Gome Sports Close physical store to enter electric business sister Huang Guangyu

BCC Beijing January 10 News According to the Sound of economic "world Company" reported that "Gome Sports" officially announced its Beijing Wanquan shop closed on January 8, this distance from the Gome sports shop, a shop full of shops closed less than 4 months. At this point, since May 2010 the official opening of the Gome sports stores closed. Gome Sports said that the closure of physical stores will vigorously develop the network sales platform, but for the opening of the entity stores, when again, "there is no definite information." Data show that Gome Sporting Goods Co., Ltd. was founded in November 2009, known as "Gome sharp Move", 2011 years later renamed "Gome Sports." Its two stores in Beijing opened in May 2010 and October respectively, and the initial investment in two stores was 10 million yuan. In the proportion of Gome sports shares, Huang's sister Huang and Beijing Gome Electric Co., Ltd. held 80% and 20% respectively. From the shareholding structure, Gome Sports and listed companies are not directly related to Gome. But Gome Sports is also the capital strength. In the Yellow family's retail map, obviously will not only be satisfied with the existing gome, the new form of "Gome sports" has been placed high hopes. Last January 18, in Gome's first press conference on sports media, Huang's current head of the family, Huang Sister Huang on High-profile announced that "Gome sports program in Beijing before the end of 2011 opened 27 stores, the annual sales target of 1 billion yuan." Within 5 years the number of stores more than hundred, to achieve turnover over 10 billion yuan. "The key way," said the CEO of the Sports consulting company, Zhang, the United States, the sports industry has been involved in the field, the trade is also quite optimistic. Zhang: In fact, in his initial announcement into the distribution field of sporting goods, at that time in the industry should be said to arouse concern, at that time still high expectations, because China's sporting goods industry is aware of the entire sports industry, it plays a very important role, and in the past 10 years has maintained a continuous 30% The above growth rate, and also belong to the high growth, high Maori such an industry, and from a global perspective, China's market should also have more than a decade of growth space. In such a context, the distribution of our sporting goods should be said to be relatively single, compared with the international mature market mainly in stores and stores in the way, such as large stores or a comprehensive super shop abroad will be more common, but in China is not too much, So at that time we felt that the gome they are in the operation of the shopping malls, including from shops, business district location, including logistics, management, including capital chain and so on have his huge advantages. But experience is a treasure, and sometimes a stumbling block. Although the same is the retail industry, but the sporting goods industry and household electrical appliances industry business model is very different. With the successful experience in the field of home appliance chain marketing sporting Goods, Zhang that it has become the problem of the Gome sports stores. Zhang: As the business unfolds, we also find that his business philosophy and model, in fact, there is a very serious problem of directionality, he is in the salesHome appliances are selling sporting goods in the way. We know that sporting goods are some of the qualities of a very strong experience, it needs to create an atmosphere for consumers, especially this kind of super store a way such as Dicalon, such as the way is low-cost, small, many colors of the configuration, there is a comprehensive experience point, converging different areas of the brand to carry out marketing. But as far as the store itself is concerned, it has not been able to pinpoint the consumer in the store, and to provide a way for the consumers to be attractive, plus the location of its stores from the current Chinese consumer's shopping habits, still can not adapt. From the channel, and home appliances industry to the main electrical appliances, stores supplemented by the sales model in contrast, domestic sporting goods sales to brand manufacturers and franchisees built by the main stores, about the market share of the 60%~70%, and shopping malls, hypermarket sales accounted for only 30%~40%. After years of market development, consumers are more inclined to choose sporting goods in brand stores. Industry insiders also believe that home appliance brand profit is low, so in the integration channel, Gome has the right to bargain, but the clothing brand profit is higher, and their respective distribution channels have matured, to carry out the integration of sports goods industry channels, Gome Sports have no bargaining power advantage, the difficulty is much higher. Gome, which has a wealth of retail experience, underestimated the difficulty of entering the sports business market. In the middle of last year, Gome sports general manager Li and sports brand director Zhang and so on management successively leave. Since then, Gome Sports Airborne Several senior executives, began to seek transformation. The official statement, released yesterday, said the active closing was a strategic adjustment made by Gome's sports account of the current business model's inability to achieve the expected development goals. Gome Sports said that the direction of business model adjustment is to vigorously develop network sales platform, in the operating category will also do the corresponding extension and innovation. And Zhang that, to go online shopping can not fundamentally solve the problem of Gome sports. Zhang: In fact, he opened an online shop frankly I am not too optimistic, because the product of home appliances It is to emphasize the functional, practical needs and irrational consumption, and China's sporting goods at present to see especially the major clothing or sports shoes brand consumption objects, or to the perceptual consumption, Perceptual consumption and rational consumption is that you have to use different business philosophy, different ways to deal with, in the operator's thinking I think this is the most need to change, and if this thing has not changed, I just change the form, I feel that can not fundamentally solve this problem. Guo Zhanli, director of China Mall Industry Information Center, said Gome's failure was largely due to the lack of opportunity to enter the sporting goods industry. The sporting goods market, which grew at 20%, has slowed growth. and Gome Sports as a sporting goods retail new Ding, also must face a strong competitor, a large number of sporting goods franchise stores, stores have been laid out, like Tao Bo Sports professional stores, has 3,200 retail outlets nationwide. Gome Sports as a successor has no advantage to speak of. However, Zhang that the sporting goods market has not yet formed aHave the absolute advantage of the leader, the market needs such a large company to produce, to drive the development of the industry. Gome Sports as a successor is not without opportunity. Zhang: If you stand in the traditional angle to do the same things as others, of course, you are