Ten Years Of Home Appliances Chain Hurricane: Big And Not Beautiful &Nbsp; Store Mode Encountered Dilemma

"The good days of the electrical chain will be over, because the stores.

A few days ago, Chen Xiaoyi, chairman of Yongle electrical appliance and chairman of the board of directors of the Gome, was exposed by the media. It triggered a crusade against Chen Xiao's professional managers.

But the industry knows that Chen Xiao, who has been immersed in the home appliance chain market for more than 10 years, is merely telling the truth once again.

The list of China's top 100 chain enterprises released in 2010 by the China Chain Operation Association showed that Suning group's sales revenue was 156 billion 200 million yuan, and Gome group was followed by 154 billion 900 million yuan.

Repeatedly encountered the industry's doubts about its business model.

Hundreds of billions of household appliance chain giants will lead the industry to the end of the cycle of death?

Chen Xiao questioned: when crazy shop?

Gome and Suning's new development mode of the national horse racing enclosure opened again.

A few days ago, some media reported that Chen Xiao pointed out that "Gome now adopts a store business mode, that is, the store has become a charging place that does not take any risks, and suppliers must bear huge costs when they want to enter Gome. Eventually, these suppliers will shift the cost of increasing performance to consumers. This leads to the fact that Gome has become the highest among all kinds of channels in terms of commodity prices, and at the same time, the cost is also the highest for suppliers, and such channels will inevitably be eliminated."

For Gome's plan to open 480 new stores this year, Chen Xiao said, "this is totally impossible. Now the one or two level market is saturated, and the Beijing market can accommodate 50 to 70 stores. Now there are more than 200, but it is not possible to make a profit in the two or three level market. Where do they go to open so many stores?"

Chen Xiao is also worried that "now consumers are not clear about it, once the truth is understood by consumers, then Gome's business model will be difficult to sustain. If we insist on such a model, we must die."

According to the China enterprise newspaper survey, as of 2010, Gome group's chain stores have reached 1093, while the number of stores in suing is 1075.

A few days ago, He Yangqing, vice president of Gome, revealed that in 2011, the number of new stores in Gome was 480.

Previously, Sun Weimin, vice chairman of Suning, revealed that there will be 370 new stores in 2011.

Sun Weimin also believes that in the Chinese market, there are ten thousand chain stores such as Gome and Suning.

A senior manufacturer of household electrical appliances pointed out that a new round of store expansion initiated by Gome and Suning has brought many opportunities to manufacturers. In essence, many new stores have not gained much benefit, but become a heavy burden on manufacturers.

Industry says: management confusion is the main reason.

Crazy shop may be just the carrier of home appliance chain business mode, and for many household appliance suppliers, the biggest problem is "the more the store goes in, the less money it makes."

It is reported that Haier and SIEMENS, the most powerful suppliers of Gome, can get about 55 yuan of return funds for each item sold by SIEMENS and SIEMENS, and the most vulnerable ones are small household electrical appliances enterprises. For example, the actual cost of a range hood is often only 1000 yuan, which is 25 yuan from GOME, compared with Sacon's sales of 100 yuan.

Gome and Suning get cash from consumers, but give the upstream suppliers a lengthy account or make payments.

Its chain model was once questioned as a "financial model". The two giants have a hidden commercial real estate outside the home appliance retail business, earning their own money from suppliers' money.

There are also household appliances suppliers, and the "non-standard" management of chain enterprises is also a headache.

If you want to get a refund from GOME as soon as possible, you must have a good relationship with Gome's procurement and finance.

The counter directors of some stores in Gome receive more than 10000 yuan from each supplier every year.

In response, a sales executive of a well-known household appliance company told the China enterprise news that "it is not limited to Gome, but it is common in Suning, Yongle, Dazhong, and even foreign brands like best buy.

As long as we get close to the meal, there will be telephone calls. Basically, they are all sales managers and regional managers who want to talk about things. After they meet, they can not eat less, such as eating songs, singing songs and massages.

In response, an anonymous household appliance channel analyst pointed out that "the speed of opening the shop is too fast, and the management and selection mechanism is not perfect, so that a large number of people with low quality are the management level of the store.

Secondly, the excessive competition of many home appliance brands provides a hotbed for the behavior of chain enterprises.

In the store, which brand occupies what position, how large the area is, and how many posters are put up is decided by the amount of the enterprise's "dot".

The last point is that the salaries of these salesmen are generally not high, and more than half of their income, or even more, is the grey income given by household electrical appliance enterprises.

Unsolved puzzle: home appliance chain innovation

Apart from opening stores in the country, what can household appliance chain enterprises do?

Wang Hao, an associate professor of the China Economic Research Center of Peking University, told the China Enterprise News. "Retailers are bigger than manufacturers, which is a major feature of the traditional retail industry. The core competitiveness of large retailers lies in their high bargaining power relative to many manufacturers. This is also true in European and American countries.

At the moment, there seems to be no other room for improvement besides the rise of online retailing.

At present, the more stores, the stronger the bargaining power of home appliance chain retailers, the more severe the manufacturers are squeezing.

Some skills may even make manufacturers lose money.

Wang Hao believes that these are commercial activities, and the government can not intervene.

If there is any rule, it is necessary to agree on the rules of the game in advance and not to squeeze the manufacturer at any time afterwards, such as asking for the promotion fee from the manufacturer at any time.

In the future, the biggest challenge facing Gome and Suning may come from online retailing, Wang Hao said.