In 2021, when Alibaba, JD.com, Tencent and other companies are still pushing for new retail, Gome Retail put forward the strategic goal of “full retail ecological sharing platform”.
Regarding how to practice full retail, the development model given by Gome Retail is: to build six major platforms based on online, offline, supply chain, logistics, big data & cloud and sharing as the cornerstone, full link, full scene, full mode The “full retail ecological sharing platform”.
Since the emergence of this business model, it has continued to attract market attention. For example, DBS Bank recently published an updated research report on Gome Retail, upgraded its rating and raised its target price, which to a certain extent reflects sell-side analysts’ recognition of Gome’s strategic transformation.
On the one hand, as mentioned above, Gome Retail dares to go out of the innovation path first, and its reference value is high; on the other hand, in theConceptually highlights the big picture, which is in line with the historical trend of change, including the improvement of resource allocation efficiency and fairness. At the same time, in terms of market competition, consumption trends have evolved rapidly in recent years, from operating commodities to operating groups, from “online is king” to accelerated integration of omni-channels, etc.Systematic efforts (that is, full-link, full-scene, and full-mode layout) have become the best choice for anchoring the future. Small, medium and micro enterprises and self-employed individuals especially need to achieve relevant layouts through platform-based operation.
In addition to the basic settings, how to prove the effectiveness of the operation and the value created? The best answer is data.
As a result, the author started a long-term observation. Just recently, the author was fortunate to participate in the latest roadshow of Gome Retail. Through sharing at the management meeting, I saw more optimistic and positive data support, and then clarified the above problems.
Let’s take a look.
1. Offline platform:Gome’s December sales increased by more than 40% year-on-year; Gome plans to sign 83 projects, 8 of which have been signed, with a management area of 200,000 square meters, and another 316 intended cooperation projects.Gome’s existing stores have been upgraded from electrical appliance stores to new-type stores for display and experience. At present, more than 50% of mainstream suppliers have completed contract signing based on the new model. It is expected that in the first quarter of this year, it will complete the annual new contract based on the new model with all partners. Sign work.
2. Online platform:With true happiness as the core, true happiness reaches 65 million monthly living in December, with an average daily living of more than 3 million;It’s a real pleasure that the goods and services at the supply chain end of the group have settled in.Realized full SKU sales; as of the end of December, there were more than 6,000 online merchants, an increase of more than 700% from the end of last year.
3. Logistics platform:The proportion of third-party business of Anxun Logistics has reached more than 45%, has built a national four-level warehouse network covering 35 RDCs, 77 FDCs, 2437 new retail store warehouses, and 689 virtual transit warehouses, including 130 cloud warehouses, with a total storage area of more than 5 million square meters, achieving a coverage of 99% of the country. Four-level addresses, more than 80% of township-level addresses. During Double 11 in 2021,Anxun Logistics has made full efforts in the field of large-scale logistics, with a freight volume of about 60,000 tons, a year-on-year increase of nearly 30%.
4. Sharing and co-construction platform: About 30 companies have signed contracts for agency operation, and at the same time, KOL/KOC, manufacturers, and channel providers have settled in.Among them, there are more than 1,000 KOL/KOC, 2,000 manufacturers and 5,000 distributors., complete the data sharing, membership connection and point exchange of supply chain platform and traffic platform.
5. The overall “full retail ecological sharing platform”:At present, the total SKU is 1.8 million, and the customer acquisition cost is less than 100 yuan.
These data information means that the online, offline, logistics, sharing and co-construction of Gome Retail’s major cornerstone platforms have all made good progress in a relatively short period of time, achieving rapid and sustainable business volume.
Based on this, through ecological construction and network layout, the “full retail ecological sharing platform” has also evolved rapidly as a whole, showing the superiority of the model.The number of SKUs in Gome’s retail has grown from 30,000 electrical appliances earlier to the present, which has increased by dozens of times. At the same time, the cost of acquiring customers is lower than that of pure e-commerce platforms., referring directly to traditional e-commerce giants, according to the “2021 China E-commerce SaaS Industry Research Report”, the customer acquisition costs of Ali, JD.com and Pinduoduo have increased to 405, 298, and 180 yuan.
At the same time, in terms of sharing and co-construction, Gome Retail takes the upgraded version of SaaS 3.0 as the main structure, including basic SaaS capabilities, complete supply chain, transaction, traffic, membership, content, financial management and other systems, rich resource pools , integrate the basic elements of the retail industry; create a full retail shared service solution with a new four-in-one model of “resources + systems + services + data”.
Gome Retail’s asset-liability structure has also been continuously optimized, and has now dropped below 80%. Moreover, Gome Retail has fully repaid the first batch of domestic bonds due in 2016; operating cash flow was positive in the second half of last year, and management expects this indicator to remain positive in 2022.
On the whole, Gome Retail’s business has improved significantly. The “full retail ecological sharing platform” has been very effective, and has formed a unique competitive advantage. The assets, liabilities and cash flow can also match the current business development, and it is expected to enter the speed of development. In the future, we can better grasp the new opportunities brought about by the reform of the retail industry.
In addition, the “full retail ecological sharing platform” is the current strategic target direction of Gome Retail, which has established the high value of the entire strategic direction. In other words, Gome Retail has accelerated from the electric appliance trillion track to the “home and life” guaranteed 10 trillion or even broader market.Return to Sohu, see more
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