Gome's billions of ambitions are weak

Wen/Zhangjiangjian

Recently, the home appliance giant Gome again thrown heavy news, in Beijing announced its electric business platform Gome Online to establish a third-party electric business open platform, and the quality of the settled business implementation of the "First year without Commission" policy, through the creation of a new electric business ecological circle, and strive to build the next Chi electric platform.

Based on the policy of Free Commission for the first year, Gome electric business opened the following conditions: first, to ensure that the sales price is lower than other electric platform; Second, must have sufficient scale of operation; Third, to have a comprehensive service security;

As a strategic transformation of the traditional offline retail giants, the Gome power business is not a fierce and no reason. Gome listed company 3721.html ">2014 in the second quarter of the year, the total channel sales revenue for the two quarter of 15.77 billion, the first half of the total sales revenue 29.12 billion, the year-on-year growth of 7.4%." Profit of about 690 million yuan, an increase of 115.2% per cent year-on-year, the first half of 2014, online turnover increased by 53.7%, of which two quarterly one-quarter increase of 64.8%, mobile end of the volume of transactions increased to 20%. In the domestic market share of the net purchase, Gome online also from the first quarter 9th to the 5th place.

By contrast, Suning, another electric-retail giant who has been operating from the offline retail transformation line, has had a disastrous performance. Suning two quarter total revenue 22.89 billion, compared with the same period last year down 8.19%, profit loss of 749 million yuan in the first half, the second quarter loss 31.53 million yuan, of which Suning line business in the first half of revenue 8.3 billion yuan, compared with the same period last year down 22%.

It is in the early days of the electric business, Gome was able to gallop, from the original home appliances, 3C Digital category to the overall office supplies, maternal and child supplies, clothing, daily necessities, such as all categories of expansion, so that a Chi electric platform plan officially surfaced.

However, in the face of such a brilliant plan, the biggest challenge for Gome is how to get more network traffic to support more third party businesses that are on the open platform to generate significant sales.

As we all know, the current Ali's Taobao and the day cat, trading Commission is not high or even free shop, but if not hit the money to do through the through train, such as traffic promotion, in millions of of the competition in the context of business participation, the goods are more cost-effective and more difficult to have too much sales, so there are many Amoy brand "out Amoy" drama continuously staged. It is said that the cat double 11, the real money merchants less than 10%, most of the "loss to make a yell" of the state, only the cat itself is every year to make a disk full of pots.

Therefore, Gome's "first-year free commission" policy can only say that the early stage will be more attractive to some brand merchants, but with the increase in the late arrival of businesses, serious lack of flow from the Gome online platform will be difficult to support the business of the ideal trading volume. may be similar to the current Taobao and cat due to the flow of uneven distribution, can only rely on the site to promote access to the embarrassing situation in the United States online repeat.

While Gome is implementing the "open whole-channel retailer" strategy for the next line of chess, it is an embarrassment that gome online is inevitably caught in the scarcity of traffic Only by smashing money from the bat giant to buy the flow may also let the current moist gome deep into the losses mire. Even if there is a micro-letter entrance diversion of Jingdong Mall, currently sitting 38 million of active users are difficult to meet the Beijing-east platform for further development needs, not to mention the United States without trees can be alongside the Gome online. Therefore, Gome's open platform strategy needs to think twice, and build more channels of flow to increase the number of billions of electronic business platform. (Introduction: Zhangjiangjian, former rain forest Wind media director, long-term research on the Internet Technology trends and industrial economy, the representative has "major changes in the industry: the sinking of the PC Internet", the focus of the author Micro-trust Kejiminet has more wonderful content to share. ）