At present, under the background of escalating consumption, the retail competition track is also transformed from commodity competition and price competition to value-added competition for service and experience. Consumers are not satisfied with mass product selection, and they also hope to have more humanity. , Higher-end consumer programs emerged. To cater for current consumer demand and promote the development of China's retail industry, Gome timely proposed the 'home-life' strategy, transforming from traditional retail stores to providing overall solutions and premium services centered on 'home'. Business.
The development of the Internet promotes industrial change, big data, and cloud computing. A new generation of artificial intelligence subverts people's lives. Technological advancement is the basis for building quality. As a traditional premium retail brand, Gome uses a more mature perspective and an advanced concept layout. Enabling new retail and promoting good life. 'Comfortable Home' is an important part of Gome's 'home-life' strategy. It aims to provide high-quality shopping experience through the 'scene marketing' of home appliances in the central home system. One-stop overall comfort appliances overall solution.
'Home • Life' Accelerates Retail Ecosystem Construction
GOME's 'home and life' concept has been proposed so far, relying on the main business advantage of home appliances to expand the market, from improving consumers to shop satisfaction, through the store scene transformation, the boring, rigid home appliance stores have given new pleasure. In terms of store renovation, the layout of the store is more reasonable, more scientific, and more advanced. At the same time, we will promote the transformation of new scenes to provide consumers with better and more comfortable shopping experience services, and increase the 'comfortable home experience hall' and 'smart life experience hall'. , 'Home Care Space', 'Water Cube Experience Hall', 'Smart Kitchen' and many other smart, environmentally friendly, high-tech home experience scenes, enriching the consumer-to-store experience.
This kind of “home” scenario creates consumer in-depth experience based on consumer demand. This not only allows GOME to achieve vertical industry chain integration and horizontal user relationship through a cross-border approach, but also an active attempt for the retail industry.
IoT cross-brand linkage to create a comfortable home experience hall
Many consumers lack understanding of comfortable homes and believe that comfortable homes are high-tech electrical appliances. In fact, comfortable homes are a kind of smart home concept that covers health, comfort, ecology, and energy saving. It not only solves people’s basic use requirements, but also promotes individuality. To respect the habits of everyone and each family. Comfortable homes do not promote extravagance and waste, but integrate the concepts of health, comfort, ecology, and energy saving into our lives.
Shanghai Gome Cozy Home is a new generation of comfortable home experience center built around the satisfaction of consumer needs with the 'home' as the core of the new retail environment. The comfort home incorporates the concept of smart home to provide private customization, and the smart experience is a one-stop solution. Shanghai GOME Comfort Home Experience Center encompasses home improvement design, renovation and renovation, central air-conditioning, central heating, central fresh air system, whole house water purification, smart appliances, smart things, entertainment, leisure and living, etc., three-dimensional comfort home The overall solution program, with the concept of real experience, to further build a full retail ecosystem, truly one-stop home service.
In order to further optimize the consumer smart scene experience, Gome will follow the IoT technology and cloud platform technology to collect and analyze the personalized data of consumers' habits of home appliances and link the hardware products together to build intelligence for consumers. Comfort home experience hall.
At present, Shanghai Gome has completed the Pujian Home Appliances Experience Center, Yishan Chaoqi Store, Changning Chaoqi Store, Laoximen Chaoqi Store, Nanhui Chaoqi Store, Hongkou Dragon Dreams Flagship Store, Jiading Flagship Store, Xinzhuang Zhongsheng Mall Store, Jinqiao International Plaza Store, Nanhui Century Lianhua Store and Hutai Store, etc. A total of 10 stores in the home improvement project. In the smart home real-estate smart home appliance applications built by GOME, small dishwashers, smart toilet seats, large The central heating system and the whole-house plumbing system can all have a more intuitive impression. Get rid of the icy data on the Internet and let more consumers have more knowledge and understanding of smart kitchen appliances. Let smart appliances enter the market. In the lives of consumers, we will effectively improve the quality of life of each family and enjoy the healthy and comfortable life that smart appliances bring.
