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InkLeong
2021-06-07

I'm afraid it's hard for Gome to have a name in the "6.18" battle

黄光裕，迎来重掌国美的一大挑战。一年一度的“6·18”，堪称电商上半年的关键之战，京东、苏宁、拼多多、淘宝等无不摩拳擦掌。对国美而言，则是一个检验“复兴”效果的契机。 “希望通过我们的奋斗，我们的

I'm afraid it's hard for Gome to have a name in the "6.18" battle

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{"i18n":{"language":"en_US"},"data":{"magic":2,"id":114821882,"tweetId":"114821882","gmtCreate":1623067163846,"gmtModify":1704195336645,"author":{"id":3576483377389898,"idStr":"3576483377389898","authorId":3576483377389898,"authorIdStr":"3576483377389898","name":"InkLeong","avatar":"https://static.tigerbbs.com/1849e577d9e53aa9d5078e2eeb22589e","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":11,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":7,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"extraTitle":"","html":"<html><head></head><body>?</body></html>","htmlText":"<html><head></head><body>?</body></html>","text":"?","highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://ttm.financial/post/114821882","repostId":1171406130,"repostType":4,"repost":{"id":"1171406130","kind":"news","pubTimestamp":1623066365,"share":"https://ttm.financial/m/news/1171406130?lang=en_US&edition=fundamental","pubTime":"2021-06-07 19:46","market":"hk","language":"zh","title":"I'm afraid it's hard for Gome to have a name in the \"6.18\" battle","url":"https://stock-news.laohu8.com/highlight/detail?id=1171406130","media":" 锌刻度","summary":"黄光裕，迎来重掌国美的一大挑战。\n一年一度的“6·18”，堪称电商上半年的关键之战，京东、苏宁、拼多多、淘宝等无不摩拳擦掌。\n对国美而言，则是一个检验“复兴”效果的契机。\n“希望通过我们的奋斗，我们的","content":"Huang Guangyu is facing a big challenge to regain control of Gome.The annual \"6.18\" can be called the key battle of e-commerce in the first half of the year.<a href=\"https://laohu8.com/S/JD\">JD.com</a>Suning,<a href=\"https://laohu8.com/S/PDD\">Pinduoduo</a>, Taobao, etc. are all gearing up.For Gome, it is an opportunity to test the effect of \"revival\".\"I hope that through our struggle and efforts, we will strive to restore the original market position of the enterprise in the next 18 months,\" Huang Guangyu said boldly on the third day after his official release.However, Gome has been lagging behind for more than ten years.Its retail sales revenue in 2020 was 44.119 billion yuan, during the same period<a href=\"https://laohu8.com/S/002024\">Suning.com</a>The sales scale of products is 416.315 billion yuan. The two that were comparable in the past are now a full order of magnitude behind.So, what cards does Gome, which has turned from conservative to offensive, have to play in this \"6.18\" war? Under the pattern of numerous e-commerce giants, can we find a gap to jump up? Will the home improvement market become the second curve of Gome?Live broadcast is weak, short videos become advertising sites\"I heard that Maotai is easy to grab, so I went to Gome.\" E Zijun said.E Zijun told Zinc Scale that Maotai on the Gome e-commerce APP \"True Happiness\" is as difficult to grab, but later he learned that it was \"routine\": Xiaomei Bangbang, a sharing commission-earning tool on \"True Happiness\", every successful promotion A member can get a commission of up to 6 yuan, and the so-called easy grab of Maotai is one of its biggest gimmicks.In E Zijun's view, \"True Happiness\" followed Taobao's example of launching the live broadcast function, JD.COM's example of launching the 99 membership function, and Pinduoduo's example of launching the game and group snap-up function. \"At best, it's a masterpiece, and at worst, it's just a stitching monster!