Recently, the e-commerce platform Pinduoduo went public in the U.S., sparking public interest in Pinduoduo and its target consumer groups.
It is also because of Pinduoduo that the public has a new understanding of consumer groups. Under the wave of consumption upgrades, in the upsurge of furniture brand, quality, and service, there is still such a consumer group that has low spending power, no brand, and Don't care about the service, just enough. Moreover, because of the large number of this group, Pinduoduo is known as "300 million people are using it", and the entire market is huge. In addition to consumption upgrades, there is a market for consumption degradation.
For these so-called "consumption degradation" consumers, in fact, they also exist in the field of home building materials. For example, for the latex paint used to decorate stores, customers only require whitening, no powdering, no powdering. Consumers do not care about other indicators such as scrubbing resistance and hardness. For example, some consumers are buying rental houses. When using a faucet, you don’t care about the copper grade and content of the faucet, the number of times the valve core is switched, and the salt spray test time of electroplating, as long as it is enough.
A comprehensive analysis of the product experience and analysis of many home building materials distributors under the concept of "consumption degradation" found that in the household building materials industry, consumer groups under consumption degradation or Pinduoduo consumer groups exist in large numbers in the market and are part of the dining room furniture manufacturers distribution. The main business group of the business.
In summary, the products operated by such distributors often have these characteristics: the basic functions of the product are complete, the brand is completely unknown or even no brand, the price is much lower than that of ordinary products, and the materials, craftsmanship, and modeling are often rough and backward, and sold. There is basically no after-sales service. The consumers who buy such products are often: low-income groups in cities, owners of county and town markets, decoration masters who contract labor and materials, non-residential spaces such as rental houses and shops, and so on.
Different from the mainstream pursuit of big brands, function and design, and material and quality, this kind of home building materials market exists in every place, and the traditional wholesale building materials market in some cities is like this.