Some people say that the home improvement 1.0 era is the era of pure information exchange, while the home improvement 2.0 era is the era of online e-commerce. Now, the home improvement 3.0 era is the "ecological chain" of Internet home improvement. Door and window enterprises are one of the links in the ecological chain. In 2017, more and more people born in the 1980s and 1990s have entered the stage of settling down and buying houses. Personalized and energy-efficient living habits allow them to have more access to the Internet and try Internet home improvement compared to their parents. The development of the times has brought opportunities to categories such as doors and windows in the "ecological chain" of Internet home improvement, but the non-obviousness of brands has also created the current situation of "big industry and small enterprises".

After the "fever", Internet home improvement is slowly cooling down.

According to the latest statistics, in 2016, a total of 46 Internet home improvement companies obtained financing, with a total financing amount of about 3.871 billion; the total financing amount decreased by 28.4% compared with 2015. From the overall situation of the market, the time point for the full outbreak of domestic Internet home improvement has passed. Driven by the national "Internet +" policy and capital invasion, Internet home improvement has been at its peak in the past two years.

Not only have many small Internet platforms emerged, but even the big players have also opened up their own Internet home improvement platforms. Compared with the peak of the industry, there are very few companies that really want to do a good job in Internet home improvement. When most Internet platforms appeared, they strongly advocated that the platform has strong brand resources, house resources, designer resources, and even high-tech resources, but "the drunkard's intention is not the wine", and the ultimate goal is still "financing".

Looking through history, when a new category emerges, a large number of "pioneers" come from all directions, quickly grab all the benefits, and then disperse. In the end, what is left is the company that really calms down and focuses on doing industry, and they also have the best chance to become the leader in this new category. After the crazy "fever", Internet home improvement is slowly cooling down, and a new market pattern will also evolve.

The non-obviousness of brands has created the current situation of "big industry and small enterprises"

After the madness, where are the opportunities for Internet home improvement companies? Compared with previous years, under the promotion of the national urbanization policy, more and more rural population outside the city have been adjusted to urban household registration, and the emergence of a large number of urban residents has also driven the increase in housing demand. After a large number of people migrate to the urban area, a large amount of sales and demand will be derived. In addition, the down payment of the provident fund has been adjusted from 30% to 20%. The country's destocking is very obvious. Home improvement is in the downstream of the real estate industry, and the market hoe brought by destocking will be very large.

However, looking back at the current status of the industry, "big industry and small enterprises" is the main feature. The entire home improvement industry has a market of 4 trillion yuan, which is a large plate, but there are few big brands in it. There is no very obvious branding of building materials on the Internet home improvement. Many brands are promoted through advertising, but there are few brands that really make people feel that they must buy a certain brand when buying a certain category. The non-obviousness of brands has also created the current situation of "big industry and small enterprises".

Looking at the development of China's door and window industries, from brand owners to dealers, and then from dealers to decoration teams, after going through layers of thin skin, the uncertainty of the brand that customers can reach is increasing, and even the hidden factors inside are beyond the control of customers. There are countless cases of customers being cheated by decoration contractors and decoration scams. The confusion of the channels that directly contact customers has also created an industry dilemma.

In the era of Internet home improvement 3.0, how can door and window companies play their roles well?

In the past, many companies could sell goods by taking a picture and posting it online. This era has long passed. Customers need to understand the quality and even the touch of the products more realistically. This series of needs is also forcing door and window companies to transform. As a result, many traditional companies have tried to connect with Internet finance to realize online payment, and even directly visually reach products through software such as VR, rather than just providing a picture. This is also an industry progress.

In the 3.0 era of Internet home improvement, even if it is subdivided into a single category, we can also see the comprehensive upgrade of consumer demand. From the original standard home improvement to the current personalized customization, consumers tend to look for personalized products. In addition, in the smog environment, consumers also pay more attention to the health of their home life and are willing to "pay for it". Only by adapting to the needs of Internet home decoration better and faster can door and window companies play their role in the Internet home decoration "ecological chain" that connects many home categories.