A year ago, Internet home improvement was born, and today, there are still new people entering. Last weekend, a new Internet home improvement brand carried capital support to enter the battlefield. Under the ambition, can the market accommodate it? The industry believes that the current space and market capacity of Internet home improvement is very large, and the new force and the original strength have sufficient living space, but it remains to be seen who will come to the end.
Internet home improvement products are endless
In February and April of last year, Sequoia Capital invested in the two things of Tuba Rabbit and Jinlu to purchase the home improvement e station, which not only drove the substantial improvement of the valuation of the Internet home improvement brand, but also boosted the industry's popularity. In 2015, Love Space launched 699 yuan / square meter of Internet home improvement products, marking a new breakthrough in Internet home improvement products.
The emergence of Internet home improvement products has turned the home improvement process into a simple and transparent product, making the original complicated home improvement process simple. After the love of space, a large number of decoration platforms such as Tuba Rabbit, Geekmeijia and other home improvement products joined the Internet home improvement army; in the traditional home decoration field, Shichuang, raft happy billion, Dong Yi Risheng and other decoration companies not only settled in The Tmall platform is also looking for products that are more suitable for the development of the Internet.
In May of this year, Bolognese launched the "i7 series F2C mode home improvement", ready to open a new game of high-end Internet products; in June, Shichuang Decoration launched 688 yuan / square meter of "688 sufficiency" Internet home improvement products; the same month, live The network won the 100 million yuan A round of financing led by Yihua Wood Industry; on August 1, Yue Liang Technology co-founder and CEO Yan Liang revealed that it has been co-founded by New Oriental founder Yu Minhong and senior investment banker Sheng Xitai. Thai Fund invested and launched its Internet home improvement platform Yuezhuang Network and 1.0 products.
Internet home improvement began to "see a red bayonet" ?
In the first seven months of 2015, the development of home improvement e-commerce was more rapid than last year. Whether it is the strong penetration of capital or the change of traditional home improvement companies, a wave of new Internet home improvement products is dazzling, at the same time, The smoke of Internet home improvement products has also begun to spread in the industry.
At the press conference of "688 任性装", Sun Wei, the chairman of Shichuang Decoration, once said that "688 任性装" shows that the home improvement has completely rid of the traditional industry operation mode, and more uses Internet technology to solve the problem. When to earn money and earn money, the real creations are already in the chest. For a wave of new forces, Sun Wei told the Beijing News that the supply and demand relationship in the home improvement market has been relatively balanced for more than a decade, but with the development of Internet home improvement, more new forces will enter, and there will be exitors. "The competition in the home improvement market is really going to enter the stage of the stabbing of the bayonet." Sun Wei said.
The creation of the "688 sufficiency" line of the model creates a customer experience. Profile picture
In the Internet home improvement forum, industry insiders are optimistic about the prospects of Internet home improvement. Profile picture
In the release of its Yuejia Technology 1.0 product, Yan Liang said that Internet home improvement is not synonymous with low-priced packages and “hanging silk†packages, nor is it equal to the high quality and low configuration. Its essence is the standard, the certainty of service and quality. He said: "Yuejia will redefine the standard of Internet home improvement."
Faced with the entry of various new forces, Chen Hao, the founder of Love Space, is very calm: "We are only considering how to do 1000 monthly bills, and don't care about the dozens of people who follow each month." In accepting the Beijing News reporter In the interview, Chen Hao said that the market for Internet home improvement is very large. As long as there are unique points that can be developed, this development will continue and strengthen in the second half of the year. "The home improvement market for the Internet next year will be very fun, there will be many unique events coming out, there will be more and more conflicts," he said.
Home improvement products are evolving
Internet home improvement has developed to the present, simple pricing methods, transparent transaction processes, and standard products have opened a breakthrough for the home improvement industry. More and more Internet home improvement products have joined in, in an attempt to seize the traffic portal.
In the process of development, the constant evolution and iteration of products is very fast. From a transparent point of view, Internet home improvement products involve first-line brands at home and abroad, and constantly improve the quality of brands and products to provide consumers with more and better products. For example, in the “688 任性装†of Shichuang, the Spanish imported flooring is specially purchased; in the 1.0 products of Yuejia Technology, smart home products such as smart toilets and smart showers have been involved.
Why are Internet home furnishings that are not expensive enough to provide consumers with higher quality content in evolution and iteration? Yan Liang told the Beijing News reporter: "This is still the entrance dispute. The Internet is definitely the user base. When the user base is enlarged, you can do a lot of things." Yan Liang believes that the latter still depends on the service to make money, but in the follow-up Before the market was developed, Yuejia Technology could rely on e-commerce to make money. "My e-commerce is to provide customers with differentiated satisfaction. I am not as profitable as they are. I only earn one point. Do they dare?"
The gameplay of Bolognese CEO Cai Ming is a revolutionary change in the home improvement of this home, and does not rely on Internet home improvement to make money. "We will do construction according to the Internet, and use construction as a customer entrance, not a profit point. We focus on the products and do the whole house customization in the whole country. The national strategy of the whole house customization has been growing very high last year. At present, the product rises, we do not Relying on home decoration."
