Over the past few years, AI has comprehensively penetrated and reshaped the home furnishing industry across dimensions including design, production, sales, services, and living experiences. As a leading home retail company, RS MACALLINE has continuously invested in digital design, smart stores, precision marketing, and smart home scenarios to meet consumers' evolving demands, potentially providing a breakthrough paradigm for China's physical home retail business transformation.

"RS MACALLINE has firmly promoted the goal of integrating 'home appliances, home furnishings, and home decoration' into a unified entity, ultimately achieving fundamental transformation of its business model. Through deep understanding of lifestyle changes brought by AI, it has transformed into an 'AI home lifestyle scene destination,'" stated Wu Sheng, founder of Scenario Lab and proposer of scenario methodology, during his ninth annual "Beginning of Autumn" speech titled "New Species Explosion · Wu Sheng's Business Method Release 2025" in August this year.

**Promoting Three-in-One Integration, Achieving Business Model Transformation**

In this speech, Wu Sheng noted that from RS MACALLINE, he clearly observed how new species grow into forms they themselves had never fully envisioned.

Looking back to 2019, Wu Sheng pointed out that RS MACALLINE was becoming a "multi-brand integrated smart scenario," with its business method summarized as "Mall within Mall." By 2024, he discovered that RS MACALLINE had become a design-driven company. Now, as an "AI home lifestyle scene destination," this series of upgrades reflects RS MACALLINE's firm commitment to promoting the "home appliances, home furnishings, and home decoration" three-in-one goal, gradually achieving fundamental business model transformation and driving continuous evolution of scenario brands.

Wu Sheng's observations relate to his personal experience. In May this year, RS MACALLINE upgraded the electrical appliance section of its Shanghai Global Home Store No.1 to the "Mega-E Smart Electric Oasis" version 2.0. Wu Sheng witnessed firsthand how home appliances, home furnishings, and home decoration had become seamlessly integrated.

As the first national store of "Mega-E Smart Electric Oasis," the electrical appliance section of Shanghai Global Home Store No.1 expanded its operating area from 16,000 square meters to 33,000 square meters after the upgrade, with brands increasing from 57 to 103. From a basic shopping service perspective, this satisfied users' initial demands for large-scale retail channels. Building on this foundation, RS MACALLINE implemented scenario-level innovations, providing personalized exhibition halls for different user segments, including trendy electronics, zero-carbon lifestyle, and age-friendly spaces. Additionally, through service center development, they launched integrated design, installation, and recycling one-stop services, forming a complete service loop. Thus, "Mega-E Smart Electric Oasis" simultaneously accommodates different channel characteristics including image channels and traffic channels, better enhancing in-store conversion rates, optimizing product procurement costs, and further increasing service revenue proportions.

"Mega-E Smart Electric Oasis embodies forward-thinking about future living. This 'pre-installing the future' concept enables AI lifestyle to be genuinely experienced through highly scenario-based spaces. It transforms the 'large area' and 'comprehensive categories' of RS MACALLINE's electrical appliance section into core advantages for attracting users. Through extreme refinement across dimensions of safety, health, environment, efficiency, entertainment, and environmental protection, every household consumer views it as a 'destination' they visit with enthusiasm, diving into an 'AI home lifestyle experience aggregation,'" Wu Sheng stated.

With the upgrade and expansion of "Mega-E Smart Electric Oasis," RS MACALLINE is positioned to further strengthen the consumer mindset of "buy electrical appliances at RS MACALLINE" while maintaining its moat as the "primary circulation channel for high-end electrical appliances."

**Targeting Intelligence to Create Beautiful Home Experiences**

Fundamental business model transformation requires technological support. RS MACALLINE has continuously explored AI applications in the home furnishing field in recent years, successively launching multiple digital tools.

To enhance consumers' shopping experiences, RS MACALLINE continuously introduces new technologies. For example, RS MACALLINE utilizes AR/VR technology to provide virtual home matching services for consumers, allowing them to preview home effects before purchasing, significantly reducing purchase risks. Meanwhile, RS MACALLINE has introduced intelligent shopping guidance systems that analyze consumers' shopping preferences through big data to provide more personalized recommendation services. These technological innovations enhance consumers' shopping experiences while further consolidating RS MACALLINE's industry position.

On the merchant side, RS MACALLINE has created dedicated service platforms tailored for merchants, achieving unified online management of tens of thousands of merchants, covering functions including contract signing, rent payment, and data analysis, creating a "full lifecycle service system" for merchants that greatly simplifies their operational processes. Additionally, the merchant platform provides rich data analysis tools to help merchants better understand customer needs and consumption habits, optimizing business strategies.

The M+ Designer System is a professional service platform specifically created by RS MACALLINE for the designer community. It digitally connects thousands of designer resources by integrating design solutions, material supply chains, and consumer demands, significantly improving merchants' average transaction values and conversion rates, becoming the core hub of the home decoration ecosystem. This system achieves full-process services from inspiration to one-stop implementation, with designers playing the role of "super connectors," consumers receiving personalized solutions, and brands achieving differentiated competition through design.

For RS MACALLINE, AI is not an isolated technological island but a comprehensive business model reconstruction from point to surface. Consumer behavioral data feeds back into brands' precision research and development, designers' hit solutions are consolidated into AI templates that re-empower brands, and brands' new products reach potential users through intelligent marketing. Thus, RS MACALLINE is no longer just a "mall selling home furnishings" but is sailing with the entire industry toward an "AI home lifestyle scene destination" – where technology, business, and residential ideals interweave into a dynamically evolving future lifestyle map, where every click, every store visit, every flash of inspiration refreshes imagination about "home."

Industry analysts point out that for the future, RS MACALLINE will inevitably continue increasing investment in AI, creating more intelligent home living for consumers through technological innovation and product upgrades, generating more beautiful home experiences. This evolution of simultaneous deconstruction and emergence, while triggering its own metamorphosis, may also provide a new paradigm for physical home retail business upgrades.