In recent years, the “post-90s” and “post-00s” as the “indigenous people” on the Internet have gradually become the main force in home improvement consumption. The efficiency-oriented fast-paced life makes them tired of comparing home improvement companies, running the building materials market, and shopping home appliance stores... 

They are more enthusiastic about the decoration model of "shop around" looking for decoration companies on the Internet, and "finishing" the whole home in one place. Data shows that for home improvement, young people are more willing to lie at home and check information online, and the demand for "packing and decoration" is increasing.

The whole house is customized and "one-stop" decoration has realized the young people's idea of "just want to lie down, don't want to install". According to the reporter’s investigation, among the customers with “one-stop” decoration needs, more than 95% of young people from “post-90s” and “post-00s” accounted for more than 95%, while only about 40% of renovation companies in Harbin can provide “private customization” one-stop decoration service. 

As "one-stop" decoration has become the development trend of the home improvement market in recent years, and the decoration orientation and style aesthetics are becoming individualized, can ice city decoration enterprises meet the "lying clothes" needs of young people?

Refuse to "run decoration", "lying dress" young people ordering "one-stop" service

Nowadays, online "finding decoration" has become a choice for young people to reduce complexity and pursue efficiency. Data from the 2021 Renovation Consumption Trend Report shows that young renovations are more willing to look up renovation information online to find home improvement companies with a good reputation and cost-effectiveness. Among them, the proportion of Harbin "post-90s" and "post-00s" users searching for decoration materials and looking for decoration companies through online platforms is between 35% and 40%, becoming the largest network looking for decoration groups, and this proportion is showing an upward trend year by year. These young Harbin users will refer to user-side feedback such as the owner's diary and word-of-mouth comments to judge the quality of a decoration company. As the "post-90s" and "post-00s" who grew up in the Internet age, the daily lives of the "post-90s" and "post-00s" have been "inseparable" from computers and mobile phones since they were young, and they have received more Internet information, and they are more willing to use the Internet to assist their daily consumption.

In the process of looking for a "one-stop" decoration company, consumer Xiao Gu said: "Most of the Harbin home improvement companies found on the Internet package building materials, and a few can provide some choices of furniture and home appliances, but they are purely "one-stop". Services are not there yet. We need to buy lamps and curtains ourselves.” Xiao Gu said that there are home improvement companies in the south that provide a service model of “check in with a bag”. The bedding and curtains in the new house are also purchased by the home improvement company, which can serve all the details.

Pursue personality + intelligence, a new generation of customers focus on decoration and light decoration

Like Xiao Gu, there are not a few young people who “finish” all their home furnishings when they want to go to a place. In 2021, "one-stop" decoration users increased by 160% year-on-year. Cao Xianbo, president of Heilongjiang Interior Decoration Association, said that in terms of the demand for "one-stop" decoration services, Harbin "post-90s" and "post-00s" young users accounted for 95%.

"Young customers who come to the store for inquiries generally first ask if there is a'one-stop' service." According to Si Jingnan, design director of Heilongjiang Yeshang Decoration Engineering Co., Ltd., the company found through market research that users’ demand for “packaged decoration” has been increasing year by year, so the "private customization" service has been specially added. In addition to providing convenience for home improvement consumers, the “one-stop” “private customization” home improvement model also provides “fixed quotation” as one of the reasons why young consumers choose this service model. Si Jingnan said, "Unlike traditional decoration, the'one-stop' home improvement service locks the prices of products such as building materials, furniture and other products by consumers in the early stage, and makes the overall offer, which can make consumers'knowledge.'

Si Jingnan said that the "decoration IQ" of the new generation of young people is very high. "They have a lot of decorations and light decorations, and they can be simple. Whether it is a living room or a bedroom, young people demand the simpler the better. The overall effect of the house is mainly created by decorations and lighting.

However, the "one-stop" and simplified "laziness" that young people like does not delay their "precision" for home improvement.

"They know how to enjoy life, like early adopters, and have a unique understanding of fashion and aesthetics." said Gao Yu, manager of Harbin Huishu Decoration Engineering Co., Ltd., young home improvement consumers reject the same style of decoration, and prefer "yourself" and "niche" "Style. More and more young people pay attention to the development of office, social, leisure, pet and other functions in the process of home improvement. "There are young customers who want to make the bedroom into a 'grey wall and red brick' style, saying that taking pictures like this is very insane; some customers design a pet room specifically for their cats; and some customers request a leisure and fitness area at home... Yu said that young people nowadays think that the house is not only a place to live, but also a vehicle for them to show their individuality, socialize, accompany their family, enjoy life, and express their attitude towards life. They integrate their personal preferences and the pursuit of quality life. In the home improvement needs, let the home improvement company help them realize.

