • 🌍 IKEA는 지속 가능한 미래를 위해 2030년까지 100% 재생 가능한 에너지를 목표로 하고 있다.
  • 💡 한국 시장에서 IKEA는 가정용 가구의 가격을 대폭 낮추어 소비자들에게 혜택을 주었다.
  • 📈 소비자들은 기업의 지속 가능성에 큰 영향을 미치며, 기업은 이에 부응해야 한다.
  • 🛋️ 한국 소비자들은 가구에 대해 기능적인 관계를 가지고 있어, 감정적인 관계를 형성하는 것이 도전이다.
  • 📉 2021년 IKEA의 한국 시장 판매는 전년 대비 10% 감소했다.

Garis waktu

  • 00:00:00 - 00:05:00

    발표에 대한 감사와 함께, 발표자가 환경 가치와 비즈니스의 결합에 대해 논의하며, 지속 가능성의 중요성을 강조했다. 비즈니스 세계는 경쟁이 치열하며, 환경 친화적인 접근이 생존에 도움이 될 수 있지만, 때로는 도전이 될 수 있음을 언급했다.

  • 00:05:00 - 00:10:00

    발표자는 한국에서의 비즈니스 기회와 장애물에 대해 이야기하며, 이케아가 한국 시장에 진입하면서 가정용 가구 가격을 대폭 낮추어 소비자에게 이익을 주었다고 설명했다. 또한, 한국의 평균 생활 공간이 일본과 중국보다 크고, 많은 사람들이 물건을 버리지 않으려는 경향이 있어 저장 솔루션이 큰 기회가 되었다고 언급했다.

  • 00:10:00 - 00:15:00

    이케아의 어린이 제품 라인이 안전하고 저렴하며, 놀이와 학습을 결합한 점이 한국 소비자에게 큰 인기를 끌었다고 설명했다. 그러나 한국의 가정용 가구에 대한 소비자들의 기능적 접근이 이케아의 비즈니스 모델에 도전이 되었다고 덧붙였다.

  • 00:15:00 - 00:20:00

    발표자는 한국에서의 소비자들이 집을 개인적인 공간으로 여기지 않고, 기능적인 투자로 생각하는 경향이 있음을 지적하며, COVID-19가 소비자들이 집의 중요성을 재발견하는 기회가 되었다고 설명했다.

  • 00:20:00 - 00:25:00

    이케아의 지속 가능성 목표에 대해 이야기하며, 2030년까지 100% 재생 가능 에너지를 사용하고, 모든 제품을 재생 가능하거나 재활용 가능한 재료로 만들겠다는 목표를 세웠다고 밝혔다. 그러나 한국과 중국에서의 에너지 생산 문제로 인해 도전이 있을 수 있음을 언급했다.

  • 00:25:00 - 00:31:23

    마지막으로, 소비자들이 기업의 지속 가능성에 대한 목소리를 내는 것이 중요하다고 강조하며, 소비자들이 자신이 믿는 가치를 가진 기업과 거래하고 싶어 한다고 말했다. 이케아는 이러한 소비자들의 요구에 부응하기 위해 최선을 다할 것이라고 다짐했다.

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Peta Pikiran

Video Tanya Jawab

  • IKEA가 한국에서의 비즈니스 기회는 무엇인가요?

    IKEA는 한국에서 가정용 가구의 가격을 대폭 낮추어 소비자들에게 혜택을 주었습니다.

  • 한국에서 IKEA의 가장 큰 장애물은 무엇이었나요?

    한국 소비자들은 가구에 대해 기능적인 관계를 가지고 있어, 감정적인 관계를 형성하는 것이 도전이었습니다.

  • IKEA의 지속 가능성 목표는 무엇인가요?

    IKEA는 2030년까지 100% 재생 가능한 에너지를 사용하고, 모든 제품을 재활용 가능한 재료로 만들겠다는 목표를 가지고 있습니다.

  • 소비자가 기업에 미치는 영향은 무엇인가요?

    소비자는 자신이 믿는 가치를 가진 기업과 거래하며, 이는 기업의 지속 가능성 및 사회적 책임에 큰 영향을 미칩니다.

  • IKEA의 한국 시장에서의 판매 성장률은 어떤가요?

    2021 회계연도에 IKEA의 한국 시장 판매는 전년 대비 10% 감소했습니다.

