Recently, the traditional home furnishing company Red Star Macalline announced the "1001 Strategy", proposed to use technology to achieve enterprise intelligence, based on the expansion of physical shopping malls to 1,000, to create an Internet platform, home to the core of business Downstream cross-border extension. The industry believes that under the impact of e-commerce, embracing the Internet is becoming an important way for traditional home stores to seek breakthroughs, while physical store advantage has become a key "fulcrum."
According to the financial report, Red Star Macalline, which is listed on the main board of Hong Kong, achieved revenue of RMB 8.756 billion in 2015, a year-on-year increase of 10.3%. Up to now, Red Star Macalline has operated a total of 181 stores, and its industry leading edge is obvious. Li Bin, president of Red Star Meikailong Group, believes that physical stores are the best quality transformation resources. The more developed the Internet, the more non-replicable offline commercial resources are 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.
The data shows that the total sales scale of all home furnishing chain enterprises in China accounts for about 23% of the overall market size. In the United States, only Home Depot companies account for 28% of the entire market. In comparison, the Red Star Macalline is far from reaching the ceiling.
The reporter learned that under the online aspect, Red Star Macalline will build 1000 urban home MALLs in two ways: self-operated and commissioned. From the original first- and second-tier cities, they fell vertically to the 3, 4, 5, key counties and towns. At the same time, using Internet technology to upgrade the home MALL to the family MALL, the physical store becomes the main community commercial body, become the public living room of the neighborhood and the community; on the online side, Red Star Macalline will build a large Internet platform, and Home for the core to achieve the cross-border extension of the five major business segments.
Household consumption has the characteristics of experience and service, and it always cannot be separated from the offline. In the Internet transformation of other industries, the "Internet +" model that uses the Internet to empower entities is popular. In the upgrade of the Red Star Macalline, the idea of ​​“using the physical store to empower the Internet†was put forward. As the experience center and service center, Red Star Macalline's physical store is also the largest and most accurate traffic portal. It will promote the online cross-border operation and business extension through the use of big data and core user feedback. Multi-domain expansion on the platform and user accumulation and empowerment. Thanks to the scarcity of physical resources, future merchants entering Red Star Macalline need to line up, relying on the big data from user feedback, Red Star Macalline will show what brands and products in the future, and voting rights will return to consumers.
"We hope to use the quality of the physical store + the efficiency of the Internet to lead the structural upgrade of pan-home consumption." said Che Jianxin, chairman of the Red Star Macalline Group. Many insiders believe that Red Star Macalline obviously does not want to sing "one-man show", but to create a "commercial life community": integrating users, furniture and building materials manufacturers, household goods manufacturers, home improvement companies, real estate agents and other forces, Users provide a complete solution including products and services.
Experts said that the most common problem in the current O2O model is the online and offline two skins, left and right. The "1001 Strategy" of Red Star Macalline can be successfully upgraded to the Internet +2.0 mode, truly realize the integration of online and offline integration, and lead the downturn of traditional home stores to find a "out of the way", it will take time to test.
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