Gome online personnel again turbulent, the death penalty is doomed?

Lead: Gome's online personnel are again in turmoil, from the initial Bowser CEO Zhiquan, to the subsequent resignation of the 618-Handepeng, and later Shangui first temporary successor. The previous CEO has the bronzing academic record and the rich management experience, but did not bring the Gome online from the wards to pull back.

and Suning in the electronic business of the decisive contrast, whether in the capital or energy, Gome has been too much, and for the recent appointment of the new CEO Gao Xiang, the outside is not optimistic, not optimistic about the ability of the CEO, but the United States online deep bone marrow problem, the company's attention and money on the not well-off, Gome's death penalty seems doomed.

Gome Online

For some time, the electric business industry noise in various fields, finance, insurance, logistics, large data, the electric business website in singing "open platform for the first productivity" at the same time, proclaiming the whole industry has entered a new era, in the business has been laid the position of Ali in the busy listing, Less Liu in the open platform of the plowing, Su Ning is also in the direction of becoming an Internet company and unremitting efforts, even if the marginalization of when, every guest also from time to the sound, compared to the United States online but unusually quiet.

There is no hidden behind this quiet shaking of the action, on the contrary, but has been suppressed another CEO, frequent change of Shuai let this enterprise wavering, when it comes to change the handsome, people can not help heart a surprised, "handsome is not in it." "Yes, since Huang in, Gome is like a foundling, no one is blowing."

Since last year, Gome announced a wholly-owned integration of Bowser, Gome is the only largest in the field of electricity business, in the later the entire industry followed by Ali Electric business Development Steps, "Platform, finance, Big Data" three step of the big team, also see Gome online figure.

The market share of Gome's online sales rose to less than 2%, just 1.9%, according to 2013Q2, the market share data on China's consumer shopping website, released in the last quarter, when the 2.1%,Q2 quarter coincided with a strong focus on consumers, Gome's market share is not increasing, but also shows gome online marketing problems.

In this data, and Gome online retailer Su Ning after a transformation of the fight, ranked fourth, analysts believe that the electric business environment for the traditional industry is too harsh, the cat's strong and Beijing-east aggressive, and Tencent's striking, so that gome online difficult to parry.

The company's overall performance on the continued loss, so that the days of Gome very sad. Gome's performance remained at a loss as of December 31, 2012 as a result of continued declines in overall sales revenue, rising costs such as rents, and continued losses in the business of the electricity business.

According to Gome 2012 years ago three quarterly earnings, its revenue amounted to 36.057 billion yuan, compared with the same period of the previous year 43.983 billion yuan fell 18%, the loss of 687 million yuan, the same period last year profit 1.791 billion yuan.

As of this May, Gome reported the first quarter of 2013 earnings, Gome period revenue of 12.338 billion yuan, an increase of 18.19%. And based on the current year Gome listed companies combined the impact of large and medium appliances, net profit of 76.33 million yuan, which is Gome's first profit after a continuous loss, but it is noteworthy that this is the merger of large and medium electric appliances after the earnings data.

Online entity stores, in the period, Gome listed companies add 16 stores, close 43 stores, including the total number of stores for 1081.

Gome online problem is not to change the handsome

"Gome Online has not been the most root cause of the problem is what?" ”

"No money!" ”

When the reporter put this issue to the electric business analyst, he said, indeed, in the entire electric industry in the change of money to expand business, acquisition and price war, Gome online did not stand up, can be said that the wholly-owned acquisition of Bowser is Gome online big.

Recently, Gome online different from the normal to the market put three shots, the first one we have mentioned earlier, is the new CEO, the second is Gome will be in this year "to the electrical", rich commodity category, the third, the United States of the Internet finance, the registration of "Gome Financial" a full set of domain names.

This is slower than the development track of more than one rhythm in the industry, and reminds us of the previous "business value" former editorial board Chaillon published an article entitled "Wang Xiaoquan, Tsinghua Gate 17 years of the goalkeeper" article, the preface of this article has such a sentence, "he himself said, ' feel the outside of Ogawa how to interpret all have, and the important side, The face of change is ' too lazy to deal with the near-dullness '. ’”

Careful analysis, gome in the field of electrical business difficult to change, one side because of "lack of money", but there are more deadly reasons.

First of all, since the accident of Huang Guangyu, Gome has been caught up in the understanding of unrest, and Wong Kwong Yu is an autocratic person, bent on how to grasp the right, such a corporate system on the overall transition has been dragged down.

At the same time, in the development of the company through major changes, enterprises do not have the backbone of the company, the internal high level of the electricity business, let Suning take the initiative, there are analysts believe that suning can be in transition, the results are quite abundant, and jindong of the decisive and the power of the company's efforts are inseparable from the relationship, on the contrary, Wong Kwong Yu, Let Gome, a former hero-like enterprise, prematurely experience the humiliation of an old age.

In addition, the transformation of the front is too wide, suning in full embrace the Internet at the same time, with Ali, Jingdong more and more business coincidence, including finance, logistics and so on. Gome's stall is too big, under the line to cope with Suning's squeeze, but also to transition, some unrealistic. ”

Gome at this time to announce a comprehensive transformation, expand the category of goods, "to the electrical", in this regard, the electric business analyst that, "is not to electrification is not the best word, unless he expanded a lot of categories, more than electrical." "At the same time for Gome to register the financial domain name, the personage thinks," the registration does not represent does, does not represent does well, the registration is only an opportunity cost question. ”

Su Ning's route seems to be able to give gome some inspiration, for example, in the category expansion, the method of money for time seems to be a quick and safe method, but the lack of capital, this is not realistic for gome online.

Conclusion: For Suning, line with the same price, gave Suning a chance to achieve O2O, but for Gome, the incorrect judgment of the electric quotient, as well as the lack of gene in the electric quotient, let the line under the real hard to get rid of the "right hand mutual bo." Some people think that Gome's current situation is too conservative, but the lack of talent and the lack of capital, so that Gome is difficult to do.