Gome Jingdong makes another big move and jointly purchases 30 billion yuan to reshape the industry pattern

After obtaining Jingdong strategic investment, Gome’s measures have always attracted the attention of the industry. The two giants in the retail industry suddenly come together, which will have a huge impact on both the industry and the industry. < / P > < p > sure enough, just on August 10, the two sides jointly announced that they would launch a joint procurement of up to 30 billion yuan, which can be called the largest in the industry. Many upstream and downstream enterprises are very excited. In the current economic environment, it is undoubtedly a timely rain to moisten the industry. < / P > < p > the joint purchasing conference of Gome and Jingdong almost gathered all the first-line brands in the fields of home appliances and 3C, and also invited Mr. Xu Dongsheng, vice president of China Household Appliances Association, as a witness. Wang Junzhou, President of Gome retail and Yan Xiaobing, senior vice president of Jingdong group / President of 3C household appliance retail business group of Jingdong retail group, including Hisense, Samsung, Haier, Huawei, glory, Changhong Meiling, Midea, Skyworth, TCL, Gree, Jiuyang, sharp, Huawei and other famous manufacturing brand executives were also invited to attend the signing ceremony. < / P > < p > this joint purchase involves not only traditional household appliances such as TV, refrigerator, washing machine, air conditioning, kitchen and bathroom appliances, but also emerging Internet red trend commodities such as small household appliances and 3C. Therefore, both old brands and new fashion brands will strive for the purchase quota of brands. Of course, this will also give Gome and Jingdong a huge bargaining advantage. Undoubtedly, they can get the lowest price in the industry, thus bringing a price advantage in the follow-up market competition. Affected by the epidemic situation, the home appliance industry has been greatly impacted this year, which has turned the peak sales season into the off-season season, bringing considerable pressure to the operation of major enterprises. In fact, if we want to really promote the recovery of the industry, we need a strong system support and optimization, in order to better reduce prices, improve services, attract consumers to buy while maintaining considerable profits. Under the multiple opportunities, this joint procurement came into being. < / P > < p > in this joint purchase, both parties have taken into account the development of the industry and the consumption trend, and have chosen the top-notch products supported by the latest technology. For example, in terms of television, new products led by new technologies such as OLED, laser TV, 8K, quantum dots, etc., have purchased 2.1 million TV sets in total after focusing on consumers’ demand for TV upgrading. The number of multi door large capacity refrigerators and large capacity drum washing machines that improve the quality of life has reached 2 million units, 3.6 million sets of new energy efficiency air conditioners, and more than 1 million sets of dishwasher. < / P > < p > small household appliances, known as the “booster” of a better life, include many first-line brands such as Midea, Jiuyang and Dyson, with a joint purchase volume of up to 10 million units. The most popular mobile phone categories, including apple and Huawei, have purchased more than 1 million sets, including notebook computers, commercial desktop computers, smart wear, smart home, photography, video entertainment and office The joint procurement of public learning products and other categories also reached one million units. < / P > < p > from this purchase plan, we can see that this is a very clear upgrade route for home appliances. We can use fashionable high-quality products and preferential prices to promote consumers to change machines and upgrade, so as to achieve a win-win situation of sales growth and experience upgrading. This also means that Gome and JD have become the largest consortium in the household appliance industry through cooperation and joint procurement, and have achieved absolute leadership in market share. < / P > < p > Gome Jingdong’s joint procurement action is obviously not a temporary move. There is a strong system behind it. From another perspective, the business integration of the two sides has reached a very mature stage. < / P > < p > at the beginning of July, Jingdong’s self operated department store products were successively put on Gome app, which brought tens of thousands of brand-new department store SKUs for Gome, and provided Gome’s consumers with more high-quality consumption choices. This kind of “standard + non-standard” SKU interworking is actually the performance of a hard core operation ability. Wang Junzhou, President of Gome retail, said: “in the last two months, the system connection between the two companies has been basically completed, and the full range of Gome’s offline appliances are sold in the official flagship store of Gome. Jingdong’s high-quality non home appliance products are also sold through the system in Gome’s community stores and live broadcast, realizing the mutual communication between the two sides on SKU. ” < / P > < p > this kind of intercommunication enables the business systems of both sides to have a deep integration. For example, in Gome’s large-scale live delivery