May 8, 2010, the Shanghai World Expo opening a whole week. When the eyes of the whole world are on here, the Red Star Macalline Pudong store adjacent to the Expo Park also chooses to open on this day. This is the 66th store of the Red Star Macalline national chain, and it is also the largest single area. The company's scale reaches 260,000 square meters. For more furniture information , go to http://news.gojiaju.com/
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   And beside the iconic huge white storefront of Red Star Macalline, there is a construction site of similar size under intense construction, with a bold yellow font "IKEA" on the enclosure. Domestic and international home store household retail giant predators styled "opposing views" posture, it has been enough to attract the eye.
Jointly buy land, open shop shoulder to shoulder
   According to Che Jianxin, Chairman of Red Star Macalline: " We have reached a national strategic cooperation plan with IKEA. In the future, we will buy land together with IKEA and open stores together. " It is understood that such a combination is currently shared in China. 6 stores in five cities: Shanghai, Shenyang, Tianjin, Wuhan, and Zhengzhou.
   Despite Earlier, chairman Macalline build a new car for the rapid development of "foreign supermarkets mode" is not very recognized, also issued a number of "Chinese home building materials market can survive long?" Question, and make domestic companies need to work together to enhance the Heyang Supermarket's initiative to contend. However, after a lapse of ten years, the decision was made to join hands with IKEA, the world's largest " foreign supermarket " .
   Che Jianxin said: " The success model of IKEA cannot be replicated in the world, mainly based on small household items and accessories, and Red Star Macalline is mainly engaged in large-scale furniture . The combination of the two can form a complementary operation. for consumers more convenient consumer experience. "in addition, one of the reasons IKEA 5-10 million daily customer flow of people, but also to attract the attention of Redstar," which can increase and enhance consumer For the memory of Red Star Macalline. " Che Jianxin said.
   Duan Shaoyi, visiting professor of Beijing Normal University MBA , believes that the domestic strategy of IKEA and Red Star Macalline can reach an agreement, indicating that the flagship companies have avoided risk of irrational expansion, IKEA ’s mature international operating experience, coupled with Red Star Macalline The insight into the Chinese home furnishing market will further highlight the role of complementary advantages. The collaboration of the two major home furnishing companies has also caused repercussions in the industry.
   Yin Yuxin, deputy general manager of Dongfangjiayuan, said: " I personally think that the combination of Red Star Macalline and IKEA has a certain leading role in the industry. It is a good thing. The combination of the two brands can form a superposition effect in the local market Let consumers understand the concept of home more deeply. "
"The integration of the advantages of ' small and large pieces ' is more effective against risks "
   Throughout the May Day period, the property market in the country suddenly cooled down, and Beijing launched several new properties, with only 7 transactions. After hearing this news, Che Jianxin was not surprised: " Returning to rationality in the real estate market is actually a good thing for the home furnishing industry. People no longer blindly invest in real estate, they can devote more energy to home furnishing culture. Good for home distribution companies. "
   Chen Baocun, director of the Real Estate Chamber of Commerce of the All-China Federation of Industry and Commerce, said: The property market is unclear and may have a certain impact on the home furnishing industry. The integration of the advantages of Red Star Macalline's " big pieces " and IKEA's " small pieces " is actually to enhance risk resistance An effective way to compete.
Chen Shunai, co-founder of E-Loan China, also analyzed that the credit crunch has brought severe challenges to the capital chain of domestic home furnishing companies. The adequacy of land acquisition, store opening, and operating capital all depend on the performance of the capital return at the current stage. The cooperation model of Red Star Macalline and IKEA is a move to integrate brand advantages, but short-term analysis is undoubtedly the performance of the market pressure diversion of both parties.
The alliance method has the dual effect of internal and external will further segment the market
   "From the development of the world and home building materials industry point of view, is a good way of chain business model. As the home sales Redstar's largest brands and IKEA joint, and then shop chain, has a positive effect." China Zhu Changling, deputy chairman of the Furniture Association, believes that for consumers, chain operation and unified management provide certain conveniences for pre-sales and after-sales. For the entire domestic home furnishing industry, it can play a role in regulating the market and improving sales capabilities.
   " If in the future Red Star Macalline can reach a global strategic cooperation with IKEA to bring Chinese companies around the world and let more people understand Chinese brands, this will promote the development of the industry to a greater extent. " Zhu Changling said .
   From the perspective of Red Star Macalline's strategic planning, it does not seem to rule out this possibility. According to Red Star Macalline's previously announced that it will open 200 stores by 2020 , as of the Shanghai Pudong store opening, the number of Red Star Macalline stores in the country is 66 , even if the plan to open 16 stores in 2010 is completed during the year, there are 118 On average, nine years, at least 13 stores are opened every year. At present, Red Star Macalline has stores in major cities across the country. Where will the Red Star store be opened?
   In this regard, Che Jianxin said that the goal of opening 200 stores in 2020 will not be shaken. In the future, it will plan to open stores in 150 cities across the country, including prefecture-level cities. " I hope more people can enjoy the family culture advocated by Red Star Macalline. "
   In this regard, an industry source who did not wish to be named said that in recent years, the process of urbanization in rural areas has been accelerating, but the absorption of market consumption is limited to a certain extent. Can the consumption capacity of small and medium-sized cities support mid- to high-end stores? Sustainable development remains to be discussed.
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