This concept derived from science fiction is popular at home and abroad. Some people are holding “meta universe” seminars, some have gained tens of billions of market value due to the concept of “meta universe”, and some are worried and lamented: “Meta universe” is really not Self hi?
It seems that no one can tell what the “meta universe” is, but no one can deny that the “meta universe” has indeed shown a new path to the bottlenecked Internet . The only problem is that the “meta universe” shouldn’t be just a concept, but a way to connect it with the real world and build this virtual world bit by bit.
When we rethink reality from the perspective of “meta universe” and collide the virtual concept of “meta universe” with home improvement in the real world, what kind of chemical reaction will occur?
The “pain” of home improvement
Let’s turn our eyes to reality first.
Nowadays, young people are more and more concerned about themselves and value their living space. On a social platform, nearly 400,000 people gathered in a group called “Please come and visit my room.” Here, both the renters and those with houses are showing their homes in the form of words and pictures, and “visitors” will also leave praise or constructive words.
Under the column of “Decoration Records”, a netizen shared her experience: a lot of decoration cases and home improvement elements were seen in the early stage, and then through friend introductions and home improvement platform recommendations, they contacted 5 designers before and after. It took three months for the design stage, and finally began to buy materials and construction.
Here, there are many “decorators” like her, who are looking for someone in each link, spending five or six months on it. For young people who want an ideal home life, decoration is a major event in life, suffering and happy. “Decoration is really too exhausting,” someone said with emotion.
In fact, very early on, some people tried to use the Internet and such “virtual” approach to science and technology to solve this real problem, and thus was born Tuba rabbit , regulating the family network and other Internet companies and home improvement cool house music and other home design software . Today, it has been six years since the “first year of Internet home improvement” (2015), but a large number of old problems are still left, and the fundamental iteration of user experience has not been achieved.
What’s the reason? Looking at the financial report of Qijia.com (Qi Yi Technology, HK01739), the only listed company in the industry, its revenue in the first half of this year was 524 million yuan, of which SaaS and extended service business revenue was 309 million yuan, accounting for 59%.
For example, in the previous article “Internet Home Decoration is a false proposition?” According to the analysis, “The business model of Qijia.com and Tubatu is rooted in a core logic, namely traffic sales.” Although users (C) and decoration companies (B) are the two ends of the service, they are more inclined to B, not C.
This is understandable. After all, the transformation of the upstream and downstream industrial chain starting from the C end is difficult and profitable. After a long time, it is simpler and more profitable from the B end. A little bit of penetration and transformation of the entire industrial chain from the B end is also a possible option.
So, is there a straight-line transformation path starting from the C side?
In the past two years, a new batch of participants have entered the market, leading the industry into the “Internet Home 2.0 Era”. Compared with the first wave, they generally have a larger background, a higher starting point, and a greater “ambition”, either from the C end, or directly from the B and C ends at the same time.
The reason why Internet Home 1.0 gradually leans towards the B-side is that they are trapped in traffic. And when Internet giants with huge traffic pools enter, they naturally have a wider road.
Just like Ali’s every flat and every house, in addition to its own APP, it also has its own channel on Taobao; during the Double Eleven period, consumers will choose from the main venue design, good goods, smart manufacturing, and good decoration. The 3D model room, AI customer service, evaluation on the wall, marketing interaction, decoration of my home and other content display entrances in the middle, can all be linked to every flat and every house.
Compared with the first wave of participants, what changes will these promising participants bring to the industry? What new direction will this industry lead?
In addition to more involvement in the C-end, the second wave of participants has another feature, that is, either the C-end cuts into an area that has not been paid attention to before, such as home improvement and home furnishing content, or takes the whole chain penetration route, and integrates users, designers, and home improvement Companies, home furnishing companies, etc. have all been included in the transformation chain.
With the digital penetration of the entire chain, home improvement and home furnishing can leap into the virtual world and enter a brand new space.
Fire of “Meta Universe”
“Meta universe” has burned to the home furnishings.
Gaming is considered to be the industry closest to the “meta universe”. In “Top Player”, the world “oasis” where the protagonist and his friends struggle, exists in the game; in “Summer Battle”, the artificial intelligence system just wants to enter the real world from the virtual world “OZ”. (OZ refers to the virtual network, which covers public services such as e-mail, electronic wallets, and intelligence search. It is a hypothetical city that is popularized in every corner of the world just like reality.)
The reasons why the game is bound to the “meta universe” are: first, a large number of technologies such as VR, 3D, and virtual reality are used; second, there is a certain world view and setting of the scene; third, there are a large number of people and objects…
In fact, these factors may also exist in the home improvement industry. The popularity of house and courtyard layout games such as “Dream Garden” means that people are happy to have their ideal home in the virtual world. So, with 3D, VR, AI and other technologies, is it possible for people to realize this dream?
The answer is yes.
Open the App of Every Ping and Every House, locate your own community, lock your own house type, choose your favorite decoration style, use 3D rendering, and see the design plan in a few seconds. Click on the design plan, you can change your favorite household products like in “Dream Garden”, but there are only two or three choices in the game. There may be hundreds of different kinds of beds with a Japanese style design.
Relying on 3D, AI, rendering and other technologies, this kind of “game” experience is ubiquitous. From product search and mainstream product links to stores, detail pages and after-sales, based on “My Home”, almost 70% of home furnishing products have turned to 3D interactive scenes. In the 3D model room of home furnishing products by hand, a sentence of evaluation It can be “on the wall”, just like a text broadcast in the game world.
Businesses, designers, and consumers only need to shoot a short video with a mobile phone around a piece of furniture they like. AI intelligent design is based on AI deep learning technology, 3D technology, and real-time rendering technology to complete the 3D construction of the piece of furniture. mold. With the 3D model, through the use of in-depth sequence generation technology, the whole house can be designed with soft and hard interiors.
