货架被搬空！排队1.5小时进场，宜家广州一商场清仓，超600件3折起甩卖

Core Viewpoint - The article discusses the challenges faced by IKEA in China, highlighting a significant decline in sales and the closure of nearly one-fifth of its stores, raising questions about its market viability and strategic adjustments in response to changing consumer behavior and competition [9][10][11]. Group 1: Store Closures and Sales Performance - IKEA China announced the closure of seven stores, representing nearly 20% of its total outlets in the country, including locations in Shanghai and Guangzhou [10]. - For the fiscal year 2024, IKEA China reported revenue of 11.15 billion yuan, a year-on-year decline of 7.6%, while its parent company, Ingka Group, experienced a global revenue drop of 5.5% [11]. - The furniture industry in China is facing challenges, with a reported 9.1% decline in revenue for large-scale enterprises from January to November 2025 [17]. Group 2: Consumer Behavior and Market Dynamics - The article notes a surge in consumer interest during the clearance sale, with long queues and significant discounts on select items, indicating a strong brand presence despite underlying issues [1][19]. - Observations from consumers reveal a mismatch between expectations of discounted items and the reality of limited availability, with many items already sold out upon arrival [7][8]. - The shift in consumer preferences towards more convenient and cost-effective shopping options, driven by local e-commerce and brands, poses a significant challenge to IKEA's traditional business model [14][15]. Group 3: Strategic Adjustments and Future Outlook - The trend of "large stores retreating and small stores thriving" is becoming prominent in the home furnishings retail sector, prompting IKEA to adapt its strategy [17]. - The company is transitioning from large warehouse-style stores to smaller, more community-focused outlets, which may enhance consumer engagement but could dilute the unique shopping experience IKEA is known for [20]. - Despite the challenges, IKEA retains a strong customer base in China, which presents both an opportunity and a responsibility for the brand to evolve and meet changing consumer needs [19].