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"Professional service skills training, certificates can be exchanged for free if you are not satisfied." When downloading the Swan House APP, Yan Qi was convinced of this commitment, and behind it was his recognition and trust in big companies and platforms. She had no idea at this time, because hiring a nanny would cause a series of troubles.

"A nanny who has passed the professional skills training of Swan Home and holds the skills certificate issued by Swan Home is not familiar with cooking when she comes to the door, and many housework will not be done." Yan Qi told Zinc Scale, but on the platform of Swan's arrival at home, the resume of the service personnel impressively stated that he had 4 years' experience in domestic service, and his reputation was good.

Zinc scales were found in black cat complaints, and related users complained that nearly a thousand swans went home. As a domestic head housekeeping service platform, although it advertises itself as "professional", the experiences of many users seem to expose the true face under the brand aura.

Is the nanny who is questioned by the user to match the platform unprofessional? "I never believed that an aunt who can't even cook would be a master." Sister Yun, who procrastinates in Yan Qi's mouth and can't cook, has very rich working experience in the Swan House platform. "From 20 16 to 2020, she has been doing housework."

Of course, Yun Jie, who broke Yan Qi's perception of "excellent" service with "strength", was not found by Yan Qi through screening relevant information, but was recommended by Xiao Fang, a consultant arranged by the platform. "I placed an order with the consultant more than half a month in advance, told him the demand, and repeatedly stressed that I should be familiar with my aunt."

But Yan Qi didn't expect that near the appointed time, Xiao Fang recommended two aunts to her, and then she interviewed them online along the way. Yan Qi told the Zinc Scale frankly that he didn't take time to be serious in the interview because he was in a hurry to recruit people. "I didn't speak for a long time during the online interview. Later, I contacted by phone and asked a few simple questions out of trust in the platform. "

Then, after Sister Yun officially came to the door for service, Yan Qi discovered that Xiao Fang's aunt, who was prepared according to her own requirements, was not familiar with the food. "The nanny later admitted to me that she didn't officially take orders at the Swan House, but trained at the Swan House." On the platform, it shows that this aunt has four years of domestic experience.

Yan Qi couldn't help wondering: Did the consultant make a detailed back tone to Auntie before matching? After Swan came home, did she strictly audit her aunt's work intensity? Can the training certificate issued by the platform represent aunt's professional ability?

Previously, a financial practitioner who made a living in Lujiazui, Shanghai, also told a similar experience to the zinc scale. It said that as a high-end user of Swan House, the services actually enjoyed were different: "I hired a nanny who didn't live at home once and used their best series of Filipino maids. The job content is' picking up children from school+eating+housework'. To be honest, there was a huge gap with the real Filipino maid service at that time, and the cultural level and quality of the personnel could not be achieved through the so-called short-term Filipino maid training. "

The zinc scale shows that many users on the Internet are full of doubts about Swan's door-to-door service staff. As of press time, among 994 complaint posts about black cats and swans coming home, there are many complaints about whether their service personnel are professional.

For example, some users reported, "My aunt with two years' experience is a novice. She cooks two fried dishes in three days, and the countertop of the sink is dirty to worms. But when I really want to change my aunt's service indefinitely in one year, I have waited for more than a month and haven't found a new aunt yet. "

Some users also reported that "the novice Yueyue only trained for about 7 days before being placed at home. He peed on his clothes and lost two clothes. Sometimes he peed three or four times a day in winter. The service period can be described as full of conditions. When the aunt was replaced urgently, it was also a novice who was arranged to get home. "

Complain about whether Swan's domestic service personnel are professional.

In fact, Su Hainan, a special researcher in china association for labour studies, has long pointed out that there is a huge gap between middle and senior domestic service talents in China. Li Zijian, vice president of 58 Tongcheng, once said that a major pain point in the development of traditional domestic service industry is the lack of quality supply.

After communicating with some domestic users, the zinc scale found that it is difficult to match a professional person even through such a big platform as Swan House. It seems that it has become an industry problem to find high-quality domestic service personnel.

As a domestic service platform with the highest brand awareness in users' minds, Swan has become the first choice for many people with professional auras such as "on-site optimization", "quality assurance" and "strict screening". But now, the service of its staff is questioned by many users as unprofessional, which makes people think deeply. Under the label of "professional", what is the real business level of Swan House?

