Decoration industry after 30 years of development, has now presented a design services, half packs, equipment, electricity and other diversified integration of the market structure. With the rise of the main consumer, in the context of consumer upgrades, the Internet + new retail, so that the entire home improvement industry standing in a new transition junction. What is the future in the future? In the industry view, whether it is home improvement product attributes of the change, or digital, or online and offline depth of integration, home improvement business transformation behind the new retail has a shadow.
Transformation direction
The following are the same as the "Home improvement transformation of the three major changesThe following are the same as the "
1 with the help of standardization, subversion of traditional home improvement products inherent attributes
Home improvement industry, although with the scale of over 4 trillion of the market, but there have been "big industry, small companies, difficult to national replication, industry concentration is low" and other issues, because the vast majority of home improvement enterprises are not out of the traditional " One design, one by one construction "model, due to the lack of standardization is difficult to nurture a billion scale of the enterprise. At the same time, home improvement consumption as a high price, low frequency, the user is difficult to quickly decision the industry, because of its unique product attributes, not only can not get the same kind of consumer goods car as high attention, and difficult and fast and fashion detached, the user's Sticky is out of the question.
Guangzhou Building Decoration Industry Association Ni Ankui that the standardization of the future will become an important direction of home improvement transformation. Bid farewell to the "one by one design, a one construction" of the traditional model, the implementation of standardized product line, easy to achieve industrial production and large-scale, so as to enhance the overall operational efficiency. In addition, due to the standard package in the selection of the main material, using a strict model, not only can reduce the cost of choice of consumers, but also just need the crowd most valued high cost. In addition, under the guidance of relevant national policies, as well as the maturity of related technologies, the proportion of domestic production will be higher or higher.
2 with digital and information technology, reshape the value chain of home improvement products
The so-called new retail, online + line + logistics, just appearance, in the appearance of the back there is a crucial point is - with large data, artificial intelligence and other advanced technology means, the production of goods, circulation and sales Process to upgrade, and then reshape the state structure and the ecological circle. Specific to the home improvement industry, digital and information technology at least in the following three levels of change the entire home improvement industry.
On the one hand, through the development of rigorous scientific and digital standards, combined with modern high-tech digital tools, relying on independent research and development of digital evaluation system, will make the industry more full and transparent and open. Tuoba rabbit, giants US home, home improvement E station, Qi home network and other Internet home improvement platform, now all in this direction in the effort. To the home network, for example, in the design, the user in the home network on the house of modular custom design, through VR and other tools to understand the effect of home decoration after the completion of the building materials, the system will give accurate quotes, So that users choose the right building materials; in the construction supervision, he can also follow the software to track the standardization of each renovation process, supervision, after the decoration can be interactive comments.
On the other hand, with advanced digital modeling tools, users can start to renovate before you can see for different space, different styles of high-precision three-dimensional design renderings, and a key to replace their desired style / color and material , The system can immediately give a quote, not only to achieve real WYSIWYG, and can greatly reduce the customer's decision-making costs, improve customer satisfaction.
Finally, based on cloud data to expand the lifestyle study. In the last couple of years, custom giants, including Europe, and Sofia, have built their own lifestyle research institutes and started using front-end data to guide back-end product development and product upgrades. In the home improvement industry, to Country Garden and orange home as the representative of the home improvement brand, but also trying to build a lifestyle research institute to reshape the value chain of home improvement products.
"At present, the orange home of the Institute of Life and all the orange home stores have opened up to study the good mature products, we will first put the store, so that consumers experience the experience of the store is also the Institute to collect data We will be based on these data to do product research and development, and do the corresponding way of life extension.We even in the new store placement probe, a product is the user to touch the number of times, there will be a corresponding data collection and data Analysis. "Orange in the product director Wang Zhongli view, in the new retail era, the product itself not only to achieve the ultimate, for the user needs to explore more to be the ultimate.
