Press: In the future, home repair services may be built into a product with industry service standards, pricing standards, and process standards.
"Things are broken, only replaced but not repaired" was once regarded as a proof of the consumption upgrade of young people in this generation, but the more likely reason is that they do not know how to repair and dare not repair it.
The water pipe is blocked, the light is not on, and there are some small problems with the appliances. For young people who don’t know how to repair it, it is a small trouble in life, but once you have the idea of asking for repairs to come to the door, you may become unfortunate.
Every repair story always starts with "Believe me, I am professional", but in fact, from the repair master knocking on your door, the master's technology, repair projects and charging process, every step is like opening a new blind box - betting on fate, whether it is joy or sorrow, you can only be willing to accept the loss.
Image source: Tuchuang Creative
Today's home maintenance service industry has burst out more and more service demands. On the other hand, due to the lack of unified standards and low transparency, "slight repairs without illnesses, minor repairs for minor illnesses", maintenance masters raise prices, and "three down and five out of two" can easily handle things, but charges often cost thousands of yuan and other chaos restrict the development of related companies.
The market is vast and the pain points are obvious. In the face of huge contradictions, is there a feasible solution in the industry?
1. Young people who don’t know how to repair
The current entire home repair industry is very considerable in terms of market size and development prospects. According to iResearch Consulting data, China's total household service expenditure increased from 570.3 billion yuan in 2016 to 909 billion yuan in 2020, with a compound annual growth rate of 12.4%, and is expected to be 18.5% to RMB 2.1 trillion in 2025.
Behind the huge market demand is the popularity of smart appliances and young people who cannot repair them.
Under the influence of the policy of home appliances going to the countryside in 2008, the "2021 China Home Appliance Exchange for Old and New Research Report" shows that the current national electricity ownership has exceeded 2.1 billion units. Over time, the once large-scale purchase demand has now transformed into repair and replacement demand.
According to the statistics of the "Internet C Maintenance User Behavior Report", household appliance repair is the main force in the 3C maintenance industry, among which the demand for air conditioning repair is significant, accounting for 59% of the total search volume of the home appliance repair industry, and it is obvious seasonal, with the highest search volume in July each year.
But young people don’t know how to fix it. Compared with the previous generation, our generation's life skills are generally deteriorating.
especially in the repair and repair issues. According to Plusnet's survey, more than half of young people lack hands-on ability in their daily lives. Among people under 35, 50% admitted that they didn’t know how to replace the wires for the socket, and 54% did not understand how to drain the radiator.
High family life requires far more off-site help than we imagined. Compared with previous generations, young people who grew up in a wealthy environment are more willing to spend money to solve problems, making life more convenient and relaxed. Consumers without time, tools and technology have become the largest consumer group for home repairs.
2. It is not that simple to repair it in one go
However, it is not easy for home facilities that urgently need rescue and young people who are willing to pay for repairs to find high-quality repairs.
repair services involve projects and contents. At the same time, in recent years, the degree of automation and intelligence of home equipment has been rapidly improved, and the search, location and troubleshooting of equipment failures has become increasingly complex, which has put forward higher requirements for the maintenance technical level of maintenance personnel.
But the reality is that this home repair industry, which has burst out more and more demands, has been in a state of extreme dispersion for a long time. It is a typical "big industry, small business" - self-employed people and even "businessmen" who have no fixed business premises constitute the majority of the maintenance team. Community properties, roadside shops, and small advertisements with unknown origins in corridors have become important channels for consumers to find home-to-door repair services.
Maintenance industry practitioners have different professional skills. According to the "Sampling Report on the Basic Status of Employees in the Home Appliance Service and Maintenance Industry" by the China Home Appliance Maintenance Association, there are currently more than 200,000 employees in the Home Appliance Service and Maintenance Industry in my country, of which migrant workers in the city, accounts for 70% of the employees, high school and below account for more than 80%, and undergraduate or above account for only 2.2%. Many of the maintenance technicians generally have not received systematic home appliance repair training, and 10% of them hold advanced worker certificates.
Many maintenance personnel maliciously deceive consumers with the idea that they can fool them once.
