这样的抢购热潮，同步在国内七座城市上演。 1月7日，宜家中国发布《关于调整门店布局的说明》，称评估之后决定关闭七家门店：宜家上海宝山商场、宜家广州番禺商场、宜家天津中北商场、宜 家南通商场、宜家徐州商场、宜家宁波商场、宜家哈尔滨商场，自2026年2月2日起停止运营。 "这辈子没见过宜家这么多人。" 清晨七点，上海宝山宜家商场清仓首日，门前排起百米长队。为抢购折扣商品，有顾客提前三小时等候，货架上3至7折的商品被迅速扫空，结账队伍在 楼层蜿蜒。 公告如一石激浪，把"宜家一口气关闭7家门店"等话题冲上热搜，也让这些人气滑落的卖场迎来最后的客流回春——有人来抢购商品，有人来缅怀青春， 一些顾客形容"清仓现场像过年"。 据宜家官网信息，目前宜家在中国有41个线下触点，此次七店同关，是其入华28年最大规模的一次门店收缩。 作为全球家居零售巨头，宜家曾启蒙一代都市中产的家居审美，以线下大卖场模式驰骋市场多年，而在剧变的行业中，它正在重新锚定自己的价值坐 标。 宜家时代并未终结，但在电商与国货成主流、消费日渐分化的新周期中，它亟待寻到一种新的途径"靠近"中国消费者，不只在物理距离上，更在心理距 离上。 前"亚洲最大宜家"谢 ...

Core Insights - IKEA is closing seven stores in China, marking a significant shift away from its traditional large store model, reflecting changes in consumer behavior and market dynamics [1][2][10] - The company's sales in China have declined by 7.6% year-on-year for the fiscal year 2024, with a nearly 30% drop from its peak sales of 15.77 billion yuan in 2019 [2][10] - The global retail revenue for IKEA decreased by 1% to 44.6 billion euros, with operating profit dropping over 25% [2] Group 1: Strategic Shift and Market Dynamics - The closure of stores represents not just a business model optimization but a collective shift in consumer expectations towards personalized and functional home solutions [2][3] - The rise of local brands has reshaped the competitive landscape, with companies like Lin's Home and Source Wood focusing on personalized services and efficient supply chains, often offering products at 60%-70% of IKEA's prices [5][6] - The changing consumer landscape is driven by the Z generation, who prefer online shopping and personalized experiences over traditional retail formats [4][10] Group 2: New Consumer Behavior and Digital Ecosystem - Consumers are increasingly seeking unique and personalized home solutions, moving away from standardized offerings [4][11] - The digital ecosystem plays a crucial role in shaping consumer decisions, with platforms like Xiaohongshu and Taobao facilitating inspiration and transactions [7][8] - The integration of AI tools in design and the establishment of socialized installation networks are enhancing the overall consumer experience, making it easier to realize home aspirations [8][9] Group 3: Future Competitive Landscape - The future of home furnishing will depend on understanding diverse consumer needs, creating seamless online-offline service networks, and adding meaningful value beyond basic functionality [11][12] - Policies promoting home renovation and smart products are expected to provide opportunities for companies focusing on the existing housing market [11] - The closure of IKEA stores signifies a broader societal shift where consumers are taking control of their home narratives, moving from passive recipients to active participants in defining their living spaces [12]