Gome's hands are in the grip, but both hands are not hard

Absrtact: The two anniversary of the wedding is just past, December 3, Bowser again by the United States to the side of the cold. On the same day, Gome Group formally announced that it will integrate its Gome online mall and Bowser network of two major electric platform, to achieve a unified background management and resource sharing. After integration

"Marriage" two anniversary just past, December 3, Bowser again by the United States to the side of the cold.

On the same day, Gome Group formally announced that it will integrate its Gome online mall and Bowser network of two major electric platform, to achieve a unified background management and resource sharing. After integration, Gome Online mall will be officially renamed "Gome Online."

The integration of the two platforms will be in the foreground to maintain the difference, that is, two domain names and different Web style business model, Gome online will create a stronger supply chain, including home appliances, 3 C, department stores, and so on, to achieve the expansion of the comprehensive business of the consumer website, while the Bowser is a platform to operate, the introduction of suppliers, property, platform management, Further extension of the business category, to achieve the transformation of the B2B2C platform.

"We will make the two platforms on the basis of internal sharing ' disagree ' to establish more advanced e-business business model, reduce costs, improve efficiency." Handepeng, who has just been named Gome's online CEO, said, "After integration, Gome has nearly 80 million members online, and a huge number of members will bring a steady revenue increase for gome online." ”

After the integration of two platforms, it will reach the five major sharing of information system sharing, member interaction and sharing, some goods purchasing scale and benefit sharing, logistics system sharing, and information service sharing, to provide more convenient service for consumers.

Gome President Wang Junzhou on the merger of the two platforms, his goal is to let Gome in 2015 to achieve the scale of the electricity quotient of billions of billion, become the most profitable power of the electricity business.

However, some analysts to the "it times," said Bowser network is far less than Gome online, the former may eventually "degenerate" gome online channel, the two or will be one, Bowser now more like the Gome layout of the board of the remainder of the electric quotient.

The power division of Gome's online management also makes Bowser seem passive. Gome Online Four senior executives, the United States to occupy three seats, Bowser only general manager Dingdonghua one person as deputy general manager. Now Gome Online CEO Handepeng, in not "marriage" before and Dingdonghuaping level, the other two deputy general manager is also the original Gome mall director, platform integration after "Garne."

Bowser was "left out", which also allowed the industry to express concern about its future fate, "Bowser into the open platform is still unable to achieve profitability as soon as possible, or will fade out of the market," the analyst said.

Double Brand Mutual stroke

Two years ago November 23, Gome invested 48 million yuan to obtain the Bowser shopping Network 80% shares, both formally "holding hands."

After the holding, Gome national entity stores more than 100,000 kinds of household electrical appliances all into the network sales directory; Gome's channels and after-sale resources will also be shared with Bowser, especially Gome's 300 logistics centers throughout the country will provide more strong logistics distribution support for Bowser, while the Bowser network still maintains its independent business principal identity, Gome does not intervene too much in its operations and personnel management.

May 23, 2012, Gome also spent 12 million yuan to buy Bowser net remaining 20% of the equity, so far, Gome full control of Bowser. This August, Bowser and Gome ERP system docking completed, from this can enjoy the strong supply chain resources and logistics resources, the upgraded Bowser SKU up to 1 million, logistics coverage of nearly 3,000 counties.

Backed by Gome's strength and channels, Bowser has developed into a leading integrated electric network shopping platform, and Gome Online mall to join the domestic front-line electric business camp.

A group of two electric dealers, this model is slightly strange, in fact, this is the implementation of the "dual brand" of the results of the development strategy.

Industry insiders explained to reporters: "Gome in the field of electric business dual brand development strategy inspiration from the year to Yongle Electric appliances, the acquisition of Dazhong Electric appliances, the public opinion at that time that the United States will merge the brand, who also do not believe that Gome will be more brand operations, but so many years down, gome or more brand operations, Yongle, medium-sized brands are still. Gome Online Mall This brand to people's awareness is to sell home appliances, 3C electrical Appliances website, and Bowser brand awareness is not limited to the specific category of electrical appliances, can be extended to food and beverage, beauty makeup and other more flexible category. This model is Gome online mall and Bowser network to walk the difference of the two brands. ”

"Emotional" crisis

Gome both hands are grasping, but both hands are not hard.

Data show that 2011, Bowser net loss of 194 million yuan, Gome online mall loss of 197 million yuan, two accumulated losses of nearly 400 million yuan.

Facing the cat, Taobao, Suning and other electric dealers crazy to seize the market share, "walking on the legs" of the United States seems to be a bit powerless. Gome's losses widened to 687 million yuan in the first three quarters of this year, with the exception of Gome's online mall and Bowser network, as well as a loss of cooperation from Gome and Dangdang.

Industry insiders commented that Gome's dual brand strategy is a mistake, will Bowser net into its own, Gome did not let this pair of electrical goods licensing to benign development, the acquisition of the Bowser network is "superfluous", and Dangdang's cooperation is "wrong on the wrong."

