Gome to accelerate "go to electrical" diversification strategy, want to change the scale of loss

　Open the Gome Online website, "Multilateral gold" and "Home Appliances City", "Gome supermarket" and other entrances and parallel appear in the site horizontal navigation. The Gome's gold-buying platform, which is on the line this year, is trying to stir up "a pool of spring" in the gold retail industry. The latest news shows that the multilateral gold-line gold Jewelry Mall will open in Beijing on September 19.

As one of the earliest home appliance chain companies in China, Gome Group has been trying to "go to electrical" diversification strategy in the past few years, emphasizing "Gome" brand name and extending outside the electrical category. Gome-related sources said, "household consumption as the core of the retailer" will become the future of Gome's development direction.

However, gold industry practitioners believe that in the current gold retail industry profits are very thin, the industry chain so transparent background, Gome's gold business as expected to progress smoothly, remains to be seen.

Want to change the size of the loss

Will be opened on September 19, Gome's Super large gold jewelry mall--multilateral gold, located in Beijing West Third ring Central TV Tower. As we all know, Gome's largest storefront in Beijing is also here.

Gome related officials to the "Daily economic news" Reporter revealed that the multilateral gold has long been beginning to try offline channels, in the past few months in the form of counters in Gome stores fairs. This time will be in Gome's large and medium electrical appliances Tower Shop separate 3500 square meters to do gold sales.

March 18 This year, Gome Group announced the investment of 1 billion yuan to launch its new business-one-stop gold sales platform "multilateral gold." Multilateral gold President Yingchi has served as Gome's former chairman Huang Guangyu's special assistant, the gold sales business in the role of the yellow business situation can be seen.

Huangxiangping, the Gome online spokesman, told the Daily economic news reporter that the multilateral gold is the best selling gold merchant in Gome online. Although the multilateral gold is a group holding investment, but with Gome Online is a cooperative relationship, and other gold merchants are treated the same, because the multilateral gold prices are generally lower than the same industry, so the best online sales.

Obviously, "low price" is an important link in the Gome gold distribution. Multilateral Gold Capital Investment division manager Sun Giguang has in public, said the multilateral gold will continue the Gome's small profits and quick turnover concept, in order to lower prices than mainstream gold stores sales.

There is no doubt that multilateral gold is copying Gome's home appliances in the field of successful "to change the size of the loss" business model. Previous media reports said that in order to ensure low prices, gome allowed multilateral gold losses of 100 million yuan a year, in three years to win the market.

"Daily economic news" reporter noted that the upcoming opening of the offline entity shop, gold bare price to 198 yuan/gram. As of September 13, Beijing old-age gold shop Vegetables Hundred publicity jewelry bullion price of 298 yuan/grams, Chow Tai Fook and other jewelry gold in 300 yuan/gram.

Gold industry practitioners to the "Daily economic news" Reporter said that the Chinese gold market in recent years, "Chinese aunt" in the early digestion of a large number of demand, consumers in the purchase, from the perceptual gradually become rational. At present, the price of the gold market than in the past few years is relatively low, and has been hovering in the low, North wide and other major cities of the Jin Dian are in the dead, three or four-line cities and suburbs have played a price war.

Notably, Gome's gold business is not just retail. Yingchi, President of the multilateral gold, said in an interview with the Daily economic news, the multilateral gold will imitate the supply chain of Gome's business, the future does not exclude the gold chain upstream and downstream mergers and acquisitions, further reduce costs.

In other words, gome does not rule out the gold industry chain upstream gold, production processing and many other links, and vegetables hundred, old Fung Xiang and other traditional gold retail stores in the brand model to make a significant difference.

The daily economic news reporter inquires The multilateral gold official information learned that the company responsible for the operation of the Gome gold Business for the multilateral Gold Business Co., Ltd., founded in June 2013, the Department of the United States under the Multilateral Investment Co., Ltd., a wholly owned subsidiary. Business covers consumption, investment, collection, customization, repurchase, the six major sections of the museum, at the same time with the line under the interactive combination of "composite + experience + one-stop" form of operation.

It is clear that gome is intent on building a closed-loop gold industry chain from upstream raw materials, production to multi-channel operations, online shopping malls and physical stores, to consumer services, experience, and later recovery.

