All social platforms are suddenly“ From 2017 to 2019 ” The screen was brushed, and a wave of reminiscence of the past was set off.
two thousand and seventeen The Internet home decoration enterprises in were not so good. The home decoration platform Miaodong was closed, Yuezhuang was asked for salary by workers, and there were also Livable Home Decoration, Keju and Home Decoration three hundred and sixty , Meizhuang, Zhai Shifu, etc. Many enterprises that emerged in the Internet home decoration industry during the blowout period have collapsed. The demise of these Internet home decoration platforms makes people sigh "Internet" + The bumpy road of "home decoration".
List of closed Internet home decoration enterprises
since two thousand and fourteen Since the concept of "Internet home decoration" was formally proposed in, a large number of vertical home decoration companies have emerged, and some traditional decoration enterprises have also joined the Internet home decoration tide. only two thousand and fifteen More than two hundred Internet home decoration enterprises exist, and Internet home decoration market financing accumulates about fifty-nine Pen is favored by the capital market. Later, with the decline of capital fever, the serious homogenization of the industry, and the lack of competitiveness of many enterprises, a large number of enterprises began to die.
Inventory two thousand and nineteen In China's Internet home decoration market, traditional home decoration enterprises collapsed sharply, and the growth of the industry slowed down. Under the influence of the launch of the hardbound housing policy, the rough housing decoration market has been significantly reduced, and the problem of home decoration companies getting customers has been concentrated.
along with ninety The younger generation has entered the marriageable age. With the growth of the Internet, the generation has become the main force of house purchase and decoration. The domestic home decoration market has also entered a new era of consumption upgrading and service upgrading. From the initial provision of decoration information, design library and other information services for users, it has gradually moved towards providing design quotations, building materials, home furnishings and online transactions One stop home decoration service mode of third-party supervision and construction offline service.
The Internet home decoration industry is undergoing a new transformation.
Pain points of small and medium-sized home decoration enterprises
one The industry is stigmatized
Due to the low threshold of industry access, in addition to formal home decoration enterprises, there are numerous "street guerrillas". In order to attract users, many small enterprises often use the method of lowering prices to attract users. However, under the low price strategy, service quality is difficult to be guaranteed. At the same time, because the number of "street guerrillas" is huge and unprofessional, it is easy to stigmatize the entire industry and the overall reputation declines.
two Complex process and opaque information
Due to the low frequency of home decoration, it is often renovated only once in several years or more. In addition, home decoration involves many processes from design, quotation, purchase of building materials, construction, installation to acceptance. The process is complicated and long. For most users, it is a strange consumption, and they do not know how to decorate.
Under the complex product line and lengthy service chain, the quotation is opaque, the problems of electrical concealed works are difficult to detect, the evaluation system of the decoration market is imperfect, it is difficult to safeguard rights, and various problems emerge in endlessly, often making consumers tired in the whole decoration process.
three The later the "net contact" time is, the more difficult the increment is
On the Internet + Under the background, small and medium-sized home decoration enterprises currently have the following two ways to use the Internet:
Settle in online home decoration service platforms such as Tuba Rabbit and Qijia.com
Open WeChat official account and other We Media accounts to place information stream advertisements in vertical fields
However, against the background that the traffic dividend has peaked, small and medium-sized home decoration enterprises can no longer use the Internet home decoration platform to obtain transferable traffic: the online home decoration service platform has been occupied by head brands, and the offline physical home decoration industry market has also been occupied by brands such as Shangpin Homefurnishing. The development space is becoming saturated, plus the increasing traffic costs, It is difficult for small and medium-sized home decoration enterprises to open the incremental market.
How can small and medium-sized home decoration enterprises better combine with the Internet to break through the tight encirclement?
Internet home decoration quality is the core, traffic is the foundation, and technology is the future.
The consumption concept of Chinese people is changing. The younger generation of users are more concerned about the quality, price and effect of decoration than those who only buy the expensive ones but don't buy the right ones. Therefore, the home decoration enterprises must abandon the traditional competition mode of low price and short time in the past, and instead establish a sound monitoring mechanism, standardize service standards, put an end to the use of fake and shoddy home decoration products and jerry building by home decoration companies, ensure the quality of home decoration products and service levels, and re-establish a good reputation in the industry.
In the process of obtaining traffic, the identity of the Internet home decoration platform is not only an intermediary, but also a participant and a member of home decoration.
When a single Internet platform advertising model cannot bring a large number of customers to home decoration enterprises, home decoration platforms and home decoration enterprises should change their marketing ideas, From single and fragmented advertising to overall layout marketing.
First of all, make in-depth analysis from four levels of market research, brand strategy analysis, brand positioning planning, and brand culture refining to create a brand concept that is more easily recognized by consumers for home decoration enterprises. Later passed SEO Optimization SEM Bidding and other search engine marketing methods pave the way for the layout, and cooperate with news sources, community operations and other means to create momentum for brand publicity. At the same time, stick to the digital development trend and make rational use of it VR 、 AR , big data, artificial intelligence and other emerging technologies, optimize the decoration industry chain, and make home decoration information and processes more open and transparent.
Only when home decoration enterprises and Internet platform teams trust each other and cooperate in depth, digital empowerment enterprises and product efficiency collaboration improve business efficiency, can the new evolution of Internet home decoration no longer surface, and truly solve the pain points and problems of the home decoration industry.
