How to treat the industry of home improvement Internet platform?

Internet home improvement is a trend, which has been chewed up. However, in recent years, Ali and Tencent have proposed to embrace the industrial Internet from the consumer Internet, and the industrial Internet is extremely hot. This is a typical opportunity from the industrial Internet. Traditional enterprises have finally reached the point where they have to embrace digitalization, otherwise the new challengers will sooner or later overturn all roadblocks that refuse to move like an avalanche. The industrial structure of the home improvement industry is also constantly upgrading and changing, and the traditional industry model framework has ushered in new changes. To connect the decoration industry with the basic core of industrial internet, it is necessary to build an information management system as the core. Relying on the information management software of science and technology companies is the first choice for the construction of enterprise information management system. Choose a mature erp management system, and first establish an enterprise information management system, which is the foundation of all the future.

With the improvement of people's living standards, people put forward higher requirements for home decoration, especially for the quality of home decoration. According to the data of iiMedia Research, in 20 18, the scale of China Internet home improvement market has reached 3441900 million yuan, and it is estimated that it will reach 433.82 billion yuan in 20 19, and will continue to grow at a high speed, and will exceed 500 billion yuan in 2020. According to the data of iiMedia Research, 46.0% of Internet home improvement users think that the most important improvement of Internet home improvement service platform is the increase of invisible items. Internet home improvement industry relies on price advantage to get customers, and its disadvantages are obvious. Under the new situation, quality has become a more important core of competition, and Internet home improvement will enter the era of quality decoration. Ai Media Consulting analysts believe that quality home improvement requires higher design ability, construction ability, service ability and support ability, and the Internet home improvement platform should enhance its competitiveness under the new requirements. (Full HD PDF Ai Media Report |20 19 China Internet Home Improvement Market Research Report ***5 1 page)

The following is an excerpt from the report:

Many parts of the country have issued regulations on the full decoration of houses.

Analysis of Business Model of Home Decoration Industry

The Business Model of Home Decoration Industry —— Vertical Model

The Business Model of Home Decoration Industry —— Platform Type

In 2020, the Internet home improvement market will exceed 500 billion yuan.

According to the data of iiMedia Research, in 20 18, the scale of China Internet home improvement market has reached 3441900 million yuan, and it is estimated that it will reach 433.82 billion yuan in 20 19, and will continue to grow at a high speed, and will exceed 500 billion yuan in 2020.

Internet home improvement has entered the era of quality decoration.

Internet home improvement industry relies on price advantage to get customers, and its disadvantages are obvious. Under the new situation, quality has become a more important core of competition, and Internet home improvement will enter the era of quality decoration. Ai Media Consulting analysts believe that quality home improvement requires higher design ability, construction ability, service ability and support ability, and the Internet home improvement platform should enhance its competitiveness under the new requirements.

The public opinion of "quality decoration" is more positive.

According to the data of Ai Media's big data public opinion monitoring system, the word value data of "quality decoration" during the system monitoring period is 55.2, and the overall public opinion is positive. Ai Media Consulting analysts believe that high-quality house decoration is the material prerequisite for enjoying a happy family life. The high-quality decoration service provided by the Internet home improvement platform provides users with a cost-effective decoration scheme, which makes their overall public opinion positive.

Dynamic Analysis on the Quality and Layout of Internet Home Decoration in China

More than half of Internet home improvement users earn more than 5,000 yuan a month.

According to the data of iiMedia Research, Internet home improvement users with a monthly income of more than 5,000 yuan account for over 50%, of which users with a monthly income of more than 1 10,000 yuan account for 2 1.0%. Ai Media Consulting analysts believe that with the further improvement and quality development of Internet home improvement platform services, more high-end users tend to use Internet home improvement services, and the proportion of high-income people continues to expand.

Internet home improvement users have the highest satisfaction with customer service.

According to the data of iiMedia Research, the respondents of home improvement users in 20 19 years are satisfied with the internet home improvement service as a whole, and the customer service satisfaction is the highest. Ai Media Consulting analysts believe that compared with the traditional offline home improvement service, Internet home improvement has the advantage of integrating richer decoration resources, and can connect with users in the whole service process through the Internet platform, so the user satisfaction in customer service, design and other links is high.

Internet home improvement users are most satisfied with the design in the delivery process.

According to the data of iiMedia Research, in 20 19 years, Internet home improvement users in China were most satisfied with the delivery of Internet home improvement services, with a satisfaction rate of 7.43.

More than 40% Internet home improvement users hope to solve the problem of invisible addition.

According to the data of iiMedia Research, 46.0% of Internet home improvement users think that the most important improvement of Internet home improvement service platform is the increase of invisible items. Ai Media Consulting analysts believe that a series of problems such as brand development, invisible addition, poor after-sales service and opaque price of Internet home improvement platforms will have a greater negative impact on the reputation of home improvement platforms than traditional home improvement companies. Internet home improvement platform should strengthen information transparency, form unified service standards and processes, and enhance home improvement user experience.

Home improvement users believe that service traceability is the most important in after-sales links.

