Recently, at the No. 1 Global Home Furnishing Store in Shanghai, with the official announcement of the opening of the "Smart Appliance Life Pavilion" by Red Star Macalline, a leading domestic retailer in the domestic home furnishing industry, immediately obtained the voice of the 9 most powerful high-end electrical appliances from the world "If you buy high-end electrical appliances, go to Red Star Macalline."
Regarding the model, everyone's attitude will be discussed before getting in the car
Qiu Bu, senior vice president of the American Iosmith Group and president of the Chinese company: At present, many smart appliances on the market lack the value of in-depth interaction, and the experience is not friendly. Maintaining high-frequency interaction can bring the brand closer to consumers, which has great empowerment value to the offline retail industry of the whole house intelligent system, and makes offline stores irreplaceable. It is believed that the in-depth cooperation with Red Star Macalline’s "Smart Electrical Life Hall" project will further promote A. O. Smith's cold-warm-feng-shui integrated system products penetrate the building materials channel.
In the context of consumption upgrades, convenient shopping has become the mainstream trend of Chinese households. Red Star Macalline launched an integrated one-stop consumption model of "home improvement, home furnishing, and electrical appliances" this time, providing a full range of selected brands, products and services. Just to meet this demand, this is the best practice for full journey service.
Xu Weida, vice president of marketing for Boss Electrical Appliances: For the electrical appliance industry, Red Star Macalline’s “Smart Appliance Life Pavilion” further promotes the structural upgrade and in-depth transformation of the entire electrical appliance industry. The platform to win. For consumers, Red Star Macalline’s “Smart Appliance Life Pavilion” provides consumers with one-stop, scenario-based, and integrated high-end product purchase services, and at the same time, it also realizes the high frequency of brands and users in the new retail scene. Interaction to meet everyone's higher-level needs for a better life.
Red Star Macalline launched the "Smart Appliance Life Pavilion" project, which identified smart appliances as the first strategic category and set out to build China's first distribution channel for high-end appliances. In this regard, Boss Electric and Red Star Macalline coincide in the user circle and brand positioning. The cooperation between the two parties will help form a "product + channel" model, thereby providing consumers with a one-stop, scene-oriented , Convenient and integrated shopping experience.
Li Dongshan, President of LG Electronics China: Red Star Macalline's "home improvement and home appliance integration" strategic plan is a timely move under the trend of whole-house renovation. On the basis of returning to the origin of "good life, originating from home", LG Electronics is constantly thinking about the path to show customers good products that "start with appearance and end with quality". It is also an important step for Red Star Macalline to provide customers with integrated services for home improvement and home appliances. It is also a high-quality bridge between LG and customers.
LG continues to deploy "healthy whole-house appliances" to continuously improve customer experience on site. Red Star Macalline’s "Smart Appliances Living Hall" project can assist LG and various brands to "communication" with customers during the one-stop selection process of "home improvement and home appliances" for users.
Regarding cooperation, small players are alone, and big players are creating the future together
Li Qiang, President of ASKO China: The "home improvement and home appliances" integrated consumption model is the integration of consumer demand, which has well grasped the needs and pain points of consumers in every consumption link, and adopted a one-stop integrated consumption model , Provide consumers with a better service experience. The "Smart Electrical Life Pavilion" project is well adapted to our channel upgrade needs and meets ASKO's channel diversification and experience needs. I believe it will also become a template for other channel upgrades in the future.
As a leader in the pre-installation market, Red Star Macalline is also actively transforming its business. It is currently deploying "Smart Appliance Life Pavilions" in major cities across the country, aiming to create a one-stop service scenario for high-end appliances and enhance consumer shopping experience. Based on this, ASKO will actively plan to match the layout of the Red Star Macalline Smart Appliance Living Hall in the future based on the development of the region, and strengthen the cooperation between the two parties.
Beijing Viessmann general manager GM_Andrej Jautze An Weijie: In many European countries, the concept of household heating and comfortable home has been widely popularized, but it is still a new concept for domestic consumers. The "Smart Appliance Life Pavilion" launched by Red Star Macalline just provides a high-end communication bridge for consumers and brands. At the same time, it not only helped the brand expand its channels, but also created a high-end electrical appliance cluster innovatively, creating a new definition for channel distribution.
Viessmann will take channel sinking as a national key strategy starting in 2021. The traditional dominant market and the third and fourth-tier sinking markets are working at the same time, which coincides with the layout of Red Star Macalline's National Smart Appliance Living Hall. Red Star Macalline's more than 400 store layouts are the most complete and the largest high-end home furnishing malls in China. Germany Viessmann's product line is becoming more and more abundant. In the near future, it will introduce more suitable for the needs of customers in southern China. .
