As soon as the Spring Festival holiday in the Year of the Dragon ended, the home improvement market once again ushered in a rapid rise in decoration demand. At the same time, the Ministry of Commerce has recently continued to speak out on the promotion of consumption in the new year, identifying 2024 as the "Year of Consumption Promotion", proposing to stabilize and expand traditional consumption, among which automobiles, home appliances, and home furnishings are the focus of traditional consumption.
As a large-scale circulation platform with both home appliances and home furnishings, on March 1, Red Star Macalline Home Furnishing Group held the 2024 315FUN Shopping Festival National Consumption Promotion Conference in Shanghai, announcing that in response to the call of the "Consumption Promotion Year", 315 promotions will be launched in the country, linking thousands of major brands, and focusing on joining hands with Jiumu, Huida, Sophia, Sealy, Zhihuashi, Fangtai, Midea, Hisense and other leading brands in various categories, focusing on promoting good prices and good things, and increasing the weight to seize the spring clothing market. Start the first battle of "good start" to promote consumption in the spring of 2024.
To promote consumption and strengthen again, four key actions lock the flow of spring clothes
Pictured: Zhu Jiagui, Executive President of Red Star Macalline Home Furnishing Group and General Manager of the Large Operation Center.
Zhu Jiagui, Executive President of Red Star Macalline Home Furnishing Group and General Manager of the Large Operation Center, said that the national policy level has changed from last year's "consumption boost" to this year's "consumption promotion", as well as the recent emphasis on large-scale "trade-in", and the importance of consumption has continued to strengthen, and home appliances and home furnishings have always been one of the focus of attention of all parties to promote consumption. Red Star Macalline has been closely following and studying the country's policy trends, and based on this, it has clarified the tone and long-term strategic direction of promoting consumption in that year.
In 2024, Red Star Macalline will continue to target the spring and autumn clothing markets, deepen the creation of its own big promotion IPs such as the Fun Shopping Festival, and actively link with the leading brands of various categories to increase the exploration of the stock market. Zhu Jiagui also revealed that with the help of the policy, this year, Red Star Macalline will launch the trade-in of household appliances in the country, open up the service chain, and become the mainstream channel and main service provider of consumer appliances, benefiting more consumers.
It is understood that as the first seven-star promotion in the spring of the Year of the Red Star Macalline, during the 315 promotion this year, Red Star Macalline will focus on "good gifts, good prices, good things, fun and good shopping" in all regions of the country. Including the launch of the joint marketing communication "Xinghe Plan" with the brand, the cooperation between the M+ high-end home improvement design center and traffic platforms such as Xiaohongshu, Haohaozhu, and Zhuxiaobang, the upgrading of the regional PK Super League mechanism, the upgrade of the winning list, and the new launch of the "Little Blue Box Top Goods List" for the C-side. Continue to amplify the volume of big promotions, push up traffic, and ignite marketing explosions and heat.
The "three-in-one" large-scale military training is moving toward long-term development
With C&D becoming the largest shareholder of Red Star Macalline in 2023, Red Star Macalline has entered a new era of development, and the foundation for long-term development is more solid. Zhu Jiagui added that Red Star Macalline will adhere to long-termism, comprehensively promote the "three integration" of home appliances, home decoration and home furnishing, and become the proposer, promoter and beneficiary of the concept of three in one in China's large home furnishing industry, and move towards the ecological, integrated and one-stop optimization development of the platform.
For Red Star Macalline, this 315 promotion is not only to promote consumption, but also the first large-scale large-scale training after further clarifying the strategy of speeding up the integration of the three companies, and will further deepen the link of the integration of the three companies through specific marketing practices. Zhu Jiagui said.
It is reported that Red Star Macalline will focus on high-end electrical appliances and M+ high-end home decoration design center to build a new large home ecology. At the same time, under the long-term strategy of "three integration", Red Star Macalline will implement the integrated marketing of the three companies, fully integrate the marketing of home appliances, home furnishings and home decoration, and truly build a large marketing closed loop under the home decoration ecology.
Super-normal investment, with the ultimate quality-price ratio to give back to consumers
Pictured: Zhao Lei, Vice President of Red Star Macalline Home Furnishing Group and General Manager of Beijing, Shanghai and Shanxi Business Development Centers.
Zhao Lei, Vice President of Red Star Macalline Home Furnishing Group and General Manager of Beijing, Shanghai and Shanxi Provincial Business Development Centers, introduced the 315 major promotion measures of Red Star Macalline in the above three places at the briefing meeting. He said that this year, the brand factory, distributors and Red Star Macalline's activity resources have integrated "super-normal investment" to boost consumption with the annual 1 3 planning budget of the three places. At the same time, we pursue the ultimate quality-price ratio and provide consumers with better products and services, such as special consumption voucher subsidies, gold bars (Beijing) and Disney tickets (Shanghai) and other activities, while providing consumers with a larger, more complete and more comfortable shopping environment, as well as an interesting shopping experience.
In addition, it is worth mentioning that the relevant shopping malls in the three places will also comprehensively upgrade the "Assured Consumption" service initiative and promote the eight service commitments of "Star Commitment and Heart Service". The main service commitments such as "five-fold refund difference in the same city", "30-day no reason to return", "on-time delivery and installation", "green environmental protection", "advance compensation" and other service commitments to escort the safety of customers' consumption.
At the ventilation meeting, representatives from Sealy, Midea, Sophia, Hisense, Huida, Jiumu, Fangtai, Zhihuashi and other 315 major promotion brands shared and exchanged their respective enterprises' consumption promotion measures and the specific play methods of the 315 promotion. All parties said that March is an important node for marketing throughout the year, and they will continue to use Red Star Macalline channels to do a good job in various promotions to achieve faster and better business development.
Pictured: (top left) Fei Mingjie, General Manager of Sealy China, Liang Jilian, General Manager of Midea Group's pre-installation business in China; (Middle) Gan Mingzhong, General Manager of Sophia Retail Center; (Bottom left) Guo Bing'an, deputy general manager of Hisense's own channel business department in China, and Shen Jian, deputy general manager of Huida's domestic business department.
The spring clothing market has always been a must for the home furnishing industry. As the first blockbuster promotion after the Spring Festival of Red Star Macalline, the 315fun shopping festival will set the foundation for the start of the year. Red Star Macalline will achieve more growth-oriented synergy and win-win results with all parties in the ecosystem through more innovative, coordinated and holistic promotion deployment and planning, combined with more forward-looking strategic planning and more effective strategic execution.