Home Furnishing ushers in the era of full-case customized service!
Following the product breakthrough, the home furnishing industry will usher in a service-centric upgrade.
The three eras experienced by the home furnishing industry
Since the building materials industry entered the home furnishing era, the home furnishing industry has changed rapidly, and the driving force comes from customization needs. Looking back vertically, the industry has experienced three disruptive iterations and upgrades.
1. Customization era.
Customization demand has triggered the first disruptive revolution in the industry, namely the rapid iteration of standard home furnishings in the customized home furnishing industry. This disruptive industry upgrade originated from the upgrade of consumers' demand for space utilization and the upgrade of personalized demand for home environments. This led to the revolution in industry products and thus triggered the revolution in customer service, that is, one household, one solution service, which is also the beginning of customized home services. In essence, this stage is an era of single-category customization, namely, kitchen customization, wardrobe customization, balcony customization and other professional fields divided based on space.
2. The era of whole-house customization.
Expansion demand has triggered the second huge change in the industry. It is the arrival of the era of whole-house customization, that is, the era of customized home furnishings is truly coming. The driving force of this disruption is that after large brands complete channel expansion, they turn to reach their own development needs through cross-category expansion of products, that is, the upgrade stage from single category customization to whole-house customization. In essence, this stage of customization is a cross-space cabinet customization, that is, relying on cabinet products, the division of space restrictions across the previous stage is achieved.
3. In the era of customization of the whole set.
The first two eras were brought by manufacturing brands. In the era of whole-decoration customization, the real driving force is home decoration companies. Home decoration companies are at the forefront of industry services and are the entrance to home decoration consumption. They have inherent advantages in customer acquisition; in terms of design services, their space solution design advantages are obvious, providing an entry opportunity for all categories of design; in terms of construction services, they have professional advantages. With the above advantages, home decoration companies have ushered in the era of customization of whole decoration.
This era is a service-centric upgrade after the product breakthrough.
The three bottlenecks that are difficult to break through in the whole-install customization mode
The whole-install customization mode is the current mainstream upgrade model, that is, providing customers with a full set of design solutions and construction services. Customers do addition and subtraction of their needs based on their own needs. Since product brand companies do not yet have the construction service capabilities, this model is adopted by mainstream home improvement companies. But there are the following bottlenecks that are difficult to break through.
1. Product bottleneck. The product portfolio of
product manufacturers can meet the needs of the category, but there are bottlenecks achieved in terms of unified style and functional coordination.
2. Service bottleneck.
The service to consumers of the whole decoration customization model needs to be completed through the collaboration of home decoration companies and product brands. Home decoration companies have the ability to design in space, but lack product application design capabilities. Product application design needs to be completed through the collaboration of multiple product suppliers. The difficulty of collaboration is also the key to the difficulty of solutions to achieve consumer satisfaction.
3. Delivery bottleneck. The same delivery service can be achieved by two parties. Home improvement completes the basic construction service part, and more installation and delivery will be completed by multiple product suppliers. The difficulty of its coordination is even more conceivable.
Key insight into the main market of existing houses
whole-install customization model is an upgrade model for whole-house customization that has not been fully developed in the industry. The rapid changes in the market have once again shown new characteristics:
1. Market Center Transfer: A new change in consumer demand is quietly happening. That is, the new housing market is basically delivered with fine decoration, the market for urgent needs is declining year by year, and the demand for improvement in the existing housing market is gradually becoming the mainstream. Insight into this market is the key to grasping future demand.
2. Characteristics of demand: is based on life experience, and consumers pay more attention to home decoration returning to the essence of life and solving specific problems in life. That is, reasonable functions, comfortable style, and efficient space utilization.
3. Multiple decision-making elements: improvement is not necessary, and consumers put forward new requirements for products and solutions. Such as convenience and worry-freeness will become factors that influence consumers' purchasing decisions.
The three eras experienced by the home furnishing industry in the past are based on the demand characteristics of the market with the urgent need as the main market, thus bringing industry changes or industry upgrades. When existing housing becomes the main market, the changes in the consumer group will be an essential change, and it will also bring new opportunities to the industry, which will be another disruption to the industry.
Three subversive
provides customers with full-case customization services of "integrated products, integrated design, integrated delivery", and centrally lies in the implementation of three "integrated".
1. Integrated products: means the integration of cross-category products, avoiding the dissonance of different brand styles, functions and process differences. It is manifested as: integration of main and auxiliary materials, integration of hard decoration and soft decoration, integration of style and craftsmanship, etc.
2. Integrated design: The highly coordinated system of space functional design, product application scenario design and home style design, so that the solution is integrated.
3. Integrated delivery: order tracking, integrated construction services and installation services, etc., make consumers more worry-free.
Why is it said that the full-case customized service is a subversion of the home furnishing industry?
Because consumers provide full-case customized services, merchants need to have comprehensive product capabilities, design capabilities and construction service capabilities, which are essentially three subversions of the industry.
First, the subversion of the product model: uses style, process and materials to connect the R&D design and supply chain integration capabilities of cross-category products.
The second is the subversion of the design model: the collaboration of space design and product application scenario design, surpassing the bottleneck of the single design capabilities of product service providers and home decoration companies.
Third, the subversion of the delivery model: is a multiple delivery docking for installation service delivery and construction service delivery by multiple product service providers, transforming to a single party delivery. Once these three subversions of
are achieved, they will become a "full case customization service provider" with three integrated capabilities. This will also become a brand new role in the home furnishing industry, and even an industry "big monster". This is a comprehensive connection to meet the consumption upgrade needs of existing housing customers. That is, the product style and process are unified, the space and product application design are coordinated, and the delivery is worry-free and convenient. The achievement of full-case customization services is extremely comprehensive in achieving full-case customization service capabilities for full-case customization service providers. It is mainly reflected in the following aspects: cross-category product research and development capabilities, cross-category process application capabilities, cross-category product manufacturing capabilities, cross-category product supply chain integration capabilities, space design capabilities, cross-category product application capabilities, construction service capabilities, cross-category product installation service capabilities, cross-category logistics management capabilities, etc. The achievement of these capabilities not only stops at the product supply end, but also needs to be implemented at the service end of each region. That is, regional distributors (strictly speaking, regional service providers) can support the entire model.
product supply side shows complexity across categories, and regional server side shows extensiveness across regions, which is the highest competitive barrier for this model. This barrier is also a symbol of the industry's subversion by full-case customized services.
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