[Gome United Joint Chiefs push the custom model to extend the supply chain to the intellectual industry] The newly appointed Gome retailer Wang Junzhou, who had just finalized a $20 billion bill with Dong Mingzhu, is busy with customized products such as Haier and other home appliance makers. He said that the World Cup is coming, and Gome and more manufacturers are launching products with both brands.
This is one of the directions for Gome to seek transformation in recent years. It is accelerating the development of customized merchandise businesses with integrated supply chain as the core, and transforming the business model with customization to promote differentiation. It is reported that at present, in the business structure of Gome, the proportion of differentiated customization is 48%.
After Gome announced its transformation from a retailer to a service provider, Wang Junzhou has been constantly meeting with Dong Mingzhu, Liu Hongxin, Fang Hongbo and other home appliance manufacturers. He intends to deepen cooperation with brand owners, and to maintain the high level of comprehensive gross profit margin of Gome with differentiated products. .
Recently, when Wang Junzhou was interviewed by a reporter from Securities Daily, he said: "This year, Gome and Geli, Haier and many other manufacturers have finalized customized orders. The structure determines the gross margin. At present, Gome is using the advantage of the supply chain to adjust its own structure. It will also speed up the expansion of smart factories."
Joint public promotion model
Wang Junzhou said that he is now very sensitive and has new experiences and ideas in his life. He will discuss these ideas with vendors and put them into products.
"Last year, we saw in Japan that there was an air conditioner with self-adjusting wind direction and emphasizing body-feeling. When we came back, we put forward this kind of demand. Gree was the fastest manufacturer. Gree air-conditioner goods have not yet arrived. We have already In the country sold a large part of the sales plan." Wang Junzhou told reporters.
This led to a customized bill that Gome and Gree have just finalized. Recently, Gome announced the exclusive first Gree Shu Yu series air conditioners, which is Gree launched the Gome channel customized products.
This is not the first time that Gome and Gree have adopted a customized sales model. It is reported that last year, the United States and Gree launched a joint sale of air-conditioning air-conditioning scale of 1 billion. Gree air-conditioning sales in the United States channel about 7 billion yuan, accounting for more than 45% of high-end models sales.
Wang Junzhou had just met with Dong Mingzhu some time ago. In the planning of both parties, the sales volume of customized air conditioners must be at least 2 billion yuan.
"In addition to Gree, Gome and Haier, Little Swan, Hisense and other manufacturers have introduced customized products. The sales of these products are very good, so that manufacturers willing to cooperate with us, the future will expand this scale," said Wang Junzhou, " Gome does not exclude any form of cooperation. In the future, it will also introduce various partners such as e-commerce and Supermarket."
It is precisely this customization model that brings about differentiation and improves Gome’s gross margin. Recently, GOME's just-released quarterly report showed that the total volume of its online and offline transactions increased by 29% year-on-year to RMB 35.3 billion, and profit was RMB 397 million, which was the same as that of the same period of last year. Its comprehensive gross profit margin was 17.5% at the industry's high level.
"Our supply chain is the foundation and supports high gross margins. The supply chain is a very core technology for retailers. The role of Gome is the supply chain service provider. At the front end, Gome uses data to capture customer needs, and on demand in the terminal. Manufacturers define commodities and prices," Wang Junzhou said.
“In this customized model, Gome will participate in the entire process of design, mold, processing, logistics, and after-sales service. Both parties will formulate their rights in accordance with the standards of the service, and Gome will exclusively enjoy the promotion and operation rights of the storefront. Other content we will meet with manufacturers. Make an appointment." Wang Junzhou said.
It is understood that in the first quarter of this year, Gome upgraded its own smart products through ODM/OEM, involving a total of 518 models in 10 categories and increasing the proportion of customized products.
Extension of supply chain to the emergence of the wisdom industry
In the past year, the retail giant has undergone tremendous changes. In addition to Gome, many retail companies have announced their transition. In addition to deep binding with home appliance manufacturers, Gome also created its own smart factory, the acquisition of home appliance brands at the same time, launch their own brand of home appliances.
Previously, GOME took the exclusive distribution rights of Sanyo's national channels, and led Sanyo's product development, marketing and promotion. At the same time, Gome and Electrolux and other manufacturers established exclusive underwriting and cooperation. Gome also launched its own brand of home appliances and mobile phones. It is understood that these businesses are mostly completed by GOME’s Gome Smart Technology (Goma).
Wang Junzhou revealed that Gome is currently deeply involved in intellectual development. “This is not a simple cross-border, it is an extension of Gome's supply chain. Last year, Gome’s smart sales reached more than 100 billion yuan.â€
According to Wang Junzhou, Gome Intelligence is carrying the business of smart manufacturing, and it is also a platform for research on science and technology such as GOME artificial intelligence and technological innovation. Gome will look for M&A opportunities in this area. Under the drive of Gome's shared retail model, Gome's logistics and service businesses will be open to the society in addition to its own supply chain system.
“Gome will look for opportunities in the home improvement and other areas to expand its scale. If it matures, Gome will not rule out the independent listing of its logistics, smart intelligence and other sectors.†Wang Junzhou said.
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