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Teks
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Gulir Otomatis:
  • 00:00:03
    thank you very much for for your
  • 00:00:05
    wonderful presentation we actually
  • 00:00:08
    learned a lot well I learned a lot and I
  • 00:00:11
    uh and I'm thinking a lot of audience
  • 00:00:15
    might have felt the same way uh so we've
  • 00:00:18
    been uh we've been thinking Ikea as
  • 00:00:22
    moderate Christ but quite the very
  • 00:00:26
    useful and I was pretty the furniture
  • 00:00:29
    companies but we have seen a lot of like
  • 00:00:33
    the echo side
  • 00:00:35
    sustainability side and uh oh so
  • 00:00:41
    we've been wondering how to combine the
  • 00:00:44
    environmental Value Green value within
  • 00:00:48
    the business and and
  • 00:00:50
    actually business world is Harsh The
  • 00:00:53
    crucial is it's like jungle and being
  • 00:00:56
    green might be some pipes they are
  • 00:00:59
    helpful to survive but sometimes you can
  • 00:01:02
    yeah some some other yeah or you can eat
  • 00:01:05
    the big of the big Angry like the other
  • 00:01:10
    thing
  • 00:01:20
    a lot of not just product but value that
  • 00:01:24
    will determine they are the longer
  • 00:01:26
    sustainability of a company and lower
  • 00:01:29
    sustainability of our society okay so uh
  • 00:01:33
    well it was quite a thousand provoked
  • 00:01:37
    and I'm very glad to see that a lot of
  • 00:01:40
    uh I didn't watch it can't play but a
  • 00:01:43
    lot of you know your delivery trucks are
  • 00:01:46
    or e-based and maybe at some point why
  • 00:01:48
    not hydrogen but
  • 00:01:50
    but but certainly what I think about
  • 00:01:53
    that would be in a wonderful way and
  • 00:01:56
    also avoiding the plastic well what type
  • 00:01:59
    is plastic because uh you have mentioned
  • 00:02:03
    the the Korean green Museum but
  • 00:02:06
    um actually in 2019 your European Union
  • 00:02:08
    interviews are very ambitious European
  • 00:02:11
    great deal in which uh not just like
  • 00:02:16
    renewable energies but also plastic
  • 00:02:19
    regulation and form to work because it's
  • 00:02:24
    more agricultural kind of sustainable
  • 00:02:27
    the agricultural agenda so well
  • 00:02:31
    certainly in that sense Europe and the
  • 00:02:34
    careers are moving together with you
  • 00:02:36
    know much Greener and and then several
  • 00:02:39
    Society
  • 00:02:40
    okay so I uh I actually have a couple of
  • 00:02:45
    questions we opened we opened the
  • 00:02:47
    website uh to get some of your body
  • 00:02:52
    questions so I may pick up a couple and
  • 00:02:55
    then uh I will open the floor to get the
  • 00:03:00
    question from the floor okay uh so you
  • 00:03:05
    you already mentioned several times in
  • 00:03:07
    in uh during your presentation but while
  • 00:03:12
    uh doing business here in Korea what was
  • 00:03:16
    uni what was the most unique in Korea
  • 00:03:19
    well which can be be a real opportunity
  • 00:03:22
    to to eke a Korea but at the same time
  • 00:03:25
    it could be the big obstacle a visibly
  • 00:03:29
    friends in Sweden or even in China so
  • 00:03:34
    what was what's the kind of the biggest
  • 00:03:37
    Mary's of doing business here and one is
  • 00:03:40
    the biggest obstacle in doing business
  • 00:03:43
    here
  • 00:03:44
    thank you
  • 00:03:46
    and what I need not mention before that
  • 00:03:51
    is maybe relevant when I answer your
  • 00:03:52
    question here is that when I was an
  • 00:03:54
    exchange student here
  • 00:03:56
    I fell in love both with Korea with my
  • 00:03:59
    wife who is Korean so I've actually been
  • 00:04:01
    coming back over the years to Korea and
  • 00:04:05
    by that long before Ikea opened here I
  • 00:04:08
    actually built the summer house on the
  • 00:04:10
    south coast and I was then forced to buy
  • 00:04:12
    furniture from our competitors
  • 00:04:15
    So based on that I would say that one of
  • 00:04:18
    the biggest opportunities that I believe
  • 00:04:20
    we created was that we lowered the total
  • 00:04:23
    price of Home Furnishing drastically
  • 00:04:25
    drastically because the competition had
  • 00:04:28
    to lower their prices otherwise they
  • 00:04:30
    would be out of business I think that
  • 00:04:32
    was a very important part
  • 00:04:34
    that benefited the people and what is
  • 00:04:37
    good for for consumers is good for us so
  • 00:04:39
    I think that was mine
  • 00:04:42
    if I look at typical segments of the
  • 00:04:45
    range that are
  • 00:04:47
    very well I would say Storage storage
  • 00:04:51
    solutions are flying out from the
  • 00:04:53
    shelves in Korea and Korean people have
  • 00:04:57
    you might be aware but the average
  • 00:04:59
    living space is considerably larger in
  • 00:05:01
    Korea than in Japan and China and I
  • 00:05:04
