Gome online July seek to change the position of the 5-year strategy

Our June gross margin was one-third less than the normal month. "Looking back at the end of the June electric power business War, Gome (micro-blog) online Chairman Shangui first in July 10 to accept the" China Business newspaper reporter exclusive interview revealed this figure, "the next July, the overall decline in activities than June, our investment will be much higher than June. ”

According to third party data, Gome's online users ' interest rate increased by 445% in June as a collective carnival of domestic electricity dealers. Although in June to obtain a good increase, but compared to the cat, Beijing East has formed a flow of black hole, Gome's gap is still very large. After entering July, Gome online launched the "strongest member month" activities, hoping to recapture some "scenery" in July. At present, the cat, Jing Dong, Su Ning did not follow the meaning, only in accordance with the regular to promote the summer. Has been Beijing east, Suning dumped in the back of Gome online, July solo show exactly what to rob?

July seeking a change of position

Compared to other major electric power companies, the strength of Gome is indeed the largest and most fierce, Shangui first estimate will be more than June capital investment. For example, million Taiwan special sales volume, full reduction, return coupons, lottery, second kill, such as multiple concessions, the whole total let 1 billion yuan, is Gome's history of the largest promotional.

As there are no other dealers to follow up, Gome's promotional activities quite a bit of a monologue feeling. "We need to prove ourselves. "Guixian that Gome's strength lies in the integration of supply chain, especially the supply chain of home appliances," the future competition of the electric business is the long-term low price, and this is the supply chain competition behind. ”

Based on the "supply chain competition" ideas, gome this is a full range of promotions, but in the household appliances category on the most action, but also the most emboldened, "some categories of our supply chain capacity is weaker, we do not go ' blow ', such as home textiles, clothing." ”

Guixian revealed that Gome online is integrating home furnishings, art products, FMCG (food, beverages) and other categories of the supply chain, "within a year can basically complete 5 to 6 categories of the layout." "Through the investigation can be found that the United States are the layout of the category, its market is not absolute boss, belong to the unpopular." This shows that in the electric business circle to find no positioning of gome, a little anxious to prove their own meaning.

In fact, after many price wars in 2012, the industry has been calling for the arrival of the era of fine operation of the electric business.

For the goal, Santan said: "Sales should be 30% per cent higher than in June." However, we are more concerned about the feelings of members, we hope that members in the experience of a good upgrade. ”

For the long-term competition of the electric business trend, mu that gome only in 5 areas to do well, there is a chance to gradually get a place. 3 of them are the hottest words in the field of electricity: mobile Internet, big Data, O2O, and two are the key points of Gome's contention for the future: Supply chain and service. "If in the future these 5 items we have 2~3 to be able to achieve the industry first, the other two to achieve the industry, then we can enter the industry the first three." ”

Revision of the 5-year strategy

In the outside world, Gome, suning two household appliances retail oligopoly in the process of transition to the Internet, Gome is clearly behind. Gome also failed to gain an advantage in the first-ever qualifying match.

In contrast, Su ning to the Internet transformation more decisive, more do not leave retreat. As Li amazing this year: "The internet is turning from an industry into an industry, from vertical to horizontal, for all non-Internet industries are infiltrating and revamping, redefining." Su Ning has promoted the planning of electric business to the whole level of the company, rather than the combination of simple online and offline business.

Gome is slightly hesitant in the field of electrical business. Gome first set up the E-commerce department in 2003, but has not made obvious moves. In 2010, after the beginning of all-round exerting force, the domestic electric business pattern began to change greatly. Gome that September 1 announced the 5-year development strategy (to 2015), is the entity stores as the main direction of expansion strategy, obviously this is underestimated the impact of the Internet, but also underestimated the Jingdong, suning in the field of electrical power.

Guixian that the main reason for the Gome's temporary backwardness is a late start, "but from the end of last year we put Gome (micro-BO) mall and the bank to integrate, on behalf of our electric business strategy began to gradually clear." "At the end of 2012, Gome issued a notice to the unfinished 5-year strategy to amend the entity stores and input to make a major adjustment." In the electric business development part, the Gome electric appliance business promotion to with the physical store same development height, and as the future development strategic direction. With the completion of the site integration and strategic reorganization, Gome Online is officially entered the arena.

Talking about the relationship between online and offline business, Shangui told reporters that Gome is now considering it as an overall strategy, while he himself is a connecting axis of online and offline business.

Shangui first a relatively low-key person, and Liu (Micro bo), Guoqing (Weibo) and other people's temperament is completely different. Undeniably, Liu, guoqing as the boss, itself is a part of the company's competitiveness, but also Internet enterprises must "sharp weapon." At this point Shangui first very clear about their own character, "These ways I do not understand, but do not want to do so." "Guixian believes that his ideas have been very internet, but some of the rules of the Internet in the field of the game is still difficult to fully accept."

Gome's July solo show shows that Gome has redesigned its competitive strategy based on its potential after starting again this year. But the cat, Jingdong, Suning has been walking too fast in the past two years, Gome want to come from behind is not easy.