How can the “world” be real? Of course, it is a complete copy of the real world. A complete home furnishing “meta universe” must include all the industrial chains, and all individuals on the chain have the “key” to enter the “world”, which is exactly what the To B+C model of the Internet Home 2.0 era shows The greatest possibility is to move towards the “meta universe”.
In addition to the C-side traffic advantage, the new wave of entrants backed by the Internet giants also have a huge resource advantage. Backed by Ali, the scope of services per flat per house runs through the industry chain, including consumers, home improvement merchants, designers, decoration companies, MCN agencies, home furnishing experts, real estate service providers and other industry upstream and downstream players.
By opening up the digital commodity supply chain with Taobao and Tmall, it can link to a large number of home furnishing and home improvement suppliers. At present, there are more than 50,000 cooperative merchants, with more than 1 million real 3D models of all categories of goods; access to 10 million registered designers worldwide.
More importantly, this “world” is realistic again. A designer’s drawings can exist in a virtual space or directly land in the real world; merchants’ products can upload virtual models, or they can enter consumers’ homes directly.
“Virtual” and “Reality”
“Meta universe” not only changes the C-side experience, it also has more contacts with reality.
Like consumers, designers, decoration companies, and home furnishing companies are also “difficult”. One is that it is difficult to find customers, and the other is that it is difficult to “cooperate”. The home furnishing industry is highly discrete and the chain is long, so each link has learned to “group together”. For example, designers will bring their own decoration companies, such as decoration companies will cooperate with home furnishing companies.
Among the 5 designers that the above-mentioned netizens have contacted, 4 are with decoration companies. In addition, some people chose the designer he worked with because they trusted the foreman.
This kind of cooperation has advantages and disadvantages. Of course, the advantage is that as long as a customer comes in, the partner can have an order; the disadvantage is that the partner may also have a mismatch. For example, some design customers are very satisfied, but they have opinions about decoration and home furnishing.
What are the reasons for the “bitterness” in the home improvement industry? With the admission of new participants such as every flat and every house, we rethink the industry, and we can find that the problems are concentrated on “people” and “goods”: “people”, one is users and traffic, and the other is service standardization; “Goods” refers to household and home improvement products and materials.
At one time, a booklet entitled “118 Processes and Standards in the Renovation Link” was circulating on the Internet, which shows how difficult it is to standardize services. One of the most important tasks of platforms such as Qijia.com and Tubatu in the past few years has been to standardize processes, standardize supervision and accompany signatures, and set up an evaluation system to standardize service providers. But from the perspective of consumer experience, it still has a lot of room for improvement.
As for “goods”, it is even more a big problem. Generally speaking, home improvement will include building materials, furniture, home appliances, home furnishings and other commodities. Except for home appliances, all of them show the characteristics of “large and scattered”, especially building materials, and consumers have limited understanding. In the past two years, Qijia.com, Tubatu, etc. have deployed upstream building materials and home furnishing products, and they hope to solve this problem.
“People” and “goods” happen to be good at the Internet. In the past ten years, China has basically realized that everyone is connected to the Internet. Among them, Internet top platforms such as Ali have precipitated nearly 1 billion users and needs, linking tens of millions of SKUs, and from the product evaluation system, seven days without reason to return to the store. Score and establish a complete set of service standards and systems.
This gives participants in the Internet Home 2.0 era a natural advantage. Backed by Ali, every flat and every house has a flow pool and a commodity supply chain: designers, decoration companies, and home furnishing companies can rely on Ali’s flow pool to obtain orders; relying on the real 3D model of Ali’s digital commodity supply chain, designers There can be zero difference between the design and the actual presentation, allowing consumers to “what you see is what you get” and even know the precise budget figures in advance.
“From the cooperation to the present, according to my estimation, online ordering has increased the conversion efficiency by at least 20%.” “The quality of users coming from here will also be higher.” Bosch Thermal Power , headquartered in Germany, has experienced the energy of Alibaba’s traffic pool. One of the company’s companies, in August this year, it began to cooperate with Every Ping Every House.
Information opacity is the biggest pain point in the home improvement industry. “Generally, the price of the whole decoration company is 100,000-150,000. Even if the initial price is 50,000 or 60,000, the final price is more than 100,000”, a very experienced “decorator” shared road. The big difference lies in the “goods”.
There is a “decoration list” on every flat and every house, and you can choose building materials and commodities in different links. For example, the renovation of old houses is divided into 11 links such as structural renovation, pre-installation booking, and water and electricity stages. There are commodities with a fixed price under each link. choose.
By decomposing and transparentizing the processes of “people” and “goods”, and the whole chain goes to the cloud, this industry will truly get rid of the original shadow: first, the consumer experience of end consumers is improved; second, upstream designers, service providers , Building materials and home furnishing furniture manufacturers are no longer disorderly “involved”, they can concentrate on high-quality development.
Regardless of online or offline, most designers are carrying sales tasks, that is, “bringing orders” to decoration and home furniture companies. In the huge traffic pools such as Ali, they are pure and can only consider how to make better. , Consumers are more satisfied with the design. Similarly, furniture and home furnishing companies can produce products that are more in line with consumer preferences through digital feedback.
Downstream integration, upstream decentralization, starting from “people” and restructuring with “goods”, by providing digital entrances for consumers, designers, decoration, building materials, home furnishings, furniture and other links, home improvement and home furnishing has entered an equal right, everyone Can roam freely in the 2.0 era of reality and virtual world.
Opening up technology and rebuilding rules may be what the current “meta universe” needs to consider.
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