Home appliance giants fight e-commerce

In 2010, Taobao Mall, JD Mall and Excellence (Amazon China) accounted for 42.5% of the B2C market. Suning Appliance, a traditional retailer of the home appliance industry with outstanding performance in the online market, has a market share of less than 1%, and hundreds of other retailers are competing for the rest of the market. Gome has determined this year as the year of e-commerce.

According to data from market research agency Analysys International, in 2010, Taobao Mall, JD Mall and Excellence (Amazon China) accounted for 42.5% of the B2C market. Suning Appliance, a traditional retailer of the home appliance industry with outstanding performance in the online market, has a market share of less than 1%, and hundreds of other retailers are competing for the rest of the market. A few days ago, the e-commerce website of Gome Group, China's largest home appliance chain, was launched. This is an excellent opportunity for Gome to enter the market. Gome Group has determined this year as the year of e-commerce.

E-commerce dark warring States beauty force

Recently, Gome took the lead in innovating the "B2C + physical store" integrated e-commerce operation model, focusing on digital consumer demand to promote product procurement, logistics and other operating system innovations and seamless integration with upstream supplier systems. In March this year, Gome announced in its 2010 financial report that it will build an online sales platform through mergers and acquisitions and self-building, and give full play to the integration advantages of "online + offline" to effectively combine and complement online stores and physical stores. . With the disclosure of Gome's e-commerce development plan, it means that the future of the home appliance chain giants of Gome and Suning will develop from offline to online. Unlike Suning Tesco's "full-category" marketing strategy, the "Gome" website is relatively simple in terms of merchandise and does not involve books, department stores, etc., but mainly focuses on existing categories such as home appliances and 3C in the store.

Unique strategy to win

Relevant e-commerce experts pointed out that TV or outdoor advertising is not the best way to promote online retail. Online advertising requires a completely different and faster-paced communication strategy. "Having been able to use an advertisement for half a year and a year is gone." Devily of McKinsey said. "Normally, online consumers are relatively young. They need to participate, interact and respond faster. In addition, they are more active: they choose what they want to see instead of passively receiving large-scale marketing messages. In addition, they also Blogs and forums will be used to discuss and mutually verify the information claimed in marketing. Gome also uses Weibo marketing to bind to mall activities to spread product brands, thereby greatly enhancing consumer interaction and participation.

Gold service for Gome

In this regard, Wang Junzhou said that large-scale household appliances e-commerce sites have extremely high logistics requirements, but Gome has such advantages. It is understood that Gome Mall has established 31 own warehouses and has a regional rapid delivery capacity of 7,000 orders. In the future, it will establish an operating system in 16 regional centers. Gome hopes to cooperate with physical stores through the launch of e-commerce platform to maximize the use of logistics. Services will also be a major feature of Gome's e-commerce. Gome's e-commerce customer service agent will take the initiative to serve, and calculate the accurate delivery time from the time the consumer places the order. If the delivery is delayed due to force majeure such as weather, the Gome e-commerce agent will communicate with the customer via email, SMS, phone, etc. according to the delay, and inform the delayed delivery time. After the consumer agrees, Gome will deliver the goods as scheduled. If the consumer is not satisfied, the agent will actively cancel the order for the consumer.

Looking forward to the future

At present, the Gome management team hopes that the Gome Mall website will be profitable within two to three years-only profit can mark the sustainable development of the enterprise, and is a responsible behavior to consumers and investors. It is expected that in the next 3-5 years, e-commerce revenue will account for 10% of Gome ’s overall revenue. At present, the competition of domestic online shopping companies mostly stays in the "price war". In the face of the "it is better to lose money than to cry", Gome said that the annual purchase scale of more than 100 billion yuan can enable Gome to achieve low-cost procurement and retail High gross profit. On the other hand, the general manager of Gome E-commerce Han Depeng revealed that the new system launched by Gome can support a sales scale of 20 billion, while the mall and Gome have opened up logistics resources for supply and purchase. The huge procurement scale, the platform system supporting the huge sales scale, the seamless connection of the procurement logistics operation system and the upstream supplier system, and the perfect service system have added confidence and confidence to Gome Group in this dark e-commerce battle. Chips.

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