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]

Core Viewpoint - IKEA China has launched a new localized brand positioning "Home Is More Than You Think" for the fiscal year 2026, focusing on enhancing sleep and kitchen experiences to meet the needs of Chinese consumers [1][3]. Group 1: Product Offerings - IKEA plans to introduce over 1,600 new furniture and home products, 23 new product series, and more than 50 new food items, including over 150 lower-priced products, with 70% of price investments focused on best-selling items [1]. - The company aims to provide a comprehensive sleep experience for consumers, enhancing their quality of life through better sleep [1]. Group 2: Kitchen and Dining Experience - IKEA is extending its focus to kitchen life by offering affordable, sustainable high-quality materials and product series that align with Chinese cooking habits, including items like the VARDAGEN wok and KLOCKREN steamer [3]. - The IKEA restaurant will continue to provide affordable, sustainable healthy food options, including hot dogs and traceable salmon, while introducing more products that cater to Chinese dietary preferences [3]. Group 3: E-commerce and Multi-channel Strategy - IKEA's official flagship store on JD.com opened on August 8, covering 168 categories and over 6,500 products, enhancing logistics and membership services to meet diverse consumer needs [5]. - The launch of the JD.com flagship store is part of IKEA's strategy to build a comprehensive multi-channel ecosystem in China, focusing on consumer preferences and accessibility [5]. - The company is exploring new digital platforms and small store formats, with Beijing and Shenzhen identified as key markets for these initiatives [5].