Over the past two years, there have been frequent "accidents" on home improvement platforms. Whether it is a well-known large domestic company, a large platform, or a small unknown company, they have dug numerous pits, making consumers miserable. Tmall's three-year home improvement and sales crown, but now it has become the king of "dumping pot"? PINGO International, which claims to be the first Tmall home improvement brand and has been the sales champion of the Tmall Double Eleven home improvement category for three consecutive years in 2016-2018, has been repeatedly blamed for failure to complete on schedule, poor decoration quality, and fraudulent cashback activities. According to a property owner in Jiangxi, the decoration in the house was “stopped†for a long time, the agreed completion time has passed, but even the decoration materials have not been met, and many negotiations with PINGO International have failed; Mr. Huang of Guangdong said that the decoration is even more There are many complaints. The renovation that was supposed to be completed in the first half of 2018 has been delayed to this day. PINGO International has also paid a large amount of money for the sake of continuing the renovation.  Not only that, PINGO International has recently been caught in a “fraud stormâ€. It is understood that since 2015, PINGO International's cashback activities have been wave after wave. Due to the high intensity and the large number of cashbacks, many consumers have participated. But now, the once-popular PINGO international cashback activity has long been "notorious" on the Internet: According to netizens, cashback has basically not been realized, and every time you ask customer service, it is "fooled" past.  PINGO International Decoration Cashback Event · Event Poster In addition, the big pit in the decoration industry-running door, also happened in PINGO International. On December 23, 2018, Samsung Pingo Decoration Co., Ltd., a subsidiary of Guangdong PINGO, located at 35 Square East Road, Yibin City, Sichuan Province, had a money evasion incident. The amount of decoration owed to workers reached about 6 million. Raising the banner to defend rights has caused greater public resentment on the ground.  Under the pressure of public opinion, on May 3, 2019, the "PINGO International" public account, which had been suspended for more than half a year, pushed "A brave broken wrist!" ", In the article for the first time mentioned the difficulties of PINGO International's management, and the next series of burden reduction and transformation strategies. However, when consumers actually talk about PINGO international color change, PINGO International's "revival" is a long road ... Numerous property owners have lost their blood, and home improvement companies have gone "new" and "old". Even a large company like PINGO International will "scramble the pot" and run away, and the situation of small companies will not be much better. News about home improvement companies running almost filled the entire network, and even home improvement companies "run" can no longer be regarded as news. According to rough statistics, the number of large home improvement companies that closed or ran in 2018 alone exceeded double digits. Some people in the ceramics industry said that many home improvement companies now have problems with their capital chains. Larger ceramic tile distributors in the market have more or less money owed by home improvement companies; according to Wuhan Real Estate Information Network, Wuhan alone There are more than 4,000 registered decoration companies, and there are more than 1,000 closed every year due to poor management.  Attached Form In addition to the overdraft of the trust of home improvement companies without limits, consumer patience is also falling apart. Right now, home improvement accidents still occur frequently, and the interests of thousands of families are not guaranteed, and people complained ... In 2018, Suzhou Rising Sun Decoration Company went bankrupt due to poor management, resulting in the suspension of many home renovation projects. There are about 90 in Kunshan alone, involving more than 30 million yuan in renovation funds; In May 2018, Zhejiang Ningbo Lemon Tree Decoration Company ran on the road, the amount owed reached 10 million yuan, and more than 100 owners and construction teams suffered heavy losses; In June 2018, Zhongshan Shengjing Decoration Design Engineering Co., Ltd. closed its doors and the boss did not know where to go. Not only did the decoration workers get no money, but more than 10 homeowners wanted to cry without tears; In May 2019, three consecutive decoration companies in Fuzhou closed down within a month, and the amount of money involved in the case reached 10 million. A few years ago, the home improvement field, which was still in "a great period", is now losing ground. At that time, some of the famous brands were even regarded by consumers as the pinnacle. The home improvement platform is unreliable and repeatedly criticized. Why? Looking at the field of home improvement, why is it that the roll-out is unpredictable? The author believes that the reasons are as follows: 1. Low threshold for house-building businesses, which makes market supervision difficult According to people in the decoration and decoration industry, the threshold for entering the home improvement industry is low, and it usually takes only more than 100,000 yuan to set up a decoration company. In the daily operation process, the home improvement company only needs to obtain the licenses from the industry and commerce, taxation and other departments to start the operation. Relevant government departments have fewer people and more work, and lack management binding force on home improvement companies. Once these small home improvement companies run out of the capital chain, it is very difficult to recover the money. 