After living in Faner for seven years, I always take consumers as the core and provide one-stop home and home improvement solutions.

Seven years ago, in the underground warehouse of Xizhimen, four Tsinghua students set up a life style, hoping to make young people in big cities "live with flavor and style"! In the past seven years, Zhufaner has been exploring all the way to help users solve three common problems.

In the process of decoration, there will be a huge information gap, and it is easy to be trapped → living in Fan insists on doing dry goods science of decoration knowledge, and constantly digs more vivid and easy-to-understand explanations to eliminate the information gap and make decoration no longer difficult.

The decoration is time-consuming and complicated → living in Faner provides overall decoration solutions, builds stable design, construction and product landing capabilities, and forms a butler team to dock the whole process;

Buy too many products, building materials city run away, brand picky → set up a professional supply chain team, inspect 2000+ brand factories, select products in depth, reduce the difficulty of selection, gather top brands, and provide you with cheap global goods.

In order to make up for the limited decoration coverage of the city, Zhufaner launched the online e-commerce group purchase business on 20 19, and shared the selected building materials, electrical appliances, furniture and other inexpensive goods to friends in more regions. In March this year, Zhu Faner opened a 20,000-square-meter super home mall in Beijing Xinye Plaza, and for the first time realized the consumer retail service of "getting inspiration from decoration knowledge, home improvement and related service consumption, building materials, furniture, household appliances and other commodities". In the first month of opening, the actual collection exceeded 65.438+0.4 billion yuan.

In the past seven years, the whole package, e-commerce and retail have covered the main business of Zhufaner, and remarkable achievements have been made in this process. 20 18-202 1 year, with the scores of 1 billion, 1 billion, 260 million and 640 million respectively, and the CAGR exceeded 100%. At the same time, it has captured more than10 million fans from the media, and its service exceeds 10000+.

Deeply cultivate the decoration business and walk out of the road of "refined operation and differentiated innovation"

In 20 15 years, there were countless home improvement companies in the market at the same time, and few have come to the present. Decoration business is not an easy road, involving long industrial chain, long construction period, low customer satisfaction and difficult market scale. The residence model has evolved from a hard suit to a new species of "decoration retail", and has been deeply involved in the decoration business, and has embarked on a road of "refined operation and differentiated innovation" and also killed a bloody road.

1. Seize young people and try to decorate large-scale and standardized roads.

20 16 the first living model has established the management direction of decoration and has been groping for progress. In the process of service and investigation, the living model found that young people have higher demand for decoration quality and personality. On 20 17, Zhu faner launched the first whole family decoration solution-"Yan value revolution".

Different from the traditional decoration company model relying on brands, the living model ensures the quality while allowing ordinary people without professional background to live in comfortable and beautiful homes, which is deeply recognized by young people. Yan value revolution has always been the company's fist product, changing every year. The Yan value revolution 5.0 series released this year focuses on a new life and is inclusive. Products are divided into three grades: SE, A and PLUS, and are still priced according to square meters. In addition, living in Faner can also provide private housing business, and some cities also have semi-package and local installation business, which can meet the diversified decoration needs of users.

During the period of 20 17-20 19, Zhu Faner opened a new urban business in Shanghai and Chengdu, trying to decorate in a large scale and standardize, and polishing the refined operation ability of the enterprise from the aspects of product design, supply chain, system, construction and customer service.

In terms of service, the whole decoration process involves at least 58 kinds of materials and 40~50 people; Living in Faner introduced group service, and the decoration housekeeper solved the problems of wrangling and trouble in the decoration process for users.

In the construction, it is difficult to guarantee the quality of the decoration site. Living in Faner implements the military-grade management standards, strictly in accordance with 1 1 categories, and the system keeps no less than 120 photos and *** 126 detail control points for acceptance;

In terms of decoration standardization, Zhu Faner built his own technical team and spent tens of millions of yuan to develop his own system to realize the whole process of decoration online. There is no dead angle supervision on the construction site, and the system ensures the addition of 0 to realize "online management of the whole process";

After-sales, in order to help customers solve problems in time, the live fan's super customer service can directly kick the door of the CEO's office and incite the resources of the whole company to help users solve problems.

