As consumption accounts for a higher proportion of China's economy, China's economic growth momentum will become more and more stable, and 'high-quality development' becomes the high-frequency word that guides China's economic work. According to McKinsey's "2018 China" Economic Outlook" related reports: 'In 2018, China's ministries and commissions will take more actions, and retail and other industries will once again usher in a long-term development trend.'
How to use the new wave of retail growth to promote Gome's 'high quality development'? Yu Yongzhen, general manager of Gome East China Region, said that under the strategic guidance of the Group's new business introduction, new market development, and new technology application, Adhering to 'speed' as the core of strategic success, we will apply new technologies of the Internet to all aspects of retail, improve operational efficiency and customer experience, and realize the operation of home appliance retailers to the 'home and life' overall solution provider and commodity management to users. The three major changes from retailers to service providers have pushed Gome into a rapid development channel.
Transforming from goods to users, promoting the strategy of 'home and life'
Under the influence of consumption upgrade and technology driving, how can the retail industry integrate online and offline, do accurate drainage and create a high-quality user experience? Under the guidance of the 'home•life' strategy, Gome proposes to change from 'commodity' to 'users' 'The business idea. The first step in the transformation of Gome is to optimize all aspects of the supply chain. On the basis of major appliances and digital products, we will be involved in life supermarkets, department stores, bookstores, cinemas, tourism, etc., and continue to promote 'integration of cabinets' , 'HVAC/Central Air Conditioning', 'Home Improvement/Cabinet', 'Kitchen Space' and other new business developments, realizing the transformation from home appliance retailers to 'home·life' overall solution providers. The second step is to improve the boutique services, let Service has become the reason for customers to choose Gome. This means that Gome's 'home·life' strategy is being further refined, and every space associated with the home, consumers will enjoy the full life cycle of Gome.
Sinking with shared retail acceleration channels to create a new business portfolio
The shared retail model is based on the Internet, through online and offline integration, to achieve a complete integration of supply chain, scenarios, services, membership, data, logistics support platform. Under this open sharing ecosystem, Gome uses big data, Cloud computing, a new generation of artificial intelligence technology, user-centered, technology-driven people, goods, field reconstruction, to service providers, forming a new retail model with "social + business + sharing" as the core. In the first and second lines When the market is basically saturated, Gome will actively support the first-line brands that hold the cooperation intention to sink to the third- and fifth-line channels, and launch new stores such as experience stores, living small halls, and comprehensive experience halls to create home appliances, homes, and building materials. The new business combination of blending. It is on the basis of this kind of integration that Gome and the manufacturers realize big data, logistics, settlement system, membership system and even the sharing of production materials, and around the 'home and life' value chain, and then Form a 'home·life' value community.
Technology first, giving Gome new kinetic energy
With the development of technology, the retail market has undergone unbounded changes in the scene, which has also driven Gome's social retail, video shopping guide, and smart home solutions. Applying Internet technology to all aspects of retailing will help inspire Gome. The new economic growth point. The new data in the middle of the project, the members, orders, merchandise, promotions, data are unified into a total back-office operation, to achieve online and offline integration; 'sail after service' project, through the realization of orders Warehouse, merchandise distribution, installation progress, visualization of scheduled maintenance services, to promote the visualization of Gome's after-sales service system; and the Big Data Beacon project unified the user's big data accumulated by Gome for many years to form user portraits, supplier portraits, and thus Smart management, improve the operational efficiency of internal and external customers. In the future, Gome will also increase investment in artificial intelligence, from the three dimensions of product, technology and operation, research and development of cloud computing open platform, big data, AI technology, through deep learning, Fully empower the Gome's smart products, thereby enhancing the product's richness, achieving multiple categories, multiple models , comprehensive coverage of multiple application scenarios, providing a smart home overall solution.
'Three new strategies' to build a new future in East China
From the perspective of 'new business', as people become more and more wealthy, they are increasingly inclined to increase spending on education, health, entertainment and catering services. This trend has triggered an explosive demand for services in the market. East China will open up the supply chain to expand new business, use the US store and content marketing as tools to achieve social sales; at the same time, increase the attention to the category of light luxury appliances, improve the conversion rate through strict selection of goods, and compete through boutique services. Force, further improve the quality of operations.
From the perspective of 'new market', East China Zone includes Shanghai Gome, Shanghai Yongle, Nanjing Gome, Suzhou Gome, Wuxi Gome, Changzhou Gome, and Xuzhou Gome. It currently has 180 stores. Since the concept of 'new retail' After the emergence, e-commerce companies are competing for new retail sales in order to gain first-mover advantage by virtue of their innate technical advantages and data accumulation. As one of the regions with the highest level of e-commerce development, East China should strengthen the strategic layout of 'home·life' and build Diversified business under shared retail.
From the perspective of 'new technology', in the new era, the boundaries between buyers and sellers are no longer clear. Consumers in the traditional sense have begun to play the role of producers, creators and service providers. East China will rely on it. Big data, cloud computing, AI artificial intelligence technology, construct user portraits in East China, master user spending habits, and provide differentiated services.
Create a new marketing model 'Super In-House' will start in September
According to the general introduction, on September 8th, Gome will launch a 'super in-house purchase' in the East China region. It is the marketing rule that breaks the new era. Based on the concept of 'sharing', focusing on 'home·life', and Downstream partners, users to open their own core capabilities of the figurative performance, is also a breakthrough in the retail industry.
Now Gome in-house purchase has created a fairly mature brand promotion holiday label in the minds of consumers, and is constantly innovating and changing, from the initial sale of a single appliance to consumers to the present to provide 'home·life' as a whole. The solution, from the traditional mode of offline display to a new shopping model of 'online trading, offline experience', has built a collection of entertainment, shopping, smart appliances, Integrated service in one shopping scene.
In this in-house purchase, Gome will also incorporate the autumn home improvement package, the whole kitchen solution, the whole house water system solution, the large home appliance purchase plan, multiple sets of family solutions into the scene, and launch the Gome 'Mei Yi points' installment , home appliances trade-in, mobile phone rental and other rich business content, to meet consumers' one-stop shopping experience.
In the future, Gome will continue to deepen the retail transformation, through its own transformation, with new business introduction, new market development, new technology application, three major transformations to create value for users, with a simple, structured approach to achieve strategic landing.
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