\"The zinc scale survey found that,The above-mentioned function of \"True Happiness\" is still the conventional gameplay of e-commerce, and it is still far from seizing the minds of users.For example, the live broadcast is regarded as a value growth point by Gome, and Huang Guangyu has high hopes. However, the live broadcast on \"True Happiness\" is quite single, mostly in Gome's offline store scenes, and the clerk directly serves as the anchor.According to Times Finance, since the beginning of the year, Gome has required employees to guide customers to place orders through the \"True Happiness\" APP. Among them, the live broadcast assessment target requires that the number of viewers per game should not be less than 30.After a week's observation, Zinc Scale found that most live broadcasts lacked popularity, and in most cases, the number of viewers remained in double digits, even less than 30 people.<img src=\"https://static.tigerbbs.com/524f5566e23fc3c50ec348a5996b1ccc\" tg-width=\"726\" tg-height=\"1476\" referrerpolicy=\"no-referrer\">Viewers below 30What's worse,The short videos of \"Really Happy\" are almost all advertisements for manufacturers.For another example, \"True Happiness\" moves slot machine games into \"True Happiness\". Users can get tiger coins by logging in to the activity page every day to sign in or shop. Those who choose a multiplier of 2 times, 5 times or 8 times for lottery draws, thus having the opportunity to get high tiger coin rewards.Little tiger coins can be exchanged for real happy beans, which can be redeemed in cash when shopping. Therefore, there is a saying on the Internet that \"Little tiger fights, and bicycles become motorcycles\".The problem is,This style of play is obviously on the edge of the law, and the practice of \"True Happiness\" openly implanting it into the e-commerce system is debatable。Is there just a bluff behind the \"price war\"?Actually,Price war is the killer of \"true happiness\".Near May Day, Huang Guangyu sent an open letter: \"After 34 years of deep involvement in the retail industry, Gome deeply felt the pain of low-price gimmicks in the industry, and was well aware of the difficulty of low-price sustainability. It was convinced that only the real low price with high cost performance, winning by quantity, small profits but quick turnover, and the real support of manufacturer partners could meet the interests of consumers and drive market prosperity.\"This means that Gome has raised the banner of \"price war\".During the \"6.18\" period, the price war of \"True Happiness\" covered many fields such as electrical appliances, department stores, drinks, etc., in an attempt to find a gap to jump up under the pattern of e-commerce giants.In this regard, Zhao Bingcong, who is being renovated, has a deep understanding.Because he is in Jiangsu and Zhejiang provinces, it is difficult to dry the clothes on the balcony of Huangmeitian. Zhao Bingcong has suffered before, and this time he wants to buy a dryer for his new home. In comparison, Gome is almost the lowest in the entire network.\"The neighbor recommended Siemens WT47W5681W, which also comes with its own sterilization function.\" Zhao Bingcong said that Gome's price is 7,499 yuan, which is 100 yuan less than that of mainstream e-commerce platforms. \"You can buy one or two more T-shirts.