    believe before we came to Korea we
  • 00:05:05
    believe it would be a little bit the
  • 00:05:06
    same but Korean people have a lot of
  • 00:05:08
    stuff
  • 00:05:09
    and many people are not so willing to
  • 00:05:12
    throw away their stuff so storage was
  • 00:05:14
    unbelievable
  • 00:05:16
    that's another thing that has been
  • 00:05:18
    enormous opportunity in Korea that is
  • 00:05:20
    the children's range
  • 00:05:22
    and both because the children's age is
  • 00:05:26
    very very safe it is tested and complied
  • 00:05:29
    with all regulations worldwide but it's
  • 00:05:31
    also very affordable and we mix play
  • 00:05:33
    with learning and Koreans like when you
  • 00:05:35
    mix play with learning or learning with
  • 00:05:37
    anything so that has also been
  • 00:05:41
    absolutely amazing
  • 00:05:43
    if I then look at the
  • 00:05:45
    obstacles
  • 00:05:46
    there have been quite a few one obstacle
  • 00:05:49
    when we came in was that the people that
  • 00:05:52
    were in their home furniture business
  • 00:05:54
    thought that we would actually kill the
  • 00:05:56
    entire business
  • 00:05:57
    but that did not happen it is not happen
  • 00:06:00
    in any other country either because
  • 00:06:02
    competitors adjust so we can show so far
  • 00:06:06
    every time we've opened the store the
  • 00:06:08
    total business opportunity has increased
  • 00:06:10
    so even if we have grown in and taken a
  • 00:06:12
    certain share of the market we have
  • 00:06:14
    managed to arouse the Home Furnishing
  • 00:06:16
    interest so much that the total Market
  • 00:06:18
    is biggest or everybody can actually
  • 00:06:20
    grow on the same Market but that was a
  • 00:06:22
    worry from the beginning
  • 00:06:24
    but if you look at it from a pure
  • 00:06:26
    business point of view in Korea when you
  • 00:06:29
    buy an apartment lots of stuff are
  • 00:06:31
    already built in
  • 00:06:34
    our business model is not based so much
  • 00:06:36
    on things being built in it's based on
  • 00:06:38
    that you decide what you want
  • 00:06:40
    you you buy it we can assemble it for
  • 00:06:42
    you or you assemble it yourselves but
  • 00:06:44
    it's not that it comes with the
  • 00:06:45
    apartment
  • 00:06:47
    the second thing is
  • 00:06:50
    we measure something we call a share of
  • 00:06:52
    wallets
  • 00:06:53
    so if you look at the totally disposable
  • 00:06:55
    income that a family has for a month we
  • 00:06:58
    measure how many percent of them do they
  • 00:07:00
    spend on their home
  • 00:07:01
    and in the entire here World Korea has
  • 00:07:04
    the second lowest share awarded Home
  • 00:07:06
    Furnishings
  • 00:07:07
    it's 2.3 in Korea compared to five and a
  • 00:07:10
    half in Sweden which means that even if
  • 00:07:12
    you have 50 plus million people with a
  • 00:07:15
    good income
  • 00:07:17
    people spend very little an hour on our
  • 00:07:19
    part and and the main reason is that
  • 00:07:22
    Korean people have a fairly functional
  • 00:07:25
    relation to their home
  • 00:07:27
    it's something I buy it's an investment
  • 00:07:29
    we sleep there it doesn't have to be
  • 00:07:32
    very personal I seldom invite friends to
  • 00:07:34
    my home they are very social but I
  • 00:07:36
    invite them outside to a restaurant or
  • 00:07:37
    something like that if I compare to to
  • 00:07:39
    Western Europe where we have a very
  • 00:07:42
    emotional relation with the home it's
  • 00:07:44
    Grandma's thought though it's my
  • 00:07:46
    children's photo maybe even my wife's
  • 00:07:47
    photo I mean it's very much me and it's
  • 00:07:50
    my memories from trips and so on and so
  • 00:07:54
    of course that small share of wallet
  • 00:07:55
    that that is another challenging career
  • 00:07:58
    where only in Japan as a lower share of
  • 00:08:00
    work in the world
  • 00:08:02
    so how can we could we genuinely believe
  • 00:08:05
    that the home is the most important
  • 00:08:08
    place in the world
  • 00:08:09
    and of course covert was in that sense
  • 00:08:11
    an opportunity I don't say it probably
  • 00:08:14
    was good but for the many consumers in
  • 00:08:16
    Korea to discover that my home is not
  • 00:08:19
    only a place to eat with family or TV
  • 00:08:21
    sleep and study it's a movie theater
  • 00:08:23
    it's a cafe it's a place to to work it's
  • 00:08:27
    a place to do a yoga or whatever all
  • 00:08:29
    these kind of things that you were
  • 00:08:31
    suddenly unable to do at the place you
  • 00:08:33
    used to do them
  • 00:08:35
    um so we'll see but we see a shift in
  • 00:08:37
    Korea when it comes to how people
  • 00:08:41
    rely or to their home
  • 00:08:46
    yeah so the function versus emotion
  • 00:08:50
    difficult yes was certainly yeah but
  • 00:08:53
    there is also related with the
  • 00:08:56
