进军家装市场，能不能撑起国美逆袭的野心？

连线Insight2021-05-09

家装市场很大，但却是一块难啃的“硬骨头”。国美进军家装市场，迈出了复兴的第一步。近期，国美举办家居家装战略暨打扮家App上线发布会，这意味着国美正式宣布入局家居家装市场。现场，打扮家平台宣布要在2024年实现5000亿GMV的目标。这不是国美首次试水家居家装行业，其早在2017年就启动了“家·生活”战略，当时还向家装平台“爱空间”投资了2.16亿元。不过，一直以来国美在家装市场的成绩平平，此次突然...

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Comment（15）

lyanna123
·2022-08-25
👍
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七五一四
·2021-05-10
難！[微笑]
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1
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53570b80
·2021-05-10
可以可以[齜牙]
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2
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雁翔云天
·2021-05-10
拭目以待
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1
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瀚妈
·2021-05-09
ok
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1
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有爱的骡
·2021-05-09
黃光裕10年的時間，這次給國美製訂的戰略佈局只有用時間來驗證了
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- 53570b80:
  拭目
  2021-05-10
  Reply
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清华北大不如胆大
·2021-05-09
不看好
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Youn7276
·2021-05-09
骨頭也有很多人吃！
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Daniel_bao
·2021-05-09
厲害了[微笑] 。。。。。
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小虎发财
·2021-05-09
?
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- Jerry6666:
  ??????
  2021-05-09
  Reply
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云里梦里飞
·2021-05-09
垂垂老矣
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- 清华北大不如胆大:
  是的
  2021-05-09
  Reply
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Youn7276
·2021-05-09
好！有心有力！
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Marx_Techcom
·2021-05-09
123
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小虎发财
·2021-05-09
贊
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MyKhoo
·2021-05-09
Maybe
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Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"00493","symbol_name":"国美零售","start_time":0,"source_url":"https://mp.weixin.qq.com/s/6e9I1sR7kkXKJ7SwjmhACw","article_id":"1137177962","we_media_id":null,"thumbnails":["https://static.tigerbbs.com/b91f8580b4cb51cde79f3d4bb47e5f74"],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=1137177962","pubTimestamp":1620527709,"columns":[],"sourceInfo":{"source_id":"lsy1575625456531","name":"连线Insight"},"weMediaInfo":null,"summary":"家装市场很大，但却是一块难啃的“硬骨头”。国美进军家装市场，迈出了复兴的第一步。近期，国美举办家居家装战略暨打扮家App上线发布会，这意味着国美正式宣布入局家居家装市场。现场，打扮家平台宣布要在202","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"00493":"国美零售","GMELY":"国美零售ADR"},"translate_title":"Entering the home decoration market, can Gome support its ambition to attack?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/d1d950c6426d7ab07bfc18be0866809a","symbols_score_info":{"00493":0.9,"GMELY":0.9},"content_text":"家装市场很大，但却是一块难啃的“硬骨头”。国美进军家装市场，迈出了复兴的第一步。