Recently, there’s been speculation that IKEA is being ‘abandoned’ by China’s middle class. This notion stems from some consumers shifting toward more premium, personalized, or locally designed brands. However, the reality is more nuanced. IKEA still maintains a broad customer base in China, with its affordability, modular designs, and one-stop shopping experience remaining appealing to many households. The idea of ‘abandonment’ largely reflects an evolution in middle-class consumption values—they’re no longer satisfied with standardized products and now seek uniqueness, eco-friendly materials, and cultural resonance. In response, IKEA is actively adapting its strategy, such as introducing more localized designs, enhancing its online presence, and piloting sustainable initiatives like second-hand furniture resale. Thus, it’s not so much that the middle class has left IKEA behind, but rather that IKEA must redefine its position in a changing consumer landscape. Rather than abandonment, it’s a mutual evolution—consumers are maturing, and the brand is transforming alongside them.
近年来，有观点认为宜家正逐渐被中国中产阶级“抛弃”。这一说法源于部分消费者转向更高端、个性化或本土设计品牌。然而，实际情况更为复杂。宜家在中国仍拥有广泛的用户基础，其高性价比、模块化设计和一站式购物体验对许多家庭依然具有吸引力。所谓“被抛弃”，更多反映的是中产消费观念的升级：他们不再满足于标准化产品，而追求独特性、环保材料与文化认同。宜家也正积极调整策略，例如推出更多本地化设计、加强线上渠道、探索二手家具回收等可持续举措。因此，并非中产彻底离开宜家，而是宜家需要在新消费语境下重新定位自己。与其说是“抛弃”，不如说是双方都在进化——消费者在成长，品牌也在转型。
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