    lifestyles and also they're kind of the
  • 00:08:59
    way of thinking about their residence
  • 00:09:02
    halls and furnitures
  • 00:09:05
    right
  • 00:09:06
    um and uh I have this wonderful good
  • 00:09:11
    question here you have briefly mentioned
  • 00:09:14
    a plant bowl in your site but
  • 00:09:18
    what is your favorite things to eat at
  • 00:09:21
    Ikea restaurant
  • 00:09:24
    wait wait to see your favorite thing
  • 00:09:26
    here I'll be brutally honest okay I
  • 00:09:29
    think right now I think that the pork
  • 00:09:31
    ribs
  • 00:09:35
    and the salmon I always love them
  • 00:09:37
    especially the um
  • 00:09:41
    I don't know how to say that but this is
  • 00:09:44
    a small block it's like the best way and
  • 00:09:47
    that is very sustainable oh yeah yeah so
  • 00:09:49
    I would say these two are probably my
  • 00:09:50
    favorite not right now yeah yeah and
  • 00:09:53
    well this is very nationalist
  • 00:09:57
    solving this question well I I often go
  • 00:10:00
    to Northern Europe I are all slow as a
  • 00:10:03
    column or Helsinki in the airport I or
  • 00:10:07
    in in Amsterdam I used to pick up some
  • 00:10:10
    small sandwich okay and how would you
  • 00:10:13
    say well we wish yeah Beach salmon is
  • 00:10:17
    the best yes
  • 00:10:22
    E7 or North C7 I I wouldn't know the
  • 00:10:27
    important thing to me is that the salmon
  • 00:10:28
    we sell is actually Norwegian yeah yeah
  • 00:10:30
    it's from Norway but it's certified
  • 00:10:34
    in certified that it's sustainable
  • 00:10:36
    salmon I think that's the most important
  • 00:10:38
    then from a taste point of view I
  • 00:10:40
    actually don't know if there's any
  • 00:10:41
    difference
  • 00:10:43
    I I actually asked the same question in
  • 00:10:46
    the solution let's see
  • 00:10:48
    and and of course what would you ever
  • 00:10:51
    seen yes well because Norway has a big
  • 00:10:55
    family farm but uh actually a lot of
  • 00:10:58
    segments
  • 00:10:59
    who especially in the robotics area
  • 00:11:02
    because we'll find a Swedish river to
  • 00:11:05
    spawn so somehow they have some address
  • 00:11:08
    like permanent address in Sweden okay
  • 00:11:13
    uh maybe one uh yes
  • 00:11:18
    just one more question and envelope in
  • 00:11:21
    the floor because I have a three-page
  • 00:11:24
    question from uh from the web but I'm
  • 00:11:27
    selecting only this three one okay three
  • 00:11:31
    okay uh
  • 00:11:34
    it might be somewhat like uh well I
  • 00:11:37
    might have
  • 00:11:39
    asked this question at the end of the
  • 00:11:42
    stage but uh there or nowadays well many
  • 00:11:46
    young Korean student or entrepreneurs
  • 00:11:50
    they want to start up a new Enterprise
  • 00:11:54
    and so there are many I guess even in in
  • 00:11:59
    this the lecture there are a lot of
  • 00:12:03
    aspiring
  • 00:12:04
    entrepreneurs and what would be your
  • 00:12:08
    advice as CEO ncso or I care what will
  • 00:12:13
    be your advice to many aspiring future
  • 00:12:16
    entrepreneurs here
  • 00:12:19
    thank you I think first one is be brave
  • 00:12:22
    huh
  • 00:12:24
    it's okay to think
  • 00:12:26
    it's okay to make mistakes you will
  • 00:12:28
    stand up again
  • 00:12:29
    so don't be afraid of anything so be
  • 00:12:31
    brave and the second one is look at the
  • 00:12:34
    impact what is the impact you want to
  • 00:12:36
    achieve so what is your your vision or
  • 00:12:39
    what is the purpose of the business you
  • 00:12:41
    want to open up
  • 00:12:42
    and make sure that that is something
  • 00:12:44
    that will make you proud when you're
  • 00:12:46
    successful that is something that will
  • 00:12:47
    actually Define you as a person
  • 00:12:49
    so that you look at yourself what do I
  • 00:12:51
    want to stand for and go and be brave
  • 00:12:54
    within that area then whether that is to
  • 00:12:57
    make a good life suburbs or it's good
  • 00:12:59
    for the planet or is to get rich that's
  • 00:13:01
    also okay as long as it's what you
  • 00:13:03
    really want but it's because it's about
  • 00:13:05
    you your individual goals and in your
  • 00:13:07
    life
  • 00:13:11
    okay now I will open the floor so if you
  • 00:13:15
    have a question raise your hand
  • 00:13:20
    why don't we start from the back
  • 00:13:25
    oh
  • 00:13:29
    Missouri University
  • 00:13:34
    um thank you for your inside lecture and
  • 00:13:37
    I'm wondering about the what was the
  • 00:13:40
    different situation strategy when you
  • 00:13:42
    first started with using Korea and I'm
  • 00:13:47
    also wondering about the what was their
  • 00:13:50
    specialty difficulties at the time
  • 00:13:54
    sorry what strategy did you say though
  • 00:13:56
    at the beginning of the question uh the
  • 00:13:59
    differentiation strategy we are like a
  • 00:14:01
