The author | Bai Qian
Edit | Tsukimi
With the acceleration of the urbanization process and the increasing busyness of modern social work and social interaction, the pursuit of service consumption by modern families is also constantly improving.
In the view of Miao Qin, vice president of Jingdong Group and president of the life service business group of Jingdong Retail Group, the five keywords of service-oriented consumption upgrading are "quality, professionalism, comfort, convenience and efficiency". Through the "goods + services" model, JD Life Services is connecting users' communities and work-life scenarios, thereby promoting the upgrading of consumer-oriented services.
Behind the service upgrade is the rapid rise of the market volume of service-oriented consumption.
Taking domestic service as an example, Fastdata data shows that in recent years, the market size of the domestic service industry has continued to grow, and in the first quarter of this year, the size of China's domestic service market reached 307.1 billion yuan, equivalent to 58% of the whole year of 2019. According to ai media consulting data, it is expected that the size of China's national government service market will exceed 1 trillion yuan in 2021.
The reason is that, on the one hand, after the gradual improvement of material consumption conditions, consumers are no longer satisfied with simple material consumption, but invest more budgets in entertainment and social fields. This is also an important reason for the increase in entertainment facilities in large shopping malls in recent years, and the rise of the concept of "third space" in industries such as water drinking and leisure. For housework that takes up more time, consumers are more willing to "outsource" it to enjoy more personal free time.
On the other hand, the division of labor in modern society is becoming more and more specialized. Taking catering consumption as an example, among young people, buying vegetables and cooking is no longer the only choice for life, and products such as takeaway, prepared dishes, and instant food enrich the catering choices of young people and save time costs for young people. Hiring professionals to manage daily labor such as household cleaning is also in line with the characteristics of the division of labor in modern society.
At the same time, changes in the demand side are forcing the market supply adjustment and transformation, how to promote the upgrading of domestic services, and then seize consumer demand, has become the primary problem facing the domestic market.
01 From extensive to specialized
A consumer recalled the domestic market in the early years to "New Entropy": "It is more dependent on mutual introduction, such as relatives and colleagues whose aunts are more reliable, negotiate the price, introduce them to the home, and be a domestic aunt for a day." Generally, it is a busy dual-career family and a high-paying family, and there is no time to take care of the home, so the demand for housekeeping is relatively large. ”
In addition to the introduction of acquaintances, the main body of traditional domestic service is mainly domestic service company and intermediary company, the former manages domestic service personnel, the latter provides information matching services for both supply and demand, and collects intermediary service fees from customers as a source of income.
This traditional housekeeping service business model has many drawbacks. For example, the domestic service project is single, the turnover of personnel is large, and it is often unable to meet the more needs of customers. The smaller size of the enterprise and the scale of profits also make it impossible for domestic companies to undertake more business training. As a result, the overall quality of traditional housekeeping services is unstable, the customer experience often fluctuates, and the quality of service depends on the personal quality of the service staff.
In the era of mobile Internet, although the development of information technology has pushed the home economics market to the O2O model, and the information matching efficiency between the supply and demand sides has been optimized, the O2O model has not been transformed for the various defects of traditional domestic services.
Housekeeping service is a general concept, housekeeping service intermediary platform, users can find that the supply side of the housekeeping market is still decentralized, small and medium-sized domestic service companies, and the Internet platform undertakes more of the role of traditional housekeeping intermediary companies, on the platform, the user's cross-company price comparison has become more convenient, segmented needs such as deworming, carpet cleaning, electrical cleaning search query, service access is also more convenient.
However, the problems of weak standardization of domestic services and large fluctuations in the quality of different service providers have not been fundamentally solved. In the online platform, the service standard of the vast majority of domestic service companies is simple environment without stains, neatly arranged, etc. However, a large number of bad reviews can still be found in the user comment area, mainly focusing on low work efficiency, cleaning details are not in place, and so on.
The reason is that the O2O platform still relies on the service subjects of the traditional domestic market, and professional and systematic domestic skills training is still lacking in these service subjects, which makes the service standards of domestic service companies unable to go up to a higher level. In addition, the difference in the skill level and knowledge level of employees cannot be erased, which limits the brand development of domestic service companies and drives up the trial and error costs of consumers choosing domestic services.
With the increasing maturity of the O2O housekeeping platform, consumers have put forward new demands for housekeeping services, that is, the specialization, standardization and branding of services. Who can provide consumers with more professional and standard services, who can give priority to the brand in the rapidly expanding market and grasp the initiative. It is precisely in the context of the accelerated change of the industry that JD.com has provided new ideas for solving the pain points of the industry with the successful practice of the self-operated home economics model in the Beijing market.
02 Housekeeping has entered an era of high standards
Domestic service has typical large market characteristics, a large number of small-scale domestic service companies, occupy the main body of the market, the industry lacks mature scale of the main body; from the perspective of service subjects, the domestic industry employees, and rural labor force non-agricultural employment expansion. According to iResearch data, as of April 28, 2021, the average salary of practitioners in China's political service industry was mainly 6,000 to 8,000 yuan. It is precisely because of this that the quality of practitioners is generally low and the lack of professional training is quite obvious.
Since December last year, Jingdong's self-operated housekeeping service has opened a small-scale pilot in Beijing Yizhuang, and after the official launch of the Beijing area in April this year, it has achieved rapid business growth, and the order volume of JD home economics in November increased by 421% compared with the launch in April. According to data from Jingdong Home Economics' self-operated flagship store, as of December 21, the number of user reviews of its "3-hour daily cleaning" product has reached 50,000, and the praise rate has reached 94%.
