Gome faces a big test: Founder Handepeng two years of close to 900 million

May 6, Gome Online confirmed CEO Handepeng will leave in the near future news. People close to the situation said Handepeng submitted his resignation one months earlier because of "too much pressure".

2012 end to complete the online mall and Bowser network integration of Gome (0493. HK), proposing to turn the electricity business into a profit at the end of this year, doubling the pressure on Gome's online management. 2012, Gome's business overall sales of 4.41 billion yuan, the loss rate of 15%-20%, spread to the listed company loss of 500 million yuan, and 2011 listed companies, part of the loss of electricity dealers 390 million yuan, the two years of Gome's business losses nearly 900 million.

For South Korea's departure, Gome Online explained that the two high pace of work let Han body serious overdraft, and Gome online CEO position by Gome Group Senior Vice President, Gome Online Chairman Guixian concurrently. Handepeng joined the United States in 2003, successive Group sales Center Deputy Director, Jinan Branch general manager, three years ago to move to E-commerce, Gome electric business platform to build up. Handepeng's departure is only less than half a year after Gome's online announcement is complete, adding more variables to Gome's goal of turning the profit at the end of the year.

Creator off site

2010, just as Huang Guangyu, Chen Xiao, the control of Gome increasingly white-hot, Handepeng began to build Gome E-commerce platform. April 20, 2011, the United States officially launched its E-commerce website Gome Online Mall, combined with just the acquisition back of the Bowser network running a dual-brand strategy.

According to the original plan of Gome, online mall and Bowser network are respectively for different product markets and consumer groups of two electric business platform, but with the operation of the two platforms, both because of the pattern and business overlap, Gome's dual brand strategy has not played the expected effect, the largest loss of listed companies plate.

Gome earnings show, by the dual operating model dragged down, 2012 Gome electric business sales of 4.41 billion yuan (including tax), the loss rate of 15%-20%, spread to the listed company after the loss of 500 million yuan. By contrast, Beijing-east last year turnover amounted to 60 billion yuan, and suning electric business sales also reached 18.336 billion.

However, for Handepeng, the biggest pressure does not come from competitors, but gome in the development of e-commerce wavering attitude.

December 2012, Gome announced the integration of its Gome online mall and Bowser network of two major electric business platform, renamed Gome Online, the original Gome Online mall CEO Handepeng as Gome Online CEO, Bowser Network CEO Dingdonghua as Gome Online Vice President, Shangui first as Gome online chairman.

Gome insiders told this newspaper, for the development of E-commerce, the company has been a dispute, "the electric business channel has always been difficult to replace the experience of the store function, a round of price war, and finally found that the price of electricity is not much lower than the real store, but the profit is often the entity shop. "Gome insiders believe that gome in E-commerce has not found a clear direction, coupled with the boss Huang Guangyu away from the line, resulting in the electric business strategy wavering."

By Suning easy to purchase advertising promotion costs rise, suning last year advertising fees soared from 1.19 billion to 1.58 billion, in addition, the next three years Suning will also invest 22 billion yuan to develop logistics projects. Gome online at the end of this year to achieve a profit, but with Suning easy to buy big investment compared to, "investment and support strength are not enough, but demand to make performance, Han's departure just for swing strategy to pay." The people familiar with the matter said.