Under the Internet spoiler, what do people pretend to "dominate the world"?

3.
Promotion of industry development.
The early stage of home improvement O2O is an intermediary model.
The platform connects owners and construction teams, designers, and main material and furniture suppliers, so that various scattered resources in the home improvement chain can be highly concentrated.
The differences in the models, operations and financial resources of different platforms make The integration of these resources is not the same, so that one-stop decoration products have the guarantee of resources.

Different ways to play in the two modes

In the field of Internet home improvement, it has gradually divided into two groups: "do it yourself" and "build a platform.
" In the eyes of the “platform building” group, the “do it yourself” type is a pseudo-Internet home improvement company, which essentially exchanges soup with traditional home improvement companies.
However, in the eyes of “do it yourself”, it is necessary to do it yourself to achieve the ultimate product, because no matter what How to select "platform" people, but what is sold on the platform is still the existing products of various home improvement companies, and all kinds of stubborn illnesses in the home improvement industry still exist.
The two factions have their own rhetoric.
Which one is the real mode of Internet home improvement?

Because the home improvement industry chain is too long, the information is too large, users do not understand decoration, and they are unfamiliar with consumption, so that the platform model of information matching for decoration companies, foremen, designers, and building materials and furniture vendors was born, which solved the problem of information asymmetry to a certain extent.
.
However, the nature of intermediaries makes it difficult to intervene in the management and control of decoration projects.

Different ways to play in the two modes

The main difference between the platform model and the vertical model lies in the ownership of the core product.
As the convener, the platform is responsible for capturing user traffic, doing user interaction, and providing information services.
It also tries to be involved in transactions and supervision, but it does not assume the main responsibility to users for the decoration itself.
Tubatu and Tmall are such representatives.

In addition, the vertical model is responsible for all the decoration to the user, focusing on the product itself, while also serving as an interaction, transaction and delivery platform.
Representative companies include Mushroom Decoration, Love Space and Youzhuwang.

In the long run, although information matching platforms such as Tubatu also want to monitor construction, they have not changed fundamentally.
The vertical mode is the industry trend, and the information platform must be made more vertical; the whole package is the demand of users.
Although there was a whole package more than 10 years ago, it is opaque, has many missing items, and has no price-performance ratio.

Do it yourself VS build a platform

At the beginning of 2015, Love Space CEO Chen Wei borrowed the reputation of Shun as the capital’s founder Lei Jun to make the term "Internet home improvement" popular all over the country, and he was also dubbed the title of "Xiaomi home improvement" and became "Internet home improvement" for a while.
Synonymous with ".

In Chen Wei's view, the so-called Internet home improvement refers to the home improvement that is opaque in price, lengthy construction period, and wasteful cost, changed into a priceable, regular and standardized home improvement, and through online transactions and full monitoring, offline experience and delivery New >Through customer participation, rapid iteration and optimization of products.

In order to change the shortcomings in the traditional organization of home improvement construction, Ai Space has its own warehouse and self-supporting workers to do the construction by themselves.
Chen Wei believes that only by holding the workers firmly in hand can we better control the quality of construction.

However, in the field of Internet home improvement, there is a category of companies that do not do renovations themselves, but instead focus on "building a platform.
" In fact, this type of platform entered the field of Internet home improvement earlier than Aispace, Haier Youzhu, and Fangtianxia.

In 2009, Tubatu Decoration Network was officially launched.
Xu Jianhua, vice president of Tubatu, said that they do not do decorations, but are only responsible for helping customers screen massive amounts of information and recommend the most suitable home improvement company for them.
It is reported that in July 2015, the daily average traffic of Tubatu reached 2 million.
According to statistics, the average number of Internet users searching for home building materials and decoration through Baidu is about 3 million per day.

Similar to Tubatu, there is also Qijia.
com, which was launched on June 1, 2015.
According to Deng Huajin, President of Qijia.
com, by selecting different types and advantages of the overall home improvement package company to enter Qijia.
com, to create a "selected platform" for the overall home improvement package, users can choose the decoration package that suits their needs online.
As a third-party supervisor, Qijia.
com will provide guarantee for the follow-up construction, after-sales and service links.

