Behind the "upgrade and maintenance" of free products, the business of home e -commerce is not easy to do

China Business Daily (Lei Kexin) Recently, Ziru's home e -commerce platform has released a "store announcement", which announced that it will upgrade and maintain the Ziru Youpin Mall on August 30 this year. On the shelves. At present, the furnishing market is fiercely competitive. Why is the free product adjusting at this time?

Mall "Upgrade and Maintenance"

According to the announcement issued by Ziru Youpin, the new mall will adopt a new system. At that time, users will not be able to use the original rights and urge users to use their rights as soon as possible.

China Commercial Daily reporters browsed Zi Youpin Mall and found that compared with similar products such as Taobao, Pinduoduo and other platforms, most of the malls in the mall have high prices, and it is difficult to see the price advantage. In addition, many self -operated furniture, such as bed racks, mattresses, wardrobes, etc., are displayed in the state of "out of stock" and "removed".

It is understood that in June 2016, Ziru launched free product services, mainly selling dishes, home textiles and other softfield products, and tied with cleaning and moving services. Furniture such as bookshelves, tables, mattresses and other furniture will exceed one million yuan in sales in only three months; in August of the same year, Ziru Youpin launched WeChat online shop applets, regular online products, including home appliances, tableware and other categories; In the month, Ziru Youpin announced that it will create a series of theme houses to provide more home scenes for tenants.

For the adjustment of Ziru Youpin at this time, what new changes will it bring after the mall upgrade, when the mall is re -launched, etc., the China Business Daily reporter has contacted the free aspect, but as of the press time, it has not received a reply.

User cognition is not high

As a professional long -term rental platform, free user activity is free. China Business Daily reporters found that in some Android app stores and iOS stores, the free download volume is at the forefront. However, many free tenants have said that they have never heard of the platform of Zirou. Ms. Wang, who lives in Huilongguan, Beijing Huilongguan, told reporters, "I have moved three times in Ziru. I usually use the cleaning and maintenance function on the free APP. I don't pay attention to the online mall."

Why is the tenant's large base, but its home platform has no higher awareness? Chen Liteng, a digital life analyst at the E -Commerce Research Center of the Internet Scriptures, told reporters that although rental and home is a major category of real estate, rental and home are completely different business logic. A series of factors such as after -sales and other factors, the professionalism and cost investment required for high investment. In addition, coupled with the layout of vertical home furnishing brands such as the comprehensive e -commerce platform and Red Star Macron, Meilele and other vertical home furnishing brands, users have formed consumption habits, which is not easy to change.

intense market competition

With the acceleration of the Internet of the home market, consumers' preferences have intensified layered differentiation, and the competition in the home e -commerce market is becoming increasingly fierce.

The "2021 Home Service Industry Analysis Report" jointly released by the Master Platform and the National Federation of Industry and Commerce Furniture Decoration Industry Show shows that due to the influence of e -commerce shopping festivals such as "Double 11" and "Double 12", the orders for home products last year were mainly concentrated in the first year. 3. In the fourth quarter, under the strategy of continuously rendering discounts and focusing on marketing on some comprehensive e -commerce platforms, the sales of multiple brands of residential furniture category reached a new high, becoming the main driving force for the increase in the transaction amount of household e -commerce.

At the same time, traditional home brands are also accelerating the transformation and upgrading. Through the combination of online digital marketing and offline new retail layout, the market continues to expand the market. The annual report shows that Last year, Red Star Macalline realized revenue of 15.513 billion yuan, an increase of 8.97%year -on -year; the real home realized revenue of 13.071 billion yuan, an increase of 44.88%year -on -year.

A senior person in the home industry told reporters that at the new retail track in the home, there were IKEA, Red Star Macalline, and Taobao and JD.com. More and more home companies focus on layout online channels. In addition to relying on traditional promotional methods, major e -commerce platforms are continuously tap new traffic and promote the transformation of content fields to consumer venues. If you do not occupy an advantageous position in these aspects, you may face more challenges in the future.

As for how to achieve breakthroughs in the home layout of such a housing and buying platform, Chen Liteng suggested that the route of the platform first, attract high -quality home brands, subtly change the user's consumption habits, and then consider self -employment after the timing mature.

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