"Don't cause illness, minor illness repair" is the most common routine. For consumers, home repairs are highly professional, the materials and technologies involved are very complex, and they have high requirements for time, energy and knowledge reserves. Many maintenance personnel take advantage of this, and minor faults can be repaired at 10 yuan and 20 yuan to obtain more maintenance fees through the repair measures of Dadong Ganjie. There are many charging items and lack of unified prices, which often makes consumers feel "being slaughtered". In general, the door-to-door fee starts at 30-50 yuan, and the fees for door-to-door fee, boot fee, inspection fee and other items range from tens of yuan to thousands of yuan.
A survey on consumer repair pain points shows that more than 50% of consumers have encountered excessive charges and lack of accessories when repairing home appliances, and more than 30% of consumers have faced fictitious failures and excessive repairs.
Repair industry, especially home appliance repair, has become a severely affected area for consumer complaints.
public data shows that household appliance repair complaints have long been ranked among the top 2 in 2315 complaints. Satisfaction survey data from the home maintenance industry show that maintenance personnel have experienced many problems such as slow responses, low quality and insufficient abilities, resulting in extremely poor consumer experience.
3. Digital reshaping and repair experience
Maintenance is "uncomfortable", and a large part of the reason is that the price is opaque. The extremely uncertain pricing completely cuts the consumer's repair experience into two parts - half of the time is waiting for the master to repair, and the other half is engaging in a price psychological battle with the master. After a round of exhausted bargaining, the final result is comparable to "metaphysics", and the price is sometimes cut in half and sometimes still. But no matter how much money I gave to the repairman in the end, everyone feels that they have given too much.
quarrels a lot of fights, and the money was spent a lot of money. The repaired things broke again in a few days. The situation of "I made two complaint calls and was blocked directly" and other complaints have no way to make consumers become the most miserable party in history.
When encountering offline problems that they cannot solve, compared with previous generations, young people who grew up in the era of rapid development of the Internet are more willing to believe in the power of the Internet. A large number of young consumers have begun to flock to the Internet maintenance platform.
Image source: Tuchuang Creative
Digitalization provides services to reduce uncertainty. Once any problems occur during the maintenance process, you can contact customer service. Customer service is a more familiar existence than arguing with the maintenance staff. The chain of big brands has gained more trust from consumers. Compared with pure information matching Internet platforms, choosing a professional vertical brand like Woodpecker Home Repair means you can get more standardized services.
does not need to take time to find it, and the service level will not be too bad. Woodpecker achieves standardized and strengthened control through the vertical direct operation mode. Maintenance personnel have achieved standardization from the inside out. They have begun to wear unified clothing and carry professional and unified toolboxes. They need to strictly follow the standardized door-to-door process services to help users repair or maintain them.
"clear price tag" makes people more trustworthy. You can find the door-to-door fee, disassembly and assembly fee, etc. in the order interface. Taking washing machine maintenance as an example, it clarifies the scope and price range of four levels of maintenance: simple, ordinary, medium and complex. At the same time, it lists the cost range of materials such as leakage protectors, washing machine drain pipes, oil-stained cleaners, etc. The repair meter provided by Woodpecker Home Repair ranges from positioning the repair product category, brand to specific failures, and finally completes the intelligent quotation.
also has a warranty period in the after-sales service. If there is a problem during the warranty period, a master will come to the door for repairs for free.
After 27 years of development, Woodpecker Home Repair has gradually established its leading market advantages, service advantages, user advantages and brand advantages in the huge and scattered home repair market in the country.
Given the scarcity of home repair services in the secondary market, Woodpecker home repair has always been favored by capital. It is understood that the company has now successively obtained investment and support from well-known investment institutions such as Palm Tong Co., Ltd., 8.com , Xiaomi Technology , Shunwei Capital , Liangjiang Government Fund, and Hunan Caixin.
The upgrade and iteration of the Woodpecker's home maintenance business model is also the embodiment of the gradual standardization and digitalization of China's home maintenance industry. Against the backdrop of digitalization empowering and upgrading the traditional service industry, the home repair service market with huge scale, strong demand, and many opportunities will also usher in changes. By introducing digital technology , the service and after-sales links of home maintenance will be digitally transformed. In the future, home repair services may be built into a product with industry service standards, pricing standards, and process standards.
As the trillion-dollar repair market is gradually standardized under the empowerment of digitalization, more and more young users are more inclined to find one-stop digital home repair brands, and young people who cannot repair them will "dare to repair" from now on.
