焦虑的宜家，左手降价，右手关店

Core Viewpoint - IKEA announced the closure of 7 stores in China, marking the largest scale of store closures since entering the market in 1998, which has raised concerns about its future in the region [1][3]. Group 1: Store Closures - The closures will take effect from February 2, 2026, affecting locations in Shanghai, Guangzhou, Tianjin, Nantong, Xuzhou, Ningbo, and Harbin, which represents about 1/6 of its 41 operational stores in China [1]. - Despite the closures, IKEA denies any plans for a large-scale withdrawal from China, emphasizing that the decision is part of a strategic adjustment to focus resources for sustainable long-term development [1][3]. Group 2: Market Performance - IKEA's revenue in China has been declining, with reported figures of €24.74 billion, €22.25 billion, €21.31 billion, and €21.04 billion from the 2022 fiscal year to the 2025 fiscal year [3]. - The company has faced challenges in maintaining its market position, with previous store closures in Guizhou and Shanghai attributed to poor performance and the need for transformation in response to changing consumer behavior [3][4]. Group 3: External Environment - The decline of IKEA in China reflects broader challenges faced by foreign retail companies, as the competitive landscape has evolved significantly since its entry in 1998 [4][5]. - Improvements in the home furnishing supply chain and increased competition have eroded IKEA's price advantage, leading to a loss of price-sensitive customers [7]. - Shifts in design trends and consumer preferences, influenced by social media, have also contributed to a decline in IKEA's appeal, as newer styles gain popularity [8]. Group 4: Strategic Adjustments - Moving forward, IKEA plans to shift from expansion to a more focused approach, targeting key markets like Beijing and Shenzhen, with plans to open over 10 smaller stores in the next two years while enhancing its online presence [3]. - The company has adopted a "lower price" strategy in 2023 to remain competitive and attract consumers, indicating a shift in its traditional positioning [8].