Shangpin home with new home network personalized customization model breakthrough

E-commerce is in full swing in the apparel, 3C and other industries, and e-commerce has become one of the most concerned areas of venture capital in 2010. E-commerce is almost a sweep of all industries. Almost all traditional industries are more or less considering how to get on the e-commerce shuttle bus, how to deal with this opportunity and challenge with the advent of new technologies and new media. As a large industry with annual sales of several hundred billion yuan, e-commerce in the home industry will not be absent, but because of its own characteristics, it has its own development track and road.

Where is home e-commerce going? Why does the development of home e-commerce not appear in the clothing industry, the 3C Jingdong, the book of Dangdang? Is there an opportunity to have such a level of business in the future? Where is the challenge of its development? To answer these questions, let's first take a look at some of the unique challenges of home e-commerce.

Shortcomings and challenges in the home e-commerce industry

Unlike traditional standardized products, such as books and 3C products, home e-commerce has natural constraints, such as experience, logistics, installation, after-sales, payment, price synergy, channel benefit distribution and other shortcomings and challenges. Home e-commerce is a non-standardized product, and relatively large, it is also a large-scale product, most of which are purchased once in many years. For most of the time, users' attention is not high, but the professionalism is high. In this context, home, especially furniture e-commerce is difficult and the challenge is not small.

At present, many home e-commerce websites only display household items on the website according to the distinction of home functions, focusing on single-item household items such as sofas, coffee tables, TV cabinets, etc. This is simply a copy of the offline store's merchandise through the copy mode to the online display. In addition to making the picture beautiful, there is no real improvement in the user experience. Users need to see, feel, and feel that such a user experience is not truly innovative. If you want to decorate a new house, would you be willing to place an order directly after seeing a piece of furniture online?

Logistics and installation are also big problems. For example, most of the furniture is large, how to ensure that the scheduled household items arrive within the scheduled time, how to ensure that the transportation process is not damaged? After the arrival, who will transport the stairs, who will install the furniture? Such problems, these are not problems that can be solved solely by the network, and require a lot of offline communication and landing work. In addition, because there is no regional difference in e-commerce, customers in all places can purchase, and in order to ensure online competitiveness, it may be cheaper than offline prices, so how to ensure price synergy, How to solve the problem of the distribution of channel benefits will follow.

The above various problems pose great challenges to pure home e-commerce. The collapse of the Home Easy website also fully demonstrates that the challenges of the industry are not small, how to deal with these difficulties and challenges?

Calling new mode of home e-commerce

Before considering the challenges to the home e-commerce industry, you can let go of e-commerce itself. Ask first, users buy home items, such as furniture, what is the most concerned? Is the price the most important? Is credibility the most important? Is it cost? Or is it convenient? Still other? From another angle, you have to decorate a new house, what do you think?

For most users, what you want to buy is an experience, a living space that matches your ideal price or even exceeds expectations. It represents an aesthetic, a feeling, an imagination about home, a pair The pursuit of lifestyle. If the user's needs are more conveniently implemented through the network model, then who can truly capture the user's heart.

Therefore, for home e-commerce, it does not deviate from this essence, that is, the user wants not the furniture itself, but a feeling of furniture at home, a concept of life, an ideal appeal for the home space.

Therefore, the real home e-commerce to solve this model problem is a comprehensive solution to meet user demands, it is not simply a price issue, nor is it simply a combination of online and offline issues, but a A new service built around the user experience. This is the true core competitiveness.

The user-required experience, the current home e-commerce industry is far from being able to provide, still staying in a safe, credible state of appeal, and has not really solved the problem of the user's good experience.

It is precisely because of this, who can take the lead in launching a solution to solve user problems in the field of home e-commerce, who can have a leading edge.

Personalized scale customization is the future

Because the home style is a personalized appeal, it is not suitable for standardization to meet the needs of everyone, such as books, television and other products.

Everyone has their own understanding of the home space, deep-rooted aesthetic preferences, which determines that it can not be a standardization, it needs more personalization, and needs to be comprehensively considered based on multiple factors such as room type, space and price. More importantly, many users have their own aesthetics, but not all users can express their feelings very concretely. For example, some houses are small. At first, they may not be able to consider the problem of storage space. Although users may like a certain piece of furniture, it may not be suitable for the whole room. There are many problems. Therefore, the real furniture purchase, can not be considered a separate item, it needs to start from the overall style. However, for the user, how to build a home space of his own style seems to be simple, but it is a complicated matter. If one piece is picked, combined, and designed, it may take a long time and cost a lot. The money and energy, in the end still can not produce satisfactory results.

Therefore, if there is such a company, it can not only give full play to the advantages of the Internet, but also fully combine the advantages of offline assembly and production, display and distribution, providing users with all-round solutions, saving users a lot of time and energy. And the most important thing is to help users find the home space they really want, and it is within the budget that they can afford. Then, this is to let users get the furniture shopping experience that is really more than expected. This is home e-commerce. What the industry really needs to provide, because this is what users really want. What the user wants is not the pictures of the beautiful furniture that are displayed on the Internet. This is already everywhere. The comprehensive, reliable, and effortless solution that users want, exceeds the expected perfect shopping experience.

