Gome reproduces "yellow style"

Absrtact: September 19, Beijing, Gome's gold industry, the third ring of the three Central TV Tower store officially opened. In the days of the boss's absence, the gome industry has never been the same as this year, full bloom, a good run forward momentum. Gome results September 19, Beijing, Gome's gold industry, the multilateral gold-three-ring Central TV Tower store officially opened.


in the days of the boss, Gome industry has never been the same as this year, full bloom, a good run forward momentum. Gome performance, Gome Gold, gome electricity, stock repurchase and other news come together.





the movement of Gome this year, Huang's style is becoming more apparent.





Now, home appliances retail industry has been changing, suning is the transformation of Internet companies, an Up-and-comer Ali, Jingdong has been listed, Gome must "keep up".





Gold Huang's style reproduce





Gome is selling gold.





September 19, covers an area of 3500 square meters of oversized gold jewelry mall-multilateral gold in Beijing West three ring opened. It is noteworthy that it belongs to Huang Guangyu family, by Gome founder Huang Guangyu planning.





data shows that the multilateral Gold Business Co., Ltd. is responsible for the operation of the Gome gold business, was founded in June 2013, under the Gome holdings of Beijing Multilateral Investment Co., Ltd., Multilateral Hui is Gome holdings in 2012 set up a new investment business plate, its legal representative for the sister, Gome holding president Huang.





the president of the multilateral gold by the yellow family veteran Yingchi as, he followed Huang Guangyu for many years, did Huang Guangyu assistant. The British pool said that the multilateral gold all related business, investment, development plan through the letter, "Huang Zong (Huang Guangyu) can know".





since it is Huang Guangyu's business, decided that the multilateral gold is born with the obvious yellow style.





It is understood that in order to gold business, gome upfront investment is huge, already has 1 billion. "Gome also has to build a gold industry chain from upstream materials to channels to consumers and recycling, and may have to buy gold," said the head of multilateral gold. ”





Management, the multilateral Gold Investment division manager Sun Giguang said that the multilateral gold will continue to the Gome's small profits but quick turnover concept, to lower than the mainstream of the price of gold stores sales. To ensure low prices, Gome has allowed multilateral gold to lose 100 million yuan a year to win the market in three years.





August, Gome Annual performance interpretation meeting, Gome high level dedicated to the media strongly recommended the upcoming opening of the multilateral gold, I hope the media attention. In addition, the multilateral gold on the online mall has been settled into the Gome on-line platform.





to regain "loss for scale" play





Huang Guangyu has been very "concerned" about Gome, which he neglected.





Huang Guangyu questioned the news of the electric business constantly. In the 2012 6 18 electric business war, there has been news that Huang Guangyu's prescription for Gome is "dragged" to the death of Beijing east. But in the end, Beijing East was not dragged to death, Gome was due to the huge investment by the electricity business into losses, until 2013.





, a person familiar with the matter, said after receiving an analysis of the prospects for the company and the retail industry, Huang believed that Gome's online business, the Gome line, needed to be well done.





2014, Gome online again "high-profile" up.





"which system price for three consecutive times higher than Jingdong, the person in charge directly pack up and leave!" "This statement is from Gome Online Chairman Shangui First, he will muzzle first aimed at the Jingdong."





Shangui was a veteran with Huang Guangyu's partner for years. Inside the argument is that he has a clear family imprint of Huang Guangyu, that year Guixian in Gome online, is Huang Guangyu "point".





die after Beijing East, Shangui first this year and led Gome online do a few things.





September 3, Gome Online announced the expansion of the Open platform, launched the "First year free Commission" policy, which is the first in the industry.





recently, Gome online smashed huge sums of money, announced the United Minsheng Bank, China Merchants Bank, micro-letter payment, such as the introduction of "National Cool Coupons", consumers use the coupon to buy goods, can be reduced by 3%.





Shangui first to the Gome online first catch object, delineated for suning easy to buy, plan to use 2 years to complete this catch goal.





above all movements, it is clear that Gome online has no longer adhere to the pursuit of the conservative goal of profit, the loss of the size of the wolf sexual play again picked up.





Gome's online status is also reflected in many places. It is understood that the current Gome online office area from the Zhongguancun Ding good mansion moved to the headquarters of the United States, Peng Run mansion, convenient headquarters control.





adjust the line back to expand open Shop track





currently in the Gome industry, the largest plate is still its survival of the offline storefront, the plate's main task is to keep profits, especially after 2012 years of loss.





