In the first two months of this year, the total retail sales of consumer goods in my country increased by 6.7% year-on-year. The retail sales of consumer goods excluding automobiles was 6,730.5 billion yuan. Retail has once again become the backbone of consumption. Recently, Gome Retail (0493.HK) announced its 2021 annual results, and many data are quite eye-catching. Gome has accelerated the construction of a full-retail ecological sharing platform with the goal of “home and life”. The number of annual active users has exceeded 16 million, a year-on-year increase of more than four times, and the number of third-party merchants has exceeded 6,000 in one fell swoop.
Returning to the essence of retail, users and merchants belong to both ends of supply and demand, and they are mutually beneficial and bidirectional. Gome hopes that corporate profits will mainly come from the value-added of goods and services, rather than the profit from poor information caused by traffic skew. Therefore, in the first half of last year, Gome made full efforts to make entertainment through the real happy APP, and achieved rapid growth in the number of users. Late last year, Gome took advantage of the situation and put forward a call for sharing and building a “home and life” retail community, attracting big B-end and small B-end merchants to join hands.
The entertainment strategy is very effective for the post-95 generation Z generation, which can greatly increase the use time of young users on the online platform. The real happy APP has also formed a unique competition culture and ranking culture through the construction of entertainment content ecology. There are thousands of competitions of various sizes, covering food, beauty, dance and many other fields. As of February this year, the number of KOLs/KOCs in the True Happiness APP has exceeded 2,000, and many users who love life have uploaded their own original content, forming a sharing culture of “single music is not as good as public music”, boosting True Happiness The number of daily active users of the APP rose to 3 million.
In order to help merchants tap into the dividends of the growth of the Z-generation customer base, Gome has opened the interface of six major platforms with the concept of sharing and co-construction, and third-party partners can access Gome’s ecosystem. intensive management. At the technical level, the main structure of the shared co-construction system is the supreme version of the SaaS 3.0 upgrade. In addition to the basic SaaS capabilities, it also integrates systems such as supply chain, transaction, traffic, membership, content and financial management, which can realize marketing data and Coordinated deployment of transaction resources.
In the global investor conference call, Fang Wei, senior vice president of Gome Retail, shared the latest data on the merchant side. Among them, 4,200 manufacturers and 6,000 distributors have settled in the Gome retail ecosystem. They not only share Gome’s online and offline full-scenario marketing resources, but also rely on Gome’s self-built logistics system to realize the circulation of commodities covering large, medium and small pieces, improving operating efficiency in an all-round way.
With more abundant products, it will naturally attract more C-end users. By empowering the B-side service and the C-side, Gome has also evolved from a simple retailer role to a comprehensive platform service provider role. According to the data disclosed in the annual report, Gome relies on self-operation, customization, investment promotion, distribution, and agency operation, etc., and mainly focuses on non-appliance categories such as food and beverages, daily necessities, and home furnishing. Exponential growth in the millions. The majority of C-end consumers have reversed their impression of Gome’s “specialized home appliances”, and are more willing to buy non-home appliance products in Gome.
In the fiercely competitive retail industry, GOME has led the transformation with innovation, achieved extraordinary integrity and made progress while maintaining stability, and opened the era of sharing and co-construction of the whole retail ecosystem. With the deepening of the second phase of the “Home·Life” strategy, it is believed that Gome will be able to achieve the strategic goal of “empowering 200,000 merchants” in 2022.Return to Sohu, see more
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