In December 2016, when Xuan Lu led the team to set up Miaozhuang, home decoration Internet is in the period of reflection after the outbreak. In 2016, Xuan Lu took 75 million yuan in cash when she was vice president of Greentown Wuniu, a subsidiary of Greentown E-commerce. She wanted to use the Internet thinking to make a one-stop home decoration Internet platform. At that time, several partners thought that their core team had more than ten years of experience in home decoration building materials, and they were veterans of this industry.
However, he did not know that his so-called one-stop home decoration Internet platform, is actually a huge pit, the exhaustion of their own toss.
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An industry veteran team, 75 million, in Hangzhou to do one-stop home decoration Internet why is a big pit?
In fact, the key is not so which model, but your model can solve the user's pain point? When the user mentioned decoration, or hate gnashing teeth.
At the beginning, Xuan Lu is going to find two or three word-of mouth and construction services in a city subregion very good online orders of decoration companies, play to their strengths, through the Internet marketing drainage to obtain orders, assigned to decoration companies, at the same time to develop a strict green city fine decoration acceptance standards, strict quality control.
And according to their material experience to select the research and development and find the right main material manufacturer, directly from the manufacturer to purchase, so that not only can reduce a variety of intermediate links, the traditional decoration part of the hidden rules, but also can provide customers with professional humanized materials.
Sounds like a good idea. The Internet pays attention to connection. Why do you do it all yourself? Moreover, in 2015, many of the name of the Internet decoration company of the name of the enterprise, is also mostly this model. Xuan Lu does not compete with them in the national market, focusing on the Hangzhou market, do not believe it.
Orders are coming in, but there are more problems.
Because the construction quality is completely out of control, users continue to complain, what did not start according to the construction period, what did not consent to construction, what additions are constantly......
Xuan Lu found that these complaints how to communicate is a dead end, you let the decoration company to pressure the construction team, but the complaint has not been solved, another complaint has come; You deduct money, so many complaints, a deduction will deduct a lot of money, decoration company directly with the construction team stood together, if you a dozen lists are in the decoration company, decoration company let all the construction team shut down, negotiate with you!
The customer is your platform, and of course the platform wants to keep the customer happy. However, once all the customers stop complaining, the customers who didn't complain complain.
"Who is in charge of who?" Xuan Lu is very helpless to tell reporters, they worked so hard to pull the order, but finally found that is to work for others! They have no say!
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No! Don't do that!
I used to think that as long as we keep good faith and serve customers, we can make the customer experience better. But after the real operation, I found that the initiative is not in my own hands, and the lifeblood is in the hands of others.
Unable to swallow the breath of Xuan Lu, decided to lead the team to re-establish meow outfit, from light to heavy, their direct management of the construction team, their project manager their own foreman their own construction master; And upgrade the Greentown hardcover standard, their acceptance, their own service; Own shop, their own marketing drainage; In addition, I am responsible for the supply chain procurement of hard and soft installation, and I design and develop products by myself.
Do it all yourself! This is the vast majority of traditional decoration companies will not do, not to mention the Internet decoration platform.
Everyone mention the construction team of the decoration industry, it is thought that this is the unspoken rules of the industry, are master apprentices, apprentices with their families, family with a village, there is work to do, no work to play, are technical workers, outsiders can not come, free and loose, do not accept standardized management.
Xuan Lu did not believe this evil, spend a lot of money to buy a project manager and his several foreman, let them become their own employees, with a unified standard training them.
In fact, for the construction team, the key is to have work, as long as they ensure their workload, to ensure their income, they will not save jobs everywhere.
Many Internet home decoration companies are reluctant to raise construction teams, just afraid of too much burden, afraid of too big risk; There are also fake support, that is, only give a social security, do not pay regular wages, it is still difficult to control, they do not regard the construction master as their own staff, so it can not be standardized.
How does this expensive team work?
You can say, the effect is very good!
Because the customer complaint rate of Meowsuit is less than half of the average level of the industry, it greatly improves the customer satisfaction rate.
But how do you keep your team motivated to work?
This is the second safeguard, they established 81 data acceptance criteria. Customers can accept, in fact, that is, the construction standards and construction time are accurate landing.
In case the customer still does not understand the acceptance, they also have a supervisor responsible for the quality of each project. The supervisor will also ensure the completion of the construction team with quality and quantity.
In addition, there is a series of standardized training for project managers and construction personnel to improve their skills.
Other companies also have these practices, but the core is not their own employees, if not their own employees, it is impossible to achieve high quality control.
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This may seem like a lot of good, but the revenue pressure is huge. Because you want to keep the builders working, you need to have enough orders.
Indeed, to keep up with orders, Meowsuit opened its own offline store, the first of which was a 1,600-square-meter experience store near the Xixi Wetland in Hangzhou. After the Spring Festival, the Xiaoshan Pavilion 2500 square Experience Pavilion (Xianghu Subway Station) will also open for business.
It was a big investment, but it actually started to make a profit two and a half months after it opened, and has been profitable ever since.
