"The home of the future should be 'whatever you want, wherever you go'". During the 2021 Beijing News Shell Finance Summer Summit, at the "Future Home: Imagination of Digital Life" theme forum, Red Star Macalline Home Furnishing Group Assistant President and Brand Director Manager Song Dan understands the "home of the future" in this way.

In fact, as a platform-based company, Red Star Macalline continues to explore and lay out the "home of the future", including accelerating intelligent transformation and digital transformation, and helping brand manufacturers and consumers to form an efficient connection.

At the same time, Song Dan believes that home intelligence not only depends on the advancement of science and technology, it must have a rich and complete experience in essence, integrate humanities and arts, and be green and environmentally friendly. As Che Jianxin, Chairman of Red Star Macalline said: "The biggest technology in the home furnishing industry is design!" Red Star Macalline wants to realize consumers' home dream of "home of the future" and be an advocate, creator, culture of beauty and promoters and guardians of the world.

The home of the future should be "whatever you want, whatever the situation is."

In Song Dan's vision, the "home of the future" should be "whatever you want, wherever you go", that is, as you want, interact with the products in the home environment at any time to adjust to meet your needs. At the same time, with the trend of home intelligence and personalization, consumers can more easily create a peaceful home where they can rest physically and mentally, and easily achieve "security with the situation".

However, the smart home is still at the initial stage of development, and there are still many difficulties to be solved. Song Dan said, "If freewheeling is the label of smart home, the biggest difficulty now is not being able to do whatever we want." Red Star Macalline hopes to use technology and benign communication, with data as the cornerstone, to push back from the C side to the supply side to complete the product. The upgrade from research and development to marketing and promotion, scene interaction and after-sales service allows consumers to find the products they need more perfectly, quickly and efficiently to achieve consumption.

The reporter learned that Red Star Macalline has recently opened a number of themed pavilions, one of which is the Smart Sleep Life Pavilion. "When you lie down on the bed inside, it can automatically adjust to your suitable curve curvature, gently shake the mattress every morning to wake you up, and even your weight, heartbeat, breathing and other health data are recorded by the APP."

Promote efficient connection between brands and consumers through digitalization

In order to realize the layout of the "home of the future", Red Star Macalline has been accelerating digital transformation. Song Dan believes that platform companies must use digital and intelligent methods to allow brand manufacturers and consumers to form an efficient connection.

The reporter learned that in recent years, Red Star Macalline has realized the intelligent and digital transformation of shopping malls, including intelligent navigation systems, intelligent interactive systems, and intelligent cashier systems. As of June 30, Red Star Macalline has been digitally upgraded in 271 shopping malls in 159 cities.

At the same time, Red Star Macalline has created an online and offline retail model in the same city, with more than 16,000 merchants and nearly 500,000 items, covering all categories of building materials and furniture from floors, doors and windows, soft furnishings to sanitary ware, sofas and so on. In addition, the global smart home furnishing marketing system created by Red Star Macalline has also improved its digital management capabilities.

"Enterprises need to use digital tools to empower brands and promote industry upgrades." In Song Dan' s view, "the common feature of digitalization and intelligence is how to quickly achieve experience requirements. This is the first step in the purchase and communication stages."

Humanities and art are integrated into home intelligence

In addition to digitalization and intelligence, Red Star Macalline is also pursuing higher experience requirements. Song Dan told reporters that home intelligence not only relies on technological progress, but also reflects the connotation of design and humanity, with continuous improvement of experience as the essence.

The reporter learned that Red Star Macalline and Dunhuang Research Institute have conducted in-depth cooperation in the past 4 years. Using the M+ China High-end Interior Design Competition as a platform, it has gathered outstanding designers to transform and upgrade Dunhuang, and make improvements to public spaces such as Mogao Grottoes, carry out an overall transformation.

"We hope that what we are doing now can allow contemporary people to enter the long river of history, become a part of it, and realize the integration of the'home of the future' with history, and be an advocate, creator of beauty, and a proponent and guardian of culture."

Song Dan believes that in the development of smart homes, “living experience, richness of technology, and improvement of personal taste are all important elements.” Humanities, art, and green environmental protection are important means to satisfy smarts. "Every householder applies wisdom to realize consumers' dreams and realize the construction of tasteful, noble and artistic home space."