According to the data of iiMedia Research, the interviewed Internet home improvement users think that the most important thing of after-sales service is that when there is a dispute between users and home improvement, they can query the whole service process through the home improvement platform. Ai Media Consulting analysts believe that because home improvement is a low-frequency and high-priced service, users attach great importance to the traceability of home improvement services. Compared with traditional home improvement enterprises, the Internet platform can improve the traceability of services and the protection of users' rights and interests by building an order tracking system.

It is urgent to establish a standard real-time monitoring system to ensure service quality.

According to the data of iiMedia Research, nearly 40% Internet home improvement users believe that the most important thing is to establish a real-time monitoring system for construction standards to ensure the service quality of Internet home improvement. Ai Media Consulting analysts believe that Internet home improvement enterprises should pay attention to the establishment of a construction standard system, which can provide a visual basis for construction acceptance on the one hand and improve construction efficiency and quality on the other.

Qijiawang: "SSF strategy" to create a new industry ecology

"SSF Strategy" is an annual heavyweight strategy released by Qijia.com. "SSF" is to build a supply chain system in depth, deepen the informationization of home improvement system, and dig deep into the financial ecology of home improvement. At present, Qijia. Com gradually promotes the "SSF strategy" to empower the national decoration industry, helps enterprises earn more than 100 million yuan through the trinity of "SSF", takes informationization as the driving force, fills the technical shortcomings of enterprises, and takes the supply chain as the starting point to promote brand profit appreciation.

Qijia. Com: "both ends" exert their strength at the same time, and fully open up ecological empowerment.

Qijia. Com will exert its strength at both ends of merchants and clients to fully open up ecological empowerment. Qijia. Com provides users with one-stop home improvement solutions with internet technology, and carries out comprehensive development through "one-stop service and multi-brand operation". Qijiawang emphasizes technological innovation and industrial integration capabilities, deeply cultivates the construction of products, services and supply chains, attaches importance to user protection, fully empowers enterprises, strives to improve quality delivery capabilities, and pays more attention to the development of the platform ecosystem.

Qijia. Com:2065 438+08 was successfully listed, and its performance grew steadily.

The data shows that Qijia. The turnover of com gradually increased from 20 15 to 20 17. On July 18, Qijia.com was officially listed on the main board of HKEx, becoming the first vertical platform for home improvement.

Qijia. The online public opinion of com is positive.

According to the data of Ai Media's big data public opinion monitoring system, Qijia. The phonetic value of com is relatively positive, reaching 5 1.7, and the network popularity is mainly concentrated in South China such as Guangdong and Guangxi.

Qijia. Com users are mainly high-income young male users.

According to the data of Qijia.com Polaris Internet product analysis system, users account for 5 1.5%, more than half of them are under the age of 30, with a high income level, and 57.63% of them earn more than 5,000 yuan a month.

Tuba Rabbit: "Wisdom" makes life better.

The popularity of Tuba rabbit network is concentrated in South China and Central China.

According to the data of Ai Media Big Data Public Opinion Monitoring System, the speech value data of Tuba Rabbit during the system monitoring period is 49.8, and the overall public opinion is neutral, and the network popularity is evenly distributed in South China and Central China.

Tuba rabbit users are mainly young men, and their consumption level is above average.

According to the data of iiMedia, 56.7% users of Tuba Rabbit are men, and 6 1.36% users are under 30 years old, with a high income level. Users with a monthly income of less than 5,000 yuan account for 5 1.53%.

The scale of users in Qijia.com has increased steadily, while the monthly user growth rate of Tuba Rabbit has decreased.

According to iiMedia data, in the fourth quarter of 20 18, the monthly active users of Qijia.com and Tuba Rabbit increased by 15. 13% and 4.98% respectively. The user scale of Qijia. Com has grown steadily, while the monthly user growth rate of Tuba Rabbit has declined.

Development trend of internet home improvement industry

Internet giants will join the competition of home improvement business.

With the increasing market acceptance of Internet home improvement, more consumers will choose Internet home improvement products. The overall trend of the Internet home improvement market is improving, and it is still a blue ocean with great potential. Therefore, the Internet giants began to extend their tentacles to the Internet home improvement market, and incorporated the home improvement market into the construction of the enterprise ecosystem. Because Internet giants have the advantages of traffic and platform management experience, their participation will inevitably enhance the competition in the Internet home improvement industry and have an impact on the existing Internet home improvement market.

The home improvement platform will expand its business and innovate the way to realize cash.

The head Internet home improvement platform has formed a relatively mature market scale, and is gradually expanding its business, making the business of the platform more diversified and covering more aspects of home improvement consumption. In addition to providing materials, home improvement and information, it will further include various services such as financial loans. In the future, there will be more home improvement platforms to expand their business, further enrich the home ecological environment, innovate the way of realizing cash, and improve the profit model.

Quality decoration is the inevitable trend of the development of Internet home improvement.

