For layoffs, Huang Guangyu failed to make Gome really happy

Radar finance produced | Meng Shuai editor | Shenhai

"Strive for the next 18 months to restore Gome to restore the original market position." On February 16 last year, the founder of Gome Huang Guangyu was officially released. At the executive meeting held by the group two days later, Huang Guangyu set up such Aspiration.

Prior to this, Gome App changed its name "Really". At that time, Gome's stock price ushered in rising.

However, after a year and a half from prison, Huang Guangyu did not realize his previous ambition. The financial report shows that in 2021, Gome recorded 46.484 billion yuan in revenue, which was close to its revenue in 2008.

Recently, Gome has also fallen into the dilemma of layoffs and frequent changes in high -level. According to media reports, multiple Gome departments are currently layoffs, and some employees have said that their wages have not been paid for several months. At the same time, many high -level Gome has been adjusted, and Ding Wei, a real happy executive vice president of Gome, and Zeng Zhining, CEO of Gomeke's after -sales company, were removed from office.

Some people in the industry believe that although Huang Guangyu is a tide in the store era, he missed the era of e -commerce. It is difficult to overtake Ali and JD.

Followed by layoffs, frequent changes in high -level

The shade of layoffs shrouded in Gome's head. Recently, some media reports said that Gome has fallen into the dilemma of layoffs, and this time Gome's layoffs involved multiple departments such as 3C and home appliances.

On August 3rd, there was a certified employee of Gome Electric on the social platform of the workplace that Gome compensation for layoffs on Tuesday was N+1, but the compensation payment method was different according to the difference in compensation amount. If the amount of compensation will not exceed 20,000 yuan will be issued at one time in October, and the compensation amount will be issued in three batches in October, November, and December.

It is worth mentioning that there have been media reports before that they are really happy to arrears from employees 'salary in June and July, and have not paid employees' social security and provident funds in April and May. In addition, the company also adjusted the proportion of employees' salaries in disguised salary reduction, and adjusted the proportion of performance to basic wages from the original 2: 8 to 4: 6.

In fact, before the layoffs were exposed, Gome's dresses who cut into the Internet home improvement track had previewed the drama of layoffs. It is understood that the dressee is a brand acquired by Gome in December 2020, and was once highly hoped by Huang Guangyu. In April last year, Gome held a heavyweight industry conference in order to promote the Dangjia APP, and set the target of the platform size of 500 billion yuan in 2024.

It was just that they had not waited for the dressed home to truly release their energy, but it had happened. In July of this year, some media reports said that the entire business of the dressed home had stopped, and the founder and CEO Gao Fei had officially resigned. Many dressed home employees also said that the company has stopped paying wages since April, and has not received salary in March. As for when they can get their own salary, the company's management has not given a clear reply.

It is reported that the dresses have actually begun layoffs since November last year. Before layoffs, the company used a monthly cost of nearly 20 million yuan. The company plans to control this cost in April this year. 10,000 yuan. Time is fast until July this year, and the number of employees in the dressing family has been reduced from more than 600 people during the peak to more than 70 people. The reason is to reduce rent.

Regarding the situation of the dressed home, Huang Guangyu said in an interview that there are indeed problems in the development of the dressed home, especially in terms of decoration, because the epidemic team has been isolated many times, and many tasks are difficult to advance. As an investment company in Gome, the group is helping them actively solve the problem.

In addition, the company has also reported changes in management positions.

According to Caixin reports, Ding Wei, executive vice president of Zhenjin Company of Gome's e -commerce platform, has been removed from office, and the team has made significant layoffs. At the same time, Zeng Zhining, CEO of Gomeke's after -sales company, failed to escape the fate of being removed from office. The position was transferred to Lin Chao, the chairman of Gome Family Company. In addition, Zhang Bin was appointed CEO of Gome Communication Company. In this regard, Gome will not comment.

Radar Finance noticed that after Huang Guangyu's return, Gome's senior officials had frequently adjusted. In July last year, the former Baidu executive and Gome Online CEO left Hailong; in August of the same year, Zhang Deju, CEO of Gome Electric, also resigned for physical reasons. Last year's mid -year report mentioned that Wang Junzhou, president of Gome Retail, retired due to his personal plan.

Subsequently, a group of newcomers were appointed, and three Ali executives of Ding Wei, Cao Chengzhi, and Hu Guanzhong were airborne Gome. But as Ding Wei was removed from office this time, all three executives are no longer the management of Gome. In January of this year, Huang Guangyu returned to about a year. His sister Huang Xiuhong was appointed chairman of Gome Electric, and Li Juntao, the oldest minister of Gome, served as vice president.

However, Gome, which is not too peaceful inside, is also troublesome on the outside. In April, the cooperation between Gome and a number of suppliers reported negative news. First of all, the employees of the Gome Jinan Division were beaten to the employees of Meimei, and Mei also sent a letter to say that he would withdraw from the branch and announced the stop of supply. Since then, another partner of Gome Huidu owes about 80 million yuan in Gome. Announce "breakup".

Huang Guangyu's 18 -month ambition has not been realized

When Gome has reached the current situation, Huang Guangyu may not have expected it.

