“免费遛娃”的宜家也闭店，线下大店开不起了？

Core Viewpoint - IKEA China is closing 7 stores, representing nearly a quarter of its total physical locations, indicating a significant shift in its operational strategy amidst declining revenue and changing consumer behavior [4][5][18]. Group 1: Store Closures - IKEA China announced the closure of 7 stores located in East, South, North, and Northeast China, affecting several second-tier cities previously considered potential markets [8]. - The closed stores include some of the earliest locations in China, such as the Shanghai Baoshan store opened in 2003 and the Guangzhou Panyu store opened in 2005 [8]. - The closures will lead to a reduction in physical retail presence, with the company committing to provide severance packages and support for affected employees [13][15]. Group 2: Financial Performance - IKEA's revenue in China peaked at 12.07 billion yuan in the fiscal year 2021 but began to decline in 2022, with projections for the fiscal year 2024 estimating revenue to drop to 11.15 billion yuan, a decrease of nearly 1 billion yuan year-on-year [17][18]. - The decline in revenue is attributed to multiple factors, including the rise of online shopping, competition from domestic brands, and a general trend of consumer downgrade [18][24]. Group 3: Changing Consumer Behavior - Consumer preferences have shifted significantly, with many opting for online shopping platforms like Taobao and JD.com for immediate satisfaction rather than the immersive experience offered by physical stores [23]. - Online sales for IKEA in China have surpassed 30% and continue to grow, reflecting the changing landscape of retail consumption [24]. Group 4: Market Challenges - The decline in the real estate market has also impacted IKEA's business model, making its large store format seem cumbersome and expensive [19]. - Domestic brands such as Genji Mu Yu and Lin's Home are capturing market share by offering lower prices and faster product iterations, further challenging IKEA's traditional retail approach [24].