直击进博会｜专访宜家中国副总裁阮林娟：加码低价策略，并不意味着持续走低价路线

Core Viewpoint - IKEA China is focusing on its new brand positioning "Home Gives Life More" at the 8th China International Import Expo, emphasizing sustainable and high-quality home living solutions for Chinese consumers [1] Group 1: Strategic Initiatives - IKEA China has introduced the "Growth+" strategy, which aims to leverage its long-standing expertise as a "home living expert" to provide tailored solutions for local consumers [1][2] - The company has formed a strategic partnership with Huajian Technology to support the "Good House" initiative, offering diverse home products and solutions to meet the demand for higher quality housing [2] - IKEA is also launching age-friendly products designed for the elderly, enhancing safety and convenience in daily living [2] Group 2: Localization Efforts - Over its 27 years in the Chinese market, IKEA has continuously adapted to changes in consumer preferences, including the establishment of a design and manufacturing center in Shenzhen and a design ordering center in Beijing [3] - The company is experimenting with smaller store formats in key cities like Shenzhen and Beijing, tailoring product offerings to local community needs [3] Group 3: Pricing Strategy - IKEA China is committed to a low-price strategy, planning to invest 160 million yuan to launch over 150 lower-priced products by the 2026 fiscal year [3][4] - The company emphasizes that the low-price strategy does not mean a shift to a consistently low-price model but aims to provide affordable products while maintaining quality and sustainability [4] - IKEA continues to gather insights on consumer needs through field visits, adapting to the evolving demand for quality living experiences among Chinese consumers [4]