On the occasion of New Year's Day in 1987, Huang Guangyu founded Gome with one hand. From a small shop that has been operating various types of household appliances and has been under the development of less than 100 square meters, Gome has gone through 35 years. The official website shows that Gome currently has six major sections: retail ecology, Internet ecology, research and development of intellectual manufacturing, finance, real estate and investment. However, Huang Guangyu, who has reached the top of the Chinese richest man in the Hurun Rich List many times, ushered in a turning point in 2008. At that time, Huang Guangyu was in the storm due to suspected economic crimes. In 2010, Huang Guangyu was finally sentenced to 14 years in prison for illegal operations, insider trading and bribery.

However, Huang Guangyu, who was imprisoned, still controlled his huge business empire to a large extent. Even in prison, Huang Guangyu ranked 39th of the Hurun Rich List with 20 billion yuan in assets in 2013.

After two sentences, Huang Guangyu was officially released a few days after the Spring Festival in 2021. At that time, Huang Guangyu, who had returned from blood, released his words, "strive to restore the original market position for 18 months."

In the blink of an eye, the period of 18 months has arrived, but Huang Guangyu's return to Gome is very limited. The financial report shows that in 2021, Gome recorded 46.484 billion yuan in revenue, an increase of 5.36%year -on -year. Compared with 64.356 billion yuan, 59.483 billion yuan, and 44.19 billion yuan in 2018, 2019, 2020, Gome's revenue has achieved year -on -year growth for the first time in recent years, but this level is still less than 2019's revenue scale, close to 458.89 in 2008 458.89 in 2008 Earlier scale of 100 million yuan.

In addition, although Gome has narrowed losses, it still faces difficulty in profitable. From 2018 to 2021, Gome's returned losses were 4.887 billion yuan, 2.590 billion yuan, 6.994 billion yuan, and 4.402 billion yuan, respectively, which means that Gome lost nearly 18.9 billion yuan in the past four years.

At the same time, Gome's performance in the capital market has not achieved a long and continuous recovery because of the return of the founder. Although Huang Guangyu was released from prison, Gome's stock price rose sharply, but after a brief rise, Gome's stock price fell all the way. Now that Gome's stock price is less than Huang Guangyu's release of prison, the current market value of Gome is hovering near the 10 billion Hong Kong dollars line. Compared with its release of prison, the market value has evaporated by more than 80 billion Hong Kong dollars.

It is worth noting that while Gome is cold in the capital market, Huang Guangyu has repeatedly reduced its holdings. In December and April of last year, Huang Guangyu reduced its holdings of Gome for three times. In the recent stroke, Huang Guangyu reduced its holdings of 400 million shares and cash out 220 million Hong Kong dollars.

Really happy failed to really bring happiness to Gome

In fact, as early as 2003, Gome began its own e -commerce layout. This year, Gome's online e -mall was launched. In 2011, the Gome e -commerce website was launched new, taking the lead in innovating the e -commerce operation model integrating "B2C+physical stores".

As a giant who used to retail offline, Gome was once the limelight, and there were several figures on Ali and JD in revenue. However, at that time, the "little brothers" had now developed into a giant among the Internet e -commerce industry, but Gome has fallen into a situation of losses for years.

At present, Gome's revenue has a gap of more than ten times compared to Ali and JD.com. In the recent fiscal year, the revenue of JD.com and Ali were 951.6 billion yuan and 853.062 billion yuan, respectively, 20 times and 18 times the revenue of Gome's 46.484 billion yuan. Even Suning, which has been ST, revenue reached 138.904 billion yuan last year, nearly three times that of Gome.

Radar Finance noticed that as a key project that Huang Guangyu returned to Gome's front line, it was really happy but failed to erupt expected energy. In January 2021, Gome boldly abandoned the golden signboard "Gome", which has been in their own years, and instead named it "really happy" to launch a real happy app, and then the official website of Gome also changed to "Happy Mall". However, true happiness does not bring real happiness to Gome.

In April last year, at the conference of Global investors held by Gome, Gome revealed that GMV's GMV on the online platform of 2020 completed a total of 112.63 billion yuan; offline as the end of 2020, Gome Retail has owned 3,421 retail physical store networks across the country in the country. Essence

At that time, Huang Guangyu also made a public appearance for the first time after being released from prison, pointing out that the two major opportunities in Gome retail in the future are the growth space in the field of electrical appliances. Although Gome sales have declined before, the advantages of the supply chain still exist; the other is the other; the other is the other; It is the vast in the entire category market. Gome retail has expanded from electrical appliances to the full category, and online and offline capabilities have been paid. It has increased from 0 and the total market has huge markets.

In 2021, the GMV of Gome Retail was 146.9 billion yuan, an increase of 30.4%year -on -year, but this is still a big gap compared with Huang Guangyu's previous trillion GMV target. If it is compared with the opponent, Gome's achievements are even more fierce. Ali's recent fiscal year GMV is 8119 trillion, and JD.com's GMV last year was 3.29 trillion.

In addition, the happy monthly work data is not optimistic.According to the data of Ease of Thousand Sails, the monthly living data of JD, Taobao, Tmall, and Suning Tesco are far from the difference.Taking the data of June this year as an example, the monthly lives of Taobao, JD, and Suning were 828 million, 357 million, and 33.179 million, respectively, and the real happy monthly work was only 728,600.It is worth mentioning that Gome will be detained on the Yuan universe next.It is reported that Gome is currently positioning the Yuan universe as an important strategic direction of the company, and to recruit talents for this. Whether Gome can still usher in a transfer, radar financial will continue to pay attention.

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