On December 14, Ecowater and Red Star Macalline signed a 2023 strategic alliance agreement. The two parties reached in-depth operational cooperation in multiple dimensions such as channel cooperation, resource complementarity, store expansion, joint marketing, and scene experience! Mr. Zhu Jiagui, Executive President and General Manager of the Operation Center of Red Star Macalline, Mr. Wu Xiaojie, Executive Deputy General Manager of the Intelligent Appliances Division of the Operation Center, Mr. Dai Jiajun, General Manager of the IMP Marketing Business Department, and other representatives of the Red Star Macalline team, and Mr. Zhou Shouwen, Vice President and General Manager of Ecowater China, Mr. Tang Deyong, Vice President of Sales of Ecowater China, and Mr. Li Jiajia, Senior Marketing Director of Ecowater China, attended the strategic signing ceremony.
This is another cooperation between the leader of the whole-house water purification industry and the Chinese high-end home furnishing retail giant to achieve high-level mutual benefit and win-win results. In the future, as a high-end whole-house water purification brand with a history of nearly 100 years, Ecowater will continue to lead the new era of water purification terminal experience. At the same time, Red Star Macalline will continue to be an important tool for Ecowater to expand its high-end market channels. Double-top cooperation leads to win-win results!
Brand marketing differentiation
Unlock diversified scene experience
The signing of the strategic alliance with Red Star Macalline is another new round of attempts for long-term cooperation between Ecowater and Red Star Macalline. From the strong entry of Ecowater Superstore into the Smart Appliance Life Pavilion of Red Star Macalline Shanghai Global Home No. 1 Store to the heavy landing of the first Ecowater Whole-House Water Purification Festival, among the top brands cooperating with Red Star Macalline, Ecowater is one of the high-end brands with the highest participation. The mutual benefit and win-win of long-term cooperation also gives both parties the confidence to cooperate deeply again. At the signing ceremony, Mr. Zhou Shouwen, Vice President and General Manager of Ecowater China, also said that adhering to the brand’s original intention of focus and professionalism and the brand strategy of long-termism are the value cornerstones for Ecowater and Red Star Macalline to maintain close cooperation. In the future, the two parties will continue to cooperate deeply under the guidance of the same values.
In recent years, many Red Star Macalline shopping malls have introduced fashionable catering brands such as McDonald’s. The entry of sub-categories such as simple meals, light meals, coffee, and new tea drinks has increased the richness of Red Star Macalline shopping mall consumption scenarios, allowing experience scenarios that are strongly related to catering to become an important supporting link. Coincident with Red Star Macalline’s differentiated marketing layout for home furnishing malls, Ecofood designed and launched the “Ecofood·Ecofood” life experience area in the Chengdu Brand Customer Care Center in 2021. The new “Ecofood·Ecofood” brand concept combines the customer care center with popular consumption scenarios such as coffee and tea drinks to create an immersive experience that is closer to users and has received unanimous praise. At the signing ceremony, Ms. Ding Mianmian of the Red Star Macalline Catering Division also expressed the hope that Ecofood·Ecofood could become one of the catering categories stationed in Red Star Macalline shopping malls in addition to Ecofood’s main brand.
In the future, the creation of more and wider “Eco-Kafka” experience points will bring brand exposure and more vivid product display and experience to Eco-Kafka in more scenarios. By providing diversified beverages such as direct drinking water, coffee, and tea, consumers can personally experience the sweetness and clarity of Eco-Kafka direct drinking water, the mellow and rich aroma of coffee brewed with Eco-Kafka good water, and the refreshing taste of tea. With the help of the taste on the tip of the tongue, the quality concept of good water and good life can be better conveyed, and the brand imprint of rich scenes and high-end experience can be rooted in the hearts of users.
As a brand that first proposed the concept of “four steps for whole-house water purification” in the field of whole-house water purification, Eco-Kafka will continue to establish a richer and more diverse cooperation ecology with core channels through the research and development of high-end diversified products, the upgrading and optimization of offline stores, the construction of customer care centers, and the continuous innovation of brand marketing concepts. While popularizing the concept of whole-house water purification, it provides consumers with high-quality water purification experience and pleasant services, and realizes a full-link brand marketing layout with high-end products, rich experience and thoughtful services.
Multi-dimensional mutual empowerment
Co-create a high-end electrical appliance ecosystem
Red Star Macalline is a leading brand in domestic high-end home furnishing retail and a benchmark enterprise in the home furnishing industry. As a professional and influential high-end home improvement channel, Red Star Macalline has invested a lot of marketing resources, integrated online and offline channels, and achieved multi-channel operations and other measures to provide a better platform for head and high-quality brands. Mr. Zhu Jiagui, Executive President of Red Star Macalline Home Furnishing Group and General Manager of the Operation Center, pointed out that the proportion of Red Star Macalline’s high-end electrical appliance brands continues to grow, customized electrical appliances continue to open stores in Red Star, and channels are more diversified. Systematic home appliances have a significant growth momentum, among which HVAC and water purification categories have a strong momentum, and the whole-house water purification market is concentrating on the head market.
