Over the past two decades, the whole household building materials industry and home decoration industry have enjoyed huge dividends brought by the real estate market, resulting in a number of large companies that have eaten "crabs", more than 40 enterprises have successfully landed in the capital market, many small and medium-sized companies rely on market dividends mainly based on flow dividends, and live very well. Moisten.
When did the real change begin? Perhaps it started with a gradual decline in the flow dividend, a slowdown in revenue growth for listed companies, and the fading of the household customization heat wave.
Question: Are household enterprises really studying consumers?
The most obvious changes are as follows: first, the improvement of consumers'aesthetic awareness promotes the products of household enterprises to become younger; second, the whole house customization boom in 2016-2017, but the revenue growth rate of mass customization household enterprises in 2018 is generally less than 25%, no longer more than 30% of the revenue growth in 2017, and the boom is also mixed with "authenticity and falsehood". Third, the market dividend of the real estate industry in the first and second-tier cities is gradually fading. If the home improvement companies still passively wait for users, the flow dividend will be at the top, which will make them face a huge crisis of shuffling.
In this context, we realize that only enterprises that meet the "user needs" and truly serve users can go further and further.
However, most enterprises are still moving in the wrong direction, and fewer and fewer enterprises and brands are really studying consumer demand. People are not unaware of the importance of studying consumer demand, but ignore the difference between "satisfying consumer demand" and "creating consumer demand".
Why is it that no one studies consumers? We believe that it is not that no enterprise does research on consumers, but that the order of research is wrong. A large number of products lack details, pay too much attention to the aesthetic and appearance of products, pay attention to materials and processes, product design and user experience completely separated... What they are studying is not the real consumers, but the consumers in their eyes.
Three Characteristics of Home Enterprises Being "Far from" User's Thinking
As Euro Euro Home has mentioned above, consumers'needs can never be met, which is precisely the most precious characteristic of users - "demand never ends". The first reason why household enterprises are farther and farther away from "focusing on user value"? At the same time, the first reason why household enterprises are "far away" from user thinking is that:
There is no direct relationship between a large number of household products and consumer experience, nor with the original life scene of consumers.
Walking into the offline stores of home stores, you will find that the stores are mainly composed of product furnishings and different series of combinations. If it is a customized household enterprise, the store will contain some sets of products, the other part is composed of cabinets, wardrobes, tatatami and other products. If you go into the offline stores of kitchen electrical appliances enterprises, you will find that the products do not interact with users in the scene, but simply display the products or the combination of sets of products, which has nothing to do with the lifestyle of users. This is the general impression that most of China's home stores and home building materials stores bring to consumers.
Even if the house and Ali Xin retail cooperation after opening a box horse fresh store in the mall, Red Star McLaren and Tencent reached cooperation and develop smart retail, and then signed a strategic cooperation agreement with Ali to build new retail stores, these actions in essence have not yet brought effective changes to the stores, because they are all. Not meeting the essential needs of users - richer product experience, better life scenarios.
The second feature is that most enterprises mislead users to pay more attention to the aesthetic experience of products, the materials and materials of products, and the design process of products, but ignore one point: materials are not the most important, experience is actually the most important, it is the key to whether products can integrate into the original life of consumers.
Compared with focusing on user experience, a large number of household enterprises pay more attention to enterprise development, financial data and revenue growth. These characteristics enable household enterprises to sell their products with "product thinking". Therefore, the products produced by these enterprises do not originate from the real needs of consumers.
A large number of household building materials enterprises in the production of products have not undergone a large number of scientific and refined user research, but rely on past experience, relying on the design ability of design masters at home and abroad, their own production capacity and other factors to create new products for users. However, they often forget that 2019 is not the time when there are "products" and "buyers". Consumers'aesthetic ability has been improved, and users' personalized and differentiated characteristics of home life are becoming more and more distinct.
In other words, aesthetics and materials are only the basis. The products users want are not heavily related to the materials of this product. Compared with materials and materials, users may prefer a good product that can bring a new life experience or satisfy the current life experience.
The third feature returns to the product itself, and a large number of products lack real detail design. At this point, overseas household brands do better than most domestic household brands. In the kitchen, the height of the countertop should be designed in proportion to the height of the user; in the hall, the design of the door handle should be in line with the customers'opening habits, such as the position of the door handle, how many degrees of downward rotation can open the door, the touch switch or the inductive opening.