Meimei Ming took a price war

Recently, Gome Online, which has just reached an exclusive partnership with Gree Electric Appliances, announced that the company will launch the “Most Strong Service Anniversary” on April 1. In the eyes of people in the industry, although this is the beginning of a homemade Shantou price war, Geng Guixian, chairman of Gome Online, said in an interview with Securities Daily that “April 18 is really the birthday of GOME Online, 2011 4 On the 18th of July, Gome Online officially launched and will soon be three years old."

Of course, like other e-commerce companies, GOME's birthday is still based on "bleeding". "The next April anniversary of the month, we will have a wave after wave of events. We have the confidence to promise and build the history of the strongest anniversary of the month, from all aspects of the price to achieve the best user experience." Gome Online Vice Huang Xiangping, the president, told reporters.

Yan Gui first made a remark: Gome Online through the strongest store in the month, will fully establish the price and service benchmark for the start-up grid purchase market, accelerate the realization of the king of home appliances.

Want to win air conditioning champion

“Because Jingdong and Ali are busy preparing IPOs, this year B2C e-commerce hasn’t experienced a massive price war in the category of home appliances. This time, Gome Online took the lead in picking up the air, not to mention that the world is not chaotic.” Will be named analysts said.

However, according to Yu Guixian's interpretation, the “Month of the Year” is quite different from the past, and it is the charge that blew the nation’s overall “up” position. "Since the first two months of the April anniversary of the month of April, that is, in the year of June this year, Gome Online will become the No. 1 in the air-conditioning category of B2C e-commerce. By December of this year, Gome Online will operate in refrigerators and washing machines. The first category is B2C e-commerce among kitchen and electrical appliances, and of course, the overall goal is to become a full-scale first place."

This is the short-term goal of Yan Guixian’s first explicit disclosure of specific categories. As we all know, in terms of the market share of the above-mentioned categories, there is still a large gap between Gome Online and Tmall, JD. So, how can Qi Guixian be able to secure the first place in the air-conditioning market within two months, and the share of refrigerators, washing machines and kitchens before the end of the year?

According to Yan Gui first disclosed that the reason for confidence in the first air-conditioning products on the counterattack, mainly from Gree Electric's full support. According to public information, Gome Online and Gree had renewed their old friendship and achieved “deep” cooperation not long ago after a decade of “separation”. For this "deepness", Yan Gui first explained that this is a cooperation with Gree's "headquarters", and this cooperation with Gree headquarters level, only GOME one, is exclusive. “Gree is the number one brand in China's air conditioners and its market share is as high as 40%-50%, which is almost half of the total. Since we are working with Gree headquarters, we are more secure in terms of price and quality.”

It is reported that in early February of this year, Chairman of the Gree Electric Appliances Dong Mingzhu once went to the United States to negotiate business, then, the United States and Gree signed a purchase list of 8 billion yuan. Gree, on the other hand, resigned himself to the Suning system in order to achieve the “exclusive” status of Gome.

Of course, only Gree's strong support in the air-conditioning category can't meet the ambition of Gome Online's "king of home appliances." According to Yan Gui first disclosed that from April, every month the company will announce the "exclusive" cooperation with the company's news. "It's more fun to cooperate with Gree in an exclusive way. It's a pleasure to think about Gree. Similar cooperation like Gree will happen every month, but this list can't be given to you yet."

Secret force O2O

In addition to accelerating in-depth cooperation with upstream appliance manufacturers of all categories, Gome also secretly joined forces with downstream exports. In response, Geng Guixian disclosed that "As of April 20, GOME will begin to cooperate with some O2O."

Once upon a time, O2O became a hot word for all e-commerce providers to “talk”. Ali and Tencent have rushed to the Internet, and JD.com recently announced that it has reached O2O cooperation with about 10,000 offline convenience stores. So, for Gome, which has a large number of offline stores, O2O has new ideas?

"The difference between Gome's O2O and other e-commerce companies lies in our ability to do external O2O and internal O2O. In terms of external O2O, we are cooperating with several very large domestic companies." However, Geng Gui refused to disclose first. What are the companies, only said that the industries involved include supermarkets, department stores, convenience stores, and even community stores. As to whether the specific cooperation model is similar to Jingdong, Geng Gui was not disclosed.

According to public information, in early 2014, Gome Online established five strategic developments centering on user experience, supply chain, logistics, mobile Internet, and O2O. "Our 2014 sales are expected to double over the same period last year."