How does the drying rack grow and develop under the “new retail” mode of the Internet?

New retail

The new phase of "fashionable" in Internet home improvement began with the emphasis on online and offline integration. Since 2014, the home improvement industry has begun to integrate with the scale of the Internet, and Internet home furnishings have begun to flourish, but expectations for online value were raised very high. Although in various public statements, practitioners in the Internet home improvement industry claim to pay equal attention to online and offline, it is undeniable that it is expected that many people will expect to change the pain of traditional industries online. Che Min, deputy secretary-general of the Shenzhen Decoration Industry Association, pointed out directly that the Internet may solve the problem of home improvement enterprises' external marketing and brand promotion, but it did not solve the pain points of the traditional home improvement industry and did not achieve more standardization.

After three years of development, practitioners have come to realize that it is almost impossible to easily complete the transformation of traditional home improvement problems and pain points simply by going online. If you want to realize the essential changes in the home improvement industry, you must combine the offline and online, and keep the development of the Internet home improvement into a new development under the premise of maintaining the original advanced experience of the Internet era and starting from a new entry point. stage.

Many beautiful visions of Internet home improvement have encountered many difficulties in the process of landing. Although we were full of wonderful imaginations when we were born on the Internet, when we actually put these wonderful ideas on the ground, we found that we still encounter many problems in the process of actual landing.

The evaluation mechanism of the Internet cannot change the status quo

At the beginning, Internet home improvement hopes to subvert the industry, introduce the evaluation mechanism into the industry, let the owners give the construction team a score, and praise the bad reviews at a glance. At one time, many companies in Shenzhen were doing “home improvement” public comments, expecting to change the lack of supervision of the home improvement industry. The problem. The club will be publicized on the official website and other channels to serve as a major marketing point for the home improvement company that cooperates with it. However, this idea has encountered many challenges in the actual operation process. Since these home improvement companies are not directly operated by the Internet home improvement platform, even if these home improvement companies have a very low score, they can still attract customers and expand their new business after making a face-lift. Although this irrelevant supervision method is regarded by many Internet home improvement companies as a killer to solve barbaric construction and unscientific construction, when it comes to actual landing, it has encountered unprecedented challenges, and finally the supervision role of Internet home improvement has become a display. Many home improvement companies will still be barbaric during the actual renovation process, and will still be free to construct, causing damage to the owner's decoration.

The home improvement industry pays attention to the operation of offline entities, which is more conducive to the owners to feel that Internet technology is always difficult to achieve full integration with the actual operation under the line. The home improvement industry is actually an industry that focuses on the actual operation of the line. What Internet technology solves is how to improve efficiency through online means. Under the influence of such a rule, Internet technology began to appear to be unable to fully integrate with actual operations, which eventually led to many Internet home improvement companies. The innovation can't really land.

Taking design as an example, relying too much on online data, relying on the template module to process design makes some Internet homewear lose personality, and many companies realize the problem and start to strengthen the operation of offline entities. Online as a drain to attract consumers, offline as a direct platform to communicate with the owners. At the same time, through the improvement of management and systems, optimize internal workflows, rather than sacrificing consumer user presence.

Editor: China drying rack net - dew for frost