On June 18th, Red Star Macalline held its 30th anniversary ceremony at the Shanghai World Expo Center. The guests from all walks of life, including the home and financial circles, shared the idea of ​​“designing for Chinese lifeâ€. The Red Star Macalline site not only invited five international design masters such as Kengo Kuma and Cristina, but also officially released the 1001 strategy.
In his speech, Che Jianxin, Chairman of the Red Star Macalline Group, used five consecutive sentences to explain the 1001 strategy:
“We will build a 1000-seat home mall, and use a new Internet model to empower the store. Ancient Greek physicist Archimedes said, give me a fulcrum, I can shake the earth. We will use Internet leverage, 撬China’s trillion-dollar home market.
1001 is a digital form. We combine the richness of the line with the experientiality of the offline, making the physical space a scarce resource;
1001 is a symmetrical aesthetic, we create a design platform that allows cross-border design to enter the industry ecology and form new production methods;
1001 is one of the best, we innovate the middle-class lifestyle, and constantly promote the upgrading of products and services;
1001 is a matrix. We open up resources for home, home improvement, real estate and living services to form an industry alliance. â€
It is worth noting that behind each interpretation are different ideas.
After the specific interpretation of Li Bin, president of Red Star Macalline Home Group, the reporter found that 1001, this "more than a perfect number" will also be the purpose of Red Star Macalline strategic upgrade.
Different ideas ultimately point to the same direction of the problem - design for Chinese life.
1001: 1000 physical stores + 1 internet platform
Archimedes' leverage theory is a model for the strategic upgrade of Red Star Macalline. In this regard, Li Bin explained: "For Red Star Macalline, the fulcrum is our physical storefront; leverage is the Internet and technology applications." In order to shake the tens of billions of pan-home market, Red Star Macalline will be around the online line Synchronous expansion of the platform.
Under the online aspect, Red Star Macalline will build 1,000 urban home MALLs in two ways: self-built and cooperatively operated. From the original first- and second-tier cities, vertically down to the 3, 4, 5, key counties and towns. At the same time, the use of Internet technology to upgrade the "home MALL" to "family MALL", the physical store into the main community commercial body, become the public living room of the neighborhood and community.
At the upper end of the line, Red Star Macalline will build a large Internet platform and expand and cross the boundaries of the five business segments with the home as the core. Starting from home, in the real estate transaction business, Red Star Macalline plans to create an independent, pure home buyer advisory model; home improvement business will become the main business and core engine of Red Star Macalline in the future; commodity level, Red Star Macalline In addition to continuing the advantages of home building materials, it is also involved in tablecloths, curtains, vases, and even furniture accessories such as home appliances; in the service field, Red Star Macalline will also extend its tentacles to maintenance, repair, and even domestic business, community entertainment, At the same time, Red Star Macalline will expand its financial business and integrate its products into the above-mentioned series of businesses.
In Li Bin’s view, “1000 physical stores + 1 Internet platform†will spawn a brand new Red Star Macalline, a “home-centered, China-largest solution that meets the needs of the middle class and provides a complete solution for family life. Pan-based consumer service platform."
1001:1∞1, "Internet +" 2.0 mode
Here, two 1s represent the two physical platforms of the Red Star Macalline online and offline. The two two zeros represent the possibility of infinity. At the same time, it also represents that Red Star Macalline will use Internet technology as a connecting link to make two physics. The ports form a closed loop that seamlessly interfaces.
In the outside world, Li Bin, who led Suning to carry out Internet transformation, is most likely to bring O2O transformation ideas to Red Star Macalline. To this, he bluntly said: "The biggest problem in the current O2O model is that there are two online and offline skins, and the "1001 strategy" of Red Star Macalline is the Internet +2.0 mode, which will be realized. Online and offline integration empower each other."
With the characteristics of the Internet, Red Star Macalline will first fully intelligentize the physical storefront, improve efficiency and expand and develop. Secondly, Red Star Macalline will unify the underlying database, integrate all online and offline data, and make full use of “Big Dataâ€; In addition, through the concept of sharing, suppliers can enhance their brand value through the platform.
In addition, Red Star Macalline has pioneered the idea of ​​“using the physical store to empower the Internetâ€. As a experience center and service center, the physical store is also the largest and most accurate traffic portal. It will promote online cross-border operation and business extension through core accurate user feedback, and empower the online platform for multi-domain expansion and user accumulation.
In Li Bin's view, there are a large number of Face-Face service modules in the pan-home consumer industry chain, which makes Red Star Macalline's home-wide MALLs throughout the country a top resource for transformation. "The more developed the Internet, the more non-replicable offline commercial resources are more scarce. The traditional Internet companies such as Ali and JD are making up the gap in physical stores. It is precisely because of this consideration." Thanks to the scarcity of physical resources. In the future, the merchants will be stationed in Red Star Macalline. They need to queue up and rely on the big data from the user feedback. What brands and products will be displayed by Red Star Macalline in the future, and voting rights will return to consumers.
