The emergence of an app hides the treasure of digital transformation in the home industry.
There are more and more happy and simple home shopping experiences, behind which is the digital tool “Dongwo”. In June 2021, the giant Easyhome New Retail Group Corporation Limited(000785) in the field of home building materials circulation launched the commodity retail operation platform Dongwo, which is regarded by many people in the industry as the home version of “meituan”. Its localized operation mode is making home consumption happy and simple.
collect good things in the same city online
In the past, the household consumption chain was long, opaque and inefficient. Consumers with decoration experience may have encountered such a scene: they ran all over the household stores to select a bed, ordered sofas did not arrive late, and they did not know who should be responsible for them. After sales problems were repeatedly prevaricated by businesses. With the release or improvement of an app, this situation is called Dongwo.
In early June 2021, Easyhome New Retail Group Corporation Limited(000785) launched the trial operation of Dongwo app, focusing on the consumption decision-making, store experience and service standards of local decoration users in building materials and furniture, realizing the standardization and visualization of the whole process, optimizing all links and upgrading experience and efficiency. When consumers open Dongwo app, many home brands and products are displayed on the page, which are divided according to different categories and stores. The platform can automatically match the store location closest to consumers to facilitate them to quickly find their favorite products.
At present, Dongwo app has covered all 8 store brands and products, including Beijing Bajiao store, Jinyuan store, Lize store, Yuquanying store, North Fourth Ring store, Daxing store, Shilihe store and Shunyi store. In addition to Beijing, consumers in 14 cities such as Hangzhou, Chengdu, Chongqing, Zhengzhou, Wuhan, Xi’an, Harbin, Tianjin, Taiyuan, Hohhot, Shenyang, Changsha, Changchun and Shanghai can also obtain information about home stores in the same city through Dongwo app.
For consumers, in Dongwo app, they can collect good household goods in the same city, select furniture first, and then go shopping, saving a lot of time and energy; After placing an order, consumers can see the latest product logistics information in real time to better grasp the decoration progress; In case of after-sales problems, appeal directly on the platform, and there will be special personnel to deal with them, so that customers’ rights and interests can be protected.
“Focusing on the core business competitiveness, advantages and genes of Easyhome New Retail Group Corporation Limited(000785) , Dongwo app visually decomposes user needs, upgrades efficiency and optimizes all links.” Easyhome New Retail Group Corporation Limited(000785) Li Jie, vice president of new retail group, said that Dongwo app continuously optimizes the consumption experience through function presentation, virtual online services and scenario construction.
digital transformation of stores
Online browsing information, offline shopping experience, home consumption can form a closed loop.
Walking into the offline home store of Easyhome New Retail Group Corporation Limited(000785) , Ms. Liu, the owner of Haidian, Beijing, saw that the two-dimensional code of Dongwo app was also added next to the product. Through the scanning of Dongwo app, the target product can be directly added to the shopping cart, and can continue to understand, share and place orders anytime and anywhere, greatly improving the decision-making efficiency. Whether browsing online or shopping offline, consumers don’t have to record product information repeatedly, and directly add the target product to the virtual shopping cart, and the relevant content is clear at a glance. In the future, consumers can buy any commodity through Dongwo app, and will be able to receive the goods in a very short time through the recent store distribution.
The addition of Dongwo app is only one step in the digital transformation of Easyhome New Retail Group Corporation Limited(000785) stores. Since the start of strategic cooperation with Alibaba in early 2018, Easyhome New Retail Group Corporation Limited(000785) has accelerated the digital transformation with design and home decoration, localized retail and post home decoration services as the starting point. “Driven by Easyhome New Retail Group Corporation Limited(000785) , about 14000 brands in Easyhome New Retail Group Corporation Limited(000785) stores have realized commodity digitization, and this number is still rising.” Li Xuanxuan, vice president of Easyhome New Retail Group Corporation Limited(000785) new retail group, told the Beijing business daily, “at present, 271 stores across the country have completed the basic capacity construction of digital stores. Since Easyhome New Retail Group Corporation Limited(000785) stores will have plans for the opening of new stores, it can be said that the digital transformation is a long-term project and will move forward with the chain development of Easyhome New Retail Group Corporation Limited(000785) .”
test enterprise organizational ability
Consumers’ experience of the convenient services brought by Dongwo app is a part of Easyhome New Retail Group Corporation Limited(000785) building a digital home decoration and home industry service platform. Tang Xingtong, an e-commerce analyst, believes that “in the era of Internet of all things, traditional home has great opportunities and challenges, and the test is the core organizational ability of the enterprise”.
“The home decoration and building materials industry can be said to be the weakest Internet in various industries. The reason why businesses in this industry did not transform before was that they either considered the high cost or could not touch the way of transformation. Now these businesses can follow Easyhome New Retail Group Corporation Limited(000785) to explore the road of transformation and make common progress.” Li Xuanxuan said that the digital transformation of Easyhome New Retail Group Corporation Limited(000785) not only guides the home industry, especially many businesses, but also gives businesses some effective methodologies through continuous practice.
Zhuang Shuai, director of the private e-commerce research center, “Home access Wuxi Online Offline Communication Information Technology Co.Ltd(300959) digitization needs to go through three stages: the first stage is information acquisition, including decoration companies, designers, commodity information and evaluation; the second stage is commodity trading, where consumers can deposit on the platform; the third stage is service system, including online renderings, remote monitoring construction, etc.”.
“For traditional home stores, they used to be localized retail stores. In the era of Internet of things, they may have to move towards the maintenance, repair, door-to-door installation and debugging of Internet of things operations. The great challenge is how to graft the digital ability of Internet of things onto the existing business model.” Tang Xingtong said.
(Beijing business daily)
