Where is the best combination of new retail and Internet home improvement posture?

Standing in the current state of the market, when we look at the Internet home furnishing, it is certain that the Internet home furnishing is undoubtedly a marketing. From a certain point of view, the Internet home furnishing is only a special existence born in the context of the “Internet +”, and does not have the real innovation. This may explain the reason why we encounter the current dilemma of the Internet home furnishing. Because home furnishing is after all a “technical work”, you are not able to solve the fundamental problems of the home furnishing industry, the user will not buy. This is a very simple logic.

Perhaps, one may ask, if the Internet home furnishing does not solve the fundamental problems of home furnishing, then why there are still users to buy a single? If you have to find a reason, it can only be said that the Internet home furnishing marketing is too in place. The Internet home furnishing is actually a complete marketing. It is determined by the three elements of capital, market and industry together.

From the capital level, the capital giants are trying to improve the investment ecosystem by laying out the home improvement industry; for the market, in the context of user habits from offline to online, the home improvement industry also needs to cater to this trend; for the industry, the home improvement industry needs to use Internet technology to improve operational efficiency like other industries. Therefore, we see the birth of the Internet home furnishing. However, because Internet technology cannot deeply change the underlying processes and links of the home improvement industry, it will encounter difficulties when it changes from to VC to to users.

When the new retail era comes, more and more Internet home furnishing players begin to focus on the new retail-enabled Internet home furnishing, but if only still to VC set, lack of to user innovation. The so-called new retail-enabled Internet home furnishings may still be a concept only. The new retail empowerment internet home furnishings may still be a routine.

Although users do not get too much benefit in the Internet home furnishing era, but, for some Internet home furnishing platform can be said to have gained a real sense of benefit. They have gained the greenery of capital, and even some Internet home furnishing platforms have successfully completed the listing. For those players who did not get the benefit, they need to empower the Internet home furnishing with new concepts to achieve the purpose of the capital coveted.

In essence, this new retail to empower the Internet home furnishing to continue the development model of only capital first, to really solve the pain points and problems of the home furnishing industry is not their original intention. From this point of view, the so-called new retail-enabled Internet home furnishing may be a brand new way of doing things. In essence, the so-called new retail empowerment is actually the same as the underlying logic of traffic empowerment. In fact, the so-called Internet home furnishing era is a way of traffic empowerment only.

The traditional era, home improvement company customer acquisition channels are mainly to sweep the building, sweep the community, sweep the building materials exhibition and some other offline channels. The advent of the Internet era, the user’s consumption behavior and habits gradually transferred from offline to online, home improvement companies and then through traditional channels to gain customers is no longer effective. The advent of the mobile Internet era and its successful transformation of the external industry eventually showed the possibility of using it to deliver traffic to home improvement companies.

By focusing many elements of the home improvement industry on the Internet home improvement platform, what we see is that the Internet home improvement platform is beginning to empower home improvement companies with traffic. The traffic problem that once plagued home improvement companies has been solved through the Internet home improvement approach. With the top of the traffic dividend, the mode of empowering the home improvement industry with the help of the Internet home improvement platform began to encounter more and more challenges, so we saw a great exodus about the Internet home improvement.

The advent of the new retail era has opened people’s eyes to new possibilities. By shifting the flow object from the C-side to the B-side, people are trying to re-empower the Internet home furnishing industry through new retail to change the B-side home furnishing industry that has not changed in the Internet era.

However, from the bottom logic, the so-called new retail empowerment is still a kind of external empowerment, and whether it can really change the pain points and problems of home decoration industry is still not determined. Just empowerment, the lack of deep change, the so-called empowerment may be the beginning of a new harvest. If we look at the mobile Internet era of traffic empowerment as the harvesting of C-end user traffic, then the new retail empowerment may be the beginning of a new harvesting of B-end users.

We see that almost all of the empowerers are now simply adding new technology to home furnishings, or just selling tools or software to home furnishing companies, so that they can use these tools or software to change the traditional marketing methods and means. But, can these tools or software really change the home improvement industry? Perhaps the new retail enablers don’t care, they just sell these software and tools to home improvement companies and don’t think about the follow-up.

The so-called new retail empowerment may be the beginning of a new round of harvesting, only that the target of this harvesting is no longer the C-user, but the home improvement companies that need to change their products and services.

However, we not only have to ask: can this kind of new retail empowerment according to the “Internet+” approach really change the products and services of the home improvement industry? Perhaps, we do not know the clear answer. Because we only know the subsequent effect after we really combine the new technology with the specific processes and links of the home improvement industry. If we just focus on the “empowerment”, but lack of control of the follow-up effect, the so-called empowerment may have ended from the moment the home improvement company accepted.

It can be seen that the so-called new retail empowerment represents more of a new marketing tool, and its purpose is still to cater to capital, not to really change the home improvement industry. When the original intention of the new retail empowerment Internet home furnishing is just to gain the attention of capital, rather than really focus on the home furnishing industry itself to change, the so-called new retail empowerment may have failed from the very beginning.

For the home improvement industry, the only way to truly integrate the new retail into the home improvement, and to use a set of new retail logic to deeply change the home improvement industry, and ultimately achieve a deep transformation of the home improvement industry, such empowerment may be the key to jump out of the strange circle of “Internet+”.

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