Because their in-store conversion rate is much higher than the industry's, at around 30%. Referrals from regular customers account for 30 percent of total sales.
Why do users come to their store and place orders?
The mapp is the 101 personalized designs of Meowsuit. They have a standard package of 129,800 yuan (the package includes soft and hard clothes, which can be carried), including 101 warm designs. This is a warm decoration design scheme refined and developed specifically for the life habits of the post-80s and post-90s:
To take a small example, young people nowadays like to lie on the sofa or lie in bed to play with their mobile phones. When I was playing, my mobile phone ran out of power, and the socket with traditional decoration could only be played with pout or hunched back, which was extremely uncomfortable. Or pull the plug board everywhere, the trouble is not beautiful. The Meow suit was plugged into the wall and installed with a pull-out socket during renovation, ensuring that we were comfortable and lazy with our video game phones.
For another example, if the husband gets home late from work, in order to ensure that he does not disturb his pregnant wife, the plan is specially equipped with silent door locks, sound-proof bathroom partition, silent track curtain and so on, so as to ensure that the late husband does not disturb his sleeping wife or family members.
And so on, in the bedroom, bathroom, kitchen and other places gathered 101 intimate design, this intimate design is not a random copy of the standards of other homes, but dedicated to a team of 8 people, in the hard and soft details, grinding and development of intimate projects, so it will let customers feel very understand them, this understanding, is not seen in other decoration companies.
But will the plan model limit consumer demand?
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This is another innovation in the cat style.
Through big data research, they found that the personalization of users is mainly reflected in several main materials such as ceramic tiles, floors and cabinets. It is OK to provide more than a dozen or more than 20 choices in these projects. There are more than 200 SKUs in the meowsuit supplier library, which basically covers major famous brands.
Moreover, among their 16 suppliers, 12 are directly supplied by manufacturers, 2 are general agents, and the remaining two are supplied by dealers.
However, a Hangzhou city decoration company, why can directly with the manufacturers docking? Brand manufacturers have a specific level of channel strategy.
This is related to their working experience. Greentown E-commerce, the unit where they worked, has a perfect building materials supplier system. They have this relationship, so they can directly take goods from the manufacturer, and then integrate local service providers to take charge of the installation and implementation, as long as it is standardized.
If users want to add or delete items, each product is clearly priced, cheaper than the building materials market, everything is very transparent.
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In addition, there is a butler service, which is also the original creation of Meowsuit, the so-called butler service is a customer for a butler, the customer has a problem, directly to the housekeeper, with the foreman, with the project manager, with the supervisor when the communication is not clear, directly complain to the housekeeper, to solve within 12 hours, 12 hours can not solve, directly to the boss Xuanlu here to coordinate the solution.
Moreover, once the dispute caused a loss, directly in advance of compensation, this is also the industry's first.
Many decoration companies once signed a bill, the customer can not find the designer or customer service, leaving the foreman with the customer entanglement, originally is a small matter, has become a big thing, because the user feel no longer trust you this company, you put forward the solution, also always feel unreasonable.
The purpose of the housekeeper, is to establish enough confidence to the customer, the decoration period is generally very long, the need to butt things and endless threads, even the construction process will adjust the program, in three or four months, the housekeeper can contact at any time, at any time to solve the problem, this sense of security, can reduce a lot of disputes!
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Therefore, it seems that the mode chain of meowsuit is very long, and it is made by oneself from beginning to end. However, it can be controlled by oneself, even the most difficult construction team in the industry can own itself. This is the most difficult and the best basic skill, which ensures that other services can be landed; The 101 warm designs belong to product development and represent the quality of meowsuit. Soft and hard main material supply chain system, is the guarantee of the price, their gross profit can do half of the building materials market, so that they can make money, profit, win in the supply chain.
In recent years, everyone is talking about connection, think themselves as a connection, will naturally create value, but do not know, connection is the most primary Internet play, connection itself can not provide any perfect solution, just provide information symmetry.
Connectors need to make a whole set of solutions to solve users' pain points, rather than just becoming an information platform.
And once connected, you have to make everything transparent! Xuan Lu summed up the more than a year of entrepreneurial experience, deeply sigh, the so-called Internet decoration to provide users with the value of what is it?
You can not use the Internet to build a platform, in Weibo wechat Taobao Jingdong do a marketing, called the Internet decoration, you must first make the whole chain transparent, transparent price, transparent service, transparent standards.
When you are transparent, the integration solution will come out, and because you have completely deconstructed the entire industry chain, users will trust you more.
And you yourself will be lighter and easier to copy.
Now meowsuit, everything is made by oneself, of course, it is very heavy, but after transparency, it has formed its own three standard products: main material supply chain, design and construction standardization, marketing drainage transformation.
Then you can find cooperation with local city operators, and you just need to export solutions. Is this not an open platform and connection? And it's a higher quality connection.
It seems that the light and heavy transformation brought by the Internet is really mysterious.
