What 上海红美电子商务有限公司 does

上海红美电子商务有限公司 (Shanghai Hongmei E-Commerce Co., Ltd.) is a Shanghai-registered e-commerce entity that operates the mmall.com online marketplace for Red Star Macalline (红星美凯龙), one of China's largest home furnishing and furniture retail groups. The company functions as the digital commerce arm of the broader Red Star Macalline Group, enabling Chinese consumers to purchase home furnishings and related products online. The entity itself is extremely small, with only 5 disclosed employees, and its public footprint consists of the mmall.com homepage, which carries a 2018 copyright notice and Shanghai-registered ICP and public security filings.

The platform is positioned as an omnichannel extension of Red Star Macalline's physical home-furnishing malls, theoretically allowing online browsing and purchase of furniture and home goods. The legal name on registration is 红星美凯龙, operating under the DBA 红星美凯龙. No proprietary technology stack, mobile application, API, or SDK is disclosed in the available data. The company's revenue model, pricing structure, customer segments, distribution channels, marketing channels, and partnership ecosystem are not publicly disclosed in the source material. The entity's website is operational, and its registered jurisdiction is Shanghai, China.

No funding rounds, acquisitions, leadership team, M&A activity, product launches beyond the 2018 platform, or strategic partnerships are documented for this specific entity. The company's standalone strategic importance appears to be as a digital channel of the publicly listed parent group (Red Star Macalline Group, SSE: 601828) rather than as an independent operating business, though this entity's separate public/private status is not explicitly confirmed in the input data.

Name

上海红美电子商务有限公司

Legal name

红星美凯龙

Website

https://mmall.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Shanghai Hongmei E-Commerce Co., Ltd. operates the mmall.com online marketplace for Red Star Macalline Group, selling home furnishings and furniture to Chinese consumers. The 5-employee entity serves as the digital commerce arm of the parent group's offline home retail network.

Ownership category

akta.pro rank

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Operations, Marketing or Sales, Personnel, Others

Core offering

上海红美电子商务有限公司 operates the Red Star Macalline (红星美凯龙) e-commerce platform at mmall.com, an online marketplace for home furnishings and furniture targeting Chinese consumers. The platform enables online purchase of home goods and related products as the digital commerce arm of the broader Red Star Macalline Group, complementing its physical retail stores.

Product overview

上海红美电子商务有限公司 operates the Red Star Macalline (红星美凯龙) e-commerce platform at mmall.com, an online marketplace for home furnishings and furniture. The company is the digital commerce arm of the broader Red Star Macalline Group, which operates both physical retail stores and an online marketplace to serve Chinese consumers purchasing home goods.

Differentiator

Problem solved

Functional benefit

Products and services

• 红星美凯龙 (Red Star Macalline) Online Marketplace Online marketplace platform operated at mmall.com that enables Chinese consumers to browse and purchase home furnishings, furniture, and related home goods. The platform functions as the digital extension of Red Star Macalline Group's physical retail stores, targeting individual consumers seeking home decoration and furniture products online.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves2 records

Expansion highlights1 record

Direct peers

• Overstock: Overstock is a U.S. online home furnishings and furniture retailer operating a marketplace-style model. Comparable to mmall.com as a single-vertical online furniture retailer with marketplace dynamics.
• Wayfair: Wayfair is the largest pure-play online furniture and home furnishings retailer globally. It is the most comparable business-model peer to mmall.com — single-vertical, inventory-led online furniture retail serving a broad consumer base.
• Lin & Lin (林氏木业 / LINSY): Lin & Lin (LINSY) is a leading Chinese online furniture retailer that began as a Tmall merchant and has built its own branded DTC operation. It is a direct competitive peer to mmall.com as a Chinese online-first furniture retailer.
• Easy Home (居然之家): Easy Home (Juran) is Red Star Macalline's largest direct competitor in Chinese home furnishings, operating both physical mega-stores and an online platform. It is the most directly comparable peer — same offline-plus-online furniture retail model, same Chinese consumer base, and similar merchant ecosystem.
• Meilele (美乐乐): Meilele is one of the earliest online furniture retailers in China, selling directly to consumers via its own website and offline experience stores. Comparable to mmall.com as a Chinese online furniture pure-play.

Broad incumbents

• Pinduoduo: Pinduoduo has built a large furniture and home furnishings business through group-buying mechanics, particularly in lower-tier Chinese cities. It competes with mmall.com for value-oriented furniture shoppers and represents a structurally different but adjacent model.
• Tmall Home & Furniture (Taobao/Tmall): Alibaba's Tmall hosts the dominant home furnishings and furniture marketplace in China. It is directly comparable to mmall.com as a destination for online furniture purchases, though it operates across many categories rather than specializing in home furnishings.
• IKEA China (IKEA Online): IKEA operates both physical stores and an online channel in China focused on home furnishings. Comparable to mmall.com as a furniture-focused retail brand with an online storefront, though IKEA owns its supply chain and brand globally.
• JD.com Home & Furniture: JD.com is a major Chinese B2C e-commerce platform with a sizable home and furniture category and its own first-party logistics. It competes with mmall.com for online furniture shoppers in China and represents the primary alternative to Tmall in this category.
• Amazon Home: Amazon operates a major home and furniture category globally and has been expanding private-label furniture. Comparable to mmall.com as a marketplace destination for online furniture shoppers, though much broader in category scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/%E4%B8%8A%E6%B5%B7%E7%BA%A2%E7%BE%8E%E7%94%B5%E5%AD%90%E5%95%86%E5%8A%A1%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 上海红美电子商务有限公司