Gome's potential is doomed to a tragic end

April 23, the United States issued a first-quarter forecast, said the first quarter profit growth of 2.4 times times, the share price rose more than 4%. However, behind this good news, it is difficult to conceal gome in the trend, the road, the operation of the decline, the end of the downturn is difficult to avoid.

The so-called potential, road, and surgery, respectively, refers to an enterprise facing the industry trend and the enterprise's strategy and tactics, these three indicators analysis, you can see the future fate of the enterprise.

1. Gome's potential: The trend of the reverse electric business

Gome in the retail industry, the biggest potential is the electricity business. Http://www.aliyun.com/zixun/aggregation/36054.html "> Offline entity shop down, the Internet is already the trend of the electricity business." Whether it is such a chain of suning, or the mall such as Yintai, are beginning to embrace the electrical business in various ways.

The comparison of the growth rate between the electric dealer and the traditional retailing is obvious. China's online retail sales grew nearly 46% per cent, while social retail sales grew by only 10.9%, according to the ministry's quarterly data. Suning last year's operating income grew only 7.05%, while Beijing East grew by 67.57%.

However, Gome is moving in reverse, slowing the pace of the electricity business. According to the Gome side of the argument, but also in the lower power, such as "electric business development fast, but accounted for a limited", but also for example, "in Europe and the United States market, Wal-Mart, Ikea and other physical stores are still operating very well" and so on.

At the same time, Gome's electric power-gome online has also given up the battle platform, and is willing to do a home appliance in the vertical electric business. Gome Online is more like one of the channels within Gome, just as a way to "achieve high margins and low prices through large orders". This is different from Suning's approach, Suning will be at least as important as the line under the same channel, and Gome is still the center of gravity online.

2. Gome's way: from aloft high to conservative prudence

Gome's Road (development strategy) also has a significant difference, if said in the era of Huang Guangyu, Gome and suning similar are high, big expansion of the idea, then this year Gome chose self-sufficiency, practice internal strength, digging the road of inner potential, but Suning is still adhere to the Wolf's road: A large financing, mergers and acquisitions (acquisition of PPLive, Full, red children). A conservative, a radical, stark contrast.

According to Gome, this is focused on the main business, return to retail nature. However, this is not a stable era, is a happy rodeo, the era of Life-and-death. A cautious and conservative strategy means pianan thinking, which means that the subjective withdrawal from the market competition means that the market is forgotten.

Gome Online is also so, in 2012, the Double 11, Gome Online also aloft tall, spend 400 million yuan in CCTV big dozen ads, hoping to win a place in the electric business platform. However, in the massive burning of money, not to obtain the corresponding output, Gome was forced to retreat defense. Indeed, the first quarter of the profit is very good, but these are saved, not earned.

In March this year, Gome has held a conference, open and the East Beijing, however, such public call war in the industry even a trace of ripples did not produce, gome bitterly and retreat of the outcome, when you chose to conservative cautious way, by the market forgotten has been difficult to avoid.

3. Gome's operation: O2m's helplessness

Gome on March 21 this year proposed a new concept that differs from others ' O2O. Called o2m full channel strategy, that is, to achieve "online mobile terminal other social channels," the "open-all channel retailer", the original only for their own channel service of the closed supply chain platform, into the open supply chain platform to the community.

First of all, o2m and O2O are not essentially different, are the combination of line online. The so-called mobile terminal is actually the mobile internet, and online is the same as the Internet, and other social channels are just other offline channels. O2m more like a gimmick.

Second, gome to other social channels to open the supply chain platform, but also from the side of its own channel ability to weaken, whether because of their own channels to sell goods so that the supply chain capacity redundancy, only through open access to profit?

Third, gome to social channels to open the supply chain, the practice is to help other offline channels, such as supermarkets and shopping malls to take care of home appliances business, including procurement, sales, inventory and so on. To put it bluntly, Gome hopes to take over the home appliance business of those supermarkets and shopping malls to integrate. However, supermarkets and shopping malls in the home appliance business is the Doomsday Yellow, home appliance business Channel Development has gone through the mode of shopping malls, chain stores mode, now has to the electric business model, Gome in 2.0 ways to integrate 1.0 of the way, play or the past, rather than the future.

The power of the inverter, he chose the line, abandon the positive way, he chose to conservative, O2O disregard, he chose o2m. At this time, the outcome has been doomed, even if Huang Guangyu out of jail, also powerless.

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