Decoration, as a consumption activity with high unit price and low frequency, is difficult to show quality problems in a short time. The existing Internet home improvement still has the pain points of nonstandard, opaque and difficult quality assurance. Emphasizing the quality of user experience will become the inevitable trend of the development of Internet home improvement. Internet home improvement enterprises should pay attention to the individual needs of users, improve their design ability, check the quality of decoration, and provide users with quality-guaranteed decoration services.

Smart home improvement helps improve the quality of Internet home improvement.

Smart home improvement is the system integration of smart home, smart home appliances and other smart devices. From the user's specific life scene, upgrade the family space to provide users with smart living space. Intelligent, convenient and systematic intelligent home improvement will become an important development direction of Internet home improvement quality decoration, which will help improve the quality of Internet home improvement.

The strength of design and decoration will become the core of Internet home improvement quality decoration competition.

With the continuous promotion of the policy, the proportion of fully-installed houses has been expanding, and the demand for hard-installed houses has dropped sharply. The competition of Internet decoration platform will focus on design and decoration ability. On this basis, the Internet platform will strengthen cooperation with designers to provide users with more design, humanistic care and warm and comfortable decoration services.

Second-hand housing decoration and market sinking will become the future development trend of Internet home improvement.

Economically developed areas will first implement the whole process distribution policy. In this kind of market, Internet home improvement will be mainly based on soft clothes; Internet home improvement companies still have a lot of room for development for second-hand houses and urban decoration in third-and fourth-tier cities and below.

I'm not very optimistic about the Internet home improvement model. In short, China's Internet home improvement is likely to be "getting up early and catching up late".

First, Internet home improvement gets up early.

Around 2008, the success of Taobao opened the situation of "a hundred flowers blossom and a hundred schools of thought contend" in domestic e-commerce, and vertical e-commerce platforms emerged in many fields, such as Jumeiyou products of cosmetics, Tesco of shoes, and wheat bags of luggage. The home improvement industry is no exception. Qijiawang and Tuba Rabbit were the earliest early adopters.

Because e-commerce is invisible and intangible, there are problems of consumer trust and service difficulty. Some high-priced and difficult-to-serve goods need to be solved with the maturity of consumption and the progress of science and technology. Home improvement should be the most difficult category for e-commerce because of its difficult and opaque service, and it should have already broken out in the fifth wave. Internet home improvement in China has gone against the trend of electrical appliance popularization because of premature efforts, and many enterprises disappeared before the market matured.

The second is to catch a late-night internet home improvement.

By 20 15, with the maturity of online shopping and the progress of mobile internet-related technologies, many entrepreneurs and investors thought that the spring of internet home improvement was coming, so they flooded into the market again. In 20 15, the financing of internet home improvement enterprises increased from 4 1 in the previous year to 123, resulting in 2065436.

In 20 16, the industry financing decreased to 9 1.

There are only 19 in 20 17 years.

In 20 18, 100 many internet home improvement platforms closed down one after another. Although the family. Com, the leading Internet home improvement company, 20 18 was successfully listed, and its market value has been declining all the way. Now there is only HK$ 3.5 billion left, while its past financing has reached nearly US$ 200 million.

Why is it so difficult to develop Internet home improvement? Just because the online Internet platform can't change the disadvantages of offline home improvement products, such as non-standardization, asymmetric information, opaque fees and difficult service.

Therefore, the breakthrough of innovation is to upgrade standardization, and on this basis, realize the transformation of information symmetry, cost transparency and service modularization. At present, some enterprises have tried and achieved initial results, that is, the all-inclusive model and the whole house customization model.

1, full mode

Starting from the upstream real estate of home improvement, we will cooperate with real estate developers to develop model houses, providing buyers with one-stop comprehensive services from hard to soft clothes.

The core of this model is to provide relatively standardized home improvement package services for batch users through real estate channels. The representative enterprise is Ai Jia Life Insurance, which was established on 20 15, and its three-year sales have exceeded 10 billion yuan. In addition, some real estate giants have also launched their own platforms, such as Orange Home of Evergrande and beautiful homeland of Vanke. With the promotion of hardcover housing policy, this trend will accelerate.

2. Whole house customization mode

Starting with the customization of the next link of decoration, with the help of large shops, salesmen and designers of customization enterprises, such as Shangpin home delivery, Oupai and Sophia, we provide one-stop whole house customization.

The core of this model is that customization giants generally have strong digital capabilities and have the foundation to upgrade to a platform. Furthermore, the customization link is usually the most important link in the whole household electricity consumption, which can be fully drained. Most importantly, customization giants have achieved rapid expansion of scale through the relative standardization of customized products. Now it is logical to package the decoration into customization and standardization, and relying on strong offline channel control will greatly improve the shortcomings of home improvement.

Faced with the upstream mode of carrying bags from real estate and the whole house customization mode relying on offline large channels, Internet home improvement can be said to survive in the cracks, and the future prospects are really worrying.

In the final analysis, this industry still depends on the service level. Now there are a number of new platforms in the field of furniture distribution, such as Cloud Camel Alliance, which focuses on the vertical field of furniture distribution.