System, construction, housekeeper, customer service, design, products and other links are closely linked to ensure a good customer experience. At present, Faner's service has been reformed more than 10000 times, and the satisfaction rate is over 80%.

2. Home improvement company with self-built stores, one-stop worry-free hosting.

There are many boutique studios in the decoration industry in the market, and there are also many companies that take bags. Living in Faner is the only home improvement company in Beijing and Shanghai that builds its own stores. Can be one-stop worry-free, played an innovative and differentiated competitiveness.

Compared with traditional decoration companies, Faner offline super home mall has all the building materials, furniture, household appliances and soft clothes integrated in a 20000_ shop, which is convenient for consumers to compare and choose, and also convenient for controlling quality and service, ensuring the restoration of decoration 100% and making users get what they see.

At the same time, consumers can also get more personalized solutions for main materials and decoration. Because Zhufaner completed a lot of screening work in advance, he controlled the quality, price, face value, service and experience, and at the same time solved the problems of difficult product selection, easy budget and difficult demand matching through selected products, budget planning services and full category planning services.

After seven years of deep cultivation and renovation, the survival mode has already passed the primary stage of trying to maximize scale and efficiency for survival and survival. Now the decoration business is more about word of mouth, providing one-stop worry-free hosting service, making the decoration more worry-free and labor-saving.

Open up the second growth curve, specialize in the fermentation of retail products, and ensure the underlying services.

I believe that many consumers have the experience of "the whole city is broken and the products are picky" and "I don't know how to choose when I walk around online, and it takes tens of thousands to see a toilet product offline".

In order to improve the user experience, Zhu Faner expanded his business from decoration to retail, from online e-commerce group purchase to offline retail experience store. In this process, it insists on taking consumers as the core, making products professional and entertaining, and ensuring service. New retail is the second growth curve of the company, and it is also the key direction of the company's future efforts.

First of all, solve the problem of "goods", abide by the logic of "yeast" and act as "buyer's agent"

In the past seven years, Zhu Faner has insisted on doing in-depth product research from the perspective of consumers, conducted systematic research around more than 65 categories and more than 200 brands, and accumulated millions of words of research reports. At the same time, we visited 1000 factories, involving tens of thousands of SKU resources, and inspected the strength and quality of suppliers on the spot, so as to build a cost-effective selected product library for everyone and realize blind selection.

At present, Zhufaner's cooperative brands cover the top brands of mainstream people, super cost-effective brands, and cutting-edge brands of online celebrities that meet the new generation of consumers. The selection principle of product style is to meet the mainstream needs of different users in accordance with the three standards of "all-round, province and good"; At the same time, according to the characteristics of the category, its function, value and service ability are classified. , such as household appliances, focusing on after-sales service; Soft-fitting pays more attention to face value, which really makes users feel at ease and use it with confidence.

Secondly, solve the service and experience problems and truly provide one-stop home improvement solutions.

1. offline super home mall: you must go shopping when you install a house, with a stronger sense of experience and more comprehensive services.

When people decorate and choose to buy building materials and household appliances, many categories, such as customized cabinets and wardrobe products, non-standard customized products with heavy service and difficult installation, as well as hard-mounted basic materials, doors and windows, absolutely need to go offline to experience, so as to be at ease.

Zhufaner invested at least 1 100 million, and it took more than a year to land in the first offline new retail store in Beijing-20,000 square meters Zhufaner Super Home Mall, which can provide one-stop retail services such as decoration knowledge inspiration, home improvement and related service consumption, building materials, furniture and household appliances. At present, the Super Home Mall in Shanghai has been put into trial operation and officially opened in June 1 1. Chengdu will also copy this model in the future.

Living in Faner Super Home Mall aims at the new middle class aged 25 to 45 and is committed to becoming a home store that "meets most of the needs of target customers"; Taking Beijing hypermarket as an example, * * * is divided into nine areas: decoration model room area, electrical appliance area, bathroom area, furniture soft-fitting area, whole house customization area, tile floor area and door and window area. In the decoration area, Zhufaner 1: 1 restored 10 real apartment types representing Beijing residential areas, all based on the apartment types of real customers who have served.

