Gome to sell gold, O2O flow is the problem

Huang Guangyu sister the gold business, in the electricity business to smash money to change the scale,

Online store back to expand open Shop mode

In the days of the boss's absence, the gome industry has never been the same as this year, full bloom, a good run forward momentum. Gome performance, Gome Gold, gome electricity, stock repurchase and other news come together.

Fine Count Gome This year's movement, the Huang style is becoming more apparent.

At present, home appliance retail industry has been changing, suning is the transformation of Internet enterprises, an Up-and-comer Ali, Jingdong has been listed, Gome must "keep up".

Gold Huang's style reproduction

Gome is selling gold.

September 19, covers an area of 3500 square meters of oversized gold jewelry mall--multilateral gold in Beijing West Third Ring opened. It is noteworthy that it belongs to Huang Guangyu family, by Gome founder Huang Guangyu planning.

Data show that the multilateral Gold Business Co., Ltd. is responsible for the operation of the Gome gold business, was founded in June 2013, under the Gome holdings of Beijing Multilateral Investment Co., Ltd., the multilateral Hui is Gome holdings in 2012 to set up a new investment business plate, its legal representative for the sister Huang Guangyu, Gome holding President Huang.

The President of the multilateral gold by the yellow family veteran Yingchi as, he followed Huang Guangyu for many years, did Huang Guangyu assistant. The British pool said that the multilateral gold all related business, investment, development plan through the letter, "Huang Zong (Huang Guangyu) can know".

Since it was Huang's business, it was decided that multilateral gold was born with a pronounced yellow style.

It is understood that in order to gold business, Gome investment in the early period of huge, has 1 billion. "Gome also has to build a gold industry chain from upstream materials to channels to consumers and recycling, and may have to buy gold," said the head of multilateral gold. ”

Management, the multilateral Gold Investment division manager Sun Giguang said that the multilateral gold will continue to the Gome's small profits but quick turnover concept, to lower than the mainstream of the price of gold stores sales. To ensure low prices, Gome has allowed multilateral gold to lose 100 million yuan a year to win the market in three years.

August, gome Six months Report performance interpretation meeting, Gome high level dedicated to the media strongly recommended the upcoming opening of the multilateral gold, I hope the media attention. In addition, the multilateral gold on the online mall has been settled into the Gome on-line platform.

Revive electricity dealers regain "loss for scale"

Huang Guangyu has been very "concerned" about Gome, which he neglected.

Wong Kwong Yu questioned the news of the electrical business. In the 2012 6 18 electric business war, there has been news that Huang Guangyu's prescription for Gome is "dragged" to the death of Beijing east. But in the end, Beijing East was not dragged to death, Gome was due to the huge investment by the electricity business into losses, until 2013.

A person familiar with the matter said that, after receiving a report on the development prospects of the company and the retail industry, Huang believed that gome online business, "Gome line" needs to do well.

2014, Gome online again "high-profile" up.

"Which system price three consecutive times higher than Jingdong, the head of the direct pack up and leave!" The statement comes from Gome Online chairman Shangui First, he will muzzle first aimed at the Jingdong.

Shangui is also the veteran with Huang Guangyu's partner for many years. Inside the argument is that he has a clear family imprint of Huang Guangyu, that year Guixian in Gome online, is Huang Guangyu "point".

After the death of Jing Dong, Shangui first this year and led Gome online to do a few things.

September 3, Gome Online announced the expansion of an open platform to launch the "First year free Commission" policy, which is the first in the industry.

Recently, the United States, Gome online hit huge sums of money, announced the Union Minsheng Bank, China Merchants Bank, micro-letter payment, such as the introduction of "National Cool Coupons", consumers use the coupon to buy goods, can be reduced by 3%.

Shangui first of Gome online to catch up with the first object, delineated as Suning easy to buy, plan to use 2 years to complete this catch goal.

All of the above actions, it is clear that Gome online has no longer adhere to the pursuit of the conservative goal of profit, the loss of the size of the wolf sexual play again picked up.

The rise of Gome's online status is also evident in many places. It is understood that the current Gome online office area from the Zhongguancun Ding good mansion moved to the headquarters of the United States, Peng Run mansion, convenient headquarters control.

Adjust line back to expand open Shop track

The current gome industry, the largest plate is still its survival of the offline storefront, the plate's main task is to keep profits, especially after 2012 years of loss.

