IKEA加速中国本土化进程，全新品牌定位与扩展策略齐头并进

IKEA通过新的品牌定位加速在中国市场的本土化扩展，随着其在中国的战略调整，宜家致力于更好地融入当地市场，提供更加贴近中国消费者需求的家居产品，此举旨在深化品牌在中国的本土化进程，以满足不断增长的消费需求并扩大市场份额。

TMTPOST -- IKEA China is taking a bold step in its ongoing localization strategy, unveiling a refreshed brand positioning and ambitious plans for product expansion and digital innovation in the Chinese market.

At its FY2026 kick-off meeting in Shanghai, the Swedish home furnishing giant introduced its new slogan: “Home Is More Than You Think,” signaling a deeper commitment to catering to Chinese consumer preferences.

As part of its FY2026 initiatives, IKEA plans to invest 160 million yuan (approximately US$23 million) to launch over 1,600 new furniture and home products, 23 new product series, and more than 50 new food items. In a move to enhance affordability, the company will introduce over 150 products at even lower prices, concentrating 70% of price investments on the most popular items among consumers.

This follows the company’s “Growth+” strategy, announced in 2023, which aims to guide IKEA China over a three-year horizon with an investment of 6.3 billion yuan (US$910 million). The approach focuses on three main pillars: self-driven “iteration”, meaningful “co-creation”, and continuous “exploration.” Over the past two fiscal years, IKEA China has already invested 673 million yuan (US$97 million) to expand its product offerings at lower prices, launched an AI-powered digital design platform, and upgraded its service ecosystem through the new IKEA Member Club.

For FY2026, IKEA is doubling down on affordability, digitalization, and service upgrades, while emphasizing a closer connection with the Chinese market. Liu Rui, Vice President of Business Transformation and Innovation at IKEA China, highlighted the company’s continued focus on its “comprehensive sleep” solutions, which remain a strategic priority. In addition, IKEA is placing greater emphasis on kitchen living, offering products and solutions tailored to Chinese dietary and cooking habits, from high-quality, sustainable materials to expanded ranges of tableware and kitchenware. IKEA’s restaurant network will also continue providing affordable and healthy food options, including offerings aligned with local tastes.

The FY2026 kick-off meeting also reflected internal structural adjustments. Liu Rui, previously Vice President of Business Transformation and Sustainability, now holds the title of Vice President of Business Transformation and Innovation. This shift underscores IKEA China’s market-driven approach and its intention to stay agile amid changing consumer demands.

IKEA is also experimenting with smaller store formats and digital-first retail channels. In August, the company launched its JD.com Official Flagship Store, marking its second domestic e-commerce platform after debuting on Tmall in 2020. The JD.com store features 168 categories and over 6,500 products, including furniture, textiles, tableware, storage solutions, and home décor. Notably, two new e-sports-focused products—the BÄSTBOL chair and MORUMRO desk—were introduced on the platform.

The online store offers discounts of up to 50% and free shipping for orders over 329 yuan (US$48), integrating JD Logistics for smaller deliveries while maintaining IKEA’s traditional truck logistics for large items. While the expansion into e-commerce is measured, it forms a key part of IKEA’s omnichannel ecosystem, which aims to integrate online and offline experiences seamlessly.

IKEA’s expansion strategy reflects a consumer-first philosophy. “Where is our target customer base? Where do they want to encounter IKEA? This is the crucial starting point we must grasp,” Liu Rui said. The JD.com flagship store represents a critical step in building an omnichannel presence, connecting online platforms with physical retail.

Offline, IKEA continues to experiment with small-format store concepts. The Design and Planning Studio in Luohu, Shenzhen, opened in 2024, spans just 300 square meters, offering personalized one-on-one design services and tailored solutions. This compact model allows IKEA to adapt locations, store sizes, and business functions to local consumer needs, providing flexibility and enhancing customer engagement.

IKEA’s low-price pop-up stores, such as the one opened in Shanghai Taikoo Li, feature highly affordable items like kettles for 9.9 yuan (US$1.4) and large storage baskets for only a few dozen yuan, further demonstrating its commitment to accessibility and local relevance.

IKEA’s strategy in China reflects a holistic approach, combining price reductions, digital innovation, omnichannel integration, and a deep understanding of consumer behavior. Beijing and Shenzhen will serve as key markets for experimenting with new store concepts and formats, while the company continues to explore online and offline synergiesto enhance the overall shopping experience.

“To achieve more localized development and better meet real consumer needs, it all comes down to understanding their lives and using the right product combinations to match each store and channel,” Liu Rui emphasized. IKEA’s ongoing transformations suggest that the company is not only adapting to China’s dynamic retail market but also positioning itself as a proactive, innovative brand ready to capture new opportunities in one of the world’s most competitive home furnishing markets.

As IKEA China moves forward, its focus on localization, affordability, digitalization, and experiential retail is likely to shape its trajectory in 2026 and beyond, setting the stage for sustained growth and deeper consumer engagement.