In 2021, with the first "Smart Appliance Life Hall" as the benchmark, Red Star Macalline will accelerate the construction of the "Smart Appliance Life Hall" nationwide, and land 30 smart appliance life halls across the country.

In 2022, the number of Red Star Macalline Smart Appliance Living Halls will increase to 100.

In 2023, the Red Star Macalline Smart Appliance Life Museum will cover shopping malls across the country.

On May 1, Red Star Macalline's world's first "Smart Appliance Life Pavilion" grandly opened in Shanghai.

Located in the North Pavilion of Red Star Macalline Global Home Furnishing No. 1 Store, Zhenbei Road, Putuo District, Shanghai, the "Smart Electrical Life Pavilion" is currently the domestic home furnishing industry with the largest operating area, the most complete categories, and the largest single imported brand high-end electrical life. One of the pavilions, the first phase has an operating area of up to 16,000 square meters. The museum gathers more than 60 high-end electrical brands such as Fotile, Siemens, Casarte, Robam, AO Smith, ASKO, Bosch, Miele, Fulgor Milano, BWT, Viessmann, Ecowater, etc. 

In the eyes of Zhu Jiagui, executive president and general manager of the large operation center of Red Star Macalline Home Furnishing Group, the opening of the "Smart Appliance Life Pavilion" is the starting point for Red Star Macalline to enter high-end appliances.

Fill the gap in the market and create the preferred channel for China's high-end electrical appliance brands

Electrical appliances are the beginning of modern civilization, greatly liberating productivity and satisfying people's needs in all aspects of life.

In recent years, with the rapid growth of China's economy, consumption upgrades, and the rise of ideological trends such as self-pleasureism, China's electrical appliances consumption has increasingly shown a trend from function to quality. More and more consumers will prioritize "non-standard" factors such as differentiated experience, process characteristics, and unique design when purchasing electrical appliances.

High-end electrical appliance brands have a strong desire for exclusive retail channels, as can be seen from the lineup of top brands and high-standard brand stores absorbed from Red Star Macalline’s first "Smart Electrical Life Pavilion".

Analysts pointed out that with the help of Red Star Macalline's strong brand mentality among high-end consumers and its strong digital user operation capabilities, high-end electrical appliances brands are expected to reach more target users through the "Smart Appliance Life Pavilion" and quickly increase market share. This is why the major high-end brands attach so much importance to the Red Star Macalline "Smart Appliance Life Pavilion" and are willing to invest heavily in creating various debuts and exhibitions.

Home appliances integrate the general trend to create a new home for high-end appliance consumption

Pre-consumption and integration are important trends in the high-end electrical appliance retail market in recent years. More and more consumers will start to purchase complete sets of electrical appliances during the decoration and design of their houses, and promote subsequent home improvement and household matters in accordance with the size and style of the electrical appliances. The integration of electrical appliances, home improvement and home furnishing has gradually become the consensus of the industry.

When electrical appliances start from the back end of the home improvement process and the front end becomes a new starting point for decoration design, the home field of electrical appliance retail has naturally changed. Red Star Macalline’s “Smart Appliance Living Hall” is a new home for high-end appliances that have been pre-made and packaged.

In addition to leading the trend of "China's high-end smart appliance channel reform", the uniqueness of Red Star Macalline's "Smart Appliance Life Pavilion" is that the home improvement platform has gathered a large number of outstanding designer resources, and the company has completed the integration and online and the construction of an integrated ecosystem of online and offline. From the moment consumers walked into the "Smart Electrical Appliance Life Pavilion", Red Star Macalline prepared for it not just a single electrical product, but a whole platform that can meet its home improvement, home furnishing and electrical appliances shopping needs. 

In 2023, the Smart Appliance Life Pavilion will cover the whole country, leading the new era of China's high-end appliance retail

As a leading brand in domestic distribution for high-end consumers, electrical appliances have always been an indispensable category in Red Star Macalline home shopping malls. In 2018, Red Star Macalline predicted that high-end electrical appliances would become the next trend, and quickly established a smart electrical appliance business unit to actively explore the possibilities and long-term value of the integration of electrical appliances and home furnishings.

In October 2020, Red Star Macalline also identified smart appliances as the first strategic category, hoping to make Red Star Macalline the number one distribution channel for high-end appliances in China. As of the end of 2020, Red Star Macalline's electrical product category has an operating area of more than 1 million square meters, accounting for 6% of the total operating area, which is at the leading level in the industry.

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 to practice the deep cultivation of categories. The opening of the "Smart Appliance Life Pavilion" marks the entry of Red Star Macalline's home appliance business into a new stage of development and has also become an important milestone.

In 2021, with the first "Smart Appliance Life Pavilion" as the benchmark, Red Star Macalline will accelerate the construction of the "Smart Appliance Life Pavilion" nationwide. It is expected that 30 smart appliance life museums will be established nationwide by the end of this year, and it will increase to 100 stores. In 2023, Red Star Macalline Smart Appliances Life Hall will cover shopping malls across the country.

"Red Star Macalline will form a new ecological structure that is different from any existing online and offline formats. The Electrical Appliances Pavilion will form a linkage with the other eight theme pavilions to meet the one-stop shopping needs of high-end users. "Zhu Jiagui said.