In 2012, Gome lost 597 million yuan, the first loss in more than 8 years. Since then, Gome offline stores began to shrink, once reduced about 100. 2013.5 Annual report shows that, at the same time, the Gome sales and sales per square meter to achieve a year-on-year and double growth, the success of the United States to turn to profitability.

August 28, Gome President Wang Junzhou in the annual performance statement, the Gome store network adjustment period has ended, the second half of Gome will return to expansion track.

It is understood that Gome will store incremental focus on the two-tier market, the second half will increase coverage, focus on the development of the region is the Shanghai-Nanjing line and densely populated inland provinces in the west.

2014 years, the report showed that the first half of the new stores 55, of which two-tier market has 34, while in the United States as a whole to increase 7.3%, while the two-tier market growth of the same shop is up to 11.3%. Wang Junzhou revealed that the plan for the next year in the two-tier market opened 80 to 100 stores.

Will the expansion of the second-tier market repeat the situation of high repetition rates and inefficient stores in the first-line market expansion? In this regard, Gome said that the current two major household appliances chain in the second-line market accounted for not high, large market capacity, on the other hand, Gome in the first line of the market is still open large stores as the goal.

At the same time focusing on the second-tier market, Gome's organizational structure has been restructured.

Gome's President Wang Junzhou announced that Gome plans to be the original branch management by the first level of 75 two branch, independent Operation branch.

"Originally from the first level branch management of the level Two division independent, operation, decision-making efficiency will be higher." Wang Junzhou said, after the adjustment, each branch will become a small micro-entrepreneurship team, to achieve a flat organizational structure.

Buy back Shares in Gome

In the capital market, Gome also moves frequently this year.

The first notable is the two-month gome four times repurchase.

May 26, Gome bought 5.745 million shares from the market. The previous April, Gome also has three times repurchase.

A total of four repurchase, the cumulative repurchase shares of 61.527 million shares, accounting for 0.365% of the issued share capital. Gome's chief financial officer, Fang, said the repo was meant to reflect the company's confidence in the new strategy and to show that its value was undervalued. ”

Gome in Hong Kong stock market market value of about 3 billion U.S. dollars, suning in the domestic stock market market value of about 8 billion U.S. dollars, and Jingdong in the United States Nasdaq on the first day of the market capitalisation reached nearly 30 billion U.S. dollars, Gome and its opponents big gap.

In addition, the Beijing News reporter also found that gome electric repurchase at the same time, the major shareholder Huang Guangyu in the first half of this year increased the Gome, is the only time in nearly two years.

The record of equity movements shows that Huang Guangyu, through the 4 companies wholly owned by the company, has increased holdings of 108 million shares of Gome, accounting for 0.63% of the current total equity. Beijing News reporter Li

Extension

Copy Electrical mode selling gold

Multilateral gold chief President Yingchi said, the multilateral gold will imitate the Gome electric business aspect supply chain idea to carry on the gold sale.

Sell the farmer to play "low price card"

Beijing News reporter in the multilateral gold West three ring stores see, the new opening of the multilateral gold is the first grams of gold 198 yuan Low-cost strategy, compared to the same period vegetable hundred, works the United States, Guohua and other Beijing mainstream gold sales market price low 100 yuan.

According to the multilateral gold related leaders, low price is a multilateral gold is one of the main promotional strategy.

Zhao Saijun, a senior analyst at Yi-ku, believes that the home appliance industry has entered a bottleneck in recent years, with the home appliance industry closely related to Gome, suning transformation into inevitable. Gold Jewelry Retail Industry currently does not have a national oligopoly, the weak brand of gold products, standardization, customizable features and electrical products similar to the laws of the product, can make the United States to extend their electrical business in the price war, control industry chain and other classic play.

Ling Yan Management Consulting chief consultant Lin Yue that the gold industry and the electrical industry is completely different, rely on low-cost strategy is not enough. "Product design, brand awareness and shopping experience are all more important to luxury goods." ”

Flow into O2O puzzle

Sun Giguang, manager of the Multilateral Gold Investment department, told Beijing News reporter that the O2O model of sales in one line is the other main strategy of Gome's gold sales. "Users can shop online to experience the purchase, but also in the multilateral gold online shopping mall directly to buy gold." ”

South China Institute of Electrical and Commercial research researcher Peng Hailian that the current domestic gold investment in the main group of people still in the majority of middle-aged and elderly, this category of people basically under the main line of consumption. "Gome's online current traffic cannot achieve a significant purchase conversion rate. "Beijing News reporter Chen Bai