Since the Huang Guangyu incident and the Chen Xiao incident, Gome seems to always look like a tepid one. From time to time, the news of the offline store was passed. The e-commerce company only acquired a Kuba network. Because of the integration problem, the entire Kuba network executives almost completely resigned, and the change to Gome’s own people did not make a good toss. Finally, simply let Kuba and Gome Mall integrate into Gome Online. Then there is a variety of tepid follow-up strategies, unlike Suning’s momentum of doing a big job, and there is no Zhuang language that goes all out to swear. I even think that Gome will eventually close down like the CircuitCity in the United States. Just from the recent action, Gome seems to have found a strategic path that suits him. It is a strategy to continue the category killer and enter other categories in depth. To develop, for example: gold!
Is this strategy suitable for Gome? Here are a few simple analyses for the bricks:
First, the former category killer team and Gome brand endorsement
Whether it is the old Gome, or the acquired Dazhong Electric and Yongle Electric, the entire team has created the largest category killer in China in the earliest traditional retail. This team with strong combat strength has accumulated a strong how to become a category killer. The experience, these experiences in the electrical field, due to the competition of PC e-commerce, although the situation is gradually weak, but in other categories that have not been affected by e-commerce, there is still a try, there is no category killer in the category of gold, online or offline. I believe that copying the category expansion path in the electrical age, at least in the team advantage, the probability of success in the United States is there.
Second, the system foundation of the PC e-commerce era
In order to cope with the competition from JD.com, Gome has not only paid heavily for the acquisition of Kuba network in the era of PC e-commerce, but also made heavy efforts to build ERP systems, CRM systems, WMS systems, etc. to adapt to e-commerce and offline commodity management, warehousing logistics management, member management, and operation. The huge system of promotion management, of course, will not be in vain and can be easily applied to other categories, which will have higher efficiency and lower cost than the category operators who do not build these systems. Especially in the gold field, because the impact of the e-commerce is particularly small, and the offline entities are more scattered, so almost no one in the system construction like the Gome, the foundation is naturally slightly less cross-border and e-commerce giants The killer who handed over the hand.
Third, a larger membership base
As a country that has been operating online for more than a decade and has been operating online for four or five years, the number of its members is much higher than that of any existing gold category. Once this advantage is realized, the imagination space is huge.
Fourth, multi-category joint advantage
Gome still has the advantage of the 3C category, although it is weaker than Jingdong, Tmall and Suning, but still in the top five. This advantage and the new category: such as the combination of gold, is better than the business of pure gold. The 3C category combines the gold category with the advantage of the simple 3C category, and the multi-category joint advantage will be greatly exerted. It can even be foreseen that Gome can form a category matrix through online entities in this way, and enter the whole category operation in this way. Suning and Wanda, which are fully and fully managed, compete against each other. Once the docking success is online, O2O is formed, and it can compete with Tmall and Jingdong.
Five, multi-category O2O mode
The 3C category builds an O2O model and then copies it into the gold category. Or the 3C category is slow to build O2O due to historical reasons, then it can be built by the new category, and then copied to the 3C category after success. After all, building O2O in the gold field is theoretically much easier than 3C, because consumers are not trained to buy directly on the Internet without wearing physical objects, which is why the share of gold online is still not high enough. One of the reasons. In addition to gold, many categories such as furniture and building materials are also very low on the line and are more suitable for construction through the O2O model.
Sixth, Huang Guangyu's strong drive and big capital investment
Huang Guangyu is a very typical representative of the tide merchants. Gome can become the boss of the category killer, and has a very direct relationship with his leader. This time he entered the gold category Huang Guangyu personally, and this drive seems to be Xu Sheng. Do not lose the posture. Secondly, it is a big investment of 1 billion yuan. It has big capital + strong leaders. It seems that if you are unsuccessful, you will become a man!
Based on the analysis of these six odds, it is not unreasonable for Gome to throw a billion yuan to gamble on a gold category!
What is the ambition of Gome's 1 billion gold business?
Recently, the domestic appliance giant Gome has once again reported explosive news. The group is preparing to invest 1 billion yuan to build the gold industry chain, and its first gold store, the multilateral gold capital, will also start trial operation. It will officially open in the West Central Television Tower one week later. This is Gome's investment in the online gold trading platform in the first half of the year, once again invested heavily in the offline gold jewelry trading, through the online and offline synchronized sales to create a gold industry O2O closed loop.
