宜家中国一次性关闭7家门店，20年来罕见

Core Viewpoint - IKEA is not exiting the Chinese market but is undergoing a significant structural adjustment, closing seven stores while focusing on smaller, urban stores and enhancing online presence [4][9]. Group 1: Store Closures and Adjustments - IKEA will close seven stores in China by February 2, 2026, including major locations like Shanghai Baoshan, which was once the largest IKEA in Asia [4]. - The closures are part of a broader strategy to shift from large-scale expansion to targeted development, with plans to open over ten smaller stores in key markets like Beijing and Shenzhen [9][20]. Group 2: Market Trends and Consumer Behavior - The retail landscape, particularly in the home goods sector, is evolving, with IKEA adapting by opening smaller stores that focus on consultation and experience rather than large warehouse-style outlets [20]. - Changes in consumer behavior, such as reduced frequency of visits to large stores due to the rise of online shopping and instant retail, have prompted IKEA to rethink its business model [14][20]. Group 3: Competitive Landscape - IKEA faces increasing competition from local brands that offer better price-performance ratios, necessitating a shift in strategy to maintain market share [24]. - The company has been reducing prices in response to competition from local brands like GenShuMuYu and LinShiJiaJu, indicating a need to enhance supply chain efficiency [24]. Group 4: Future Challenges - Despite the strategic shift, IKEA's response speed to changes in the Chinese market has been criticized as slow, which may hinder its competitiveness [27][28]. - The challenge lies in maintaining the brand's experiential essence while transitioning to smaller formats and online channels, as the immersive "showroom" experience is difficult to replicate in smaller stores [29][32].