Gome electrical Business "Great Leap Forward" odds geometry: With the help of Bowser net exerting force

Under the aggressive attack of rival http://www.aliyun.com/zixun/aggregation/9165.html "> e-commerce Strategy, Gome seems to be exerting its force through Bowser."

May 22, Bowser network March new CEO Dingdonghua told this newspaper, Bowser is with the holding major shareholder Gome logistics system and supply chain of the full docking, will be completed in June and August respectively.

This is Bowser as the key support for the tens of billions of performance plans this year. Electricity Merchants Electric Power 3C War, Gome tried to give its more resources to assist, break the shackles of regional layout, directly to the bottom of the line to the large layout of the chassis, covering more than 2,200 counties in the country market.

Gome Group insiders said that the group's requirements for the Department of Electrical business is that this year, Gome Online mall and Kuba and Su Ning is easy to buy.

Thus, in the gome structure, the role of Bowser began to change. Dingdonghua said that before the bowser like a local branch, and now it has become a line with the overall corresponding to another layer of channels.

This will also help Gome to achieve a global channel sink, infiltration into the three or four level below the market. For Bowser, it seems to be more focused on the front end of the electric business marketing operations, the back end into the large shareholder Gome system.

Radical growth

Bowser network predecessor century Electrical network was founded in 2006. November 2010, Gome Electric Lightning capital of 48 million yuan to buy Bowser net 80% of the shares, become a controlling shareholder. However, March 5 this year, the original CEO Wang, the holding of major shareholder Gome in Shenyang, the original general manager of Dingdonghua successor.

Industry news, said that one of the reasons for Bowser and Bowser loss performance, last year Bowser loss of 100 million yuan. People familiar with the matter said the focus was not on losses and that the 100 million yuan was within the preset, and Gome was more concerned that Bowser's growth was still going to accelerate sharply.

At the moment the main battlefield of electricity business spread to the home appliance 3C may also stimulate it. Since April, when, the cat, Jing Dong, new eggs, Xun and so on successively joined the regiment.

Suning purchase sales last year 5.9 billion yuan, this year's goal is raised to 20 billion guaranteed, impact 30 billion yuan. This must require Gome electric Shang. Last year Bowser sales of 2 billion yuan a year, and now they shout out the target is 10 billion yuan.

This is surprising. As a target, the bowser has to achieve 5 times times this year's growth, a precedent for the Neinian. Even as strong as Jingdong, the annual sales breakthrough of 4 billion yuan after the growth rate began to decline, and in recent years the highest growth rate of less than 5 times times.

Bowser official news showed that the first quarter of this year, the results of 760 million yuan, as at the end of May this year sales of 2 billion yuan. This means that to achieve the goal, the remaining 7 months must be completed 8 billion yuan. and home appliance industry law shows, because there are New Year's Day, Spring Festival, 51 and other holiday intensive promotional effect, the first half of the year usually contribute to the annual performance of the 50%~55%.

The difficulty is obvious. Electric business people said that this means that Bowser to complete more than 38 million yuan per day task, 4.5 times times the growth of the first quarter, "even if not to consider the size of the larger competitors, only the current strength and level, it is impossible to achieve." ”

Therefore, the accelerated integration with Gome is particularly important.

Consolidated dividend

After the acquisition by the United States, Bowser enjoyed a strong supply chain, warehousing and distribution resources, into a rapid expansion period. But Gome still plays a supplier role for Bowser. Bowser in the field of large electrical appliances are also independent procurement, at present since the proportion of procurement with the group of 3:7.

Dingdonghua says the main job these months is to comb Bowser's relationship with Gome. According to Dingdonghua, Bowser and Gome are expected to complete the supply chain docking in August, Gome Group procurement supply ratio will be upgraded from 70% to 90%, while the remaining 10% of Bowser are mainly concentrated in the field of department stores.

The logistics docking will be completed by the end of June. At that time, Bowser on the site on the page showing the status of supply, logistics and distribution instructions will be received to the local Gome warehouse.

At the same time, the matching settlement mechanism is also constructed. Supply chain, logistics after the docking of financial transactions, Gome group to do a unified arrangement, pricing, accounting, the final account in Bowser and Gome around the settlement.

This looks like, in a wide range of categories, Bowser constructs a "virtual library" pattern. Its focus will be more inclined to the front-end operations, and supply chain, logistics and other backend has been deeply integrated into the Gome system.

For Bowser to accelerate the move closer to Gome, Dingdonghua explained that the primary purpose of Bowser's independent development is to gain Internet experience. But for product understanding, pricing and promotion, electricity business is still very unprofessional, competition must have a strong supply chain support, and these are the advantages of gome.

A white power giant national sales executive said, Su Ning, gome each year to provide Bai orders, procurement by the two sides of the headquarters docking, while in Beijing and east channels by distributors around the supply, the total amount of less than 500 million, given the price is clearly different.

For Bowser, Gome's logistics system may be a bottleneck in its growth-opening space layout. "Theoretically, Bowser can be covered wherever gome can cover it," he said. "Dingdonghua that this will be a huge guarantee of billions of goals. He calculates that the next 7 months 8 billion decomposition to 30 million per day, according to the average customer price of large household appliances 2000 yuan, that is 15000 single, in 2200 counties on the basis of implementation is not Arabian Nights.

For several years, Gome, Suning has been pushing the channel sink, trying to cut into the three or four level and the following market, but the progress is not very ideal. The reason, the four or five-tier market stores are difficult to have a one or two-class market obvious, wide open shop and not economy. Now by virtue of Bowser has the opportunity to invade the original day shun, Hui Yin home appliances and other low-level market chain of the site.

In this context and ideas, it is not difficult to see that gome in the future may still be in various ways to further deepen and Bowser integration.