When is the consumer willing to pay for the “aesthetic” of the home?

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When consumers talk about the pain points of home improvement, a lot of it is about the home improvement company’s material and price tricks, construction services, etc., not too much attention to design, aesthetic attention, and few people’s aesthetic performance of the home Particularly sensitive. When will consumers be willing to pay for the home?

Some time ago, they have been doing various market research to verify various assumptions about product development and business models. Further deepen the needs of consumers, so as to provide a practical reference for brand positioning, product planning, format and experience design.

A very important assumption in the survey is, “What is the biggest user value that Big Home can offer to consumers? Of course there are two most important aspects, which are made by the big home products themselves. The overall decision: First, the one-stop shopping and peace of mind; Second, the overall design and matching of the aesthetic upgrade.

Among these two core values, one-stop shopping is not difficult and has become Trends, and aesthetic upgrades will be a long-term need, and implementation is also a long-term process that cannot be achieved overnight. Why do you say this? Because the long-term faults and lacks of Chinese aesthetic education have led to the collective unconsciousness of Chinese consumers in aesthetics: not people do not pursue aesthetics, but have no concept of beauty. Today, with the improvement of the material and cultural living standards, the public’s aesthetic identification ability has been improved (knowing what is good and what is not good), but the aesthetic creation ability (how to match it is not enough) is not enough.

So, who will provide the satisfaction of aesthetic needs?

Home improvement company? Obviously not; is it a full house custom enterprise on the market? If the (original) home improvement company and the whole house can be customized, there will be no such new species as the big home. In the previous article about the big home series, we defined “what is the big home” —— the process of consumer decoration home as the main line, the products (services) required by each process as a unit, across three In the field of more than three products (services), we can call it “big home.” At the same time, this picture also shows the types of companies currently participating in the big home market competition. The most common expression of the big home is to realize the extension of the single product to the multi-product, and the individual customization to the whole house customization upgrade, which also includes the home improvement company that provides the whole package.

Why do home improvement companies and whole-house custom companies fail to meet the aesthetic needs of this core user? Because of the three things in home decoration —— design, construction, materials (products) long-term split, the home improvement company is responsible for the measurement room and renderings design, the material supplier is responsible for product measurement and design, it seems that everyone is providing design, but no one Providing a holistic aesthetic, but to grab their own orders, but no one has the overall design and aesthetic ability. It is reasonable to be able to shoulder this important task. Only the products of the big home and big home are not spatial planning and design, not a certain type or two types of items, but a complete space aesthetic solution.

However, in an in-depth interview with several middle-line and new-tier cities, we found Consumers’ reflection on the aesthetic issue is not strong. When we asked, “What are the pain points in the process of renovating your new home? A lot of it is about the home improvement company’s material and price tricks, construction services, etc., not too much attention to design, aesthetics and more attention. . In the guiding question of aesthetic needs, such as “Which stage do you usually look at, visit, and choose furniture,” when you think of decoration, the most important keyword you think of, “What do you think of your home?” When two spaces must maintain the same style and other issues, few people are particularly sensitive to the aesthetics of the home.

This is unexpected and in fact unexpected.

It is unexpected, because the research is to a great extent, with the purpose of understanding the aesthetic needs of consumers, when the result is that consumers seem to be too careless about this, it is a bit unexpected .

It is expected that this result can be understood and explained very well. It is not that aesthetics is not a pain point, but that it reflects the aesthetics of the Chinese people mentioned above. Aesthetics and so on may have made great progress in recent years, but there has not been a big improvement in home. Moreover, because the pain points felt by consumers during the hard-wearing process are too strong, they also cover up the aesthetic problems to a certain extent (not without aesthetic pain points, but at present, the decoration construction service and quality is a greater pain point) .

Mr. Cai Yuanpei said: A nation without aesthetics is ignorant of good and evil.

The painter Mr. Wu Guanzhong once said: Today there are not many illiterates in China, but there are many blind people.

The aesthetic upgrade of home consumption is not a false proposition. Consumers must have a home with more design, personality and beauty. We firmly believe that the aesthetic needs of consumers must be awakened; we also believe that The essence of home consumption upgrade must be an aesthetic upgrade. The satisfaction of aesthetic needs is a big home businessThe largest and most core user value that can be delivered to consumers.

The rule of the market to measure the value of all companies is the value of the users created by the company. Every good company has a different core value. The most important thing for every company is to position the core user value creation, then define how to measure it, and then build its own organizational capabilities around it. For example, Haidilao is built around the system of “good service”; McDonald’s is built around “to build the system, and the entire organizational capability behind it is to “standardize and streamline”. Apple’s core value is to create the ultimate human-computer interaction experience, so it will sacrifice the “small” dimension; Xiaomi is the pursuit of the ultimate cost.

Big home furnishing companies need to position themselves to the aesthetic value of home consumers, and to build aesthetic creativity and aesthetic output. As long as the road is right, don’t be afraid.

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