Talking about the past, in the PC end of the traditional Internet era to the mobile end of the Internet era, the Internet home decoration has also changed. However, the pain point of the traditional home decoration market is not to catch the trend of “Internet +”, chasing the tuyere of “online” can be solved, people found that simply let the Internet and home decoration connected, unable to fundamentally solve the pain point of the user’s home decoration, the pain point and the problem of traditional home decoration still exist.
Come, traditional decorate time limit for a project is long to still exist the problem such as opaque product price, construction quality ensures hard. We thought that with the help of Internet thinking and Internet tools, the problems existing in traditional decoration can be solved through disintermediation, de-channel and standardization. However, after a series of online home decoration, there are still problems in the home decoration market, such as signing contracts and not starting on time, and unqualified decoration materials.
Second, the traditional dispute rights protection problem is still widely existing in the field of Internet home decoration. According to research data released by jd’s home life Department, 30% of users are worried about hidden traps in Internet decoration contracts, 20% worry that decoration companies cut corners, 16% think the design is unreasonable, and 14% think the price is a trap. All in all, Internet technology and home decoration industry integration of the results can not be successfully landed.
Three come, capital upsurge recedes, Internet home outfit enters winter gradually. Statistics from Qianzhan Industry Research Institute point out that 2014 and 2015 were big years of financing, and the financing situation dropped significantly in 2016. The number of financing enterprises in 2016 was 46, 7 fewer than last year. The financing amount was 3.871 billion yuan, down 28.40% year-on-year.
The traditional home decoration industry connects demand and resources through the offline building materials market and decoration companies, which is not only inefficient, but also wastes a lot of manpower and material resources. Under the trend of “Internet +”, the traditional home decoration industry wants to realize the transformation of the way of connecting users and home decoration through Internet technology, and strengthen the transparency of home decoration project. However, the Internet home improvement industry “construction is not reliable, materials are not reliable, after-sales is not reliable” phenomenon still exists.
2015 is the year of growth of the Internet home decoration platform, hundreds of Internet home decoration rushed into the home decoration market, but now, “Internet +” to the home decoration industry has not so bright aperture. In 2017, the wind of “new retail” blew, and the smoke of “Internet +” gradually disappeared. The Internet home decoration platform began to look for new ways and methods to solve the problems of the development of home decoration industry.
Under the general trend of the new economy, how does the Internet home decoration platform survive?
The first group of post-90s have settled down, and the “middle-aged people” of post-90s who grew up with the Internet have begun to decorate their first homes. The domestic home decoration market has entered a new era of consumption upgrading and service upgrading. China Building Decoration Association data show that in 2016, the output value of China’s public decoration market was 1.88 trillion yuan, the output value of the home decoration market was 1.78 trillion yuan, and the total output value of the decoration industry reached 3.66 trillion yuan. It is expected that in ten years, the total size of the home decoration market will reach 3.9 trillion yuan, with a compound growth rate of 8%. With the arrival of the new era of consumption upgrade, such as tuba rabbit, Qijia network and other traditional Internet home decoration platform how to consider their own seeking further development?
A, tuba rabbit, qijia network of survival
Tuba Tu is the largest Internet home decoration platform in China. It improves the transaction efficiency and service quality of the industry by connecting the needs of C-end decoration owners and the services of B-end decoration companies. In the era of digital economy with advanced science and technology and information circulation, Tuba Rabbit platform achieves accurate demand matching between decoration enterprises and users through big data analysis, attracting middle class groups who pursue personalized.
In addition, design, main material, construction and after-sale are several dimensions of improving the efficiency of home decoration platform. In terms of service, Tuba Tu has opened up the upstream and downstream of the home decoration industry chain, and successively launched Internet products such as decoration guarantee product “decoration guarantee”, quality inspection housekeeper, decoration installment product “decoration loan”, and word-of-mouth evaluation system. This series of Internet products provide tuba rabbit users with a full range of home decoration services, thus improving the efficiency of home decoration.
Coincidentally, Qijia.com is an e-commerce platform focusing on the vertical fields of decoration, building materials and home furnishing. Its goal is to provide online home decoration users with lower prices, higher quality products and better home decoration services through O2O mode and Internet technology, and help owners to achieve a relaxed and assured home decoration experience.