For newcomers who are about to enter the field of Internet home improvement, some have also chosen to "build a platform.
" Youzhuangmeijia, invested and founded by Hong Tao, a listed company in the decoration industry, is one of them.
When the company started its preparations in November 2014, it has been wandering between "do it on its own" or "build a platform", and finally chose the latter.

Why choose "build a platform"?

As more and more companies join the "platform" Internet home improvement camp, some people may have this question: home improvement construction may seem cumbersome, but in fact the work is very simple and single, as long as the quality of the construction is done well, you can Get the profit due from customers.
But there are many more aspects involved in building a platform, and it is also more complicated.
Once development is blocked, it disappears only in the blink of an eye.
So why do these companies want to choose a platform?

In this regard, someone gave an explanation: the core of the decoration process is design, construction, materials, and after-sales.
The platform's responsibility is to help users carefully select the overall home improvement products.
You don’t need to delve into how to organize each link.
More scientific and reasonable.
"Take the overall home improvement product design of the platform as an example.
All products on the platform are voted on by the platform's user group.
Only the package products with the highest votes have the opportunity to enter the overall home improvement design of Qijia.
"

Regarding why to choose the platform model, Xu Jianhua, vice president of Tubatu, believes that any industry should have a refined division of labor.
Home improvement companies that are good at construction are not necessarily suitable for marketing.
Therefore, the flow advantage of the Internet decoration platform should be directly used for home improvement companies.
Introducing customer sources is the so-called performance of their respective duties, so that everyone can do their best and focus more on providing quality services to the owners.

"Compared with traditional home improvement companies, the Internet decoration companies that actually do decoration are essentially the same, but the price is lower and the construction period is shorter.
" Xu Jianhua pointed out that these companies have successively launched package packages of various price points, which may be 699 today.
Every square meter is all-inclusive, maybe someone else will offer a 599 tomorrow, setting off a price war and a race for construction time.
"But everyone’s focus is wrong.
In fact, how to make the construction quality better is the focus they should pay attention to.
It is not blindly engaged in marketing and price competition.
Such price wars have long been done by traditional companies, and they have not solved the pain points of opaque information between the two parties in the decoration industry.
"

According to Jiang Tao, CEO of Youzhuangmeijia, this business model is not their active choice, but the needs of users are here, so they came here.
“Since last November, we have been looking for third-party professional organizations to conduct research on the one hand, and on the other hand, we are also doing in-depth user interviews.
After we surveyed more than 1,700 users, we found that more than 70% of them are decoration users and potential decoration users.
They all said that what they really need is not a massive product library and service provider database, but a fair, just and transparent platform with optimized service, after-sales, and quality assurance.
"

Jiang Tao found that only starting from the pain points and needs of consumers is the best development direction for an enterprise.
However, unlike Qijia.
com and Tubatu, which have many years of Internet development background, Uzoma, as a new company, seems to be slightly weaker in terms of experience.
But Jiang Tao did not show too much worry about this.
He said: “Although we are also working on platforms, our positioning and business focus are different from those of traditional home improvement e-commerce platforms.
We are doing business on their basis.
In order to optimize and focus, we pay more attention to providing users with services and quality assurance during and after the decoration, especially the establishment of a “home improvement butler” team offline to provide target users with reliable online and offline decoration Services, in addition to core businesses such as image gallery, Optimal Mall, and smart and environmentally friendly hardware.
"

Some insiders also told reporters that compared with the “do it yourself” Internet home improvement model, “building a platform” brings together the strengths of each family and makes it easier to make achievements in terms of scale.

