In the new consumption era, joint venture sofa has entered the fast lane of growth. How should brands improve terminal performance? On June 22, 2022, Red Star Macalline opened the theme activity of “Sofas Without Borders, Beautiful and Consensus” in the city reception hall of the second borderless sofa category festival at the “Geometry Bookstore”, the landmark of Zhengzhou fashion, to gather industry leaders and deeply decrypt category operations. We will carry out category certification for joint venture sofa brands, integrate and create together, help to upgrade the brand value, and let borderless aesthetics enter the living room life.

Zhu Jiagui, Executive President of Red Star Macalline Home Furnishing Group and General Manager of the Grand Operation Center, said that in the living room scene, the middle and high income groups and young consumers are paying more attention to personal experience and quality, and the joint venture sofa has become a good looking and marketable hot seller. Only with the track can there be a category, and only with the category can there be a brand. The joint venture sofa is an active and young sub category of Red Star Macalline.

Zhu Jiagui, Executive President of Red Star Macalline Home Furnishing Group and General Manager of Grand Operation Cente

Jing Hailong, general manager of Red Star Macalline Henan Business Development Center, said that in the 2022 Joint Venture Sofa Consumption Trend Report, young consumers' attitudes towards sofas started from their looks, fell into comfort, and were keen to choose the cost performance ratio among “luxury goods”. The awakening of self-consciousness has made people pay more attention to the quality of their homes. The sense of quality has become an important standard for people's purchase decisions. The joint venture sofa steadily meets people's needs for the sense of quality with its exquisite workmanship, solid materials and international design. It has become a black horse in the sofa category and is entering the fast lane of growth.

Jing Hailong, General Manager of Red Star Macalline Henan Business Development Center

CAMPO DE' FIORI Strengthens Product Strength and Brings Italian Aesthetics into Living Room Life

Gu Jian, the general manager of CAMPO DE' FIORI Operation Center, said that we should strengthen the product strength, increase investment and research and development, upgrade materials and processes, continue to innovate design, and constantly enrich the product portfolio to meet the personalized and diversified needs of domestic consumers. In terms of strengthening brand strength, select excellent channels to cooperate with dealers in various cities, so that the brand can quickly enter the local market, and combine online and offline promotion to improve brand awareness。

Gu Jian, General Manager of CAMPO DE' FIORI Operation Center

CAMPO DE' FIORI is an Italian lifestyle innovator and a leading brand of Italian high-end electric sofa. It mainly studies the creation and research and development of all leather furniture products for guest restaurants and bedrooms, adheres to the brand mission of “improving people's home life with design, creativity and technology”, aims to provide Italian style, functional, comfortable and healthy products for tens of millions of families, create world-class functional home products suitable for Chinese people, and make the home and working space environment more practical and comfortable.

Category certification, ecological co construction, enabling brand development

In order to help joint venture sofa brands operate better, Red Star Macalline has established multi-dimensional standards to select joint venture sofa brands, and issued category certification certificates for brands and dealers that meet the joint venture sofa standards, so as to facilitate consumers' purchase.

The theme activity of “Sofas Without Borders, Beautiful and Consensus” in the city reception hall of the 2022 borderless sofa category festival was successfully held. CAMPO DE' FIORI will be duty bound to build a symbiotic industry ecology and promote the prosperity and sustainable development of China's home furnishing industry. At the same time, CAMPO DE' FIORI will continue to enhance brand competitiveness and product strength, so that world-class quality products can “live in” the home.