红星美凯龙B2B国际品牌运营中心 意大利家居游学旅记

红星美凯龙B2B国际品牌运营中心 2015意大利家居游学旅记

——本文稿件由红星美凯龙华北东北大区副总经理陈雪梅提供

2013年红星美凯龙B2B国际品牌运营中心在米兰成立，致力搭建中国家居市场与全球品牌的开放合作平台。

2015年由红星美凯龙B2B国际品牌运营中心精心设计的意大利家居游学之旅，在以品牌学习为中心，了解品牌文化，解密制作工艺，体会百年传承，共同加深理解，以期达到最终的合作共赢。

Red star Macalline B2B international service center was established in Milan in 2013.Our vision is to provide theopen and professional platform and build the bridge between international brands and Chinese market.

In this April Redstar Macalline B2B international service center kicked off a big project named Europe furnishing study tour. As the name itself literally suggest, the studytour aims to experience the brands' soul and to comprehend the brands' value, to see for themselves the very essence - the craftsmanship behind the brandsand a century’s heritage passed on from generation to generation.

欧洲游学之旅启航：

该方案一经发布，全国各地优质经销商反响积极，踊跃报名，鉴于本次是深度探访游学，名额有限，最终一行30余人由红星联合创始人车建芳女士带队，踏上了旅程。 整个旅程被精心设计成为三个章节。

Once the project was released the dealers national wide showed strong interest in it. Immediately theysigned up for the tour. Considering the quality of the tour, we have to narrowthe number of participants. The furnishing study tour, finally made up of over 30persons, was led by Redstar Macalline Co-founder Jenifer Che.

The whole trip, spanned Germany to Italy, was well designed into 3 parts.

第一章：序幕

序幕是探寻从科隆到米兰的品牌工厂，了解各种不同风格，不同领域的品牌的商业逻辑。

Part I:Factory visit from K?ln to Milan was the prologue. The purpose was to comprehend the vision and strategy of brands in different style and different categories.

第一站德国，毋庸置疑的选择了其第一品牌Hustla，它传递的是德国精神，其将工艺技术与大众需求的完美平衡。

In Germany, Huelsta was the one we selected as the first stop for our professional study tour. As the No.1 German furniture brand, it conveys a message of German made quality and represents a perfect balance between consumer requirement and technological excellence.

随后进入美丽的意大利，作为意大利浪漫情怀代表的Rampoldi， 拥有卓绝的涂装工艺以及对于市场不妥协。还有一直坚持品质和时尚的Baxter，设计大胆，色彩纷呈。经验丰富的团员们都在感慨于长年累月的沉淀为品牌带来的文化以及工艺底蕴。

Rampoldi, an Italian high-end classic brand, is highly reputed for its coating process and never compromise in the quality to be convenient for its market. For the leading design sofa brand Baxter, it possesses an incredible sense of style and design with diverse design concept.It delivers the lifestyle it sticks to. Experienced as the each member is, they were still impressed by the culture and craftsmanship behind the brand over the decades.

第二章：盛宴

米兰展的大幕徐徐拉开，经过序幕的洗礼大家跃跃欲试。每天进入米兰展30多人的团队犹如一条长龙，庞大而又有序，由于观展路线安排合理，对接到位，从顶级大牌到畅销品牌，从古典（古典装修效果图）走向现代（现代装修效果图），从家居到灯饰。一路上大家津津乐道于新设计新理念的产品，更是仔仔细细的研究产品与中国市场的匹配度。由于每一个品牌都有专业的讲解，大家了解了海量的信息，也给品牌一次非常难得向中国客人们展示自己的机会。海量的学习是疲惫的但也是兴奋的。

Part II: the Milan Fair. Previous factory visits created the right ambience for the fair, during which members were all actively involved. Every day during the fair, the delegation of over 30 people were wandering in a long queue which was quite in order. According to the reasonable arrangements of routes plan, all members enjoyed brands with comprehensive introduction. The visit covered top brands to popularones with the styles from classic to contemporary and categories ranging from furniture to lighting. Along the way, members discussed about the new design concept and new product and show lots of the interest. Meanwhile members also seriously considered whether the products match the Chinese market per their experience. This is a really a precious opportunity for both sides. On one hand brands were happy to present the brands to Chinese guests face to face. The other hand the members received massive amounts of valuable information. During the day of Milan fair,all were exhausted but also full of excitement.

米兰展是日不落的盛会，白天观展后，party after party是米兰展另一道风景线，今年的红星美凯龙盛事连连，开幕第一天在主展馆的设计论坛，深度探讨了消费与设计的平衡，与此同时还有红星美凯龙B2B国际品牌运营中心联合意大利木业、家具协会的中国路演信息发布。第一天的傍晚是一个小高潮，红星美凯龙的“中国当代家具跨界设计展”开幕式吸引了意大利各界名流，设计界的精英乃至米兰副市长的亲临。

Salone del Mobile is where the sun never sets. Party after party is another landscape outside the Fiera Milano. This year alsomarked a grand occasion for Red Star Macalline. On the first day of the fair,Red Star held a design forum in the exhibition hall 24 to discuss about the balance between consumption and design. It also published Red Star Macalline B2B center’s roadshow plan in China together with FLA. The highlights would be the opening event for the Contemporary Chinese Design on the evening of April 14th. It attracted many famous guests, elite design community and also the Deputy Mayor of Milano.

