Internet decoration: Price pain point resolution is just the first step in the beginning

How does the concept of Internet decoration actually get fired? Take a look at the Rice Noodle Festival in lei June on March 31, the performance of the communication will know: In the introduction of the Rice Noodle Festival will appear in the new products, in addition to reiterate the three major product lines: Mobile phone, TV, router, special emphasis on a sentence: "Millet do not decorate, it is shun for investment ..." of course, Under the Taiwan reporters also immediately reported to a smile: really when we do not know the relationship between the shattered glass and millet, every time it is interesting you ...

Do not blame lei June here "homeopathy and for" to love space to do an implant ads for the internet to decorate this industry is simply "good" mess: There are pain points, high margin and is just needed. As long as you stand today imagine five years ago lei June is what kind of eyes to covet the mobile phone industry at that time, you can know love space, millet and beauty home help and so on worked internet decoration Enterprises for this piece of meat is going to the mouth is how watering.

First use the investor's money to smash the user's pain point

According to the internet thinking (please forgive me to take out this has been used in the "Smelly Street" to describe the term) of the traditional routines, to find the user pain point is a necessary condition for product success, it is gratifying that the traditional home improvement industry, the lack of supervision and vicious competition has been perfect to lay a solid mass base: poor quality of building materials, The price is not transparent, the construction is not standard and the supervision unfavorable these four pits have succeeded to let the majority of people with the beautiful decoration dream fall badly beaten, almost every person who presided over or participated in the decoration can directly dictate a "miserable world" after the construction, even dozen draft worked out.

And for such a clear user needs, the Internet decoration gives a very simple and rough solution: a price, do explosive products. From the price, 777, 699 and 499, a lower than a price per square meter in the eye, in fact, all players are a routine: the use of a few sets of standard design recommendations and low prices to quickly open the market, pull up shipments and occupy the edge of the supply chain to enhance their bargaining power- Have a closer look at the above passage, have you heard it somewhere?

The boss and investors, in their own mouth foam at the same time do not forget to give Lei June package a red envelope is paid tuition bar, after all, in the product level to concentrate on the strength of the one or two products to make explosive product to save BOM (bill of materials) cost this routine is lei June on Xiaomi mobile phone first put into implementation, That's why it's worth your hats. Of course, in order to get the competitive advantage in the most sensitive place-the price, the Sheramau of the supply chain has not been able to solve the actual operation problem at this stage, so the more simple and rude way appears: directly take the money and hit it.

From the beginning of the year to announce the investment love space to these days of the United States to help finance a round of 8 million dollars can be seen, at present these enterprises give the price is to be able to cover material part of the BOM price, and for labor and management costs basic need to burn investors money to offset, If the combination of the Internet is widely circulated on a bricklayer's daily wage, it is not difficult to imagine the current stage of these venture capital for the Internet decoration manufacturers of important value.

Differentiated needs and differentiated management

Unfortunately, if only the user in the price of pain points, for these internet decoration Enterprises is basically still "a tragedy is staged": Since the pain point is placed there and there are ready-made teaching manuals, the Chinese market has never lacked good at fast copy of the people, it is conceivable that the industry soon from the blue Ocean into the Red Sea, Everyone will continue to put a fight in the endless price war until the Internet products are completely degraded back to the traditional industry-offline melee is not the Internet company's favorite way to compete. It is worth our blessing is not too worried about the appearance of this scene, because users in addition to the price of this obvious pain point, more deep-seated "feelings" in which is the difference in decoration requirements.

For the greedy animal of man, it is not enough to just meet the pain point of its price. From Maslow's theory of demand, eating and wearing warm is only a health factor, higher spiritual pursuit is the incentive, this is not an exception in the decoration, just also become the Internet decoration enterprises in the core of the differentiation between competition.

√ Shun for investment in the love of space using a low-priced basic Package + personalized fee package form, the core user group is those busy working people (how to listen to the user group of millet) ... ), emphasizing safety, simple, fast, no need to always treat the choice of difficult disease, as long as necessary acceptance can, at the same time for these users may appear in a small number of personalized needs;

√ Love space also provides several optional fee packages such as bathtub wallpaper and ceiling, users can pay for replacement (quite some like the business model of online game operation); The United States home help is a way to look at the decoration of social market (everyone do something to socialize a bit tired ah really so many outgoing people), to create information sharing and exchange platform, Similar to the traditional decoration BBS ideas;

√ The standard service of Xiaomi is modular design, providing several sets of reference design for users to mix at will, at the same time, "big designer free Design" let users have the feeling of taking advantage, trying to impress those who value the aesthetic but not willing to pay for the design of users, although the company said that "modular design does not affect the post-construction process" But for the internet decoration industry, which wants to rely on the scale effect to reduce the cost and improve the construction efficiency, the contradiction between the cost-saving standardization service and the individualized design of the customer needs to be tested by the market and the customer's word-of-mouth.

Finally, we should also clearly see, even if the difference in the competition can only get the leading edge of the body level, want to throw down a competitor street and give investors a satisfactory answer, in addition to the rapid increase in the number of users, but also need more stories to speak out. This problem seems to be more easy to answer for love space, after all, backed by the investment, Millet smart home as the important layout of the Thunder Army has given the love space enough imagination, this is also the Lei June platform layout of a step chess; for Xiaomi, the soft outfit after the hard outfit seems to be a more promising opportunity for them, Joint household Electrical appliance enterprises to provide decoration customers with the overall solution is another "entrance" embodiment, not to mention the other e-commerce platform (a cat and a dog?) For the overall intelligent home appliances on the landing, this will also be a millet installed another choice. And before the final solution to the demand for capital, any kind of imaginary space is only logically possible, the need for Internet decoration enterprises can adhere to the "wind" that day, only the final business model can be landed, the Internet decoration can really find its way to survive.

Internet decoration: Price pain point resolution is just the first step in the beginning