近期，国美举办家居家装战略暨打扮家App上线发布会，这意味着国美正式宣布入局家居家装市场。现场，打扮家平台宣布要在2024年实现5000亿GMV的目标。这不是国美首次试水家居家装行业，其早在2017年就启动了“家·生活”战略，当时还向家装平台“爱空间”投资了2.16亿元。不过，一直以来国美在家装市场的成绩平平，此次突然宣布重点布局家居市场，令外界有些意外。“国美过去可能是一个保守、被动型的公司，今天更多是一个进攻型的公司。”国美投资公司CEO何阳青接受新浪科技采访时表示。国美进攻家装市场并不是没有缘由，当前家装市场空间巨大、乱象丛生，依旧存在大量非标化。国美搭建平台后，想通过整合各方供应链，为消费者带来透明化的装修方案。与此同时，家装市场的规模也比家电市场大得多，如若国美建立起全套家装方案，或许能够抢得一部分市场。不过，当前不仅有国美觊觎家装市场，阿里、拼多多、京东等互联网巨头，还有红星美凯龙等老牌家居玩家均在争抢万亿家装市场，国美要想在一众玩家中撕下一块肉来，实属不易。在宣布入局家装领域的同时，国美在五一期间已经开始了价格战，这意味着在家电市场，国美短期内或许还将持续陷入亏损状态。价格战是国美掌舵人黄光裕曾经打天下的招数，如今这一招在家装市场是否也是必杀技？家装市场，又是否能够承载黄光裕的野心？一、市场大，痛点多没人会想到，黄光裕的首次公开露面，居然不是为家电业务站台，而是为家装业务“吆喝”。国美选择进军家装业务，并不是没有原因。早在2017年，国美就宣布从单一的电器经营为主，扩展到围绕家和生活的产品和服务的提供商，此后国美不断在家装业务上进行投入。国美跨入家装市场，也是看中了家装市场的巨大空间。据奥维云网（AVC）大数据显示，在十四五期间存量房市场装修需求预计可超过3500万套，相比十三五期间大幅提升超过77%。具体到各年度来看，从2021-2025年，住宅装修总量将从2400万套，增长至2900万套。其中，毛坯新房装修占比将从18%降至8%，存量房占比将从41%提升至47%。存量房市场的增加，意味着消费端装修需求的扩大。据国美方面引用的第三方机构数据显示，随着四线及以下城市装修金额比例上升，家装市场将从目前5万亿元，到2025年左右达到6万亿元，而这一规模是家电行业的四倍。显然，面对巨大的市场份额，国美想要分一杯羹。除了市场空间巨大，这么多年家装行业在标准化输出方案、透明度，以及行业整合力度都没有太大变化，行业也没有跑出一个耳熟能详的龙头企业。国美投资公司CEO何阳青在接受腾讯深网采访时表示，“家装行业头部公司非常少，市场份额甚至不足1%。”这意味着，国美切入家装市场，还有足够的机会。家装行业难跑出头部企业，究其原因在于行业乱象极为严重。在国美家居家装战略发布会上，也有嘉宾直言不讳表示，现在家装市场依然是小农经济的操作模式，很多环节脱节，材料价格一日三变，优质工人稀缺。当前，装修的确是个链条复杂且冗长充满痛点的行业。梳理整个装修环节，大致包括咨询造价、房屋测量、方案设计、工程预算、签订合同、施工、验收等多个环节。每个环节都需要专业人士，而有装修需求的业主，大多数对各个环节都不熟悉，这对业主来说，稍有不注意，就会踩坑。更关键的是，装修行业门槛低、竞争激烈，不仅有专门的家装公司，还有私营的装修个体户。也正是因为竞争原因，为了快速争取客户，装修公司往往采用前期报低价锁定客户，后期通过不断增项的方式赚钱。在装修材料上，业主也会因为价格不透明付出高昂的成本，等到最后验收环节，也会因为各种质量问题劳心劳力。可以说，谁能解决业主遇到的“装修坑”，谁就能快速俘获用户需求，进而成为行业龙头。“我是来解决问题的。”黄光裕在发布会表示，家装行业存在不少痛点，需要用一个闭环式商业模式进行改变。不过，国美解决方式也简单粗暴，即将设计平台、材料平台、家居平台、施工平台都放入国美家装平台，进而形成产业链闭环，解决用户遇到的各种装修问题。由此，打扮家平台也定下了宏伟的目标，到2024年时GMV达到5000亿元。三年5000亿GMV，并不是一个轻松的目标，国美这场家装战注定是场硬仗。二、价格战还是灵药吗？黄光裕似乎对这场家装战势在必得。打扮家创始人崔健表示，黄光裕早已对家装市场关注多年，有着系统性认知，而对打扮家的投资决策也极为迅速，“去年10月16号跟我谈定，10月25号就签约了，第二天就打款了。九天搞定。”去年12月底，打扮家完成股权变更，国美控股集团收购了其80%的股份，成为打扮家大股东。极短的投资周期、占有八成的股份，或许可以表明黄光裕早已做好了投资决策，只是在寻找合适的标的，而打扮家成为了国美正式进军家装市场的重要抓手。成立于2015年的打扮家，最早的主攻业务是VR家装，2017年开始转向成为虚拟装修平台，主要为产业链上下游提供数字化解决方案，可通过虚拟世界实现家装全过程可视化，即实现业主“所见即所得”。打扮家APP首页国美投资打扮家后，后者也进入了快速扩张期。崔健透露，半年间，打扮家团队规模已从90多人涨至三百多人。在打扮家发布会上，崔健还表示将启动六大合作者计划，包括未来三年计划征集100个设计师合伙人；在多个城市开一个10万平米以上的旗舰店及以社区网格化的形式开设2000多个智慧门店；在未来3年培养1000万新手艺人（装修行业工人）等。值得注意的是，崔健在谈及打扮家在国美的地位时表示，国美不可能一个城市一个城市开店，要走与别家不同的路，所以要让一家有技术基因的公司成为自己的一员。这意味着，国美不仅会通过打扮家推进家装战略，也会通过自身线上平台和线下店布局家装业务。其实，国美已有的部分线下家电场馆，也一直有家居品牌入驻，供消费者选购，但这些年家居品牌只是国美家电业务的陪衬。当下，国美开始加速推进家装业务。就在此次家装发布会结束后，国美也立刻宣布在今年五一期间启动价格战，试图通过价格战的方式重回市场主流，这一战略也是当年国美崛起的重要原因。在北京消费季期间，国美自营平台也给出了家装优惠礼包。4月28日至5月5日，国美线上平台“真快乐”App与国美北京实体门店全面参与“双品网购节”，并发放5元、30元和100元的优惠券，共发放1000多万张。据连线Insight查询真快乐App发现，国美家装自营旗舰店正在开展家装优惠活动，交100元定金可以抵1000元，同时还推出了各种全包装修报价。拥有“价格屠夫”称号的黄光裕，正在以他最擅长的方式，试图在家装市场撕开一个口子，但价格战在家装市场是否有效，还是个未知数。另一方面，国美还希望整合产业链各个环节，打造用户和家装商家的交易透明化、规则化、去中间化、全流程化等。“在产业链里我们协同进行优化，各方一步一步把这个行业进行规范，给大家更多的可持续的而且有实施路径的发展空间。”黄光裕表示。可见，国美想做裁判，而不是球员，但这也意味着需要制定一系列明确的家装行业的标准与规则，同时国美还要秉承透明化的准则，为消费者提供不坑人的装修服务。据崔健介绍，打扮家自主研发了Hyper-Real 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