Trillion New Markets! The home service industry may become a new outlet for development
Recently, the information that "rookies spend huge sums of money to recruit furniture installers" has triggered extensive discussion, and the discussion about furniture installers has become very noisy.
In fact, furniture delivery and packaging division is not a new profession, but the interested parties have beautified and packaged the profession. Generally speaking, we refer to the employees engaged in home product related services as "home masters". There are tens of millions of blue collar workers engaged in related work. At the same time, the event is not a simple social recruitment, it reflects the rise of an industry.
Jingdong, Ali and other cross-border giants have crowded into the home furnishing and home furnishing track, which undoubtedly shows that this industry is a sunrise industry with great potential. The rise of home service platform has changed not only the industry ecology, but also the future lifestyle.
The rise of home service industry: a hundred racetrack players bloom
According to the 2021 Household Service Industry Analysis Report of the All China Federation of Industry and Commerce, as the end of the pan household industry chain, the estimated scale of the household service industry will reach 256 million in 2022. In this trillion level track, Internet service platforms emerge as a new force, and "veterans and newcomers" coexist. There are not only veteran players like Master Wan with strong strength, but also new players like rookies and JD Home.
The "integrated delivery and packaging" service launched by Cainiao is mainly aimed at the furniture e-commerce group on Taobao. Its advantage is that it has opened up the sales side, logistics side and service supply side, backed by Taobao and Tmall, and has a natural flow pool.
But the weaknesses of rookies are also prominent. On the one hand, there is a lack of skilled personnel. Although the recruitment is highly paid, there is actually "no one competent". It is understood that thousands of people called to register on the day of the news release. The reporter of Ningbo Evening News contacted the rookie staff and got the reply that "there are also many people in Ningbo who have consulted, but now there is no qualified person."
On the other hand, as a cross-border player, Cainiao is not the pioneer of the "integrated delivery and packaging" service. In the field of logistics, Deppon Express has launched this service since 2015, giving full play to the logistics advantages of less than truckload and bulky goods, and expanding some markets with its accumulated logistics customers.
Moreover, JD.com, which is also backed by traffic highlands and has rich business resources, is also a step ahead of rookies. Compared with rookies, JD's home business model is more flexible. In addition to the self run teacher team, JD has access to many third-party service platforms, giving merchants full space for independent selection, rather than mandatory deep binding.
And from the perspective of industry construction, veteran players represented by Master Wan have already occupied a place in the industry. In 2018, Master Wan, JD Logistics and others participated in the formulation of the industry standard of the Specification for Home E-commerce Delivery and Installation Services issued by the All China Federation of Industry and Commerce. The introduction of the Code marks the birth of the first service specification in the industry, and at the same time, it allows home service practitioners to have standards to follow.
Consumer market reaction: the sprout of new lifestyle
Due to their innate advantages, rookies and Jingdong residents focus on the huge business base, while Master Wan is aiming at the consumer market.
Master Wan vigorously promoted the C-end business, but the B-end business market is not saturated. The essential reason is that the ultimate service is still reaching consumers. User experience is the first goal, and the business scope changes with the diversified needs of consumers. In other words, Master Wan will do whatever consumers need.
For businesses, what Master Wan solves is whether there is terminal service and after-sales guarantee for household goods; As far as consumers are concerned, it is a way of upgrading their lifestyle by exchanging money for professional services and personal time.
Obviously, the public's definition of "home service" is not clear, and there is no obvious perception of this industry similar to home economics. However, Master Wan seems to have completed the positioning in the minds of consumers before defining the industry.
Scale expansion of service providers: vocational education is imperative
Under the general environment of normalization of epidemic situation, many job seekers with skills have joined the blue collar group and developed home service into the main business. According to the official website, more than 1.8 million teachers have settled in. In the face of such a large number of service providers, the platform is associated with positive incentives through employment guidance, vocational education, user evaluation, and grade promotion mechanisms to improve the professionalism of home service providers and ensure service quality.
Different from the high entry requirements of rookies, Master Wan provides equal employment channels and opportunities for all home skills talents and reservists. This does not mean that the platform access threshold is low. In addition to professional skills assessment, telephone interviews are also set up to simultaneously assess the service awareness and service attitude of teachers. On the platform of Master Wan, the master group can obtain complete career planning, and have professional learning channels and broad space for improvement.
It is reported that Master Wan has set up a "professional experimental base for teachers" to export professional courses on a large scale and accelerate the vocational education of teachers. The series of courses are divided into four modules: professional skills, service awareness, brand management and safety education. Now, 12 professional skills courses have been launched according to the application scenarios, mainly for the master and preparatory master groups, to help master groups strengthen professional skills, broaden service boundaries, cultivate service awareness and establish personal brands.
In the traditional home furnishing industry, the living environment of home furnishing masters is not optimistic. In the traditional employment ecology, home furnishing masters mainly rely on word of mouth communication such as the recommendation of acquaintances to obtain jobs. As this way of seeking employment does not require self certification of qualifications and technical accumulation, home service practitioners tend to grow savagely, without systematic learning and training, and more of a kind of empiricism.
The lack of systematic training and vocational education can easily lead to confusion in the whole industry. As many consumers complain, the level of the teachers is uneven. Some teachers can't even solve the problem after they come to their home. They don't have the relevant skills, and the situations of "bad repair", "no repair" and "bad repair" often occur. The crisis of trust between consumers and service providers has intensified.
The establishment of the "professionalized experimental base for teachers" has filled the gap in vocational education, and the existence of the Internet platform has long cracked the pain point of information gap, while screening, filtering, purifying the industry ecology, forming a positive cycle.
epilogue
The continuous expansion of the scale of service providers indicates that the home service market has strong consumption potential. Novice, Master Wan, Jingdong Jujia and other players can seize this wave of dividends and achieve considerable development in this trillion market only by steadily providing high-quality services to users and making home service workers work with more dignity and live a better life.