"Do it yourself" is to remove the industry's stubborn diseases

With its own warehouses, self-supporting workers, a zero-profit 699 package, and a 20-day construction period, until the launch of the city partner project, Ai Space has always emphasized that they are not making money at this stage.
Therefore, there is a saying in the industry that since the day Love Space went online, Chen Wei seems to be embarrassing himself every day.
In fact, before the establishment of Love Space, there were already too many home improvement companies and home improvement information platforms on the market.
That being the case, why does Chen Wei insist on doing home improvement by himself?

In fact, many people want to ask Chen Wei this question: Why not build a platform? The platform is very light, and AiSpace is now engaged in a vertical industry, and it is doing a heavy job.
The problem is that AiSpace has the conditions to be a platform.
Then why does Chen Wei do this kind of business that seems to be "self-sufficient" for home improvement Need to work so hard?

"The platform only gives the product a space for display, but it does not change the product itself.
" Chen Wei said that he hopes the home improvement industry will get better and better.
The better and better here not only means that the construction quality is more secure and controllable, but also It means that home improvement companies can provide consumers with the most cost-effective products, making the “work” of home improvement lower and more environmentally friendly.
Only by focusing on products can we fundamentally solve the stubborn problems of this industry.
"And this vision, there is no way to be a platform, because the products are still those products.
"

In Chen Wei's view, although the platform will screen a large amount of information and send it to consumers, allowing consumers to choose one of four, one of three, or even one of two, the problem is that the platform only provides consumers with opinions and It is suggested that the final decision is still the consumers themselves, who will bear the risk? Of course it is also the consumers themselves.
But when a company holds workers, products, etc.
in its own hands, the construction quality will begin to become controllable.
Provide explosive products from the perspective of experts to reduce the cost of customers' choice.

"What is the platform? The platform is for the amount of information, the vertical is for professionalism, and all for optimization.
The platform is optimized for the communication of information, and the vertical optimization is the essence of the industry.
But the platform has not changed the status of workers and construction.
Status, as well as the status of product logistics, etc.
" Chen Wei said that even though they have encountered many difficulties today, he still does not change his original intention and insists on making the ultimate product.
He has no plans to transform to the platform model in the future.

Here, the two factions are still eloquent about their own model.
On the other side, the home electronics business insider Tang Ren said in a calm manner: "Two models, one for the platform and the other for the home improvement.
It’s like a person who wants to eat both cabbage and meat.
Essentially, there is not much comparability.
"

"If you are a platform to survive today, you will die from nine deaths.
Like today's Qijia.
com or Tubatu, they have tried many models over the years, and then they accidentally tried the right way.
All of them have deep historical origins, and Ai Space’s current zero-profit development model is actually no solution in the current market environment.
Only without profit can it compete with traditional home improvement companies.
" In the eyes of Tang people, the two models have their own advantages and can be successful at the same time.
And no one can say what will change in the future.

Conclusion:

Today, the Internet market is very similar to the melee during the Spring and Autumn Period and the Warring States Period.
Each Internet home improvement company has a small share of the entire home improvement market, and each enterprise has its own advantages.
On the whole, Internet home improvement is still a “big industry, small business”.
Although there are market education and active trial and error of traditional Internet home improvement companies such as Qijia.
com and Tubatu, the maturity of the market is still very low.

In other words, although Tubatu and Qijia.
com are very powerful, just like the powerful vassals in the Spring and Autumn Period, they still cannot have the powerful power to unify the Internet home improvement market.
Although the strength of Aispace, Goujia.
com, and home improvement e-station are not strong, they are like Shu and Wu in the Three Kingdoms period, with the Shu Road and the Yangtze River Tianmo as the killer to maintain their own fields.

For the Internet home improvement industry that is in a melee, the real core lies in the actual feelings of users in the process of home improvement, and this is another protracted tug of war.
Just like the victor in history, which home improvement O2O company can maintain a lasting combat effectiveness in this protracted battle, which company will win the final victory in this chaotic battle, thus writing its own history.
User experience, as the "golden rule" throughout the chaos, will inevitably become the "magic weapon" for winning this chaos.
(Source: Global Coatings Network) (For more information, please log in: Global Coatings Network http:// )