How is gome online?

(This article is published in the June 2013 issue of the IT manager world.)

Gome's electricity dealers have been popping news lately. First at the end of 2012 Bowser net and Gome online merger; Qingming on the eve of the announcement of the price war and the electricity business eulogy, but immediately but also participated in the 4.18 price war, then is the early May gome online leaders to leave. Gome Online said it would make a profit this year.

We do not talk about why Gome owns Gome online and Bowser network two sites, because the decision of large companies, often is to balance the interests of the company's internal aspects of the results; we do not talk about the progress and results of the merger of Gome Online and Bowser; we don't talk about whether Gome will be profitable in 13. Here we just want to talk about why Gome Online, gome online and Gome online future development goals.

In fact, only to the United States, talk about the traditional enterprises of the electric business development strategy.

1. Why is Gome online?

Once a night, the original Gome Su Ning line against the home appliance retail battle, was the east of the line hit Shing, rout. Many of the home appliance chains of the former City of Hee-hee have been empty today. Suning catch up, desperate to build online corps easy to buy, although the group 2012 years of sharp decline in profits 44.37%, but finally stabilize the line under the front, the beginning of the "cloud business" strategy. Gome's electricity quotient development is late one step, although has the Gome online and the bowser network two electric quotient corps, but is far behind the Beijing East Suning's competition phalanx, line on-line under the overall loss.

At the forefront of the development of electrical appliances Retail industry has been no electricity business. Electric dealers have become the traditional home appliance retail chain to resist the line such as the Beijing-East and other pure electric business enterprise attack standard configuration.

Without electricity, traditional household appliances retail chain will be routed, and even face the threat of extinction. This is Gome's lesson.

So we got the first basic principle of the development of electric business in traditional enterprises: the fundamental goal of the traditional enterprise is to enhance the core competitiveness of the enterprise.

Online is only a means, the goal is the core competitiveness of enterprises. Don't be upside down.

So, Gome's current operating goal is not to profit this year, but to enhance the line under the United States of the competition defense.

2. How should Gome be online?

This involves the traditional enterprise how to develop the road of the electric dealer.

First look at the actual gome online. This is a typical so-called electric dealer, like Jingdong, like Tesco. Once online, in fact, and Gome is not much of a relationship. Online two systems, almost no cross-linking, prices are different, publicity is also different.

This may be the traditional enterprise development of the inertial thinking of the electric business: the so-called online is to build a line mall. We call it the establishment of an independent electric business company.

Can such an electric business develop to protect the offline business of the traditional enterprises from the impact of the electricity dealers? Obviously not! Gome Online can only be online with the Beijing-East shopping struggle, while robbing the line store business, including Gome line chain business.

The road of the traditional enterprise is to try to make up the loss of the line business by the growth of the online business. If the online development ideal exceeds the loss of the offline store, the enterprise can survive or develop. The result is that businesses become dominated by online business, while the traditional business is very few.

It is clearly not the best way for traditional enterprises to develop electricity companies without taking advantage of the traditional online business and finally losing the offline business.

Let's explore another way to develop a traditional enterprise: we call it a traditional business. This approach is not a separate electric company, but the original traditional business moved online. At this time the enterprise customers may be divided into three categories: pure online purchase Express, online search online experience, pure offline purchase. For the second type of line under the intersection of customers, you can use online coupons to achieve line prices under the differential.

Using simple expressions to illustrate the advantages of traditional enterprise Electronic business: It is assumed that there are X (<1) in the traditional line of business (such as the Food Display machine experience) which still has an advantage in the competition of the electric quotient, and the result of the electronic business is "the line business X". This is around the enterprise line of traditional business core development of the electricity business model, retain a reasonable line business part, remove the line in the electric business competition in the total lack of advantage of the part, the traditional enterprise competitiveness has been enhanced, but also better than the pure online electric dealers.

In North America, Wal-Mart, the top five in the retail electricity industry, has taken the development path of the electric business. We see suning Tesco development to a certain stage after also looking back to the line under the combination of online. is called Suningyun.

Therefore, we get the second basic principle of the development of the traditional enterprise's electric business: traditional enterprises should strengthen the core competence of enterprises through the traditional service.

Electric business is driven by the traditional business interests under the line, and the resistance will be greatly reduced when the electric business changes.

Perhaps, this is the current Gome's only choice for the development of electricity dealers.

3. Online integration

The key to the electronic business of traditional enterprise lies in the integration of line. Su Ning put forward the "electric store business retail service provider" of the cloud business strategy, the essence is the line under the integration of online.

Now when it comes to line, you'll think of O2O. We believe that O2O is not equal to the line under the integration of online. O2O is more from the point of view of the online electricity business how to expand to the offline, it is just a business process. But online integration is a system, it is the enterprise line under the unified business.

So, the third basic principle that we get from the traditional enterprise to develop electricity quotient is: the goal of the traditional enterprise electric business, is to provide the consumer with on-line the integrated sales and service experience.

Gome Online if not combined with offline business advantages, basically no chance of success. Therefore, the line under the integration of the development of the United States is the way Gome online, but also under the line Gome survival and development of hope.

(This article is the original, only representative of the personal point of view.) All rights reserved, reproduced or quoted please indicate the source. ）