据宜家中国表示，宜家中国在对现有顾客触点进行全面审视和评估之后，决定自2026年2月2日起停止运 营包括宜家上海宝山商场、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 家宁波商场和宜家哈尔滨商场在内的七个线下触点。 此外，宜家中国还将从规模扩张转向精准深耕，以北京和深圳作为重点市场进行探索，在接下来的两年 内开设超过十家小型门店，包括将于2026年2月开业的宜家东莞商场和将于2026年4月开业的北京通州商 场。并且还将继续加强线上布局，并对现有商场进行投资。 宜家中国表示，将持续评估并优化全渠道生态系统，通过更聚焦、更灵活的投资实现更高效的运营和更 好业务成果。近期的举措包括：融合家居灵感与社交体验的上海徐汇商场改造项目、在全国多地新开的 五家不同规模的全新门店，以及新近上线的宜家京东旗舰店。 自2026年2月2日起，停止运营7个线下触点调整后，宜家在中国仍拥有 34 个线下顾客触点、3个自有数 字化渠道以及2家电商平台旗舰店。 从降价到多渠道探索 根据宜家母公司英格卡集团财报数据，宜家中国区销售额从2019财年巅峰期的157.7亿元，一路下滑至 2024财年的111.5亿元，缩水近三成 ...

Core Insights - IKEA's long-term strategy in the Chinese market focuses on "low prices" to address the shrinking demand in the home furnishing sector and intense competition [2][6] - The company plans to launch over 1,600 new furniture and home products, 23 new product series, and more than 150 low-priced items by the fiscal year 2026 [2][3] - IKEA aims to expand its small store format and digital business in China, with Beijing and Shenzhen identified as key markets for this initiative [2][4] Pricing Strategy - Since 2020, IKEA has invested a total of 673 million yuan in introducing lower-priced products, with plans to continue this trend in the upcoming fiscal years [3][6] - For the fiscal year 2024, IKEA has implemented price reductions on over 500 products, investing more than 400 million yuan, while for 2025, the investment is set at 273 million yuan, focusing on sleep-related products [3][6] - The sales volume of low-priced products increased by 70% in the fiscal year 2024, indicating the effectiveness of the pricing strategy [6][7] Small Store Expansion - IKEA has been exploring smaller store formats since 2020, with the first small store opening in Shanghai, aiming to reach urban consumers more effectively [4][5] - The company has opened 40 customer touchpoints in mainland China, including 37 stores and 10 shopping centers, and plans to continue expanding its small store presence [4][5] - Other home furnishing companies are also adopting similar small store strategies to reduce costs and penetrate lower-tier markets [8][9] Digital and Online Strategy - IKEA is enhancing its digital experience, launching an AI-based digital design platform in the Chinese market for the fiscal year 2025 [10] - The company has also entered into partnerships with third-party platforms, such as launching an online store on JD.com, to strengthen its online presence [10] Market Outlook - The Chinese home furnishing market is expected to show strong growth, with projected sales exceeding 5.3 trillion yuan by 2027, driven by demand from the stock housing market and innovations in smart home products [10]