Gome Electric Business Evolution path: From borrow chicken eggs to three carriages parallel

Source: Internet
Author: User
Keywords nbsp Huang Guangyu electric dealer Bowser net Gome electric business
Sina Science and technology Wang Zesen

in the recent round of Gome's capital operation, Huang Guangyu, like a stealth king, still shows his new will in the electronic commerce layout through the high wall.

May 25, Gome Hong Kong Stock Exchange announced that Gome has to 12 million yuan price will be the Bowser net founder Zhiquan the remaining 20% of the equity acquisition, complete holding Bowser net. After this completion, and a total of HK $90.09 million (about 73.33 million yuan) of the price to Huang Guangyu's Gome Bowser transfer network and the new Rui Mei (is responsible for operating Gome online mall) Each of the 40% equity.

so far, Bowser completely "state beautification", and Gome's electric quotient layout will carry out the Huang strategy. In fact, and not as outsiders have argued, Gome was awakened in the era of electricity business, a line of lions, the strength but the end of the day.

Sina Technology found that in the time, Gome to do the electricity business is an earlier batch, it originated in Huang Guangyu, as early as the Beijing east, but because of internal problems delayed down, since then because of the stagnation of Wong Kwong Yu, but whether it is Chen Xiao period or now the cuckoo period, gome attaches great importance to the electric dealers, even to borrow chicken eggs, holding bowser nets, Hope that external forces to catch up with opponents, the Last "cuckoo", "National beautification" Bowser, the formation of two independent electric platform (Gome Online Mall, Bowser Network), an important partner channel (and Dangdang exclusive cooperation) Troika parallel unique situation.

in the current major electric platform pattern, Gome's electric business evolution appears alternative, not only others see not too thoroughly, I am afraid its own also some confused.

Huang Guangyu period

back in 2002, when the Liu is copying gome, Suning's business model to expand his IT chain, while gome in the prime of the year, its boss Huang Guangyu will be two years later "crowned King", the richest man in China.

This October, Gome has begun to take the first step in E-commerce, it set up the E-commerce department, in the After-sales service Center General manager Liu Xiufeng under the jurisdiction. Liu is also responsible for Gome's after-sales service and logistics, she previously served as the general manager of the Gome Shanghai company, known for good profit. One months later, Gome launched its own online mall.

January 2003, Gome Online mall began trial operation. Since March, affected by SARS, Gome Beijing stores customers began to drop sharply, and online orders exploded. 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. But regardless of the opportunity to touch the electric business strategy of Huang Guangyu, 21 million yuan net sales revenue for 2003 Gome 9.346 billion yuan market revenue, just bucket.

, a person familiar with the Gome electric business, told Sina Technology, at that time, whether it is early taste of the electricity quotient of the United States is said to be early in 2000 on the construction of ERP as the foundation of Su Ning, are unwilling to give up the line of the real store rapid expansion of the benefits, the electricity quotient brought bonuses in the large market under the sales, is just a dish of wine, gome in any case will not put the construction of electricity to the critical position.

said that 2003 years of sales to Gome only because of the accidental impact of SARS, since 2004, Gome in the online mall has been tepid. But Mr Huang has not given up on the electricity business. Gome in Hong Kong after the listing, Wong Kwong Yu and Huang had a conversation, Huang Guangyu identified: Gome under the line must and online integration. Huang then do is E-commerce program services, then Wong Kwong Yu invited, Huang joined Gome, as Gome Minister of E-commerce.

said people familiar with the situation, Huang in the United States for several years, in the technology, flow, interface, the Gome online mall several adjustments, although not effective, but also for the Gome electric shops under a number of foundations. In this sense, gome is not without a little electricity quotient gene, but quite embarrassed is, Huang's electronic Commerce Department also is in charge of electronic commerce's vice-president moderation, and in charge of Vice president frequent replacement lead Gome's electric business strategy not to carry on continuously, Huang's department is playing "technology department" role more. In addition to Huang Guangyu was taken away on November 17, 2008 by the police, this period, gome strife, Gome's electricity quotient is mediocre.

Chenhuang Period

until Chen Xiao into the bureau, Gome Electric business and rivals, peers, is far from the difference. 2010, Suning easy to buy sales income of 2 billion yuan, the same period of Jingdong Mall sales revenue over tens of billions, and Gome also stay in only hundreds of millions of of the order of magnitude. In this case, the use of chicken eggs is a way to catch up with opponents.

So, Zhiquan's Bowser net enters Gome's sight. November 2010, Gome spent 48 million yuan to buy the bowser network 80% of the equity. Gome's goods, logistics to Bowser docking, Gome hope that Bowser team, Gome to catch up with rivals of a pair of flying wings.

In addition, the same in November 2010, the Gome internal Chen and Huang's dispute also ended, the two sides reached a memorandum of understanding. A few, March 2011, Chen left Gome, gome into the cuckoo era.

Azalea period

April 2011, Gome announced its launch of its own E-commerce website, that is, Gome Online mall, by the newly established new Rui Mei Electronic Commerce Co., Ltd. Independent operation, and previously by the Gome E-commerce department operation is different, more emphasis on its independent significance and strategic position in the group.

both holding Bowser network, and set up an independent company to operate the official platform, Gome network confusing electric business action by the industry as a duplication of construction, waste of resources "faint strokes."

Gome Group President Wang Junzhou explained that two of the platform does not become Gome's burden, they will have their own characteristics. Bowser network more focused on traditional home appliances, more flexible, Gome online mall from Gome's management system more recent, retail gome a full range of products.

Zhiquan's answer is more direct: "The future Bowser will extend to all the products that Gome is involved in, the products that Gome is not suitable to sell, we will sell it, such as fitness equipment, car electronics, etc." ”

but by March 6, 2012, Bowser CEO Zhiquan announced the post of Bowser CEO and continued to retain his company's directorship, a message that sparked speculation in the industry. Until May 23, Zhiquan will hand the remaining 20% Bowser net equity transfer out, the king completely left the message of Bowser was sitting real.

Zhiquan to Sina Science and technology explained: "Even if no longer hold the Bowser shares, but still retain the Bowser director position, as to when the reservation, entirely by the Board decision." As entrepreneurs, in the development phase of the enterprise needs different people and different abilities, I respect Gome's decision. As for whereabouts, the future will still be in the field of electrical business. ”

Huang's thinking

Swallow Bowser, go to Zhiquan, Huang Gome is what kind of thinking?

New seven days electrical network brand Director Odawara Analysis, this is a typical Huang Yu style, to the capital as a blade, you will not kill you, accept Yongle, received large, has always been so, but now used to do electricity business. Go to Zhiquan and go to Chen Xiao has nothing to do with the performance loss. In addition, the right to operate in their own hands, can better implement the Huang Electric business strategy.

and Bowser and Gome official website who Waste who save? At least so far, not to see the United States have abandoned the Bowser brand plan, because the current flow of Bowser than Gome official website mall. Recently, both are docking Gome's new SAP system, into the Gome group of two online stores, through the supply chain links, the merger of logistics. Gome is better at acquiring and cooperating to expand its strength. Whether it is Bowser or Gome when cooperation, is part of its strategy, from the industry, electrical appliances are just beginning, will not have so fast merger and disappearance, the current market is left to have the opportunity.

According to an anonymous person who visited Huang Guangyu, Huang Guangyu in prison is now "very quiet." The most he did in prison was thinking about Gome's strategic issues.

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