2010 Gome Joined The Shoe Market (1)

In April 30, 2010, Gome was on its way to open the first "Haidian park near Beijing". Sharp motion The sports store flagship store covers an area of 4600 square meters and costs about 30 million yuan.

The home appliance retailing giant turned around and had nothing to do with it. Sporting goods industry Why?

Gome's sharp market department, Jiang Xiang Bei explained to reporters that Gome began preparations for entering the domestic sporting goods market in 2007, after 4 years of market research, including overseas, especially in the vigorous development of the sports industry in Europe and America. China's huge population base and the growing demand for physical fitness are all reasons for Gome's entry into the sporting goods retail industry.

Some analysts believe that the sporting goods market has a bright future. The retail business of the industry reaches a maximum profit rate of 30%, far exceeding the profit margin of about 15% of the household electrical appliance retail industry. This is an important reason for Gome to enter the sporting goods market. The profit of the durable consumer goods industry is becoming more and more diluted, which is also the inevitable trend of the development of modern industry.

China's sporting goods industry is gradually stepping to a corner, that is, a fringe area where new strategies are needed to develop. In the sporting goods industry, there are more and more discounts. Even when new products are listed, they will be discounted in a short time. Especially in the large number of stores, the sporting goods market is more competitive. At the same time, for sporting goods providers, the design, quality and cost are no longer the top brand patents, and the market control threshold is getting lower and lower.

As the "aircraft carrier" of the domestic chain industry, the layout of the Gome in the retail market of sports goods may produce "catfish effect" and intensify the channel dispute with the sports product Shopping Mall mode.

Gome's sharp business model has the business lineage of "Gome Empire", and has the strategy of Gome popularization and low price operation. The rise of domestic appliance retailing industry is earlier than that of sporting goods. Retail industry 。 We will learn from the successful experience of the last 20 years in the field of sports products retail. In the industry entering the price war stage, Gome has rich experience and business mode to maintain considerable profits in the price war.

Gome's keen involvement in sports industry is not a sensational event itself, but it has a symbolic significance and an important turning point in the downward slide of prices.

It is understood that this year's Gome sports plan in Beijing to complete the preliminary commercial layout, the number of shops in 3 to 4. In 2010, the standardized chain store mode was gradually copied to other cities throughout the country, and strive to open about 100 large stores in the country through 4 years or so.

Can Shopping Mall's unique business models and ideas be successful? The conclusion is still early and still needs to be tested in different market periods. After all, the Chinese market is complex and diverse, which is different from those in other countries in Europe, America and Asia. In terms of brand choice, the answer given by Gome's sharp response is reliable quality, with new products as the main products, and a small part of the off-season discount products.