In terms of flow, Qijia.com has empowered nearly 20,000 construction companies on the platform, mainly in terms of flow, service specifications, supply chain services, etc., to help construction companies improve operation efficiency. In terms of user services, Qijia online “decoration Alipay”, “decoration assistant”, “decoration butler” and other systems, and promises to set up supervision and acceptance links in every major decoration node, to provide users with one-stop home decoration supply chain services.
However, in recent years, there are many Internet home decoration platforms due to construction quality and service attitude and other problems by consumers complaints, Qijia network, tuba rabbit and other platforms are also deeply involved. Statistics from the national “12315” Internet platform show that in the first half of 2017, decoration service complaints increased by 73.8 percent. Among them, Shanghai Qijia Network Information Technology Co., Ltd. filed 14 complaints and reports on the national 12315 Internet platform. Additional, tu ba rabbit decorates net (shenzhen city bin Xun science and technology limited company) complain to inform against a total of 9.
Two, get to the bottom of the flow, technology, quality is indispensable
As we all know, the inherent pain point of the home decoration industry is that the supply chain is too long, and many participants lead to complex interests. And the decoration effect can not be controlled; It is difficult to protect rights after sale. And below new economic form, young generation user is more concerned decorate quality, decorate price and decorate effect. From the management of Qijia network and Tuba rabbit, we can also see the intensive cultivation of the Internet home decoration platform in the introduction of traffic, technological innovation, and good reputation.
The saying “customer is God” is not entirely unreasonable. Consumption upgrade is the fundamental reason for the change of user demand, and the change of user demand is the driving force to promote the progress of Internet home decoration enterprises. Nowadays, the number of middle class in China is increasing. According to the relevant research center, there are 225 million middle class in China, and it is expected that there will be 500 million middle class in China in 2020. Therefore, the most important service group in China in the next decade is the middle class. In order to cater to the taste of the middle class, the Internet home decoration platform needs to occupy the market with higher quality services.
Nowadays, Chinese people’s consumption concept is also changing, which can be summed up in a word: buy the right ones, not the expensive ones. Internet home decoration platform should also bid farewell to the previous low price, short time as the gimmick marketing model, re-establish high quality, high quality industry reputation, and even provide consumers with suitable customized products. This means that the Internet home decoration platform should establish a perfect monitoring mechanism, put an end to the use of fake and shoddy home decoration products and jerry-built behavior of home decoration companies, and ensure the quality of home decoration products and service level.
With the emergence of new technologies represented by big data, cloud computing and intelligent technology, Internet home decoration has entered a new era of development. And the optimal result of the development of these Internet technologies, it is the diversification of the domestic outfit supply means and the great abundance of product form. For example, the home decoration platform determines users’ home decoration needs through big data analysis, and then provides accurate decoration solutions for users, making the decoration process simple and convenient.
Internet home installs the next station of the market: green, intelligence
China’s Internet home improvement market reached 210.37 billion yuan in 2016 and is expected to maintain rapid growth in the next few years, rising to 594.12 billion yuan in 2019, according to a report released by research institute IMedia Consulting. In the consumption upgrade, the future Internet home decoration will develop in a new direction of green and intelligent.
Healthy life, green home decoration. A lot of decorative materials more or less will contain chemicals harmful to human body, such as formaldehyde, benzene, radiation and other environmental protection standards in decoration materials, easy to cause abortion, cancer, leukemia and other diseases that make people talk about color change, environmental protection, comfortable, healthy livable home decoration is becoming the mainstream way people pursue. And to create a comfortable, healthy living environment also needs home decoration platform, users, decoration company tripartite cooperation, in the construction process, material selection, late accessories and maintenance and other aspects of the common cooperation.
Smart life, smart home decoration. With the effective support of mobile Internet, cloud computing and big data, it is the pursuit of consumers with the continuous upgrading of consumption to bring users a comfortable life with the leading technology. “2018-2022 Internet home decoration market investment analysis and prospects forecast report” pointed out that smart home will become “lazy” necessary tools. These years smart home this subdivision field has become a new profit growth point for Internet enterprises. Internet home decoration is the best entrance to boost home intelligent hardware products into users’ homes.
In a word, the end of the PC era of traditional Internet has become inevitable, and mobile Internet companies must focus on finding the next development outlet. With the arrival of consumption upgrade, the business model of Internet home decoration platform is also changing. In order to cope with the young generation’s consumption concept of focusing on quality and fashion, the key to the development of Internet home decoration platform in the future lies in the exploration of new technologies and finding the best combination with the market.
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110