Gome recruitment information

I. Analysis of the reasons why Gome occupies a dominant position in the market At present, Gome is undoubtedly the biggest winner in the household appliance circulation market in China. It occupies about 5% of the market share in China's household appliances circulation industry, and is superior to its main competitors in terms of turnover, market influence, number of stores and management ability. At the same time, it has a relatively strong market voice in the primary market. (1) The market environment provided by the times Gome started in the late 1980s, became famous in the 1990s, and entered a period of rapid expansion in the early 20th century. Gome started with the sales of color TV sets. From the perspective of family life, we should admit that color TV is the key symbol of China's transition from the era of adequate food and clothing to a well-off society. Since then, China people have moved from material life to a more important era of spiritual life. At the same time, color TV is also an important breakthrough for the rise of China's home appliance industry. Therefore, in the late 20th century, Chinese consumers formed a deep "color TV complex", and the color TV market was basically in the seller's era. Operating color TV sets has undoubtedly chosen Gome as the best entry point to enter China's household appliances circulation market. Through the sales of color TV sets, Gome has established its popularity in the household appliance circulation market in China. Today, the sales of AV products, mainly color TV sets and disc players, are still a trump card of Gome, occupying a relatively high share of Gome's turnover and playing the role of a secret weapon to defeat competitors. On the whole, the market environment facing Gome is also quite good. See the following table 1 and table 2. Table 1. Gome Macro-Market Environment Analysis Table Population Environment The total population of China exceeds1300 million. With the rise of a large number of "middle classes", the overall economic environment of China has developed steadily. Gross GDP and per capita GDP grew rapidly. The natural environment is basically unaffected by the natural environment (except air conditioners and some small household appliances). China's political and legal environment is stable, and it is gradually moving towards a harmonious social and scientific environment. With the rapid development of electronic technology, it tends to be a sophisticated, soft and service-oriented social and cultural environment. The education and cultural level of consumers in China is steadily improving. The concept of credit consumption is forming in Table 2. Gome Micro-market Environment Analysis Table 2. Gome has a clear and efficient marketing and management model within the enterprise. There are many suppliers in China, and the competition is fierce. The formation path of Gome depends on customers' trust in Gome's brand awareness and reputation. At present, there is no competitor who can completely compete with Gome. (2) The market insight of Gome's entrepreneurial team. At the end of the 20th century, China's household appliances circulation market provided unique opportunities for countless businessmen. Through the elimination of the market, countless romantic figures were "blown away by the rain." The key factor for Gome to survive and live a relatively moist life lies in the market insight of Gome's entrepreneurial team. Gome's entrepreneurial team mainly includes: the Huang family represented by Huang Guangyu, the number one figure in Gome, and Gome's entrepreneurial veterans Zhang Zhiming, He Ju, Hua Tian and Li Juntao. Among them, Huang Guangyu has the greatest influence, and others are deeply influenced by his business philosophy. Therefore, let's discuss Huang Guangyu here. The market dynamic test power of Gome's entrepreneurial team is mainly reflected in the following aspects: 1. choose The market offers thousands of opportunities. Huang Guangyu decided to engage in the circulation of household appliances according to his own ability, personality characteristics, specialties and other factors. Facts have proved that this is a key decision. 2. Develop a strategy. Gome's entrepreneurial team seized the once-in-a-lifetime market opportunity and fully demonstrated their intelligence in China's home appliance circulation market. Many of their practices are groundbreaking: A. Advertising. Huang Guangyu keenly found the corner of the newspaper and started his own advertising, which greatly reduced the early publicity cost of Gome. B Gome has a strong brand awareness from the beginning, and once advertised its own brand in some prosperous areas of Beijing, which surprised many professionals. C. expansion of business scope. Gome was not satisfied with its success in color TV, and quickly transplanted its successful experience to refrigerators, washing machines, air conditioners, mobile phones and other fields. 