Stay awed when others pursue speed.
In 2018, there were more than 100 chain home improvement companies in the Internet home improvement industry. In the eyes of the industry, this year was the first deep reshuffle year after the industry’s brutal growth. After the “Internet+” entered the industry, it did not To completely change the status quo of “big industry, small company” in this industry, under the capital push, some companies have excessively pursued scale and neglected the user experience.
Most of home improvement companies tend to make quick money. “The threshold of this industry is very low. Many companies think that as long as they receive the money, they will not pay the workers’ wages, and slowly pay the materials supplier a little money, and they will be able to earn money. The industry has been established since its inception. Since then, there has been a phenomenon in which buyers and sellers are not equal. The money is received first, and then slowly worked, so everyone is accustomed to emphasizing how much sales they have, how much they have received, and how large they are,” said Wang Qifan, general manager of Wan Chain.
In fact, in the early days of its establishment, Wan Chain, like most companies in the industry, rushed on the road to scale. In 2016, Wanlink achieved a business scale of 5,000 units. In 2017, it increased its growth rate to 300%, but it was followed by a decline in customer satisfaction.
“In the second year of the establishment, we found that not every site can be delivered to customers on time, and we continue to reflect on it, thinking that at that time we should sink our minds to build our own capabilities, rather than blindly pursuing scale.” Wang Qifan said that after Wanlian changed its strategy, Wanlian’s parent company is a brand enterprise, and Wanlian should be strong first to avoid a “trust crisis”.
Since 2018, Wanlink has gradually abandoned the sales-driven development mode and actively reduced the scale of its business, from the breakthrough of the “10,000” business in the peak period to the current 400-500 customers per month. Develop a development strategy based on the boundaries of your service capabilities.
With business managementFan said that after the continuous construction of the middle and backstage, the “optionality” became the focus of the addition of the 2019 chain.
It is understood that Wan Chain’s new products are composed of two self-contained packages + “super plug-ins”. Among them, the “Super Plug-in” is the “Product Selection Mall” option. In the Product Selection Mall, you can provide more “alternative products”, including the main materials and construction that are not included in the package, which are divided into Base products. X products, personalized construction items. Among them, each category contains 4 brands, each brand contains 3 products to choose from, these products are clearly marked in the mall, the corresponding supplement before the decoration.
Wanlan realized that it would be difficult or even weak to expand the scale if it could not standardize products and services. Wang Qifan said that the annual sales level of 400 million yuan is enough to maintain the stable and healthy development of the company, good cash. Flow status and construction that can continue to be invested in the company’s “infrastructure.” “Infrastructure” encompasses strong professional capabilities and management platforms and systems.
Wang Qifan introduced that increasing the customer’s personalized choice means that the service process has doubled. For this reason, the company has built a “10-percent” electronic mid- and back-office system in more than two years. “The system is not a closed loop, it means no meaning, it can’t be transformed into the true ability of the company.”
At the same time, the launch of “Product Selection Mall” also means an unprecedented surge in materials. In order to solve the rapid material distribution and logistics transportation, Wanlink has deployed a warehouse of tens of thousands of square meters in Tongzhou as a logistics distribution center. It also greatly enhances the service efficiency of enterprises.
In order to improve delivery efficiency, Wanxing also trained a group of enterprises to “install all-round workers” through training. Wang Qifan said that Wan Chain started doing this at the end of 2017 and early 2018. We need professional penetration. Through three months of training, three months of apprenticeship, and a layered selection test, the technically competent all-rounder is selected, and two workers can complete all the installation tasks of one house in three days.
The emergence of all-round workers has changed the industry’s workers to be responsible for the general operation of individual equipment, reducing the installation process of floors, doors, cabinets and other links. Not only improve the installation efficiency, but also reduce cross-operation, responsibility to people, reduce secondary damage, improve the quality of decoration. In addition, for the customer, it also greatly reduces the communication cost of the need to connect the different materials manufacturers at the same time, without frequent commuting to the site, saving time and worry. Up to now, there are more than 80 installed versatile workers in Wanxing, which corresponds to an order of 5,000 sets per year.
Introduction of “the law of the jungle”
The construction site is doing well. At present, people are still doing it. The system is only more efficient. The implementation of the standard depends on the decoration workers. In Wanlian’s view, delivery quality has become one of the core variables of differentiation among decoration companies, and decoration workers are the core of the core.
It has always been the word “regular” to fundamentally distinguish the decoration company from the road decoration team. However, the “inferior quality” facts that have been criticized in the market have caused many consumers to start to question. Where is the so-called “regular army” of home decoration?
First of all, in the Wanlian chain, workers can only hold certificates after passing the certification of theoretical examinations and practical examinations. The examination certification standards will combine data of three dimensions, including national standard landmarks, Vanke standards, and Wanlink sales records. Improve the entry barriers for workers and ensure that “good choices are excellent”. Second, in the daily management of workers, there will be a job training every quarter, and we will work hard to build a team of workers who always maintain combat effectiveness. Third, the implementation of the “red and yellow card” system, negative incentives for damage to customers’ interests and violations of company regulations, severe cases of suspension or even expulsion.
On the other hand, Wanlink introduces the “jungle law” into the worker order process, and achieves the survival of the fittest through healthy competition among workers.
Different from the traditional “single-sale” model of the home improvement company, the decoration workers who have been standardized and trained by the Wanxing standard can “grab the order” like a taxi driver.
At the same time, Wanlink set a set of scoring rules for “grab the order”, and calculated the corresponding “capacity” through multi-dimensional data indicators such as “quality, satisfaction, return order, after-sales maintenance, construction period, and menu bonus”. The score, the number of points and the ranking of the rankings determine the priority and profit of the workers to grab the order. This requires the decoration workers to continue to produce positive behaviors in these evaluation dimensions, and to take the lead in protecting the rights and interests of customers. This will result in a sufficiently strong incentive return.
Achieve the final elimination on the basis of ensuring that the order is relatively fair, fully mobilize the enthusiasm of the decoration workers and ensure the quality of delivery. The strength of the people, this is a cycle of “good money to expel bad money.”
Wang Qifan said that the home improvement industry is also a service industry, blindly pursuing scale, it sounds very uncomfortable, only returning to the essence of business, providing customers with good products and services, establishing a “word of mouth”, decoration this Business can only be done, in fact, this is a very simple truth.