宜家回应“关闭7家中国线下店 ” ：并非无法经营，而是主动转型

Core Insights - IKEA China announced the closure of seven physical stores starting February 2, 2026, as part of a strategic shift towards resilience and future growth [1][8] - The company reported a significant decline in customer traffic, with some stores experiencing over a 50% drop compared to peak periods [2][3] - Despite the challenges, IKEA's online sales and visitor numbers have shown growth, indicating a shift in consumer purchasing behavior [5][8] Company Adjustments - IKEA China is transitioning to a multi-channel retail model, emphasizing the importance of both large and small stores, as well as online platforms [8][9] - The company plans to open over ten small stores in key markets like Beijing and Shenzhen within the next two years, alongside enhancing its online presence [8][9] - IKEA aims to improve logistics and operational efficiency through automation and digital technology [9] Market Conditions - The overall furniture industry in China is facing challenges, with a reported 9.1% decline in revenue for major enterprises in 2025 [6] - Increased competition from local brands has led to a significant price reduction in furniture, making it difficult for IKEA to maintain its market position [7] - The furniture market is becoming increasingly saturated, with a noted 11.38% decrease in market area for building materials and home furnishings [6]