Gome to cut 200 workers

Gome (00493) HK, hereinafter referred to as "Gome" 28th late release of the 2012 deficit announcement said, sales revenue decline, rising rental costs, e-commerce losses is the main reason. Insiders believe that the electricity business is the focus of the loss of Gome this year.

China's reputation, last year's loss with the Chinese macro-economic slowdown, stimulus policy withdrawal brought about consumption overdraft, consumer desire and confidence, and the company's E-commerce business is still in the business integration period and investment incubation period is inseparable.

Gome's earnings showed that in 2012 1 ~ September, Gome's income was 36.057 billion yuan, compared with 43.983 billion yuan a year earlier, with a loss of 687 million yuan and a net profit of 1.791 billion yuan a year earlier.

2012 is the "winter" of China's home appliances industry, most of the household appliance product sales growth slowed, some even negative growth. According to the forecast data of last year, the retail sales of domestic refrigerators, washing machines and soybean milk machines fell 8.3%, 7.2% and 23.8% respectively in 2012. Gome, one of the leading domestic appliances retail, is also difficult to get rid of the environmental impact.

Rising rents are adding to the cost pressures on gome. China Household Electrical Appliances Industry Association of the National Consumer Electronics Channel Alliance Secretary-General Wu Hanjian that the chain of leasing contracts generally a few years, each year there will be a certain range of floating. In addition to last year's revenue drop, Gome stores will rise in the rental ratio, or even break through the 4% cordon.

The development of electricity dealers has diverted the orders of the first-tier market and made Gome's performance worse. Gome last year to increase the strength of the electricity business, but at present, most of the 3C-type electric dealers operating at a loss, Gome's business also did not achieve profitability. In the first half of 2012, Gome's two electric dealers accumulated losses of nearly 270 million yuan.

Leaving the golden period of rapid growth over the past 10 years, Gome is under pressure to shift. Last December, Gome announced a new 2013-2015-year strategy to promote the integration of online development. Among them, the first-level market control shop number, optimize the store area, enhance the experience function; The secondary market expands deeply, the purchasing and logistics resources of the store under the electric business share line, and as soon as possible.

Gome has proposed this year's target for the loss of electricity, the integration of its two major electric platform is imperative. Gome Online merger of the Bowser network, the recent reduction of about 200 people, involving the sales center, Technology centers, customer service centers, logistics centers and financial centers and other departments.

"The future Gome online do proprietary class B-c, Bowser turn to do platform." Their marketing, technology, human resources and other service systems will be integrated, but procurement, investment and other business systems are still separate. Gome Online spokesman Pengliang said that the integration process of personnel optimization is also normal.

Bowser suppliers and customer resources have also been gradually introduced to Gome online. A power plant, the minister of Electricity and Commerce Department told the first financial daily reporter, last year, the factory headquarters and Bowser Direct battalion cooperation, Gome online with the plant branches around the cooperation. This year on the contrary, Bowser to do the platform, no longer provide logistics warehousing services, they have ceased to cooperate with Bowser. and Gome online sales up, is seeking with the major manufacturers of direct cooperation, "we are also negotiating."

"At the end of February this year, Gome online and Bowser's" shopping cart "will be able to share, customers will know that there is a strong link between Gome online and Bowser. "Pengliang said.

After the on-line mother-Child channel, Gome online this week will also on-line game channels to enhance user stickiness. "The future Gome online customers will certainly exceed Bowser." "Pengliang said. But he does not agree Bowser will become "chicken ribs", said Bowser into BBC platform there is still room for development.

An electric appliance analyst thinks, the platform class electricity merchant's gross profit margin achieves 30%, the vertical class (proprietary type) electric Trader's gross profit margin only 3%~5%, therefore the vertical class electric trader speeds up the platform opening is the trend. Gome in the field of non-electrical appliances, to expand the operating platform is one of the means to enhance gross profit margin.

"The Sky Cat, Jingdong, easy to buy all in the platform, other emerging platforms must make the characteristics to survive." "Ranking, the joint president and chief operating officer of the consulting Group, believes that there is a chance for Bowser to introduce a heavyweight partner."