Gome'S New Action &Nbsp; Layout Entity + Net Sales Mode

In November 22nd, Gome announced that it had acquired 80% stake in the shopping network of Mou Guixian for 48 million yuan. It was appointed by the vice president of Gome as chairman of the shopping network, and was supported by Gome's national logistics distribution, after sales service, member management and information processing.

Meanwhile, Gome announced the launch of a new e-commerce platform.

Mergers and acquisitions are only part of Gome's development strategy. Unlike Taobao electric city's platform strategy and suning.com integration mode, Gome will also launch its own B2C website in 2012. The shopping network and the Gome will adopt the "double drive" mode, that is, the existing sales system will remain independent operation.

Layout under opponents' Beach pressure

But compared with the internal competition, Gome is more concerned about the actions of its opponents, especially the "old enemy" Suning.

As early as February 1, 2010, Suning Appliance B2C

Jingdong mall also proposed a breakthrough in the year's sales of 10 billion yuan, next year exceeded 20 billion yuan target.

The new egg China is also well placed. Taobao launched Taobao Electric City in the middle of January 2010.

Although Gome started to test the water business in 2000, it has not seen any improvement.

According to the monitoring data of China Electronic Commerce Research Center, China's home appliance online shopping industry has been developing rapidly. The annual sales growth rate in 2009 is as high as 200%, which exceeds 40 billion yuan. It is estimated that in 2010, domestic household appliances online shopping will reach nearly 80 billion yuan, and the market scale of 120 billion to 150 billion yuan will be formed in 2012.

Cao Lei, director of the center and e-commerce analyst, said that home appliances online shopping started from Taobao C2C small seller net sales, and came to the B2C online shopping mall mode such as Jingdong mall, century electric appliance network, new egg China, new seven days, and then to the rise of network direct selling mode represented by Haier, Hisense, SKYWORTH and other brand family power plants. As well as the recent "strategic heights" of e-commerce layout represented by Suning and Gome, they have built or acquired online shopping platforms, which undoubtedly highlights the attractive prospect of China's home appliance online shopping market.

Industry shuffle

Cao Lei believes that the acquisition means is the Gome's quick action to make up for the "short board" of the e-commerce strategy. This move not only marks the first step of Gome's comprehensive entry into the e-commerce strategy, but also marks the beginning of the comprehensive e-commerce channel of the traditional channel retailers represented by Suning, Yintai department store and WAL-MART, and is expected to bring more participation in 2011.

With the high-profile admission of Suning Gumei, a traditional home appliance retailing giant, bringing new breath to the B2C home appliances online shopping industry, it will also have a certain impact on B2C home appliances such as Jingdong mall, new egg China and new seven day appliance network.

He further predicted: in 2011, China's 3C home appliances online shopping market will be more competitive, and the industry threshold will also greatly improve. The new round of shuffling stage is expected to come.

And as the market "price war" is heating up, the 300 million consumers who are keen on online shopping will benefit further.

A previous survey showed that, from the history of e-commerce development in western countries, B2C sales accounted for 80% of the total online shopping market in the United States, while C2C accounted for only 20%. Meanwhile, half of the top ten of online retail sales were B2C websites operated by entity chain enterprises. They quickly occupied the commanding heights of the industry by virtue of their brand and resource advantages.

At present, China's household electrical appliances B2C online shopping has made some progress, but it is still in the initial stage of the development of the industry, including the shopping network, including procurement management, platform technology, logistics system, after sales service, profit mode and so on.

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In this regard, Cao Lei said that the development of China's online shopping market will eventually lead to B2C, and physical chain enterprises will have an incomparable advantage in entering the B2C market. In the two types of models of 3C home appliances online shopping, suning.com and Gome mall, to a certain extent, have more advantages than the "pure online shopping mall" Jingdong mall and new egg China in terms of brand trust, supply chain management, warehousing and distribution, after sales service, and even profit models.

But he also cautioned that "mergers and acquisitions are easy and difficult to integrate".

Judging from the integration effect of Gome's past mergers and acquisitions, whether it is the integration effect of the actual channels such as the acquisition of Yongle appliance, or the struggle between the founder of Wong Kwong Yu and the professional manager Chen Xiao, it is hard to say that it is successful.

For Gome, how to better motivate the business team that has been greatly diluted by shares, as well as the supply chain integration, management team integration, and Gome self built B2C platform to avoid a series of problems such as "left and right hands" and so on, are yet to be solved jointly by Gome and coba shopping network.