2012, Gome lost 597 million yuan, the first loss for more than 8 years in the market. Since then, Gome offline stores began to shrink, once reduced about 100. 2013.5 Annual report shows that, at the same time, the Gome sales and sales per square meter to achieve a year-on-year and double growth, the success of the United States to turn to profitability.





August 28, gome President Wang Junzhou in the annual performance statement that the Gome store network adjustment period has ended, the second half of Gome will return to expansion track.





It is understood that the United States, Gome will store incremental focus on the two-tier market, the second half will increase coverage, the focus of development area is the Shanghai-Nanjing line and densely populated inland in the western provinces.





2014 in the first half of the new 55 stores, two of the market has 34, and in the United States as a whole to increase 7.3% in the same time, two-tier market growth is up to 11.3%. Wang Junzhou revealed that the plan for the next year in the two-tier market opened 80 to 100 stores.





the expansion of the second-line market, will repeat the same year in the first-line market expansion encountered a high rate of repeat, inefficient stores more situation? In this regard, Gome said that the current two major household appliances chain in the second-line market accounted for not high, large market capacity, on the other hand, Gome in the first line of the market is still open large stores as the goal.





and focus on the second-line market is the same, gome organizational structure adjustment.





Gome President Wang Junzhou announced that Gome plans to be the original branch management by the first level of 75 two branch, independent Operation branch.





"originally from the First Level Branch management Division Two independent, operation, decision-making efficiency will be higher." Wang Junzhou said, after the adjustment, each branch will become a small micro-entrepreneurship team, to achieve a flat organizational structure.





buy back Shares in Gome





Capital Market, Gome this year also frequent movements.





first attention is two months gome four times repurchase.





May 26, Gome bought 5.745 million shares from the market. The previous April, Gome also has three times repurchase.





a total of four repurchase, the cumulative number of repurchase shares of 61.527 million shares, accounting for 0.365% of the issued share capital. Gome's chief financial officer, Fang, said the repo was meant to reflect the company's confidence in the new strategy and to show that its value was undervalued. ”





is currently in Hong Kong stock market market value of about 3 billion U.S. dollars, suning in the domestic stock market market value of about 8 billion U.S. dollars, and Jingdong in the United States Nasdaq on the first day of the market capitalisation reached nearly 30 billion U.S. dollars, Gome and its opponents big gap.





In addition, the Beijing News reporter also found that gome electric repurchase at the same time, the major shareholder Huang Guangyu in the first half of this year to increase the Gome, is the only time in nearly two years.




The record of
equity movements shows that Huang Guangyu, through its wholly-owned 4 companies, has increased its holdings of 108 million shares of Gome, accounting for 0.63% of the current total equity. Beijing News reporter Li





extension





Copy electrical mode selling gold





, President of the multilateral gold Yingchi said that the multilateral gold will imitate the gome business aspects of the supply chain thinking to carry out gold sales.





sell the farmer to play "low price card"





Beijing News reporter in the multilateral gold West three ring stores see, the new opening of the multilateral gold has launched the gold first gram 198 yuan low price strategy, compared to the same period vegetable hundred, works the United States, Guohua and other Beijing mainstream gold sales store price low 100 yuan.





According to the multilateral gold related leaders, low price is a multilateral gold is one of the main promotional strategy.





, senior analyst Zhao Saijun think, home appliances industry has entered the bottleneck in recent years, and home appliances industry closely related to Gome, suning transformation into inevitable. Gold Jewelry Retail Industry currently does not have a national oligopoly, the weak brand of gold products, standardization, customizable features and electrical products similar to the laws of the product, can make the United States to extend their electrical business in the price war, control industry chain and other classic play.





Ling Yan Management Consulting chief consultant Lin Yue that the gold industry and the electrical industry is completely different, rely on low-cost strategy is far from enough. "Product design, brand awareness and shopping experience are all more important to luxury goods." ”





flow into O2O problem





Multilateral gold capital investment manager Sun Giguang to Beijing News reporter said, line online sales of the O2O model is Gome gold sales of another major strategy. "Users can shop online to experience the purchase, but also in the multilateral gold online shopping mall directly to buy gold." ”





, a researcher at the Institute of Electrical and Commercial research in South China, Peng Hailian that the current domestic gold investment in the majority of the population is still mostly middle-aged and elderly people, this category of people basically under the main line of consumption. "Gome's online current traffic cannot achieve a significant purchase conversion rate. ”