The inevitable victory of Gome's march on the Business-to-consumer

Gome has its e-commerce business as a separate sector, with 16 management centres as the same strategic position, and Beijing as a pilot area.

In fact, Gome is the ground of Alibaba, his characteristics are a number of brands together to form a unique vertical industry brand merchants. But for the Internet and new technical means and new consumption concept, Gome's road can be as smooth as the ground.

I think that gome is not difficult to do the platform, I to their strategic positioning is "a contradiction, two major advantages, three a breakthrough."

Jure contradictions

The so-called "one contradiction" is Gome's product prices are not uniform, not uniform throughout the country, the same region and different areas are not unified. And the network is for Internet users, the Internet is basically no geographical points. So that the Gome line of electrical prices can not be a substantial discount. On the other hand, if the ground price is too much below the price of the online product, then the ground entity shop will evolve into the experience pavilion of online products. Consumers will experience products from the ground, online consumption. On the ground and the high cost of land and manpower costs, for the United States is virtually a waste of resources.
This point on the United States Gome complex price system so that the price of flat Taobao and Beijing Oriental and other professional platform to make the most of the advantages. So the ground and the network price does not unify the United States to enter the internet biggest contradiction.

Two major advantages

"Two advantages" refers to a complete logistics system and brand advantages. Although the ground and network prices can not be balanced, but Gome has all of the company's Web site is the dream but do not have the advantage, is the most complete logistics system, Gome is the ground resources started, in many BC2 did not produce before, has already completed the logistics system construction and optimization. So there is very few internet companies in the logistics can match. Another big advantage is "brand advantage" as a business website, the first thing to build is not selling points and prices, but credibility, reputation is the eternal protection of businesses, is also the eternal topic of the consumer. The most direct embodiment of the credibility and protection is the "brand." For the Internet a relatively new industry, people's consumption habits are still in the investigation stage, at this time the brand as a guarantee of credibility is particularly important. The beginning of the establishment of Taobao, in order to determine their brand status, in the promotion of publicity spent nearly billions of dollars , the king of today's status. So the role of the brand in E-commerce can be seen. And in the domestic, buy electrical appliances You can not know suning, can not know the big, but no one does not know Gome, not to mention now the big also merged into the United States. So for the electrical industry leading Gome, Brand is its foray into e-commerce another sharp weapon.

Iii. "Three Breakthroughs"

1, the realization of E-commerce community

Ma Yun said that "the Internet is a service", which is very right. I think it is more accurate to say that the Internet is the carrier of service. And for Internet merchants to dig customer behavior, according to their purchase behavior packaging corresponding service mode, is the key to success or failure of internet companies.

The Chinese people's buying behavior to the main word of mouth, such as when you buy a car, your first thought must be around you are using the car, so the community of E-commerce is Word-of-mouth marketing interactive platform, and the Internet is the carrier of services. The community-electronic commerce can cater to the consumer's buying behavior more.
The community is one of the most important columns to the user, which is crucial to the website promotion, brand building and the establishment of customer loyalty. In addition, realizing the community service of e-commerce is the development trend of the whole Internet, realizing the community of e-commerce, launching a series of related promotional activities according to the characteristics of the community, and carrying out "Community e-commerce" is also a big breach of community marketing.
Jingdong Shopping Mall at the beginning of the start-up, daily browsing volume is low, daily purchase quantity is small, the user stickiness is poor. In order to increase the stickiness of their technology in electrical appliances, using the form of blog, will be a lot of users on the performance of electrical appliances, use skills, repair methods, such as on the Internet, so that with the means of intellectual support, increased user trust and goodwill to the site, and gradually formed a community forum. And through the community to exchange the experience of the use of electrical appliances, each other recommend good products, mutual understanding of the use of various electrical appliances and so on, so gradually with the site to establish trust relationship gradually formed a platform for E-commerce. So for the Internet to start doing E-commerce platform, blog and community Intangible is a good soft landing platform.
According to 2007 data statistics, Gome only flat-screen TV One of the total market share of 30%, that is, the country to buy flat-screen TV, 30% from the United States to buy, this is a staggering number of figures. If only this part of the user resources used to build the community on the Internet, then Gome's community in the initial stage, it will be more popular than Taobao, Jingdong Mall. Use the community to increase the stickiness of the site, in addition, through some community marketing activities, the formation of community e-commerce, so that Gome can quickly build an efficient network promotion platform. If in the community in addition to SNS system Six degrees of relationship mode, users see more satisfied with the product through the community SNS can immediately find their familiar and have purchased the product consultation, can be a great degree to improve the humanistic sales experience. In addition to good products, Word-of-mouth marketing is also a great promotion.

2, small household electrical appliances as a breakthrough

Gome site is now the main push is the electricity, in fact, I suggest or small appliances as a breakthrough. Small appliances relative to those complex large electrical equipment technical parameters are relatively low, so that users more easily trusted, more easily stimulate the user's purchase behavior.
On the other hand, the low price of small household electrical appliances, because the price base is small, so the difference in price concessions narrowed a lot, so that "Taobao" and "Jingdong Mall" lost the price advantage. In addition to Gome's two major advantages, small household electrical appliances on the other E-commerce platform does not have too many advantages.
In addition, through the small household electrical appliances consumption integration System, points to a certain degree can buy everyone electricity, let the extent of the number of points and the community loyalty, so that the United States can easily break the grid on the bottleneck of the difficult to sell, the realization of small household electrical appliances Interactive marketing.

3, user experience as a breakthrough
Now E-commerce platform, I do not think that the real sense of the user experience in place, a product, to provide a number of angles on the picture is over. I think as a user to spend thousands of or even tens of thousands of dollars to buy, who are not enough to trust, I think even from the Internet to buy, but also to the ground to see whether the purchase will be online, so the ground has become a experience museum. And for Gome is left trouser pocket money put to the right trouser pocket, there is no meaning.
We can use flash technology, the electrical appliance to make 3d experience effect, you can arbitrarily drag and drop at any angle. For large appliances, such as television, the mouse placed in any one position, you can immediately display the performance parameters of that position, the remote can put the remote control on the side of the appliance, click on any button, it should be like the real, in the TV show its function. This technology has been available as early as 2001, now the Flash is fully achievable, so the user experience should be able to meet the needs of the user experience. To achieve this effect, even to the store may be difficult to do the interactive.