Recently, the signing of a management custody agreement between Gome Retail and Gome has been regarded by the media as a “strategic leap for Gome.” It is reported that Gome Retail will manage the five core businesses of “Gome Home”, “Fashion Home”, “Anxun Logistics”, “Gome Cellars” and “Shared Co-construction Platform” to consolidate the closed loop of the entire retail ecological sharing platform.
Within Gome, in addition to focusing on user thinking and technological thinking, it also advocates platform thinking and closed-loop thinking. Since the launch of the “Home·Life” strategy in 2017, Gome has achieved bottom-up, from bottom to top, through the implementation of online and offline dual-platform operations, the implementation of a full-category extension strategy, and the multi-format linkage of home appliances/home/home improvement/home/home services. Full service and full link extension to the outside.
Through the conclusion of the custody agreement, Gome Retail can go into battle with light equipment and shift from an asset-heavy business model to an asset-light business model. For example, through sharing and co-constructing a platform, “Gome Home” will exert its efforts in small offline businesses, attracting 10,000 merchants to join to build 10,000 “Gome Station”, and Gome will shift from the role of an operator to a mentor, resource provider and platform empowerment By.
At the Global Investor Conference, Gome Retail CFO Fang Wei calculated two accounts from the perspective of suppliers. One is that consumer discounts accounted for about 15% of the cost of commodity prices, and the other is a separation between online and offline. Marketing expenses accounted for 18%-20% of the cost. Gome Retail has integrated the online and offline dual platforms, optimized the two sets of costs into one, and at the same time provides full marketing tools to merchants with the help of the shared co-construction platform to help low-cost traffic acquisition and monetization conversion, and then help merchants to achieve real Cost reduction and efficiency enhancement in the sense.
The conclusion of the custody agreement is an inevitable result of the development of the second phase of the “Home·Life” strategy to a certain extent for Gome. It is also the inevitable path for Gome’s retail to expand from top to bottom, from the inside to the outside of its service and content, and move towards a full-retail ecological sharing platform from heavy to light.
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