The trend of the times: home improvement line must take the road to e-commerce

Do you remember Ma Yun and Wang Jianlin’s 100 million gambling? Although the controversy over whether e-commerce can surpass the traditional retail industry continues, the trend of the Internet has become increasingly fierce. Traditional industries have been subverted by the Internet. As one of the few virgin lands currently in existence, the home improvement market has also been spotted by the industry giants. From this year's point of view, the cooperation and layout of major e-commerce and home improvement companies have appeared in large numbers, making the industry alive and well. Then, what kind of factors have caused the home improvement industry to become involved in the wave of the Internet? What kind of substantial impact will the participation of the Internet bring to the home improvement market and consumers? What kind of pattern will be presented in the future? Modern Express reporter Xu Yurui

Opportunity change is the trend

In the past year, many industry giants such as Vanke, Haier, Xiaomi, and Sina Locke have extended their reach into the Internet. In addition, I love my family, home network number one, Qijia network and other home companies have also transformed the layout of the Internet home improvement. The reason is that the industry's views are almost the same.

During the “**” period, the “Internet Plus” proposed by Prime Minister Li Keqiang has aroused heated discussions in various industries. The development of e-commerce has had a huge impact on the traditional business model. From the real economy to e-commerce, the transformation of traditional business models is not possible. Evasive. Zhang Ren, Secretary General of the China Building Decoration Industry Association, said that the era of "Internet +" has come and the road to e-commerce in the home improvement industry has become an inevitable trend. In the future, home improvement companies will build a platform for quality, service, and integrity through the Internet, providing a one-stop service for consumers.

In addition, all those who want to decorate, consumers can probably think of these annoying things: the market is mixed, the competition between the company is disorderly, inefficient, the price is tricky, the workers drill camp, and finally it is a few months in January and January. "Renovation Intelligence" found through investigation that the capacity of our country's packaging market has exceeded 4 trillion yuan, but no one company's output value can account for 1% of the market share. The traditional home improvement model has encountered bottlenecks in these two years.

Moreover, as consumers gradually cultivate their online shopping habits, home improvement e-commerce companies reconstruct elements such as marketing models, business structures, and channel ecology, and use Internet big data for excavation of accurate customers. The grey zone becomes more clear and the market share will also develop rapidly. According to the survey conducted by iResearch, the various factors have brought together and contributed to the transformation of the home improvement industry, and this change (explosion of home improvement e-commerce) indicates With the arrival of home improvement providers.

Fast chess is not lacking in the Internet

So, can the Internet change the home improvement industry model? Is it a capital hype?

For example, the specific operation of “I love my family” established in 2003 was as follows: First, the owner listened to design opinions and selected materials at the scene and learned the final decoration effect through 3D software. Second, the website gives the corresponding package model, publicly quoted, promised not to increase any fees in the later period, and settle the amount according to the contract. “The most crucial part is that we have saved the huge profits that building material manufacturers have earned from consumers in the past. Because of the way we refurbish packages, we save a lot of costs such as R&D, promotion, shop rent, and so on, thereby driving down prices. Owners can decorate at low prices, and we also have corresponding space operations, so as to achieve a win-win-win situation for us and building material traders and owners. "I love my family's general manager Ma Ziqiang. The reporter found that I love my family has already sought a partner to start a nationwide layout.

As an intermediary platform, Yu Liping, the head of Qijia Net’s Suxi District, hopes to integrate some of the better quality home improvement companies through long-term accumulation of resources, thus realizing the integration of home improvement and materials, and ultimately the “one-stop” consumption model. Standardize home improvement mode. The reporter noted that Qijia Network has recently obtained **.

It is not difficult to see that no matter what kind of home improvement e-commerce business is in the process of industrial integration, the purpose is obvious, and everyone wants to get the largest market share. The situation created by the integration is fierce market competition and elimination, and the ultimate model to see who is more suitable for development. The person in charge of an Internet decoration platform expects that only a few companies will stay in the future to form an oligopoly.

Ideals and Reasons

Behind the emergence of home improvement e-commerce companies, in fact, the transparency of the market, consumers can look at the first to understand the decoration of home improvement companies, since then, the initiative is in the hands of consumers. However, the Internet is not a panacea. Home improvement companies cannot earn enough money through these three words. People in the industry believe that looking at the splendid home improvement O2O nowadays, everything from design to material selection to construction is almost complete. It can be imagined how big the investment is. The building material trader and the construction party all count on orders, and when they do, they are like an elephant. The same as stupid and heavy running slower, even worse, directly to death.

In the Internet age, information is more and more symmetrical, and the era of old ladies who flirted with small gifts has passed. The choice of young people who make up the majority of the decoration crowd is more rational. You can't be cheap, but you must tell me why you are expensive. Where is it worth it? "Personalized service is the future industry form, and many Internet home improvement companies overemphasize the standardization model is not correct." Wang Jing, head of home in Nanjing area, said, "De-intermediary is every Internet company can do It should also be done, and facing the smart consumers in the future, only by allowing them to get concessions, but also to meet their individual needs in order to stand on top of the industry."

In fact, the reporter found that the real Internet thinking is a pluralistic concept, including factors such as convenience, free, user experience, data thinking, openness, sharing, and innovation-driven factors. Therefore, it must be applied systematically. Lack of long-term considerations, to do business, not business. There is no problem with the Internet thinking itself. The key is to see how you can go.