The reason why Jingdong Home Economics was able to start quickly was that it chose a branded and professional route that was different from traditional domestic services.
1. Jingdong home economics has promoted the standardization process of home economics.
For a long time, housekeeping has been regarded as a non-standard service, that is, a simple scrubbing of the indoor environment, lacking fair operating procedures and acceptance standards.
The Jingdong housekeeping has greatly refined the housekeeping service standards, and the flagship store information shows that Jingdong housekeeping contains 138 service standards, covering doors and windows, floors, electrical appliances, furniture and other indoor full-scene cleaning services.
Behind the service standardization is the strict training mechanism of Jingdong home economics. The cleaners of Jingdong Home Economics need to complete a total of 80 hours of rigorous study in the training center for theoretical courses and practical courses, and pass hundreds of assessment items to ensure that the service ability meets the standards. The highly standardized service is undoubtedly more conducive to the cultivation of customer trust.
2. Jingdong Home Economics has carried out a complete service standardization construction, including clothing, labor tools, service processes, etc.
For example, the personal image of the cleaner must be managed according to uniform standards, including nail trimming, no jewelry, uniform overalls, etc.
In addition, Jingdong Housekeeping provides customized kits for cleaners, only 9 towels, respectively, responsible for the cleaning of kitchens, furniture, bathrooms, floors, sanitary floors, sanitary trunks, household trunks, and glass, ensuring that professional cleaning standards are provided for different scenes and appliance characteristics. In addition, the cleaner is also equipped with professional cleaning equipment such as glass scrapers, three-in-one brushes, folding barrels, electrostatic dry towels, as well as a complete set of safety protection equipment such as disinfectant, masks, shoe covers, etc., and up to 30 complete kits.
According to the judgment of the Prospective Industry Research Institute, at present, China's domestic industry has entered the stage of accelerated elimination of branding, and the competitive advantage of domestic enterprises with professional advantages in major markets will become more and more significant. With the rapid growth of the home economics market, market share will increasingly flow to these professional entities. The rapid rise in Jingdong's domestic market share confirms this, compared with other domestic service entities, Jingdong home economics has successfully gained a foothold in the Beijing market by playing the "professional" card.
03 Service upgrades have no ceiling
It is worth noting that after the first anniversary of the launch of the self-operated housekeeping business, JD Home Economics has carried out a comprehensive upgrade of the business. This means that JD Home Economics is bringing more practice to the overall transformation of the market.
According to the information of the Jingdong Home Economics flagship store, the service upgrade includes the following contents:
1. Compensation on time: Jingdong housekeeping security cleaner arrives within 30 minutes of the appointment time, and for the phenomenon of late arrival and early departure of the cleaner, Jingdong housekeeping will provide compensation.
2. Dissatisfaction redo: For the high incidence of customer dissatisfaction in traditional housekeeping services, Jingdong Housekeeping provides free rework services to eliminate the rollover of user experience.
3. Full real-name system: Jingdong Home Economics conducts real-name authentication and background screening for all service personnel to eliminate potential safety hazards. In addition, JD Home Economics provides personal safety insurance to both the cleaner and the customer, and the customer also enjoys the protection of property loss and damage to the goods.
4. Service standard upgrade: The original 112 service standards were upgraded to 138 items, new service items such as garbage can washing and disinfection, home shoe sole wiping, etc., and improved the cleaning, polishing, and water stain removal capabilities of hardware. In addition, the domestic service standard is further accurate to the physical hand card, and consumers can accept the service effect according to the content of the hand card.
In addition, from December 26 to December 31, JD Home Economics will provide preferential consumption activities, and the price of 3-hour cleaning service will be reduced from 150 yuan to 109 yuan after the first coupon.
Obviously, this upgrade further strengthens the service professional ability and standardization of JD Home Economics. In addition to the upgrade of user experience guarantee and housekeeping service scope, JD Home Economics has also strengthened the standardization of services. For example, the service standard hand card corresponds to the user's "unsatisfactory free rework", leaving the power to audit the cleaning service to the user in its entirety. For the domestic service industry, the accelerated construction of user experience by JD.com means that the reform oriented to user demand is forcing the traditional industry model to upgrade itself.
At the same time, the scope of services of Jingdong Home Economics is also expanding. In December this year, Jingdong's self-operated nanny business was officially launched, and the service items cover cooking, home cleaning, housework, pick-up and drop-off of children, care for the elderly, etc. Users can choose two models of nanny living/not living at home according to their needs.
Like the degree of specialization of JD's cleaners, JD's self-operated nanny service provides a complete supporting service program to ensure customer experience. For example, for the different needs of customers, Jingdong provides exclusive butler docking and follow-up customized services; in terms of service quality, customers will receive the whole process of service tracking and after-sales protection provided by the exclusive butler; in terms of safety, Jingdong will protect the rights of customers' personal property and life privacy, and formulate daily health monitoring, regular psychological assessment, on-the-job physical examination and other guarantee standards for nannies to ensure the physical and mental health of service providers and eliminate customer concerns.
Judging from the development trend of the housekeeping industry in recent years, standardization, specialization and branding have always been the main trends in the reform of the housekeeping market. In this process, the sluggish traditional service model will be accelerated and eliminated, and more professional service subjects will usher in the rise. With the improvement of the industry's overall online penetration rate and service capabilities, there will be room for further expansion in the future domestic service market.
bibliography:
"Comparison of Traditional Housekeeping and Internet_Operation of Housekeeping Services", Jia Shengchao.
"Cracking the Pain Points of Development, Difficulties to Promote the Quality and Expansion of the Domestic Service Industry", Gao Baohua.