"Man is to have roots."
For young people in the city, rental housing is a nest of survival, not a haven of life.
A 15-inch red booklet called "Housing Property Rights Certificate" makes people feel that there is finally a space of their own in this world, although this small two-bedroom apartment is located in the corner from Longhua to Shiyan.
But what many people don't realize is that after buying a house, there will be a new round of beatings in society: decoration.
It can be said that the pit of decoration is a collection of all the pits you can see in society, even Plus, Max, Pro version, which integrates the cat-tired commonality of weddings, cultural play, knowledge payment, health care and other industries, which can be described as the "king of the pit".
Decoration has almost no repurchase rate, "slaughtering one is one" is the norm in the industry; the process of decoration is difficult to terminate and irreversible, and suddenly adding projects can be described as basic operations; the industrial chain involved in decoration is long, docking multiple suppliers, stealing beams and changing columns occurs from time to time.
But most young people may not have been exposed to decoration before buying a house, so many people are "black question mark faces" after touching decoration.
In recent years, young people can clearly perceive that the decoration guerrillas and the owners offline "real people fighting", or the decoration company incarnated as the public relations of the B station, repeatedly changing their faces and jumping left and right, and the news of the young owners playing "ascension to heaven in situ" was more and more exposed.
If you ask me where the end point of the leek knife method of capital players such as Jia Yueting, Sun Yuchen, Musk and other capital players is, I will gently tell you that "the end of the harvest after the wave is in the decoration industry", and suggest that everyone put "protection" in the comment area.
Regarding decoration, every young person can hold a spit conference, and even couples are close to breaking up with a decoration.
First, muddy waters out of the king eight, trillion home improvement market without giants
On the day of the delivery, you and the pig girl snuggled next to your shoulder discuss which is more beautiful, Chinese, Haipai, modern style, and will argue about the layout, electrical appliances and furniture stacking.
Will also download a variety of APP, in the digital ocean rustically looking for a variety of harmonious decoration tips, "decoration pit avoidance tips 18, dry goods one after another."
But you don't know, this is the digital "Truman world", the person who pits you is the person who teaches you to avoid the pit, you watch many short videos, feel that you are very knowledgeable.
Until you see such a message: the user confidently knocked out the load-bearing wall, in order to better pattern, put the video said customized "chest of drawers + upholstered sofa", and finally led to the entire building into a dangerous house.
This video says "don't buy expensive sofas", but what the video does not tell users is that the customized cost is not much cheaper than the finished sofa, and it is not necessarily ergonomic, and it is not equivalent to spending Audi's money to buy Alto.
Later, you found that few of these decoration short videos are considered from the position of the owner, more or less entrained with private goods to guide the value orientation of the audience, you can't help but think, what led to the "Wang Eight" rampant in the industry now?
According to data from Huatai Securities, from 2015 to 2019, the market size of the mainland home improvement industry continued to grow, and the market size of the mainland home improvement industry reached 2.74 trillion yuan in 2019. In 2020, because of the epidemic, the scale growth rate decreased year-on-year, but the long-term prospects are unlimited.
Because of the "quenching" of the epidemic and the real estate cycle, large enterprises frantically lay out various traffic entrances to continuously increase revenue, while small enterprises are passively out, good guys, it turned out to be internal volume.
Big fish eat small fish, small fish can only degenerate into small shrimp rice, such a consequence is that the decoration of this pattern of extremely scattered market into a pot of smorgasbord.
After years of development, the composition of the decoration industry is equivalent to the Mongolian Khan, the South of Caiyun, the Unification Old Altar, the Chinese women's basketball team, the Yellow disc and other factors are mixed together, becoming one of the most complex industries.
This is not, under the trend of short video, there have been a number of "home improvement designer" name accounts, most of the operators behind them have no background in the industry, produced by a unified company.
