In the afternoon sunlight streaming into a corner of the mall, a young couple steps down from a Tesla Model Y in the showroom and walks into a trendy coffee shop just steps away. This becomes their spot to reflect on the experience, chatting casually over coffee about their driving impressions and visions for future living.

This vibrant and modern lifestyle scene doesn't take place in some emerging shopping center, but rather at the home retail giant - RS MACALLINE. This "global mall king," once renowned for high-end building materials and imported furniture, is boldly breaking category boundaries by introducing new formats like high-end appliances, new energy vehicles, and dining into its retail spaces.

What RS MACALLINE is doing goes beyond mere category expansion - it's a strategic revolution that abandons singular real estate thinking to embrace youthful lifestyles. At its core lies the transformation of physical spaces into livable, interactive, and consumable living domains, evolving malls from single-function trading platforms into super complexes that embody lifestyle imagination, reshaping the brand's youthful image.

A "Required Course" for the Future

In June this year, RS MACALLINE brand ambassador Dilraba appeared at the Tianjin Beichen mall for the "23rd Anniversary Celebration in Tianjin." This national icon not only learned to speak Tianjin dialect on-site but also engaged in creative interactions with the audience, completing various fun challenges. When asked about her understanding of the event theme "Hot NOW Extraordinary," Dilraba said: "'NOW' represents the youthful trend led by RS MACALLINE, which always showcases the newest and most trendy lifestyles."

Signing Dilraba was undoubtedly a key move in RS MACALLINE's youth strategy. As the real estate market enters a stock era, the downstream home furnishing industry also faces growth challenges. Based on deep insights into market patterns and consumer trends, RS MACALLINE recognizes that whether it can "make friends" with young consumers has become a "required course" crucial to the company's future survival and development.

The young demographic represented by Generation Z is rapidly emerging as the backbone of the consumer market. Their consumption habits, aesthetic preferences, and value orientations differ significantly from the traditional customer base that home furnishing malls have long relied upon. They need not just "functional" furniture but comprehensive "ideal home" solutions that showcase personality, incorporate technology, and seamlessly integrate with their lifestyles.

Meanwhile, this demographic shows strong intentions in pursuing healthy and environmentally conscious living, being more inclined to pay for sustainable brands and products. Taking new energy vehicles as an example, the "2024 New Energy Vehicle Consumption Observation Report" shows that among consumers aged 26-45, over 55% prefer new energy vehicles over fuel-powered cars.

"Future retail competition is essentially competition in ecosystem capabilities." Facing the rise of young demographics, Li Yupeng, Party Secretary and Chairman of RS MACALLINE Home Group, emphasizes that RS MACALLINE is accelerating the introduction of diverse formats including new energy vehicles, high-end appliances, and fashionable dining to provide consumers with one-stop, scenario-based, high-end home living solutions. In the future, RS MACALLINE home malls will form a new structure with building materials and furniture occupying 60%, appliances 15%, home decoration 15%, and new formats 10%.

Space Revolution, Targeting the New Generation

With the strategic blueprint set, only by implementing these concepts can the company truly win young people's attention and favor. RS MACALLINE's answer is a space revolution centered on format integration and scenario symbiosis, completely breaking the physical and psychological boundaries of traditional home furnishing malls.

The trinity integration of home appliances, home furnishing, and home decoration has become a major trend in the industry's deepening development. RS MACALLINE began entering the high-end appliance track as early as 2021. Last year, the company further integrated resources and proposed the "3+Star Ecology" strategy, constructing a closed-loop system through deep collaboration among the three core businesses of home furnishing, home appliances, and home decoration, creating mutual extensions, traffic entrances, and growth engines.

The continuous upgrade of the appliance strategy is key to this integration. In May 2025, the first "Mega-E Smart Electric Oasis" opened at the Shanghai Global Home Store No.1, marking the upgrade of its appliance strategy to the 2.0 stage. "RS MACALLINE wants to coexist with young people, creating 'heart value ratio,' using youthful scenario language to reconstruct the underlying logic of appliance consumption." As Li Yupeng stated, establishing emotional resonance with the younger generation and reshaping the appliance consumption experience with spatial language that matches their lifestyle is the core appeal of the company's appliance category layout.

The accelerated implementation of M+ High-End Home Decoration Design Centers also deeply reflects the company's precise insight into changing young consumer needs. Current young people's needs have undergone qualitative changes, shifting from simply "purchasing products" to seeking "comprehensive solutions," from satisfying "functional needs" to desiring "lifestyle proposals." Designers are the key players in providing such lifestyle proposals.

In the stock era, home decoration designers are transforming from "craftsmen" at the end of the industrial chain to "super connectors" driving industrial restructuring. By the end of 2024, M+ High-End Home Decoration Design Centers had attracted over 1,000 studios with nearly 5,000 collaborative designers. They have also become important bridges for RS MACALLINE to reach young consumers and convey the brand's lifestyle aesthetics.

With natural high traffic and strong topic appeal, new energy vehicles are also key for RS MACALLINE to attract young customer groups and expand its ecosystem map. As the "mobile living space" attributes of automobiles become increasingly prominent, the boundaries between cars and "homes" are accelerating convergence, leading RS MACALLINE to continuously invest in this track. In July this year, the 20,000-square-meter automotive theme pavilion that simultaneously opened at Yunnan Global Store No.1 and Kunming Fengyuan Road Mall became the company's latest achievement in automotive track layout. Currently, RS MACALLINE's automotive format has entered 44 cities nationwide, with signed total area exceeding 260,000 square meters, demonstrating strong development momentum.

Building Young People's "Ideal Life"

The technological trends of Tesla showrooms, the immersive experience of Mega-E Smart Electric Oasis, the collision of designers' inspiration in M+ Design Centers, the aromatic coffee shops... These seemingly independent scenarios are gradually merging into an organic living entity under RS MACALLINE's orchestration.

The significance of this space revolution goes far beyond breaking physical boundaries - it symbolizes RS MACALLINE's profound transformation from "real estate thinking" to "user thinking," from "trading platform" to "value co-creation platform." Through the deep integration of home furnishing, home appliances, and home decoration, along with the entry of emerging formats like new energy vehicles, RS MACALLINE has successfully reshaped single home consumption scenarios into lifestyle destinations that young people enjoy exploring, immersing themselves in, and are willing to visit repeatedly.

RS MACALLINE's youth-oriented breakthrough is not only about its own breakthrough in the stock era but also redefining the boundaries and imagination of "home." In the future, when people discuss ideal living spaces, the name "RS MACALLINE" may occupy young consumers' mindshare in an entirely new way.