In the past two years, Alibaba has invested heavily in Red Star Macalline and Easyhome. After a period of intensive cooperation, Alibaba's cooperation with these two home store giants has deepened. The 2019 Double 11 Sales Event is undoubtedly the training ground for the cooperation between Red Star Macalline, Easyhome and Alibaba.

Red Star Macalline 

Red Star Macalline: Achieve global marketing with total sales of 21.986 billion yuan, a year-on-year increase of 37.4%. New retail store 6 city 24 stores total sales of 2.493 billion yuan. The highest single store sales in new retail stores broke 400 million yuan! Store sales exceeded 100 million, ranking first in the industry.

“The new retail mode brings a new model of online drainage + offline experience and transaction for the home industry. Alibaba's drainage is the support of 'Air Force', which can make the operation efficiency of offline shopping malls multiply.” Red Star Che Kaixin, chairman of the company, said.

Since the two sides announced the "marriage" in May this year, Red Star Macalline and Alibaba have achieved many stages in the field of big data applications, digital upgrade of shopping malls and online and offline integrated marketing.

Easyhome

Easyhome: The second time to participate in the double eleven, 20.878 billion yuan exceeded the target.

This is the second time that Easyhome has participated in the sales of the national branch of Double 11 and the new record of Easyhome's “Double 11” sales. It is also a new breakthrough for Easyhome in hand after 21 months. More than the 20 billion yuan sales target, what is the secret of Easyhome?

The second time in the double 11, the number of new retail stores in Easyhome increased significantly. On November 11, 2018, when it entered the "Double 11" for the first time, Easyhome invested in 266 stores, including 41 new retail outlets; a year later, on November 11, 2019, the number of Easyhome stores exceeded 360, including 110 new retail outlets, and the number of new retail outlets has doubled compared to last year.

The increase in the number of new retail outlets is due to the cooperation between Easyhome and Alibaba. Since the strategic cooperation with Alibaba in February 2018, Easyhome has been practicing the battle to speed up the pace of new retail transformation. From “6·18”, “Double 11” to “Super Brand Day”, Easyhome constantly digitally transforms the store to form a home-based business, supported by e-commerce and logistics, relying on big data to drive and integrate online and offline—a new retail model for digital marketing.

In the future, it will be interesting to see what kind of picture Alibaba will do with the cooperation between Red Star Macalline and Easyhome.