\"However, Zhao Bingcong told Zinc Scale that only some home appliances have a price advantage in \"True Happiness\", and most of the other products are not dominant, and some are even at a disadvantage.In other words,The firepower density of Gome's \"price war\" is not as great as imagined.According to<a href=\"https://laohu8.com/S/00493\">Gome Retail</a>The 2020 annual report shows that as of December 31, 2020, Gome Retail had cash and cash equivalents of 9.597 billion yuan, and the net cash flow generated from operating activities was 1.851 billion yuan. It can be seen that its background in fighting the \"price war\" is not deep.In fact, the zinc scale survey found that the current \"Really Happy\" \"Newcomer Exclusive 1 yuan Purchase\" activity is useless because the coupons have already been robbed, but the publicity in the APP has not been pulled down, which has caused new entrants. Consumers are dissatisfied, and the voice of \"don't play if you can't afford it\" is quite high.<img src=\"https://static.tigerbbs.com/cff327127cb836d1a50c551d49bff644\" tg-width=\"520\" tg-height=\"753\" referrerpolicy=\"no-referrer\">Activities without coupons are uselessThis is confirmed from the side,Gome's \"price war\" lacks stamina and urgently needs to replenish ammunition.An Internet observer told Zinc Scale: \"At a time when Internet traffic is peaking and customer acquisition costs are high, if Gome's low-price subsidy strategy cannot continue to output and cover a large area, the possibility of overtaking in corners will be doubtful.\"E-commerce falls behind, and it is difficult to break the traffic bottleneck even if the curve attacksUnder the above disadvantages,Gome may find it difficult to overtake in corners in traditional fieldsIn fact, the official is well aware of this, and is actively seeking a breakthrough to solve the problem.\"If Gome continues to promote the same e-commerce model as JD.COM Tmall, it will be difficult to form a new pattern and competitiveness.\" He Yangqing, CEO of Gome Investment Company, said in an interview with the media, \"There are very few leading companies in the home improvement industry, and the market share is even less than 1%.\"Yeah,Gome has set its sights on the home improvement market.According to the big data of Aowei Cloud Network, during the 14th Five-Year Plan period, the decoration demand of the stock housing market is expected to exceed 35 million units, a significant increase of more than 77% compared with the 13th Five-Year Plan period.Relevant data shows that with the increase in the proportion of decoration amount in fourth-tier cities and below, the home improvement market will reach a scale of 6 trillion yuan by around 2025, which is four times that of the home appliance industry.To this end, Gome is eager to incorporate scheme design, contract signing, material procurement, construction acceptance, etc. into a unified platform to create a closed loop of transparent decoration.<img src=\"https://static.tigerbbs.com/326a3b0e0b05fb12c2c69139cef10128\" tg-width=\"758\" tg-height=\"505\" referrerpolicy=\"no-referrer\">Gome invested in Dresser, using it as the starting point for entering the home improvement marketHuang Guangyu said: \"In the industrial chain, we work together to optimize, and all parties standardize the industry step by step, giving everyone more sustainable development space with implementation path.\"Nevertheless, butGome's road to breakthrough may not be smooth。Transparent decoration is not new, but its implementation is not ideal. The reason is that the home decoration chain is long, there are many links, and it is difficult to trace. Especially when the popularity of digitalization is low, supervision has become a long-standing problem.This cannot be changed overnight.In addition, Gome is taking the platform model, which does not involve specific decoration business. In essence, it is still doing traffic business. The problem is that there is no shortage of home improvement platforms in the market, including vertical home improvement platforms such as Qijia.com and comprehensive home improvement platforms such as Tmall Home Improvement. So under the confrontation, why does Gome attract home improvement companies of all sizes?Going around in circles, I returned to the problem of how to break through the traffic bottleneck.In this regard,<a href=\"https://laohu8.com/S/JPM\">JPMorgan Chase</a>Pessimistic attitude: \"Gome has ambitions for future development, but its prospects and plans are not clear. Considering that its business is facing fierce competition and its development prospects are unclear, it reiterates its'underweight 'rating.