3. insist. In the course of Gome's operation, the situation faced by the entrepreneurial team is not smooth sailing. Facing the unfavorable situation, Huang Guangyu still firmly believed in his choice and encouraged the entrepreneurial team to continue their efforts, forming a "Gome complex". Although Huang Guangyu once turned his attention to the real estate field, whenever he was dissatisfied with Gome's operating conditions, he could not help but "shoot" again. (c) Gome's market operation ability 1. Price. With the maturity of consumers' consumption concept, after determining the brand and model of home appliances to be purchased, consumers will "shop around" to decide which merchant's products to buy. At this time, the price is undoubtedly the most important measure. Gome absolutely spared no effort to control prices, vigorously publicized its lowest price, and slogan "Buy electrical appliances, go to Gome, and spend money without regret". Gome can fight as a "price butcher" in the household appliance circulation industry in China mainly for the following reasons: A. Purchasing in large quantities. When Gome signed a contract with a supplier, it was very atmospheric, and billions of sales orders were common. Suppliers will definitely provide products with very favorable prices. B. Based on its strong sales ability, it has established a price system with Gome as the core. Gome often requires suppliers to adjust prices according to market conditions, thus bringing suppliers into their own price system. If suppliers can't keep up with this pace, or are unwilling to adjust their own prices, they will be ruthlessly "blocked" by Gome. Changhong, Sony, Gree and other brands have been "withdrawn" by Gome in the whole country or region. C. unique profit model. (Of course, it is difficult for outsiders to determine the real profit point of Gome. But there are three points worth noting: the year-end rebate of suppliers, various management fees paid by suppliers, and Gome's non-operating income. On this basis, Gome dares to partially ignore the book gross profit that competitors value more. 2. Marketing promotion. After the business situation gradually stabilized, Gome attached great importance to the adoption of marketing promotion means. Newspaper advertisements. The main propaganda media of Gome is newspapers. Its advantages are: wide coverage, low production cost and direct facing to consumers. Moreover, newspaper advertisements of Gome and its competitors often appear at the same time, which can better reflect the advantages of Gome. B. network. In the industry, Gome took the lead in opening its own website and "online mall" column, which further opened up sales channels to some extent. C. movies. Gome once participated in the integrated marketing of the movie "Mobile Phone", which greatly enhanced its popularity and brand affinity. 3. suppliers. To paraphrase an industry mantra, "suppliers love and hate Gome". "Love" is because Gome can turn their products into cash, "hate" is because Gome's "squeezing" of "suppliers" makes them feel very uncomfortable. However, suppliers are still willing to cooperate with Gome, mainly for the following two reasons: A. Gome has strong channel sales ability. The annual sales of more than 200 stores in Gome are very impressive, and any supplier will be excited; B. entering Gome's sales network is a symbol of supplier's ability. As we all know, Gome's choice of suppliers is very harsh, and it has strict requirements in many aspects and needs regular evaluation. If a brand can enter Gome's sales network, it means that it has won a "golden ticket" to enter China's home appliance market, which is quite convincing when negotiating with other channel providers. Gome also has efficient control over suppliers. Gome dares to challenge suppliers in the region or even the whole country. On the other hand, Gome relies on suppliers, but not on specific suppliers. In the sales pattern of some products of Gome, if one or several brands don't sell well, then Gome can rely on other brands. As a result, Gome's business risks are greatly reduced. 4. means of competition. Shopping malls are like battlefields, and Gome has to face competitors at different levels. In order to gain and maintain the dominant position in the fierce competition of household appliances circulation in China, Gome's competitive means have many things to learn from: A. Make full use of the scale advantage. Through its own scale advantage, Gome has obtained many competitive chips that competitors can't match: price. Price is the most commonly used and effective means of competition in Gome. In China's household appliances circulation market, price is undoubtedly an invincible weapon, which can be described as "killing the dragon with a treasure knife, who will compete with the front". At this point, the collapse of countless home appliance distributors proves that Gome's title of "price butcher" is by no means a hollow reputation. B. three-dimensional means of competition. Gome has always adopted the practice of "no one has me, no one has me, no one has me, no one has me". Gome is ahead of its competitors everywhere and strives to form a three-dimensional comprehensive competitive advantage in all aspects. C. "Businessmen have no land, and the two coexist." This is the business philosophy that Huang Guangyu inherited from Li Ka-shing, a Chaoshan fellow villager and a famous Chinese businessman. With the development of the times and the change of the market, Gome's attitude and tactics towards its competitors have also changed. Gome's acquisition of Yongle Electric Appliances perfectly explains Gome's business philosophy. It is not difficult to infer that this acquisition has a far-reaching impact on consolidating Gome's dominant market position. 