Recently, Tubatu Big Data Research Institute released the "2021 Decoration Consumption Trend Report", in which the data shows that the number of users using Internet decoration products and services in 2021 will increase by 106% year-on-year. The post-90s generation accounts for the largest proportion of Internet decoration users, about 39%; at the same time, the post-00s generation has suddenly emerged, accounting for 4.46% of the Internet decoration users. There is no doubt that the post-90s and post-00s generations are gradually becoming the backbone of the Internet decoration market.
Affected by the COVID-19 epidemic, the home decoration industry has accelerated its integration into the Internet system. Nowadays, young people whose main needs are fast pace, high quality, and good looks no longer go to decoration companies, building materials markets, and home appliance stores like their parents did. They are more inclined to use the Internet to solve problems such as purchasing building materials and household items. In order to meet the needs of the post-90s generation, "one-stop decoration" came into being.
The so-called "one-stop decoration" refers to providing customers with basic decoration, main decorative materials, integrated home systems, soft furnishings, home appliances and other home decoration services that are ready to move in on the basis of the overall design, which is the popular meaning. Check-in with your bags.
However, there is currently a large supply gap in the "one-stop" decoration business in some cities. Taking Taiyuan City, Shanxi Province as an example, Red Net "There is a large gap in the "nanny-level" decoration market and the rise of "private customization" services" One article pointed out that there are currently only a few decoration companies in the local area that can provide personalized customization and full-service decoration services. Moreover, among the local decoration companies in Taiyuan, only a few companies can provide some furniture and home appliances, and the "nanny-level" decoration pursued by the post-90s generation does not yet exist. This also means that there is a large supply gap in the "one-stop" assembly business.
It is understood that "one-stop decoration" is favored by the post-90s and post-00s generations, and may become the mainstream of the market in the future. This has brought challenges and opportunities to many dealers facing transformation problems in the building ceramics industry. As for how to transform, different dealers have different advantages and disadvantages, which naturally vary from time to time, place to place, and person to person. But no matter what transformation plan is adopted, the result is the same, that is, what kind of "one-stop" decoration are the post-90s consumers willing to pay for?
Efficiency is king, and lazy people take the lead. First of all, the main reason why the post-90s generation chooses "nanny style" decoration is that they think decoration is troublesome and they do not have enough time to do it. Having experienced the baptism of the Internet, they are happy to pay for "speed" and "saving money".Of course, the cost of "nanny-style decoration" needs to be within their budget.
Simple but not simple. Although the post-90s generation is very lazy, it does not mean that they treat life as a make do. For them, a house is not only a place to live, but also the basis for them to enjoy life. It is also a place of peace of mind when they face difficulties in life. They may pursue simplicity, but this does not mean that the decoration is simple and sloppy. On the contrary, they pay more attention to the quality of decoration.
The best value for money. It is well known that housing prices are difficult, and one house may wipe out the wealth of those born in the 1990s. Then the funds they spend on decoration must be "spent wisely." On this basis, cost-effectiveness is the main factor they consider. As for brand awareness, that is not within the scope of their consideration - "doing the most things with the least money" is their characteristic.
Excellent reputation. The post-90s generation does not know the ins and outs of the decoration industry, but they have high expectations for the quality of decoration. Then, in order to avoid being "scammed", they will take the time to find a "complete installation company" with a good reputation and trustworthiness. Thanks to the double-edged sword of self-media, "one-stop decoration" companies can quickly establish a reputation, but at the same time, a "bad review" may cause them to lose customers.
To sum up, the "one-stop" decoration that can be needed by the post-90s generation is the best and guaranteed quality and service within their budget, ranging from water and electricity hard decoration to small furniture and home appliances. , bedding, "lay-flat" decoration services. Faced with these requirements of the post-90s generation, "one-stop" decoration companies must integrate various industries in the home furnishing field and cooperate with manufacturers in various industries.
From this perspective, dealers in the building ceramics industry have a difficult road ahead if they want to transform.
Due to the closed nature of the industry, the construction and ceramics industry can enter the field of hard decoration; and thanks to the emergence of rock slabs, it can join forces with furniture companies across borders; but at homeElectricity, smart home, bedding and other industries are beyond their capabilities. Industry consolidation is the first difficulty in the transformation of ceramic tile dealers.
The industries involved in "one-stop installation" have their own characteristics, and the situations vary greatly from each other. If you want to win them all by yourself, it is really "when manpower is limited." This means that ceramic dealers must unite "careful people" from different industries. Faced with issues such as how to reasonably allocate resources, how to share risks, how to share profits, how to exit smoothly, and who should take the lead, dealers need a system with clear rights and responsibilities, and have corresponding systems to ensure the effective operation of this system. , truly taking advantage of "integration". How to establish and maintain this system is the second difficulty in the transformation of ceramic tile dealers.
The development of the building ceramics industry has benefited from the boom in real estate in the past two decades. In the era of increasing profits by opening a store, ceramic tile dealers can make money while lying down. Some merchants will inevitably develop a condescending mentality. At this time, they Whether you can bend down and concentrate on serving is a question mark. Nowadays, the incremental era has turned into the stock era, and the situation of ceramic tile dealers is deteriorating. This is why the term transformation comes into being. But transformation is not just a transformation of business models and business scope, but also a transformation of ideas and consciousness. Ceramic tile dealers cannot operate a "one-stop installation" that focuses on customer needs and emphasizes service with the owner's mentality of "whether you want to buy it or not, someone will buy it anyway". The transformation of dealers' concepts is the third difficulty for ceramic tile dealers.
The above three points are just some of the more obvious difficulties in the transformation process. Today, many dealers are faced with many questions such as whether to transform, how to transform, and what the transformation will look like. But it is undeniable that the post-90s generation’s preference for “nanny-style decoration” means that the prospect of “one-stop decoration” is worth a try.
(Author: No)