    marketing or something like that
  • 00:14:02
    appreciation yes right yes yes
  • 00:14:06
    thank you
  • 00:14:08
    I would say
  • 00:14:10
    um
  • 00:14:11
    we brought a few things I mentioned one
  • 00:14:14
    already that was the affordability but
  • 00:14:16
    we came in at the price point that was
  • 00:14:18
    drastically different than the options
  • 00:14:20
    that were on the market
  • 00:14:22
    but I think that the second big thing we
  • 00:14:25
    went down in with was inspiration
  • 00:14:28
    and trying to convey the message that
  • 00:14:30
    you have the ability to design your own
  • 00:14:35
    home find what you like mix and match so
  • 00:14:38
    the whole inspiration part when we try
  • 00:14:40
    to convey that message because it used
  • 00:14:42
    to be until the key I established here
  • 00:14:44
    that you went into a home furnishing
  • 00:14:47
    store you had a sofas you had the pets
  • 00:14:50
    you had the tables that was it nobody
  • 00:14:53
    had
  • 00:14:55
    a carpet and a sofa a table with a base
  • 00:15:00
    or a frame so it was very much in
  • 00:15:02
    function only so the whole inspiration
  • 00:15:05
    part I think was a tremendously
  • 00:15:07
    important
  • 00:15:09
    the third part was the do-it-yourself
  • 00:15:13
    when we say that and that's also of
  • 00:15:15
    course one of the reasons why we can
  • 00:15:16
    have a low price point because we do our
  • 00:15:19
    part you do your part and together we
  • 00:15:21
    save money and career people we're not
  • 00:15:23
    used to that they were used to getting
  • 00:15:25
    everything delivered to their home
  • 00:15:26
    assembled already and then of course we
  • 00:15:28
    didn't know with this with this fly or
  • 00:15:31
    would it not fly and we can say now
  • 00:15:33
    after
  • 00:15:34
    seven years here that is definitely
  • 00:15:37
    flying we can see that we have more
  • 00:15:39
    people in Korea buying Services than any
  • 00:15:42
    Market in Europe for example
  • 00:15:45
    but people are so proud when they are
  • 00:15:48
    part of creating their own home by
  • 00:15:50
    assembling it and saving money on the
  • 00:15:51
    way
  • 00:15:52
    so we see these three were probably the
  • 00:15:54
    the most important ones and if I should
  • 00:15:57
    pick one I would say the affordability
  • 00:16:00
    right thank you very much shall we go to
  • 00:16:03
    the next question okay uh the gentleman
  • 00:16:07
    with the Blackness
  • 00:16:10
    um thank you for your presentation
  • 00:16:12
    answer your answer my name is Kevin Park
  • 00:16:14
    I'm currently a master's student in
  • 00:16:17
    Korea University Business School
  • 00:16:18
    I'm currently writing a research paper
  • 00:16:20
    with my advising Professor regarding
  • 00:16:22
    Ikea successful Market entry in South
  • 00:16:24
    Korea and it's our current challenges
  • 00:16:27
    and as I was researching about Ikea Ikea
  • 00:16:31
    Korea's sales in the 2021 fiscal year
  • 00:16:34
    marked the lowest year-on-year growth
  • 00:16:37
    rate since its Landing in 2014 and as I
  • 00:16:40
    know planning studios in chomo and
  • 00:16:42
    shinduri in the western east side of
  • 00:16:45
    Seoul actually that were designed to
  • 00:16:47
    provide accessibility to Metropolitan
  • 00:16:49
    consumers recently closed and not as a
  • 00:16:53
    consumer but as a business school
  • 00:16:54
    student I just have to ask regarding
  • 00:16:56
    Market competitiveness what is Ikea
  • 00:16:59
    doing to compete with domestic Rivals
  • 00:17:02
    such as Hansen or Hyundai River
  • 00:17:04
    regarding the rapidly changing retail
  • 00:17:07
    business or e-commerce while trying to
  • 00:17:09
    achieve as you said Planet positive by
  • 00:17:12
    2030. thank you thank you thank you good
  • 00:17:16
    question and we had the
  • 00:17:18
    the annual press conference with media
  • 00:17:20
    here two days ago so so uh I even had
  • 00:17:23
    the numbers clear
  • 00:17:25
    thank you good timing and yes it's true
  • 00:17:27
    in 22 so the year that ended last of
  • 00:17:30
    August we had minus 10 year on year
  • 00:17:34
    um and on the surface of it I understand
  • 00:17:36
    the question that it sounds maybe not
  • 00:17:39
    amazing and if you look at the three
  • 00:17:42
    reasons not not to explain in a way that
  • 00:17:44
    this is not my purpose
  • 00:17:47
    um but for us the qualitative goals are
  • 00:17:50
    always more important than the
  • 00:17:51
    quantitative goals so of course we want
  • 00:17:54
    to continue growing if that means that
  • 00:17:55
    we are in connection with more of the
  • 00:17:57
    many people
  • 00:17:58
    but if you then look at the covet that
  • 00:18:01
    prevented people from doing lots of
  • 00:18:03
    things for men for many years for a
  • 00:18:05
    couple of years at least to when Kobe
