宜家“关闭7家中国线下店”：并非无法经营，而是主动转型

Core Viewpoint - IKEA China announced the closure of seven offline stores starting February 2, 2026, as part of a proactive transformation strategy aimed at building resilience and future growth in response to declining customer traffic and increased competition in the home retail market [1][5]. Group 1: Store Closures and Customer Traffic - IKEA China will stop operating seven stores, including locations in Shanghai and Guangzhou, as part of its strategic adjustments [1]. - Customers have reported a significant decline in foot traffic, with one employee noting a drop of over 50% compared to peak periods since 2020 [4]. - The Guangzhou Panyu store temporarily suspended operations on January 7, 2023, due to channel layout adjustments, indicating a sudden shift in operational strategy [2]. Group 2: Sales Performance and Market Challenges - For the fiscal year 2025, IKEA's sales are projected to be €39 billion, a decrease of 1.6% from the previous year, highlighting a challenging retail environment [5]. - The Chinese furniture industry is also facing difficulties, with a reported 9.1% decline in revenue for major enterprises from January to November 2025 [5][7]. - The competitive landscape has intensified, with local brands offering lower-priced alternatives that challenge IKEA's market position [7]. Group 3: Strategic Shift to Omnichannel Retail - IKEA China is transitioning to an omnichannel retail model, maintaining 34 offline customer touchpoints and enhancing its online presence [8]. - The company plans to open over ten small-format stores in key markets like Beijing and Shenzhen within the next two years, aiming to better connect with consumers [8][9]. - IKEA is also deepening partnerships with platforms like JD.com to launch instant retail services in seven cities, catering to consumer demand for convenience [8][9].