3 online and offline depth of integration, improve the convenience of home improvement and experience
Good home network CEO Fan Xueyou believes that with the further development of the Internet +, online and offline platform will bid farewell to the original competitive situation and gradually to the integration of the situation changes. Internet furnishings with Internet reputation ability, O2O acquisition capacity, product ability, designer ability, and the traditional home improvement company with landing ability, the designer team to sign the ability to pay and construction delivery capacity, the depth of the two integration can effectively complement the vacancy. Online home improvement platform for the people to provide one-stop, transparent home improvement, offline store as a carrier of experience and services to meet the consumer experience needs, while meeting the psychological needs of consumers in the service entity.
According to Fan Xueyou said, good home network is currently planning to use their own excellent traffic advantage to create a home improvement platform to promote the home improvement industry line and line of the depth of integration, the platform will be launched early three models. One is the channel of the packaging to help decoration companies, especially small decoration company to improve visibility; the second is to carry out deep business cooperation, directly to do a certain degree of business chain cut, for example, by the good network to provide third-party quality assurance or other value-added services; Third, the use of a single model, by the good network is responsible for online orders, and preferred several decoration company, through the free design side and the form of bidding, to the owners more and better choice.
In addition to a good home network, according to the reporter to understand, Qi Jiayuan - Qi Jiadian is still with the Department of the United States and home decoration group - Le Shang home opened the depth of strategic cooperation. Qijia Code still has a huge online passenger capacity, supply chain capabilities, brand output, technological innovation; and Lok still has a solid floor landing capacity, transfer orders and delivery capacity. Through the complementary advantages of resources, the depth of the two cooperation, will be "1 = 1 = 11" change bonus.
Guangzhou Building Decoration Industry Association Ni Ankui that if the Internet home improvement company does not have the physical landing platform, it is difficult to monitor the construction and can not do after-sales service. Whether it is the Internet home improvement or traditional home improvement, the current face, are not a simple online or line problems, but to open up online line, forming a closed-loop to improve the convenience of home improvement and experience of the problem.
Cause Analysis
Not long ago by the Department of the United States and the United States and home to work together, the theme of "the Internet environment, the integration of the model of change the way" forum site, the guests from the consumer first And the changing consumption environment, emphasizing the need for transition.
Participants in the meeting, with 80, 90, 00 after the rise of consumer groups, the entire home improvement market consumer demand and the environment have undergone great changes. This type of people on the Internet awareness and acceptance is very high, while the consumer experience and service quality is also a very high standard, they need a one-stop decoration solutions, systematic, standardized and modular is their home improvement Industry requirements, the pursuit of consumer experience and service quality is the key to their consumer decision-making. How to combine the two of the organic, become the current Internet home improvement and physical home improvement enterprises must be positive thinking and explore the problem.
At the same time, from the consumer's product preferences, and 70 after the emphasis on furniture, compared to the material, the younger generation is more concerned about the sense of fashion, technology and experience. Just from the bottom of the new middle class, in life is seeking "enjoy" and "pragmatic" balance, the pursuit of cost-effective, hoping to get the best with the lowest cost. So more and more they tend to buy cost-effective, strong sense of design fast fashion home ... ... the needs of the evolution of subdivision and upgrade, in the inverted furniture industry restructuring and upgrading, but also provides more than one transformation and upgrading direction.
Reporter notes
Online and offline depth of integration, easy to understand difficult
The future of the home improvement industry in the end where to go from? Standing in the transformation of the crossroads, each home improvement industry practitioners face this problem has its own understanding, and gives their own answer. Whether it is Internet home improvement, or offline traditional home improvement company, are collectively aware of the line and offline integration of the importance, but in the end how to integrate, for many decoration companies, is still a solution to the problem.
On the one hand, the lack of Internet genes in the traditional decoration company, do not understand the cost of Internet and difficulty. Up to now, the vast majority of the line under the decoration company, is still just the Internet is simply equivalent to an online access tool. As the other side of the integration, the Internet platform usually do not understand the specific process of decoration, links. Therefore, many of the current line and the line under the so-called strategic cooperation, in fact, mostly stay in the form, do not really understand each other, nor really remind each other. In addition, technically speaking, due to digital and information technology bottlenecks have not yet completely broken, so the current online platform for the infiltration of decoration is not enough, can not let the user experience the real "WYSIWYG".
Written: Southern reporter Mi Chunyan intern Liang Weiling
