宜家调整布局，全球品牌如何更接中国地气

Core Insights - IKEA is set to close seven physical locations in China, representing a 17% reduction in its total stores, effective February 2, 2026, indicating a significant shift in its operational strategy [1] - The decision comes after a comprehensive review of customer touchpoints, emphasizing the need for resilience and adaptability in a changing economic landscape [1] Group 1: Financial Performance - IKEA's parent company, Ingka Group, reported a global revenue of €41.864 billion for the fiscal year 2024, reflecting a 5.5% year-over-year decline [2] - In the Chinese market, sales growth has slowed from 17% in fiscal year 2021 to 6.5% in fiscal year 2023, with sales figures dropping from ¥12.07 billion to ¥11.15 billion in fiscal year 2024 [2] Group 2: Customer Engagement and Market Adaptation - IKEA's traditional model of large stores located in suburban areas may not align with current consumer preferences, especially with the rise of e-commerce [3] - The company has faced challenges in providing adequate last-mile delivery and assembly services, leading to potential revenue loss as customers seek more convenient options [3] - To adapt, IKEA plans to open over ten smaller stores in Beijing and Shenzhen over the next two years, aiming to enhance customer proximity and engagement [4] Group 3: Market Trends and Strategic Shifts - The retail landscape has evolved significantly, with large-format stores becoming less viable as consumer habits shift towards smaller, more accessible formats [4] - Understanding and adapting to Chinese consumer behavior is crucial for IKEA to continue capturing market opportunities and benefits [4]