The layoffs are arrears, and the high -level level leaves ... even Huang Guangyu can't save Gome?

In the past two months, the founder of the Chinese home appliance retail industry chain model in the past was negatively entangled. After being exposed to layoffs, the founder Huang Guangyu reduced its holdings of 5 billion shares, two executives were exposed on September 27th. It is reported that it is a personal resignation, but it still causes various speculations in the market. In fact, few people have mentioned "buying electrical appliances to Gome" now. At the peak, Gome to acquire Suning at its peak, which is the one who presses Taobao and Jingdong, will eventually be over.

Before Huang Guangyu's return, many comments and analysis believed that when Huang Guangyu returned, Gome will be the giant of the retail industry in the home appliance. But who had thought that even "commercial godfather" Huang Guangyu was not spiritual now.

Tuyuan Gome official website

The autumn of Gome's events

On September 27, Gome has confirmed that Gome Electric CEO Wang Wei and Gome Investment Corporation CEO He Yangqing have left one after another. According to interface news quoting people familiar with the matter, Wang Wei's resignation is mainly personal reasons, which has nothing to do with the organization. He Yangqing, who is just 60 years old, also retires normally. At present, Gome's CEO position has not been taken over. The interface news report also stated that Gome Electric is currently mainly controlled by Huang Guangyu's sister Huang Xiuhong. After Wang Wei left, Li Juntao, the old man of Gome, who was just transferred to Gome's vice president in the first half of this year, is currently equivalent to CEO.

In fact, the outside world's speculation on Gome has begun since summer. According to Caixin.com reported on July 30, the Multi -American departmental departments lay off for layoffs and reduced salary reduction in disguise, which caused a lot of shocks at the employee level. At that time, Gome responded that as of July 29, the company did not have the act of arrears and arrears of social security provident funds, but it did not rule out the implementation of a member reduction plan due to business difficulties. A few days later, the media added that the e -commerce platform, one of the core strategic platforms, was not spared. Ding Wei, executive vice president of the real happy company, was dismissed and the team was also layoffs.

The "18 months of the contract"

Facing the question that the outside world could not calm down, Huang Guangyu posted a "Letter to the Friends of Gome" on the evening of August 19th. In this way, Gome admits that Gome has entered "strategic focus and dormant". Hope "everyone gives more time and space for enterprises." As early as in February last year, Huang Guangyu was in charge of Gome, and he stated that he "strives to use the next 18 months to restore Gome to restore the original market position." As a result, the 18 -month period expired, and Gome not only failed to restore the past style, but faced an unprecedented dilemma. "The difficulty of implementation is insufficient, resulting in a certain gap between reality and this goal."

Picture source Gome public account

The letter also mentioned some specific measures, including reorganization and adjustment of its platforms, and for sale or shutdown and transfers to the future preparations that can be suspended, affected by cash flow, non -profitable projects. However, the difficulty of landing seems to be beyond expectations. According to media statistics, by September 15 this year, the Huang Guangyu and his wife hold a total of 15.286 billion shares of Gome. 5 billion shares.

Huang Guangyu is so anxious to cash out, or is related to an execution information. New Yellow River client reporter found that the Sky Eye Inspection APP found that on September 22, Gome Group added a newly executed person information. The executive court was the third intermediate people's court in Beijing. The implementation target was 219 million yuan. However Detailed information disclosure. At the same time, employees of Gome headquarters told the media that they received verbal notice on the same day on the same day on September 22, and learned that the salary in August would be delayed, but the specific issuance time and proportion were unclear. No distribution. On the 27th, Gome responded to the issue of arrears of wages that the company's transformation was blocked and cash flow was under pressure. This month, some temporary adjustments were made for salary distribution, which did not rule out further implementation of a job reduction plan.

In addition, the reporter also noticed that Gome Retail released the mid-term report on September 26. The first half of the year's revenue was 12.109 billion yuan, and the net profit attributable to the mother was about -2966 billion yuan. Both are declining. After nearly two days, Gome has attracted market attention again, and the stock price has continued to decline.

Marketing "killer" is not spiritual

On the other hand, the decrease in the number of stores and employees in Gome also confirms that Gome's business continues to shrink. Public data shows that as of the end of June this year, the total number of employees of Gome Retail has dropped from 3,2278 at the end of last year to 25,701. Another data shows that as of June 30, there were about 3828 stores in Gome Retail. Although 192 stores were opened in the first half of this year, 562 were closed, and the net increase store was -370.

It is undeniable that there have been highlights of Gome now, which has been struggling today. The establishment of the Gome brand can be traced back to 1987. At that time in a 100 -square -meter facade room at Mount East Street, Beijing, Huang Guangyu's plate was calculated. The strategy of "adhering to retail, small profit sales", later this strategy also helped Huang Guangyu and Gome to listen to the market. In 2004, it was a milestone year for Gome. At that year, Gome completed the listing and sales of 23.9 billion in the Hong Kong Stock Exchange. At that time Stores. It is also with such achievements that Huang Guangyu himself ranked first in the "Hurun Rich List" in 2004, 2005 and 2008. In addition to retail and profit -making strategies, half of Gome's achievements should be attributed to marketing "killer". As early as 1991, Huang Guangyu thought of playing advertising in the newspaper. The advertisement was the popular "buy appliances to Gome". This move continued. According to the financial report data, even if Gome's net loss reached 4.4 billion yuan in 2021, marketing costs increased by 14.3%year -on -year. Another media reported that in 2021, Gome alone smashed 962 million promotion costs on the retail brand's true happy APP.

But the problem now is that in the micro -time time, the market position of online and offline competitors is further stable. It is easy to recapture the market from the mouth of the opponent again.

Can the three -year strategy of "1+1+1" break the situation?

According to the "2021 China Home Appliance Market Report" issued by the China Institute of Electronics Information Industry, in terms of home appliance sales channels, JD.com ranks first with a market share of 32.5%, followed by Suning and Tmall, respectively. The share of 14.8%, while Gome's retail market share is only 5.12%. The gap between online alone is larger. In 2021, Gome's online active buyers were only 16.84 million, and the active users of JD.com and Pinduoduo were 580 million and 869 million, respectively, which was not at all levels. And from the present point of view, the heavy online platform in Gome's "18 months" is really happy, folded, and semi -priced, and the results are equally small.

However, to this extent, Gome did not turn back, and Huang Guangyu was still stepping up the online+offline layout. In the middle of this month, Gome's first new model offline store really happy offline experience center was officially opened in Beijing Xiba River. It is reported that, unlike previous home appliance hypermarket display ideas, the entire new venue is divided into 6 display scenes, including convention and exhibition scenarios, life scenes, category scenarios, and brand scenarios to achieve the all -in -one function of the exhibition.

It is worth mentioning that in the public letter released last month, Huang Guangyu mentioned that he would commit a promise of gambling to achieve the three -year strategic development goal of Gome's "1+1+1" It reached the high level in the past, reached the best level in history in 2024, and in 2025, which significantly surpassed the best level of history. How effective is to consider that the Xinyao River client will continue to pay attention.

New Yellow River Client Reporter: Zhang Bo Editor: Sun Feifei

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