Core Insights - IKEA China plans to invest 160 million RMB in FY2026, introducing over 150 lower-priced products and a new localized brand positioning "Home Is More Than You Think" to enhance consumer engagement [1][3] - The company emphasizes the importance of quality living, shifting consumer focus from merely acquiring more to valuing what truly matters, as highlighted in their latest "Home Living Report" [3][5] - IKEA China has invested a total of 673 million RMB over the past two fiscal years to adapt to market changes and has launched a digital design platform utilizing AI technology across 31 global markets [5] Investment and Product Strategy - The investment of 160 million RMB will support the launch of over 1,600 new furniture and home products, 23 new product series, and over 50 new food items [5] - IKEA will focus on complete sleep and kitchen living scenarios, while also offering affordable and sustainable food options in its restaurants, including hot dogs and traceable salmon [5] Consumer Engagement and Brand Positioning - The new brand positioning aims to resonate with consumers' values and foster long-term relationships, emphasizing the human-centric nature of the home furnishings industry [3][5] - IKEA China is collaborating with local organizations for the "IKEA Blue House, Hidden Guide to Home" themed exhibition, which will take place from September 7 to 14 in Shanghai [5][7]