宜家“瘦身”： 一场被迫又主动的战略调整

Core Insights - IKEA China will close seven stores starting February 2, 2026, as part of a strategic transformation to build a more resilient foundation for future growth and focus on local relevance [2][3] - The decision to close stores is driven by underperformance in profitability, with the company aiming to optimize costs and improve efficiency [3][4] - The retail environment for home furnishings is challenging, with a significant decline in the housing market affecting sales, particularly among younger consumers who prefer online shopping [4][7][9] Store Closures and Strategy - The seven stores being closed include locations in Shanghai, Guangzhou, Tianjin, Nantong, Xuzhou, Ningbo, and Harbin, reducing IKEA's physical presence from 41 to 34 locations [2][3] - IKEA plans to open over ten smaller stores in the next two years, focusing on urban core areas like Beijing and Shenzhen, indicating a shift from large warehouse-style stores to smaller, community-oriented formats [12][14] - The closures are part of a broader trend in the retail industry, where large store formats are being replaced by smaller, more efficient models [12][13] Market Challenges - The home furnishings sector is facing a downturn, with IKEA's sales projected to decline by 1.6% to €39 billion in the 2025 fiscal year, despite a slight increase in visitor numbers [6][11] - The Chinese furniture industry is experiencing a significant revenue drop, with a reported 9.1% decline in revenue for major enterprises from January to November 2025 [6] - Changing consumer behavior, particularly among younger generations, has shifted towards online shopping and away from traditional in-store experiences, impacting IKEA's sales [7][9][10] Future Outlook - IKEA aims to enhance its digital capabilities and improve in-store experiences to create a seamless, personalized omnichannel customer experience [5][15] - The company recognizes the need to adapt to the evolving market landscape and consumer preferences, emphasizing the importance of local relevance and competitive pricing [5][17] - Continued investment in the Chinese market is planned, with a focus on digital innovation and customer engagement strategies to capture market opportunities [16][17]