\"All in all,Gome's rejuvenation still has a long way to goOn the one hand, it is necessary to transfer the advantages of offline to online and open up new traffic channels; on the other hand, it is necessary to convert traffic into actual sales, so as to be on the offensive in marketization such as home appliances and home improvement.From this point of view, there is not much time left for Gome to redeem itself.","source":"lsy1568158634801","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>I'm afraid it's hard for Gome to have a name in the \"6.18\" battle</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nI'm afraid it's hard for Gome to have a name in the \"6.18\" battle\n</h2>\n<h4 class=\"meta\">\n\n 锌刻度2021-06-07 19:46\n\n</h4>\n</header>\n<article>\nHuang Guangyu is facing a big challenge to regain control of Gome.The annual \"6.18\" can be called the key battle of e-commerce in the first half of the year.<a href=\"https://laohu8.com/S/JD\">JD.com</a>Suning,<a href=\"https://laohu8.com/S/PDD\">Pinduoduo</a>, Taobao, etc. are all gearing up.For Gome, it is an opportunity to test the effect of \"revival\".\"I hope that through our struggle and efforts, we will strive to restore the original market position of the enterprise in the next 18 months,\" Huang Guangyu said boldly on the third day after his official release.However, Gome has been lagging behind for more than ten years.Its retail sales revenue in 2020 was 44.119 billion yuan, during the same period<a href=\"https://laohu8.com/S/002024\">Suning.com</a>The sales scale of products is 416.315 billion yuan. The two that were comparable in the past are now a full order of magnitude behind.So, what cards does Gome, which has turned from conservative to offensive, have to play in this \"6.18\" war? Under the pattern of numerous e-commerce giants, can we find a gap to jump up? Will the home improvement market become the second curve of Gome?Live broadcast is weak, short videos become advertising sites\"I heard that Maotai is easy to grab, so I went to Gome.\" E Zijun said.E Zijun told Zinc Scale that Maotai on the Gome e-commerce APP \"True Happiness\" is as difficult to grab, but later he learned that it was \"routine\": Xiaomei Bangbang, a sharing commission-earning tool on \"True Happiness\", every successful promotion A member can get a commission of up to 6 yuan, and the so-called easy grab of Maotai is one of its biggest gimmicks.In E Zijun's view, \"True Happiness\" followed Taobao's example of launching the live broadcast function, JD.COM's example of launching the 99 membership function, and Pinduoduo's example of launching the game and group snap-up function. \"At best, it's a masterpiece, and at worst, it's just a stitching monster!\"The zinc scale survey found that,The above-mentioned function of \"True Happiness\" is still the conventional gameplay of e-commerce, and it is still far from seizing the minds of users.For example, the live broadcast is regarded as a value growth point by Gome, and Huang Guangyu has high hopes. However, the live broadcast on \"True Happiness\" is quite single, mostly in Gome's offline store scenes, and the clerk directly serves as the anchor.According to Times Finance, since the beginning of the year, Gome has required employees to guide customers to place orders through the \"True Happiness\" APP. Among them, the live broadcast assessment target requires that the number of viewers per game should not be less than 30.After a week's observation, Zinc Scale found that most live broadcasts lacked popularity, and in most cases, the number of viewers remained in double digits, even less than 30 people.