Gome Electricity Supplier Missed Only Su Ning 1/4 Force Gold

Recently, Gome started the online gold business, trying to build a gold O2O platform, which has never been tried before by the electronic commerce platform.

It is understood that this plan came from Wong Kwong Yu.

In addition, Gome online officially opened the platform in September and attracted merchants in the form of first year free Commission.

And after the failure of the PC terminal, it began to rally and prepare to stand firm in the O2O era. Mou Guixian, chairman of Gome online, made a pledge to build Gome online into a 100 billion level e-commerce platform.

Gome online has been conservative in comparison with its relatively frantic and bold competitor Suning and Jingdong shopping malls, so that it missed the opportunity in the PC era.

Now, the opportunity of Gome may come.

Force gold O2O

For a long time, Gome online has returned to the spotlight.

In September of this year, Gome announced a major move - "no commission for the first year".

Because the Commission accounted for 1/3 of the cost of shops, attracting businesses to enter, bringing a lot of traffic.

In June 2012, Gome's "old enemy" suning.com had already launched its own full open platform, and implemented the same "three exemption policy" - free annual fee, free platform usage fee and no margin deposit.

However, unlike the Gome online Commission, the premise is to meet 4 basic needs, to ensure that the selling price is lower than other electricity providers, have comprehensive service guarantees, have common marketing capabilities, and have enough business models.

Although Gome's online intention is to screen high-quality merchants to enter through the threshold, but for the first requirement, some people in the industry do not agree with reality.

The personage expresses, "do business to want to locate first, consider from consumer angle, and not from what advantages that oneself have to consider.

Now Gome online is considering the advantages of the supply chain, attracting businessmen through price, and then selling it to the seller.

And to do business, it is from the user's point of view to consider what commodity to provide to create what platform.

It is not feasible for Gome online to lower prices than other electricity providers, because for merchants, cooperation has already been mature in other electronic business platforms. If the price to Gome is low, it can not be explained to other suppliers.

Zhuang Shuai, a researcher in the electricity industry, said: "one is the defensive strategy, that is, follow the lead.

What does old rival Suning and Jingdong do? They follow suit.

For example, open platform or marketing strategy.

Take marketing strategy as an example, since the beginning of this year, Gome has launched "3. 15", "6. 18" and "9 18" shopping festivals to attract consumers at a low price, and the slogan "better than Jingdong 100, 300" has earned enough attention.

In the internal mail that Mou Guixian once sent to employees, he said, "which system price has been higher than Jingdong for three times in a row?"

The strategy has achieved some success in the first half of this year.

Gome financial report shows that in the first half of 2014, Gome online pactions increased by 53.7% over the same period last year, of which 64.8% increased in the second quarter, and the UV increased by 43.8% compared with the same period last year, while the mobile terminal paction volume increased to 10%.

The Gome online rankings also rose from ninth in the last quarter to fifth in the category of electricity suppliers, heading for the third ranked suning.com.

Of course, the most worth mentioning is Gome invested 1 billion yuan to build online buying platform - multilateral gold capital.

However, according to Gome's online staff, the http://www.lczb.net is not directly affiliated with Gome online, but is directly controlled by Gome.

Multilateral gold was launched in March this year, and there are shops in Tmall and Jingdong, and its offline gold jewellery brand Mall will also open in Beijing in September 19th.

Earlier, it was reported that the development of O2O gold business was pushed by Wong Kwong Yu, and he hoped to lay the groundwork for the development of Gold retail stores to realize "de electrification" of Gome.

In this regard, the industry is optimistic about the industry, "at present, there has not been a good gold O2O, China's gold is involved, but there is no online system and online business support, so it is relatively difficult to do than Gome.

While Gome can invest in offline stores and docking with online systems, the gold O2O business will soon get up.

In fact, as early as 3 years ago, Gome online had developed the idea of vertical subdivision.

At that time, outdoor sports products were used as a breakthrough point. Online Gome sports online stores and Gome sports chain stores were set up online and offline. However, due to the wrong entry into the industry, and the differences between the senior and senior managers, the failure of Gome sports chain stores was caused.

Zhuang Shuai told financial weekly newspaper, "before Gome did not have a clear strategy online, but the whole group's strategy was obvious.

Sporting goods and gold are all part of the original group strategy, but Chen Xiao (micro-blog) did not carry out the strategy until the end.

He made a new strategy, but he didn't do well in outdoor stores.

Now that Chen Xiao has left office, it has taken two years to straighten out his internal relationship, so he has returned to the group strategy.

The electricity supplier slowed down.

In fact, as early as April 2011, Gome set up its own online shopping mall. At that time, Gome spent a lot of time in building Gome online shopping mall IT system, ERP system and user system, but the early layout of Gome in the field of electricity providers did not really start the business.

According to Gome's 5 year plan, its e-commerce will reach the scale of 15 billion yuan. In order to expand the scale, Gome acquired the "Coba network" in 2010, which is similar to Gome and is home appliances online shopping platform.

After the completion of the acquisition, Gome adopted a dual brand strategy, that is, the independent development of Gome online store and Cobb network. However, due to the competitive relationship between the two countries, there is an awkward confrontation between the two sides.

Moreover, after the acquisition, the performance of the company was poor. In 2011, the loss of the website was as high as 194 million yuan.

After the integration of Gome online store and Coba network, Gome online mall was renamed Gome online.

In 2012, Gome lost its first time in 10 years, with a loss of 597 million yuan. The main reason for the loss is the decline in sales revenue and the huge investment in e-commerce. E-commerce accounts for a loss of 500 million yuan, which accounts for more than 80% of the total loss.

Ugly

Performance is very serious for Gome, which has been pursuing profit.

Therefore, in 2013, the strategic focus of Gome began to move back to the line, and the investment in Gome online declined.

Until 2013, Gome finally succeeded in turning losses into profits.

Gome realized total revenue of 57 billion 980 million yuan in that year, but the scale of income in the field of electricity business was far behind its competitors.

Gome's electricity revenue was only 5 billion yuan, which was only 21 billion 890 million of the sales revenue of suning.com's 21 billion 890 million yuan in the same period, but far from the scale of Jingdong's 39 billion 600 million yuan revenue.

The reason why Gome online is always slow half time.

Hong Shibin, executive chairman of Marketing Committee, said, "it is still thinking of doing business before making electric products.

The real electricity supplier is O2O enterprise. Under the online plation line, Gome can not do it now. It can only keep pace with the two product departments and the electricity supplier departments.

Organization determines efficiency. If you place it under the product organization, you will have many obstacles.

In addition, you make people who make products to do business, according to product ideas to do is not feasible.

In contrast, Suning is faster than Gome in the process of pformation.

According to the insiders mentioned above, Li Bin, executive vice president of Suning cloud business, which is the main channel for Suning O2O operation, is currently more competent than the person in charge of the product platform under the responsible line.

Besides,

Because of the failure of professional managers, they have been hit hard.

Before Wong Kwong Yu introduced Chen Xiao as a professional manager, he tried to pform Gome from a family business into a modern enterprise. Later, the conflict between Wong Kwong Yu and Chen Xiaojian led to the failure of the reform. In 2010, Gome went through jail with Wong Kwong Yu and his wife, cuckoo, on suspicion of illegal business operation. This series of disturbances made Gome turbulent.

However, after 4 years of adjustment, Gome began to rejoin the team.

In the era of O2O, Gome online tried to get its top three in the field of e-commerce.

All remaining variables.