Gome on the road to the electric business again suffered setbacks

Gome on the road of the electric business again suffered twists and turns! Following the beginning of the Gome online "blood" under the bowser network, the integration tends to smooth, Tencent technology exclusively learned that Gome Online CEO Handepeng will soon leave, is now on leave. This also means that last year, after the Bowser network CEO Wang, Gome lost an important senior executive.

Handepeng in the United States to work for seven or eight years, three years ago the first hand is responsible for the Gome platform to build, experience gome online from the first 6 people to now more than 2000 people throughout the process, is one of Gome's core figures. However, since last December Gome online and Bowser network integration, Handepeng in the industry basically no sound.

At present, Gome online major activities by Gome Senior Vice president and Gome online Chairman Shangui First take responsibility. Shangui First has a distinct family imprint of Huang Guangyu, representing the family interests of Huang Guangyu. Since April this year, Shangui first full control of Gome online, from behind the scenes to the podium, 90% of the energy on Gome Online, daily in the United States online Office.

Tencent technology call Handepeng, Handepeng confirmed will leave, but stressed that their departure and Shangui first, said the main personal reasons for leaving the past few years too hard, need to rest for some time. Gome Online spokesman Pengliang also said that Handepeng is due to poor personal health and proposed separation, is currently working handover.

Pengliang said, Handepeng for Gome Online has outstanding contributions, in his two-year lead time Gome online to maintain high-speed development, and in the field of electrical business to obtain a certain market position, but through the two years of high rhythm work, the body is a serious overdraft, now need to rest, Gome online CEO position temporarily by Guixian. Pengliang stressed that Handepeng leave will not affect gome online.

However, a person in the electrical business sector pointed out that this year, Gome will certainly spend more energy into the field of electricity, but relative to Su Ning, Beijing East and other opponents, the soul of Huang Guangyu is not in line, so that gome in the electricity business competition is obviously at a disadvantage, at this time Gome online senior turnover, equivalent to high-speed road change tires, will let gome online into more embarrassing situation.

Gome's 2-year deficit 900 million consolidation fallout

December 2012, Gome announced the integration of its gome (micro-blog) online Mall and Bowser network of two major electric business platform, renamed Gome Online, Bowser positioning open platform, 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.

This is a good thing for Gome, the end of the dual-brand "hand in hand" status quo. Former Amazon China CEO Wang Hanwa on Tencent Technology, Gome Online mall and Bowser network pattern overlap, business overlap, in the case of a single user to obtain such a high cost, integration can significantly reduce costs, improve the repeat purchase rate, Gome should have been so integrated.

The latest results show that the Gome Online mall and Bowser network dual operating model to drag Gome financial performance. 2012 Gome Electric dealers to achieve the annual sales of 4.41 billion yuan (including tax), loss rate of 15%-20%, the loss of the listed companies as high as 500 million, accounted for the bulk of all losses, 2011 years loss 390 million yuan. Gome's electricity business 2 years to let Gome lose nearly 900 million yuan.

Gome's online merger has also been painful, with repeated layoffs. There are former Bowser network employees complain, Gome Online Mall A lot of people come up from the line, in the store for more than 10 years or even more than 20 years, they do not bowser people understand the electricity quotient, but they in the leadership bowser. Because Gome Online mall is biological, Bowser network is a stepmother raised. Now the bowser network is in a non-existent.

However, apparently not only the bowser staff, Gome Online CEO Handepeng also as a "victim." People familiar with the matter said that over the past 2 years Handepeng has been responsible for Gome's electricity business, often work 14, 15 hours a day, during the 2012 Spring Festival, Handepeng are working overtime in Beijing. Handepeng has deep feelings for Gome and invests a lot in the online energy of Gome.

Although Handepeng said the departure was purely a personal reason. Can not explain, Handepeng left the same time, Gome Online mall vice President Zhang the same period, Zhang also in the United States for many years, has been gome Online mall to sell the director.

Two senior departures let Gome online "worse". A gome online executive said Tencent technology in the past there has been a light gome's voice, the current Gome online has gone through a very chaotic period, into a new stage, who will not be left to the company's impact, Gome online is exerting force, do not want this process has too much interference.

The Electricity Business Platform war continues Gome's situation is worrying

With the basic formation of the electric business industry, 2013 will be the key to the overall qualifying year. Beijing east from the burning money to seek profit, a shop, Tencent's power Shang hope to Blunt, Suning, gome speed down from the line to the line transfer. However, Gome in the electric business camp position embarrassed, the second, third Echelon.

Gome is facing challenges ahead of the line: Electric business opportunity cost is more and more high, the cat and the east Beijing formed two flow black hole, rob new user cost is very high; competitors attack ferocious, suning easy to purchase although relatively rough, but Suning chairman Jindong determination and investment no one can compare; Especially lacks the management team which has the electrical business experience.

sent on behalf of the Network CEO Kongkong (micro-Bo) said that the impact of the traditional retail sales will be further intensified, Su Ning, Gome does not have too many retreat, if the electricity business does not, not only the ground store, may also want to Su Ning, Gome's life. The Gome electric business is particularly detrimental to the soul of Huang Guangyu long distance from the line, so that the strategy can not be well implemented.

