宜家中国一次性关闭7家门店，20年来罕见

Core Viewpoint - IKEA is closing seven stores in China by February 2, 2026, marking a rare occurrence in its over 20-year history in the country, but it is not exiting the market entirely; rather, it is undergoing a structural adjustment to focus on key markets like Beijing and Shenzhen [2][6]. Group 1: Store Closures and Adjustments - The seven stores being closed include locations in Shanghai, Guangzhou, Tianjin, Nantong, Xuzhou, Ningbo, and Harbin, with the Shanghai Baoshan store previously being the largest IKEA in Asia [2]. - IKEA China is shifting from large-scale expansion to targeted development, planning to open over ten smaller stores in the next two years, including new locations in Dongguan and Beijing [6][13]. Group 2: Market Challenges - The decline in the real estate market, reduced marriage rates among young people in major cities, and the rise of online shopping have decreased foot traffic to large stores, making the previous "big box" model less efficient [10][12]. - The heavy asset model of owning land and building stores has limited flexibility during market downturns, leading to the closure of underperforming locations [10][12]. Group 3: Future Strategy - IKEA is transitioning to smaller urban stores and enhancing its online presence, integrating various online platforms for a seamless shopping experience [13][15]. - The company is also focusing on improving price competitiveness against local brands by optimizing supply chain efficiency and reducing prices [15]. Group 4: Consumer Experience and Brand Identity - While IKEA's price reductions are a response to competition, the brand's strength lies in providing a unique shopping experience, which may be challenging to replicate in smaller stores and online formats [20][22]. - The need to maintain brand identity while adapting to a smaller store format is a significant challenge for IKEA moving forward [20][22].