The views of these videos are rather arbitrary, such as the canonical template "Ten Packs and Ten Don't Packs":
Do not install wooden floors, maintenance trouble formaldehyde high, choose tile paving, atmospheric and environmentally friendly; do not install tile skirting board, protruding out of the wall is easy to fall ash, but slotted embedded skirting board, the wall is flat to look good; do not install XXX + one-sided disadvantages, recommended XXX + one-sided advantages...
A brick up will shoot the wooden floor /tile protrusion process to death, but the video will not tell you at all, the tile paving, skirting board embedded in the process is quite expensive, under the banner of teaching you to avoid the pit to bring people to the pit, but also spend more money, completely do not consider the actual situation of the owner.
The bully is that you are a decoration layman, to C business, good cash flow, more able to attract semi-professional teams to enter, guerrilla-style construction team and not even financial accounting of the mom-and-pop shop building materials wholesalers are not in the minority.
Buyer and seller information is seriously asymmetrical, informal or not professional small team flooding the market resulting in uneven quality, decoration "pits", a major reason is that reliable decoration brands are difficult to find.
According to iResearch's survey, most of China's decoration companies are decoration teams led by local companies and foremen, and the number of chain home improvement companies accounts for only 10%, which is typical of "large industries and small enterprises".
Superimposed on the long industrial chain, long construction cycle and geographical restrictions and other issues, market share is not easy to concentrate, the home improvement market is extremely fragmented, you have to find responsible companies and personnel is very lucky.
Second, the pit when the decoration is carried out
Later, you search like Sisyphus pushing stones, looking around from the cheapest to the most expensive companies, but none of them agree.
Contractor packaging materials, more worry-free, but worried about the decoration company cutting corners, or subcontracting to transfer work; flooring, bathroom, pipes and other hard clothes to buy well, they have to dock multiple suppliers, to calculate the demand, and afraid of being stolen beams and columns; supervisors have no time, do not supervise and are afraid of workers are not exhausted, such as waterproofing and other important links are not done well, after checking in is all trouble...
Friends fortune tellers? I can meet the kind of good decoration brand. In a sense, it's like a gamble, and the first time you renovate, you're a rookie who steps out of the table safely.
Analysts at Huatai Securities gave a chart of the market share of China's home furnishing brands. The market share (CR5) of the top five home furnishing brands in 2020 is only 6.2%.
As early as 2018, iResearch consulted also gave similar data, there are 125,000 domestic building decoration companies, while less than 50 national layout business (operating in at least three provinces) are not even excluded from the companies oriented to B.
If you are a "child of destiny" and have found a "reliable" decoration company, then congratulations, you have come to the third layer: choose materials.
Building decoration industry material merchants are the real word-making ghost, "negative ion tiles" "purify diatom mud, will breathe the floor", at every turn is a variety of purification formaldehyde, purify the air of the novel technical names, if you have heard, they will lose.
The materials to be used in the process of decoration are more complex and varied, and the main materials and auxiliary materials have too many choices and gimmicks, "Ah! This or that, I want it all."
Then your wallet can't stand it, time can't stand it, decoration is a proper contradictory collection at present, you want to be cheap and good quality, and the decoration company wants to maximize profits.
One wants to save money, one wants to make money, such a model may survive well in other industries, but in the decoration industry, which is a penny and a penny, it is obviously contradictory.
The outbreak of contradictions always occurs after paying money, but the deception has already begun from the time you step into the decoration company, although each decoration company will tell you that they have their own ace foreman, but the fact that the foreman you can see is the mercenary of the various decoration companies.
And when you wait for a rest day one day, you go to the site to see the circuit walking crookedly, trying to go with the company theory, before claiming that their own German exquisite craftsmanship line horizontal and vertical sales will tell you: "Hey, buddy, horizontal and vertical walk is not good, expensive material." ”
Later, your neighbor secretly told you that the line had to be straight so that it could be maintained, and you had to turn around and go to the supervisor sent to you by the company to re-audit.
At this point, you suddenly realize that the role of the renovation company in the whole process is whether it is a referee or a player.
