宜家中國近日正式對外宣布，將啟動新一輪組織與通路調整，作為其深化在華轉型戰略的重要一環。根據公告內容，宜家中國將陸續關閉部分大型線下商場，同時加速轉向小型門店與線上銷售體系，以因應中國零售環境與消費結構的快速變化。

依照目前公布的資訊，宜家中國確定自2026年2月2日起，停止營運七處線下實體商場，分別為上海寶山商場、廣州番禺商場、天津中北商場、南通商場、徐州商場、寧波商場以及哈爾濱商場。這些據點多屬於傳統的大型郊區型賣場，營運面積大、固定成本高，在近年客流下滑與消費趨於保守的情況下，經營壓力逐漸浮現。

宜家中國強調，此次關店並非單純的收縮，而是整體策略方向的調整。過去多年，宜家在中國市場以「快速擴張、大店模式」為核心，隨著城市發展、房地產市場變化以及消費者生活型態轉變，這種模式的效率正面臨考驗。未來，宜家將從追求規模成長，轉為更精準、深入、貼近消費者的經營方式，把資源集中投入在高潛力城市與高頻接觸的銷售場景中。

在實體通路方面，宜家計畫大幅發展小型門店與城市型據點，例如市中心店、社區店與體驗型展示空間。這類門店面積較小，選址更貼近居住區與商圈，主打即逛即買、快速配送與空間解決方案諮詢。宜家中國透露，未來兩年內，將在北京、深圳等一線與核心城市新增超過十家小型門店，作為新零售模式的重點佈局。

線上通路則是此次轉型的另一個關鍵支柱。宜家將持續加強數位銷售與服務能力，整合官方網站、手機 App、微信小程序，以及天貓與京東等主流電商平台，提升商品可及性與配送效率。透過線上展示、線下體驗與到家服務的結合，宜家希望打造更符合中國消費者需求的全通路購物體驗，降低對單一實體賣場的依賴。

對於外界關注的員工安置問題，宜家中國表示，將為受影響的員工提供完整且具體的支持方案，包括內部轉調機會、培訓與再就業協助，並承諾整個過程將遵循公平、透明與合規原則，盡量降低組織調整對員工帶來的衝擊。

整體而言，這次關閉七家商場的決定，反映出宜家中國對當前市場現實的重新評估。在消費信心偏弱、房地產市場持續低迷，以及本土家居品牌競爭日益激烈的背景下，宜家選擇以優化成本結構、提升營運效率與強化數位能力作為突破口，試圖在中國零售市場的新階段中，找到更具韌性與可持續性的成長路徑。

IKEA China has recently announced a new round of organizational and channel adjustments as part of its broader effort to deepen its transformation strategy in the Chinese market. According to the official statement, IKEA China will gradually close a number of large-format offline stores while accelerating its shift toward smaller store formats and online sales channels, in response to rapid changes in China’s retail environment and consumer behavior.

Based on the information released so far, IKEA China has confirmed that seven physical stores will cease operations starting February 2, 2026. These locations include the Shanghai Baoshan store, Guangzhou Panyu store, Tianjin Zhongbei store, Nantong store, Xuzhou store, Ningbo store, and Harbin store. Most of these sites are traditional large-scale suburban stores with expansive floor space and high fixed operating costs. In recent years, declining foot traffic and increasingly cautious consumer spending have placed growing pressure on the profitability of such formats.

IKEA China has emphasized that these closures should not be viewed simply as a contraction, but rather as a strategic realignment. For many years, IKEA’s expansion in China was driven by rapid growth and large-store development. However, as urban development patterns evolve, the real estate market cools, and consumer lifestyles change, the efficiency of this model has come under scrutiny. Going forward, IKEA plans to move away from scale-driven expansion toward a more precise, in-depth, and consumer-centric approach, concentrating resources on high-potential markets and higher-frequency consumer touchpoints.

On the physical retail side, IKEA will significantly expand its network of small-format and city-center stores, such as downtown outlets, community-based locations, and experience-oriented showrooms. These smaller stores typically require less space, are located closer to residential areas and commercial districts, and focus on quick visits, convenient purchases, fast delivery, and home-solution consultations. IKEA China has indicated that over the next two years it plans to open more than ten such small-format stores in key cities such as Beijing and Shenzhen, positioning them as a core component of its new retail model.

Online channels represent another critical pillar of IKEA China’s transformation. The company will continue to strengthen its digital sales and service capabilities by integrating its official website, mobile app, WeChat mini-program, and major e-commerce platforms such as Tmall and JD.com. By combining online product browsing, offline experiences, and home delivery services, IKEA aims to create a seamless omnichannel shopping experience tailored to the needs of Chinese consumers, while reducing its reliance on large standalone physical stores.

Regarding employee arrangements, IKEA China stated that it will provide comprehensive support for affected staff, including internal transfer opportunities, training programs, and reemployment assistance. The company has pledged that the entire process will be conducted in a fair, transparent, and compliant manner, with the goal of minimizing the impact of organizational changes on employees.

Overall, the decision to close seven stores reflects IKEA China’s reassessment of current market realities. Against the backdrop of subdued consumer sentiment, a prolonged downturn in the real estate sector, and intensifying competition from domestic home furnishing brands, IKEA is choosing to optimize its cost structure, improve operational efficiency, and strengthen its digital capabilities in an effort to find a more resilient and sustainable path for growth in the next phase of China’s retail market