The article analyzes the product needs of the Internet home improvement platform from the product point of view.
The traditional home improvement industry has always been a field that the Internet wants to change. From ten years ago, there have been a variety of different models, from building materials group purchase, to the decoration company information platform, 3D interior design, and then go to the forever platform, and the set package. There are too many points involved in the Internet home improvement industry, not an article to write a clear thing.
This article is at the point of view of the product manager, and the product solution is analyzed for the user needs of the home improvement business platform, and the product solution is analyzed.
The role of the Internet home improvement industry, the business model introduction
Before analyzing the home improvement platform, first make a simple description of the Internet home improvement industry. The water in the Internet home improvement industry is very deep, the business is very complicated, there are many ways to decorate the role of the decoration, mainly with decoration companies, long-term designers, supervision, main materials. The first is the decoration company, as a renovation service carrier in the traditional sense, all other characters can be carried out through decoration companies.
After the reservation decoration company, the first step in the renovation process will have a designer to help you design, and the decoration company’s designer usually comes with sales. Second Step In the decoration company, there will be a project manager to connect with you, follow the next quote, sign a contract, and construct a series of work. The third step is a long and his worker, a unit, follow-up construction. The fourth step is to buy building materials, you can buy it yourself to buy itself, or you can be commissioned by the decoration company. The fifth step is to supervise and control the process and quality of the construction. These links can be directly available through decoration companies, or they can be reserved alone in platforms such as long-term, designers.
Corresponding to so many decoration characters, naturally derived a variety of different models of Internet home improvement services. One is a platform for home improvement platforms, namely decoration companies, long-term designers, providing from information to review the process of appointment to sign, such as Tiba rabbit. One is a decoration company with an Internet shell, which provides a decoration service, such as love space, a living and other children. Companies specializing in providing services for a part, such as Coolhouses designed for 3D technology, such as specializing in the loading of supervision services, and so on. In addition, there is also a building materials to buy, this will go, many decoration platforms, and e-commerce such as Tmall Jingdong.
The decoration business itself has several modes, a half-package, only hard-working services and auxiliary materials, does not include the main materials and soft, the general-purpose platform is half a package. One is a full package, that is, all services are included, and now some decoration companies provide such a package, such as love space. There are also local decoration, which is a single project specializing in kitchen and bathrooms and hydropower transformation.
What is the Internet home improvement platform
Internet home improvement platform is a low cost direct dockingDecoration target users and renovation service providers of renovation service providers, basic ideas and taxi, takeaway, etc., the platform plays a process of information display, merchant control, and guarantee transactions. The direction of the decoration platform solves the needs of the demand is to eliminate the information asymmetry, give the user more choices, let users complete the service low cost. The most current is the decoration company platform, such as Tiba rabbit, Qijia, Rabbit, etc., provide information and appointment services for decoration companies, as well as a long platform, such as grab, Hui, etc., provide expertise Information, reservation, signing.
The core of the O2O this type of Internet business platform service is that the transaction closed loop, that is, the process related to the entire transaction is moved to the line, and the original online transaction is improved using Internet means. This way makes a fundamental change in the trading method of traditional lines, and the purchase experience, and the process of supporting the services of the Internet, users only need to order and enjoy the entire service process. The idea of \u200b\u200bthe decoration business platform is the same, but the decoration process is more stepp, the service is not as fast as other O2O, the platform should support the entire transaction process is not a simple matter.
A renovation platform will work mainly on three links:
First, the platform provides a decoration company or a long-term service provider of a long service provider for users to choose, the user reserves the rear decoration Company, Director to the house, quote. The second is to sign a contract. From the reservation of the decoration company, the long selection of one, and sign the three-party contract with the platform, the platform provides decoration services to guarantee the guarantee of funds. The third is the construction process, and the platform usually provides supervision. For users to supervise and information, some platforms will provide construction management applications for the decoration company or long. Complete these three links form a closed loop of the entire transaction. Now some decoration platforms provide only the service, signing, and subsequent steps to make an appointment, or to go offline, the platform can only be considered a classified information website, and it is impossible to control the entire business process. This type of website will be in the next few years. Slowly withdraw from the competition.
It is already more mature, but the home improvement platform is still in the current platform. Because there is such a short thing in the home improvement industry, there is no way to make the Internetization of the home improvement industry, and the online platform is limited to the renovation service itself.
1, very low frequency
Generally, a few months of service have been low frequently, and the renovation of many users may only use it once, so they can be counted as a one-time service. The very low-frequency industry is on the customer’s price and the amount, usually can make a lot. The promotion and reputation of product operations are more important, because users do not continue to pay attention to the very low frequency field, need to be continuously disconnected, and new users are continuously acquired. The conversion rate of the product is also a key, because it involves the reservation transaction link. The index of the user is active, and the indicator is not so important.
2, the user’s perception of the line is higher
decoration service itself is completely onlineIn the process of doing service decision, users are higher. For example, when the user chooses a decoration company, the most direct factor is whether the decoration effect can make me satisfied, the online decoration company introduces information, user reviews, 3D design renderings, usually, usually users will look at the model In the event of a residential decoration company, the designer’s design is combined with its own decoration company.
