Gome Online Integration Bowser is the layout or chaos?

Gome yesterday announced the integration of its two major electric platform, renamed Gome Online. Can the integration save the http://www.aliyun.com/zixun/aggregation/22331.html "> Gome business?"

Gome lost 687 million in the first three quarters of this year, with less than half of Suning's revenue. The online business is not progressing smoothly, is the main reason for the loss of Gome. Credit Suisse believes that gome, whether online or offline business, has lagged behind competitors too. The stock market also reflected this point, as of yesterday's close, Gome reported 0.77 Hong Kong dollars, the market value of HK $13 billion, only Suning market value of 30%.

If a year ago Gome online integration Bowser, vigorously expand the standard category, clear the direction of the development of the +pop platform, ultimately, whether it can be successful for the moment, may really affect a year after the market pattern. Just now, it all seems to come too late. In particular, the things that Gome is doing online in the past few years, the market opportunity is fleeting, not when you reach out at any time, can seize.

Perhaps the 2010 equity debate slowed the pace of Gome's advance, leading to its failure to make forward-looking predictions about the real crisis. At the end of 2010, when Gome acquired Bowser 80% shares, can be seen as gome vaguely aware of the threat from the line, when Gome bought the remaining 20% per cent of the bowser in May this year, but still did not know how to do it, until the third quarterly loss this year, the United States seems to clear the direction, have to make a change. But Gome's online integration of Bowser is, in essence, a passive decision.

From Gome Online will be 3 C business when this move, Gome online at least at the beginning of this year still did not determine the idea of independent development, in the preparation of insufficient inputs, but also expect to look while walking. Gome and when the cooperation, fundamentally lack of interests intersection point, gome Hope when it can bring its online business with big, and when also repeatedly said its ambition is not in 3C, only to Beijing East launched book price war and a sigh of relief. Such a strange partnership, failure is not surprising, especially when condescended to settle into the cat, Gome in the store in the shop, is in an awkward situation. Withdrawal will affect a part of the revenue, not to withdraw is a large brand parasitic under the small brand.

Gome Online and Bowser network integration, take the road of independent development is inevitable, the key lies in the strength and determination of gome. At present, the two combined market share is only 0.6%, in the competition is in the wind, can imagine, the new Gome online does not experience a frenzied price war after the rebirth of fire, it is difficult to occupy a place in the electricity market. However, all the signs that 2013 will be the year of the regulation of electronic commerce, the National Integrated Network commodity Trading supervision system will be completed in the first half of next year, even if Gome is willing to invest heavily in crazy Sprint, the market does not seem to leave too much room for it.

Gome has recently invested 450 million of its advertising charge in prime time for CCTV, and said it will be used to support online business. This is a strange decision to open up online business is to go to traditional media advertising, giving the impression that Gome is still not firmly integrated into the line, but also on the edge to see.

Gome online and Bowser integration of the single backstage double front-desk tactics, is also very questionable. If Gome online focus on self-employment, and Bowser flagship platform to join, will not give the platform to join a different kind of feeling inside and outside. In other words, if jingdong business in Jingdong Mall, another to open up a Beijing city for pop platform vendors to join, I do not know how businessmen will feel?

The traditional industry to enter the line, itself is faced with the lack of electricity quotient gene problem, the most fear is still clinging to the interests of the past, do not open their hands and feet to embrace the new economic way. For the United States, do not take out suning jindong kind of "do but you will give you su ning," the spirit, to achieve online success, is almost impossible. But now strife Gome face the situation is, awareness and hands-on than Gome early several orders of magnitude of Suning is still struggling, even if you gome online that momentum, the road is doomed to difficult.