The industry will be gome double brand strategy of the mistakes jokingly called "Left and Right mutual", gome after the acquisition of Bowser and the development of Gome Online mall, which is an internal "horse racing mechanism", even in November 2011 when the CEO of the Bowser network Zhiquan in answer to the question when they also recognize the bowser network and Gome Online Mall There is a competitive relationship, and " Bowser price competitiveness is very prominent and obvious. There are commentary analysis, the essence of Electric quotient competition is the competition of supply chain, but in the case of high homogeneity of products, the supply chain of Bowser and Gome Online mall is difficult to have the essential difference, the internal contention and conflict of its resources are unavoidable, the short board on the category of electric quotient platform can't be made up in time. Thus, Gome's business overlap, is essentially a kind of internal friction.

When Gome realized that it had fallen into the "Bowser dilemma", the news that it would sell the bowser net, the two "feelings" were once in crisis. Until the integration of the two power platform News announced, Gome or will fundamentally break from the "homogeneity of mergers and acquisitions" to the internal "homogeneity of competition" path dependence.

Handepeng said the combined Gome online will achieve 30%-40% of the cost savings, and the Bowser network will focus on the development of platform business and the introduction of new categories other than electricity, will enhance Gome's online profitability.

Sky-high dose?

Bowser network in this integration, the shift is very obvious, its focus on the open platform business, independent recruitment brand, distributors, offline channels, etc., similar to Ali under the day cat.

Eric Consulting analyst Su Yanyan Analysis said that the platform-type consumer and Gome represented by Ali is a big difference, platform-type consumer profits can reach 30%, while the 3C-class proprietary consumer's profit is only 3% to 5%.

This year just entered November, Bowser from sourcing, logistics distribution, after-sales service and other links to prepare a 11-day "Bowser style" straight, full reduction, full return, such as carnival shopping activities, and in the "Double 11" This day ushered in the peak, the day the total station sales reached 240 million yuan, than usual daily sales rose nearly 10 times times. "The United States intends to Bowser to create a ' cat-type ' procurement platform, which helps to reduce costs. Gome, which started with retailing, buys a large quantity of goods every year, and will implement the closed operation of independent sales in the future, so as to bring synergy advantage to the line and strengthen the core competitiveness. "Insiders believe.

Data shows that "double 11" the same day the flow of electricity dealers have a different range of increases, of which the cat Rose 474%, bowser traffic growth second only to the cat, the increase of 209%. Although with the sky cat 13.2 billion yuan sales gap is very large, but also can see Bowser development potential is huge, not to be underestimated. Compared to the low price for the promotion of the Ace of the cat, Bowser low prices also won the recognition and trust of consumers.

Compared to the era of mutual struggle, the integration of Gome online due to its strong ability to gather resources, the impact on the entire electrical industry may be no less than a pattern of subversion. "The future Gome online costs will be lower and more efficient, which is an insurmountable competitive advantage for other pure electric dealers." Analysts told reporters.

Gome in the integration of the two platforms on the same day, the old enemy Suning appliance officially launched a new generation of entity retail stores Suning region flagship store, the main two or three-tier market. The two in the field of electrical commerce began in the domestic e-commerce pattern did not appear in 2010, Suning easy to buy first announced online, then, Gome holding Bowser net. Until this year, the layout of E-commerce has become the focus of two strong, and Gome by Suning far behind, even more can not be compared with the Beijing-east. To this end, the United States in disregard of the first three quarters of the huge losses in the CCTV bid 454 million yuan for next year's e-commerce battle ahead of the layout, visible competition is brutal.

Here just reported a loss of 600 million yuan, and then cast a 400 million yuan advertising, behavior so abnormal, outside of the United States of the criticism imaginable. In this regard, Gome said that the electricity business will be the core of Gome's future business, advertising in CCTV is the layout of its e-commerce important pieces.

In the case of a huge loss of performance, but do not hesitate to throw heavily hit TV ads, some want to pass the "dose cure" means, the industry believes that such a "dose-style" publicity may not be effective, because advertising publicity wins in the "long-term, effective", to their short-term performance to cheer up or not too big.

In the third quarter of 2012, the group's overall market position, Bowser net to 2.15 billion yuan turnover accounted for 5% of the market share, ranked sixth. In the self-employed as the main, Bowser ranked fourth, after Beijing east, Suning, Amazon China.

But Gome's top executives apparently want Bowser to make the grade as soon as possible. In charge of Gome's Gome Group senior vice president Guixian said, to let the Bowser network platform construction within a year into the list of three industries.

But Handepeng said that at present Gome to Bowser no investment plans, Gome future will put more brand propaganda resources to Gome online tilt, and will not be reflected in the Bowser network.

The Division of management is evident.

Some analysts told reporters that Gome's online needs of huge traffic, and Bowser has accumulated resources in this area, so in the short term, gome can not give up Bowser this brand, but in the long run, Bowser very likely to disappear, or will be integrated into the Gome online, become its one channel. In response to this view, Gome to the "it times" to respond that Gome Online mall, Bowser network on the scale does not exist a huge gap, and the future will not be lost, the bank would focus on platform construction, and strive to enter the industry before three.