High-profile transformation Electric Appliance Store

In the 2012, for traditional home appliances chain stores, the expansion of physical stores, although still in progress, but "open shop" is clearly not a hot keyword. The most popular word is "electronic commerce" (commonly known as "electric Dealer"). During the year, Suning easy to purchase began a large-scale financing, mergers and acquisitions, the power of the electric dealer sales, Sprint 30 billion yuan; Gome in its own electric business system, Equity Bowser network and with Dangdang cooperation in the realization of "three-wire power", Canton Hundred electrical appliances continue to Bai goods with the electrical business system close docking.

It can be expected that the future appliance chain will continue through the open platform, strategic alliances, investment equity, mergers and acquisitions and other means to carry out the integration of the electric business, and finally realize the "line under the integration", creating the Internet era of China's new retail model.

Transformation of the electricity dealers to join the price war

With the rapid development of electronic commerce, the transformation of electric power dealers have reached a consensus in the chain stores. At the beginning of the year, Suning appliances (002024, shares bar) President Kim Jinming announced the power of the plan: Suning last year to complete the purchase of 5.9 billion yuan sales on the basis of this year will plan to achieve 20 billion yuan sales, the challenge of 30 billion yuan. To this end, Suning set up an easy to buy area management company, and physical stores abreast, Suning easy to purchase also in the year for the development of electricity dealers to achieve large financing.

The Gome side is the "three-way", in its own electricity merchants Gome Mall on the basis of a stake in the Bowser network, at the same time with Dangdang to cooperate. Before the National Day holiday, the Gome entity stores all the membership account access to the data center of the Gome Online Mall, the original entity stores under the line members with their own account, without registration can log in to Gome online shopping mall, and enjoy membership benefits.

In the face of the real store started Suning, Gome in the power of the strong attack, Jingdong Mall and other professional electric dealers began to pay attention. August 15, Jingdong Mall began "about war", Suning easy to buy "challenge", then Gome also began to join, the electricity business market is unusually lively. Entity stores from Gome, Su Ning all expressed the "not afraid" attitude: "We are from the price war of the" dead heap "came out, not afraid of price war. ”

However, in the "price war", according to the Ministry of Commerce monitoring showed that several major "war" enterprises have appeared to raise prices and other price fraud, the electricity market order has yet to be perfected.

The end of the November 11 "Double 11", and became another battlefield of the electric business war. Ultimately, it is difficult to say who wins, but the price war has shown that, as a commercial form, the electric business has gradually formed a thick trend, and more and more consumers and businesses attach importance to. With the resource advantages of physical stores, Suning, Gome and other major household appliances chain special emphasis on the "line under the unified" concept, but not only on the line.

Integrating resources into bigger and stronger power suppliers

The electrical appliance chain store enters the electricity merchant to need to obtain more resources to support, therefore consummates own system, expands the resource scope to become very important one link. Acquisitions, mergers and so on to become suning, Gome and other expansion of the scope of the main mode of operation of the electric business.

In the middle of September, Suning funded 66 million U.S. dollars to acquire mother and child products mainly red children, to undertake "red children" and "Plantronics purchase" two major brands and the company's assets, business, comprehensive upgrade suning easy to buy mother and child, cosmetics operation. Online part, Suning easy to buy mother and child channel renamed Red Children Channel, and retain red children, Plantronics purchase of independent domain name, the formation of the front two major entrances; under the section, Suning will be in the Expo Super shop, Le buy shi Life Square vigorously expand maternal and child category, set up a red child zone. On the Gome side, Gome's Bowser Shopping Network also announced a comprehensive strategic cooperation agreement with the domestic infant and child industry leader, the baby child. This is not only the demand of market competition, but also enrich the sales scope of the electric dealer.

At present, in addition to the traditional advantages of 3C products, suning easy to buy, Gome's three major electric dealers have achieved a wide range of operations, involving the field of sports outdoor, automotive supplies, mother and child toys, children's wear, gifts, such as more than 20 of non-electrical goods.

Entity expansion towards integrated stores

Compared to the rapid development of electrical appliances stores in the electric business, the expansion of traditional appliance chain in the physical stores slowed down. On the one hand, because the first half of this year's sales situation is not good, the overall market sales scale has slipped more than 20%, until the second half of the "11" after a long holiday gradually warmer, the entire 3C industry sales profit has become thinner; on the other hand, this year, the situation of the electric dealer

In this context, home appliance chain generally abandoned the previous large-scale expansion of the practice, do not seek "quantity" and more "quality", the entity stores more attention to efficiency. To Guang hundred electrical appliances, as an example, in 2012 Guang hundred electrical Appliances in the Pearl River New Town Sun Xintiandi Stores, the overall control of the agricultural and forestry under the Road East department stores, reflecting the steady pace of expansion of the physical store scope of the trend. In the context of the overall market environment under pressure, the second half of the continued development of VIP privilege, the import of brand-name home appliances exhibition activities, in which high-end characteristics of the operation results significantly.

In Suning, chairman Jindong clearly said "to the suning appliances in two words to remove", accelerate the "go to the electrical" process. In the entity stores, suning continuous new products with manufacturers to release cooperation, the introduction of Microsoft Surface tablet computer, and so on, to maintain the physical store high man.

There are many indications that stereotyping can no longer be viewed as a chain store that started from home appliances. In due course, the traditional appliance chain enterprises are likely to open a similar department stores, to achieve the expansion of diversified areas.