Produced by One View Commercial
Author/Meng Jiayi
Editor/Xue Xiang
How many times can Gome jump sideways between death and survival?
On April 21, "2024 Instant Departure" Gome announced its entry into instant retail in Hangzhou, and Gome Neighborhood released its "Gome Instant Warehouse" and "Gome Convenience Store". At the meeting, Gome Neighborhood, Yicai Business School, and Pistachio Digital Intelligence jointly released the instant retail four-wheel drive chain model.
For the field of instant retail, Gome appears to be very confident. Luo Jing, CEO of Gome Neighborhood, said at the meeting that Gome should not only realize the infrastructure construction of the instant retail turning point, but also complete the construction of the "new distribution system".
In fact, Gome began to prepare for "entry" instant retail as early as half a year ago. According to the enterprise investigation, in September 2023, Gome Neighborhood (Zhejiang) Technology Co., Ltd. was officially established, which is fully controlled by Beijing Gome Xinxing Technology Co., Ltd., mainly engaged in retail business. It is worth mentioning that in February this year, the legal person, executives, contacts, and investors of Gome Neighborhood were all changed. Among them, the original legal person Liu Yanan has been "restricted", and the amount involved exceeds 70 million.
From April 22, Gome Retail (00493. HK) began to rise, rising by as much as 20% on April 24.
Announcing a new strategy, ambitious goals, and a rise in stock prices – do you feel familiar?
In January 2021, the Gome App officially changed its name to the "True Happiness" APP, and after the APP was launched, the stock price ushered in a rebound, and the stock price reached a peak in the past 3 years, with an increase of more than 30%.
That year, Gome invested 962 million yuan in advertising, but the effect was obviously not very good. According to Gome's 2021 annual report, the monthly active users of "True Happiness" remained stable at more than 50 million, and the app's product turnover (GMV) increased by 108.4% year-on-year. In the same period, JD.com's monthly activity was about 570 million, and Pinduoduo had reached 870 million.
The investment is large, the effect is poor, and the "real happiness" is naturally cool. Analysys Qianfan data shows that the monthly active data of the "True Happiness" app has been less than one million since February 2022. In January 2023, Gome changed the "True Happiness" APP back to the "Gome" APP.
This failure did not make Gome give up making trouble. In other words, Huang Guangyu did not give up.
On October 22, 2023, GOME Supermarket Guangzhou Mawu Store announced its opening. Gome Supermarket was officially launched, and plans to open 10,000 stores in three years. Affected by this news, Gome's stock price ushered in a rebound. However, because the base has fallen to a miserable 0.03 yuan per share, after this "big rise", Gome's share price has only increased by less than 3 cents.
However, so far, Gome Supermarket has not made any more waves except for the rise in its stock price.
This foray into instant retail may just be to stimulate the stock price. Other than that, there is no more use, and Gome can't do more.