At the end of 2012, Gome integrated its electric business platform is looking for a breakthrough.
December 3, gome Online Mall changed its name to Gome on-line, Gome online and Bowser for integration, to achieve the background of unified management and resource sharing. After the integration, Gome online positioning for the business of the Trans-category comprehensive Electronic Business shopping site, Bowser is mainly responsible for platform operations.
but the "merger" with the outside world is different, the two sides still maintain independent brand, implement double brand operation, the integration part lies in the back end: Information System sharing, member interaction and sharing, some commodity purchase scale and benefit sharing, logistics system sharing, and information service sharing.
Thus, Gome finally ended the electronic business overlapping era. Wang Hanwa, the original Amazon president, told Tencent technology that consolidation could significantly reduce costs and increase the rate of repeat purchases in cases where the cost of a single user is so high.
integration, Gome in the electric business can reduce internal friction. But keeping a double brand is still a mystery. "As long as there are two operating systems, two domain names, will be diluted front-end marketing." "Some electric dealer analysts think.
, a founder of the company who declined to be named, believes that since Gome has already begun to integrate, the Bowser brand may be slowly disappearing, and back-end consolidation is only the first step.
current Gome is still in the second camp. In the 2nd quarter of 2012, China's market share report on the scale of Chinese business transactions showed that the day cat, Jingdong Mall, Tencent, the first three of the separation, share of 57.1%, 20.1%, 4%. Bowser trading scale market share 1.9%, ranked seventh, Gome online did not appear in the top ten list.
Online under the embattled of the two sides of the situation, the originator of the price war, hope that through the integration of their electric dealers, accelerate the online retail industry shuffle.
Mystery One: Will Bowser open platform get traffic support?
Integration is the inevitable choice for Gome to eliminate overlapping business. According to Gome planning, integration, Gome Online Mall changed its name to "Gome on line", Bowser will be independent brand, independent website, independent operation of the model to focus on the development of integrated type of electric business platform, mainly responsible for Gome open platform business.
a person familiar with Gome pointed out that from a strategic point of view, the integration of both sides can reduce costs and improve operational efficiency. "However, there is a prerequisite to doing an open platform-there must be a huge flow of support, the platform is valuable to attract businesses to settle in." ”
and proprietary business can control prices, price war, the platform without huge flow support, can not be rapid-shaped, and the cat, Beijing-east and other open platforms to contend with.
question is whether Gome will focus on the "Bowser" brand?
before, Gome for the first time to participate in the CCTV advertising bidding activities, and to 215 million yuan picked "news broadcast" the first unit of time ads, the United States this year in the CCTV's total amount of about 400 million yuan. Gome Online Vice President Zhang earlier in an interview with Tencent, said Gome will be the future of more brand propaganda resources to the Gome online tilt.
Gome Online and Bowser integration System will also be renamed Gome online. Gome Online president will be chaired by Handepeng, Bowser net former president Dingdonghua as Gome Online deputy general manager, concurrently Bowser network general manager.
this or means that the future Gome online will focus on the promotion of "Gome online" brand.
"The future does not push Bowser?" If does not push, Bowser certainly does not have the flow, does not have the flow to make the platform how can have the value? Traffic problems can be solved, the key to see how the United States to deal with. The person said.