"Work experience" is difficult to distinguish between true and false, and the platform uses advance tips to avoid risks. After the zinc scale asked the staff responsible for recruitment on the platform, the reply was, "If ordinary cleaning and nanny work is done well on the platform, the system will automatically check whether it meets the recruitment requirements of the platform, and if it passes, it can recommend work."

On this issue, Ai Caijing had a survey article that showed, "To become a platform nanny, first of all, Auntie needs to improve her resume, upload it to the Swan House' Auntie Yitong 'APP, get a certificate after training, and then recommend employment by the platform." The report also mentioned that "if it is certified, after the resume is packaged, there are many lists in' Auntie Yitong'. As long as you get the certificate and are trained, you can take orders on it. "

Obviously, the key words for employment are "resume" and "training". Compared with the completely controllable business training initiated by the platform, users pay more attention to the work experience filled in and uploaded by aunts. Then, whether this information is true and effective depends entirely on the professional ethics of this aunt and the supervision of the platform.

When swans come home, they can see zinc scales. Some aunts will indicate two kinds of work experience in their resumes. One is her work experience in receiving orders from Swan's home, and the words "Swan's home" will be specially marked in her resume, which can be tracked and verified by the platform.

The other is her work experience before she came to Swan's house. "We will verify her (aunt)' s work experience outside the platform, and judge her aunt's work experience outside the platform according to where she worked before, how long her working hours are and what her work content is. "A platform consultant told the zinc scale that in addition, Auntie should sign a letter of commitment with the platform for authenticity, and once there is a problem, she will be punished.

However, the price of aunt's violation is not too great. "The undertaking deposit is 300 yuan. More aunts are unwilling to give it, and fewer customers feel unreliable, so this standard is set. " The above consultants said so.

But can the work experience that has been reviewed and displayed by the platform be confirmed only by question and answer? Will aunt's work ability shown in the service be consistent with the content stated in her resume?

Some Internet observers told the zinc scale that from the practical point of view, it is difficult for the platform to conduct a very detailed investigation and confirmation on the past work experience and service level of its service providers. "On the one hand, domestic workers are relatively mobile, and some people may have left their jobs before the investigation is completed; On the other hand, there are many employees on the big platform, and the cost of conducting investigations accordingly will be high. "

Perhaps Swan knows this very well after returning home, and has given enough risk warnings to users. The zinc scale is seen on the Swan House APP. As long as you open your aunt's resume, there will be a small gray tip under her work experience. "Work experience and the work contract of the former employer are provided by the workers themselves. I suggest you further verify them during the interview. "

Moreover, if the aunt's resume is turned to the end, there is a gray small print that once again emphasizes that "the resume information released by the Swan House platform is provided by the worker himself, and the Swan House platform does not make any formal guarantee for the authenticity, timeliness and correctness of the information."

In fact, from the platform consultant's audit method and punishment analysis, we can see that Swan has acted in standardizing information. However, one gray tip after another is enough to illustrate the fact that Swan cannot guarantee that his relevant work experience in menstruation is true and reliable enough after he returns home.

Remind repeatedly not to trust all resume information.

The work experience of taking orders on the platform is of course the real basis to prove the strength of the swan's aunt, but the problem is that many aunts waiting to take orders on the platform are very scarce, which can be verified and judged as users.

Through any combination of conditions, most of the aunts who can be found in the zinc scale only have work experience outside the platform. Sister Yun belongs to this kind of aunt who started to work only after receiving platform training, and some of the few aunts who were labeled as preferred by the platform have no experience in receiving orders from the platform. As for the aunts who can rank on the regional attention list, they generally have work experience from swan to order, but the number of such aunts is even less.

A large number of aunts who can't tell whether they are professional or not, and a small number of certified professionals waiting for orders on the platform, obviously can't meet the needs of so many users.