<img src=\"https://static.tigerbbs.com/524f5566e23fc3c50ec348a5996b1ccc\" tg-width=\"726\" tg-height=\"1476\" referrerpolicy=\"no-referrer\">Viewers below 30What's worse,The short videos of \"Really Happy\" are almost all advertisements for manufacturers.For another example, \"True Happiness\" moves slot machine games into \"True Happiness\". Users can get tiger coins by logging in to the activity page every day to sign in or shop. Those who choose a multiplier of 2 times, 5 times or 8 times for lottery draws, thus having the opportunity to get high tiger coin rewards.Little tiger coins can be exchanged for real happy beans, which can be redeemed in cash when shopping. Therefore, there is a saying on the Internet that \"Little tiger fights, and bicycles become motorcycles\".The problem is,This style of play is obviously on the edge of the law, and the practice of \"True Happiness\" openly implanting it into the e-commerce system is debatable。Is there just a bluff behind the \"price war\"?Actually,Price war is the killer of \"true happiness\".Near May Day, Huang Guangyu sent an open letter: \"After 34 years of deep involvement in the retail industry, Gome deeply felt the pain of low-price gimmicks in the industry, and was well aware of the difficulty of low-price sustainability. It was convinced that only the real low price with high cost performance, winning by quantity, small profits but quick turnover, and the real support of manufacturer partners could meet the interests of consumers and drive market prosperity.\"This means that Gome has raised the banner of \"price war\".During the \"6.18\" period, the price war of \"True Happiness\" covered many fields such as electrical appliances, department stores, drinks, etc., in an attempt to find a gap to jump up under the pattern of e-commerce giants.In this regard, Zhao Bingcong, who is being renovated, has a deep understanding.Because he is in Jiangsu and Zhejiang provinces, it is difficult to dry the clothes on the balcony of Huangmeitian. Zhao Bingcong has suffered before, and this time he wants to buy a dryer for his new home. In comparison, Gome is almost the lowest in the entire network.\"The neighbor recommended Siemens WT47W5681W, which also comes with its own sterilization function.\" Zhao Bingcong said that Gome's price is 7,499 yuan, which is 100 yuan less than that of mainstream e-commerce platforms. \"You can buy one or two more T-shirts.\"However, Zhao Bingcong told Zinc Scale that only some home appliances have a price advantage in \"True Happiness\", and most of the other products are not dominant, and some are even at a disadvantage.In other words,The firepower density of Gome's \"price war\" is not as great as imagined.According to<a href=\"https://laohu8.com/S/00493\">Gome Retail</a>The 2020 annual report shows that as of December 31, 2020, Gome Retail had cash and cash equivalents of 9.597 billion yuan, and the net cash flow generated from operating activities was 1.851 billion yuan. It can be seen that its background in fighting the \"price war\" is not deep.In fact, the zinc scale survey found that the current \"Really Happy\" \"Newcomer Exclusive 1 yuan Purchase\" activity is useless because the coupons have already been robbed, but the publicity in the APP has not been pulled down, which has caused new entrants. Consumers are dissatisfied, and the voice of \"don't play if you can't afford it\" is quite high.