Yu Lan: Shopping mall integration, joint performance of home fashion

With the opening of Red Star Macalline Erlang Mall in March, Red Star Macalline formed a comprehensive coverage of the main consumer groups in the main urban area in the north, south and west of Chongqing's main city, proclaiming “iron” The triangular strategic layout was officially completed. Under such an ambitious layout, Red Star Macalline has always interacted with Chongqing consumers with the intimate and beautiful image of “Home Fashion Consultant”. The person who integrates these two distinct temperament operations and perfectly integrates them is the general manager of Red Star Macalline Chongqing, an authentic Chongqing sister, Yu Lan.

Red Star Meikailong Chongqing Regional General Manager

Love music, love to read, love to travel, love home, and then put the feelings and love of life into the work, looking for more inspiration about the beauty of home... Love home, love home, this career closely connected with home. As the general manager of Red Star Macalline Chongqing, Yu Lan will integrate Red Star Macalline Chongqing's three major shopping malls for the first time on May 1 this year, and jointly staged a home fashion promotion to build a bigger, richer and more assured consumer for the new home. Shopping platform.

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Layout of three major shopping malls, paving the home business map

In only 8 years, Red Star Macalline completed the strategic layout of the three major shopping malls in the main city, distributing the north, south and west of the main city, forming an equilateral “iron triangle” and covering the main The main consumer groups in the urban area. This is not only the work of the steel division, but also the steel-like leading position and brand integration advantage of the Chongqing home market.

In the future market competition, what are the positioning of these three shopping malls, and what kind of strategic role will they play separately? Yulan introduced that Jiangbei Shopping Mall has a high-end positioning, and it is the ultimate shopping mall for the group's overall planning, focusing on high-end customers in Chongqing. Providing exclusive services; Nanping Shopping Mall is located in the business district, providing fashionable new products and cutting-edge home life concepts for fashion petty bourgeoisie; Erlang Shopping Mall is the main new layer, with quality and design elements, whether it is time and space flight in the mall, or home, With the combination of home appliances and catering, Erlang Mall promotes the upgrade and transformation of Chongqing Home Furnishings with its unique fashion charm and artistic style. In the future, Red Star Macalline will also rely on the “iron triangle” of the main city to gradually expand the county market of the radiation district and provide comprehensive living services for consumers in Chongqing.

May 1st, Red Star Macalline 3 stores will launch a strong promotional activities to focus on the city's eyeballs? Yu Lan as a marketing elite is very confident about this, she said, whether it was once asked "two rivers", "hundred The group battle, or last year's "spring gathering", "big name cut big card" and other activities, Red Star Macalline is committed to providing Chongqing consumers with the most cost-effective products and the most exclusive service. This May 1 is no exception. The three malls have prepared a variety of festive feasts for consumers in Chongqing, which is bound to refresh the records of the festival.

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Focus on fashion design, light the beauty of home

If the strategic layout and business planning of the shopping mall is the decent "hardware" to win the market, then the home design concept full of fashion beauty is the soft form of the store in front of the consumer.

At this year's Milan Furniture Fair, Red Star Macalline announced the establishment of China's first international home design platform, the Red Star International Platform, which attracted widespread attention in the industry. Yu Lan introduced that the platform will be based on Milan, use international resources to enhance the strength of China's home design, introduce international home brands into China, and establish a full industrial chain operation mechanism. China Red Star Overseas R&D Center will rely on the local strong resources to conduct research and analysis on the trends of the international home furnishing industry, and transform the research results into implementable projects and projects, and introduce international resources into China. As an important part of the Group's strategic layout, Chongqing will also obtain design resources from these projects in the future to obtain the most cutting-edge home design trends.

Yu Lan believes that design and home are inextricably linked. Design belongs to the category of art and is an important part of the home culture, lighting up the beauty of the artist in life. Speaking of the design trends in 2014, Yu Lan believes that green environmental protection is still the same theme, and will occupy the main theme of people's home life for a long time to come. From the product point of view, solid wood furniture, whole house customization will become the first choice for more and more high-end customers. Of course, the design sense of the product will become a more important element of this customer group. In the home decoration, people will pay more attention to the space, color and lighting of the living room, which will promote the demand of the home industry for designer resources, creative home items and lighting, thus leading a new style of home fashion. Of course, these latest home trends, Chongqing consumers can feel and experience in the three stores of Red Star Macalline.

Combined

Comprehensive resource integration

Winning the Chongqing market

8 years, three major shopping malls, quality, trend, convergence... Red Star Macalline is stepping into the camp in Chongqing, steadily writing and writing its own keywords. Regardless of the advancement of time, the layout of the space and the cohesion of the brand, Red Star Macalline has always used strong resource integration to stimulate the home consumption hotspot and win the Chongqing home market.

Yu Lan introduced that Chongqing is the first stop and the most important stop for the development of the strategic layout of Red Star Macalline in the Southwest. It is from the beginning of the establishment of Jiangbei Shopping Mall in 2006, Red Star Macalline began to lay out the journey of the Southwest, from Chongqing to Chengdu, then to Liuzhou, Guiyang, Kunming... Red Star Macalline developed steadily in the Southwest, and with the entire group The strategic layout of the country echoes. “For me personally, the development of Red Star Macalline in Chongqing has a special significance. In 8 years, my team and I have built Jiangbei Shopping Mall, Nanping Shopping Mall and Erlang Shopping Mall, presenting the most for 30 million Chongqing citizens. Fashion, cutting-edge fashion trends in home life, providing the most comprehensive and thoughtful home services for Chongqing families, and will serve more families and people in the future."

With the rapid development of the home industry and the constant updating of people's consumption concepts, Red Star Macalline has always led the latest home trends and fashions. Being able to do this is undoubtedly a manifestation of strong resource integration. "In the future, Red Star Macalline will carry out more comprehensive resource integration, lead the industry with trends, discover original design works, introduce original art to Chongqing, bring Paris and Milan art tour exhibitions to Chongqing, and realize Chongqing people's home furnishing The imagination has brought more new changes to the Chongqing home furnishing industry." Yu Lan said.

Red Star Macalline Chongqing home fashion evolution push hand

In the tide of urban development, people's demand for household products has evolved from simple functional requirements to demand for product quality, appeal to trend design, and pursuit of life philosophy. Based on these needs, demands and pursuits, it has given Hongxing Meikailong a broad space for development in Chongqing, and also provided a continuous source of power for the continuous creation and innovation of Red Star Macalline from various aspects such as quality, trend and concept.

In the past 8 years, Red Star Macalline has won the recognition of Chongqing as a city with comprehensive strengths such as quality, strength and service. Through eight years of unremitting efforts, Red Star Macalline has won the recognition of more high-end customers, achieving irreplaceable influence among Chongqing consumers and promoting the evolution of Chongqing home furnishing.