Livi home to obtain Lei and shun for the fund million yuan a round of investment

Absrtact: Recently, the custom home O2O company Livi home to 36 Krypton revealed, Livi home obtains Lei and the fund ultra million Yuan's a round investment, uses the Internet way to extrude the traditional home market price bubble. Livi is headquartered in Chengdu, the predecessor of the regional integrated

Recently, the custom home O2O company Livi home to 36 Krypton revealed, Livi home to obtain Lei and the fund for tens of millions of dollars in a round of investment, using the Internet way to squeeze the traditional home market price bubbles.

Livi headquarters is located in Chengdu, the predecessor of the regional integrated electrical Business Times peace of mind, after the transformation focus on custom home field, access to the joint venture capital Angel round of millions of yuan investment, is mainly to do the cabinet-oriented custom home O2O service, the focus of cost-effective ideas have been lei recognition, thus successfully obtained shun for the fund investment.

From the Livi business model, it is also true and Lei business thinking is somewhat similar.

In the traditional home sales model, which is represented by the Red Star American Kai Lung, the price increase of the dealers at all levels has pushed up the final sales prices. Livi Home is the hope that through the online market such an entrance, guide users to their experience center experience, and by the line of the service team to complete the design and distribution of customized furniture installation.

At present, Livi has its own experience center in 10 cities, mainly in the southwest and Beijing and other first-tier cities. and online, in addition to their own commercial shopping malls, in the days of the cat and Beijing East have access, its less competitive pressure on the Beijing east on the growth of orders is also the fastest in the category. But in their view, the line is just a portal, home is not suitable for the simple business model, the industry's Internet transformation is more difficult than imagined more complex.

In Zhou Yuxiang's view, their biggest advantage over traditional home stores is price/performance. They choose directly from Romania to import plate, and then processing, directly through the O2O way to complete the product sales, so that the original circulation of some of the cost of compression, to provide quality and high-end home brand equivalent, but the price only half of its one-third or even custom home products.

Of course, the price is not the whole household products. After all, since the user choose Custom Home, it is at least personalized and quality of life have certain requirements, the price sensitivity is not so high. What's more, users are often willing to pay a higher premium to get a better experience for a home environment where they live, live for years or even more than 10 years. So the price advantage to cut into the custom home market is not a bit biased?

Faced with such questioning, Zhou Yuxiang that the price of the traditional home store is really too expensive, the user price sensitivity is not high does not mean that the user for some of the product experience itself does not have any significance of the link to pay, is because the home is the user long-term use of products, so users will care about the price of the product and the actual value is They want to do the ultimate home product like the millet phone, not just the cheap home.

"Acme" is a word that 36 krypton and the Livi team have used many times to describe their own product attitude. Livi home in Get shun for the investment, the focus is also to comb the product line and hire research and development, technical personnel, to develop own-brand home products.

However, online selling home is nothing new, if it is a simple household goods, an order can be door-to-door. But the Livi family chooses the most complex, to the line resources request most custom home.

"We want to start with the hardest. "This is the answer to 36 krypton, because custom furniture has a more complex supply chain that allows them to extend more to the supply chain and extend their business to more categories of furniture in the future," Zhou Yuxiang said. This May and founder Zhou Yuxiang itself has many years it hardware industry distribution, procurement experience.

In addition, most people in the renovation of the new house, the general will first complete the overall cabinet design, and then the water and electricity, followed by a comprehensive renovation. So in the custom home market lay a good foundation, the future can be as a user entrance, extend home all aspects of the installation, imagine a larger space.

But then again, said 1000 10,000, want to be the first family of young people, the premise is that young people have first suite AH.

Of course, in addition to the young market, Livi home to 36 Krypton revealed, in fact, they are a large part of the user group or 40-year-old "uncle".