Gome'S Innovative Social Play, Fun New Retail

It is reported that in August 28th

Holdings Limited released its 2017 performance:

1, the overall GMV of the group increased by 23% to RMB 61 billion 700 million yuan, of which GMV reached 41 billion 200 million, and online GMV reached 20 billion 500 million; mobile terminal GMV increased by 75% compared to the same period last year, and 74% of the GMV on the line.

2, sales revenue of 38 billion 70 million yuan, an increase of 7.8% over the previous year, far exceeding the first half of 2017, the number of retail sales of 100 major large retail enterprises nationwide grew by 3.1% over the same period last year.

3, the consolidated gross profit margin is 17.8%. The growth rate of the second quarter is up to 8.5%, far exceeding the industry level.

Comparable store sales revenue reached 22 billion 920 million yuan, an increase of 2.3% over the same period last year.

4, the profit before interest and tax depreciation and amortization (EBITDA) increased by 59.1% to RMB 672 million, and pure Lida amounted to 122 million yuan.

At present, the total number of stores in the first class market is 868, and the total number of stores in the two level market is 713.

It was such a performance report that brought the almost forgotten "offline king" back to the forefront of the battlefield.

Since Gome changed its name to Gome retail, the mid year report again exploded the big business groups. Facing the absolute trend of Jingdong and Ali, Gome was also expected to fail.

Facing the background of the upgrading of consumption and the pformation background of the new retail mode, the author has seen the different ways of Gome Internet.

Consumer demand under consumption upgrading

To give a real example, there are two large supermarkets in the radius of the author's life. Among them, there are many discount promotions in A supermarkets, but parking is not convenient, there is no children's area and rest area. Although the city has no price advantage, it offers three floor free parking spaces, a larger children's playground and a rest area.

I used to go home quickly when I bought the discount necessities at A supermarket, but now I would like to take my wife and children to visit B supermarket. Remember to shop in the B supermarket. We stay in the "commodity store" for more time, because there are children's area and rest area.

This is a small change in user demand after the upgrade of consumption. If you haven't understood the value of change, then it's easier for you to understand the problem of occupying KTV by big aunt. Let me ask myself a question. Why did Uncle Ma no longer occupy the square and fight for KTV?

Why do people choose online shopping? Because the price of e-commerce platform is lower than that of physical retail, and goods are not subject to geographical restrictions.

Now the online growth of e-commerce platform has become a bottleneck, because the current consumer upgrade has changed the needs of users. No matter Jingdong or Ali Department although there are many kinds of goods, but still you have me and have a similar price, users begin to change from low price to personalized consumption appeal and consumer service.

Take Jingdong home appliances as an example, it is its excellent self built logistics, quality and after-sales service, only let Jingdong sit on the top of the household electrical appliance business.

Then, what changes do Gome have for personalized consumption appeals and services?

From GOME changed its name to Gome retail, we know that Gome will begin to diversify. Of course, it will certainly radiate the surrounding scene with electrical appliances as the center. The set of solutions based on "home" will be the first punch of Gome.

Take the Gome flagship store as an example, customers can lie on the sofa in the living room and watch TV. They can rest in the bed of the bedroom. Children's room also has children's favorite toys, and can even cook in the kitchen.

Do you have a sense of vision for IKEA?

"To play Gome", with an entertainment mode of scene, to excavate new consumer demands of consumers. Through the multi scene construction of electric competition, Internet cafe, dining bar, baking and China's first VR cinema, it will undoubtedly increase the overall passenger flow of stores.

Gome is focusing on the user's personalized appeal, providing a better shopping experience with home as a dot and through multi scene mode of home decoration + Home + home appliances.

Consumption upgrading is a problem facing the whole retail industry. As a "offline king", Gome retail will have more room for users to provide experiential services.

Gome Internet fun new retail

Liu Qiangdong stressed the "fourth retail revolution", Ma Yun threw out the concept of "new retail", the chasing of electricity providers began to turn to the offline, online and offline integration has become the future trend.

The author believes that the future differentiation of the electricity supplier will be realized through offline experience, so as to drive sales through experience and achieve overall linkage between online and offline businesses.

Gome's multi scene construction seems to be very similar to that of Jingdong. However, relying on nearly 1600 stores, Gome can quickly realize the statistics and analysis of users' purchase path. More massive data can help Gome understand the offline experience demand faster and more accurately, so as to achieve the perfect integration between online and offline.

Gome Internet has become an important connector for offline experience and online social interaction. Gome Internet has pformed consumers into operators. This is the second punch that the author believes in Gome retail, and the integration of offline multi scene experience can not only quickly accumulate users, but also increase user stickiness.

In the current era of self media, there is no shortage of Internet Celebrities and big V, and the "social, business and interest sharing" mode of Gome Internet has turned every consumer into an operator, not only the circle of user groups but also a new way of realization for the circle.

Gome's Internet social networking business will be a powerful drug for its rise in differentiation, and it will also create new ideas for the development of the electricity supplier industry.

Among them, people who have social life tastes and tastes will gather together to build up a circle, interact with users, increase trust, share and exchange commodities through common ground; business is to integrate the powerful supply chain, logistics system and service system behind Gome to ensure that online and offline experience can be achieved; interest sharing is to realize the realization of the network of people's connections through the sharing of goods and buying rebates in the social scene.

Any user can set up their own "beauty shop" to sell goods on the national APP, 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.

Gome Internet through Gome APP, fully integrate its 1600 quality offline scene experience stores to online, to achieve full digital operation on line and offline.

Gome Internet's innovative social play not only increases user's activity and viscosity quickly, but also brings new experience to users.

Gome

It is expected that we will welcome the harvest in the second half of the year, and let us wait and see whether we can return to the front line.

More interesting reports, please pay attention.

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