In recent years, with the transformation from "living in a home" to "living in a good home", home improvement consumption has shown a new trend of quality upgrading, and consumers have higher and higher requirements for quality.
On April 10th, with the theme of "Quality Decoration, Make Home Better", the Quilt Decoration Ten Hearts and Minds Service Commitment Upgrade Conference was held in Beijing. Zheng Shanshan, Deputy Secretary-General of the Furniture Decoration Chamber of Commerce of the All-China Federation of Industry and Commerce, Liang Lei, Chief Operating Officer of Shell Home Furnishing in Beijing and Shanghai, General Manager of Quilt Nest Decoration, Li Tong, Deputy Director of the Internet Research Department of the Development Research Center of the State Administration of Market Regulation, and Hao Yufeng, Vice President of Shell Group and General Manager of Beijing Lianjia, Zheng Shenzhen, Head of Strategic Investment and Supply Chain of Shell Business Line, representatives of industry associations and supply chain partners attended the event.
Focus on consumer needs and ensure quality home improvement
According to the "2023 Home Improvement Consumer Quality Report" of the Shell Research Institute, the home improvement field is gradually becoming a core part of residents' consumption, and at the same time, consumers' requirements for home improvement service quality are more comprehensive and refined. However, after consumers experience home improvement services, the company's recommendation is not high, only 31.9%, and there are different degrees of worries and practical pain points in material products, decoration processes, unplanned price additions, and after-sales maintenance services.
Zheng Shanshan said in her speech at this event that home improvement companies need to improve their "new quality productivity" through new technologies, new models, new management methods, new organizational structures and other means, care for and respect consumers, and promote the industry to move towards high-quality development.
Li Tong pointed out in the sharing that behind the prosperity of the market, there are also many problems in home improvement services, which not only affect the decoration experience of consumers, but also restrict the sustainable and healthy development of the home improvement industry, including the standard system, price system, after-sales system, etc. Ensuring the quality of home improvement consumption should be a long-term and systematic project, which needs to help the transformation and upgrading of home improvement services by establishing a home improvement service standard certification system, improving the resolution mechanism of home improvement service disputes, and promoting the establishment of a home improvement service commitment alliance.
Liang Lei said: "After these years of precipitation and practice, we have found that the only thing to adhere to is the support of consumer value and service providers, and constantly exploring and improving the upper limit of quality service is the most fundamental source of value." ”
Liang Lei, Chief Operating Officer of Shell Home Furnishing in Beijing and Shanghai and General Manager of Quilt Decoration, delivered a speech at the event.
According to reports, as early as September 2021, the quilt was equipped from the dimensions of cost, quality, construction period, service, etc., and launched a "ten heart-to-heart" peace of mind service commitment to clarify the home improvement service standards. At this press conference, the quilt was announced to upgrade the original commitment to the core pain points of high frequency and high risk such as poor decoration quality, delayed home improvement service, and insufficient after-sales guarantee.
The quilt was equipped to hold a "ten heart-to-heart" peace of mind service commitment upgrade press conference
This time, the quilt focuses on the pain points of consumers to improve the home decoration experience, and also updates the brand declaration from "really done, more reliable" to "decoration selection quilt nest, transparent every step", aiming to help upgrade home decoration consumption and make decoration more standard, more transparent and more worry-free.
The commitment is more precise and the guarantee is stronger
In order to better understand the upgraded content of the "Ten Hearts" peace of mind service commitment, Liang Hongli, the person in charge of the Quality Management Center of Beike Packaged Business Line, made a further interpretation. In this service commitment upgrade, there are upgrades and iterations, as well as new parts. For example, around the phenomenon of opaque prices, the service commitment of "malicious addition, double return" covers a wider range, in addition to the whole package, the purchase of personalized services such as whole house customization, electrical appliances, heating, etc.
In addition, focusing on the pain point of poor decoration quality, from the original "20 quality items, smash and redo" to "30 quality items, smash and redo", and promise that if there is a quality problem in the "30 quality construction items" in the quilt, it will be unconditionally rectified and smashed and redone.
Liang Hongli, head of the quality management center of the shell complete business line, interpreted the upgraded content of the "ten hearts" peace of mind service commitment.
Combined with the advantages of home improvement technology and digitalization, the quilt launched the "live broadcast of the construction site, stop one to pay 100" commitment, using the self-developed 360 ° lamp camera, the daily panoramic live broadcast of the construction site during the construction period, the owner can supervise the work on the mobile phone, to achieve "decoration does not need to be stared, the quilt is all done", to ensure that what you see is what you get, and what you get is high-quality. The release also added new service commitments such as "30-day price guarantee, refund of expensive purchases", "design missing items, refund of design fees", "timely response, 30124" and so on.
Directly hit the user's pain points and be transparent every step of the way
In view of the challenges encountered by home improvement enterprises in the process of providing quality services, in the salon forum session with the theme of "Evolution of Home Improvement Services under the New Situation", representatives of various industries expressed their views on "how to define service quality" and "difficulties in the practice of quality service". Li Liang, dean of the China Environmental Art Education Research Institute and an expert of the Academic Education Committee of the China Building Decoration Association, has put forward a relatively big challenge to today's designers from the transformation of the user's perspective, the upgrading of professional ability, and the improvement of design thinking.
Yu Fenghao, General Manager of Beijing Region of Ningbo Fangtai Marketing Co., Ltd., said: "Today's consumers are paying more and more attention to the home decoration experience, including customization and personalization. Based on this change, we need to deepen our insights and launch solutions that meet the needs of consumers, and ultimately help companies break through. ”
Liang Lei finally emphasized: "Whether it is through science and technology, or through management, or through methods, there needs to be a set of mechanisms that can make the standards land, so as to continuously improve the professional capabilities of the industry, provide customers with more certainty, and complete a beautiful home." ”
Salon scene.
Industry experts believe that if enterprises want to stand out in the competition and break the "reverse cycle", only by taking the road of quality can they form the most solid "moat". The "ten hearted" peace of mind service commitment of the quilt upgrade is another specific practice to uphold the good for consumers and promote the quality and upgrading of the industry. (Reporter Sun Wei)