Take stock of the five keys to the success or failure of "Internet plus Decoration"

China Paint Network
News: often see cross-industry self-media and professional media people wrote the draft of home-made O2O and secretly self-desist: a do not understand the industry and use O2O habitual methodology; Second, the amount of dissemination is not small, but let professional practice and observers installed O2O people's manuscripts do not understand, feel not as lively as
! Of course, this is not to say that my "home e-commerce weekly" editor-in-chief Mu Feng do cattle, but some views are misleading, or general, to the world-related practitioners may be misleading. But one benefit is that home improvement O2O and Internet decoration have attracted more attention.
explain to you here, what is Internet decoration? Internet decoration is in the context of "Internet plus", with the help of Internet thinking and Internet tools, the transformation of traditional decoration problems, through de-mediating, de-channelization and standardization, optimize and integrate the decoration industry chain, subvert the traditional decoration user experience, so that decoration becomes simple, transparent, refined, more cost-effective!
It should also be emphasized that "Internet decoration" is the "home improvement O2O" from the intermediary mode to the vertical mode of the main representative trend, it contains "Internet home furnishings." "Home decoration" refers to the decoration of the family home, is a noun, and decoration is a noun is also a verb, with Internet tools and Internet thinking to transform the traditional home decoration, this model is called "Internet decoration." The relationship between these words, which sound a little dizzy, can be found in previous articles.
we've been talking about it lately, but has the Internet decoration come? Is it appropriate for a product package not to be extended? What is the role of designers under standardization? Do you want to limit the number of users and sell them through hunger marketing? How to solve the subsequent profit breakthrough of hard-packed entrance? Is the construction self-employed worker or looking for the foreman to cooperate? And so on, these issues are related to the development of Internet decoration, it is necessary to do some discussion with you.
the wind of Internet decoration coming
? Standing at the mouth of the typhoon, pigs can fly to heaven" has become the mantra of entrepreneurs, everywhere looking for mobile Internet, the transformation of traditional industries. Just a few days ago, at the 2015 China IT Leaders Summit, Ma Huateng, Robin Li and Yang Yuanqing expressed their views on the "wind mouth": the horse is to give the air mouth ladder, or sell parachutes and telescopes, to prevent everyone from going up; Li straight is speculative thinking, all with this way of thinking, is more dangerous; Yang is not to drill into the wind mouth, to refine the wings into eagles, wait until the wind came to spread wings flying high.
sense of crisis among the bigwigs is worth learning. For the home improvement O2O intermediary model, the wind did come, but that is the early to do O2O platform, do users and decoration companies, designers, foreman intermediary wind, and has been blowing past. First, there is accumulation, resources, content and flow of reserves to a certain amount, with qualitative changes; Second, the current platform-based services users are relatively extensive, because the user's needs are mainly concentrated in information transmission, as well as cheap, more selectivity and a certain degree of decoration protection, the requirements are relatively low. And the accumulation of these platforms and the promotion of capital has formed a certain barrier, and later almost no opportunity, so the wind is almost over.
but for Internet decoration, is the wind coming? Seems to invest and finance one after another, the giant also quickly entered, but the wind has not yet come, at least 1 year. Here are a few questions to answer: Is the product competitive? The model data's running through? Is the model market ready? Is the user service word-of-mouth good? Supply chain and construction controls can be replicated quickly
In fact, the Internet decoration are still doing model market, optimize products, combing supply chain, construction process has not been copied, and these as soon as half a year to do a good job; Another six months to open up the market, to solve the supply chain control and construction management problems, that is, the fastest one year, the Internet decoration to the real air, after the power of capital, refined products and supply chain control will allow peers to distance.
as Jack Ma said: pigs can fly when they hit the wind, but it is the pig who died in the wind, because you are still a pig. Every Internet decoration to think about how to control this wind, do not look for the wind mouth, wind mouth and opportunity is sooner or later, before the arrival, to do is to make themselves into a little wind can fly up.
you want to extend your product
? There is a view that the Internet decoration is done by the silk crowd, which is very strange, silk the most prominent feature is poor, no house, no car, talk about decoration does not talk about it! But now silk has become more of a self-deprecating word, Shi Yuzhu said he is a silk.
In fact, reference to mushroom decoration user characteristics description, you can find that the main group of Internet decoration is 20-40 years old, love new things, Weibo WeChat does not leave hands, work is relatively busy, the decoration participation requirements are few, but there is a certain quality of pursuit, but also cost-effective people.
's why we're talking about it, there's an argument to extend the product line and offer different packages for different groups of people. At this stage, I am against this view.
from the Internet decoration service staff can see that this group has been relatively subdivided, or accurate enough. Whether it is mushroom decoration of 599 yuan meters, or love space of 699 meters, or Soufang net home furnishings of 666 yuan meters and meijia gang 777 yuan meters, are combined with the supply chain control, construction management and profit ratio to do the package, in the relative interval to see the pursuit of profit.
addition, in the country has not yet copied, should focus on the core of the explosive products, supply chain control and construction supervision, which is the most important. After all, your resources are limited, and the most effective resources are used on the cutting edge.
again, the explosion is based on the target population of the largest consumption of products, only this product to achieve the ultimate, in order to all questions, try to make accurate product optimization direction judgment.
and this kind of consumer is the pursuit of sexual prices, personalized requirements more, it is not your customers. Wait until the Internet decoration model has been accepted by a wider audience, then consider the issue of product extension, including whether to personalize.
you play around with hunger marketing?
? We have been hunger marketing as one of Xiaomi's marketing methods, this is a misunderstanding, no matter how Lei Jun explained no one believes. In fact, hunger marketing is the best to learn, every month on a limited number of construction households, one more household to let the egg, but does it make sense? Limited to 30 households per month, in fact, your market and resources can be pulled to 20 customers? Even if you can pull to 50 customers, can construction control keep
up? Internet decoration itself is the marketing method is word-of-mouth dissemination, which is the core, first find the tower of those target users of the opinion leader, that is, the source of infection - advocates! Through this part of the decoration experience, and then affect their more friends, to find highly active infectious bodies in the community to establish mutually beneficial communication relationships. For example, transfer the introduction of the committee, or if it is friends and family, and then discount some.
Because the supply chain and construction control to do deep, so the market development is sure to be through, as a second-tier city 30 households per month is too small, two months before and after the Spring Festival, 10 months on 300 households, the average customer value of 70,000, that is, 21 million. If second-tier cities do deep, it is entirely possible to reach 100 households a month and 70 million a year. For Internet decoration, do not play hunger marketing, that no, or solid user
reputation! What does the subsequent profitability of a hard-packed entrance depend on?
Traditional decoration will be the construction as an entrance, relying on the leakage items, the main material premium, and even stealing material reduction profit. There is a national chain of traditional package decoration enterprises, including package materials, can actually mention nearly 40 points and then subcontracted to the foreman, the foreman of course also have a profit.
and the Internet decoration is to eliminate the decoration industry unreasonable profits, more transparent, through supply chain control to reduce the price of main materials, construction without leakage items, compared to the traditional decoration enterprise's gross margin of 20-40%.
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