Tmall, IKEA and China Business Data Center (CBNData) jointly released the Post-90s Tmall Nest Home Livable Trend Guide, showing that fashion and beauty have become the focus of attention of "post-90s" consumers, with 70% of the young home improvement consumers recognize the sense of technological experience of smart homes, and four major trend keywords have emerged: "trend", "intelligence", "personality" and "worry-free".

In Gao Yu's view, the "precision" that young decorators emphasize is reflected in their home improvement personality, and it lies in their careful calculation of their investment in home improvement. "Accepting the "one-stop" service of home improvement companies and adopting simple decoration methods can save part of the decoration costs." Then, young people spend the money saved "lazy" on the purchase of smart appliances and environmental protection equipment to make the life more comfortable.

The service gap is large, and the ice city installation enterprises start the "value war"

"Post-90s" and "post-00s" have gradually become the main consumer groups in the home improvement industry. Their demand for personalized decoration style, home improvement efficiency, and service convenience is becoming more and more obvious, and the home improvement industry is promoting the home improvement industry from traditional decoration to multi-category integration and customization and "one-stop" service transformation. "whole house customization", "private customization" and "one-stop" decoration realize the "seamless connection" of the decoration process. The decoration workers do not have to wait for consumers to go to the market to select the main materials before construction, which improves the efficiency of home improvement and brings home improvement consumers a home improvement experience that saves worry, effort, time and money.

"Regardless of the main materials, furniture, home appliances, home improvement companies are cooperating with manufacturers, consumers get the 'factory price'." The reporter learned from home improvement companies that provide "one-stop" "private customization" services, manufacturers by adopting the "in-store" sales model, consumers can choose building materials, home appliances, furniture, etc. for home improvement companies, and the products are directly shipped from the factory to the customer's home. 

According to the calculation of existing decoration cases, consumers can save 10% to 20% of the decoration funds by choosing "one-stop" and other home decoration modes. The "supply chain + package output" model not only benefits the consumer, Si Jingnan said that for home improvement companies, the "private customization" service model is the same as the traditional model in terms of profitability, but as customers choose more projects, profitable projects have also increased.

"The 'one-stop' home improvement service has been in Harbin for 4 years, but there are very few companies that really realize the 'one-stop' service". Cao Xianbo said that Harbin currently only provides 40% of the companies that can provide "one-stop" home improvement services. However, there are basically no home improvement companies that can provide curtains, bedding and other household items such as pure "check in with a bag" model like southern home improvement company.

On the one hand, consumer demand is increasing year by year, on the other hand, it can increase profits for enterprises. Why is the “one-stop” service in Harbin still in a state of “gap”? According to the design director of Harbin Jiangnan Lijing Decoration Engineering Co., Ltd., to provide "one-stop" services, home improvement companies need to have a certain scale of business premises to display various building materials, home appliances, and furniture products. The rent of the venue has become a part of small home improvement companies that cannot provide the “threshold” of “one-stop” service. In addition, manufacturers that provide home improvement materials such as main materials pay more attention to the credibility and strength of home improvement companies. Companies with bad reputation will be rejected by manufacturers, and they want to provide “one-stop service”. There is no low-cost support from manufacturers for “stop-type” services, and consumers will not “buy it”.

Industry analysts believe that the occurrence of the COVID-19 epidemic has reduced the profitability of home improvement companies, and the demand for personalized decoration by young consumers makes it impossible for companies to "recover blood" by increasing home improvement prices or "low-price dumping". This requires companies to shift from a "price war" to a "value war". The demand trend of "one-stop" home improvement services will force home improvement companies not only to control quality, but also to ensure that they are customization, construction, and cleaning before check-in can satisfy users. Good reputation and "guarantee" for consumers have also become a "sword" for home improvement companies to compete in the market.

The reporter learned that at present, whether it is a home improvement company or a third-party platform or organization, they are using decoration deposits to “enlarge” themselves. At present, Heilongjiang Province is also exploring the "decoration deposit" service. Cao Xianbo said that the Provincial Interior Decoration Association has gradually started to publicize the main body information and qualification levels of more than 3,800 decoration companies in the province through the website, so that the Internet word-of-mouth will become the strongest business card of the decoration company, which is convenient for consumers to choose. Joint relevant departments to explore the "decoration deposit" to protect the rights and interests of consumers.