In 2020, Beijing building materials economic and trade building will be closed; In 2021, the Zaoyang store of the home was closed, and the Shaoxing second ring mall of Red Star Macalline was closed; This year, China IKEA announced that it would no longer retain the offline customer contact of IKEA Guiyang shopping mall and turn to online channel sales from April 1… According to incomplete statistics, many building materials home stores have issued notices of closure and closure in the past two years. Affected by various factors such as changes in market environment, upgrading of consumer demand and change of concept, many home stores are facing problems such as too difficult to realize drainage and depletion of customers’ scarce resources. With the decline of traffic and the rise of empty shop rate, in the face of the changing new situation, home stores also began to explore new formats and new tracks.

From the “small workshop” regional retail stores to the national chain format, and then to the new home retail format being constructed, home stores have been moving forward continuously. Taking the current home industry as an example, online development is a major trend of the home industry, and home itself pays attention to the experience of products. If only online, the industry is prone to the pain point of separating online purchase from offline service. The only way for the development of home industry is to deeply integrate online and offline and realize the new home retail format of digital transformation. (IKEA + incredibly Home + Red Star Macalline)

IKEA, which ranks first in the global household market, achieved operating revenue and net profit of 35.1 billion euros and 4.2 billion euros respectively in 2016, with a year-on-year increase of 7.3% and 20% respectively. Since 2015, the annual sales growth of IKEA China has been decreasing, and the traditional store model has been unable to adapt to the Chinese market. In 2020, IKEA invested 10 billion yuan into the Chinese market for channel expansion, digitization and actively exploring new business models, including exploring the forms of stores in different cities, expanding online and offline coverage, creating and optimizing online and offline experience, so as to lead IKEA’s digital development worldwide. In 2020, IKEA’s total global sales reached 38.6 billion euros, of which IKEA’s e-commerce sales increased by 45% year-on-year, accounting for 15% of the total retail sales.

With the integration of online and offline industries, we have taken the lead in exploring the new scale of online and offline retail, relying on the online and offline sales mode. At the same time, in addition to the home shopping mall, the home has formed a deep integrated development of the whole industrial chain, including modern logistics. The company’s existing business covers the whole industrial chain fields such as home retail, home decoration service and home decoration service, and each business line has also achieved certain results. In the first three quarters of 2021, the company’s revenue reached 9.77 billion, a year-on-year increase of 56.4%. The net profit reached 1.72 billion, a year-on-year increase of 87.9%. It is worth mentioning that home and Alibaba group have jointly completed the transformation of nearly 300 offline smart stores and the construction of localized online traffic platform “same city station”.

In recent years, red star Macalline has also gradually realized that the application of industrial digital mode is driving the transformation of the new retail mode of the industry. Since 2019, red star Macalline has embarked on the transformation of digital economy. In May of the same year, red star Macalline signed a strategic cooperation agreement with ALI, introducing Ali’s advanced business philosophy and technical support in the new retail field into the online and offline integration platform and opening up online and offline sales channels, Enhance the core competitiveness of traditional main businesses. As of July 2020, the same city station business integrated by red star Macalline and Alibaba has been launched in 22 cities, covering 56 shopping malls and more than 9800 brands. It is reported that imp is a global smart home marketing platform created by red star Macalline. It helps Red Star Macalline realize multi-dimensional and continuous accurate connection through the use of big data. The whole system includes five systems: Ultra accurate data system, full scene traffic system, one-stop content system, data tool system and intelligent management system.

At present, the home industry has entered a new stage of development. It is undeniable that the development trend of new home retail in the future is certain, and the new retail model based on online and offline integration is one of the important new directions. Facing the complex and changeable situation, enterprises must have a deep insight into the characteristics of the new era, and take this as the basis for synchronous iteration to adjust their own business and development, so as to become the leader of the industry.