Red Star Macalline Leads The Reform Of High-End Electrical Appliances Channel, Sets Off A New Industrial Situation, And Will Open 30 "Intelligent Electrical Appliances Life Halls" This Year

On May 1, the world's first "smart electrical life hall" of Red Star Macalline opened in Shanghai. Zhu Jiagui, executive president of Red Star Macalline home group and general manager of large operation center, said that the opening of "smart appliance life hall" is the starting point for Red Star Macalline to march into high-end electrical appliances.

On the same day, Xu Dongsheng, vice president of China Household Appliances Association, delivered a speech at the launching ceremony. In his opinion, the channel reform of electrical appliance retail needs to strengthen the ability of exhibition, demonstration, communication, design and service“ The internal needs of intelligent, scene oriented and ecological appliances, together with the promotion of consumption upgrading, objectively require that the retail channel must speed up the reform. "

It is in this context that the Red Star Macalline "smart electrical life hall" came into being. It is understood that the world's first "smart electrical life hall" opened in Shanghai is located in the North Hall of Red Star Macalline global home store No.1. The first phase covers an area of 16000 square meters, and more than 60 high-end electrical appliances brands have been settled in the first batch, including more than 10 imported electrical appliances brands. It is the high-end electrical appliances Living hall with the largest business area, the most complete categories and the largest single business area of imported brands in the domestic home furnishing industry.

The opening of the museum is also another important implementation and embodiment of the strengthening of category deep cultivation and heavy operation since the Red Star Macalline put forward the strategy of "light assets and heavy operation" at the beginning of this year. Next, red star Macalline will bring a new consumption trend of high-end intelligent appliances with the "smart appliance life hall" and lead the channel reform of China's high-end intelligent appliances.

Zhu Jiagui, executive president and general manager of big operation center of Red Star Macalline home furnishing group. Information map

Fill the gap of high-end electrical appliance retail channel

At the spring meeting in 2021, red star Macalline officially promoted "light assets and heavy operation" as an enterprise strategy. Among them, "heavy operation" includes eight regional strategies, three-year business planning, nine theme pavilions, 30 regional No.1 stores, new hot-selling brands, and Exhibition store alliance. The landing of the Red Star Macalline "intelligent electrical life hall" is the implementation of the theme hall strategy and the strategy of No.1 store.

As Zhu Jiagui said, the opening of "smart appliance life hall" is the starting point for Red Star Macalline to enter high-end electrical appliances. To this end, red star Macalline has gathered high-end electrical products scattered all over the country. In addition to the characteristics of numerous original decoration materials, rich home decoration products and strong consumer experience, red star Macalline has further realized the integration of home furnishing, home decoration and electrical appliances to meet the needs of consumers for one-stop shopping.

"What consumers want is not decoration, but a home. The simpler you make it and the less you worry about it, the more he will like to shop with you. " Zhu Jiagui said that red star Macalline has been deeply involved in the high-end retail market for many years, and has rich scene experience service ability, scheme design ability and delivery ability. It is this ability accumulation that provides support for the channel reform of Red Star Macalline.

In recent years, with the rapid growth of the national economy and the sharp rise of family income, the demand for the quality of the living environment of the first and second tier cities to improve the replacement population has increased significantly under the trend of consumption upgrading. As a result, the attention to design, health, smart home appliances is more prominent.

At the same time, made in China in recent years is also rising and catching up, and domestic electrical brands are gradually on the high-end line. "2020-2021 China's high-end home appliance Market Research Report" released by GfK China points out that with China's economic growth returning to normal, consumer confidence is gradually restored, and the consumption of high-income groups promotes the rapid growth of high-end home appliance market. Artistic design, breakthrough and innovation, core technology and intelligent direction further drive the high-end development of electrical products.

In this wave of high-end electrical appliances, what role can channels play and how to empower the industry? It is a question that red star Macalline is thinking about.

Zhu Jiagui believes that red star Macalline has the advantage of scene. "In the past, the image of the electrical exhibition hall is far inferior to that of the home exhibition hall, because the soft decoration skill and lighting level are not enough. Many of our exhibition halls are designed by master designers, which is very easy to leave a high-end impression. " In his opinion, scene based display is a major feature of high-end channels. The scene design of Red Star Macalline's "intelligent electrical life hall" makes the electrical exhibition hall break through the traditional layout and connect with the concept of "high-end".

In addition, design capability is one of the advantages of Red Star Macalline“ Red Star Macalline emphasizes the whole house design ability and the integration of home decoration and home furnishing. " According to Zhu Jiagui, at present, red star Macalline not only has its own design room, studio, home decoration company, but also introduces many socialized home decoration companies to vigorously promote the integration of home decoration and home furnishing, so as to provide consumers with a complete home furnishing scheme.

In fact, for today's consumers, whether it is a new house or a second renovation, "first look program" is the basic appeal. Xu Jing, general manager of intelligent electrical business department of Red Star Macalline large operation center, said that the store of "smart appliance life hall" of Red Star Macalline specially emphasizes the scene and customer experience, and the large enough volume of the store can provide enough space for various brands to present the scene exhibition hall to consumers.

"For example, a.o. Smith has 900 square meters of business area in the" intelligent electrical life hall ". It has integrated the four parts of air conditioning, HVAC, water supply and fresh air in 900 square meters." In Xu Jing's opinion, red star Macalline is a circulation channel with platform attribute. It will not conduct unified image planning for the exhibition hall, but it will provide enough space for the brand to put the best part of high-end experience on the platform of Red Star Macalline.