  • 00:18:07
    started to be phased out the
  • 00:18:09
    restrictions were phased out we had all
  • 00:18:11
    those Revenge happenings we have Revenge
  • 00:18:13
    travel we had Revenge eating out we had
  • 00:18:15
    Revenge shopping lots of things and so
  • 00:18:18
    what we can see is that
  • 00:18:20
    all big retailers in Korea except for
  • 00:18:23
    one I would not mention the name but
  • 00:18:25
    they all enjoy doing pretty new all
  • 00:18:27
    other big retainers based on Google
  • 00:18:29
    analytics lost visitation because people
  • 00:18:32
    simply wanted to go to the park because
  • 00:18:34
    they wanted to travel to do something
  • 00:18:35
    else instead sophistication dropped
  • 00:18:38
    people saw the opportunity of doing
  • 00:18:39
    other things that they hadn't done for
  • 00:18:40
    two years
  • 00:18:42
    um
  • 00:18:44
    the second reason is more an internal
  • 00:18:47
    Ikea part during the year we failed
  • 00:18:51
    miserably with our supply chain
  • 00:18:54
    we had the lowest availability ever
  • 00:18:58
    we lost sales but more importantly we
  • 00:19:01
    made also consumers disappointed because
  • 00:19:04
    they came to us with the hope and they
  • 00:19:06
    plan to buy something that will make
  • 00:19:08
    their home better and we could not live
  • 00:19:10
    up to that because we didn't have these
  • 00:19:12
    products available
  • 00:19:15
    for them
  • 00:19:16
    and
  • 00:19:18
    that is certainly for us
  • 00:19:21
    a challenge and that is very painful
  • 00:19:23
    when we disappoint people I have no
  • 00:19:25
    problem if people choose to buy
  • 00:19:26
    somewhere else so they buy something
  • 00:19:28
    else
  • 00:19:29
    but when we disappoint people then it's
  • 00:19:31
    um
  • 00:19:31
    it's painful
  • 00:19:34
    and if we look at at the market it's
  • 00:19:38
    quite easy to do because our biggest
  • 00:19:40
    competitors are actually uh
  • 00:19:42
    listed company so that quoted reports
  • 00:19:45
    and if I then look at our top line or
  • 00:19:48
    our sales minus 10 is not too bad
  • 00:19:51
    actually it's not too bad it's quite
  • 00:19:54
    good compared to our biggest competitor
  • 00:19:56
    we did well
  • 00:19:58
    of course we don't have shareholders
  • 00:20:00
    that are pushing us when it comes to
  • 00:20:02
    sales or to a bottom line we have
  • 00:20:03
    shareholders pushing us to do to do
  • 00:20:06
    better on the markets where we are to be
  • 00:20:08
    more sustainable to inspire more people
  • 00:20:10
    and
  • 00:20:11
    yes I would say that this is my answer
  • 00:20:13
    but that's it of course I would rather
  • 00:20:15
    be plus 10. absolutely no question about
  • 00:20:18
    that
  • 00:20:20
    yeah
  • 00:20:21
    did I answer your question yes thank you
  • 00:20:23
    thank you
  • 00:20:24
    all right so uh sure we yeah
  • 00:20:31
    it would be for for a wire so yeah yeah
  • 00:20:38
    hey
  • 00:20:40
    uh
  • 00:20:41
    Victoria I am graphic designer and I was
  • 00:20:45
    really inspired by your presentation and
  • 00:20:47
    any like any person you probably have
  • 00:20:50
    one question if you want to join
  • 00:20:52
    sustainability because what kind of
  • 00:20:55
    profession or skill you need to acquire
  • 00:20:58
    in future to be hired in IEPs
  • 00:21:01
    sustainability
  • 00:21:02
    movement or in other companies who
  • 00:21:06
    contributes to sustainability
  • 00:21:10
    personally I think that
  • 00:21:13
    passion is the most important
  • 00:21:16
    I mean there are within sustainability
  • 00:21:18
    certain parts where you need to be an
  • 00:21:20
    expert I mean if we now as I said we
  • 00:21:23
    have quite a bit of money on the table
  • 00:21:25
    to buy a
  • 00:21:27
    wind turbines in Korea I can't do that
  • 00:21:29
    that is somebody it needs to be somebody
  • 00:21:31
    who understands wind turbines but from
  • 00:21:33
    the biggest scale when it comes to
  • 00:21:34
    sustainability somebody with a passion
  • 00:21:36
    who can Inspire others whether it's
  • 00:21:39
    colleagues or it's consumers or it's
  • 00:21:42
    government officials but the passion
  • 00:21:44
    because whatever you have passion for
  • 00:21:46
    you will do well with it so that is by
  • 00:21:48
    far the most important skills you can
  • 00:21:50
    learn
  • 00:21:53
    okay why don't we go to this side when
  • 00:21:55
    we over here okay so if
  • 00:21:59
    [Music]
  • 00:22:00
    bye
  • 00:22:03
    um so I'm kind of a question related to
  • 00:22:04
    students diplomacy I'm like yeah so I
  • 00:22:08
    actually also been in Korea for five
  • 00:22:09
    years same with you uh and I remember
  • 00:22:12
    when I see our first entering the market
  • 00:22:14
    I know a lot of my Korean friends were
  • 00:22:16
    saying that oh we believe in Ikea
  • 00:22:19
