Sou Hu Cai Jing·2025-05-22 05:36Core Insights - The 618 event organized by Red Star Macalline aims to create the largest consumption festival in the home furnishing industry, leveraging over 400 shopping malls and significant resources for promotions [1][6][23] - The company is addressing the transition from "incremental competition" to "deep cultivation of stock" in the home furnishing industry, focusing on market challenges such as oversupply and fragmented traffic [3][8] Group 1: Event Overview - The 618 event will run from May 23 to June 22, featuring a large-scale promotional campaign across online and offline platforms [1] - Red Star Macalline's chairman, Li Yupeng, emphasized collaboration with industry partners to enhance sales and consumer engagement [5][8] Group 2: Strategic Directions - Li Yupeng proposed three strategies: leveraging the national "old-for-new" policy, reinforcing the main home furnishing sector, and innovating services to activate the stock market [3][6] - The company aims to implement localized services to help brands and consumers benefit from government subsidies [6][8] Group 3: Key Initiatives - Four core initiatives were outlined for the 618 event: joint marketing efforts, upgrading online traffic strategies, a comprehensive service plan, and building a home service system to enhance customer experience [6][8] - Collaborations with platforms like Douyin and Xiaohongshu will be utilized to attract younger consumers and create a seamless online-to-offline experience [6][21] Group 4: Industry Collaboration - Major brands such as Serta and Arrow Home have committed to participating in the 618 event, offering exclusive promotions and products [10][13] - The event is seen as a significant opportunity for the home furnishing industry to boost consumer confidence and sales amid market challenges [8][18]