宜家回应“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 is undergoing a proactive transformation to enhance long-term resilience and future growth, which includes the closure of seven offline stores starting February 2, 2026, but does not imply that these stores cannot continue operating [1][2]. Group 1: Store Adjustments and Consumer Behavior - IKEA China announced the closure of seven stores, including locations in Shanghai and Guangzhou, as part of its strategic adjustments [2]. - Consumers have reported a noticeable decline in foot traffic at IKEA stores, with one employee stating that customer numbers have decreased by over 50% compared to peak times [5]. - A shopper noted that the store's business has been average, with fewer customers on weekdays and slightly busier weekends, indicating a shift in shopping habits [4]. Group 2: Sales Performance and Market Challenges - For the fiscal year 2025, IKEA's retail sales are projected to be €39 billion, a decrease of 1.6% from the previous year, despite a 1.3% increase in store visitors and a 4.6% increase in online visitors [10]. - In China, IKEA reported a 4% growth in both online and offline visitor numbers, with online sales increasing by 2% [10]. - The overall furniture industry in China is facing challenges, with a reported 9.1% decline in revenue for major enterprises and a 22.7% drop in total profits for the first 11 months of 2025 [10]. Group 3: Competitive Landscape - The furniture market is becoming increasingly competitive, with local brands offering similar products at lower prices, making it difficult for IKEA to maintain its market position [11]. - A furniture industry insider highlighted that IKEA's prices, when including logistics and installation, are approximately 40% to 50% higher than local brands, which affects its competitiveness [11]. Group 4: Strategic Shift to Omnichannel Retail - IKEA China is transitioning to an omnichannel retail model, maintaining 34 offline customer touchpoints and enhancing its online presence through digital channels and partnerships [14][15]. - The company plans to open over ten small-format stores in key markets like Beijing and Shenzhen within the next two years, aiming to provide a more community-focused shopping experience [14]. - IKEA is also enhancing its logistics and operational efficiency through automation and digital technology, aiming to create a meaningful price-performance ratio by localizing products inspired by Chinese culture [15].