| 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. |
据路透社报道，我国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，面积达一万平米，共四层，该商城全面模仿了宜家的蓝、黄主色布局、模型房间、引导标语以及摇椅设计。另外，商城咖啡馆风格的餐厅也是模样相仿，摆满了极简风格的木桌，只是菜谱是中国式的焖肉与鸡蛋，而非宜家瑞典式的肉丸与三文鱼。此商城的出现足以让瑞典家具巨头宜家坐落不安。 |
| 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，模仿者手段日益精细，不再局限于仿造奢侈品牌手袋以及运动鞋，而是开始复制成功零售商的摆设、感觉、服务等理念，本质上讲，是盗取整个品牌给人的感受。 |
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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资树立和推广品牌，宜家中国在一份声明中称：“作为世界最大的家具卖场之一，保护自身知识产权至关重要。” | |
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