人们还需要宜家，只是不需要宜家门店了

Core Viewpoint - The closure of IKEA's stores in China marks a significant shift in consumer behavior and the company's market position, reflecting changing lifestyles and preferences among consumers [6][7][10]. Group 1: Store Closures and Consumer Behavior - IKEA China announced the closure of seven stores, the largest closure in its 30-year history in China, reducing its total number of stores to 41 [7][8]. - Despite a continuous increase in foot traffic, sales figures have declined for two consecutive years, indicating a disconnect between customer visits and actual purchases [8]. - The shopping experience at IKEA has evolved, with many consumers now visiting for leisure rather than shopping, leading to a decrease in actual purchases [22][23]. Group 2: Changing Consumer Preferences - Consumers' needs have shifted from frequent home purchases to a more cautious approach, often opting to keep existing furniture rather than replace it [23][24]. - The rise of alternative styles and platforms, such as second-hand markets, has made IKEA's once-dominant position less relevant [23][31]. - Younger consumers perceive IKEA's products as expensive compared to alternatives available online, leading to a preference for lower-cost options [31][33]. Group 3: IKEA's Response and Future Strategy - In response to market changes, IKEA plans to focus on price investments and local relevance, aiming to provide more affordable home products [33][34]. - The company is shifting from large-scale expansions to exploring smaller store formats and enhancing its online presence [33][34]. - IKEA aims to maintain its relevance by adapting to consumer needs, emphasizing a lighter, closer, and cheaper approach to retail [34][35].