By Xu Yuanlei of Sina Finance. Recently, Hunan Radio and Television established a wholly-owned subsidiary called Hunan Mango Smart Art Technology Co., Ltd. (hereinafter referred to as "Mango Smart") and officially launched the digital cultural and creative platform "Shan Hai" App. It is understood that "Shan Hai" took half a year to build and is regarded as a practice to promote the deep integration of "culture + technology" within the Mango system. In the dialogue with media such as Sina Finance, Mango Smart's general manager, Fang Fei, said that "Shan Hai" is positioned as an IP incubation platform, and the three parties of the museum, creators, and platforms will use smart contracts to realize revenue sharing. In addition, "Shan Hai" will be the core position of the next round of ecological incubation in the Mango system and will form synergy with the content and commercial sectors of the Mango ecology.

Recently, xiamen c&d inc. autos and rs macalline jointly launched the Chengdu π Space, marking an important exploration in the automotive field by xiamen c&d inc. over a year after acquiring a controlling stake in rs macalline. This signifies a new stage in the integration of their businesses.

Both the home furnishing and automotive industries have market sizes of 5 trillion yuan, but with completely different formats. What are the points of intersection in their cross-boundary cooperation, and how will their businesses collaborate? In dialogues with media such as Sina Finance, Huang Weiping, General Manager of xiamen c&d inc. autos, and Zhu Jiagui, Executive President of rs macalline, discussed their views and expectations on this cooperation.

In Huang Weiping's view, both automotive and home furnishing sectors focus on consumers' quality of life. By deeply integrating these two formats, new consumption scenarios and commercial value can be created. Zhu Jiagui mentioned that through cooperation with xiamen c&d inc. autos, rs macalline can seamlessly connect home furnishing, home appliances, and home decor to travel, extending its service chain and quickly tapping into the 5 trillion automotive market.

Where are the points of intersection for cross-boundary integration?

In June 2023, xiamen c&d inc. became the largest shareholder of rs macalline after acquiring a stake. Following the acquisition, xiamen c&d inc. empowered rs macalline in various aspects such as financial support, business collaboration, exploring new business formats, and operational domains.

This year, rs macalline, in line with the trend of consumers' one-stop consumption, proposed the "3+ Star Eco" strategy, focusing on high-quality consumption in the mid-to-high-end market. While steadfast in the home furnishing sector, it continues to expand into dining, community services, and other new business formats. The automotive sector, also emphasizing experience and service, aligns well with rs macalline's consumer base, serving as a natural complement and a key direction for the company's new formats.

Autos asia vets ecosystem π Space is a key exploration of Xiamen C&D Inc.'s Xiamen Autos and RS Macalline in the field of automobile marketing, marking a new stage of deep cooperation between the two parties in the new consumer sector. In the planning of both parties, π Space is not only a place to showcase automobiles and home products, but also a brand-new scene leading the trend of lifestyle.

However, automobiles and home furnishings belong to different industries, so where is the point of convergence for cross-border integration? Huang Weiping believes that automobiles and home furnishings share a common focus on consumer quality of life. Introducing automobiles into home stores can not only provide consumers with a new shopping experience but also offer automobile brands a highly cost-effective sales platform. Through this deep integration, new consumer scenarios and commercial value can be created.

"Xiamen Autos has more than 20 years of industry experience, accumulating a large number of industry resources and operational experience. In π Space, these experiences can be applied to the display, marketing, and services of automobile brands, providing consumers with a one-stop car buying experience. At the same time, we are also exploring how to convert online and offline traffic into actual sales, an area where Xiamen Autos excels." Huang Weiping said.

Information shows that after over 20 years of development, Xiamen Autos has established distribution partnerships with dozens of automobile brands, with business covering passenger vehicle brand sales and after-sales service, derivative services, supply chain services, and other areas. RS Macalline has a strong background in venue resources. The financial report shows that as of the end of June 2024, RS Macalline has operated a total of 439 home building materials stores/industrial streets.

Build the 'People-Car-Home' Interaction

With the rapid development of 5G, internet of things, and ai technologies, the concept of 'People-Car-Home' integration is gradually maturing, with continuous improvement in interoperability among different brands and technologies. This drives the smarter and more automated realization of 'People-Car-Home'. Moreover, an increasing number of companies are deeply implementing the 'People-Car-Home' strategy, forming a more extensive and efficient ecosystem.

Under the 'People-Car-Home' trend, π Space carries the latest interactive mode that Xiamen Autos and RS Macalline are attempting to communicate with consumers, namely creating a complete car and home ecosystem, offering one-stop services for home decoration design, home furnishings, home appliances, and smart vehicles.

Zhu Jiagui stated that for RS Macalline, the introduction of the automotive ecosystem presents an opportunity to break boundaries and activate existing commercial value. Through cooperation with Xiamen Autos, RS Macalline can integrate the automotive element into its existing home, home appliance, and home decoration offerings, achieving seamless connection from decoration to travel. As a result, RS Macalline's service chain gets effectively extended and can quickly enter the 5 trillion automotive market.

However, when it comes to choosing to settle in malls, automakers generally have their own standards and conditions. Although rs macalline has been deeply cultivating in commercial property for many years, it still inevitably encounters certain challenges in convincing automakers. Zhu Jiagui believes that the biggest issue actually lies not with automakers, but with automakers thinking that consumers will not come to rs macalline to buy cars.

Zhu Jiagui stated that the underlying logic here is consumer-oriented. Consumers are more concerned about how to buy the most cost-effective cars. "One thing we are doing now is to inform consumers that rs macalline is still selling all products related to complete vehicles. Once consumers know that rs macalline is selling cars, the automakers will accept such good property with cost-effectiveness."

Currently, the total operating area of automotive category in rs macalline's nationwide malls has reached 0.127 million square meters. It is understood that rs macalline is seeking rapid growth in the automotive sector in two directions: on one hand, it is partnering with xiamen c&d inc. to establish π space for automobiles, and on the other hand, it is actively connecting with OEMs and platform resources, laying out from new energy vehicles to high-end used cars, car modifications, and automotive aftermarket.

At the launch ceremony, the two parties also officially announced the establishment of a joint venture to create a new lifestyle field operation service provider named Jianmei Auto under the theme of "People, Cars, Homes." It will rely on the resource advantages of both parties to build a new life scene aggregation field for "People, Cars, Homes", providing services including field leasing and operation, vehicle display, sales and services, vehicle-related derivative and expanded business development, and automotive culture project operation.