Gome has lost nearly 600 million: "The Great Leap Forward" of "power quotient"

Gome has a huge loss of nearly 600 million yuan.

Although the industry on the 2012 annual loss of Gome has been expected, but still did not expect to lose so bad. You know, 2011 Gome is a profit of 1.8 billion yuan.

For the reasons for the huge loss of Gome, Gome chief financial officer Fang said to the media, the electricity business loss rate of about 15%-20%, the total will be nearly 700 million yuan, which is listed as a loss of 500 million yuan. The implication is that Gome's electric business is a drag.

But many people in the industry believe that the huge loss of gome can not be completely put to the responsibility of the electric dealers, mainly because of its previous "Great Leap Forward" to the mistakes of the bill.

A huge loss of nearly 600 million yuan

Gome's 2012 annual results show that some of gome listed companies to achieve sales revenue of about 47.867 billion yuan, down 20% year-on-year, by sales decline, operating costs and e-commerce input, the overall loss of 597 million yuan.

In addition, Gome's annual sales to achieve 4.41 billion yuan (including tax), an increase of 119.1%. Gome Investor Relations, said the "investor" reporter, the reason for the loss, because Gome in the electricity business investment is too large, resulting in loss of performance.

However, this statement has not been recognized by the industry. Home appliance industry expert Liu Buzhong that Gome's losses are due in large part to the 2011-year large-scale opening of 480 stores brought about by the consequences.

"Gome's interpretation is not entirely justified, because the face of the impact of the electricity business, not only Gome, Suning is also." Why Suning is profitable, the key or their own. In fact, the impact of the real store is not as big as the imagination, can not be all things to the electricity business. "Liu Buzhong said.

May 2011, Gome after the expulsion of Chen Xiao, Cuckoo return, immediately launched expansion plan. Gome will be the 2011-Year plan to open up the number of stores to 480, beyond the Su Ning's 370 stores plan. This was interpreted by the media as "Gome's Great Leap Forward". Results, after the market situation of home appliance sales plummeted, although Gome eventually opened 282 stores, did not complete the task, but for the current losses buried a time bomb.

For the 2011-year rapid expansion of the number of stores, the Gome Investor Relations Department of the "Investors," the reporter explained: "More than 2011 years open shop, but the quality of the shop is not high, so the cost suddenly went up." In the second quarter of 2012 we began to close the shop, for rent, rent and rent and other optimization. ”

According to the introduction, Gome for the high cost of rent stores to adjust gradually. For example, the cost of rent accounted for more than 10%, directly close the store, more than 6% will observe a period of time, if you can continue, otherwise closed.

Gome's Investor Relations department stressed that this optimization has been preliminary results, Gome last year has lost 150,000 square meters of rent, rental share is continuing to decline.

For Gome last year's huge loss, National Consumer Electronics Channel Alliance Secretary-General Wu Hanjian that there are three reasons: first, in the past few years, gome in the horse race in the era of competition for the rent set too high, the result of the decline in household appliances sales, ultimately difficult to support; second, the supplier fees significantly reduced, resulting in lower back profits Third is the impact of the electric business, but only 20% reasons.

Gome in the early development process, for the receipt of the supplier's back-end profits too dependent. Last year, the five ministries made a big effort to overhaul the problem of arbitrary charges by retailers, which also cut Gome's revenue. Wu Xian built to the investor newspaper reporter said.

According to Gome's latest 2012-year results, Gome's net income from suppliers is 520 million yuan, while 2011 is 2.07 billion yuan reduced, a sudden reduction of more than 1.5 billion yuan. Visible impact.

Coping strategies are not involved in the core

For the future planning, Gome in the performance bulletin proposed a number of plans. For example: Optimize and expand offline business, in the one or two-line city, Gome will be upgraded to experience stores and flagship stores to increase profitability, continue to accelerate expansion in three or four-line cities, continue to invest in electricity, expand commodities, increase the number of O D m/o E M, exclusive underwriting items, etc.

Especially for the expansion of the three or four-line city, Gome is very determined. "Three or four-line city space is vast, is a competition hegemony market, but also relatively dispersed, this is our future development of important space." In the two-tier market, Gome has approved a separate budget this year to ensure that Gome in the two-tier market development and expansion. "The Gome Investor Relations department said to reporters.

On the expansion of commodities, gome Investor Relations Department said that at present, O D m/o E M, exclusive underwriting goods, etc., has accounted for 20% of the purchase volume of Gome, will continue to increase the proportion.

However, these strategies are not optimistic about the industry.

"Three or four-line city and one or two-line city gap is still very large, the first purchasing power is weak, the second purchase radius is big." We can't be too optimistic about the market. Most importantly, the real buyers in the three or four-line area are working in the cities, and these people are generally in the one or two-line city. Liu Buzhong believes that Gome can try, but not hard to ask.

"OEM and ODM, underwrite custom goods only play a role in promoting, because the mass products still occupy the mainstream market, and the manufacturer will not let you underwrite the core product customization." Wu Xian Jian said.

In addition, the Gome electric business can achieve rapid profitability, many people are not optimistic.

"These explorations and innovations are meaningful, but only health products, not cure medicine, not the Resurrection Dan, not the Dead god Dan Elixir, is the decisive strategy." Wu Xian Jian said.

"I think gome should be close to close this year," he said. Why? There are two ways to improve the financial situation, one is open source and the other is throttling. Because the appliance chain has gone through the peak period, the expansion of the scale has been impossible, and the electrical business is also eating away at the home appliance market, so can only start from throttling, some ineffective and inefficient stores closed, which can reduce a large number of human, rent and management costs. "Liu Buzhong believes that the Gome shop in a single shop profit level of the key indicators of peace and efficiency, and did not do the best, and suning still have a lot of gaps."