Shang home with the tactful O2O, quality service is the key

　[Guide] and whether the user experience first or free strategy, are centered on providing customers with more quality services to expand.

Wen/Zi is not me

If you've been here Guangzhou Yuexiu District Dongfeng East Road No. 767, visited the Dongbao building on the third floor of the Shang home with stores, you will be on the entrance partition wall of the store "custom, from the beginning of service" six bright red acrylic plate relief words impressed. White on the wall, bright eyes of the red characters, the evil spirit is eye-catching.

I believe a lot of people came here, standing in the hall of 1500 square meters, will be the heart of doubt, Shang curtilage different from other custom furniture manufacturer's difference where? If you know more about Shang, you may wonder, what is it that keeps this away from downtown Hiding office building Shang home with stores to achieve a single shop annual sales of nearly 200 million yuan?

Founded in 2004, Shang Curtilage, is the industry's first proposed digital customization of the home business. Cross-border entrepreneurial Shang home with two founder Li Lianju and Zhou Shuyi, the earlier operation of the round side software in the household industry design software sector accounted for more than 70% of the market share. Do it, they intervene in the industrial field of home industry, there are disadvantages, but more obvious advantages. It is relying on the software of the Round side Software Development Foundation, Shang home to solve the problem of household customization industry for a long time, the effect of the problem. Household goods consumption, in the daily household expenses is a large amount of expenditure, and high prices bring pressure, more let the people in the purchase of household items, it is particularly rational and cautious. And in the whole house furniture customization of the actual sales process, not only the actual product experience by consumers, the overall effect collocation is the focus of attention. According to a survey, nearly 65% of respondents who were dissatisfied with furniture purchases came from poor furniture. Shang home with the 3D design software, not only can be refined to outline the bedroom facing the bed, the printing corner of the wardrobe, the picture frame on the computer table furnishings, there is a huge team of designers, through the cloud server, for all the stores to provide integrated quality system design of high-quality resources for the design support for consumers in advance to build a future home appearance, Reassure consumers about the effects of collocation, and let them buy at ease.

As a custom furniture brand, Shang home with personalized customization of the depth is unprecedented, is to support the C2B model of the key. In the past, the so-called customization, mostly stay in modular assembly mode, the seller provides several product styles, consumers choose color, style. Modular customization, in essence, only to provide customers with more choices, is still the manufacturer unilaterally provide products, consumers choose from. Deep customization, the maximum to meet the personalized needs of consumers. For example, some tall and strong consumers, the regular size of the desk, sit in, legs are not knocked on the table, or hit the desk, the uniform size of the regular desk is clearly difficult to meet his needs. Depth customization can be based on his stature and preferences, from style design to the construction of the overall size of the personality customization. And most of the furniture manufacturers, do not have the required flexibility in depth customization of production capacity, small-scale depth customization can be achieved, large-scale industrial production, the need for a highly intelligent production and processing control system to meet the consumer customization of the special size and structural plate cutting processing needs. Otherwise, the production efficiency can not keep up, the production error rate is also very high, resulting in the cost of the manufacturers can not bear the weight.

Shang home with its powerful 3D design software and cloud design resource integration capabilities, in the design end so that consumers can not only experience a single product, even because the overall home design, and to give a highly simulated restoration of the 3D decoration effect map, to minimize the consumer furniture and home design does not match the worry. And in the production chain, Shang home with the depth of customized C2B mode, the real response to the user's personalized needs, access to consumer preferences is also logical. What is the most important thinking in the Internet age? The user experience is supreme. Enterprises in the past marketing ideas are mainly to me, all in order to sell, all for the performance, today, enterprises still have performance requirements, but the achievement is achieved through the promotion of user experience to achieve. In simple terms, the promotion of user experience is the goal, achievement is the passing result.

If said, the building in the perfect design software research and development, the powerful cloud design resource conformity ability as well as the flexible production capacity above the C2B pattern is Shang curtilage with other furniture customization manufacturer's core difference, then lets the Shang Curtilage with realizes the single shop nearly 200 million sale's commercial password is the O2O pattern.

Traditional home stores usually have to have home consultants, that is, the usual sense of sales, but not necessarily a designer's job. Early in the Shang Curtilage set up early, home consultants and designers is still the standard equipment. In 2009, the establishment of the online mall, a new home network for some stores to provide online user flow support, Shang home with the structure of the store once again changed, these stores are also known as O shop. Adapt to consumer consumption habits to the internet transfer of Shang Curtilage, the initiative, the home advisory services moved to the network, online for consumers to provide furniture to buy advice, in advance to intercept the network has household items to buy passenger flow. Now, Shang home with O shop through the online SNS, forums, micro-BO, micro-letters and other social media and consumers to confirm the initial communication of the scale, the online promotion and Operation Department will be transferred to consumers to the offline store designers, thus creating a Shang Curtilage O2O mode. This model is not only feasible from the business logic, but also the actual profitability is amazing. Relevant data show, relying on the powerful network drainage capacity, Shang home with the Canton O shop a single store sales of nearly 200 million a year! And this is only the Shang home distribution system throughout the country O store, one of the stores sales.

In addition, Shang House with the provision of home design services are free, and accurate design model to build the need for on-site exploration to obtain accurate furniture location of the size of the data, that is still the product system in the so-called measure ruler. The scale is finished by the designer, the time consuming is not only the labor cost, as well as the designer's toil, at the same time, the measure ruler and the home design plan, are all free. Many traditional businesses do not understand and accept free scale and free design. They are still used to all the work around the sale of old ideas, in the strong sales force for it, direct sales help is not, regardless of. Shang Hu Yi, vice president of the new home network, general manager of the new home to accept the well-known media platform Tiger Sniff interview, Zeng Shingqing said: "Some people do not understand why we will be door-to-door measure free." Are we really free? When we visit the scale, consumers pay at least 3 hours of time cost, and this 3 hours is the best brand communication, service dissemination, product sales time. This is only a measure of the ruler, after we measure the ruler, the customer to the shop rate is 95%, this is more than simple price concessions to the shop rate is much higher. We are highly professional, viscous very strong service to bundle customers, and finally lead to a deal. O2O is our business model. The above free ' gauge design ' is a necessary point that we find in the whole purchase link, through which the line is connected. "Yes, free means that you give up some of the benefits, but also to the enterprise and consumers more contact opportunities, so that enterprises can through high-quality services, and consumers to establish a sticky relationship, and ultimately win the consumer's pro-Lai."

It can be said that the success of Shang Curtilage is essentially the success of the user experience Supreme thinking change, the success of free strategy. Regardless of the user experience first or free strategy, are around to provide customers with more quality services to expand. Shang home with corporate culture, there are so-called 6 core behavior, the first point is "customer Satisfaction", C2B or O2O, are the continuity of customer satisfaction thinking. When an enterprise can make it serve the vast majority of customers, can harvest their own mind home, it is difficult to succeed. Look back to think of Dongbao mansion Shang house with O Shop Hall partition Wall "customization, from the beginning of service", the original home industry rapid rise of the whole house furniture brand, has already put its core competitiveness written on the wall.