宜家“7店连关”上热搜！销售额一年蒸发近10亿，未来将开小型门店

Core Viewpoint - IKEA China is closing seven stores, including its largest store in Asia, to optimize costs and improve efficiency, while planning to open over ten smaller stores in the next two years [3][6][7]. Store Closure and Strategy - The closure of seven stores represents nearly 20% of IKEA China's total 41 stores, with the aim to enhance space efficiency and focus resources on consumer-centric channels [3][10]. - The company emphasizes that the closures are part of a proactive transformation rather than an indication of inability to operate [6][7]. Sales Performance - IKEA China's sales have declined significantly, with a drop of nearly 30% from its peak sales of 15.77 billion yuan in 2019 to 11.15 billion yuan in the 2024 fiscal year [10][12]. - The sales growth rate for IKEA China fell from 17% in 2021 to 6.5% in 2023, lagging behind emerging markets like India and Southeast Asia [10]. Digital and Online Strategy - IKEA is shifting focus to online retail channels, including partnerships with platforms like JD.com to enhance delivery services and customer interaction through digital tools [8][10]. - The company plans to invest in digitalization and store experience improvements to better engage consumers [8]. Market Challenges - The home furnishing industry is facing significant challenges, with competitors like Meike Meijia and Red Star Macalline also experiencing financial difficulties [14]. - Experts suggest that the shift towards online shopping and the pressure on profit margins in the standardized home furnishing sector are contributing to IKEA's store closures [14][12].