[PConline News] Although it is behind bars, Gome Huang Guangyu, the soul of Gome, has recently made major moves. His company Gome Holdings Group (hereinafter referred to as Gome Holdings) is becoming a spoiler in the gold sector. In fact, in addition to the status of the major shareholder of Gome, Huang Guangyu family has been trying to carry out the "to go electric" diversification strategy. This time, can gold successfully replace household appliances and become a new label for the Huang Guangyu family?
Huge investment of 1 billion yuan goes to gold
On September 19, a 3,500-square-meter gold retail store will open in Beijing's West Third Ring Road. In addition to its amazing size and price, it is even more of a concern that it belongs to Huang Guangyu, the predator of the home appliance that has been in this country.
What is more surprising is that Huang Guangyu's gold business does not stop at retail alone. Gome Holdings will also step into the upper reaches of the gold industry chain to start gold mines. It is said that Huang Guangyu hopes to make a brand model that differentiates traditional gold retail stores such as Caibai and Laofengxiang.
The relevant person in charge of the multilateral capital has recently confirmed to the media that Gome will buy gold. He told reporters: "We have this idea. We also need to find a factory and buy it for production."
Multilateral Jindu Commercial Co., Ltd., which is responsible for the operation of Gome's gold business, was established in June 2013 and is part of Beijing Multilateral Investment Co., Ltd., a subsidiary of Gome Holdings. The multilateral promotion is a new investment business segment established by Gome Holdings in 2012. Its legal representative is Huang Guangyu’s sister and Huang Meihong, president of Gome Holdings.
It seems that Huang Guangyu’s plan for the gold business is very large. According to sources, according to the plan, the business will be one of the newest businesses in the future of Gome Holdings.
It is reported that Gome is attempting to build a closed-loop gold industrial chain from upstream materials to channels, physical stores, and then to consumers. However, for the progress of Gome’s purchase of gold mines, there is currently no accurate information in the industry. At present, Huang Guangyu has already invested 10 billion yuan in the initial investment for this gold game.
Yellow style reproduction
According to industry insiders familiar with GOME, entering the gold field is the decision of Huang Guangyu who is in prison and he personally plans and directs. The president of Multilateral Capital Capital, Yingchi, had previously stated that the related business, investment, and development plans of the multilateral capital are always known through letters. Ying Chien has been with Huang Guangyu for many years. Before that, he served as the manager of Qingdao Gome and the assistant of Huang Guangyu.
It seems that the Multilateral Capital also is still replicating Huang Guangyu’s successful “loss-for-scaling†business model in the home appliance industry.
It is said that in order to ensure low prices, Gome allows the multilateral capital to lose 100 million yuan each year and win the market in three years. The relevant person in charge of the above-mentioned multilateral capital has confirmed the news. “This is the overall strategy formulated by the company, allowing us to lose a hundred million dollars each year to do the market.â€
What has changed in the yellow style is that Huang Guangyu designed an O2O business model based on online and offline development for Gome's gold business.
Multilateral gold is the first to conduct online business. On March 21, the Multilateral Online Shopping Mall went online. It is understood that the Multilateral Fund has made it clear that by 2020, online business should cover the whole country, and even explicitly demanded that “the number of stores is not pursuedâ€.
At present, there are four online retail channels in the multilateral capital. In addition to its own online store and Gome Online, which is jointly owned by the listed company Gome, Gome also surprisingly chose Tmall and JD.com, the two e-commerce platforms that had been competing fiercely with home appliances.
The planned four stores are also in progress. According to the relevant person in charge, Gome plans to open a gold store in North, South, East and West of Beijing. Outside the Zhongta shop, two addresses have been selected, but the fourth address has not yet been determined. The bigger plan for the multilateral capital is 2016, and will open stores in all first-tier cities.
Try "to go to electrical appliances"
The gold business is yet another new attempt by Huang Guangyu's family to try to “turn into electrical appliances.†Huang Guangyu once said in the planning of the multilateral capital that after the gold retail stores have done a good job of regulating, the future is to achieve the transformation of Gome’s “towards electrical appliances.†The important support. Huang Guangyu hopes that Gome's gold business can become a national gold brand by integrating the gold consumer market like home appliances.
In fact, the Huang Guangyu family has long been involved in real estate, home appliance manufacturing, pharmaceuticals, sports and other industries outside of home appliances, and most of them are ambitious to put forward an integrated slogan, but most of these attempts eventually died down. Whereas in the case of the traditional gold stores such as Caibai and Laofengxiang, which have set foot on the Internet, how many opportunities will the country have in the gold field, where the starting point is zero?
However, Gome clearly has reasons to enter the gold industry. In April this year, the “2013 China Jewellery Consumer Data Release Conference and the 2014 China Jewellery Industry Development Trend Seminar†released in Shenzhen showed that the total retail sales of Chinese gold and jewellery products exceeded 470 billion yuan in 2013, and gold jewelry online shopping sales. The first time exceeded 12 billion yuan. The proportion of online retailing is obviously less than 3%. Xiao Lei, a gold commentator, believes that the model of the multilateral capital is bound to have a huge impact on the traditional gold market.
Qiao Zheng, a senior industry insider of the gold industry, also stated that the operation mode of Gome is different from traditional gold stores such as Lao Fengxiang. Gome has its own brand value, has a rapid expansion of the foundation, and will retail gold soon. However, Gome wants to seize the gold market is not easy. Joe Zheng also told reporters that the profits of the gold retail industry are now very thin. At the same time, safety also has a test for Gome's new entry into the gold industry, and it also needs to involve guarantee companies, security, and insurance. Therefore, to enter this field and succeed in taking root must first buy these ridges. However, Gome’s “applied home appliances†action will need to rely on time to test how much it can achieve.
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