宜家中国战略大调整：关闭7家商场 转向“精准深耕”小型店与线上渠道

Group 1 - The core point of the article is that IKEA China will officially close seven stores in various cities starting February 2, 2026, as part of a strategic shift in its operations [2][4] Group 2 - The closures will affect stores in Shanghai, Guangzhou, Tianjin, Nantong, Xuzhou, Ningbo, and Harbin, which are located in key regional markets across East, South, North, and Northeast China [4] - The closed stores are primarily newer establishments or those with poor market performance, indicating a reevaluation of store locations [4] - IKEA's traditional "suburban large store + self-driving shopping" model is facing challenges due to changing shopping habits among younger consumers [4] - Data shows that by 2024, the penetration rate of e-commerce in the home furnishing and building materials sector in China has exceeded 25%, with over 35% in first-tier cities [4] - Although IKEA China has established an online store, its online sales account for a lower proportion of total revenue compared to industry averages [4] Group 3 - IKEA China plans to focus on "precision cultivation" by opening smaller stores in first-tier cities like Beijing, Shanghai, and Shenzhen while enhancing online channel development [4] - This marks a fundamental shift in IKEA's strategy in China, moving from a broad market coverage model relying on large stores to a more precise city-based operational approach [4] Group 4 - The small store model presents new challenges to IKEA China's cost structure, as traditional large stores, despite high rents, integrate display, warehousing, and sales, simplifying the supply chain [4] - Smaller stores will require separating the warehousing and distribution centers from the urban delivery network, posing significant logistical challenges for IKEA in China [4]