    because they're representing the Swedish
  • 00:22:21
    kind of family values and everything
  • 00:22:23
    like that however these days I think
  • 00:22:26
    it's kind of a strange to the other way
  • 00:22:27
    that people are thinking of Sweden as
  • 00:22:29
    Ikea country almost
  • 00:22:32
    um and I think that is something that
  • 00:22:34
    we've seen in the U.S market as well not
  • 00:22:36
    over the last few years but over like
  • 00:22:38
    the last 20 or 30 years not in the
  • 00:22:41
    beginning itl was kind of
  • 00:22:43
    um gaining a lot of value from the
  • 00:22:45
    switch company even though the
  • 00:22:47
    headquarters wanted female anymore
  • 00:22:49
    um but do you think that Ikea is
  • 00:22:51
    actually providing soft power for Sweden
  • 00:22:53
    now uh rather than Ikea gaming for me a
  • 00:22:56
    Swedish company
  • 00:22:58
    thank you
  • 00:23:00
    and
  • 00:23:02
    I don't know how diplomatically to be no
  • 00:23:04
    hey I think it's a mutual give and take
  • 00:23:07
    to be honest
  • 00:23:09
    um I mean I hear from from the
  • 00:23:12
    diplomatic staff here from Sweden in
  • 00:23:14
    Korea for example that they feel that
  • 00:23:16
    the key is also brought up as very
  • 00:23:18
    Swedish so they they benefit from that
  • 00:23:20
    point of view and we certainly benefit
  • 00:23:22
    very much from being Swedish feeling
  • 00:23:24
    that we have the values that we want to
  • 00:23:26
    stand for what Sweden is known for so I
  • 00:23:29
    I would say that it's very mutually
  • 00:23:30
    beneficial
  • 00:23:31
    and
  • 00:23:33
    as long as Ikea has a good reputation
  • 00:23:35
    it's good for Sweden and as good as
  • 00:23:37
    sweetness the reputation is good for it
  • 00:23:39
    here
  • 00:23:40
    and if any of us grew up then I guess
  • 00:23:42
    the other one will try to distance
  • 00:23:43
    itself from
  • 00:23:45
    from the Forty party but now I think
  • 00:23:47
    it's it's a very positive relation
  • 00:23:52
    all right
  • 00:23:54
    um we uh
  • 00:23:56
    certainly the type is a little bit
  • 00:23:59
    limited well I I think with a q a we'll
  • 00:24:02
    get a is almost forever maybe three four
  • 00:24:05
    hours but actually uh there is another
  • 00:24:09
    event in this lecture maybe something
  • 00:24:11
    around 5 30. we still have a time for
  • 00:24:15
    maybe one or maximum two question so
  • 00:24:20
    okay
  • 00:24:22
    um maybe yep one more question
  • 00:24:26
    uh hello I'm traveling from
  • 00:24:30
    um
  • 00:24:31
    so I recently read about the newsletter
  • 00:24:35
    about the green taxonomy in Europe and I
  • 00:24:38
    after reading that I thought it was very
  • 00:24:41
    strict
  • 00:24:42
    very sweeter than Korean policy about
  • 00:24:46
    the environmental policies
  • 00:24:48
    so after listening to your lecture
  • 00:24:52
    article is it possible to
  • 00:24:55
    adjust your
  • 00:24:58
    um
  • 00:24:59
    company policies to match the green
  • 00:25:03
    taxonomy is it possible to become one of
  • 00:25:07
    the green companies in Europe and
  • 00:25:12
    uh that doesn't violate the green
  • 00:25:16
    taxonomy
  • 00:25:20
    of the Europe
  • 00:25:22
    I said
  • 00:25:24
    are we violating it today I know no I I
  • 00:25:28
    was thinking about is it possible to
  • 00:25:31
    become uh you become the company that
  • 00:25:35
    use all renewable energies 100
  • 00:25:39
    and reusing all the
  • 00:25:43
    foreign turns to become the renewable
  • 00:25:46
    things is it possible in
  • 00:25:51
    in Korea or
  • 00:25:54
    thank you thank you
  • 00:25:56
    thank you I mean when we say here that
  • 00:25:58
    we should both use 100 green energy
  • 00:26:01
    100 of our products should be made from
  • 00:26:03
    renewable recyclable materials that is
  • 00:26:06
    what we're going to do we don't have all
  • 00:26:08
    the answers today or how when it comes
  • 00:26:10
    to Green energy
  • 00:26:14
    I don't know every country but I would
  • 00:26:16
    say that Europe is basically there
  • 00:26:20
    when it comes to Green energy and as I
  • 00:26:22
    said as a talking company we actually
  • 00:26:24
    produced last year already more green
  • 00:26:25
    energy than we used
  • 00:26:28
    um so that one I think is in most
  • 00:26:31
    countries the easier one
  • 00:26:33
    the two countries with the most
  • 00:26:35
    difficulties is China and Korea
  • 00:26:38
    when it comes to Green energy and that
  • 00:26:40
    is due to what is offered on the market
  • 00:26:41
    and how that is done and that is why
  • 00:26:44
    both in China and Korea we need to if
  • 00:26:46
    things don't change from a government
  • 00:26:48
    point of view then in both these
  • 00:26:50
    countries we will need to go in and buy
  • 00:26:52
    energy production
  • 00:26:54
    otherwise we will not get there so if we
