A few days ago, Sony awarded Gome's “2017 High-end LCD TV Sales Contribution Award” to AWE in Shanghai. Zhang Tao, general manager of Gome Color TV Division, said: This is Sony’s heavyweight trophy for Gome. All dealer channels are only This one has won this honor.
Sony Grants Gome '2017 Annual High-end LCD TV Sales Contribution Award'
The just-concluded Gome's important marketing brand 'Black Weekly', whose first-day sales exceeded 4 billion yuan. As a hot-selling category, color TV sets have achieved both sales volume and reputation. Among them, Hisense and Skyworth firmly occupy the top two ranks of domestic color TV brands. 4. Sony won the first place in the joint venture brand.
Gome TV product sales ushered in a good start, which does not seem to be in sync with the current status of the color TV market.
TV market 'Icefire two days'
Relevant data show that the price of restricted panel and the impact of Internet TV brands have not been optimistic about the retail sales volume of China's color TV market in 2017. The domestic TV market has experienced a harsh winter. Some people have even used 'Want to cross the Yellow River's ice plugging river' to describe the color TV industry. The dilemma encountered.
Although the public opinions on the various kinds of sing declining color TVs are still lingering, some channel TV manufacturers in the United States had a good sales situation in Gome.
It is understood that in 2017 Sony's TV channel sales in Gome achieved nearly 100% year-on-year growth. Sharp's annual sales volume increased five-fold. Hisense, Skyworth and other major brands of color TV sales in the Gome channel are all very impressive.
Especially when the big screen has become almost the most representative selling point of all display products, the proportion of large-screen TV sales has also increased. The Gome data show that more than 55 inches of large-screen TVs Gome's channel sales accounted for more than 60% , far beyond the market average.
How did Gome achieve a steady increase in sales with suppliers under the overall situation of instability? Through the visits of stores and the introduction of the relevant person in charge of Gome, the question was solved step by step.
The 'channel power' behind the strategy
As the founder of China's electrical chain business model, Gome has spent more than 30 years in the home appliance market and has accumulated mature market and operating experience.
Zhang Tao believes that although there is already a relatively mature store design, Gome has been adapting to the changes in the market and optimizing the store layout through the scene transformation of the store. On the one hand, the efficiency of the store has been greatly improved, reducing the supplier's cost, and relying on the other hand, The physical store experience has led to more online transactions and has accelerated inventory turnaround time.
At the end of last year, GOME teamed up with Hisense and built the nation’s first 4K laser TV flagship experience store in Qingdao Limei GOME Xiangyang Road Store. In the near Baiping Experience Zone, the latest development of different size laser television products and living room of Hisense , Home theater, office meetings and other application scenarios are integrated to create a better shopping experience for users.
Similarly, there is also a similar Sony TV area at Beijing Gome Madian Store. Sony's 77-inch OLED original high-end color TV, which sells for 120,000 yuan, will sell about 10 units a month. The sales staff introduced that although some high-end products are not priced at Philippine, but because it has created a very good experience area for consumers, the sales situation has exceeded expectations.
As of the end of 2017, Gome's nearly 170 stores were remodeled, benefiting from the effective diversion of offline shopping experience to online transactions. The GMV of Gome's channel color wire increased by 367% year-on-year.
While constantly adapting to market changes and strengthening cooperation with manufacturers, Gome also relied on the accumulation of big data for more than 30 years to forge the ability to accurately select products, optimize SKUs, and lock down and screen products that are more in line with consumer needs.
Sales in the 'mutual benefit and win-win'
Say "Kung Fu is out of poetry," but Gome has extended the effort of color TV marketing from the background to the front desk. It has also given consumers more benefits and benefited TV manufacturers.
In 2017, Gome’s “Blackwood” opened in only 6 hours. Sharp TV’s channel sales in Gome exceeded 20,000 units, and the two parties jointly fought a 'beautiful'.
According to Zhang Tao, for the 'battle', Gome and Sharp 'conspiracy' three months ago, big orders purchasing mainstream products that meet current consumer trends, and hit a rare low price in the market: Sharp 50-inch 4K Ultra HDTV, 2017 Gome's 'Blackwood' Price is only 2999 yuan, at the time color TV market 50-inch joint venture product price has not yet been lower than 3999 yuan precedent; Sharp 50-inch 4K Ultra HD LCD TV +70 inch 4K Ultra HD LCD TV combination Purchase, Gome 'Blackwood' even gave an ultra-low price of 10,999 yuan. Therefore, Gome's 50-inch Ultra High Definition TV in 2017 was the sales champion on the first day of TV sales, and its sales accounted for the sum of all Sharp TV sales. half.
One of the performances of supply chain capabilities is the ability to choose products. You look farther than others, and you have a good judgment. You get the opportunity. 'The president of Gome Retail, Wang Junzhou, said.
In addition to in-depth cooperation with manufacturers and activities that rely on large marketing nodes every year, Gome has also created exclusive marketing brands such as 'Black Week' and 'Super In-House Club' to provide consumers with big-name, low-cost shopping experiences. Color TV as a key category has launched the 'Color TV Festival', 'National Product Day' theme activities, through the 'buy gifts', 'shopping', 'buy hardware gift content' and other sales models, while reducing the single product value as much as possible to improve Rebuy rate, increase customer unit price, help suppliers to seize market share, help product sales.
In the just-concluded GOME 'Black Weekly', the original price of 2599 yuan Sanyo 50 inches 4K Internet TV, the activity price is only 1999 yuan, punctured the industry reserve price. TCL 65-inch LED smart TV, industry same size and quality TV are The price is around 4,500 yuan, the price of 'black Wu' only costs 3999 yuan, and the sales volume exceeded 10,000 units during the event.
Visible 'strength'
Ability to create value. Over the years, Gome has created a more extreme shopping experience for consumers through the continuous improvement of service capabilities, which is particularly evident in the color TV category.
In 2017, Gome took the lead in the realization of the all-brand color TV unit's delivery and integration, and it has been opened in most cities across the country. Gome's delivery personnel can deliver and install appliances according to the user's schedule, deliver appliances, install, and debug effectively. Combine, standardize service standards, optimize intermediate links, and enhance shopping experience.
At the same time, relying on 'Guo Mei butler', consumers can see the delivery process at any time, and can evaluate the delivery service.
With the rise of the installment payment business, the Gome Color TV Division also plans a number of instalment activities. Taking the purchase of '3 exemption' as an example, consumers purchase color TV sets, dispense with down payment, interest, and service fees, and only need to go through relevant formalities. Bring your favorite color TV home, to meet a variety of consumer shopping needs.
With many years of deepening channels, Gome has a strategic cooperation with the current mainstream TV brands. Compared with other home appliance sales channels, Gome is more efficient and the capital turnover is faster. Whether it is the launch of new products or the promotion of high-end products, many suppliers Will be the preferred Gome. 'Gome's channel not only to promote their own growth, but also with the supplier partners to develop together to make the market bigger, to provide consumers with higher quality color TV products.' Zhang Tao confidently said.
After several years of market baptism, the color TV market has already ended its scale expansion. The adjustment of product demand has driven demand release, and the joint marketing between channel providers and suppliers will increase the chance of market reshuffling.
Perhaps, under the effective promotion of the 'Guomei Model', the color TV industry has reached the bottom of the rebound.