Moreover, according to the data, the overall service population of geese arriving home tomorrow has been greatly reduced. According to the prospectus submitted by Swan to the SEC, in 2020, the actual number of service providers participating in the transaction was 6.5438+0.68 million, and the number of consumers participating in the transaction was 6.5438+0.078 million. Affected by the epidemic, the number of service providers, the number of consumers, the number of transactions and the transaction volume all showed a downward trend. The data of 20021year Q 1 year rose year-on-year, but the number and volume of transactions were still less than that of 20 1/4 in 20021year.

The base of the overall service population has become smaller, and the proportion of existing professional aunts is not high, but it is so popular. In this case, it is difficult to match a real "professional".

"Burning money for the market" can't stop loss. Where is the future? Although the service quality has been criticized, the "professional" image of Swan House has become more and more popular with the investment of large advertising fees.

According to relevant media reports, Chen Xiaohua, CEO of Swan, just changed it in Deep Warning last year & he accepted it as soon as he got home. "Detective Capital" once said in an interview, "In order to let the new brand occupy people's minds, Swan went home and invested a lot of advertisements, launched the largest advertising launch since its establishment, and distributed 1 100 million yuan vouchers on the consumer side."

According to the prospectus, the highest expenses for swans to get home are indeed sales and marketing expenses. From 20 18 to 2020, the company's marketing expenses were 348 million yuan, 43 10/00000 yuan and 604 million yuan, respectively, and accumulated1383 million yuan in three years. Compared with last year, it increased by 69% in the first quarter of this year.

Unfortunately, the big move of "burning money for the market" failed to save the losses of Swan for many years: in the first quarter of 2018-202/kloc-0, the income of Swan from home was 399 million yuan, 61kloc-0/10,000 yuan and 7/kloc respectively. The net losses in the same period were 5,965,438+0,000 yuan, 6,654,386,000 yuan, 6,654,384,000 yuan and 65,438+0.4 billion yuan respectively. Since 2065,438+08, the accumulated loss has been 65.438+96.5 million yuan. In which the accumulated loss from 20 18 to 2020 is 18438+0 billion yuan.

During the above investigation, when users frequently mentioned the experience of being attracted by the brand aura of the big platform and discouraged by its poor service quality, let the zinc scale think, does this mean that the big platform should make a change?

After all, from the user's point of view, an intermediary platform like Swan House is by no means the only choice.

Even as the largest domestic domestic service platform, Swan House has a low market share. Relevant data show that by 2020, the penetration rate of Swan Home will be 8% in the national target market and 22.3% in the target market of 29 self-operated cities. However, its total annual turnover of 8.828 billion yuan is less than 1% of the total market.

However, local life service platforms with overlapping business contents such as Meituan, and individual domestic service personnel who are active in community owners or nursing mothers all occupy a certain business share in the field of domestic service. Even the personal domestic service providers who simply compete for business reputation and quality and rely on their strength to get job opportunities recommended by customers seem to win much more than the domestic service platform that is difficult to control the overall situation.

Some owners told the zinc scale that instead of looking for an intermediary company like Swan House, it is better to wait for the recommendation of neighbors, because it can be sure that the work experience and evaluation of these aunts are true. "Aunt work does not reach the designated position, people will not recommend her. And they don't have to tell lies, and they don't get the introduction fee. "

Friends of Ma Bao Group recommend domestic service personnel to each other.

In fact, it is difficult for domestic enterprises like Swan Home to achieve the overall standardization of service quality, which is also determined by the non-standardized characteristics of the domestic industry at present.

In the whole field of domestic service, there are many sub-projects such as nanny, birth nanny, cleaning, etc. Different users have different specific needs for different projects, so it is difficult for the industry to make an objective evaluation standard of service quality from the overall dimension. In this case, domestic companies often set their own training and service standards to meet the needs of customers according to their actual needs.

Su Hainan believes that "standardization, standardization and specialization will be the new development trend of domestic service industry." The key point is that this set of professional skills training process and the professional service standards set by Swan at home, although on the road, have not yet reached the maximum.

Facts have proved that even if marketing takes the lead in occupying a place in users' minds, a bad experience will eventually lead to users' abandonment. If we can't realize the platform of service standardization, naturally we can't build consumer trust barriers and there is no real moat.

Aside from the existing brand awareness, when will the swan come home to usher in a turning point in development?

(Yan Qi, Yun Jie and Xiao Fang are all pseudonyms)