宜家持续向低价“低头”｜消费现场

Core Viewpoint - IKEA is undergoing significant self-adjustments in the Chinese market, focusing on a long-term low-price strategy to address growth pressures and attract younger consumers [2][3][33]. Group 1: Financial Performance and Market Strategy - IKEA plans to invest 160 million RMB in the 2026 fiscal year, introducing over 150 lower-priced products and more than 1,600 new furniture and home items [2]. - In the 2024 fiscal year, IKEA's sales in China dropped from 12.07 billion RMB to 11.15 billion RMB, a decline of nearly 1 billion RMB, reflecting a nearly 30% decrease compared to the peak in 2019 [3][33]. - The company has previously reduced prices on over 300 products in 2023 and expanded the discount range in 2024, indicating a strategic shift towards lower pricing [2][3]. Group 2: Brand Positioning and Consumer Engagement - The new brand positioning "Home, More for Life" aims to resonate with consumers' needs for quality and value, reflecting a shift towards practical solutions for everyday living [22][23]. - IKEA is focusing on two core areas: "Complete Sleep" and "Kitchen Life," which will guide product development and marketing strategies [27]. - The company is enhancing its engagement with consumers by understanding their daily struggles and aspirations related to home life [23][24]. Group 3: Competitive Landscape and Challenges - The decline in popularity among younger consumers poses a challenge, as they now have more options from local brands that offer better value [20][33]. - IKEA's low-price strategy has shown short-term success, with some products achieving over 70% year-on-year sales growth [12]. - The entry into e-commerce platforms like JD.com is part of IKEA's strategy to adapt to changing consumer behaviors and preferences [17][30]. Group 4: Future Outlook and Strategic Initiatives - IKEA is committed to long-term investments in the Chinese market, with plans to open more small-format stores and enhance digital channels [31][32]. - The company aims to create a more flexible and consumer-centric multi-channel network, responding to the evolving retail landscape [17][30]. - The leadership transition with the new CEO is expected to maintain the focus on the Chinese market, ensuring continuity in strategic priorities [32].