"The advantage of offline stores is that they have temperature experience and service, and focus on professionalism, which is more conducive to brand loyalty. The advantage of online platform is the richness and convenience of information, and the efficiency." In Li Bin's view In the future, Red Star Macalline will realize the integration of online and offline integration, mutual empowerment, and establish a seamless service closure, truly meeting the arrival of the era of quality consumption.
1001:1 to 1 personality aesthetics
At the Red Star Macalline 30th Anniversary Ceremony, five international design masters such as Kengo Kuma and Cristina made their debut with the birthday work designed for Red Star Macalline, making it one of the most impressive. In fact, this is not only to meet the theme of “Designing for Chinese Lifeâ€, but also a foreshadowing of the Red Star Macalline 1001 strategy in the direction of upgrading the industry chain.
In fact, 1001 has a symmetrical aesthetic on the one hand and a one-on-one personality aesthetic on the other. In the future, the consumption of the middle class in China will increasingly pursue individualization and integration, and the consumer culture with the guidance of individual design aesthetics will become popular.
While building a pan-family consumer service platform, Red Star Macalline will simultaneously create a parallel design platform for business development in five areas of the Internet platform, respectively providing home design, home product design, decoration and space design (soft Design), personalized family life service design, financial program design. In addition to the introduction of international designers, the design platform will also train more original designers in China, showcase a variety of design works, let users participate in the evaluation, and mass production through certified manufacturers and service providers.
1001: Structure upgrade promotes quality consumption
At present, “innovation, coordination, green, openness, sharing†has become the country's five development concepts. At the national level, the concepts of “Internet +â€, “network power strategy†and “big data strategy†are constantly being advocated. Supply-side reform is even more It has thrown a major proposition and a rare strategic opportunity for Chinese companies: how to use technology and the Internet to transform and restructure from the inside out to better improve quality and efficiency?
At the same time, China's fast-growing middle-income group has gradually become the backbone of society. The material consumption and cultural consumption centered on the family are becoming the main force in the future consumer market. The era of high quality and low price has passed, and the new quality Consumption has entered an outbreak; the value-for-money thinking will change, and the value of goods will be more determined by added value than by itself.
“In the first 10 years, China’s digested low-end production capacity has made Taobao. Now, a new round of commercial upgrading is gaining momentum,†said Che Jianxin, chairman of Red Star’s Meikailong Group. “We are working on Walking into a middle-class society in China, every Chinese will have a more free, more independent and more diverse lifestyle."
On the occasion of the 30th, Red Star Macalline chose to take the initiative to return to zero, breaking the industrial barriers from the inside and moving toward the digitalization of enterprises. The 1001 strategy released this time is to provide a home-centric solution from the perspective of users. "We will use the quality of the physical store + the efficiency of the Internet to promote the supply side reform of the home industry, leading the structural upgrade of pan-home consumption." Che Jianxin said.
1001: The Pan-Commercial Consumer Business Life Community
In fact, the last name of the industrial alliance that Che Jianxin said is “commercial life communityâ€. This is also the core of the 1001 strategy.
It is understood that this commercial life community will be built by Red Star Macalline integration users, media, investors, furniture and building materials manufacturers, household goods manufacturers, designers, home improvement companies, service providers, real estate agents and other forces to create a home As the core, we provide family life solutions including products and services for the middle class in China.
Different from the "ecology" concept behind the Internet jungle context and traffic is the king's weak meat and strong logic, behind the "commercial life community" concept is a higher active wisdom, through the sharing of collaboration, rapid self-iteration to build the standards of the pan-home industry, relying on " Platform + Content", "Retail + Service", to achieve self-evolution under the family-centric consumption scene, to provide the most suitable design for every user who wants to create an ideal home.
With the pan-consumer consumer service platform and design platform, under the service standards of design aesthetics, Red Star Macalline intends to implement standard unification, selective openness, data access, and full-range response to the pan-home consumption sharing in the upstream and downstream of the pan-food consumer industry chain. Business model.
Speaking of this, the answer seems to be more and more clear. The 1001 strategy of Red Star Macalline is summarized in one sentence:
Red Star Macalline will use technology to carry out enterprise intelligence, build an Internet platform based on the expansion of physical shopping malls to 1,000 homes, and take the home as the core to carry out the upstream and downstream cross-border extension of the business. The synchronously constructed design platform will make the design aesthetic concept throughout the entire family of consumer industry chains. Relying on the online and offline integration of the Internet +2.0 model, Red Star Macalline will jointly create a commercial life community with the pan-home industry to better design for Chinese life.
Editor in charge: Ma Qianli
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