2. "Hype" has become a common practice, lacking offline control A close look at the home improvement market, we will find that the big home improvement platform likes to engage in gimmicks, making activities, and bragging about strength and grade, but the lack of control offline, the strength cannot catch up with reality. Take PINGO International as an example. In recent years, large and small awards have been soft, but due to its insufficient operating capacity, it has not integrated a valuable supply chain, and the management of franchise chain companies is not in place, resulting in frequent accidents. 3. Price wars are common and profits are decreasing In order to grab business, price wars often break out among home improvement companies. Some home improvement companies usually use low-cost temptation strategies to attract owners to sign contracts. However, some home improvement companies and home improvement platforms lack strong financial strength. The cost of construction sites, building materials and wages of workers only increase, and the funds are tight. The capital chain is likely to break. 4. The industry reshuffles and the improvement of home improvement service requirements Under the trend of consumption upgrade, the market has put forward higher requirements for home improvement companies' products, services, brands, social responsibility, and soft power construction. This makes the team and services of the home improvement company need to keep pace with the times and transform into a professional and systematic enterprise. However, the top level of some home improvement companies is not high in multiculturalism. They are interested in their immediate interests, and their service capabilities have not been improved in time to keep pace with the times, so they have been eliminated. The home improvement industry is already "chicken feathers", dare to ask where is the way? Nowadays, for the home improvement industry of "one place of chicken feathers", how to effectively limit the continued appearance of running doors is an urgent problem to be solved. Responsible and quality decoration industry has become the obligation of home improvement companies to fulfill. How to end the chaos and change the current status of home improvement companies? First, avoid vicious competition and return to user value. Competition in the industry is common, but competition in the home improvement industry is more about engaging in activities and price cuts. It can be done twice or more at a time. After a long time, the company will overdraw. Once the vicious competition in the name of low prices spreads in the home improvement industry, it will inevitably make everyone unable to eat. And the lively consumers looking aside, it looks like they have made a profit. In fact, raising tigers is a problem. Once the home improvement company can't support the road, everything is a bamboo basket. The core point of home improvement services falls on user value, improves standardization and service transparency, and provides consumers with a more cost-effective and quality home improvement experience by improving efficiency. Second, focus on the construction of offline construction teams. The low quality of home improvement incidents exposed by consumers shows that many home improvement companies do not have enough knowledge about the quality of the construction team. Basically, they sign the contract at the right price and then hand over to them for decoration. There is no acceptance standard and no clear responsibility to whom. In the long run, companies must build their own construction teams, or use professional third-party service providers to make the quality of home improvement landing more controllable, so that home improvement companies can truly gain consumer reputation.  Finally, and most importantly, the most important thing for a home improvement company is to be able to summarize the core value proposition of the company. The author interviewed an expert in the industry, Mr. Tang Ren, and he said that the home improvement company must solve the following three problems: tell consumers "Who are you?", "What is the difference between you and other home improvement companies?" And "Can you provide me with What a unique service? " Doing home decoration requires patience and effort to embroider. If you want the home improvement company to operate for a long time, you must adhere to this core value proposition for a long time, and then you can establish the core competitiveness of the enterprise, stand out from many home improvement companies, and become the first choice of target customers. In a nutshell, the home improvement industry should abandon the exaggerated and aggressive business methods of the past, return to its original intention, and cultivate its internal strength. Whether it is Internet + or + Internet, creating your own "irreplaceability" and returning to the user experience is the road that needs to be cultivated.
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