<img src=\"https://static.tigerbbs.com/cff327127cb836d1a50c551d49bff644\" tg-width=\"520\" tg-height=\"753\" referrerpolicy=\"no-referrer\">Activities without coupons are uselessThis is confirmed from the side,Gome's \"price war\" lacks stamina and urgently needs to replenish ammunition.An Internet observer told Zinc Scale: \"At a time when Internet traffic is peaking and customer acquisition costs are high, if Gome's low-price subsidy strategy cannot continue to output and cover a large area, the possibility of overtaking in corners will be doubtful.\"E-commerce falls behind, and it is difficult to break the traffic bottleneck even if the curve attacksUnder the above disadvantages,Gome may find it difficult to overtake in corners in traditional fieldsIn fact, the official is well aware of this, and is actively seeking a breakthrough to solve the problem.\"If Gome continues to promote the same e-commerce model as JD.COM Tmall, it will be difficult to form a new pattern and competitiveness.\" He Yangqing, CEO of Gome Investment Company, said in an interview with the media, \"There are very few leading companies in the home improvement industry, and the market share is even less than 1%.\"Yeah,Gome has set its sights on the home improvement market.According to the big data of Aowei Cloud Network, during the 14th Five-Year Plan period, the decoration demand of the stock housing market is expected to exceed 35 million units, a significant increase of more than 77% compared with the 13th Five-Year Plan period.Relevant data shows that with the increase in the proportion of decoration amount in fourth-tier cities and below, the home improvement market will reach a scale of 6 trillion yuan by around 2025, which is four times that of the home appliance industry.To this end, Gome is eager to incorporate scheme design, contract signing, material procurement, construction acceptance, etc. into a unified platform to create a closed loop of transparent decoration.<img src=\"https://static.tigerbbs.com/326a3b0e0b05fb12c2c69139cef10128\" tg-width=\"758\" tg-height=\"505\" referrerpolicy=\"no-referrer\">Gome invested in Dresser, using it as the starting point for entering the home improvement marketHuang Guangyu said: \"In the industrial chain, we work together to optimize, and all parties standardize the industry step by step, giving everyone more sustainable development space with implementation path.\"Nevertheless, butGome's road to breakthrough may not be smooth。Transparent decoration is not new, but its implementation is not ideal. The reason is that the home decoration chain is long, there are many links, and it is difficult to trace. Especially when the popularity of digitalization is low, supervision has become a long-standing problem.This cannot be changed overnight.In addition, Gome is taking the platform model, which does not involve specific decoration business. In essence, it is still doing traffic business. The problem is that there is no shortage of home improvement platforms in the market, including vertical home improvement platforms such as Qijia.com and comprehensive home improvement platforms such as Tmall Home Improvement. So under the confrontation, why does Gome attract home improvement companies of all sizes?Going around in circles, I returned to the problem of how to break through the traffic bottleneck.In this regard,<a href=\"https://laohu8.com/S/JPM\">JPMorgan Chase</a>Pessimistic attitude: \"Gome has ambitions for future development, but its prospects and plans are not clear. Considering that its business is facing fierce competition and its development prospects are unclear, it reiterates its'underweight 'rating.