At 2 pm on September 14, Tmall hosted the Home Improvement Ecological Summit in Hangzhou. En Zhong, general manager of Tmall Home Improvement Division, proposed to continue to upgrade around the four major strategies of localization, content, service upgrade, and supply upgrade. The goal is to By the end of 2022, the online share of in the home improvement industry will be increased from 10% to 20%, and the transaction volume of will exceed 1 trillion.
Tmall home improvement general manager: Enzhong
Enzhong revealed that as of the end of August 2021, there were 6 brands with a turnover of over 1 billion, and 36 brands with a turnover of over 100 million and a growth rate of over 100% , The turnover of 341 categories has doubled. "This year, the new retail of home improvement has grown rapidly. There are 40,000 stores that originally did business offline, and an average increase of 320,000 transactions through Tmall.
At the beginning of the establishment of home improvement, Tmall began to build a logistics system for bulky goods, providing door-to-door delivery and simultaneous installation services. At present, 3000 districts and counties across the country have realized that you can buy bulky goods such as furniture and building materials. “Integrated delivery and installation” service.
At the same time, home improvement products are mainly large items, high per customer, and offline experience demand has always existed. Tmall explored a new retail system integrating online and offline, and consumers searched on Taobao App For home improvement products, the system will recommend nearby offline stores, experience first and then place an order, which brings convenience to consumers and creates opportunities for offline businesses.
“Tmall’s most advanced technology is used in home improvement Industry too. "Enzhong said that regardless of the integration of online and offline new retail, or the 3D technology, live broadcast, panoramic short video and other methods in the past few years, they are the first to apply the home improvement industry, just to make consumers experience a more intuitive and convenient shopping experience.
In addition to the innovative experience, Tmall will also continue to promote supply upgrades, open up resources such as industrial belts, designers, and international buyers, to meet consumer demand for different categories and different price ranges, and to explore and drive the home improvement industry Introduce more new products that meet the needs of the consumer market.
"The home improvement industry is a'mud leg' industry,It takes patience and heavy investment to deepen this market. "Enzhong said that realizing the digital transformation of the home improvement industry is not an easy task. Tmall will adhere to the four-home improvement industry strategy, based on advanced productivity technology, market insights, etc., and brands to promote the home improvement industry online to open a new situation.
General Manager of Tmall Home Improvement: Enzhong
. Behind the explosion of Internet home improvement is the change of consumer groups and the digital transformation of the home improvement industry.
CBNData survey data shows that as the generations born in the 85s, 90s, and 95s became families and established businesses, the younger generation became The main consumer group in the Internet home improvement industry. Unlike their parents, busy young consumers are used to using fragmented time to search for home improvement information and products on the Internet, and then make purchase decisions.
CBNData Director of Data Analysis: Liu Yixuan
Discussed on the three topics of "How to achieve integration and co-construction between online and offline". Youju Chief Editor Zhang Yongzhi chaired the forum, Tmall Home Decoration Director Dong Yi, and Juran Home Vice President Li Xuanxuan, Hao Haozhu CEO Feng Wei expressed their views.
From left to right: Youju Chief Editor Zhang Yongzhi, Tmall Home Improvement Director Dongyi, Juran Home Vice President Li Xuanxuan, Ha Haozhu CEO Feng Hua
At the press conference, Tmall announced that it would open a new track, start the decoration business, and take the lead in launching the "Decoration My Home" applet in Chengdu. Consumers search for "decorate my home" in Taobao App, and can choose their own apartment type, and AI will design 3D real-life decoration plans for free, or they can contact local decoration companies to provide services. At present, decoration companies such as Dongyi Risheng, B&Q, Home Decoration, Haolaike, and Shengdu have settled in.
is different from the decoration design applications on the market in that the Tmall "Decorate My Home" design scheme can be "what you see is what you get", and all the goods in the design drawings can be bought on Tmall with one click.
On the same day, Tmall also released its first home improvement product selection guide-"Tmall Luban Star".This guide integrates Taobao users' shopping feedback and selects 3-star products. Combined with the evaluation by TÜV Rheinland, Beijing Product Quality Supervision and Inspection Institute and other authoritative organizations, and invited Qingshan Zhouping, Rebecca and other manual evaluations to conduct comprehensive evaluations on the durability, health, aesthetics, and practicability of the product, and rated 4 Star and 5-star products.
After years of Internet home improvement exploration, 80% of home improvement brands have opened flagship stores on Tmall. Not only offline giants such as IKEA, Red Star Macalline, and Jiaran Zhijia, but also a number of new brands such as Blue Box, Zhiyin, and Aqara have emerged. The home improvement industry, which has always been the most difficult to be online, has also ushered in an explosive period on Tmall as a dark horse.
New Brand Award: Lujialiangpin
New Brand Award: Blue Box
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Group photo with Ali classmates
Group photo with Jacky, founder of Youfan Art and his team
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