You can only be busy with design, budgeting, procurement, supervision and many other aspects, but also have to learn a variety of new terms like the exam. You may know that the house should be tiled and painted, but you can distinguish between beautiful seams and hooks, do you know what is putty and aluminum-plastic pipe?
It is also these reasons that the entire industry has become an industry that charges hundreds of thousands of dollars at every turn, but it is difficult for you to buy satisfactory services.
Third, finally have a pit and thinking after home
You complain that the renderings are not on the right board, complain about various bugs in the cabinets, and insult the designer irresponsible, in exchange for a rude suggestion: "Enough money can be solved." ”
In the world of decoration, "budget" is an eternal false proposition, "3,000 yuan into the card, four-way Titan to carry home."
More often, whether the decoration rolls over or not has nothing to do with the budget, when you see that stars like Wang Zulan and He Wenna can be pit by the decoration company, you are a little relieved about your own encounter: this has nothing to do with money, who pretends to be annoyed.
It's not that you don't want to spend money, just that the transaction can be changed back to the real equivalent exchange, rather than being harvested by others again and again, and you have to brag about you as a "back wave".
Perhaps because of the current decoration market, the bulk structural system, or perhaps because the leeks on the road of decoration are still rich and fertile, making the market change extremely difficult and slow.
Will an aggregated scoring platform like XX Reviews be the way out? Bring together the scattered voices of young people who encounter young people like you when decorating, turn the industry of decoration, which is a one-time business, into a high-frequency industry, and display the bad feedback of decoration.
Such a path as early as the rise of the Internet home improvement in the years, Tuba Rabbit, Qeeka.com and other companies have done, but these "shoot a shot, for a cannon" guerrilla merchants, can always think of a variety of ways to break through the rules of the platform, brush the water army, brush the score.
And the decoration industry is regional, you know that the decoration groups near your home are complicit, you know that the snakes will pit you, but you have no choice.
Is it okay to make the wild ecology of C to C B to C and rely on large institutions to recruit retail households? Relying on standardized training, management, unified regional pricing, service standards to standardize the industry, let the owners place orders on the platform, just like shells in the rental field, Jingdong in the e-commerce field.
However, the market size of the B to C platform is difficult to grow, which is a fairly asset-heavy model, standardized services will increase additional costs, and the cost limits the expansion speed of the platform, even if it is bigger, the platform side still has to collect rent on both sides to return the blood.
Tuba Rabbit and Qeeka Have also made efforts to do the B to C model, do vertical home improvement business, but the effect is not ideal, Tuba Rabbit is to cut off its own B to C business after improving the financial situation to have the confidence to apply for listing in A shares for the second time, Qeeka's loss also comes from the B to C model.
In the end, you believe in technology, believe that Tmall home improvement and Jingdong home improvement can bring incremental living space to the industry, and use Internet technology to empower C to C, like a taxi software and Ctrip.
For example, in the design process, many platforms have been realized, which can standardize construction drawings, avoid material waste, achieve accurate quotations, and use the online properties, specifications, prices, manufacturers, quantities, etc. of the materials used, digital visualization, and when renovating more than ten years later, digital data can still be used.
However, the personality aesthetics of young people conflict with this standard assembly line drawing, and various situations at the decoration site emerge in an endless stream, which restricts the large-scale application of technology and forms a paradox between scale and word of mouth.
After this brainstorming, you become burned out, you are reticent, and then passively accept everything, and the choice is almost enough. You are sad and do not understand why you have spent money but not getting the results you deserve.
In the end, the days of the house being installed and spending money one after another were finally over, and the world's worst Party A was no more than that.
You look at the changed but not completely changed TV wall, Greek ins style sculpture and Versailles chandelier, take out your mobile phone to take a careful photo, beautify all aspects of the small two-bedroom, and then with a thick filter, posted to the circle of friends, and the text:
"I finally have my own home in this city!"