Creating an industrial aggregation ecology

For a long time, electrical appliances have been an indispensable category in the Red Star Macalline home shopping mall. In 2018, red star Macalline established the intelligent electrical business department to further explore the value of the integration of electrical appliances and home furnishings.

Relevant data shows that in the past three years, red star Macalline intelligent electrical products have been growing at a rate of 30% - 50% every year, becoming one of the fastest growing categories of the company. Last year, the operating area of Red Star Macalline electrical products increased by 20%. By the end of 2020, the operating area of the whole electrical products will increase to 6% of the total operating area of Red Star Macalline, reaching more than 1 million square meters.

Since this year, with the official release of China's "fourteenth five year plan" and the outline of long-term goals in 2035, the policy of encouraging the consumption of electrical appliances and home furnishings has been favorable, which has brought about the further upgrading of domestic consumption structure and the release of a large number of high-end consumer demand, especially in the consumption of electrical appliances, home furnishings, decoration and other categories.

With years of accumulation in the field of big home furnishings, red star Macalline is expected to take the lead in this round of channel reform and consumption upgrading trend. It is reported that by the end of 2020, red star Macalline, with 476 home shopping malls, has become the largest flow entrance of high net worth people for household consumption. At the same time, red star Macalline home furnishing platform has gathered a large number of excellent designer resources, enabling the electrical brand to provide consumers with whole house solution.

Behind the whole house decoration is the integration of electrical appliances, home furnishings and home decoration“ If you buy a TV after your home is decorated, it will be very limited if you add a smart home solution. Therefore, you must do it in advance. " In the view of Wang Hai, vice president of Skyworth electronics in Shenzhen, the core of the new retail business includes the front-end channel, which is a major advantage accumulated by red star Macalline over the years.

In order to match with the pre consumer behavior, the sales of electrical appliances must be scene oriented. For the electrical industry, red star Macalline's "smart electrical life hall" has successfully created a new retail scene of domestic electrical appliances, providing a platform for communication of electrical products. Guo Meide, President of Aowei cloud network, pointed out that all exhibition halls of Red Star Macalline are divided by scenes, "what consumers buy is not products, but solutions."

At present, red star Macalline, together with Alibaba cloud team, has built a huge data platform and aggregation delivery platform in the home furnishing industry, which can integrate big data of both sides, and realize accurate delivery and fine operation in private domain. In Zhu Jiagui's view, global traffic operation cannot be separated from the integration of online and offline“ It is necessary to transform the offline scene experience into the online and offline integrated scene experience. Whether online or offline, it is essentially a platform and a brand. "

Help "Guochao" brand development

At the round table meeting held on the same day, Guo Meide, President of Aowei cloud, summarized the development trend of the electrical appliance industry into three key words, namely: more and more consumers will purchase complete sets of electrical appliances according to the scene in the housing decoration design link, and incorporate the electrical appliances into the home decoration scheme. The integration of electrical appliances and home furnishings has gradually become the industry consensus.

Xu Dongsheng, vice president of China Household Appliances Association, believes that red star Macalline, as a new force in appliance retail and the first channel to build medium and high-end intelligent appliances, has multiple advantages such as scene, intelligence and experience. Red Star Macalline's "smart appliance life hall" will further strengthen the user's mind of intelligent electrical appliances and accelerate the intelligent development of the industry.

"High end brands must be supported by high experiential scene stores, otherwise this high-end brand will be empty. No contact with consumers, no experience, is always in the castle in the air to do high-end. " In the view of Chen Hao, vice president of Fangtai group, red star Macalline intelligent electrical appliances Living hall provides a channel to break the "castle in the air" for electrical brands.

In recent years, many domestic brands have gradually become prominent in the home appliance market, whether it is home furnishing, building materials, or electrical appliances. It is understood that at present, more than half of the joint venture and domestic brands are in the smart appliance life hall of Red Star Macalline, which provides a new position for "Guochao" electrical appliances brands such as Fangtai, Casati and boss.

In the future, as the Red Star Macalline "smart appliance life hall" continues to open, it will provide more domestic electrical brands with direct consumer oriented channels, and help to shape the high-end of domestic brands. As the preferred offline channel for positioning high-end electrical appliances, red star Macalline is expected to give full play to its brand marketing, operation ability and national layout strategy to help the future development of domestic electrical appliances brands.

Next, red star Macalline will plan to build 9 major theme pavilions in an all-round way. This time, the "smart appliance life hall" opened in Shanghai global home No.1 store is the first smart appliance category theme museum of Red Star Macalline. According to Zhu Jiagui at the opening ceremony, "in the future, the Red Star Macalline smart appliance life hall will form linkage with other eight theme pavilions, forming a new ecological structure different from any existing online and offline formats, which can meet the one-stop shopping needs of high-end users."

When talking about the future planning of the "smart electrical life center", Zhu Jiagui said that red star Macalline will take the smart electrical life hall of global home No.1 store as a benchmark and sample to promote the construction of intelligent electrical appliances Living hall in China. It is expected that more than 30 smart appliance life halls will be set up in China this year; In 2023, the Red Star Macalline smart appliance life hall will cover shopping malls across the country, providing consumers across the country with an integrated consumption scene of "home decoration, home appliances", so as to improve the national good life.

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