5. service. In the business competition of 2 1 century, the service level of merchants will be a very important measure. Gome has made great efforts to improve its service level, and many service measures are very humanized: three meters and three tones, free delivery within a certain distance, dissatisfied returns and so on. 6. Utilization of social resources. For example, Gome did not establish its own distribution team, but cooperated with social logistics companies to outsource the delivery of goods, saving a lot of labor costs and management costs. (D) Gome's value chain to support its market capacity. Of course, Gome's market ability cannot exist and be maintained in isolation, and its internal value chain is equally crucial to support its market ability. The above picture is a schematic diagram of the main institutions of Gome's branches, from which we can see the internal relations of Gome's internal activities. The supporting role of other departments in Gome's value chain to its market ability is mainly reflected in the following aspects: a. General manager of the branch. Carry out the tasks of the headquarters, guide the operation of the regional market and open up new market space; B. The marketing department completes commodity procurement and guides store sales; The finance department controls the flow of funds; D. the propaganda department. Decide on advertising media, advertising content and form, and support front-line sales; E. human resources department. Recruit employees and manage sales promotion personnel; F. store management department. Manage the store environment, sales and operation process; Customer service department. Solve the after-sales service problem; The warehouse completes the storage and distribution of products. Second, the analysis of the future development trend of Gome's market position At present, Gome's market dominance is obvious. However, the main competitors of Suning, Wuxing and Dazhong are by no means idle, and they are eyeing the status of Gome. There is no doubt that the cake in China's household appliances circulation market will get bigger and bigger. Compared with the situation that the three major home appliance distributors in the United States occupy 80% of the national market share, Gome's market dominance is still not obvious enough. Therefore, although Gome occupies about 5% of the market share, there is still a very large market development space. If Gome can maintain and develop its own advantages, its dominant market position will be consolidated and enhanced in the foreseeable future. Of course, there are still quite a few variables in the market, and Gome itself has certain disadvantages. Competitors still have a chance to compete with each other. (A) Advantages As the king of China's household appliances circulation market, Gome's advantages need not be described in detail. The advantages it can develop mainly include the following aspects: a. E-commerce. The rapid development of e-commerce will have a certain impact on China's household appliance circulation market, and Gome can completely form a first-Mover advantage; B. brand advantage. In terms of brand building, Gome still has many articles to do; C. Channel advantages. Gome can intensively cultivate in the secondary and tertiary markets through joining or joint operation. (2) Market Variables The market is always changing. The main variables of China's household appliances circulation market come from the entry of foreign capital, the change of trading mode, the appearance of new products, the changes of consumers' psychology and consumption patterns, etc. Grasping these variables will directly affect Gome's market position. (3) Gome's own disadvantages Gome's development has only experienced more than 20 years, so it has not reached an impeccable state. Gome's disadvantages are mainly reflected in the following aspects: a. Relationship with suppliers. The bad relationship between Gome and many suppliers was once raging. In the words of Ni, the former CEO of Changhong Electric, "some dealers are squeezing oil from the bones of home appliance manufacturers", which is a bit exaggerated, but this relationship will bring some negative effects to Gome's market performance; B. use competitive means. Gome's means of competition is a double-edged sword. Proper use is very effective, but if the other side of this double-edged sword is brought into play, Gome will pay a certain price for its choice; C. management shortcomings. Some disadvantages of Gome's management will adversely affect its market ability: lack of standardization, frequent changes in management structure and personnel turnover.