In recent years, the concept of Internet + has become popular. Various types of "Internet + traditional industries" have attracted much attention. Some have taken the opportunity to take off, and some have created a vent to help others take off. "Internet + Home" has also ushered in an unprecedented development opportunity. Through the information interconnection technology, the traditional home industry is deeply integrated with the Internet, which has spawned various conceptual models such as Internet home improvement. However, in the current situation where users pay more and more attention to the experience, can the home industry achieve breakthroughs with the help of “Internet+â€, whether the Internet+ Can you really activate the home industry? What is the test of the home industry under the heavy scene experience?
The home industry under the Internet +, the scene experience has some thorns
"Internet + home" is a big gold mine. The data shows that in 2014, the output value of the domestic household industry has reached 5 trillion yuan, and the home improvement industry alone has reached 1.2 trillion yuan. The sales of the three major Internet platforms Tmall, Taobao and Jingdong are only 100 billion yuan. Therefore, Internet + home will be a huge market, especially in 2016, the offline home industry will usher in new growth points.
First of all, the two-child policy was fully liberalized, which directly promoted the consumer's demand for children's furniture purchase, and consumers also paid more attention to the functionality and quality of furniture products.
Secondly, the promotion of mass consumption also promotes the development of the home industry. At present, the consumption structure of urban and rural residents in China is upgrading from survival consumption to development consumption, from material consumption to service consumption, and from traditional consumption to new consumption. As the “upper middle class†gradually became the main force of the middle class, personal and family consumption was personalized and diversified, and the potential for quality consumption and fashion consumption was quickly released. People gradually return to the family, paying attention to the overall mix of home atmosphere, the choice is more inclined to the stylization and integration of furniture, consumer demand from "have" to "excellent".
Thirdly, the maturity and popularity of Internet+ technology makes people more willing to accept and try new ways of experience, especially for the home industry that is actually experiencing reality. Even if it can now select and identify styles through the Internet, consumers are still used to offline. Experience the deal again. However, most of the offline home stores currently have much room for improvement in the consumer experience, such as:
The long time period, "tired and not love" is probably the first reaction after most people buy furniture, because the appointment, purchase, and design cycle are long in the whole process of home, short in January and February, more In the past year, the time for consumers to communicate with merchants and to and from the store is huge.
Inconvenient to purchase, it is recommended to be untargeted. Household items such as furniture are non-standardized items, consumers are likely to ran 3 or 4 趟 furniture stores, or do not know what to buy; design consultants recommend more than their favorite styles; even if given the design plan, they simply do not see The actual placement effect, the product display of the store completely relies on the imagination; even after the painstaking efforts from design, to measurement and completion of the purchase, it is found that the appearance is completely different from the imagination, because it needs to be with the existing ones at home. Other items are organically matched.
In addition, as a traditional vertical industry, the logistics distribution of the home industry is difficult to track, the industry concentration is low, the market regulation is not perfect, the price is opaque, the quality is not guaranteed, etc., so that most consumers purchase home is a difficult and bitter experience. Traditional furniture stores are becoming more and more difficult to attract people, and consumers are calling for the birth of a better home store.
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