Jiang Ying, head of the business division of Shanghai Rinnai Co., Ltd.: Providing consumers with a scene-based experience and one-stop solution is the direction Rinnai has been committed to. In the smart appliance living hall, you can not only experience the comfortable bathing scene, but also experience the exquisite and comfortable kitchen and living room. From water heaters to wall-hung boilers, from water purification products to kitchen appliances, experience a healthy lifestyle throughout the house. And upgrade and iterate from hardware, software, services and scene experience, combined with intelligent software, to achieve convenient services such as online drainage and offline experience.
Regarding the future, believe that the future has come, and then do not accept it
Fu Lijun, Director of the Distributor Business Department of Fangtai Group: Red Star Macalline launched the "Smart Appliance Life Pavilion" project. From the perspective of manufacturers, one is the demonstration of brand power. As the leader of high-end kitchen appliances, Fangtai is a life where a group of electrical appliances brands gather. The brand tension can be highlighted in the museum. The second is from the perspective of consumers. Let consumers buy electrical services as if they buy a complete product. When they consume, they can see the final quality, as well as the overall time and total budget that need to be spent, which completely changes traditional shopping. Model, and then solve the long-term troubles in the electrical industry, the four major pain points of uncontrollable matching effect, uncontrollable price, uncontrollable installation, and uncontrollable quality.
Consumption upgrades and channels also upgrade. Only by catering to demand can we find opportunities and realize innovation. Fangtai Group and Red Star Macalline are a strategic partnership of in-depth cooperation. Starting from Red Star Macalline’s proposal to deploy a nationwide smart appliance living hall, they have worked closely together, and successively opened Qianping Store in Ningbo Yinzhou Mall and Shanghai True North Red Star. Macalline store. The convergence of the concept with Red Star Macalline is an important cornerstone of our close cooperation in the future. In the future, we will go hand in hand and work hard!
Li Yuanhai, general manager of Haier Smart Home China, Triwing Bird: Red Star Macalline’s "Smart Appliance Life Pavilion" has overturned traditional retail and the connection of single products, which is very in line with the brand positioning of Triwing Bird scene. Haier Zhijia hopes to work with Red Star Macalline to create the most professional scene solutions, the most advanced installation and bureau installation services for smart homes.
Digging deep into the demands of users, the current era is once not on your platform, and it may not be on your platform afterwards. The current adjustment of Red Star Macalline is very much in line with the changes in user demands in the home improvement industry, focusing on all capabilities, focusing on ecological partners, and building a home system together. There are solutions to the problems in users’ lives. We also hope to cooperate with Red Star Macalline to provide worry-free services to partners and users across the country. Intelligently gather ecological partners to build a system for users' homes.
Zhou Shouwen, Vice President of Sales and Marketing of Yikou China: The integrated consumption model created by Red Star Macalline’s “Smart Appliance Life Museum” has promoted the development of high-end brands, focusing on consumers’ new shopping habits and high demand for service-oriented consumption. The price war has created a new way of quality life consumption.
At present, the flagship store of Yikou Water Purification in China has landed in Shanghai Red Star Macalline Global Home Furnishing No. 1 "Smart Appliance Life Pavilion", aiming to provide consumers with convenience by bringing scene-oriented product display and immersive consumption experience to consumers. , High-quality, one-stop consumer experience.
In recent years, Red Star Macalline has been adhering to the development strategy of "light assets and heavy operation", cultivating 9 categories and building 9 theme pavilions. The "Smart Electrical Life Pavilion" opened this time is the first theme pavilion of Red Star Macalline in the electrical category, and it is also another active practice of Red Star Macalline's "heavy operation" strategy and deep cultivation of categories. Red Star Macalline Global Home Furnishing No. 1 Smart Life Pavilion gathers Fangtai, Siemens, Casarte, Boss, A． O. There are more than 60 high-end electrical brands including Smith, ASKO, Bosch, Miele, Fogo Milano, BWT, Viessmann, Yikou Water Purification, and Triwing Bird.
What can be called the top match is not only the above brand lineup, but also the store specifications of each brand in the smart life hall: BWT only China flagship store, Yikou Water Purification China flagship store, AO Smith, the country's first AI-link smart experience hall, Triwing Bird | Casa Di Shanghai's first store, Fotile's first smart kitchen experience store in the world, the owner's first store in the country with a concept machine showroom area, Bosch Shanghai's first official experience store, Siemens Shanghai's first official experience store...
It is not difficult to find that the Red Star Macalline Smart Appliance Living Hall has become a new choice for global high-end appliance brands.
In addition, it is worth mentioning that in 2021, with the first "Smart Appliance Life Hall" as a benchmark, Red Star Macalline will accelerate the construction of the "Smart Appliance Life Hall" nationwide. It is expected that 30 smart appliances will be launched in the country by the end of this year. The number of stores will increase to 100 in 2022. In 2023, the Red Star Macalline Smart Appliance Life Pavilion will cover shopping malls across the country, with a total operating area of more than 2 million square meters. This is bound to bring more global top electrical appliances brands to join the new wave of Red Star Macalline home improvement and home appliance integration.
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