Gome 0 Entry fee reform

Gome's efforts to eradicate years of industry ills will be a huge challenge for both itself and the retail sector as a whole. -Wen/Our correspondent Cao Jinan Quancheng Road 180th, Qilu International mansion, two months after the end of August, Gome stores reload.　　This is an unusual store opening, it is destined to be in the history of the United States, leaving a wonderful turn of the pen. The newly opened store not only cancels the entrance fee for the appliance makers, but also rejects the manufacturers ' promoters entering the store. Gome said: "Jinan store is gome this reform pilot, now Gome has been in the country 50 stores to carry out this pilot, if the operation is more successful, or will be promoted in the national store." "Entrance fee has been criticized by the industry unspoken rules, home appliances stores to collect the entrance fee of home appliances manufacturers, and depending on the location of different fees charged."　　The manufacturers complained incessantly. Before this, gome all over the store entrance fee charging standard is not the national "chess". Even in the same area, the price of each store is "fragmented".　　Taking Fuzhou as an example, a kitchen electric brand in 2006 in Fuzhou, Gome Pavilion store sales of more than 900,000 yuan, entry fees as high as 100,000 yuan; Fuzhou's Gome Cangshan store sales of more than 400,000 yuan, the store charge entry fee of 15000 yuan, and Gome Qiao store sales less than 300,000 yuan, no charge.　　The same area of charges also have the same situation, in Beijing, for example, in Gome's 34 stores in Beijing, regardless of the number of sales, entry fees are the same. The selection fee is also a headache for manufacturers.　　According to previous statistics, at least more than 10 cities have such charges, and some stores are even up to the cost of the factory sales of about 10%. The entrance fee is a very substantial income for the store.　　Gome in the first half of 2009 from the supplier of fees and other fees charged 1.364 billion yuan, is the first half of the United States 671 million yuan profit twice times.　　Why did Gome voluntarily give up the fat? "Huang Guangyu incident", Gome once plunged into a tight capital, management changes in the plight, and suning quickly bigger. The two semi-annual reports show: Suning appliances in the first half of 2009 to achieve revenue 27.334 billion yuan, an increase of 5.46%, Gome's total revenue of 20.463 billion yuan, down 17.73%.　　On the number of stores, the distance between the two sides also began to narrow. The pilot to cancel the entrance fee, Gome is intended to win the market, planning to roll over.　　This is also a benefit to many.　　For manufacturers, the cancellation of the manufacturer's entry fees and promoters, reducing the cost of manufacturers, so that the relationship between the manufacturer and the store more reasonable and smooth, is conducive to the work of the manufacturers and Gome focus to improve sales efficiency transfer.　　For consumers, reduce the cost of the manufacturers will be more concessions to consumers, the store can be completely in accordance with consumer demand to display products, but also can greatly reduce the entry threshold for manufacturers, so that more small and medium-sized enterprises to enter the sales of products, to provide consumers with a richer choice. However, Gome, which has blocked the money for entry fees, hasHow to maintain profitability?　　Gome's development strategy has shifted from store expansion to "efficiency improvement, network optimization", the abolition of entry fee is the first piece of the strategic transformation. One of the most important changes is the way the contract is signed.　　Since then, all procurement contracts must be signed at the headquarters of the United States, in 0 for both parties to set the annual fees and the return period, and so on, the local branch office without the manufacturer's confirmation, the right to increase any costs outside the contract.　　This series of measures to circumvent those gray, unreasonable fees, the content of the reasonable charges in black and white on the contract, so that the retail supply become standardized, transparent, reduce unnecessary costs, so that manufacturers input-output ratio maximization, can attract manufacturers to invest more resources. In the long run, due to the unified transfer of reasonable fees and charges, the contract also increased revenue. At the same time, in the store terminal, gome through the reunification of the decoration, unified layout, the formation of regional booth, not only to facilitate consumer purchase, but also to save space to attract more brands to settle in. This release of the operating space, coupled with the increase in the sample rate of goods, the United States can get the "embankment outside the loss of compensation" effect.　　This change will also lead Gome to the commodity business and to obtain the direction of the price difference. For example, Gome was the first to complete the transformation of the Beijing Tower shop, due to the cancellation of the entry fee, lowered the threshold, more manufacturers more goods into the shop, the sample number from the original 20,000 to 50,000 pieces, sales also climbed 18%.