Before the backstage of the brothers and sisters of Huang Guangyu, where did Gome go next?

13.07.2022

Number of this text: 3657, the reading time is about 6 minutes older

Introduction: When each scene has its own Internet tools, Gome is like an interpretation, which is very convenient to connect with various user resources.

Author | First Financial Wang Zhen

On July 6, at the 20th anniversary of the 20th anniversary of the Gome Electric Guangzhou Regional Branch, Huang Xiuhong, the sister of the founder of Gome Huang Guangyu and the chairman of Gome Electric, told many suppliers and partners that Gome planned to add 160 newly added this year to add 160 companies The key cities exhibition halls and new model stores have cooperated with Tencent and Huawei in data marketing tools and smart stores.

The night before, the rumors of Gome's friend Suning Tesco were clearly circulated in the field.

Although Suning Tesco issued a statement on Weibo in the early morning of July 6 stating that the online rumor of "Suning Tesco Bankruptcy Clear" is a rumor, the survival of the national electrical large chain still has once again triggered concern in the industry.

Wang Wei, CEO, CEO of Gome Electric, who came from Beijing to Guangzhou, did not follow the assistant of the assistant's writing according to the assistant, but threw the problem sincerely: this year's consumption willingness to be reduced, how do you do the next business? "First of all, reduce the ineffective stores; secondly, we must transform and open 160 city exhibition hall stores in the second half of the year; third, franchise stores must also accelerate development in the second half of the year."

During the luncheon after the meeting, Wang Wei told the first financial reporter, "The chain non -chain is not the point now. How to meet the needs of user needs first considers it." He said that Gome is transformed according to the new model. The rhythm is better than the original. The plan is slow, but the direction has not changed. The founders (Huang Guangyu) and the chairman (Huang Xiuhong) are confident.

Brother's short -term target is blocked, my sister goes to the front desk

Huang Guangyu has been "returning" for about a year and a half. The former Chinese richest man in China had high -profile and domineering that it would use 180 days to restore the original market position of Gome with 180 days. However, weak markets, fierce competition, and channel changes have blocked his short -term goals. In the past year, the market value of Gome Retail has fallen by more than 70 billion yuan.

According to the 2021 annual report released by Gome Retail (00493.HK) in April, its sales revenue in 2021 was 46.48 billion yuan, a year -on -year increase of 5.36%; comprehensive gross profit margin was 14.4%, an increase of 2.24 percentage points; the net profit of returning to the mother was 4.4 billion yuan. , Decreased by 37.06%compared to the previous year of 6.99 billion yuan; the overall GMV was 146.87 billion yuan, an increase of 112.63 billion yuan in the previous year; the number of stores at the end of the year was 4,195, while the last year was 3,421, the main increase was three to three to three to three to three to three to three to Franchise stores in the sixth line market.

Although Gome's performance last year has improved compared with the previous year, it has not yet turned losses, and the sales volume gap between e -commerce platforms such as JD.com and Tmall has increased, and emerging e -commerce platforms such as Douyin and Kuaishou have risen. During the epidemic, Gome offline stores face the dilemma of decline in traffic; the online platform is really happy, taking the full category and entertainment marketing routes, but it will take time to become a mainstream e -commerce platform.

Huang Guangyu, 52 last year, "returned" and fought again. He wanted to revive Gome's dominant status of national home appliance retail in the past. It seems not easy now.

In early 2021, Huang Guangyu made a high -profile appearance several times to give Gome's "really happy" APP and home improvement platform "Dressing Home" to attend investor exchange meetings. By the end of last year, Huang Guangyu began to become relatively low -key, making Huang Xiuhong, a younger sister who was 4 years younger than him, to gradually go to the front desk.

Huang Xiuhong's appearance is similar to her brother Huang Guangyu, and the two have always trusted each other. In December 2021, at the launching ceremony of the 35th anniversary of Gome, Huang Guangyu delivered a speech in the form of a video and video. His wife and Du Juan, who helped Gome's smooth transition in the past ten years, did not show up; The high -profile appearance at the scene gave a speech. She has grown up in Chaoshan, Guangdong since she was a child. The two brothers and sisters still maintain a strong hometown accent.

In January 2022, Huang Xiuhong was the chairman of Gome's core business of Gome Retail. A senior industry in the industry told the First Financial reporter that Huang Xiuhong had been a purchasing director of Gome Electric, and was no stranger to people and things in the home appliance industry.

According to public information, Huang Xiuhong, born in 1973, joined the company founded by his brother when he was 19 years old. From ordinary financial staff, he slowly promoted to financial supervisors, and then to the mall manager and general manager of Beijing Gome. After Gome M & A Yongle, Huang Xiuhong began to be the general manager of Gome Shanghai. In 2008, Huang Xiuhong "was in danger", took charge of Gome Group, and served as the chairman of Beijing Pengrun Investment Group, and became a member of the decision -making committee as a representative of Gome's major shareholders.

Gome "seeking change"

Gome has used a thin -selling model to achieve the "horse race" and quickly build stores in the country, known as the "price butcher". However, the times are changing, and the Chinese home appliance industry chain urgently needs to transform and upgrade to increase the added value to cope with the pressure on the increase in the stock market and cost. The diversification of channels also weakened the discourse pricing pricing in front of the supplier, and it needs to be softened from the rigidity.