In the future, Red Star Macalline will create more real scenes of smart home appliance life halls, and with the help of immersive experience, push high-end electrical appliances with scenarios, sets, and systems to high-net-worth consumers to meet their one-stop shopping needs. In the field of whole-house water purification, Ecowater is the first brand to propose scenario-based management and experiential display. The Red Star Macalline platform can just meet Ecowater’s high-end brand positioning, which also coincides with Ecowater’s brand strategy of insisting on high-end positioning, achieving sustainable and healthy development through differentiated products, differentiated services, and differentiated positioning, and striving to make whole-house water purification a standard of high-quality life.
Years of cooperation have enabled Red Star Macalline and Ecowater to achieve a win-win goal. Red Star Macalline’s smart appliance living hall provides Ecowater with space and location to open more flagship stores, allowing more high-end users to learn about the Ecowater brand. In the creation of water use and drinking water scenes, Ecowater’s four-step whole-house water purification has brought unlimited possibilities to Red Star Macalline in the water purification industry. In the future, Red Star Macalline and Ecowater will carry out in-depth cooperation in traffic operation, channel co-construction, resource sharing, etc., which will undoubtedly help Ecowater’s whole-house water purification achieve a double breakthrough in volume and sales.
Work together to gather strength and unite
1+1>2 effect outperforms the market
Ecowater has successfully entered 31 Red Star Macalline Global Home No. 1 stores. Among the top 10 water purification brands cooperating with Red Star Macalline, Ecowater’s sales share has firmly occupied the first place for two consecutive years in 2021 and 2022! In the coming 2023, Ecowater China will continue to use Red Star Macalline as a high-quality channel, concentrate the strength of Red Star Macalline, Ecowater brand and brand service providers across the country, focus on key nodes and cities, and create high-traffic, high-volume and high-return marketing activities. In addition, Red Star Macalline will provide advertising and marketing support to Ecowater in many key shopping malls across the country throughout the year. We believe that with the comprehensive efforts in stores, products, and services, Ecowater will achieve the goal of accelerating brand development, give full play to the 1+1>2 effect, and steadily outperform the market:
In terms of breadth, in 2023, Ecowater will set the high-density store opening in Red Star Macalline as the first goal, greatly increase the store entry rate in the entire Red Star system, and greatly increase the market scale. Zhou Shouwen, Vice President and General Manager of Ecowater China, said that in 2023, as a strategic partner of Ecowater, Red Star Macalline will have a store opening rate of at least 70%.
In terms of depth, the two parties will increase marketing efforts, deeply promote market share, achieve joint drainage, and deeply reuse traffic. In addition to the “general-to-general package strategic cooperation”, Red Star Macalline and Ecowater will also select key areas across the country, focus on 15 cities, and formulate in-depth marketing operations plans, with Red Star Macalline + Ecowater headquarters + Ecowater brand service providers – the three parties form a joint force to open up and penetrate the market and firmly occupy the “commanding heights” of each regional market.
Ecowater will work with Red Star Macalline to focus on marketing nodes throughout the year and launch diversified brand activities. For example, in conjunction with the 315 promotion and Ecowater Super Product Day, the Super Brand Day event will be launched; at that time, Ecowater’s new Cloud Diamond series will be launched at the Red Star Macalline Smart Appliance Life Hall; in April, Ecowater will work with Red Star Macalline to launch the second Whole House Water Purification Festival. As a professional brand of whole house water purification with a history of nearly 100 years, Ecowater hopes to bring consumers a new experience of washing, bathing, direct drinking and other diversified household water and drinking scenes, so that people can fully feel the happiness brought to life by the whole house water purification system.
At the same time, in 2023, Ecowater will continue to deepen its cooperation with Red Star Macalline, a high-end home improvement channel, in the designer circle: combining the 618 and 818 promotion nodes, two super city shopping activities will be launched in Red Star Macalline’s 9 Supreme MALLs + 32 No. 1 stores + 8 key cities. With the help of designer recommendation positioning, more users will fully understand the concept of the whole-house water purification system, one of the “three major health systems” in modern home improvement design, product selection, installation planning, etc. in the early stage of decoration. In the design stage of decoration, the whole-house water purification system and home are integrated and integrated to help customers create a truly high-quality home life.
Accumulate strength for cooperation and win-win future! Ecowater Water Purification will continue to cooperate with Red Star Macalline, a professional channel in the high-end home improvement market, and take advantage of Red Star Macalline’s channel resources across the country, as well as the planning of mid-to-high-end market homes, to popularize and deepen the concept of whole-house water purification to more people, and continuously improve Ecowater’s whole-house water purification in the market penetration rate! Ecowater will also continue to provide one-stop, intelligent, comprehensive water purification solutions to more consumers through professional and systematic whole-house water purification products and warm and pleasant services. With cutting-edge products, rich scenarios, and thoughtful full-link marketing, it will open up high-quality life experiences for more users and help people achieve a truly pleasant life.
