Shoe Maker Gome Sports Performance Is Not Good &Nbsp, Executives Turnover Storm.

Compared with the previous high profile announced the O2O mode to enter the sports.

"I am no longer in Gome sports, nor in Gome."

Recently, Li Yan, former general manager of Gome, told reporters.

Contrary to the resignation of senior executives, Gome sports embarrassment performance.

At the Gome sports conference in January 18th, chairman Huang Xiuhong said in a high profile that he will open 27 new stores in Beijing in 2011, and the national sales target will be 1 billion yuan.

However, up to now, Gome sports has not opened a new store. The average daily turnover of the two old stores is about 10000 yuan, and even the rent is not enough.

Expansion and obstruction of Gome sports executives leaving

"I left my job a month ago, and I am not in Beijing now."

Recently, the reporter once again called the former Gome Sports General Manager Li Yan mobile phone, he told so.

Li Yan also told reporters that the resignation was "personal reasons". It is not convenient to disclose the whereabouts in the future, but it will not stay in Gome.

Reporters found the original Gome Sports

A person who had worked in Gome sports told reporters that "the top, middle and even ordinary staff are all gone.

It seems that now the new general manager surnamed Pang, I heard of it, I do not know if it is true.

Now, it is less than half a year since the launch of Gome sports January 18th.

At the end of the conference, Gome management appeared on the same stage, dressed in decent professional clothes, and together with Chairman Huang Xiuhong, thought about the future of Gome sports.

However, the management of these stations has already ended.

Several departmental managers contacted by reporters indicated that their resignation was "personal reasons" and others were unwilling to talk more about it.

A person familiar with Gome sports told reporters, "when people leave, they say they are personal reasons, but if they are really personal reasons, can they lead to mass turnover?" {page_break}

It is understood that Gome sports management team almost all comes from GOME.

Former Gome Sports General Manager Li Yan has previously served as Gome IT department minister and general manager of Suzhou Gome; Vice General Manager Bai Guangli served as director of logistics of Gome online limited; Meng Lei, director of operations, served as director of Shanghai Gome appliance business; Zuo Xiaoqiang, vice director of procurement, served as the head of Gome digital business.

Huang Xiuhong, chairman of Gome and Gome sports director, served as general manager of Gome Shanghai district before February 2010.

The above Gome sports management is Huang Xiuhong's familiar "old subordinate".

After the crisis of Wong Kwong Yu's arrest, Huang Xiuhong went north from Shanghai and served as chairman of Peng run investment, in charge of the whole family business.

An industry insider told reporters that large-scale personnel changes may be directly related to the current business difficulties of Gome sports.

At the press conference in January 18th this year, Gome sports director Huang Xiuhong had announced in a high profile that Gome sports plan opened 27 new stores in Beijing before the end of 2011. The investment amount is estimated to be several hundred million yuan, and the annual sales target is 1 billion yuan. In the next 5 years, the number of stores will exceed 100, and the turnover will exceed 10 billion yuan.

At that time, Gome sports in the country only Beijing two shops Wanquan River shop, Cai Man Street store put into operation, respectively, opened in May 2010 and October.

Up to now, Gome sports is still "no action".

NetEase finance found that in the list of entity stores in Gome sports online shopping mall, there are only two shops in Beijing, Wanquan River and Cai man street.

A company insider also revealed that there was no new store opening in Gome sports.

A retired Gome sports general employee humorously told reporters: "Huang is always a strong woman. The idea of a strong woman is changing so fast that we can't keep up with it."

Continuous loss of Gome mode difficult to replicate

Reporters in Gome sports Wanquan River NetEase finance see, although the Dragon Boat Festival holiday, but few customers.

4600 square meters of large stores, the staff accounted for the majority, because too idle, shopping guide mostly gathered together to chat.

A shopping guide told reporters that Wanquan shop has been officially opened for a year, and the passenger flow has not changed much at all. If it is not for the holiday passengers, the sales task of the small ball group that she is responsible for is 255 thousand yuan this month. It is impossible to complete the task.

One industry insider estimated that one day's rent for Gome sports shop needs about 20 thousand yuan.

If this estimate is established, Gome sports sales are not enough for rent, and sales revenue should be less than the gross profit left by the purchase price.

Therefore, since its opening to the present, Gome sports stores have been suffering from the embarrassment of losses.

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In May 2010, when Gome sports sports shop opened, Li Yan, former general manager, told the media, "if the single store business model is successful, it will expand rapidly and replicate on a large scale."

Up to now, Gome sports only have two stores, Wanquan River and Cai Man Street, and there is no large-scale replica, which should be related to "unsuccessful exploration of single store business mode".