The offline scene of the decoration is difficult to replace online, so the process of the demand matching of the decoration platform does not need to utilize the technology to implement matching algorithm like taxi, the current practice is the appointment of 3 decoration company Quotes, then freely choose from users.
3, service word of mouth
The traditional decoration industry has been more vomiting, and the word of mouth is relatively poor. For example, the quotation is opaque, there are too many income, the main material is not good, the business is black, Solve problem efficiency and so on. And because the decoration service is relatively heavy, difficult, the problem is not small. Therefore, when the user is in contact with the decoration, whether it is online platform or traditional decoration companies, it is inevitable that there will be fear of being pitted, and more trusts is recommended, not directly online or store.
The target user, demand, and value brought by the Internet home improvement platform
According to the idea of \u200b\u200bthe product, the analysis products will definitely start from the target users and needs. Home improvement is an industrial in a business, unlike the characteristics and demand of different users in different industries. The user’s characteristics of the home improvement platform are more obvious, and the difference between the user group is not big, because no matter the male and female, there is no money, the first-tier city eight-tier city, talking about the decoration, there is no user group to decorate the decoration Interested, therefore to be the simplest user modeling, all users can be classified as a category: decoration small white.
User further subdivided dimensions are age and city. The decoration mode of the first-tier cities is relatively large. The user is highly recognized by the Internet, and the second three-fourth-four-tier cities are basically traditional. Different age users have different characteristics. Users before 85 include middle-aged people, generally sensitive to prices, can endure unexpected hearts, and 85 users are relatively unoccupied, and higher Internet acceptance, the biggest demand is worry-free .
Since the object directly consumed by the user is a decoration product, the home improvement platform is a specific decoration business model to match the user group, and the platform will establish the target user according to their own business. For example, the whole package package is pushed out of the Internet decoration company, and the 85 group is characterized by worry, relatively expensive, so the target user of a whole packaged platform is naturally 85. The length of the length of the length of the long is more than a slightly large population, so the target user group of the forever platform is from 70 and 80.
In addition to the user end, the target user of the platform also has the server. The server role varies from platform, there is a renovation company platform, a long platform, designer platform. These renovation characters are similar in the platform, the biggest demand point is that the platform can bring them accurate customers, the more customers, the more people’s income is natural. For example, a long-term, and the traditional decoration service is in the decoration company, and its own brand cannot be played. Through the long platform, the Director has to get more customers, and then play a monument. Users can also directly focus on handles, this docking method is lower than the cost of third-party decoration companies, nature is required.
The core needs of the home improvement platform users are convenient and low-cost. Combined with industry characteristics and target user characteristics, there are many detailed users in the decoration process. Here is more common here:
can find a renovation service that meets the needs on the platform, low cost, fast appointment to the door There is a higher demand for the brand and reputation of the decoration service provider. I hope to provide services by a quality assurance business; I hope that the platform can stand on the objective neutral stand, play professional help pick decoration companies, main materials, not playing Advertising; Get an accurate offer, do not want the price after the price exceeds a lot, nor does it wish to have a lot of increase in the decoration process; can see the progress and effect of the decoration process, hope that the supervision and product itself can actually respond, no I hope the platform, supervision, and the long-term guy; if you encounter problems, I hope there is a neutral channel for feedback, as soon as possible, help solve it as soon as possible, I don’t want to see the complaint behind the post-grievances.
Correspondingly, the value of the home improvement platform can provide such three directions to users:
Provide all kinds of comprehensive information, including half pack, whole package, etc., and handles, designers, building materials Merchants, as long as there is user demand, it can be found; low cost acquisition, reservation decoration service, users through the information provided on the platform, direct reservation of decoration companies, etc., to solve users to find decoration companies to some extent Difficult issue; platform provides guarantees for all the links in the decoration process, providing back books on the decoration company, and the long service, and the problem is solved by the platform
Taking the product perspective, do a good job in home improvement platform
The logic of the home improvement business is the same as other O2O platforms. The essence is a platform for business operations. It is the user experience of the service itself, rather than the product’s user experience. Therefore, the core is the operation management link of the offline business terminal, including platform rules, settled in the decoration company / long management, contract management, and proportion, how to prevent jump, etc. In the early stage, the role of business operations can account for 70% of the overall platform experience.
Of course, the product has also played a certain key role. The value of the product to the O2O business platform can be summed up to 3 points:
Provide product support C-terminal for the above business operations, and solve the information asymmetry. The problem satisfies the user’s pre-demand in the scene, and the subsequent use of data is refined through data.Value
According to these points, there are few points in the product point of view, and the key points of doing a home improvement platform have the following points:
1, sufficient support of traffic
What form of Internet platform, enough traffic is a premise, O2O, e-commerce is so. The benefits of traffic are more than just a single amount, but more mainly, in the client, traffic is much more accumulated, and there is a certain amount of user data, and then discover the value of the data; in the business terminal, traffic is naturally given Merchants have more client opportunities, enhances and the ability to bargain, and attract more merchants to settle. The number of merchants has more in turn to attract more users to come in and create a brand effect. If the platform is small, it is willing to cooperate, and there is not much business, which may become a half-dead platform.