\"All in all,Gome's rejuvenation still has a long way to goOn the one hand, it is necessary to transfer the advantages of offline to online and open up new traffic channels; on the other hand, it is necessary to convert traffic into actual sales, so as to be on the offensive in marketization such as home appliances and home improvement.From this point of view, there is not much time left for Gome to redeem itself.\n<div class=\"bt-text\">\n\n\n source：<a href=\"https://mp.weixin.qq.com/s/m-9VfbcT8jzObWdeYZgBzA\"> 锌刻度</a>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/6f78d2f00cbc26b40aac0942a0a777ee","relate_stocks":{"00493":"国美零售"},"source_url":"https://mp.weixin.qq.com/s/m-9VfbcT8jzObWdeYZgBzA","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1171406130","content_text":"黄光裕，迎来重掌国美的一大挑战。\n一年一度的“6·18”，堪称电商上半年的关键之战，京东、苏宁、拼多多、淘宝等无不摩拳擦掌。\n对国美而言，则是一个检验“复兴”效果的契机。\n“希望通过我们的奋斗，我们的努力，力争用未来18个月的时间，使企业恢复原有的市场地位。”黄光裕于正式获释第三天放出豪言。\n然而，国美掉队已有十余年。\n其2020年零售销售收入为441.19亿元，同期苏宁易购的商品销售规模为4163.15亿元，昔日比肩的两者，如今差了足足一个量级。\n那么，从保守转为进攻的国美，在这场“6·18”大战中，有哪些牌可打？在电商巨头林立的格局之下，能否寻找到上跃的空隙？家装市场，会成为国美的第二曲线吗？\n直播乏力，短视频沦为广告地盘\n“听说茅台好抢，才去的国美。”鄂子君如是说。\n鄂子君告诉锌刻度，国美电商APP“真快乐”上的茅台一样难抢，后来才知道是被“套路”了：“真快乐”上的分享赚佣金工具小美帮帮，每成功推广一位会员即可获得最高6元的佣金，而所谓的茅台好抢正是其最大噱头之一。\n在鄂子君看来，“真快乐”效仿淘宝推出了直播功能，效仿京东推出了九九会员功能，效仿拼多多推出了游戏、拼团抢购功能，“往好了说是集大成，往坏了说不就是缝合怪嘛！”\n锌刻度调查发现，“真快乐”的上述功能依然是电商的常规玩法，离抢占用户心智尚远。\n譬如，直播被国美视为价值增长点，被黄光裕寄予厚望，不过“真快乐”上的直播颇为单一，多为国美线下门店场景，店员直接兼任主播。\n据《时代财经》报道，从年初开始，国美要求员工引导顾客通过“真快乐”APP下单，其中直播考核目标要求每场观看人数不得低于30人。\n经过一周的观察，锌刻度发现多数直播人气匮乏，多数情况下观众人数维系在两位数，甚至有低于30人情况存在。观众人数低于30\n更为糟糕的是，“真快乐”的短视频几乎全为厂商的宣传广告。\n再譬如，“真快乐”把老虎机游戏搬入“真快乐”，用户每天登陆活动页面签到或购物就能获得小虎币，者选择2倍、5倍或8倍的倍率进行抽奖，从而有机会获得高额小虎币奖励。\n而小虎币可兑换真快乐豆，后者在购物时可抵现，因而网上有“小虎搏一搏，单车变摩托”的说法。\n问题在于，这个打法明显游走在法律边缘，“真快乐”堂而皇之将其植入电商体系的做法值得商榷。\n“价格战”背后只是虚张声势？\n其实，价格战才是“真快乐”的杀手锏。\n临近五一，黄光裕发了一封公开信：“深耕零售业34年，国美深感行业低价噱头化之痛，深知低价可持续性之难，深信只有高性价比、以量取胜、薄利多销的真低价，厂商伙伴的真支持，才能符合消费者的利益和带动市场繁荣。”\n这意味着，国美祭起“价格战”的大旗。\n在“6·18”期间，“真快乐”的价格战范围覆盖电器、百货、酒水等多个领域，以图在电商巨头林立的格局之下，寻找上跃的空隙。\n对此，正在装修的赵冰聪深有体会。\n由于身处江浙地区，遇到黄梅天阳台的衣服难以晾干，赵冰聪之前吃过苦头，这次想为新家添置一台烘干机，对比下来国美差不多为全网最低。\n“邻居推荐的是西门子WT47W5681W，还自带除菌功能。”赵冰聪表示国美售价7499元，到手价比主流电商平台少了100元，“可以再多买一两件T恤了。”\n不过，赵冰聪告诉锌刻度，“真快乐”上仅部分家电具备价格优势，其余商品多数不占优，甚至有的还处于劣势。\n换而言之，国美的“价格战”的火力密度并没有想象的那么大。\n据国美零售2020年年报显示，截至2020年12月31日，国美零售拥有现金及现金等价物为95.97亿元，经营活动产生的现金流量净额为18.51亿元，可见其打“价格战”的底蕴并不深厚。\n事实上，锌刻度调查发现，眼下“真快乐”的“新人专享1元购”活动，因为优惠券早已被抢完，该活动形同虚设，可APP中的宣传并未拉下，从而引起新入的消费者不满，“玩不起就不要玩”声量颇高。没有券活动形同虚设\n这从侧面印证了，国美的“价格战”后劲不足，亟需补充弹药。\n一名互联网观察人士告诉锌刻度：“在互联网流量见顶、获客成本高企的当下，国美的低价补贴打法如若不能持续输出、大面积覆盖，那弯道超车的可能性就存疑。”\n电商掉队，曲线出击也难破流量瓶颈\n上述种种劣势之下，国美恐难在传统领域上演弯道超车，对此官方其实也是心知肚明，进而也在积极寻求一个解题的突破口。\n“国美如果继续推进和京东天猫一样的电商模式，很难形成新的格局和竞争力。”国美投资公司CEO何阳青在接受媒体采访时表示，“家装行业头部公司非常少，市场份额甚至不足1%。”\n是的，国美将突围的目光瞄向了家装市场。\n据奥维云网大数据显示，在十四五期间存量房市场装修需求预计可超过3500万套，相比十三五期间大幅提升超过77%。\n而相关数据显示，随着四线及以下城市装修金额比例上升，家装市场到2025年左右达到6万亿元的规模，这一规模是家电行业的四倍。\n为此，国美渴望将方案设计、合同签订、材料采购、施工验收等纳入统一平台，打造一个透明装修的闭环。国美入股打扮家，以其为切入家装市场的抓手\n黄光裕表示：“在产业链里我们协同进行优化，各方一步一步把这个行业进行规范，给大家更多的可持续的而且有实施路径的发展空间。”\n尽管如此，但国美的突围之路或并不平坦。\n透明装修并非新鲜事物，然而落地却不太理想，究其原因为家装链条长、环节多、追溯难，特别是在数字化普及较低的情况下，监管成为老大难的问题。\n这并非一朝一夕可以改变的。\n此外，国美走的是平台模式，不下场涉及具体的装修业务，本质上仍然做的是流量生意，问题在于市场并不缺家装平台，既有齐家网等垂直家装平台，也有天猫家装等综合家装平台，那么对垒之下，国美何以吸引大大小小的家装公司？\n兜兜转转，又回到流量瓶颈如何突破这个问题上。\n对此，摩根大通持悲观态度：“国美对未来发展具有野心，但前景及计划未见明朗，考虑到业务面对激烈竞争及发展前景未明，重申‘减持’评级。”\n总而言之，国美的复兴之路依然任重道远，一方面需将线下的优势转移至线上，开拓流量新渠道，另外一方面则需将流量转化为实际销量，从而在家电、家装等市场化守势为攻势。\n这么来看，留给国美自我救赎的时间不多了。","news_type":1,"symbols_score_info":{"00493":0.9}},"isVote":1,"tweetType":1,"viewCount":1202,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":1,"xxTargetLangEnum":"ORIG"},"commentList":[],"hasMoreComment":false,"orderType":2}