backward, you do not have much advantage to say, but if you can innovate to think about this problem, there is a great opportunity. You, for example, comprehensive, experience of the store, consumers come here, you in swimwear you will have a variety of swimming experience, and even training, clubs and so on and so on, that is, consumers here is not only to obtain a product, but also got a full range of related to the sport of all kinds of experience, So, of course, there seems to be no way to push around the country at the moment, but at least in the first tier cities there is a lot of opportunity and possibility. Next, we will discuss with today's guest host Light Yu. I'm also very impressed to remember when Gome was just founded, everybody's this kind of sound, has applauded also to have the question, plus two days ago we have been discussing a cross boundary topic, has the viewpoint that, actually you as long as has the rich, has the resources, for example you to find a reasonable, the quality management team, What kind of cross-border might be successful. Li Guangji: That's from an investment point of view. But you see gome this time should say this investment this kind of sports field, should be a failure, from the current point of view of the closure of two stores, because his original goal is not achieved, and the existing two stores are all closed, why this situation? Li Guangji: I think there are several reasons, 1th now this gome is not the United States, it is not the time of the founding of the United States, but to keep the city of Gome, and in this time Gome has experienced a lot of a variety of things, so then for the struggle of the entrepreneurial team has now become billionaires, Million-rich, it is impossible to have the same kind of entrepreneurial passion, at this time you expect him to be like the former Gome just began to conquer the same, to go to work in a certain field, it is not possible, this is the 1th. The 2nd buying era is different now, the supermarket era in fact, in a sense, has appeared certain outdated, not only that the United States of sports, you, such as Gome, now he is a large part of the United States to do the electrical mall, through the way of online shopping, it should be said that after the advent of online shopping, The big market is a very big impact, because the mall has to have more manpower, but also to have housing capital, now in the real estate industry, although the recession, but still commercial real estate very expensive, very high rents such a situation is not very good. Third, the solution I think the electrical and sporting goods are not the same, you can say there is an electrical appliance, but rarely said that the electrical manufacturers he will produce all the necessary things, such as the production of air-conditioning does not necessarily produce washing machines at the same time, the production of electric irons, etc., such as clothes and shoes, and then hats and so on, are often a brand. And in the sporting goods for brand recognition is actually very high, he likes Nike he will always go to the Nike store to buy, and not necessarily go to Gome's store, another I have been to gome its sporting goods store, I personally feel that the overall feeling is quite messy, did not let me feel that there is a refreshing feeling , for example, just now the guests are talking about Dicalon, in fact it is a very special brand, there are a lot of low price in him, you can go in there you have a very different sense of identity, that is, this thing is Dicalon things, but you go into the United States you feel is still a very messy mall. In fact, pay attention to sporting goods in the store now has a lot of forms, such as Dicalon, there are many brands of workshops, discount stores, and even some department stores will have special sporting goods sold in such an area, So his form includes some stores where we now have a number of other subdivided sporting goods. Li Guangji: But I think the most important thing here is a real time, now really is a network of the world's an era, he this time to reverse the trend and move to open the mall, in fact, I think is not a very good choice. So how do you do such a cross-border? The failure of the Gome sports will affect his own such a big brand of gome, although it is not related to the two companies. Li Guangji: I think it's not necessarily going to affect, but I think it's like saying that as a small business, we know that the storm is like a boat, when the wind and waves come to bear the risk ability is very low, easily be overturned, but it is easy to turn around. As a large enterprise, it turns out to be very difficult, a large enterprise it is very difficult to drop a head, because it involves his personnel, involved in his market, related to his corporate brand image and so on. He still has a lot of inertia when he goes forward, and he is very laborious to turn around. So I do not think it can be said to his original brand has much impact, because after all, gome with the development of his so many stores and his whole one with the electrical appliance business negotiations bargaining power and his logistics. In turn, maybe we think it's more about being such a big business, if he wants to do the related industry, maybe he is a financial investor or he is better as an investor, as you said just now find a good business team, good market, he through the way of mergers into some markets, The realization of a resource integration, not necessarily like gome at the beginning of every store to run their own. You have also said that the failure of the gome is likely to have a reason, because they have now arrived at such a stage to keep the city. That Shou City when in fact also the corresponding means to start with a lot of money, have a certain wealth. Now a lot of companies like this, will be thinking about how the money to do some investment, how to judge? Li Guangji: It's not that hard to think, because in fact these companies can overcome their own this, because everyone is very easy to say in accordance with their previous successful experience to the next thing to judge. Including investing in this field, in fact, the people who do the investment and do business management are very different, for example, I have an example, before I have a friend of his investment, every day mouth shut up is tens of millions of money, but when he entered a business, and finally to do the general manager, he was concerned about the toilet there is no toilet paper. But instead of talking about him, she couldn't make any investments in her mind, that is, in different areas in fact, there are different, professional staff to do, I think as a successful experience of the enterprise, it may be difficult for his team to trust with his completely inconsistent ideas of the team, In other words, these people who are in business management may think that these people who make investments are full of big talk, and then every day is a trick to cheat, but don't forget that he is doing this because he is really successful in this field. Moderator: So if you want to open up a territory in the next field, perhaps the whole of your own thinking about a lot of things to make a big change. Li Guangji: Be sure not to be complacent, to have a tolerable quality.