Earlier, the British pool in other media interviews revealed that the first stage of multilateral gold is the operation of the online business, while the holiday economy, industry information release and Gold Theme Guild Hall as the main function of the Golden Hui Pavilion will be fully open to the outside. In the second phase, multilateral gold will be marked by the landing of large physical stores. The third stage is its offline entity stores and online replication of different businesses, through the opening of the National network layout, supporting a closed-line national market coverage.

From the current situation, the establishment of more than a year of multilateral gold is about to enter the second phase of the layout. However, those close to the multilateral gold industry practitioners said, "the multilateral gold was reconstituted early last year, which part of the people from the IT industry dug, some people are gold industry, contact with some sales staff feel very general." Although the company has new ideas, it is now in the name of Gome, but the future is difficult to break through. ”

The era of gold "O2O"

It is understood that, in addition to funds, multilateral gold in goodwill, management experience and tool delivery, are seeking to maximize interaction with Gome, which with Gome online cooperation at the end of last year has begun.

Currently, there are four online retail channels for multilateral gold. In addition to the multilateral gold of their own online mall and Gome online, Gome has also chosen a rival platform for the Cat and Beijing East.

As Huangxiangping said, multilateral gold is a group holding investment, and Gome Online is a cooperative relationship. From this point of view, the choice of other platform cooperation is also understandable. "Special resources will be made available to multilateral gold, but they are also paid to co-operate," explains Huangxiangping, who provides access to Gome's online home traverse. ”

From the point of view of time layout, the choice of online marketing is an important step in the multilateral gold strategy, "online + offline" Interaction is the intention. So what is the prospect of selling gold on the line as a special item?

Multilateral gold in the view that the gold industry is not enough competition, multilateral gold is to do is the market complement. The gold business belongs to the future increment market, the market cake will have more than 300 billion yuan (including investment and jewellery), future gold investment area this bigger.

It is understood that the current gold jewelry market concentration is not high, as at the end of 2013, there is no brand enterprises can achieve more than 10% of the market share. However, at present, vegetables hundred, old Fung Xiang and other traditional gold shop has set foot on the line, Chow Tai Fook, Zhousengshen and other Hong Kong brands are also in the layout line, and has achieved good results.

On the other hand, according to 2013 China jewellery consumption data showed that the total retail consumption of Chinese gold and jewelry products over 470 billion yuan, and gold jewelry Net purchase sales for the first time more than 12 billion yuan, its online retail ratio of less than 3%.

For the slow pace of sales on the Gold Line, the gold industry practitioners believe that there are a number of major, one is weak market itself, it is difficult to drive sales; second, the consumer to the Golden Shop brand recognition is not enough, hundreds of dishes are familiar with old Beijingers, so online sales are poor, and Chow Tai Fook, Zhousengshen and other brands on the online sales relatively good The rest is the quality of monitoring and other aspects of the standard, gold is a special product, need to overdo monitoring, different processes, monitoring methods are different.

At the same time, the person pointed out that the gold industry chain has been more transparent, the profit is very meager, gross margin of 10 points around, the good time is 5 points net profit, and in the first-line City open shop, rental and personnel costs is a considerable amount of expenditure. With the current strategy of multilateral gold, do not pursue the maximization of gross profit, can quickly promote the brand, Occupy market share, may directly infringe on the brand influence is not big gold sales enterprises.

In addition, industry-related people believe that the impact of online sales on the retail industry is no more than two levels, one is psychological level, and the other is the behavior level. Compared with the current "primary stage", the psychological impact level of a greater proportion. Gold sales and other products, only its "precious" there are many thresholds, Gome group in the channels, stores, capital and other advantages, years of brand deep or in this regard affect consumer behavior to buy. There are also industry analysts believe that Gome's electrical consumer customers and gold consumer customers have overlapping parts, such as the young people with marriage needs.

In the British pool, gome to enter gold is not a transformation, is the extension of the plate, because the more bullish gold, so Gome's big retail system extends to the industry.

Gome related people also to the "Daily economic news" reporter said Gome has been trying to "electrical", has been involved in real estate, home appliances manufacturing, medicine, sports and other industries. The future will be family consumption as the core retailer as the target, and the development of many categories will be faster than offline development, and then slowly do related extension.