At the Gome sports conference in January 18th this year, Wong Kwong Yu, the chairman of Peng run investment and Huang Xiuhong, appeared in the "Gome Holding Group chairman" to highlight the close degree of Gome sports and Gome brand, and said, "we have more than twenty years of experience in home appliance retail management and operation of Gome. After entering the sports retail industry, we will copy the success of Gome with the fastest speed, so that we can be familiar with Gome sports as well as Gome."

At that time, the Wong Kwong Yu family had just experienced the argument of Chen Huang, and the control of Gome was in suspense.

In Huang Xiuhong's eyes, Gome sports is "Gome group's commitment to China's commercial retail investment, after Gome's another masterpiece."

There are indications that the Wong Kwong Yu family is trying to make use of the "Gome" brand and the experience in the home appliance retail industry to create second "Gome" in the sporting goods retail industry.

Statistics show that in the Gome sports equity structure, Huang Xiuhong, the chairman of Gome holdings investment group, holds 80% of shares and Gome Appliance Co of Beijing holds 20%.

Gome sports and listed companies are independent of Gome.

According to the current operation of the two stores in Gome, the sales volume of Gome sports stores is still less than 1/20 of the target, and the serious operating losses are forcing the expansion plan to be stagnant.

Lou Junfeng, a brand expert, believes that Gome sports started from the establishment of the company to the first shop for less than half a year, and hastily launched it just wanted to quickly copy the "Gome" mode into the sporting goods industry, but this replication is not simple.

Because Gome brand's electrical industry attributes have been fixed, "Gome" brand's blind extension to the sporting goods industry is not only the development of Gome sports, but also the dilution of "Gome" brand itself.

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Wu Xianjian, Secretary General of the national consumer electronics channel alliance, also believes that the sporting goods industry is completely different from that of the household electrical appliance industry. The important feature of household appliances is the elasticity of demand, and the demand elasticity of sports goods is obviously small.

Wu Xianjian told NetEase finance, "Gome sports" is currently the most missing talent, the existing management may not understand the sports industry at all.

The recent "collective separation" of management may also confirm this statement from the side.

Competition is mature. Gome sports are hard to find soil for survival.

According to the statistics of China Academy of industry research, the sales volume of China's sporting goods industry reached 111 billion in 2009. In 2010 -2013, the annual compound growth rate of sports industry will remain above 20%.

Huang Xiuhong once said, "China's sports industry is a huge market and a bare gold mine."

Gome sports is aiming to be a gold digger in this huge gold mine.

However, the current sporting goods market does not seem to have no soil suitable for Gome sports.

Yang Zhenyan, partner of Peking University Management Consulting Group, believes that it is precisely because our country is in a period of rapid growth of sporting goods that it is still a brand led state, and dealers are far from being the dominant link in the industrial chain.

Now the consumer's perception is still brand, not dealer brand.

Only when we develop to the high platform stage, will there be the possibility of splitting strong dealers when the growth rate slows down and competition intensifies.

"The success of Gome in the household appliance industry is also seen in the light of the fierce competition in household appliances.

The sporting goods market is far from that level.

After the rapid growth of sports brands and the development of 5~10 years, the retail giants will be able to appear.

The difference between Gome's sports and Gome's operating environment is that there are few brand stores of electronic products at the beginning of the founding of Gome, but now domestic sporting goods brands have their own franchised stores.

Gome sports more rely on selling international brands, and it will face strong competition from Baosheng, BELLE and other distributors.

Sports marketing expert Ma Gang believes that the current sports goods retail industry channels are very mature, Gome sports want to enter is not easy.

Statistics show that there are basically three channels in the industry, and shopping malls, stores and franchised stores occupy 20%, 30% and 50% of the market share respectively.

Similar to the sales model adopted by Gome, Baosheng's Victory Road Sports City, BELLE's boom Sports City, has great influence on major cities in China. It has absorbed a large number of loyal consumers. The market value of BELLE international is more than three times the market value of Gome. Gome's rivals in the retail industry are not inferior to its rivals in the home appliance retailing industry.

In addition, most of these dealers are holding the regional distribution rights of several major sporting goods brands, and the sports city has stable product support.

Gome sports is still in a weaker position in cooperation with suppliers, far less than its influence in the home appliance industry.

Therefore, Gome sports will not hesitate to attract suppliers through cash purchases, relying on distribution and distribution mode to make profits by using price differentials. Insiders have analyzed that the profit margin of this mode is not more than 10%.

Reporters on Gome sports current situation and future development plan, to "Gome Holdings" Chairman Huang Xiuhong issued an interview outline, before the deadline, did not receive a reply.

Liang Chao, director of the marketing department of Gome sports department, told reporters that "we have been carrying out internal construction recently and there is no news on other matters".