Huang Xiuhong is supported by his brother behind him. The flexibility of female entrepreneurs may be more in line with the current transformation of Gome based on users, and it helps to alleviate the relationship between Gome and suppliers. In early July 2022, Huang Xiuhong made a non -stop, and appeared in the promotion of Siqing's promotions of Gome Beijing, Chongqing, Jinan, Fujian and other regional branches. Some passed the video and some directly reached the scene. At present, Gome and suppliers are in a critical period of reconstruction of cooperation models. Wang Wei said to the First Financial reporter that in the past, Gome negotiated with the manufacturer, took the goods, and set up how much money was sold for the terminal to "open"; now, both parties are maintaining the system. Products, prices, what are the exclusive products and prices of Vanke Real Estate users.

"The user opens the O2O terminal page is thousands of people, and the products you see are different from pricing because of different identities."

Wang Wei said that the system will automatically settle. For example, a certain product manufacturer gave Gome 10 yuan, Gome sells 15 yuan, and 7 days settlement. Then after the C (consumer) terminal trading and settlement, the manufacturer took 10 yuan and Gome took 5 yuan.

At the activities of the Guangzhou Regional Branch on July 6, in the face of many appliances suppliers, Wang Wei repeatedly emphasized to build a shared co -construction platform. "Gome does not want to make the transaction complicated. Everyone goes to the game. This time (change) is to return to the nature of the business. Both manufacturers calculate the accounts clearly and divide the work clearly, and then we walk forward with the group."

In April of this year, Whirlpool had announced that it ended cooperation with Gome's arrears of payment. Gome subsequently issued a statement saying that there was no arrears of payment. In any case, in the past, the model of the first stock and the long period of accounts, in the current downturn of the home appliance market, it is time to be indispensable, otherwise the cooperation between Dalong and suppliers will be unsustainable.

First Financial reporter obtained a material of Suning and supplier's 2022 cooperation model from the manufacturer. The manufacturer and Suning transformed from the original distribution model to the bank-enterprise direct model or the "SSL-02 factory delivery model" Essence Both new models have been converted from "bank acceptance" (including bank factoring) to the current settlement. The merchant repayment cycle has been greatly reduced or the repayment will be achieved.

In contrast, Gome sharing and co -construction platforms are different workers, faster than ever. Wang Wei said: "Sharing and co -construction platforms are manufacturers on the platform, and sales channels are on Gome. You can do product information, logistics, and capital flows on this platform. Fang Peng, general manager of the Guangzhou Regional Branch, revealed that in June this year, the sales scale of their shared construction platform was 30 million yuan, and the sales scale was expected to be 110 million yuan in July. The innovation platform enhances the liquidity of industry loans, and also enhances the compatibility of Gome to small and medium and innovative brands, attracting a large number of trendy brands to settle in.

Where to go next?

In the past, the shop was crowded, and now the epidemic has accelerated sales to online. How to get traffic is the key to Gome's transformation.

Wang Wei believes that physical stores and the Internet are not alternative to each other, because consumer demand is different. In the next step, the operation of physical stores should consider how to do outside the store, in -store scenes, physical stores and online fusion scenes.

One outside of the store, one is the scene of the home and the community, the other is the place of work, the scene of office and office buildings, and the third is the scene of leisure and entertainment venues. Wang Wei revealed that in May this year, Gome and Tencent signed a strategic cooperation agreement. A very important project of cooperation between the two parties is to focus on the user, based on positioning functions or online browsing behaviors, and provide accurate feedback on Gome Store so that Gome and users can pass through the user through Community, office buildings and other scenarios to communicate online.

In the in -store scene, Gome will deepen the user's immersive experience of the product, and is mainly created by large stores and urban -level stores. It is expected that Gome will launch the first city experience store in July this year. The integrated scene of online and offline, including offline video shopping guides, will move offline things to online and do it from offline to online. There is a shop in the real happy app. It is the B2C business.

"The digitalization in the store, from a single product to the entire process of service of all users throughout the store." Wang Wei said that in May this year, Gome and Huawei signed a strategic cooperation agreement. A very important thing for the cooperation between the two parties is that it is Huawei helps Gome stores achieve data upgrade iteration. In July, Gome has seven or eight stores have begun cooperation with Huawei.

Talking about Gome's Internet transformation, Wang Wei believes that it is to turn what you want to do into Internet tools and realize the automatic system operation. Like the scene outside the store to do O2O, there are Xiaomei Gang and Xiaomei Gang APP. As a pushing hand, what to do and what commissions can be used, you can also use Xiaomei to help the app. Like physical stores, we must understand the flat -efficient output per square meter and which products and scenes the user pays attention to. Digital stores combine 3D charts with thermal diagram.

Online and offline integration and product marketing integration all need a lot of Internet tools. Gome is developing. Wang Wei said that when each scene has its own Internet tools, Gome is like an interpretation, which is convenient to connect with various user resources. Tencent, byte beating, etc., even local media, user operations can cooperate with Gome, "insert plugs."

In the future, what is the way out of the country's big chain? Wang Wei said that Gome will surround the needs of C -side users in the next step. "We are retailers and service providers. The chain non -chain is not the point now. How to meet the needs of user needs is the first of us. We have two users, one is consumers, and the other is suppliers. In order to give consumers a convenient experience for consumers. I can give you online shopping vouchers. Some new products can lead you to online experience. "On July 6, Gome Retail Announcement, June 30th, June 30 On the day, Gome Retail has allocated 1.9625 billion shares and sold shares, and the distribution price of 0.4 Hong Kong dollars per share was sold to no less than 6 independent supporters. For debt repayment, 60%will be used to expand online and offline dual -platform business, and 30%will be used for operating funds.

"Gome is facing major changes. I hope that all partners will be able to reduce the cost of cooperation together as ever." Wang Wei told important suppliers to South China that day that these changes he mentioned, "From our founder to us The management of management is all confidently pushing these things. "

Obviously, after letting her sister go to the front desk, Huang Guangyu is still behind the scenes, and it takes more time to promote the change of Gome.

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