At the "Double 11" node, which was defined as a carnival by e-commerce, Melaleu quietly withdrew from the camp of its "old club", just like a home-style "Xiao Ming, get out".
At that time, the crisis caused by the sharp decrease in traffic was like removing the roof beams. However, this retreat inspired an unusual vitality. With the O2O model of "online traffic + offline experience", it stubbornly carved out a unique path of Eastern aesthetics in the gap between tradition and e-commerce.
Now, when we look at this "bachelor" again from the perspective of Chinese residential aesthetics, its internal construction basis is surprisingly consistent with the wisdom of classical gardening and hall layout.
The hall has a scene, virtuality and reality are intertwined: the beauty of the "qi mouth" of the offline experience hall
Traditional Chinese-style houses pay attention to the "air mouth", which is the place where the charm of the space flows.
As far as home consumption is concerned, online shopping malls are a manifestation of the so-called nothingness, while physical experience centers are the real things that play a decisive role in luck. This is such a situation.
Meilele is building offline physical stores on a large scale. This behavior is not just a mere accumulation of quantity. It is actually looking for a physical place where the "qiyun" can reside for the illusory traffic.
This is similar to the "sense of enclosure" emphasized in Chinese hall design.
Consumers no longer speculate on the material in front of the cold screen, but enter such a real and tangible spatial layout, touch the warmth of the boxwood with their own hands, and experience the precision of the mortise and tenon structure.
This process of feeling first and then making a decision breaks the barrier of traditional e-commerce that can only be imagined by looking at pictures, causing the concept of "home" to take on the shape of a concrete graphic outline as soon as the experience occurs.
The end point of sales is not just the physical store, it is the starting point of the perception of oriental artistic conception, just like the screen wall in a courtyard that blocks the direct line of sight and guides the deep spatial hierarchy.
Furniture is a tool that conveys art: the spirit of "craftsmanship" behind the supply chain
Chinese-style furniture pays attention to "vessels to convey the Tao". One piece of furniture is a Ming-style armchair. Its lines have curves and curves, and these curves contain the cosmology of a round sky and a square earth.
Meilele turned its attention overseas, from Southeast Asia to the United States, and introduced high-quality furniture on a large scale. On the surface, this seemed like a "borrowing opportunity" in business, but in fact it was secretly in line with the evolution of classical furniture that "learned from others' strengths".
In particular, imported mahogany or high-end brands such as Simmons and Sealy are introduced and displayed at extremely competitive prices. In terms of soft furnishings, this provides more diversified possibilities for modern Chinese-style spaces.
Imagine a bedroom that combines a screen with oriental characteristics and a comfortable mattress with a Western style. Behind this lies a profound insight into the nature of living. This insight shows that comfort belongs to the "use" of the physical sense, but aesthetics is the "body" of the spiritual level.
The efficient logistics and distribution system is just like the strict requirements that ancient craftsmen adhered to in the process, ensuring that every "ware" can arrive at the place where it should be without damage, reducing the time cost from full expectation to actual possession, allowing practical functions and aesthetic values to be seamlessly connected at the first moment.
There is a degree of virtuality and reality, and the meaning is natural: the "borrowed scene" and "blank space" behind the promotion
In Chinese garden design, "borrowing scenery" is a way to create a profound artistic conception, and "blank space" is also a way to create a profound artistic conception. The two are the key methods to create a profound artistic conception.
The strategy of Meilele in the "Double 11" promotion is just like a commercial interpretation of this aesthetic principle. There is punctuation here.
It does not simply choose price war (a method that relies on brute force), but relies on its unique O2O model to "borrow" online traffic into offline experiences, and then "retain" the hearts of consumers through offline physical experiences.
In the eyes of senior designers, the so-called "50% off" and "full discount" are like carefully calculated blank spaces in an ink painting. On the surface, they are price concessions, but in fact, they leave more budget space for consumers to invest in details that can actually improve the quality of life. These details may be a tea table made of wenge wood, or a bamboo curtain placed next to the window.
Such "taking advantage of the situation" behavior allows consumers to obtain not only material benefits, but also an emotional projection of an ideal life.
There is such a kind of product, which was originally only displayed in top stores and was an imported mattress. Later, it entered the new Chinese-style bedrooms of ordinary people at an affordable price. When it is in the new Chinese-style bedroom and sets off the surrounding flower tables and hanging screens, it looks very harmonious and interesting. The kind of fusion of Chinese and Western, elegant and comfortable atmosphere presented at this time is the most moving artistic conception, yes.
Originally a "bachelor" who was ridiculed as "get out", and then became a "diamond king" who can flexibly cope with specific home furnishing subdivisions. This transformation of Meilele is essentially a return to the respect and respect for the original essence of human habitation in the construction of a business model.
What it presents is exactly what modern oriental aesthetics advocates, that is, it is not limited to form, but in the virtual and actual conditions of space, in the selection and abandonment of utensils, and in the advancement and retreat of prices, a living philosophy that belongs to contemporary Chinese people and has character without losing warmth can be found.
This may be its unique charm that is most worth savoring in this bustling festival.
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