"Regional warfare" will advance to the whole country
Perhaps every Internet home improvement business or product has given itself time to make money. "It is possible to not make money in the short term." Sun Wei told the Beijing News reporter: "But if you have not made money, you can withdraw from the market, and no more capital can be burned." Then, the Internet home improvement products that do not make money What profit is it?
However, at present, the drawback of Internet home improvement products is that the scope and quantity of construction are restricted by the number of workers and the region. It is not a simple matter to expand the scope of services in a short period of time. Outsourcing of engineering is bound to reduce construction quality and control. . Although Internet home improvement products are constantly being iterated, many Internet home improvement products are still undergoing “regional warfareâ€.
For Chen Wei, after reaching 500 single/month in August, love space has begun to lose money. Therefore, Chen Hao began to launch the national promotion plan - partner of the space city. “Beijing’s monthly 500 starts to stop losses, and other cities may have 300 orders. At the end of the year, we plan to make 1,000 orders per month, and we can make a profit.†Chen Wei said: “Traditional decoration companies from every month 0 It takes 10 years to do it alone, and it takes only one month to love space."
The plan of the city partners launched by Love Space will be based on Uber's philosophy for the stability and promotion of each city, but the effect is still to be seen. Regarding this issue, Sun Wei said: "We have already had 1000 orders per month, and the actual creation in the country is quite extensive. At present, every city with real innovation is doing Internet home decoration."
Yan Liang revealed to the Beijing News reporter that Yuejia Technology will adopt the crowdsourcing model, and Yuejia will issue an order task, which will be completed by others. "In March next year, Yuejia will open Internet home improvement products in four cities in the east, west, south and north. By the end of 2016, home improvement services will be opened in 30 cities across the country."
Industry sound
Create a home improvement version of Uber
â—郜亮, co-founder and CEO of Yuejia Technology
Our launch of the Yue Pack APP re-creates the home improvement industry chain with Internet technology, allowing designers, workers, products and customers to form a fast path to create a home-made version of Uber. The user can track the whole process of the decoration process through the Yue Pack APP, while the Yue Mall can meet the cost-effective purchase requirements of the home products.
With the deep involvement of capital in the home improvement industry, it is believed that through the capital's boost and deep integration of resources, enterprises will be able to complete the deep re-engineering of the industrial chain and solve the pain points of consumption, thus becoming a leading enterprise with scale effect. But having capital does not mean success, it is just the beginning of success, and ultimately it has to fall on the service of consumers.
Do not last long by burning money
â—Sun Wei, chairman of Shichuang Decoration
At present, there are not many investments in home improvement, and there are few investments compared to other industries. The Internet is growing from small to large, from light to heavy, slowly infiltrating all walks of life. As a low-frequency, high-value home improvement industry, there is still a lot of room, so the last land that has not been “opened up†by the Internet has entered the investors. Sight, investors are now around the home improvement industry like a group of tigers around the lambs, and the large-scale capital will come in, but it is not long-lasting to rely on capital to burn money.
â– Market trends
The concept "vest" is endless
Nowadays, Internet home decoration is in line with various Internet concepts, and various "vests" are also common, such as Xiaomi in the home decoration industry and Uber in the home decoration industry. In the words of Sun Wei, the chairman of Shichuang Decoration, the core of the current Internet home improvement product is the user experience, and the core of the user experience is the product experience.
In fact, in the end, home improvement products are re-internetized and re-emerging. In the final analysis, people value quality. The Internet can solve the problem of opaque information, but it still cannot solve the problem of low quality of decoration caused by poor main materials and low worker level. The quality of the construction is not good, the price is low, and the main material is high-end. After two years of various problems, whether you are an apple or a banana, you will eventually reveal the original shape.
Word of mouth communication and extreme price
Boloni Cai Ming has said that Xiaomi mobile phone is the ultimate price/performance ratio. Now consumers are getting smarter and more profitable than the eyes of consumers. Now is the word of mouth. Word of mouth relies on the ultimate service and cost-effective communication. No one dares to challenge consumers in this era, giving the ultimate function and quality, but also giving the ultimate price. This is the essence of word-of-mouth communication in the Internet age. In the past, the decoration company focused on finding customers, and now 80% of the energy is on the customers who are or have already served, so that consumers can spread the word-of-mouth of home improvement products and decoration companies.
The arrival of the change
The innovation of home improvement products must be changed. In response to the pain points of home improvement, Internet home improvement companies must first do the price. In the era when traditional decoration companies earned 30%-40% of gross profit, net profit may be only a few percent due to high cost of operating expenses. However, in the Internet home improvement products, it is necessary to use high-cost-effective products to impulse, there is no right to speak without quantity, and there is no profit space. In this process, how to accommodate more quantity and convert low gross profit into net profit may have to go through a long way; at the same time, the price of the construction team must be guaranteed. There has been no such change in the past. This is the change of value chain and structural change over the years. This is the first complete change of home improvement company.
Future orders for construction?
According to the development model of Internet home improvement, the future home improvement construction project may be the most competitive piece of the Internet in the field of home improvement. Because all Internet home decoration, whether it is from the Internet company or the traditional decoration company, is indispensable for construction resources. Now whether it is traditional home improvement construction, road guerrillas or Internet foreman system, it is likely to compete on the same platform in the future. Regardless of where the foreman and the team are located, orders can be placed on the same platform and then constructed according to their standards, perhaps just like the current UBER driver orders.
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