In addition, Zhufaner also provides one-stop services such as all-category planning, apartment diagnosis, home appliance selection and budget planning, providing reliable guarantee and truly "taking consumers as the core". Super Home Mall wants to be a store that understands customers' needs and pays more attention to service, providing users with a one-stop solution for the whole family and becoming a must-see shop for young people to decorate!

2. Online e-commerce group purchase: a guaranteed home building materials and home appliances group purchase platform.

Not only in the super home mall, users can buy a home without leaving home and surfing the Internet. Live in Faner online e-commerce group purchase, suitable for users with clear brand needs, select excellent products at various price stalls, and have suitable choices for different budget needs. _ 50+ tours per month, all categories, various budget ranges, and professional supporting designers provide services.

At present, after two years of polishing, the online e-commerce business of Zhufaner takes the national self-installed customers as the core, takes private e-commerce and in-depth customer relationship management as the basis, and makes diversified and innovative attempts, and has become a professional, high-quality and inexpensive one-stop home improvement building materials home shopping platform.

Among them, the official applet of Zhufaner has 10000 SKUs, and more than 600 group purchases are arranged every year, with a repurchase rate of 100%, a monthly order of 3w+, and a GMV of 202 1 year of 500 million+.The ARPU value of omni-channel retail paying users has exceeded 8000 yuan. At the same time, based on in-depth customer relationship management, private community service has built more than 500 enterprise micro-communities, with about 276,000 private users. Daily community answering questions, planting grass and grading operations have enhanced the stickiness of owners, stimulated the activity, and then boosted the conversion rate.

Content builds trust, deep operation builds links, and service builds word of mouth.

In addition to business model and business level innovation, "live model" is most talked about by the outside world, and it is also good at obtaining dry content customers and operating private user traffic. After seven years of exploration, Zhufaner has gradually established a large online flow pattern and closed-loop operation of offline supermarkets, providing innovative samples for enterprise development.

In the past seven years, Zhu Faner has built a self-media matrix covering the 15 platform, with over100000 fans. The official account of WeChat released more than 2,000 original dry goods for renovation and pit avoidance, and the average reading volume of headlines exceeded 50,000; In Mile Mile, the maximum broadcast volume of a single video exceeds160,000, and that of a single video exceeds 300,000, with an average broadcast volume of one million.

Dry goods of new media content is the core role of building user trust. The output of a large number of original dry goods supports its online operation and construction, contributes a lot of valuable decoration and material selection reference for consumers, creates customer value, further enhances the stickiness between brands and users, and activates the traffic operation system. The data shows that according to different content channels, Faner's cost of acquiring customers is 10%, which is far below the industry average.

After the fans who settled in completed the occupation of large-flow resources, the matrix community operation completed the accurate flow diversion and adopted various measures to promote the transformation and retention. According to public information, at least 1 to 1 national groups, local groups in Beijing, knowledge exchange groups, group buying groups, membership groups and exclusive service groups have been set up in Zhufaner, and on this basis, a user operation center has been established to tap the community value.

For example, in the local community, professionals who live in Faner will provide decoration answering questions and dry goods sharing. Once there are converted customers, they will set up a one-to-one exclusive VIP service group to provide various support such as category selection, decoration package, quotation and model room. The accumulation and richness of local community resources have provided strong support for the explosion meeting, decoration live broadcast, group purchase business live broadcast, shopping mall live broadcast, brand alliance live broadcast and other activities of enterprises.

Finally, Zhu Faner set up a super customer service center, which is directly managed by the CEO and does not belong to any department. Equipped with more than 40 super customer service personnel, it is required that after-sales problems must be accepted within 12 hours, answered within 4 hours, and solutions will be given within 24 hours to enter the implementation process, so as to achieve the ultimate service and ensure word-of-mouth communication. Recently, Zhu Faner even launched after-sales guarantee service, including "rights and interests of hoarding goods", "full insurance policy", "active refund of expensive goods" and "million compensation fund", which really reassured consumers.

Seven years is enough for a child to stumble and run, and enough for a startup to reach inner certainty from initial exploration. After continuous thinking, trying, trial and error, and sharpening, the new retail business model of "content+e-commerce+retail+decoration" is more clear; In the future, we will more firmly practice the concept of "always taking consumer demand as the core" and always provide you with high-value and high-quality one-stop lifestyle solutions!