米兰展的第二天，红星美凯龙联合创始人车建芳女士受到意大利木业、家具协会盛情邀请，参加米兰展贵宾VIP晚宴与意大利副总理及各界名流共同庆祝米兰展盛大开幕。

Jennifer Che, Co-founder of Red Star Macalline, was also invited to a VIP dinner held by FLA to celebrate, with the presence of Vice Premier of Italy and other celebrities, the grand opening of Salone del Mobile.

除此之外众多一流的品牌都为红星举办专场活动，在互动中深度交流与沟通。我们有幸由Natuzzi老先生亲自为我们进行全方位的品牌解读；

The delegation also participated in the activities of various top brands held exclusive for Red Star to interact with the brand and have in-depth exchanges and communications.We were more than pleased to have Mr. Natuzzi offer a presentation inperson about Natuzzi.

与此同时，我们有幸成为了Kartell博物馆（博物馆装修效果图）有史以来迎来的第一批中国参观团，Kartell先生从繁忙的展会赶来亲自陪同参观。

The delegation was also the first Chinese delegation who visited Kartell famous museum. Mr Kartell took the time out of his busy schedule during the fair to accompany us during the visit and dinner.

第三章：升华

饕餮盛宴在米兰展后展开，我们来到了威尼斯，体验到具备工匠精神的Alberta，以及将资源整个做到极致，并拥有多项技术研究餐桌（餐桌装修效果图）椅近百年的Calligaris。经过了米兰展，工厂的参观更具参考性，大家将类似品牌进行探讨和深化。

After the Salone del Mobile followed another furniture feast for the delegation. In Venezia area, members visited Alberta, a brand known for its fine craftsmanship; and Calligaris, a century old brand, whose dining tables offer impeccable design, extraordinary craftsmanship and exceptional functionality. Visits to the booths during thefair were informative, and factory visits serve to further consolidate members’understanding of the brands and help them explore and deepen their comprehensive understanding of brands in the same category.

尤其值得一提的是最后一站，具备从原材料开始到最终完成沙发制作的顶级定制沙发Erba，以端到端的生产工艺，以及浪漫的设计理念，常年与顶级奢侈品牌的布料供应商的合作，无一不在呈现一个致力于打造顶级品牌的耐心和专注。

The last visit was the most interesting.From the frame to the padding andcushions, from the design to every manufacturing process, high-end customized Erba sofa is capable of end to end production process. It has a long-term cooperation with top luxury brand fabric suppliers. Together with its romantic design concept, it has fully displayed the endurance and focus required for a top brand.

震撼人心的Molteni&C已经超越了词语能够形容的震撼，其完全颠覆了家具行业传统思维模式，无论从品牌文化的阐述到产品的设计灵感无一不彰显顶级工业设计以人为本的理念。设计服务于生活，技术提供便利，质量是基础保障。很多人都为之唏嘘不已。

What the impressive tour in Molteni&C has brought to the delegation was far beyond words. It completely subverts the traditional thinking of furniture industry. Both in the presentation of brand culture and the inspiration for its products, it showcases top industrial design’s people-oriented concept. It is deeply rooted in the notion that: design is to make people’s life better; Technology is to provide convenience and quality is the basic guarantee. Members were all amazed and marveled to see its presentation.

整个行程大家怀着感激的心情聆听品牌方深度讲解制作工艺，文化传承，品牌价值和市场定位，双方深入探讨了中国市场运作模式。在沟通和交流中团员们皆因有机会接触到品质卓越的产品，感受百年的文化沉淀而兴奋不已。从古典到现代，从卫浴到软装，从设计到工艺，站站精彩，惊喜连连。

During the whole trip members listened with gratitude to the brand representative explaining the craftsmanship,culture heritage, brand value and marketing positioning. They also discussed with the brand its market operational model in China. The brands range from classic to contemporary, from bathing facility to upholstery, from design to manufacturing. Each visit presented the members with wonderful surprises.

游学游学，边游边学，大家相处融洽如家人，欢声笑语不断，在一个个美丽古老的小镇畅游，在安静祥和的郊外大家举杯畅饮，其乐融融。

Entertainment was also part of the tourstudy all along the way. The delegation travelled through several old and beautiful European villages, toasting to each other in the quiet suburban areaduring sunset. The newly-acquired friendship between the members filled thetrip with laughter.

红星美凯龙B2B国际品牌中心精心打造的家居游学之旅致力于拉近国际品牌与业内优秀经销商的距离，在这个平台上大家可以自由交流，近距离沟通，相互学习探讨，在全面理解双方的基础上对于进口品牌代理做长期战略规划。

Red Star Macalline B2B International Brand Center’s well-planned furnishing study tour is dedicated to bringing closer international brands andthe industry’s best dealers. It is a platform for free exchange of views and mutual learning, where two sides strive to establish a long-term strategic relationship in representing brands based on a comprehensive mutual understanding.

红星美凯龙B2B国际品牌中心

(供稿人：红星美凯龙华北东北大区副总经理陈雪梅)

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