Home O2O Enterprise Reputation is not sound where is the root of the problem?

In this hard and wide effect, marketing costs more and more high era, an early O2O project of life and death more and more depends on whether the rapid growth, rapid transmission, rapid financing. And the core of all this is Word-of-mouth.

Current Status:

Home decoration industry is a trillion market, but there has been no giant, the traditional home decoration market ranked top three of the east, Rongfa, the peak of the industry in the entire market accounted for less than 1%.

Home O2O Enterprise Qi Jia Net, the rabbit and so on to obtain huge financing, house search and other real estate sites have begun to dabble in decoration, but there is no O2O enterprises can detonate word-of-mouth spread.

What is the root of the problem?

First, the industry changes: Basic decoration profit more and more transparent

Earlier decoration companies in the renovation of a lot of on-site production projects, for example, furniture processing and so on, and now the decoration in the product more and more finished, the company can participate in more and less projects, selling paint has started to provide brush wall services, resulting in the renovation of only the remaining water and electricity is an opaque project.

Second, the increase in marketing costs, user choice to become cautious

With the decline in the industry's profits, marketing costs are soaring, small white users are increasingly less, there are more than 60% of the current decoration users have experience in decoration or will be independent learning related knowledge. This leads to the home Improvement Company order to obtain more and more difficult, receives a list to find a way to obtain the sufficient profit, only then later innumerable increases, or cuts corners.

Third, too many links, the distribution of benefits unreasonable

At present, a decoration project of home decoration company, designers, sales staff, large foreman, small foreman are to draw a commission, decoration cost of about half of all the intermediate link consumption, and finally to the real construction team in the hands of the time the profit becomes very small, and the current situation of workers more and more high, the foreman in order to ensure profits, Had to cut corners in the construction.

Iv. the quality of the employees is confused and the industry lacks the norm

At present, domestic decoration designers almost equal to the salesman, many designers themselves are materials brand agents, and the construction team are mostly from the rural villagers team, the industry has no certification, management confusion. In the construction process of everyone's quality is not homogeneous, it is difficult to ensure that no problems.

The evolution of O2O mode of home improvement Company and home Improvement:

Package Mode and Foreman Club

Package Mode 2005 by the real Creation Company, "28800 hardcover repair Home" to solve the problem of opaque user prices, rapid detonation of the market. Real creation also by a small company grew up to billion on the scale of one of the top ten decoration companies.

Model Advantages: Price controllable, so that users feel the price of the bottom of the heart.

Model disadvantage: The current package mode almost and become a synonym for countless additional items later, more than 20,000 of the package, the final may spend more than 60,000. Package does not contain water and electricity, the contents of the package also has a number of restrictions on the user caused by the psychological gap is very large.

Foreman Club model is a typical to the intermediary mode, so that users and the foreman direct contact, the club charge a certain amount of management fees, characterized by low prices, suitable for simple decoration of the crowd.

Advantages of the model: to Intermediate, low price.

Model disadvantage: No design capability, low management ability on site and foreman.

The model of the platform of the Tu-BA Rabbit as the representative

With the increase of marketing cost, the home improvement Company's passenger channel gradually transferred to the network, at the same time with the Tu-BA Rabbit as the representative of the flow history of the accumulation of historical traffic has been gradually transformed into a platform for decoration companies, network platform has become a lot of decoration company's main access to single channels

Model Advantages: Platform mode, can help users quickly find decoration company.

Model disadvantage: The participation of the service is low, more is the role of matchmaking transactions, can not really solve the quality of decoration problems.

Third, the package mode upgrade: Standardized decoration mode

Standardized decoration by the cooperation with Taobao home E station launched, will be the basic renovation of all items are quantified, standardized, users can choose their own configuration, you can estimate the price. Love space on the basis of the standardization of Decoration to join industrial workers, their own training to work.

Model Advantages: Let the renovation of the project quantitative changes in the standardization, so that the renovation costs can be controlled.

Model disadvantage: No solution to the problem of standardization of decoration process, quality is not standard.

Iv. Foreman and designer platform

This type of model will foreman and designers and users directly docking, remove intermediate links, can be said to be the extension of the foreman club.

Advantages of the model: to the intermediary, you can communicate online, save communication costs.

Model disadvantage: The simple transaction set, the foreman and the designer's service does not have good control, the actual help to the user is limited.

Five, the third party Internet decoration Supervision mode

Human nature is so, if a complex service process without professional third-party supervision, the service will be rotten. The author learned that there is a senior staff in the industry called Honey Company, trying to through innovative third-party supervision of the form of help users solve the problem of the most headache. Have a friend is experiencing, later can write a special article to share under the service process.

The advantages of the model: to the third party supervision, you can from a professional perspective to ensure the quality of users and cost-effective.

Model disadvantage: lack of market supervision personnel, need to cultivate, scale expansion has challenges.

Industry history Change has begun, the future of home decoration is worth looking forward to

More and more home improvement practitioners and companies are beginning to realize the need to do service, Word-of-mouth, and realize that only real service users, to help users have a future. The industry has begun to change, but how to meet the needs of users in the final form of Word-of-mouth, is every home O2O enterprises have to face the severe challenges, look forward to more excellent new models appear, so that the vast number of owners can no longer repair the pain.