States United States
,
Suning
Both familiar and very familiar with the two
Home appliance chain
Giant, a
Capital
To navigate the market and overbearing? An industry in terms of business capital or capital on both ways.
Their presence changed the
Appliance Retail
Market structure, the development process of both the people they envy, it makes one wonder.
Origin where they rise? How will their future direction?
Similar development trajectories and points of difference
1987 1 1st, Cantonese
Huang Guangyu
In Beijing, Zhuhai, a city population of about 100 square meters of small stores, set up Gome, simple
Operate
Import joint venture
Brand
TVs
.
1990, the establishment Zhang Jindong, Suning Appliance, was only one franchise in Nanjing
Air conditioning
Small companies.
No one thought that the two petty business, after 10 years in time, changed the pattern of China's home appliance retail market, setting off another round of China's retail market a stormy sea. Chinese home appliance retail market in the early stages of development, in addition to traditional department stores, the single-class appliance business is almost the only . The initial prototype appliance chain, from the strict sense, can not even call home appliance chain, but it is the prototype, together with Zhang Jindong, Huang Guangyu, who's hard work and the historical opportunity of the attention, the market bred the Suning Appliance , Gome, Yongle,
Five Star
, Triple and large and medium are.
Home appliance retail chain of the great turn of the century began, Gome and Suning in the true sense of the rapid development is also in that particular time. July 1999, the United States for the first time the country out of Beijing, to open two stores in Tianjin, met with strong resistance from the local top ten businesses, this achievement of the country but the United States, to greatly improve the visibility of the country the United States? In December 1999, the United States to enter the country Shanghai, achieved in Beijing, Tianjin, Shanghai three line of home appliance chain structure, thus beginning a rapid expansion path.
2000, the Suning to establish an integrated electrical upgrade, chain expansion speed for the second strategy
Business
Plan? 2003 Nanjing West Road, opened in 18,000 square meters of
Flagship store
Means that Suning Appliance from air conditioning to integrated business franchise, to develop information appliances is once again off.
The next few years, the internal face of increasingly fierce
Competition
And the retail market fully open to external threats, Gome, Suning and other home appliances chain began to seek capital support to expand the size and strength, in the home appliances with an objective to further improve
Locks
State and the strength of the domestic home appliance retail market, eventually forming the current pattern of home appliance chain.
2004 6 months, Gome achieved through the backdoor listing in Hong Kong Eagle. In July 2004 as the first domestic IPO forms to the successful landing of Shenzhen GEM consumer-electronics retailer, Suning to raise funds nearly 4 billion shares in one fell swoop became the first SME board.
As home appliances
Retail
Two typical examples, the growth of Gome and Suning basically reflects the appliance retail chain in China's development path:
Both founded in the late 80s early 90s, home appliances
Sell
Channel from the multi-level wholesale, plans to market model supply model phase transition. Were developed in the traditional commercial center of the more developed cities in the late 90 century, rapid expansion into the national stage?
Property ownership and economic components from view, both of which belong to the past decade the most active economic sector
Private Economy
Areas?
View from both the development of the region, but also basically achieving the same network now focused on secondary cities, although this is by the country's economic and regional differences in consumer decision?
From the recent expansion mode to see, both of which adopted a "started taking" rapid roll out and strategy?
In the product structure, and both have to follow the market trend of rising gross margin products (such as small household appliances), high turnover of goods (such as digital products) the sales ratio?
From the profit structure, combined sales of goods carried out by other business as the profit is shared between the two major source of profit?
Even time to market, the two companies have unanimously chosen in 2004!
In roughly similar business model, from the development process and some
Finance
Pointer to see the two companies has shown very clear differences.
Suning to air monopoly
started, since 1994 for the 10th consecutive year in the domestic air conditioner sales in the first place, so up to now, air conditioning products are still in the possession of Suning's product structure for a large proportion. Interim Report 2004 shows that brought the main air conditioning sales revenue and gross profit accounted for 30.25 percent of total company and 33.74 percent. Air conditioning is a traditional home appliance products, the highest margin category, therefore, Suning, in air conditioning sales, brand, supply chain, the accumulation of resources is a differentiation competitive advantage. I am an expert from Cheap On Sales, usually analyzes all kind of industries situation, such as martini glass pendant , ear piercing gun.
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