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宜家持续向低价“低头”|消费现场
Hu Xiu·2025-09-06 03:50

Group 1 - IKEA is undergoing a self-adjustment in the Chinese market, launching a new brand positioning "Home, More for Life" and planning to invest 160 million RMB in the 2026 fiscal year to introduce over 150 lower-priced products and more than 1600 new furniture and home items [1][29] - The company has faced declining sales, with a drop from 12.07 billion RMB in the previous fiscal year to 11.15 billion RMB in 2024, marking a nearly 10 billion RMB decrease and a 30% reduction compared to the peak in 2019 [2][3] - IKEA's price adjustment strategy is not a temporary measure but a long-term strategy, with significant price reductions across various product categories, including a notable drop in the price of hot dogs from 7.99 RMB to 5 RMB [1][10] Group 2 - The company is enhancing its competitiveness by upgrading its first store in Xuhui, Shanghai, and entering the JD.com platform, following its previous entry into Tmall [4][5] - The focus on practical solutions is evident in the store's redesign, which emphasizes efficiency in small living spaces and the integration of pets with furniture [20][24] - IKEA's low-price strategy has led to significant sales increases for certain products, with some items seeing over 70% year-on-year growth [20] Group 3 - The new brand positioning reflects a shift towards understanding consumer needs and emotional values associated with home, aiming to provide affordable and sustainable home products [33][36] - The company plans to focus on two core areas: "Complete Sleep" solutions and "Kitchen Life," which will guide product development and marketing strategies [38][39] - IKEA is committed to expanding its digital presence and exploring new store formats, including smaller stores, to better reach consumers [41][42] Group 4 - Despite ongoing changes, the company faces challenges from local competitors and changing consumer preferences, particularly among younger demographics who have more options available [31][43] - The leadership transition with the new CEO may influence strategic decisions, but the focus on the Chinese market remains a priority [42][43] - IKEA's long-term investment strategy in China indicates a commitment to regaining growth momentum and appealing to younger consumers [43]