On March 3, at the spring conference on the first day of the 22 China Construction Expo (Shanghai), Che Jianxin, chairman of Red Star Macalline, made a keynote speech with the theme of "change", which proposed that in the future, China's home furnishing will slowly develop in the direction of light luxury and medium luxury, and shouted that Chinese home furnishing brands should seize the heights in the future, at least to explore it, not to sit still, to innovate the second category and brand.

Red Star Macalline Chairman Che Jianxin

Che Jianxin said that Red Star Macalline's theme this year is import and high-end. The competition in the future home furnishing industry is high-end competition, and to be a high-end brand is to live for ideals and souls. The renovation five years ago is called the scene; Now is the era of scenarios, we need to use scenarios to attract consumers and improve the gold content of brands; The decoration of the future is the era of art.

The following is the full text of Che Jianxin's speech:

First, the industry is changing, and anyone may rob whose business in the future

The theme I am talking about today is one word "change".

Everyone knows our mall very well, it used to be that we had a floor in the mall to make mahogany furniture, but how much mahogany furniture can you see now? It used to be one floor, and now there may be two or three. And you see our top floor, the original decoration is golden, why? Because it has to match the style of big Europe and big beauty. In the past, big Europe and big America also took the top floor to do it. Is there still now? It's gone.

It can be said that in a few years, the products we made ourselves may also be gone, which is not alarmist, the two examples just now are facts.

But what do we have in the mall? High-end appliances and high-end design.

We have a shopping mall in Yantai with a high-end design operating area of 25000,<> square meters. What does high-end design do? Basically, "four walls" (cabinets, whole house, soft decoration) will be made, and in a few years it may be six walls (floor, suspended ceiling). Because our space is a total of six faces, front and back, left and right, up and down.

In the future, anyone may rob whose business.

For example, a company with four walls can eat the business of flooring, it can also eat the business of home, kitchen and bathroom, ceramic bathroom It can also eat. It doesn't eat you all in one go, but slowly evolves, day by day, year by year, it doesn't seem to change much, but it will change a lot in five years, ten years.

Second, the future competition is high-end competition, Milan's present is our future

Don't think that the market for medium luxury and light luxury is small, you have to do it now, it will drive your brand. Chinese home furnishing is slowly moving towards light luxury and medium luxury, and Milan's present is our future.

I often communicate with the chairman of the Gu family, and I say that you have to find a way to do imports, not to imitate it, but to innovate on imports. In the future, medium luxury or light luxury will be a very important road.

Why? Two reasons.

First, the threshold for buying a house is rising. The average family has to spend 10% of the house price to decorate, and now that the house price is high, the corresponding home decoration quality must also match it.

Second, consumer aesthetics are improving. In the meaning of a person's life, the first four are, in order, ideals, like-minded partners, tasteful houses, and cars. Whether your home has taste or art is of great value to the meaning of human existence.

Don't think that there is no market for medium luxury and light luxury, I will give two examples. The first example is Jiangyin, the second place in the top 48 counties, but only one county. But our Red Star Macalline best shopping mall in the country is in Jiangyin, with 22 imported building materials brands and 68 imported home furnishing brands. For example, Yantai is not a big city, at most a third-tier city. Our Yantai shopping mall has <> imported building materials brands.

It is conceivable that our home furnishing industry is moving towards the high-end, and the future competition is high-end competition. To be honest, being a low-end person lives for the RMB, and being a high-end person lives for ideals and soul.

All of us here are home engineers, to create a tasteful and artistic home for consumers, to meet their home dreams. I want to tell you that in the future, we must seize the commanding heights, explore the commanding heights, at least explore it, not sit still, and innovate and create the second category and the second brand.

The theme words proposed by our Red Star Macalline this year are imported and high-end.

In the future, whoever robs whose business, everyone will rob, and home improvement companies will rob our shopping mall business. But we have a Yantai shopping mall, high-end design occupies 25000,<> square meters, so the high-end design of our shopping mall is also grabbing the business of home improvement companies. Whole-house customization and bag check-in, providing consumers with a one-stop, one-time good home improvement consumer experience is the future of our mall, that's for sure.

Third, the development of the home furnishing industry is rooted in two major cultural soils

The home furnishing industry was the era of scenes 5 or 10 years ago, and now it is the era of scenarios, using scenarios to attract consumers and improve the gold content of brands. In the future, in another 10 or 20 years, it will develop into the era of art.

Such a development trend is inevitable. Because China has two major cultures.

1. Confucian culture. What is the essence of Confucian culture? The state of etiquette is to save face. Chinese do the decoration of the house, the first is for friends to see, and the second is for yourself.

Confucian culture's benevolence and wisdom, filial piety and loyalty. Benevolence is love, love of family, filial piety is filial piety to parents, and Ti is brothers and sisters caring for each other and taking care of each other... Benevolence, wisdom, filial piety, and loyalty are all related to our family.

2. Buddhist culture. When we go to the temple, the size and proportion of Buddhist sculptures are exaggerated, and there is no such charitable and perfect face in the world. The aesthetic gene that this culture brings us is to pursue the ultimate perfection and flawlessness, or to save face.

Therefore, our two major cultures are related to our home, and both deeply affect the home values and aesthetics of Chinese people, thereby affecting the development direction of our home industry.

China's home furnishing industry is going to change, I believe that in ten years, our home furnishing exhibition will not lose much to the Milan exhibition, and in 20 years, our home furnishing exhibition may surpass the Milan exhibition. This means that our home products will surpass Italy in 20 years. The quality of the product, its ingenuity, its texture, its beauty, its artistry surpass Milan. I am very confident because China is rooted in Confucian culture and Buddhist culture, and has a natural pursuit of the beauty of the home.

Finally, I hope that everyone will open a new second category, to have a second brand, not necessarily so fast, but not too slow.

Thank you!