Wang Yan, general manager of Shanghai Gome said: In the future, Gome will integrate all resources and put the needs of the entire user into a unified APP. For example, through the unified standard, Gome App with a linkage mechanism, consumers can monitor all home appliances in the home. The use of electricity, product length and period of use, equipment maintenance and cleaning needs, easy to implement intelligent management and collaborative work on electrical appliances.
Service Upgrade 'Gross Commitment' Tree Industry Benchmarking
In terms of services, the Gome platform solemnly proposed to consumers “Buy Yourselves, Pay Lately, Not Satisfied, Retreat,” and “10 Exemption” installation services for the air-conditioning market, continuously upgrading service quality, and helping hundreds of millions of people Chinese household consumption upgrade, quality consumption.
According to reports, on the day when GOME purchases self-operated home appliance goods and 3C goods from store invoices, online purchases are made on the 7th day (including the day) from the date the order is 'reserved'. , If the same city, the same sales channel, the same brand, and the same model product are found at a lower price, the difference between the purchase price of the GOME Shopping Invoice and the valid certificate will be obtained if the online shopping is found within 30 days from the date of the order's 'good investment'. Compensation, and you can get the difference compensation on the day of the application. Is to 'buy expensive supplement'.
The purchase of self-owned home appliance goods by Guo Mei, which is responsible for distribution by the country's consumers, causes customer complaints due to delays in delivery due to Gome's reasons, and the customer’s 100 Yuan red vouchers/slips exceeding the agreed time of 2 hours are for “late pay”. .
Wang Yan, general manager of Shanghai Gome, said: 'Quality consumption, we must not only have quality goods, but also have quality services. I believe 'buy expensive, late to pay, not satisfied with the refund' will not only become the Gome's 'cross commitment', but also Will once again lead the industry to improve service standards, become the industry benchmark. '
Big name gathered
Big data enabled supply chain, based on big data, cloud computing capabilities, Gome and in-depth business cooperation with brand manufacturers, established a family-life value community, meets consumer quality, personalization, intelligent brand needs and product requirements, Promote quality upgrades, optimize product structure, and maximize user satisfaction. Gome has many years of channel advantages to actively negotiate with manufacturers, through mass-collection, elimination of middlemen, and other ways to seek smart and low-cost win-win results for consumers. Promote consumer upgrades. In order to meet consumer demand for home appliance upgrades, Gome launched the May 1 Carnival on April 28 to bring consumers a wealth of smart home appliances and multiple home improvement packages.
During the event period: Purchased more than 2 items (including 2 items) for ¥12,888, and sent 1 air purifier worth RMB 1499; the maximum amount of money returned was RMB 5000. (1 credit = RMB1, the whole audience is common); , iPhoneX (64G) as long as 399 yuan / month. In addition, the Shanghai Gome joint construction Bank of China to carry out 6 0 procedures 0 interest 'Zero Action Accompanied' full of feedback exchange interaction, 4.28-5.1 with CCB credit card instalments to enjoy a single full 2000 minus 100 yuan, 3000 minus 200 yuan, 5000 minus 300 yuan straight down offer
Experts in the industry stated that with the increasing consumer demand for quality of life at home, traditional home appliances have been unable to meet consumer demand for intelligent interactions such as human-computer interaction, pre-judgment, and other functions. Home appliance intelligence has become a trend in the industry.
With unique and advanced strategic layout and reliable support of core big data creation, Gome under the guidance of the shared retail model and the “Home and Life” strategy, through the big data, artificial intelligence technology, to open up the country’s various business systems to improve overall operational efficiency. With a quality shopping experience and service experience, we will create a 'quality' life for consumers, continue to deepen the diversification of the 'home total solution', and quickly promote the establishment of a smart family ecology. It can be seen that Gome is starting from an electrical retailer. , Turned into a provider of home-based living system solutions, while GOME has also promoted the transformation of traditional home appliances to the new retail of 'Technology Enabling'.
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