Some people say that the era of home improvement 1.0 is a pure information exchange era, while home improvement 2.0 is an online e-commerce era. Now, the home improvement 3.0 era is the "ecological chain" of Internet home improvement. Door and window enterprises are in one of the links in the ecological chain. In the blink of an eye, in 2017, more and more 8090s entered the stage of home ownership, personalized, energy-efficient and other habits, allowing them to have more exposure to the Internet than their parents, and try Internet home improvement. The development of the times has brought opportunities to the categories of doors and windows on the "ecological chain" of Internet home improvement, but the non-obviousness of the brand has also created the status quo of "big industry small enterprises".

After the "fever", Internet home improvement is slowly falling back

According to the latest statistics, in 2016, a total of 46 companies in the Internet home improvement were financing, with a total financing of about 3.871 billion; the total financing decreased by 28.4% compared with 2015. Judging from the overall situation of the market, the time for the full-scale outbreak of domestic Internet home furnishings has passed. With the help of the national “Internet +” policy and capital invasion, the Internet home decoration has shown its peak in the past two years.

Not only have many small Internet platforms emerged, but even predators have opened up their own Internet home improvement platforms. Compared with the industry's prosperity, there are very few companies that really want to do a good job in Internet home decoration. When most Internet platforms appear, they strongly advocate that the platform has strong brand resources, family resources, designer resources, and even high-tech resources. However, it is "the meaning of drunkenness is not in the wine", and the ultimate goal is to "finance."

Looking through history, when a new category emerged, a large number of "pioneers" came from all directions, rushing to grab all the benefits, and then smashed them. The last thing left was a company that really calmed down and focused on doing business. And they also have the best chance to be the leader in this new category. After a crazy "fever", Internet home improvement is slowly deteriorating, and will also evolve into a new market structure.

The brand is not obvious, which has created the status quo of "big industry small enterprises"

After the madness, what are the opportunities for Internet home improvement enterprises? Compared with previous years, under the impetus of the national urbanization policy, more and more rural population outside the city has been adjusted to urban hukou, and the emergence of a large number of urban residents has also boosted the residential The increase in demand. After a large number of people migrate to urban areas, a large amount of sales and demand will be derived. In addition, the current down payment of the provident fund has been adjusted from 30% to 20%, the country's destocking is very obvious, home improvement in the downstream of the real estate industry, destocking will bring a lot of market.

However, in view of the current status of the industry, "big industry small enterprises" is the most important feature. There are 4 trillion markets in the entire home improvement industry, and the plates are large, but there are very few big brands. Internet home improvement on building materials is not very obvious branding, many brands go out through advertising, but really let the people think that buying a certain category must buy a certain brand, not many, the brand's non-obviousness also created a "big industry small The status quo of the enterprise.

Throughout the development of China's doors and windows and other industries, from brand owners to dealers, and then dealers to the renovation team, after a layer of thin skin, the uncertainty of the customer's ability to reach the brand is increasing, and even the hidden factor inside, Customers can't control. The customer was refurbished and the number of incidents in the pit was not limited. The chaos of the channels that are most directly exposed to customers also creates an industry dilemma.

Internet home improvement 3.0 era, how do door and window companies play a good role?

In the past, many companies took a picture and hanged on the Internet to sell goods. This era has already passed. Customers need to know more about the quality of products and even the sense of touch. This series of needs is also transforming the door and window enterprises. As a result, many traditional companies try to get through with Internet finance, realize online payment, and even directly visualize the products through VR and other software, rather than just providing a picture, which is also an industry advancement.

In the 3.0 era of Internet home improvement, subdivided into a single category, you can also see a comprehensive upgrade of consumer demand. From the original standard home decoration, to the current personalized customization, consumers are more inclined to find personalized products. In addition, in the smoggy environment, consumers are more concerned about the health of their homes and are willing to pay for it. Only by better and faster adapting to the needs of Internet home improvement, door and window enterprises can play their own role in connecting the Internet home decoration “ecological chain” of many household items.