| Chinese retailers hijack IKEA experience |
| August-3-2011 |
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| 11 Furniture, as the store is known, copies IKEA's blue and yellow color scheme, mock-up rooms, signage and its rocking chair designs. |
| Nestled in a southern district of Kunming city in southwest China is a 10,000-square-meter, four-story building that could make Swedish furniture giant IKEA uneasy, Reuters reported. 11 Furniture, as the store is known, copies IKEA's blue and yellow color scheme, mock-up rooms, signage and its rocking chair designs. Its cafeteria-style restaurant, complete with minimalist wooden tables, has a familiar look, although the menu features Chinese-style braised minced pork and eggs instead of IKEA's Swedish meatballs and salmon. |
據路透社報道，我國西南城市昆明有一家名叫“十一家具”的家居商城，坐落于昆明市南部，面積達一萬平米，共四層，該商城全面模仿了宜家的藍、黃主色布局、模型房間、引導標語以及搖椅設計。另外，商城咖啡館風格的餐廳也是模樣相仿，擺滿了極簡風格的木桌，只是菜譜是中國式的燜肉與雞蛋，而非宜家瑞典式的肉丸與三文魚。此商城的出現足以讓瑞典家具巨頭宜家坐落不安。 |
| Increasingly sophisticated counterfeiters no longer just pump out fake luxury handbags and sports shoes but replicate the look, feel and service of successful retail concepts -- in essence, pirating the entire brand experience. |
如今，模仿者手段日益精細，不再局限于仿造奢侈品牌手袋以及運動鞋，而是開始復制成功零售商的擺設、感覺、服務等理念，本質上講，是盜取整個品牌給人的感受。 |
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Most successful consumer companies have invested millions in promoting and building brands. "At IKEA, as one of the biggest home furnishing companies in the world, protecting intellectual property rights is crucial," IKEA China said in a statement.
(China.org.cn August 3, 2011) |
大部分成功的商家都曾投巨資樹立和推廣品牌，宜家中國在一份聲明中稱：“作為世界最大的家具賣場之一，保護自身知識產權至關重要。” | |
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