Chapter Gome Guard: From Happy Valley To The Founding Of Enclosure
"Happy Valley a few years ago as the expansion enclosure
, looking back now there are many problems to solve. For the country into the U.S. so mature chain, the store is neither possible, nor is the greater the well, to enhance effectiveness of a single shop is the most this year, we should do. "Recently,
Shenzhen
Zhang, general manager of Gome guards when interviewed, said sharply.
Improve efficiency
Is a priority
"Loss, no growth potential, stores should be resolutely." Zhang guard that spent early in the "Expansion" Age,
Home Appliances
Chains into the "efficiency gains" phase, is an inevitable thing, and the country has been ahead of U.S. competitors, the first transition into the business, and specifically to enhance the effectiveness of a single shop in the main work in 2009.
Entered the Shenzhen market in six years, Gome from scratch, has swallowed up easily good home, Paradise and other competitors, the number of its stores as quickly as if the balloon expansion, now has 33 stores, but some stores single-store profitability but had not reached the expectations of the country the United States, individual stores or even the losses. Zhang guard said: "Reflections on the expansion strategy, starting from 2008, this year the country completely to the United States 'ability to enhance single-store profitability' as a fundamental theme. Judging from the first six months, basically to achieve our targets. "
"We are absolutely not strategic contraction. In the process of rapid expansion generated some of the low efficiency stores, is including competitors, including any business is difficult to avoid. The key is to discover, in time to adjust, this is a negative responsibility of enterprises should do. "Zhang guard said that this year the United States in Longgang, Shenzhen, China, Longhua opened two new stores, and have made a good
Sell
Performance.
Adjustments stores
Network distribution
"Store upgrade plan" is to adjust the primary content of course, the network stores the layout. The process of rapid expansion in previous years, due to the fanatical pursuit of the number of stores, the country at all costs the United States branch out a lot, but also created some of the low efficiency of the store.
After reflection since 2008, the National United States adjusted its business ideas. After opening up shop, not static, but should be on the market conditions, profitability and other variables, the network layout of the stores have a dynamic adjustment for losses, no growth potential of the store, then be resolutely. In response, Zhang guard said: "The store is neither possible, nor is it the bigger the better. Huaqiang stores such as Gome, only 3,000 square meters, but the ability of single-store operation is very high."
Gradually transformed
Every store
Huaqiang North
regular readers visit may have been found recently Gome stores in Huaqiang North LOGO quietly changed, duplex, white, red edge of the country it is very striking the United States LOGO. This reporter has learned from the country this year, the U.S. will launch a new VI system's Shenzhen region, including Dongguan, Huizhou,
Zhongshan
Including 71 cities to upgrade its stores, is expected to finish the first half of transformation, total cost about 30 million yuan.
The same time, the store layout, this year the U.S. will one by one, Shenzhen, China to upgrade its various stores, in-store lighting, booth layout, sense of space, shopping flow chart and so on, in order to be perfect. "Now we are business-oriented consumer demand, we do all the things that are easier to make consumers more comfortable shopping experience." Zhang said guards.
Increase 3C products
Sales ratio
"As a retail enterprise, reform of the store itself, but also to adjust the structure of the commodity.
Chapter Gome Guard: From Happy Valley To The Founding Of Enclosure
By: viedy
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