Gome Electric Dealers Rally

April 18, the largest power sales promotion since the first time this year, Gome online ignited the war. For the electric business industry, the price war is not fresh play code, but always draw the attention of users and to join in. And for the electric business enterprise, the price war is undoubtedly the best sharp weapon that quickly pulled up the sales.

The price war, which was provoked by Gome online, is also a matter of concern: what kind of play will be taken by the new Gome online chairman Shangui, founder of Gome, who has decided in prison recently? After a series of twists and turns and integration, the company has been slower than the number of competitors to take a few shots of the Gome group can rally in E-commerce? How do you find the best balance between market share and profitability? Shangui's first challenge is not small.

Gome has slowed down a lot.

For Gome, even if it cannot be a short-term profit contributor, it cannot be a loss maker. In such a state, by Shangui first to take the United States online, a number of saves the meaning of the crisis.

Gome's pace compared with competitors, "not slow, is a lot slower," Facing the reporter's question, Shangui first as frankly.

Gome's foray into the electricity business is not too late compared with other traditional retail companies. As early as March 2010, Gome had proposed E-commerce plans, and in November, the acquisition of the Bowser network. At that time, Gome's internal control of the dispute has just come to an ending. The acquisition of the way to enter E-commerce, at that time the industry seems to be a sensible move: no matter how the future of the electric business development, put a bowser in the Gome, for competitors, to enter can be kept. At that time, Suning is still in the unknown state, and Jingdong sales also only billions of yuan, for already have hundreds of billions of dollars in the amount of gome, or a junior.

However, Gome's acquisition of the Bowser network is less than a year, Bowser founder Zhiquan announced "out." A senior electric trader on this evaluation: Gome as a traditional enterprise to take the acquisition of the way into the E-commerce industry, is due to their lack of electrical business experience, and Zhiquan's departure just explains the existence of the United States of the interests of the struggle, but also that the United States to do the power of the resource integration is difficult

Since then, Gome Mall and Bowser network dual brand parallel, until last December finally merged into Gome online. For the dual brand parallel, Shangui first explanation is: "Two children one is biological, one is Baoyang." At that time, the idea is to slowly raise up, walking will go the different mode, if two are grown up, the first 5 will have 2, if there is a success, Gome will also have a place in the electric business industry. ”

However, Gome did not think that the two models did not cooperate with each other, but fell into a conflict of interest. People familiar with the analysis, when Suning will e-commerce to the group strategic height, as well as the Beijing-East slowly expand the layout of home appliances sales, Gome electric business sector is in conflict and integration, so backwardness has become inevitable.

March 25, Gome released the results, 2012, Gome listed companies to achieve sales revenue of 47.867 billion yuan, down 20% year-on-year, by the decline in sales, operating costs and e-commerce investment impact, the overall loss of 597 million yuan. For Gome, even if it cannot be a short-term profit contributor, it cannot be a loss maker. In such a state, by Shangui first to take the United States online, a number of saves the meaning of the crisis.

Add and subtract to integrate supply chain

Gome is not online as a comprehensive integration of suning. For example, in the procurement, Gome online share of the line only accounted for 50%, while the line from their own independent procurement accounted for 40%, the remaining 10% or so on the line for joint procurement.

In order to win after the success, it is necessary to carry out resource integration. Shangui first told the "China Operating newspaper (blog, micro-bo)" reporter, Gome online for several months, has basically two websites, online members, logistics, after-sales, supply chain integration.

However, Gome online did not like Suning as a comprehensive integration. For example, in the mining sales, Gome online share of the line only accounted for 50%, while on the line from their own independent procurement accounted for 40%, the remaining 10% or so is the line for joint procurement.

In logistics integration, Guixian that more fully use of offline Logistics is a low-cost way. "Some companies may have a logistics cost of around 5, and our logistics may not be more than 2 points or even lower in terms of efficiency and coverage," he said. In this way, other people need to have 10 points of profit will be able to achieve profitability, and I only need to have 7 points of profit can be profitable. Guixian said Gome Online has more than 400 warehouses and close to 2000 stores, stores will gradually become the goods from the point of reference.

In addition, "Gome from the first market to the two-tier market every day there are one to two times the shuttle, continuous delivery, pull, gome online logistics and distribution can use the feeder logistics platform through the integration of the feeder logistics, to save the distribution costs." Guixian said that in everyone's electricity, the Gome line has built a strong logistics network, Gome online does not need to build logistics, but directly share all the logistics resources under all the storage resources.

It is understood that gome online this year's goal is to achieve profitability. In such a goal, in addition to the integration of the supply chain, Gome Online began to add and subtract on the category. "Gome is not doing it online, like clothing. If you want to do it, it's on the open platform. Guixian said that the category must be to do the procurement advantage. In addition, others do not strong, but Gome believes there are opportunities, can also be included. For example, Gome online will be involved in the field of cultural art, and from modern calligraphy and painting start.

Using a powerful person to integrate from top to bottom is the usual logic of the traditional enterprise. In Shangui first to communicate with reporters, he told the bottom-up "Reform power source (600405, shares)": Kip Assessment. Guixian said that both offline logistics and offline stores will help complete sales online. For example, delivery satisfaction, timeliness and so on will become the line of Staff KPI assessment of the important weight.