This model is based on a personalized mass customization model that goes beyond the pure B2C online store model and provides a range of services from the user's needs. Recently, there is a brand called Shangpin Home Ownership New Home Network (just got Alibaba's “2011 Top Ten Global Network Operators” and “2011 Innovation Network Providers” awards) to establish its business model from the perspective of personalized mass customization. Here, as a case study, focusing on its exploration in this field, it is worthy of attention from people in the e-commerce industry.

Shangpin Homestead New Home Network first considers the style, feel and personality of the user's home space, rather than highlighting a piece of furniture and how to sell a certain item. This is to think about the problem from the source of the user. This allows users to first feel that the site is to help users solve problems, rather than selling a piece of furniture.

Its service process begins with a customization of the solution experience. Users can choose their favorite styles based on space, area and price on the new home network. The space classification includes seven functional spaces of living room, bedroom, kitchen, dining room, study room, youth room and guest restaurant. At the same time, it also divides the space of 6 kinds of area from 12 square meters to 24 square meters according to the size of the area. Finally, the price is selected. There are also six price divisions, ranging from less than 10,000 yuan to more than 18,000. In this way, users can make multiple choices according to their room function, area and budget. Under these preconditions, the website also introduces multiple styles of home design showrooms. For example, from Chinese rhyme, Korean pastoral, German forest, Nordic sunshine to neo-pragmatism, romanticism, minimalism and other more than ten styles for users to choose, in the process of contacting these styles, slowly visualize their favorite styles.

At present, the database has a number of tens of thousands of suites of furniture in the country, the user can access a variety of styles of home space, you can see tens of thousands of reality-based model rooms. Due to the many optional styles, it can help users to visualize their own home space style, eliminating the need to collect information, design, and pondering. After a preliminary decision, users can request Xinju.com to provide free home design experience services, including free on-site measurement, not only online experience and offline communication, but also more than 600 offline stores across the country. Experience the store, you can also actually experience the actual style of various furniture, which further helps users find the home style they really want. After communicating with the users, Xinju.com will also make 3D home supporting renderings free of charge according to the customer's individual needs. This fully reflects the various needs of the customer, and fully displays the various needs of the customer's actual room type, area, budget, style, etc., so that the user can get the overall style feeling in advance before the actual order is placed, so as to avoid After the purchase, I found that it was far from what I needed in my heart. However, in the case of single-piece split-independent purchase or demand is not specific, and it is not clear, it is often prone to the overall mismatch, which not only wastes a lot of money, energy, but also brings a bad mood to yourself. The 3D home supporting renderings can help users solve this trouble. Through the 3D panoramic renderings, users can very intuitively see the overall style of the furniture at home, so that the purchase of "diversity" home becomes like buying clothes. Simple, you can try the overall "home style" as you try.

After solving the above troubles for the user, Xinju.com enters the e-commerce shopping process, such as determining the plan and signing the contract. After that, start free shipping and installation as well as 5 years of free warranty, lifetime maintenance and other services. Although many basic services are free, on the one hand, users are relieved of the defense mentality, and they actually gain benefits, gain the trust of users, and are good tricks in psychological operations. In addition, if they gain the trust of users, they pass Buying users brought by word of mouth can also help the website save the high cost of re-acquiring new users. If the user's home decoration style is good, it is easy to show to friends around, it is easy to recommend to friends around, in addition, most of the friends around the user are the same age, similar decoration needs will be quite a lot, the conversion is relatively easy, this also It is part of the marketing cost.

Many people are curious that such a service is good for consumers, but the cost of service is not small. Is this model sustainable?

Judging from the current homestay with the new home network, in addition to the 3D home supporting renderings, there are tens of thousands of model data across the country, and two aspects are also very important. First, its back-end information management system, Order thousands of orders for various needs at the same time every day. It first transmits the demand data to the data processing center through the network. The data center disassembles these order requirements into various parts, and then mass-produces these parts according to the demand. After the parts are finished, they are reassembled into The whole set of furniture is delivered to the customer's home. Second, it has more than 600 offline display stores. These display stores can not only serve as model showrooms, improve user experience, but also become an important node for logistics, distribution, inventory and after-sales service. Thanks to large-scale customization, the personalized experience is more than just a concept. It becomes a profitable business model through system optimization and offline cooperation.

The combination of the Internet and offline display stores will break the limitations of the traditional offline display mode, with more possibilities, giving users more personalized experience. This is a new combination of Internet technology and offline traditional industries, which will bring more space and imagination to the industry. Personalized mass customization is a truly lethal model.

This road is as clear as the C2B trend. The consumer-driven personalized customization model is not only the future of e-commerce, but also an important part of the future of the entire business. Personalized demand creates higher added value. For enterprises, this is also the key layout for building their own core competitiveness and building a moat.

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