The story behind Gome's boss

Huang Guangyu was born in1May 1969. When I was a child, Huang's family was very poor. In the most difficult time, Huang Guangyu once picked up junk and garbage. Because of family difficulties,/kloc-dropped out of junior high school at the age of 0/6, and went north to Inner Mongolia to do business with his 20-year-old brother from his hometown in Shantou, Guangdong.

1986, 17-year-old Huang Guangyu (also known as Huang Junlie at that time) followed his brother Huang Junqin, took 4,000 yuan saved in Inner Mongolia, and took out another loan of 30,000 yuan, and set up a 100 square meter facade called "Gome" at No.420 East Street, zhushikou, Qianmen, Beijing. There, the Huang brothers sold clothes first and then imported electrical appliances.

"At that time, I also thought about doing food business, but at that time, people's consumption level had not reached that level; In the clothing business, I don't know much about fabrics and seasonality. Moreover, household appliances are relatively stereotyped, so I think it is more appropriate for me to do it. At that time, home appliances were still sold, depending on whether you can purchase them. " Huang Guangyu said when recalling the original entrepreneurial situation.

1 987 65438+1October1,the signboard of "Gome Electrical Appliances Store" was officially put up. Although there is no shortage of goods to sell, the Huang brothers decided to take the business strategy of "insisting on retail and making small profits but quick turnover". At that time, under the background of the seller's market, many businesses were adopting the business model of "raising prices and making a big profit".

Huang Guangyu recalled that there was actually a "forced" component at that time. Because most of the commercial organizations at that time were state-owned units, with first-class and second-class wholesale stations, their own channels and networks, and their strength was stronger than him. "As an individual enterprise, to find ways to attract customers, you must have your own things." At that time, the method he came up with was the simplest and most effective-small profits but quick turnover.

The low price strategy has brought many repeat customers to Gome stores. Not only is it small profits but quick turnover, he has also made great efforts in the supply of goods. "At that time, washing machines, color TVs, etc. They are all supplied by ticket. We must find a way to get these goods from informal channels. Sometimes, others have a lot of products, but no one comes to buy them, so I try to take them from him. " In order to find "good goods" at low prices, did Gome sell some smuggled goods in Panyu, Guangdong, like many home appliance retailers at that time? Huang himself has never answered directly, but there are many rumors about this.

But anyway, you have to admit that Huang is a business genius. Huang Guangyu and his Gome have left a lot of traces in this market, and many retail expansion models he pioneered have also become common models in the industry.

199 1 year, Huang Guangyu was the first to use the Beijing Evening News to post the slogan "Buy electrical appliances, go to Gome" and announce the price of electrical appliances every week. At that time, the state-owned stores' understanding of advertising was still at the level of "only goods that cannot be sold need advertising". Even if someone later wanted to learn Gome's advertising strategy, Huang Guangyu had already bought a newspaper space at a low price every time in 800 yuan.

A small amount of advertising investment attracted a large number of customers for Gome, and the business of electrical stores was "extremely hot" and "all stocks were sold out". In pursuit of victory, Huang Guangyu opened several stores in succession, including Guo Hao, Yahua and Henderson. There were seven or eight small shops before 1993.

In order to avoid the situation that "consumers don't know where to buy products after reading advertisements", Huang Guangyu persuaded foreign manufacturers who advertise products in US dollars to cooperate with Gome in advertising, which not only reduced the advertising expenses of manufacturers, but also made consumers "visible and useful". Furthermore, Huang Guangyu asked manufacturers to show some samples to Gome and set up corresponding product counters so that customers could see and feel them and buy them on the spot.

From 65438 to 0992, Huang Guangyu first operated a chain store in Beijing, and named several stores he owned as "Gome", thus forming the embryonic form of the chain business model.

By 1993, Gome's chain stores had grown to five or six. After the wealth of the Huang brothers increased, because of different business ideas, the two brothers separated, and Huang Guangyu got the "Gome" brand and several hundred thousand yuan in cash. If Huang Guangyu is the "price butcher" in the retail market described by many manufacturers, then at this point, Huang Guangyu has initially created the "butcher knife" of "Gome".

