Gome'S New Retail Transformation: Opening And Sharing Supply Chain To Achieve "Social + Business + Benefit Sharing"

According to the understanding of the world clothing and shoe net, Gome will have a series of actions in the second half of the year in order to pform the new retail business.

No matter what it is

Or the retail revolution, which is the main theme of Gome's future business.

After announcing its pformation from home appliances, Gome is rapidly expanding its SKU.

In the past, there was a new business in the business of Gome appliance housekeeper, that is, flower subscription.

VP of its business unit has been engaged in home appliances aftermarket maintenance for decades. In some Gome insiders, "a man who is 1.85 meters tall has started playing with flowers." this is a very interesting thing. Of course, Gome appliance housekeeper has become a Gome housekeeper.

The change of name means the pformation of the overall business mode. Prior to this, Wang Junzhou, President of Gome, once said, "Gome" has been renamed "

"The new name can more accurately reflect the company's current positioning and business form and pformation path.

Gome Internet CMO Lin Jie said that in late September this year will be a start, the Gome Internet will conduct more actions.

In fact, in the first round of electricity supplier competition, whether Gome or Ningdu were trapped by the huge offline system, and with the reduction of Internet dividends, the concept of new retail was launched, which allowed Gome to see a good opportunity for pformation.

However, how can we fight this new retail campaign?

First pcript after pformation

As a retail business with a history of 30 years, it has been the biggest change in the retail industry for ten years. The overall pformation is not easy.

In the evening of August 28th, Gome retail (00493.HK) released its performance report as of June 30, 2017, which is also the first half year report card issued by Gome after its strategic pformation.

According to the China Daily, the sales revenue in the first half of the year was 38 billion 73 million yuan, an increase of 7.82% over the same period last year, and the net profit attributable to the parent company was 122 million yuan, a slight decrease of 1.61% compared to the same period last year.

However, thanks to the new scene pformation and the optimization of commodity structure, Gome's gross margin increased to 17.8%, returning to a higher level in the past two years.

The income is relatively stable, while the gross profit margin has been greatly improved, which shows the effectiveness of the reform.

It is noteworthy that GMV changes.

During the reporting period, the group's GMV grew by 23% to 61 billion 700 million yuan, of which GMV reached 41 billion 200 million yuan, while online GMV reached 20 billion 500 million yuan, while mobile terminal GMV increased by 75% over the same period last year, and 74% of GMV was on the line.

According to the introduction, 6. 18 all day, the Plus of GMV of the United States increased by 378%.

Wang Junzhou said that in the second half of the retail race, Gome is shifting from price competition to value competition, and through the optimization of supply chain system, the construction of new scenes and the layout of post service market, laying the foundation for the pformation of new retail business, at the same time, continuously improving the profitability of enterprises, creating greater value for consumers and investors.

Last December, the chairman of the decision Committee of Gome group announced that in the future, Gome will further integrate the channels under the online and offline channels and pform the new social retail businesses.

Rhododendron said that in the era of Internet, the pformation of entity retailing should establish a wide range of connections among users, between users and products, between products and enterprises, and to form community relations.

To promote effective docking between supply side and demand side, reshape industrial structure can bring value to users and enterprises at the same time.

At the same time, there is a new strategy of Gome, that is, the "6+1" mode. The "6" refers to the "user centered", the platform is king, the product is king, the service is king, the sharing is king, the experience is the core, and a complete ecological closed-loop is formed, and "1" refers to the integration of online and offline, bringing new service experience to users.

To achieve "6+1", it is necessary to establish a new retail ecosystem with the core competitiveness of the supply chain, which integrates the Internet, the Internet of things and the Internet of things (the three networks that focus on services).

From the first half of the performance, gross margin and online GMV growth and upgrading is its biggest bright spot, which is the effect of the pformation of Gome online and offline, but this does not mean that the initiative of Gome has ended.

Social interaction + business + benefit sharing

Last December, Gome integrated its five Internet related companies, such as Gome online, Gome + Gome, Gome stewardship, Gome offshore outsourcing and maxim, into a company, Gome Internet eco technology company, and CFO, a new company CEO by Gome. It can be seen that Gome Internet has high hopes.

Gome Internet CMO Lin Jie said that the GOME stores under the line will become a very strong experience, and the data and analysis of the Internet will allow offline and online to open up and pform in the background.

"Future Gome members will have a consistent experience wherever they are."

He told the times weekly reporter that Gome online and Gome APP have been renamed Gome, and Gome Plus has been launched last year. With Gome listed main body renamed as Gome retail, Gome is moving towards the direction of integration step by step.

Lin Jie's experience is consistent, actually from last year's business restructuring.

At that time, Fang Wei once told the media that after the establishment of Gome Internet, it will take Gome online APP as the center and join the services of overseas purchases, Gome housekeepers and the social networking and sharing function of Gome Plus, thus forming the only entrance of Gome mobile terminal.

Gome super APP will interact fully with Gome online PC terminal and Gome's offline stores, integrate the function of "social interaction + business + sharing", and create a platform for strong links with users.

In addition, Gome Internet Ecos Corporation will complete the data orders with offline stores before June next year and become the only digital platform of Gome.

Through the order to open up, user portrait and behavior analysis, online and offline commodity sharing, to achieve the optimal combination of supply chain and commodity operation.

Lin Jie said that the key to achieving "social + business + interest sharing" is to open up online and offline traffic, and establish an open "social + business + benefit sharing" ecosystem, and create more consumer scenarios and consumption opportunities through Gome APP connecting online businesses and offline stores, supply chain, logistics and post service.

In the three functions and values of "APP", "social", "business" and "benefit sharing", the "social" is to make everyone a broker and a distribution channel through the establishment of the circle, the foundation of trust and the taste of life. "Business" integrates the powerful supply chain, logistics system and service system behind Gome to ensure that the online and offline experience can be achieved.

The complementary fermentation among these functions has produced the value shared by all parties, and is also the key to "social interaction + business + benefit sharing".

In the Gome of APP, any user can choose their favorite products to set up their own "beauty shop", and share their friends in the circle of friends through social sharing, share the Gome APP social plate, so that more friends can buy goods in the shared shop. Meanwhile, shopkeepers will receive part of the Commission rebates jointly defined by Gome and branding.

"Therefore, the APP of Gome, which is built around the three core of" social "," business "and" sharing ", is actually not a platform for pure e-commerce, but actually it is an ecological platform.

Lin Jie told the times weekly reporter that the opening and sharing of core resources include the supply chain system, payment system, content, big data and platforms.

"Gome Internet is also heading towards the new strategy of" 6+1 "to go ahead and build it according to the whole group strategy.

According to Lin Jie, the Gome Internet will have a series of actions in the second half of the year. "In late September, we will start all kinds of actions. In the second half of this year, we will open the entire supply chain to the whole society. We will open all the platforms, such as commodities, distribution channels and ground stores, to share in real sense and bring more experience to users."

In addition to online efforts, Gome online has stepped up its layout. According to its semi annual report, Gome will continue to promote high-frequency scenes and immersive experience, take the county as the center fulcrum, achieve the goal of covering 80% county-level cities in 2-3 years, and set up 2000 target stores, and will vigorously develop logistics self built warehouses, and plan to add 1 million 960 thousand square meters of warehouse area.

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