Huang Guangyu two years away from the first line, Gome and Suning gap more and more widening. Gome lost 597 million yuan in 2012, the first annual loss for the listing in the last decade, and 2011 Gome profit of 1.84 billion yuan. In the same period, despite the impact of the impact of the electric shocks, suning net profit fell 44.37% Year-on-year, still has a profit of 2.682 billion yuan, the revenue is gome twice times.

In recent years, Gome, which has experienced Chen's turmoil, has just been on the right track, facing a more precipitous competitive environment. and Gome all decision-making have Huang Guangyu prison remote control, undoubtedly make gome decision-making cycle long, relatively slow action.

A gome online insider on Tencent Technology, whether it is suning or gome, the most need is not to care about a city a pool of gains and losses, but in spite of the group from the development of a more clear big strategy. Gome strength does not need to worry, the past few years Gome Electric business is the foundation stage, relatively speaking, Gome has a complete system, both cooperation and independence.

such as Bowser and Gome online mall in personnel, operations, technology, warehousing and logistics and other aspects of the unified management, in a certain case, expenditure significantly reduced, loss will be greatly alleviated, but also maintain a dual brand operation, Suning integrated red children are different, red children are basically silent. These people pointed out that "some of the electricity business share is to rely on losses, the greater the size of the larger, as long as the capital investment enough to the same size can increase, but gome is the most important group-level strategy to be clear." ”

Gome Online spokesman Pengliang pointed out that the electric business is a long-distance running, the domestic electricity business is still in the initial stage, now ranked not the final pattern. Instead of transferring the product to the Internet, the electric dealer is going to return to the "business" nature. Most of the top 10 electric dealers in the United States are online shop and offline entity stores simultaneously, pure electric business enterprises only occupy one seat.

Pengliang said that the proportion of total consumer goods is still very small, market opportunities, if not regardless of the cost of the pursuit of scale, gome online can also do a good job on the figures, but this is not gome online current pursuit. Gome Online will focus on improving the consumer experience, which in itself requires a longer-term process, but will go more down-to-earth.

Current pursuit of profit or loss of greater opportunities

Gome Electric business has been considered as a "hidden but not hair", the enthusiasm of the electricity business is also inadequate. In Su Ning still massively snatch share, the former price of the butcher Gome has no intention to play price war. Guixian, Gome's online chairman, said Gome's online target is to minimise losses this year and seek to make profits this year.

Gome Online 2013 years to take the internal and external strategy. On the one hand, through the internal integration and dual platform to establish the cultivation of "inner strength", the group will release the Chi supply chain every year, on the other hand, will pay more attention to "Wei Gong" cultivation, including brand building, consumer service improvement and optimization, emphasizing the scale of the foundation, the profitability and sustainability in the first place.

From the product strategy, Gome online clear to home appliances, 3C and other categories for a solid foundation, in the new field to try, fast card position in certain areas to obtain a leading position, such as the medical industry, culture and arts, home textiles and maternal and child education, and plans to 5 categories, one category into the final stage of preparation, The plan will be launched in two months.

The supply chain is particularly stressed in this series of strategies. Guixian pointed out that the supply chain is the core competitiveness of the retail industry, if there is no supply chain advantage, there is no voice in the market, the road will not be very long. Gome Online to build supply chain as the core business to do. "Now that we are getting closer to the profit target, I am sure I will deliver on what I promised then," he said. ”

However, the outside world appears to be the most needed to solve the problem of gome online, scale is still the first priority. Paller Consulting Senior Director Luo Qingxi (Weibo) said that the loss does not matter, the key is whether the ability to debt. No debt, no change, no business. "To compare with the Internet, can not adapt to the Internet, the loss of small meaningless." Another person said that short-term losses will not let gome bones, abandon the scramble for electricity market position may let gome lose everything.

No doubt, Suning easy to buy 2012 All the way, has been squeezed into the top three. Suning easy to buy glossy sales figures behind, to a large extent from suning regardless of the cost of investment. such as Jindong not only for suning easy to buy a luxury building, also under the command: Suning is the place of Suning easy to buy, ask all over the branch will suning in the local operation promotion as the largest flagship store to prepare, will suning easy to buy in all parts of the sales data into the General Manager performance evaluation range.

Suning easy to buy this momentum is still in 2013, the outside world is difficult to see this determination in Gome, Gome electric business prospects are more worrying. In this regard, Gome online spokesman Pengliang pointed out that the 2013 electric business competition is mainly concentrated in the "supply Chain" and "user experience" two aspects. Among them, the "supply chain" corresponds to "price", the supply chain ability determines whether the electric business can provide consumers with competitive low-cost high-quality goods for a long time, supply chain is the real location of the electric business competition.

Pengliang stressed that profitability and scale do not conflict, if the supply chain advantages to maximize, can achieve this goal. Gome online now to do is on the basis of profit on the pursuit of a larger scale, to build a healthy and sustainable development model, otherwise, if the pursuit of scale does not consider health, the future damage to the entire industry and the interests of consumers.

Supply chain is undoubtedly the advantage of Shangui first, Shangui almost the line business, the lack of Internet experience is Shangui first "mishap." Shangui first how to convert the advantages of Gome to the advantages of power, disadvantage does not appear? This is the first question Shangui need to answer. There is no doubt that the current Gome online is at a critical stage. Guixian once said: "I am gentle to people, but do not do things gently." Then, in the Red Sea competition, "not gentle" Shangui first to lead Gome to break through?