After the separation of 24-year-old Huang Guangyu and his brother, he began to build his own home appliance retail kingdom wholeheartedly and began to write the wealth myth of him and Gome at an amazing speed: 1993, Huang Guangyu's small facade became a large electrical mall; 1995, Gome Mall changed from one to10; 1999 Gome moves from Beijing to the whole country ...

"People are almost the same, only one step away, sometimes half a step away." Huang Guangyu said. It is with this leading "half step" that Huang Guangyu has doubled his confidence and made efforts to expand. At present, Gome has opened 330 stores in 88 cities across the country, and it is expected to reach 400 this year.

"I don't exist for Hurun."

A few days ago, when Huang Guangyu was interviewed by reporters at the top of Hurun Report, he said calmly: "This only represents an evaluation of our company by the society." "I have never calculated my value-I think it is meaningless to calculate this. In fact, there are many rich people in China, and I have no idea about the title of' the richest man in China'. " He said that he would redouble his efforts to make Gome bigger and stronger in the future.

Huang Guangyu admits that he doesn't like this ranking to expose his wealth, but he also said that he is not afraid of being on the list. "Because this list can't explain any problems, the benefits of enterprises are the most important. I don't exist for Hurun. " Realizing that "businessmen have no land" in Li Ka-shing, Huang Guangyu started his business in 18, paving a retail network all over China. In June 2004, Huang Guangyu's trading in the Hong Kong stock market surprised everyone. He asked listed companies with a market value of only 200 million yuan to pay 8.8 billion yuan to buy 65% shares of Gome, which he wholly owned, by issuing convertible notes. Before this acquisition, Hurun fixed Huang Guangyu's total wealth at 4.6 billion yuan, but this transaction made Huang Guangyu the richest man in China.

"We have been preparing to open Gome stores overseas." Huang Guangyu resumed his previous faint tone. It is reported that Huang Guangyu is considering Gome's high-level shareholding plan, but he will never give up his absolute controlling position. According to Gome's vision, by 2008, the sales revenue will exceed 654.38+000 billion yuan. From this point of view, Huang Guangyu's worth still has a lot of room for appreciation.

He worked hard in Beijing for 15 years and earned1500 million. In 2003, he successfully ranked 27th on Forbes Chinese mainland Rich List. This is Huang Guangyu, the head of Gome, who started from home appliance marketing and is also very good at capital operation.

At the beginning of his business, Huang Guangyu was keenly aware of the huge potential of Beijing's household appliances market, determined to do long-term business, determined the business strategy of small profits but quick turnover, broke the monopoly of department stores on household appliances in the past, and made Gome quickly gain a foothold in Beijing. 1999 Gome took a key step to establish a national chain network. However, at this time, Huang Guangyu put Gome

The post of general manager was entrusted to my brother-in-law, Zhang Zhiming, who founded Pengrun Investment Co., Ltd. with total assets of about 5 billion yuan, and retired behind the scenes for capital operation.

"Interaction, mutual assistance and complementarity" has always been Huang Guangyu's investment philosophy. Gome used the cash flow generated by commercial operations to supplement the real estate and achieved good synergy. In Beijing, where housing prices remain high, Huang Guangyu also wants to "use the model of making home appliances to do real estate". Pengrun Jiayuan played the price card more than once.

On1October 26th, 2002, 10, Huang Guangyu returned to Gome. Subsequently, Huang Guangyu made the biggest adjustment to Gome's high-level personnel and organizational structure in recent years. The frequent changes in Gome within a year even caused deep doubts in the industry.

Huang Guangyu is notoriously quiet. In 2003, as the president of Pengrun Investment, the general manager of Gome Electrical Appliances Co., Ltd. and the chairman of China Pengrun Group, Huang Guangyu made only two public appearances. Huang Guangyu's low-key also brought Gome a negative evaluation of "no tone". Some analysts pointed out that Gome, which has a high public attention rate, can't see any socially meaningful operating experience or theoretical products produced by actual operations. The lack of theoretical elements in packaging leads to the lack of brand height and theoretical depth of Gome. Whether it can continue to operate effectively under family centralization is the biggest test for Huang Guangyu.