线上线下多维联动，宜家中国以创新实践引领可持续生活

Core Insights - Sustainability is no longer just a keyword in corporate strategy but a tangible expectation from consumers, with IKEA China actively investing in and innovating sustainable practices to integrate sustainability into everyday life [1][2] Group 1: Brand Positioning and Commitment - IKEA China launched a new brand positioning "Home Gives More to Life," embedding environmental concepts deeply into product development, store operations, and customer interactions, transforming ecological responsibility into perceivable green value for consumers [2] - The company was recognized as "Annual Sustainable Development Green Enterprise" in the 2025 New Consumption and New Economy Awards, reflecting its clear strategy in promoting sustainability in China [2] Group 2: Consumer Engagement and Experience - IKEA believes that sustainable development requires collective participation from society, launching a multi-dimensional experience that translates environmental concepts into actionable consumer choices [3] - The "Listening to the Earth" digital interactive experience encourages consumers to engage with sustainability stories behind products, promoting choices that reduce waste and enhance health [3] Group 3: Collaboration with Environmental Organizations - IKEA has deepened strategic partnerships with global environmental organizations, such as the World Wildlife Fund (WWF), to expand responsible forest management in China, with 97% of the wood used by IKEA sourced from FSC-certified forests or recycled materials by the end of the 2024 fiscal year [4] - The company organized knowledge-sharing activities in collaboration with FSC to educate the public on forest protection and sustainable practices [4] Group 4: Commitment to Circular Economy - IKEA announced a partnership with the Ministry of Ecology and Environment to support endangered species protection, donating €1 for each specified plush toy sold to fund conservation efforts [5] - The company aims to become a circular business, investing in recycling and sustainable materials, such as using at least 60% recycled polypropylene in certain products [6][7] Group 5: Sustainable Operations and Services - IKEA China will launch a "Buy Back and Resale Service" covering approximately 1,700 products and a digital circular marketplace by March 2025, enhancing convenience in sustainable services [7] - The company has implemented zero-emission delivery solutions in 17 cities, achieving 100% electric vehicle delivery for the last mile by May 2025 [7]