Huang Guangyu plays power business game strengthens control Cuckoo is behind the scenes

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Wong Kwong Yu to play electric business game

Acquisition of Gome two electric dealers each 40% equity, strengthen the control of large shareholders

Newspaper reporter Louxiao Beijing report

The announcement of a HK $90.09 million equity purchase sounded so common that it attracted a lot of attention on the evening of May 25, only because Mr Huang was the one who launched the takeover.

Although Mr Huang has been in the wall 3.5, but his every directive to gome is enough to stir the entire home appliance market, and this time, he decided to regain gome in the electricity price war in the passed of power, for the fierce electric business war to add a fire.

Huang Guangyu's electric dealer

May 25, Gome (Micro-blog) (00493.HK) announced the disclosure of the Yellow family has passed under its Beijing Gome Rui-E E-commerce Co., Ltd. has spent 90.09 million Hong Kong dollars to obtain Gome Electric online mall and Bowser network two sites each 40% of the equity, forming a major shareholder and the listed company 46 open equity structure.

After being transferred to Dingdonghua Airborne Bowser as CEO in March, also in May 23 from Bowser net former CEO Wang Yequan Hands made Bowser net last 20% of the shares, Gome has wholly owned two electric companies, and May 25 of the acquisition, and the Huang family in Gome's business has an absolute right of speech.

Gome Enterprise Development and investor relations manager Lujiang said that the shareholder's rights and obligations are equal, the majority shareholder obtains 40% equity, but also must bear the line business 40% losses. If the future increase in capital behavior, major shareholders and listed companies will continue to be in accordance with the pattern of 46 open holdings. And if major shareholders want to sell their shares, the listed companies have the preemptive right.

Gome Electric Online Mall general manager Handepeng told reporters that major shareholders will not send people to participate in the site management, "still by the listed companies to manage some management." ”

As we all know, Gome's performance has been unsatisfactory.

At the beginning of May, Gome issued a profit warning, the first quarter of this year, the net profit is expected to reduce significantly year-on-year, Gome's main reason is the decline in sales revenue and the loss of electricity business. According to the May 25 announcement of the unaudited data revealed that two sites accumulated losses of nearly 400 million yuan, of which Bowser net loss of 194 million yuan last year, Gome Online mall loss of 197 million yuan.

At the same time, compared to the old rivals Suning easy to buy (micro-bo) high-profile, Gome electric business has been a bit warm swallow. According to the list of the 2011 Chinese online retailer TOP30, which is published by Eric, the sum of the annual turnover of Gome Online mall and Bowser Net is just over half that of Suning's purchase.

There is news that Huang Guangyu before the Gome electric business and the style of swallow and old rivals Suning easy to buy gradually widened the gap is extremely dissatisfied.

It is clear that gome in 2012 to accelerate the pace of integration and expansion of electricity, the restructuring of the equity structure also has a deeper significance.

Behind the scenes is the Cuckoo

At the same time, the 90.09 million Hong Kong dollar acquisition will be subordinate to the Yu Huang's family of unlisted companies part of the Beijing Gome Rui Move E-commerce Co., Ltd. (hereinafter referred to as "Gome Reebok") pushed to the podium.

Beijing city Trade and Industry Bureau online registration information shows that this registered in Beijing Fengtai District South four Ring West Road, No. 188th, 25th Building 702 Company, registered capital of 10 million yuan, legal representative is now Gome Holding group chairman, Huang Sister Huang.

The company, which is mainly engaged in investment and holding business, is listed in Huang's name, but is in fact the owner of Gome's behind-the-scenes operation.

A person familiar with Gome confirmed to reporters, now Cuckoo is mainly responsible for gome electrical and investment business, Huang is the chairman of the holding Group, but mainly responsible for the business of Peng Run department, "basically do not meddle in Gome."

In fact, there has been a surge of rhetoric about the "sisters-in-law dispute" within Gome, and the fact that Huang's business has been shrinking since the end of August 2010 when the Cuckoo returned to Gome. Originally in the United States, high hopes, high-profile opening of the United States of China's sports opened only two shops in 2011 hastily ended, was interpreted as "sisters-in-law" in the Huang fell to the leeward of an example. Although the registration information of the Trade and Industry Bureau shows that the two gome sports companies in Huang's name are still in operation, some people familiar with the situation told reporters: "The United States are not in the sports." ”

And the emergence of the United States and Gome sharp move with the United States of physical education is clearly inextricably linked.

In addition to the predecessor of the Gome Sports called Gome, the United States and the registered address of the United States of sports online shopping mall, the same address, Gome Sports has also used Gome customer service telephone.

When the reporter came to the company's registered address, it was found that there had been replaced by Finc construction company. Gome and the two gome sports companies have yet to participate in the upcoming 2011 annual inspection. By contrast, other companies under Huang, such as the Gome holding group, have shown that they have passed 2011 annual inspections.

The reporter on the United States and other issues such as sharp move to Gome Holding group sent an interview letter, but as of press, has not received any reply from the Gome holding group.

"Gome Sports this business now by the Gome Online Mall to be responsible for, in fact, is responsible for the cuckoo." The person familiar with Gome said to reporters, "Gome's big things, or to consult Huang Guangyu." ”

Encounter Double Brand Confusion

Since the reunification, the company has undergone a series of changes, including with the When, the cat (micro-BO) cooperation, and gradually expand the whole category of business. And now, Gome has a return to the heyday of the "Price butcher" trend.

Handepeng confidently said: "I still that sentence, can play, can't afford to fight." ”

But whether Gome can really regain the power of the price war has yet to be seen, the industry in the affirmation of Gome's strong supply chain and offline support, in response to Gome's dual brand strategy has been questioned.

Gome President Wang Junzhou previously said, "Gome for the dual brand strategy has a mature experience, offline so, online also." ”

And Handepeng also said to reporters, to jump out of the industry to see Gome Online Mall and the competition between the bowser, "this is just a legitimate competition." ”

Although the United States to emphasize Bowser mainly around the concept of home, and the future development of Gome Online mall is a whole category, but the fact that the two homogeneous competition can not be ignored. At the same time, compared to the acquisition of the Bowser net, the Gome is the only official online Mall of Gome Online Mall and Gome, the link is clearly more closely.

Lujiang said: "We have to the two parts of the investment will have a successively, we have in the first quarter of Gome Online mall into the system of Gome, is expected to complete the three quarter to Bowser integration." ”

The industry has a view that Gome will eventually merge the Bowser network into the Gome online mall.

In this respect, Handepeng said: "Online mall and Bowser is two independent companies, it is impossible to integrate, in the price war there is no possibility of cooperation." ”

According to Lujiang, the board's top brass is "still considering whether or not to merge".

No matter what the end result, in the staggered sound of support and questioning, the cuckoo is leading gome to participate in the fierce electricity price war, return to the past strong style, and this is probably her to the high wall of the best gift to Huang.