The differentiation of Su Ning and Gome's strategic path

The traditional home appliance retail chain Suningyun Group Co., Ltd. ("Su Ning") and Gome Electric Co., Ltd. ("Gome") Strategic path differentiation, the former is a certainty of the Internet transformation, the latter deep into the entity store.

November 20, Gome 2013 years ago the third quarter of the turn due to "focus on the main business", and stressed that the future will be the major refinement of the physical retail, vigorously promote in the three or four-tier cities to set up shops, mining new profit points.

Affected by sales decline, operating costs and E-commerce investment, gome 2012-year loss of 597 million yuan, Gome senior use "pain" to describe the difficult situation of 2012 years.

Founder absent, Electric business, market pattern is changing, loss, Gome These years the road is not easy. "Last year very painful, look for direction, find a way out." November 20, Gome President Wang Junzhou to the 21st century economic reporter said, "Gome hopes to have higher profitability, frankly speaking, we know what the impact of losses, internal staff psychological pressure, loss that year is our team lost the biggest year." ”

Targeting physical Retail

March 2012, Gome internal organization adjustment, set up a communications, digital, color TV, white power and so on more than 10 business departments, and the senior vice President, vice president to ten people. December 2012, Gome said that the adjustment is to promote the strategic transformation of enterprises, and said that "Gome's 2013-2015 strategy has been the board of directors and Huang's approval and recognition." At the 20th meeting, Wang Junzhou stressed that "Gome's transformation has just begun."

"It's not a burden, it's an opportunity for a retailer. "Wang Junzhou to the 21st century Economic report reporter said," must stand on the basis of customer demand, how to meet the all-round needs of customers. For example, to provide customers with better goods, cheaper commodity prices, to create an experience environment. "In Wang Junzhou's view, in order to adapt to the current competition, Gome's Way Out is" around the interests of customers, "This is our year deep understanding. Sales is the full satisfaction of the client's interests. Really do what the retail business should be doing.

Wang Junzhou A number of overseas visits, the Japanese retail industry in the development of deep feelings, the Japanese retail industry attaches importance to the credo of the Entity store service to give him a deep impression. The electric business is approaching, has made Gome "ship disaster turn", but after the market groping, Gome believes that the advantages of the promotion of the electric business is becoming a disadvantage. For example, in the price adjustment, the electricity dealers need time to adjust the page to have feedback, and physical stores can be more flexible. The price list that the electric dealer displays on the page, "Save us to do the city tune". In Yang words, "it sells 900 (yuan), I sell 890 (yuan) on it." "At the same time, Gome to the store shopping guide also put forward new requirements, change in the past to introduce customers to the company to recommend products, in turn to customer demand-oriented."

After adjustment, 2013 years ago a sweep of three quarterly earnings haze, listed companies to achieve sales revenue of 41.66 billion yuan, up 8%, net profit of 582 million yuan, compared with the loss of 829 million yuan last year, the United States in the first three quarters of the year's net profit growth of 170.21%.

Gome in the future will be more focused on the opening of the three or four-tier cities, such as more densely populated Henan, Sichuan and other provinces, including some cities in the Northeast region. "We want to make the three or four-line city a thorough, rather than the practice of spreading sesame seeds, (that) shape is not scale, impact and competitiveness," Wang Junzhou said, "or hope that every city will form a competitive, ' big store with store ', ' Center store with miniature shop ' mode, covering a regional market. ”

Two approaches to TIME test

In the selection path, Suning and Gome have been near differentiation. Suning 2013 first three quarterly results show that net profit of 625 million yuan, higher than the same period of gome 582 million yuan, but the decline of up to 73.14%. In the first three quarters, Su Ning closed 150 stores, chain stores to reduce the net 96, these stores were closed because the operation is not up to expectations. Nevertheless, Su Ning still carries on a series of great efforts to promote the Internet this year, the same price, open platform, Silicon Valley set up courtyard. This June, a senior suning in Nanjing, said investors have confidence in Suning.

November 20, a person who declined to be named in Suning Interior said to the 21st century Economic report, Su Ning from 2008 began to consider the transformation, 2010 officially put into practice, and the 2013 is suning exerting the most of the year. He stressed that 2015 will become the SU ning "all these efforts of a node, the market pattern will be tested in this year."

"Rather than looking at the profits for the moment, we are sacrificing some of our profits, and the investment agency is quite receptive to our performance because they know we are investing a lot in the transformation of our electricity business," he said. There is no one who is wrong or has to pass the time test. Said Suning insiders.

"(market) The last left, there is no doubt that the pockets of money, I first guarantee that I have money in the pocket, can afford fifty thousand or sixty thousand employees, can continue to let suppliers on this platform shipments, maintain a large customer long-term existence." Every family (enterprise) has different ideas, it is difficult to estimate who is right, whose fault, after all, to see five years. "Wang Junzhou said.