Internet giants are already in the game.
Recently Browsing home and furniture products on JD.com’s main website, I found that a new one is added under the homepage-more channels-quality life section. “ Jingdongjia ” channel, JD described it as “what you see is what you get.”
Jingdongjia mainly solves the entire process of home furnishings from design consultation to matching purchases. Content masters and designers will first select good home furnishings for matching on the platform. Create a “model room”, users can select and compare through a large number of matching schemes. After confirmation, you can purchase a full set of home improvement products directly under the “model room” page. In addition, , users Using the “AR Pendulum Look” function, you can also project home products through your phone ’s camera and watch them in your own home. Color, observe details.
Screenshot source: Jingdong family
I understand that JD.com ’s business is led by JD.com ’s home life business department. It is planned to be officially launched on January 7. In addition to meeting the scenario-based distribution, JD.com will also build An online professional design platform that provides one-on-one design services.
The pain point in the traditional home shopping mode is that although consumers can access the real home goods, they cannot intuitively perceive them.In most cases, the selection is based on “feeling”. Consumers with decoration design needs to repeatedly communicate with the store, which will take a lot of time and energy. For the sinking market, it is difficult to find a suitable design. The division became the first road rover in home improvement.
These pain points together have promoted the rise of the Internet home improvement industry. It is not just JD. Internet giants such as Ali and Tencent have already entered the game. Ali not only has Taobao’s “very home” business, but also owns a stake in the home and holds more than 20% of the carpenters; Tencent has become a strategic partner with Red Star Macalline to cooperate in the new digital ecosystem of the home industry.
Jingdong In the new business of JD.com ’s new business, a new idea was proposed: Transforming traditional single-product shelf sales into scenario-based shopping guides, Designers and masters choose the list of home and good products, and provide intuitive home plan matching options. Consumers with decoration design needs can make appointments with designers on the platform, complete online demand communication, plan modification and final design delivery, which can effectively reduce decoration. Design communication costs and purchase costs; online one-to-one consulting services that break geographical restrictions can actually reach more consumers in sinking markets.
Overall, Jingdong ’s new D2B2C business model not only moves offline “IKEA” to online, but also solves the problems of separation of design and implementation under traditional decoration mode, and separation of purchases of different categories. It also forms a closed-loop ecology of home appliance business from design to supply chain.
A report released by iiMedia Research in October 2019 shows that the size of China’s Internet home improvement market has reached 344.19 billion yuan in 2018, is expected to reach 386.17 billion yuan in 2019, and will exceed 4000 in 2020 100 million yuan.