Not long ago, Nielsen, a global monitoring and data analysis company, released the analysis report "Review and Prospects of China'sRetail Market in 2022", pointing out that channel upgrade, experience upgrade and brand upgrade are the general trend, and the digitization of supply chain and operation strategies will helpChinesebrands achieve differentiation. Breakthrough, and build a new competition pattern from brand to quality upgrade.Gome, an old Chinese retail company, has formed a three-dimensional matrix for incubating future business opportunities by building a full retail ecological sharingplatform,where the Z-generation people with great consumption potential and large and small B-end merchants are intertwined, forming a platform for users, merchants andpeace-of-mind. A new pattern of symbiosis betweenTaiwan and Taiwan .
In terms of channel upgrading, Gome's biggest advantage lies in its nearly 4,200 stores across the country, including more than 230 experience stores, more than 1,200 community stores and more than 2,700 franchise stores.According to Gome's long-term deployment, offline stores, as outposts of direct-connected consumers, should be covered by a grid matrix; the experience stores are mainly large stores in business districts and regional medium-sized stores, and the display area is usually large. , which can bring users the dual value of consumption and entertainment.The community store penetrates into the last kilometer of consumption in each city, forming a strong grid radiation with the community as the subunit.
In terms of experience upgrading, in fact, since 2017, Gome has changed the perception of local consumers that offline stores are simply "selling goods" by creating multi-format experience stores, and has become acommon people(38.60 -3.16%,diagnosis and treatment).Stock) An excellent place for leisure andentertainment+ experience offline activities.Since last year, Gome has integratedonline and offline(30.56 -0.97%,diagnostic stocks) dualplatforms, strengthened its integrated operation capabilities, and successively introduced new services such as one-store-one-page, video shopping guide, flash store delivery, etc. The offline scene has been upgraded from a simple electrical appliance store to a comprehensiveplatformthat carries the functions of display, experience and local life .
In terms of brand upgrade, Gome's biggest "change" is the launch of a newentertainmentretail species - the real happy APP. Through a newentertainment, social marketing and KOL/KOC content ecological construction, it has created a "happy" and "purchasing" cooperation. A differentiated experience, thereby attracting the post-95 generation Z group who are pursuing new things.At Gome's 2021 results and global investor conference call, Fang Wei, senior vice president of Gome Retail , said: "The Real Happy APP providesthree modes of scene,showandcasino, and builds a socialplatformforentertainmentcontent. , creating a uniqueplatformhighlight. In 2021, the number of visits to the real happy APP will reach 440 million, a year-on-year increase of 196%." Obviously, theentertainmentstrategy hasmade the Gome brand "younger", forming a relationship with the post-95 generation Z generation.Emotional resonance, and then leveraging the huge demand of young consumers.
In the digitization of supply chain and operation strategy, Gome has also realized thetransformation and upgradingof the digital supply chain of on-demand customization, on-demand procurement and on-demand production through the C2M reverse customization model , greatly reducing research and development costs, and targeting each Developed marketing strategies based on the advantages and characteristics of new products, increasing the exposure of new products.In this year's "Real Value Dare to Compare" promotion, whether it is the Northeast rice, cotton quilt covers or GOME's own brand of smart appliances customized by GOME Zhenxuan, GOME has achieved "quality and price" double excellence, achieving the same price. Higher quality, lower price for the same quality, so that consumers spend every penny "value".
With the boost of Gome's full retail ecological sharingplatformand the continuous advancement of the "Home·Life"strategy, Gome has created anew paradigm forquality life .From the perspective of business operation, the whole retail ecosystem focuses on household consumption scenarios. Through digital technology innovation and platformempowerment system,Gome is injecting more resources and service capabilities into the “Home·Life”strategyto achieve full-scenario and full-retail. Broken new life.
