Looking back on 2018, the home improvement industry has experienced market shuffling again and again. “Those companies that have not been smashed in the past lack the determination to think and change in the industry,” industry experts said. In the future, the installed company will not only sell a single product, but will also not only provide decoration services. After fully considering the core competitiveness, the installed enterprise will provide consumers with a more integrated product service experience.
1 From complex cumbersome to simple and convenient
From the current point of view, the decoration process generally has a long cycle, many links, involving a variety of types of work, crafts and materials, etc. The problem, and how to make the decoration process easier, the consumer experience is better, has always been one of the most painful points that home improvement companies want to solve.
“The biggest change in the creative center and the past is to leave the complicated link to the enterprise itself and return it to the consumer in a simple and convenient way.” In the newly opened old house decoration design and creative center, Dai Jiangping, president of the current decoration, told reporters that the current transformation, from product selection to design, from process to management quality assurance, is committed to making the decoration experience more convenient. In general, it is from culture, Engineering, product selection and experience have become easier.
Dai Jiangping told reporters that the complexity of the renovation of old houses is even worse than that of new houses. Nowadays, the concept of “making home decoration is simpler” is adopted, and the back-office system is constantly strengthened. In his view, only by the recognition of consumers, the development of enterprises can make fewer detours.
“At the moment, most of the products are in the marketing method, quotation or design, etc., which are all unchanged, which leads to serious homogenization competition, rigid process and low efficiency.” Facing the industry dilemma Chen Hui, chairman of Dongyi Risheng, believes that enterprises need to use digital to improve efficiency and streamline processes.
He told reporters that traditional manufacturing enterprises are more cumbersome from order to delivery, and the problems of adding and delaying are often uncontrollable, which will reduce consumer experience satisfaction. “Through the digital and all-information platform, users can be accurately positioned, and the individual processes of the company can be simplified.”
2 From product customization to “one-stop home customization”
The “2018 China New Middle-end Household Consumption Index Report” jointly published by the industry associations shows that the “new middle-class” population is appearing more and more. The survey shows that the new middle-class people aged 30-45 still occupy the main force of home improvement, accounting for nearly 90%.
For this part of the population, home improvement consumption is not a simple basic function and price tag, “quality” and “personality” are two aspects that they are more concerned about.
“The new middle-class people have a higher pursuit of design links, and believe that professional things are to be done by professionals.” An industry insider who did not want to be named said that this group of people is also not I am willing to spend a lot of time and energy to worry about the cumbersome aspects of the decoration, which will force the company to break the tradition and no longer focus on a single product, and strive to create a “one-stop” transformation.
In this regard, Dai Jiangping, president of the current decoration, said that this year will start from a new positioning perspective, mainly in the two major aspects of design and creativity, from product customization to one-stop, personalized “home Customized” to move forward. According to Dai Jiangping, the company will adopt a combination of home improvement design and product design. Each layer of the Innovation Center has its own independent and interactive home improvement design department and product design center. From products to services, from hard work to soft assembly, consumers can enjoy integrated customization to achieve the unification of space, function and visual aesthetics.
“In the process of home improvement with numerous materials and complicated procedures, how to integrate resources is a problem that enterprises need to think about and solve.” A person in the industry who has been cultivating the home improvement industry for many years said that behind the standardization of home improvement There must be life. “It is not only necessary to provide consumers with quotations, standardize construction, but also integrate life aesthetics into the whole process.” He said that for consumers, whether it is self-contained or personalized, the equipment needs to be done. It is possible to let consumers mix products with the utmost, and to bring the humanized experience to the extreme, in order to complete the transformation from customized products to customized homes.
3 From “all-inclusive” to the core competitiveness of private brands
In the past, most of the competition between home improvement companies was price and service efficiency, but in the process of decoration, the materials And the lack of control of the product, the value chain is difficult to highlight. At this point, how to find the enterprise’s own core competitiveness has become the top priority of development.
“The products that are put together are prone to various chaos, which is one of the main reasons that many consumers are arguing about home improvement.” Insiders pointed out that in the face of increasingly “critical” consumers, How companies build value chains around products is especially critical. In this regard, Dai Jiangping predicted that this year will be the optimization era of the home improvement industry. “Only when high-quality products and services occupy the highlands and unify the mind and pace, companies can better serve customers and win market opportunities,” he said.
For the loading enterprise, strong product design, production, service and after-sales links are essential elements to support the company’s long-term development. Whether it is a customized product or a packaged product, strong back-office support will gain more customer satisfaction and occupy more market share.
(provided by Shenyang Building Materials Network) <
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