Two brands coexist: the embarrassment and entanglements of Gome

This is a passionate June, is a hot June, is a red June. Jingdong Mall, Day Cat, Bowser, http://www.aliyun.com/zixun/aggregation/30829.html "> Gome Online Mall, Suning easy to buy ... A number of electric dealers detonated an unprecedented sale of home appliances, electric dealers once again become a hot spot of public opinion. After the price war let our eyeball fatigue, we might as well look at Gome's electric business strategy.

On the nail, the power of dual brands and multi-channel coexistence of the status quo, will make gome quite embarrassed and tangled.

November 2010, Gome spent 48 million yuan to buy the bowser net 80% of the equity, this is the electronic power of Gome electric force in the field of a signal, because gome into the electricity business as early as in 2002 has already marched. 2002, Jingdong Mall's boss Liu is copying gome, Suning's business model to expand his it chain, for strategic defense, Gome in October 2002 set up the E-commerce department, Gome Online Mall in 1 months after the on-line operation.

2003 the sudden SARS, let Gome tasted the sweetness of the electricity quotient. Gome at the time of internal documents, the 2003 Gome online sales revenue of 21 million yuan, and then Huang Guangyu to the site's sales plan is 2.5 million yuan, SARS inadvertently became the catalyst to promote the rapid development of Gome E-commerce. After the SARS, Gome Online mall performance is tepid, after all, Gome has no electric quotient gene.

In Jingdong Mall constantly gongchenglvede under the pressure of the lack of electric quotient gene of Gome to accelerate the distribution of electricity, acquisition has become a shortcut. In this context, only the November 2010 Gome acquisition of Bowser action. At that time, many people in the industry have doubts: Gome has a gome online mall this platform, plus Bowser, two platforms, how to operate?

Will Bowser net into its own, Gome did not let this pair of electrical goods licensing to the benign development, which seems to confirm the Gome acquisition Bowser, is only in the performance beyond the rumors of Suning easy to buy. It is reported that 2010, Suning easy to buy annual sales have reached 2 billion yuan, Gome online mall sales But hundreds of millions of.

In the past 2011 years, Bowser network independent operation, and Gome has not been deeply integrated. Gome Online Mall, the record is not outstanding. According to public data, as of the end of last year, Bowser and Gome Online mall, respectively, loss of 154 million yuan and 140 million yuan.

In fact, Gome electric power of the two brands coexistence strategy is messy, there is no clear direction. To this end, Gome will readjust the electric business double brand strategy, the acquisition of Bowser net remaining 20% shares is the first step. At the end of May, Huang Guangyu invested 90.09 million Hong Kong dollars (about 73.33 million yuan) through its gome company to win the Bowser network and the new Rui Mei (operation "Gome Online Mall") Two home appliance sales 40% of the equity. Through this share transfer, Huang home to the Bowser network and new sharp beauty formed an absolute controlling power.

After Huang's holding Gome online mall and Bowser, Gome has made a new exposition on the status of two platforms. Gome Electrical Appliances President Wang Junzhou, said in an interview with the media, Gome Online mall as the United States and the brand of the only retailer, but also gome electric power of the bridgehead, strategic significance is extremely important.

According to Gome insiders said, Bowser and Gome online mall integration is in order, Gome has invested a huge amount of money. Perhaps many people think, Bowser and Gome Online Mall of the depth of integration began, meaning Gome dual brand strategy has been very clear, but gome and when the cooperation, what is the strategy?

From the overall situation, gome in the field of electrical business and when cooperation, there are two independent brands, Bowser Network and Gome Online mall. How to operate between three platforms? How to integrate? How to avoid conflicts? These thorny issues will make gome awkward and tangled. In the future, we may wish to wait and see how Gome's electric business strategy is going.