  • 00:26:57
    don't manage to find either wind
  • 00:26:59
    turbines or or solar parks in Korea
  • 00:27:02
    then we would not be able to reach green
  • 00:27:05
    energy 100 in 2030 but I believe that we
  • 00:27:08
    can find them and I also believe that
  • 00:27:11
    the government will
  • 00:27:12
    maybe slowly but clearly move in that
  • 00:27:15
    direction to make more green energy
  • 00:27:16
    available and give the incentives to
  • 00:27:19
    people that are producing it so that one
  • 00:27:21
    is that and and then when it comes to
  • 00:27:22
    the uh the products yes we will get
  • 00:27:26
    there and again today some materials we
  • 00:27:29
    cannot replace with renewable recyclable
  • 00:27:32
    and we don't have the solution but worst
  • 00:27:35
    case we're going to take them out of the
  • 00:27:37
    range in 2030 if we haven't found
  • 00:27:38
    alternatives so I I prefer believe that
  • 00:27:41
    we would be there at 2030 and maybe
  • 00:27:44
    before but I I would not stretch that
  • 00:27:47
    but I think 2030 at least for sure
  • 00:27:51
    I shouldn't say for sure we reconsider
  • 00:27:53
    Bay it's an honest estimation and a goal
  • 00:27:56
    we cannot promise but we can promise to
  • 00:27:58
    do our absolute utmost and if anybody
  • 00:28:00
    can do it we believe it's us
  • 00:28:04
    yeah uh actually every memory was
  • 00:28:07
    yesterday yesterday for yesterday for
  • 00:28:10
    example Samsung Electronics the biggest
  • 00:28:13
    company in Korea announced a huge
  • 00:28:15
    machine plan to go for low carbon and a
  • 00:28:20
    much lower power and and promised almost
  • 00:28:25
    like seven billion a dollar in fashion
  • 00:28:28
    and Purity on on their decarbon
  • 00:28:31
    education the project in in the
  • 00:28:33
    investment so I think well there are
  • 00:28:36
    some some poor Runners about the EK is
  • 00:28:39
    certainly are leading a sustainability
  • 00:28:42
    company and they are making good impact
  • 00:28:45
    and the impact will make a lot of
  • 00:28:48
    ripples so it will be spread out in
  • 00:28:51
    other companies we're also joining it is
  • 00:28:54
    positive
  • 00:28:55
    the wrinkles and I think that will be
  • 00:29:00
    not just regulation site but more the
  • 00:29:04
    market driven and also value driven uh
  • 00:29:07
    the tradition and the change of our
  • 00:29:10
    lifestyle and and the changes from the
  • 00:29:14
    Grassroots will be really essential for
  • 00:29:16
    the sustainable future
  • 00:29:19
    just on the line there in this Crossroad
  • 00:29:21
    group until the the consumers but the
  • 00:29:23
    consumers have a voice
  • 00:29:25
    especially for global companies I mean
  • 00:29:28
    if one country
  • 00:29:29
    or let's say the U.S West Coast which
  • 00:29:32
    will always say was the first when it
  • 00:29:33
    comes to being very very understanding
  • 00:29:36
    of sustainability and the importance
  • 00:29:39
    if you are on the U.S West Coast and
  • 00:29:41
    you're in Europe and you're in Korea
  • 00:29:43
    then you could have different ranges but
  • 00:29:46
    for us we don't have that so if you want
  • 00:29:48
    to comply with the U.S West Coast that
  • 00:29:50
    means that automatically Korea and
  • 00:29:52
    Sweden will also get the same standard
  • 00:29:54
    product so to speak so don't forget that
  • 00:29:57
    as consumers you have an incredible
  • 00:29:59
    power incredible power because you only
  • 00:30:02
    do business
  • 00:30:03
    with companies that you identify
  • 00:30:06
    yourselves with companies that believe
  • 00:30:07
    what you believe maybe not for
  • 00:30:09
    everything you do in your life but more
  • 00:30:11
    and more we can see that the younger
  • 00:30:12
    generation they want to believe the same
  • 00:30:15
    thing that companies they spend their
  • 00:30:16
    money on what they believe
  • 00:30:19
    so you're in charge you're in charge
  • 00:30:21
    yeah don't underestimate your power
  • 00:30:24
    it'll be a whole stakeholders and we are
  • 00:30:26
    all all the masters of this society and
  • 00:30:31
    the owners of the green future
  • 00:30:33
    sustainable the future okay this is an
  • 00:30:36
    excellent point and upon that note I uh
  • 00:30:40
    I think we have to close this repairs
  • 00:30:46
    Innovation Factory and uh as expected
  • 00:30:50
    today's Innovation Factory produced a
  • 00:30:53
    wonderful item wonderful idea of our the
  • 00:30:57
    food for salt and and the idea for our
  • 00:31:01
    sustainable future so once again thank
  • 00:31:04
    you very much for uh yeah Mr everything
  • 00:31:07
    you're super wonderful lecture so please
  • 00:31:09
    join me in the big round of applause
  • 00:31:14
    foreign
  • 00:31:19
    [Applause]
Tags
  • IKEA
  • 지속 가능성
  • 한국 시장
  • 비즈니스 전략
  • 소비자 영향
  • 재활용
  • 재생 가능 에너지
  • 가정용 가구
  • 가격 경쟁력
  • 소비자 관계