Lang Xie Huang Guangyu, "gome" Operation (a) - Huang Guangyu, Gome, Lang - Hc Network

States United States The success in the Chinese market with a "national U.S

. characteristics" of the capital mode of operation are inseparable. In short, the country can be divided into three main chapters of the U.S. model, that suppliers of funds taking of type of financial operation of the electrical retail market and real estate financing and investment combined trilogy.

Introduction: States United States success in the Chinese market with a "national U.S. characteristics" of the Capital Market are inseparable. In short, the country can be divided into three main chapters of the U.S. model, that suppliers of funds taking of type of financial operation of the electrical retail market and real estate financing and investment combined trilogy. And the National United States similar to China

Home Appliances The second and third largest retail giant

Suning And Paradise in the rapid rise in recent years is precisely follow the "national U.S. model" results.

This will be the first Chinese home appliance retail chain enterprises in brief overview, then the capital of the state operation of the trilogy of the United States discussed in detail and the National United States with strategic and tactical approach for comparison, respectively, Suning and Yongle of the operating mode of the two companies and capital works of the differences and similarities.

Summary Gome Beijing 1987 Zhushikou dozens of square meters of shops in a development of China's home appliance retail chain industry today, market leader in the rapidly expanding its business scale and sales has become huge business stories of the same industry. The States United States company CEOs

Huang Guangyu To 13 billion of capital for two consecutive years reelection Hurun

China's richest man The fact that the media have become widely acclaimed business legend. China's other two home appliance retailers Suning, Gome, Yongle was keeping pace, so that the formation of the three pillars of the industry in the domestic situation. The Chinese home appliance retail group, especially for U.S. companies of the country is to analyze the motivation of the secret of the rapid development of this industry.

One appliance retail business model overview

In the Chinese home appliance retail chain industry, whether Gome, Suning, Yongle and other large national enterprises, or sized, five-star and other local small and medium enterprises, which are the basic mode of operation carried out in accordance with the following four steps loop expansion:

First of all, try to suppress the upstream supplier's purchase price, to obtain cost advantages. According to the data, with the Chinese appliance market and the deterioration of monopoly and increase the bargaining power of large retailers, appliance suppliers, operating margins could be down to 2%.

Second, low prices to attract consumers. Easy to see that the price of home appliance retailers when the war is occurring, low price is the selling point is the advantage. Where low price is reflected in?? Margin. According to statistics, the household appliances industry, gross margins are very low compared with other industries, the average level of 5% -6%, respectively.

Third, suspended Dutch is occupied by short-term loan financing supplier, that "type of financial" mode of operation. Under this approach is short-term capital for several days in arrears for several weeks, or as long as up to six months. To GOME, Suning, for example, because the two companies purchase large amount of sales is good, deeply favored supplier; coupled with Gome, Suning strong market monopoly, so that they can negotiate and obtain supplier dominance. This has resulted in suppliers and Gome, Suning market position of the imbalances that strengthened the capacity of the two companies deferred payment.

Fourth, the use of sales and debt and other cash flow by the large number of investment expansion. Chinese home appliance retail stores in recent years, the rate of expansion is startling. 1999 years ago, on the other provinces and countries have not yet entered the United States when the number of national chain retailers, very few, and regional strong. However, from 2003-2005, the rapid expansion of the national consumer electronics retailer, the average annual growth rate of 30%.

After the expansion of direct impact is that the retailer's market position and further enhance their bargaining power is also increased and so retailers will continue to depress the profits of upstream supplier to reduce purchase costs, its profits have also been further strengthened. This model was then constitute a loop

Figure 1, the composition and evolution of home appliance industry profit plan

Talking about appliances retail profits, I can not help but talk about the source of their profit structure, the development process under the appliance industry, its source of profits can be divided into three phases:

First stage of making net price?? This is the most traditional enterprise fortune primitive accumulation of capital can be said is that almost all the company profitable, "only route." As companies grow in scale and market position, retailers naturally into the second stage, manufacturers or suppliers from the Department to make a profit. Many different types of retailers charged with "exorbitant taxes and levies" for the word to describe further, however, that Dianqing fees, admission fees, advertising, sales promotion expenses and management fees cost in the order appliance supplier complained endlessly. Admission only country the U.S. company, for example, the cost of the lowest 15%, while up to 30% higher. But alone, "eat supplier," after all, not a long-term solution, scraping layers of the country by claiming the United States cut Gree, Haier profits upstream manufacturers will their relationship Gaode extremely embarrassed. Third stage, emphasized that "the outcome with oneself", in terms of advantage with the outside world, while also pursuing their own home appliance retailer supply chain re-optimization, ie to develop and buy personalized, and even launch their own brands and marketing strategies to to become bigger and stronger. As the Chinese home appliance retailers in general still at an early and rapid development period, this stage in addition to Su Ning

Air conditioning Be involved side and get good results but also other companies not to try.

Solution

Lang Huang Guangyu, "Gome" operation

by: gaga

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