Gome's online top-level change strategy swings and is marginalized

According to the news that peak elder brother just got, the former Bowser net vice president, current Gome (micro Bo) Online senior vice President Pengliang may leave recently, now begin to work alternately, replace Pengliang as a newly arrived person, identity unknown. "Under the leadership of Gao Xiang, the current CEO of Gome, the incumbent has been approached and fused by Pengliang subordinates," said a Gome online executive.

Look at the executives who left Gome online in those years:

2012, Wang the CEO of Bowser Net. After a period of precipitation, carried out two times to start a business, the founder of the vertical home textile electrical Business "Big Park net."

2013, the original Gome online CEO, Gome online veteran figure Handepeng left, the current whereabouts unknown. Along with Handepeng left the original Gome online another senior vice President Zhang.

Cut advertising spending and make a tough profit

The first fire was burned to the money department. According to a person close to Pengliang said "Gao is very dissatisfied with Gome's marketing ROI before the online, so Pengliang every time the new marketing budget, Gao Xiang always cut half the budget." Maybe that's one of the reasons Pengliang left.

Another from Gome online Alexa rankings (third party traffic monitoring) we can see that since the second half of this year, Gome online cut advertising spending, its Alexa rankings from the 1000 in July down to more than 46,000 now, the decline of nearly 50 times times. The decline in Alexa rankings also reflects the decline in the size of its sales.

Gome (micro-blog) in the medium-term Development Report has referred to the "profitability of the core e-commerce." In this Electronic business platform in the "Suicide", "loss" of competition, gome incredibly to achieve profitability, it is really puzzling. As we all know, the retail business profit points mainly from the scale effect and marginal effect, and gome online cut advertising spending, and multi-brand operations and expand the scale of the move is the opposite, it is to take a small and beautiful road to the electric business.

Strategic wavering, marginalization

and Suning electric power to the firm attitude of different, gome electric power business positioning is always wavering. One will be an independent development of the platform, one will be online under the integration. One will be a double brand encirclement competition, one will be a single brand focus on competition, even if the completion of the two of its electrical goods licensing resources integration, but the Bowser network is still independent operation, only the supply chain integration. Of course, this is also related to the 2008 Huang Guangyu accident. Huang Guangyu after the incident, Gome internal appliances experienced many factional struggles, high-level changes, which also directly hindered the development of Gome's electric business.

Compared with the total revenue of 4.4 billion yuan in 2012, Gome's online target this year is 10 billion and profitable. Compared to his old rival Su Ning's goal this is simply dwarfed by, and the goal of Beijing east is very poor. Even in this year's double 11 war seems to be less gome online figure, perhaps Gome has slowly been the market marginalization of the electricity business.