Gome challenges billions of electric dealers to build Logistics Base

Comprehensive acquisition of Bowser, 400 million yuan bid CCTV ads, huge sums of money to build a nationwide logistics base, all of which are in the field of gome electrical appliances in the high-profile appearance to prepare.

Soon, December 3, Gome Group officially announced that it will integrate its Gome online mall and Bowser network of two major electric platform to achieve a unified background management and resource sharing. After integration, Gome Online mall will be officially renamed "Gome Online."

According to Gome, "' Gome online ' will use the line for many years of brand advantage, full integration line under the advantages of resources, expand online brand influence, to meet customer demand, and comprehensively promote the implementation of Gome E-commerce strategy." ”

Gome's E-commerce strategy, GOME President Wang Junzhou said: "2015 Gome to do the scale of the electricity quotient of billions of billion, become the most profitable power of the electricity business." ”

However, by the end of September 2012, Gome's total sales of 3.1 billion yuan, although the year-on-year growth of 160%, but because of the low base, hundreds of billions of plans are still lofty. What people need to know is, behind the Wang Junzhou confidence, what kind of strategic support does the billions of goals need?

Consolidation rather than consolidation

For the media widely reported on the Gome Online mall and the merger of the Bowser Network news, from the Gome online propaganda staff told the "China Business newspaper" Reporter: "We are integration and not mergers, integration is only the optimization of the allocation of resources, and the merger means a combination." ”

Indeed, December 5, gome online Web site announcement "Gome integration of the two major electric platform officially renamed Gome Online", which refers to: "Gome Online Mall will be officially renamed as ' Gome On-line ', at the same time, Bowser will rely on Gome online strong background capabilities to independent brands, independent sites, The independent operation mode concentrates on the development of the integrated electric business platform. ”

Clearly, different from the public opinion at the beginning of the understanding of the Gome Online mall and Bowser network of the United States, "Gome online", Bowser is still an independent entity, although from the consumer point of view, whether in the original online shopping mall or to Bowser shopping will achieve the "Gome online" unified model, but in the internal operation and management, Gome is still operating on two electric platforms.

Gome Online CEO Handepeng said: "As soon as January 2013, we will be able to achieve two sites to use a member account login, members in Gome online can search Bowser online merchandise, two of items on the website can be added to a shopping cart for easy payment." ”

However, people from inside Gome told reporters: "The integration of the two more important significance lies in the external integration of publicity, before this, Gome Online mall and Bowser network marketing costs are always double, in the background of limited sales costs, the integration of both help to reduce marketing costs and the corresponding management costs, And 2012 Gome threw 400 million yuan bid CCTV ads, is also in the main gome online. ”

At the same time, for Gome Online mall and Bowser network, although there is a certain degree of complementarity in the commodity category, but consumer awareness is not clear, the feeling is always like a contradiction between the two brands, the integration of the two will help form a unified understanding of consumers, strengthen gome in the eyes of the consumer position. ”

Bowser Network vice President Pengliang also told reporters: "Gome Online Mall and Bowser network are business integration, not merged." After the integration of Gome online more attention to commodity management and customer management, Bowser network is more focused on platform management. We will make the two platforms on the basis of internal sharing ' differences ' to establish more advanced e-business business model, reduce costs, improve efficiency. ”

Pengliang also said: "In the integration, two sites of homogeneous price ratio of goods will exist, Bowser will be in the form of platform expansion and prosperity Online integrated category." ”

Handepeng also said: "Gome will continue to establish a unified technology platform, so that talent, system and other resources efficient interaction, and further enhance the company's business management platform for the power, to achieve the maximum efficiency of resource input and output." ”

Dual brand constraints

Gome Electric Business Integration Strategy, the industry more recognition, the industry said: Gome Online will be Gome's future center of gravity, Gome intends to Bowser to create a cat-type procurement platform, while helping to reduce costs. The retail industry started the annual purchase of large commodities, the future will be the use of independent sales of closed management, so that online under the line to play a synergistic advantage, strengthen the core competitiveness. ”

Obviously, this with the United States since 2012, the emphasis of "multi-channel development strategy" highly consistent, under the multi-channel development strategy, gome several times stressed that the line under the resource sharing, in the electricity business, Gome has also repeatedly pointed out that the use of strong offline accumulation of resources to support the electric business, and the power quotient integration will make this kind of resource support the effect to achieve maximization.

For Gome's offline resources, Bowser network vice President Pengliang said: "In the supply chain, for example, Gome annual super billions of procurement scale enough to ensure that most of the goods to maintain absolute price advantage, even in the normal sales situation, can also ensure that most of the goods are lower than the market price, and abundant stability, This depends on Gome's strong logistics support capabilities. ”

At present, Gome in the country more than 200 key cities with large storage base, the national 123-line City of large household electrical appliances to achieve the basic logistics distribution, which is in the logistics construction period of the pure electric business enterprises.

In fact, the difference between the existing electrical logistics advantage is Gome has always been particularly stressed, Wang Junzhou in an interview with this reporter once said: "Gome over the years accumulated land resources, can maximize the cost of storage." ”

Not only that, Gome holding president Huang in an interview with this reporter also stressed: "Gome is to build a more powerful logistics base, through the base, not only can the Gome's electricity dealers benefit, including suppliers, distributors can use the logistics system and thereby help them reduce costs, It will be a further strengthening of Gome's competitiveness. ”

An industry insider who declined to be named said: "Gome in the field of electric business needs to start fast, the existing dual brand constraints must be resolved, Gome to sell Bowser, inevitably to add new competitors or strengthen existing competitors, an unsuccessful acquisition will also cause serious damage to gome goodwill, Gome through the integration strategy of the transition, on the one hand, Bowser platform model once successful, Gome will be more powerful, at least help to reduce its sales costs, and realize the maximization of logistics system benefits, and once the rapid profitability, or will fade out of the market, will not cause too much negative impact. ”