According to the Gome Group's plan, the multilateral gold will adopt a low price to seize the gold consumer market, and has made a one-year loss of 100 million yuan, and is not profitable within three years. Take the current trial shop as an example. From September 19th to October 7th, there will be 50,000 items unveiled, and the price of thousands of gold jewelry will be about 20 yuan lower than other stores in Beijing.
Undoubtedly, Gome’s huge investment in the gold business will disrupt the long-term domestic gold consumer market. With the channel advantage and brand influence, it may have a big impact on the existing gold jewelry retailers, thus creating a new gold retail format. . Gome's gold industry strategy is not limited to online and offline retail of gold jewelry, its business covers the entire gold industry chain from consumption, investment, collection, customization, repurchase, auction, barter, etc., products from mass consumption to private gold Collectibles are involved, which may lead to the subversion of the traditional gold sales format.
As a new industry in which Gome has entered a huge cross-border industry, what is its ambition to develop the gold industry?
Targeting the major consumer of gold
According to the statistics of the China Gold Association, China's gold consumption has grown rapidly in recent years and has grown into the world's fastest growing gold market. In 2013, it surpassed India to become the world's largest gold consumer. In 2013, China's gold consumption reached 1176.40 tons, exceeding 1,000 tons for the first time, more than three times that of 361 tons in 2007, and more than 40% more than in 2012. Among them, the consumption of gold bars increased by more than 50%, and the growth of gold jewelry exceeded 40%. At the same time, the total retail sales of China's gold and jewellery market in 2013 exceeded RMB 400 billion, making it the most important gold jewelry consumer market in the world.
Give play to the value of "channel is king"
As is known to all, Gome's Gome is one of the most powerful offline retail channels in China. Its total number of offline stores (including Dazhong Electric) exceeds 1,000, covering 250 cities across the country. It is the most important factor for Chinese home appliance companies in the past decade. Retail channels, nearly 100 billion yuan of various home appliances sold through Gome stores every year.
Gold is a special commodity. Due to high value, easy to be stolen, and high storage and storage requirements, gold is not suitable for direct sales through Taobao, Tmall, Jingdong and other e-commerce channels, as well as ordinary public goods. Stores across the country provide consumers with a choice and trading venue, while the online platform can only serve as a channel for offline stores. Gome's direct sales of gold sales counters in its original stores across the country will undoubtedly be a business that will come to fruition. As long as the pilot is successful, its gold sales stores can be spread all over the country in just a few months.
Exploring the home appliance
Even though Gome has a nationwide store of thousands of homes, it has become a target for home appliance manufacturers, but home appliances are extremely low-margin products. On the one hand, it faces the impact of online e-commerce giants such as Taobao and Jingdong. On the other hand, it must withstand the rapid rise in the cost of offline store rents and labor costs. Gome’s original home appliance retail model will be difficult to continue the past decade. At present, it is vigorously promoting the strategy of “home appliance†and seeking the transformation of the group industry.
According to the data, the joint venture model created by Gome and the supermarkets, shopping malls, department stores and other business channels has gradually developed. Undoubtedly, the huge investment of one billion yuan into the gold industry chain is an important business exploration for Gome Group to go to home appliance. Once the test is successful, the gold business will become an important business segment of the Gome Group and the home appliance retail.
Gamble the international gold price trend
As the most recognized financial investment asset in the world, gold has risen several times in the past decade. The closing price on September 6, 2011 has climbed to the highest point of the historical closing price of 1920 US dollars per ounce. Until the current $ 1,231 per ounce, the price of gold has returned to the level of five years ago.
Although there is not enough evidence to show that the current international gold price has fallen to a safe area, but the peak has fallen more than 40%, the downside has been greatly reduced. With the impact of a new round of inflation driven by the global economic recovery, and the expected decline in assets due to weak real estate and falling prices in China, gold investment in the Chinese market is relatively optimistic in the next few years, although it is unlikely to reproduce in 2013. Chinese aunts snapped up the gold boom, but it will also become an important investment channel for China's newly emerging middle class in addition to real estate and stock markets.
This time, Gome Group has invested 1 billion yuan to build a gold industry chain. It is undoubtedly full of optimism about the future gold price trend. It is full of expectations for the prospect of China's gold consumer market, and is fully prepared for the next round of gold bull market. layout.
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