宜家线上已入驻京东线下将关闭中国7家商场

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(网经社讯)1月13日消息，宜家宣布将关闭其在中国的7家商场，这是该品牌进入中国市场28年以来规模最大的一次集中关店调整。据网经社数字零售台（DR.100EC.CN）了解，根据宜家中国的说明，自2026年2月2日起，位于上海、广州、天津、南通、徐州、宁波、哈尔滨的7家商场将陆续停止运营。这标志着宜家在华发展策略的重大转变。此前，宜家已关闭了贵阳和上海杨浦的门店。此次调整后，相关城市的消费者仍可通过...

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offline","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":0.9},"content_text":"(网经社讯)1月13日消息，宜家宣布将关闭其在中国的7家商场，这是该品牌进入中国市场28年以来规模最大的一次集中关店调整。据网经社数字零售台（DR.100EC.CN）了解，根据宜家中国的说明，自2026年2月2日起，位于上海、广州、天津、南通、徐州、宁波、哈尔滨的7家商场将陆续停止运营。这标志着宜家在华发展策略的重大转变。此前，宜家已关闭了贵阳和上海杨浦的门店。此次调整后，相关城市的消费者仍可通过其他保留的商场或线上渠道购买产品。此次大规模关店背后，是宜家在中国市场面临的显著增长压力。财务数据显示，宜家中国区销售额在2024财年降至111.5亿元，与2019年的峰值相比缩水近30%。尽管公司试图通过多轮降价、推出大量低价产品来吸引消费者，但“以价换量”的策略并未能有效提振整体营收，反而可能导致品牌定位模糊与客单价下降。市场环境的变化是宜家面临挑战的重要外因。房地产市场的下行抑制了部分家居消费需求，同时，线上购物习惯的普及、社交电商平台上更具性价比的本土品牌崛起，都在分流传统家居卖场的客流。在2024年双11的天猫榜单中，宜家在住宅家具品类中仅列第七，显示出市场竞争的激烈。面对挑战，关店是宜家“集中力量办大事”资源整合战略的一部分。未来，其发展重点将转向线上渠道拓展与线下模式创新。线上，已入驻京东等平台以扩大触达；线下，计划两年内在北京、深圳等重点城市新开超过10家小型门店及设计中心，以更灵活、更靠近社区的形式贴近消费者。这场大规模的撤退与调整，或将成为整个家居零售行业进入存量竞争与转型阶段的一个缩影。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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宜家线上已入驻京东 线下将关闭中国7家商场

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宜家线上已入驻京东线下将关闭中国7家商场