宜家中国大调整：关闭北京、上海等地共7家门店 未来将开设超十家小型门店

Core Viewpoint - IKEA China is adjusting its store layout by closing seven underperforming stores starting February 2, 2026, while emphasizing a shift towards smaller, community-focused stores and enhanced online services to better meet consumer needs [1][2][4]. Group 1: Store Closures and Strategy - The closure of seven stores, including locations in Shanghai, Guangzhou, and Tianjin, is part of a strategic shift rather than a retreat from the Chinese market, as IKEA will still maintain 34 physical locations and multiple digital channels [2][3]. - The closures are aimed at optimizing costs, improving efficiency, and reallocating resources to better align with consumer preferences [1][2]. - IKEA China plans to open over ten small-format stores in key markets like Beijing and Shenzhen within the next two years, marking a transition from large stores to smaller, more flexible retail formats [4][5]. Group 2: Market Trends and Consumer Behavior - The shift in strategy reflects a significant change in consumer habits, particularly among the younger generation, who prefer online browsing and immediate delivery over traditional shopping experiences [5][6]. - The average store visit frequency has dropped from 4.2 times in 2018 to an expected 1.8 times by 2025, indicating a shift towards more fragmented and immediate consumption patterns [6][7]. - The instant retail market in China is projected to reach 1 trillion yuan by 2026, highlighting the growing demand for convenience and speed in retail [6][7]. Group 3: Financial Performance - For the fiscal year 2024, IKEA China's sales are estimated at approximately 11.15 billion yuan, a decline of 7.6% from the previous year and nearly 30% lower than the peak sales of 15.77 billion yuan in fiscal year 2019 [7]. - The sales contribution of IKEA China to the Ingka Group's global retail revenue has decreased to 3.5%, underscoring the need for strategic adjustments [7][8].