Introduction According to Chinese officials, living standards have improved steadily during the 1980s and 1990s, in addition, many families in recent years are inclined to have their own home as soon as they can afford it. (Zhan, 1998) Under these conditions, competition in the furniture market becomes increasingly fierce. In today's market, some sellers offer multiple types of variable furniture with colorful or high-tech looks. Furthermore, there are some companies that provide the raw materials at a lower price. However, these are all short-term attractions because all companies can copy these tricks so they do not have a high degree of distinction. So, how to use innovative methods to stand out from the competition is a big deal. The self-service offered by IKEA adequately solves the problem. IKEA is a Swedish furniture market run by a 17 year old boy Ingvar Kamprad in 1943 and entered China in 1998. The self-service provided by the company is very interesting and really helpful for the problem mentioned before. This essay will generally be divided into four parts. First, you will be given an introduction to self-service and operation process, including distribution channels, location and finance. The second part will elaborate the theories applied in the service. The next paragraph will analyze the advantages and disadvantages of the service. Finally, some service recommendations will be provided based on the current and future situation in China. The operational process at IKEA Self-service at IKEA is reflected in several ways. When the customer first enters the market, he may pick up a brochure; a free paper ruler and pencil to help you understand the products and record the length of the furniture. The shopping area is decorated with numbers of model homes; It has children's rooms, living rooms, bedrooms, bathrooms and kitchens. All IKEA products for sale are displayed in the exhibition area. As shown in Figure 1, the consumer can follow the track provided by IKEA and can visit all the rooms. Figure 1 Figure 2Unlike stores in China which set a sign writing "no touch", customers are welcome to sit on those furnishings and feel them that make the "show rooms" exist as "rooms of experience”.”.