Of course, traffic is cost. Because the nature of the decoration is very low, it is necessary to get a new user inadequately, so the company has enough financial resources, continuous marketing through SEM and other means, gradually forming a brand effect. If the platform itself is limited, it does not get too much traffic. If it is a platform, there will be a problem with the ceiling, and it is a better choice to select a certain link to vertical direction.
2, the client provides detailed guidelines in the decoration of all aspects, and reduces the threshold for users to understand the decoration.
The biggest feature of the home improvement platform is not understanding, in the user, the product needs to guide the user to complete the entire renovation process. This guidelines are not limited to the contents of some decoration Raiders, but more of the various links in the decoration service. In addition to display services, the platform also needs to help users buy, complete the service, reduce the cost of user purchase, reservation process, reduce the threshold for learning information knowledge, and even meet the psychology of users’ attention.
For example, when the user just enters the website, how to display the services contained in the platform, what is a half package, all inclusive, and a long-term, designer is used. In the appointment link, how to choose a decoration company, what factors do it act as comparison, what should be done in the appointment, why do you want to pay, make what you should do, and give valuable information for users to choose, not look like a help Decoration company advertising.
In the signing link, different decoration companies, which factors use which factors to use, how to see if the quote is reasonable, and what is the network signing process. Finally, in the construction link, how to supervise cooperation, hydropower engineering, mud wood engineering, and paint works in construction links, how to see the results of the acceptance, and so on.
The platform can lock the user’s user, improve the reservation, and sign the transformation rate of these key links, and the high and low of the service-related product function utilization. Xiaobai can turn into a half decoration after renovation.
3, the decoration process is IT, support more decoration links through the productThe problem of solving information asymmetry
The most direct benefit of Internet platform is to resolve information asymmetry, using technology to transparent, move to the line, reduce the cost of users to acquire various types of information. The opaque of the decoration process is a major pain in the traditional decoration industry. Users don’t know how the construction is progress, how is the quality of the decoration of each link, why did you pay for it? Once there is a problem in a certain link, the user is unknowing, the specific problem is difficult to pursue, the renovation experience will decline straight.
However, the process of decoration is too complicated, involving multiple processes such as design, construction, materials, supervision, and there are very many elements in each process, such as making a session of supervision acceptance standards including a few Ten hundred entries. Therefore, the process of ITization in the decoration industry is struggling. As a renovation business platform, it is usually used to use the decoration process and the platform’s own supervision, and it is not possible to move all the processes from the decoration company to the line, so it is necessary to let the online IT like other O2O fields. Change the renovation itself, this is not realistic. The main role of IT is to solve user-end information asymmetry issues from as much as possible.
ITization of the renovation process is to accept, pay, pay, pay, all-in-line, in the product, in different states, in different states, in different states Various scenarios, corresponding issues, and operations. For example, the transaction process, contract payment, construction payment and even construction increases, through platform payment, by platform guarantee; such as the online synchronization of the supervision and acceptance process, provide the user with acceptance report to view, live, the feedback mechanism of the problem. Users can directly solve the problem of the renovation process through the product, and support these processes in the background, most of which is business orientation, requires product support.
4, through the accumulation of user data, providing valuable content, improving the matching of users and decoration services
The matching process of users and decoration companies is not standardized, as previously written The user is more inclined to make decisions through the line, rather than a simple technology like a taxi and takeaway. In fact, it is difficult to make simple and rude comparisons between decoration companies. For example, the current practice, the price of 3 decoration companies, will have different design options, material brands, size different, quotation projects, etc. It is difficult for users to choose decoration services directly through prices.
Therefore, the platform needs to provide more valuable information as much as possible, so that users can make choices through more comprehensive information, improve the matching of decoration users and decoration services. Colleagues, the information provided by the platform needs to be valuable to the user, and standing in the neutral position. If only some authentication tags, virtual values \u200b\u200bwill make users look like advertising in helping the decoration company.
On the one hand, by accumulating the value of user data, such as common evaluation functions, case viewing function, supervisionThe exhibition function of quotation, complaint dispute demonstration, and even further, by large data analysis user needs, providing a case similar to the user’s needs, and matches suitable decoration services.On the other hand, the platform needs itself to discover the decoration service, producing valuable information, such as 3D real shot between the model, such as decoration company package, detailed evaluation of the decoration service.
The above is the product analysis of Internet home improvement.Internet home improvement is a very deep water, a very difficult industry, there are many articles in the analysis of the industry itself.I think the combination of decoration and Internet in the next few years will be getting closer, but this process must be very slow.
# 专 栏 作家 #
Pampas Eagle, everyone is a product manager column writer, attacking, stepping on the product dog, pay attention to the Internet, write a novel, seeA philosophy.简 书: Pampas Eagle.
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