IKEA's marketing plan for the next few years includes a campaign involving the transformation of

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$$interiors into less affluent residential districts in Beijing. The purpose was to create a pleasant atmosphere in a boring place, with the broad message that "change is easy". Other PR activities include taking Chinese journalists to Sweden and

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$$to teach them about Sweden, IKEA and the company's roots, as well as sponsoring a TV show in which viewers are offered home decorating lessons.

The general theme of the upcoming campaigns would be the same as everywhere else in the world, but with a Chinese twist

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be different, break tradition

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$$IKEA$\text{'}$s advertising line in China is planned to be a little "softer" than elsewhere, with a friendly approach and providing solutions for the home, educating the consumer and less focused on price but without forgetting its good deals.

The core message is "small changes, a refreshing new life." Life can be made better, easier, and more enjoyable through small changes. "Small changes" is a key phrase in IKEA ads and in

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store communications. Other campaigns that IKEA has run use the theme "don't be like your parents", and are designed to speak directly to IKEA's target group of young people.

The websites of the different stores in China are also considered an important vehicle for communications, as the Internet is an important source of information for the target. The internet is also used to educate customers about the concept of IKEA and the shopping experience in particular, before customers enter stores. Is the advertising strategy correct in China?