The mission of Red Star Macalline is to realize every Chinese home dream, large or small.
Che Jianxin stressed that Red Star Macalline is not an enterprise that sells building materials, sells home furnishings, and does decoration; Red Star Macalline is a dreamer, who must undertake the mission of creating dreams and realizing dreams for Chinese families, and to enhance the Chinese's taste of home life.
"Good answers solve problems, good design heals life." Che Jianxin said so.
The house is not home. The house itself is just a cold structure of reinforced concrete, and the design and decoration highlight the identity, taste and artistic aesthetic of the owner of the house. Che Jianxin often warns young designers not to think that consumers need only simple decoration of the house, they actually hope to achieve two wishes through decoration: to have a tasteful and artistic home, to have a unique home.
From the house to the home, from the design plan to the real life space, this is a "two-way rush" process.
Good design is not as simple as taking consumers to see the model house and design drawings; Good design should not only be able to use data, lines, colors to outline the unfettered home imagination, with landable creativity, technology, materials infinitely close to the concept of "home", but also to solve the actual problems of the home, to take into account the budget, uniqueness and practicality.
Che Jianxin hopes that good design can go one step closer, not only stay at the level of "art", but use empathy to deconstruct consumer needs and achieve a better life with empathy.
In the brand film "Design for Chinese Life" created for Red Star Macalline in "The Cultivation of Brands in Big Countries", there is such a scene: the young designer tailors multiple versions of the plan for a couple, tries different styles, but none of them can fully impress them.
Che Jianxin's words broke the problem: too much emphasis on style crossed the boundary, and the style became an edge and an angle, too late. "Home" needs a broad space of tolerance and acceptance, both personality and curvature, so that everyone living in it will relax. No matter how exquisite the materials and craftsmanship, how considerate the technology and humanized design, or the cultural connotation and artistic temperament that highlight the personality - only when these elements are integrated with the values and emotions of a family can they truly touch people's hearts.
Che Jianxin, who has been dealing with "home" for half a lifetime, understands the extraordinary significance of "home" to Chinese families. In a public speech, he said that he hopes that in the future, the home of Chinese will surpass the home of all people in the world, and be more tasteful and artistic than the home of the Germans, the homes of the Americans, and the homes of the French.
This requires the joint efforts of all family members, and it is even more necessary to pass on the ideal from generation to generation.
At the beginning of this year, Red Star Macalline's "Sea, Land and Air Dream Team" made a heavy appearance, from the three dimensions of home improvement, home operation, online and offline retail in the same city, comprehensively improving the home decoration design capabilities, marketing capabilities and delivery capabilities, and using more professional products, services and concepts to achieve consumers' expectations and demands for a better home life.
At the same time, Che Jianxin officially launched the Young Luban Talent Program within the enterprise, selecting young talents with outstanding business capabilities from nearly 40,000 employees of Red Star Macalline who pursue excellence, challenge difficulties, embrace new changes and have outstanding business capabilities. Che Jianxin personally served as the chief tutor of the young Luban, and the vice president-level executives became the instructors, which shows the importance attached to the young Luban talent plan.
Che Jianxin said that in the next 5-year plan of Red Star Macalline, the core talents represented by the young Luban will continue to emerge, who are not only the core talents of Red Star Macalline Revolution and Innovation, but also will become the backbone of the home furnishing industry, designing for Chinese life and realizing the dream of Chinese families.
The red star Macalline brand film "Design for Chinese Life" is being broadcast on CCTV-1, so stay tuned.
[ Editor-in-Charge: Yang Fan ]