activities that buy all over the country, many products are supported by the delivery of Jingdong Logistics System, and consumers basically receive the products the next day, realizing a very good consumption experience. < p > < p > joint procurement is the pursuit of a higher level. Wang Junzhou believes that the initial understanding of supply chain is scale, and the ultimate understanding is efficiency. Efficiency includes price, sales volume, turnover rate and many other parameters. Under the current highly transparent market-oriented situation, the market price tends to be average under the condition of homogeneity and standardization. If you want to achieve the efficiency higher than others and lower than the industry price, the final competition is the purchase scale. < / P > < p > of course, such a large purchase volume naturally needs to be supported by sufficient sales volume, so that it can continue to operate. The essence of Gome and JD is to optimize the supply chain. On the one hand, it can improve the ability to meet the needs of consumers, greatly enrich the categories of consumer purchases, and build the cost limit advantage; on the other hand, it constantly upgrades the technical system to support the innovation of the sales side with the technology upgrading, so as to ensure the efficient operation of the whole chain. < / P > < p > of course, this kind of cooperation also requires the absolute support of suppliers. In the signing activities, each manufacturer guarantees to give the maximum discount and sufficient supply, so as to avoid the routine of insufficient supply of preferential products and often unavailable to consumers. < / P > < p > under the pressure and impact of the epidemic, great changes have taken place in the whole retail industry, while Gome has played a lot of new tricks. For example, in the live broadcast with goods, Gome and CCTV held a grand super live broadcast of “buy all over China”, integrating famous products across the country and selling them with regional characteristics. One live broadcast penetrates a province, and 31 live broadcasts cover the whole country. Not only CCTV endorsement, the support of the big anchor, but also the brand boss himself to ensure the quality and effect of live broadcast. < / P > < p > at the same time, Gome also uses the power of the community to build its own private domain traffic, playing a new way of playing “live + community”. The most ingenious move is that Gome transformed its 2600 stores into front-end warehouses, covering the surrounding living area of 3-5 kilometers, realizing the rapid delivery of all kinds of products. As a result, the sales of the “store” channel, which was born, also soared rapidly, accounting for more than half of the total sales. < / P > < p > these measures are enough to prove that Gome has made great achievements in the upgrading and transformation of the supply chain. After combining with Jingdong, department stores’ fast-moving consumer products have been introduced into Gome channel, and Gome has also put medium and high-end products, customized products and exclusive sales products into the Jingdong platform, enabling sales to achieve a higher growth. At the same time, the two sides open up services, share logistics, Gome Home Appliances delivery and loading synchronization, flash shop delivery and other logistics and distribution services fully integrated with Jingdong rapid logistics, seamless docking, bring consumers more abundant goods and experience, and achieve a real win-win situation. < / P > < p > in terms of technical system, Gome is also upgrading and iterating with the development of the whole business, so as to easily support the development process of the whole business. All kinds of super coupons in the live broadcast, the concurrence of hundreds of millions of sales, and the coordination of front-end store operation, etc., are all the technical difficulties of Gome. “Jike” and “killer whale” and other technical platforms have withstood the test of large traffic and large transactions, and also withstood the complex demand support brought about by offline community operation. < / P > < p > with the cooperation of both sides, not only has there been great innovation and upgrading in business, sales and service, but also has promoted a new height in the impact on the whole supply chain, and has gradually realized reverse customization according to data, which is also a key feature of future retail. < / P > < p > therefore, the cooperation between the two sides is not only the innovation of categories and the upgrading of technology, but also the innovation of many playing methods and the brand-new exploration of future retail. In the tide of retail upgrading and new infrastructure construction in the new era, Gome and Jingdong have already completed the first step of riding the wind and waves, and are getting ready to move forward and enter the second step of implementing industry reform. < / P > < p > industry concentration is the general trend. The cooperation between Gome and Jingdong is just right and appropriate, which has great value and significance in both timing and essence. After the purchase of 10 billion yuan, what major actions will the two sides have become the topic that the retail industry has to pay attention to. Continue ReadingStraight screen S20! Samsung Galaxy S20 Fe exposure: 1Hz high brush + snapdragon 865