Gome Jingdong'S "Marriage" Upgrade: 30 Billion Joint Procurement Or Reshape The Industry Pattern

The 30 billion yuan purchase plan will cover seven categories of TV, ice washing, air conditioning, kitchen and bathroom, small household appliances, mobile phones and computer digital products. It is worth mentioning that this is the largest procurement of home appliances and consumer electronics industry initiated by retail platform this year.

After the strategic cooperation between Guodong and the United States was upgraded at the end of May. On the same day, two retail giants and several industry brand manufacturers signed a joint procurement plan of 30 billion yuan.

It is reported that the 30 billion yuan purchase plan will cover seven categories of TV, ice washing, air conditioning, kitchen and bathroom, small household appliances, mobile phones and computer digital products. It is worth mentioning that this is the largest procurement of home appliances and consumer electronics industry initiated by retail platform this year.

"In the process of cooperation, we focus more on cooperation." Wang Junzhou, President of Gome retail, told the 21st century economic report that "the current agreement is the first phase goal of our joint procurement. We fully believe that through joint procurement, we can enhance the competitiveness of both sides in standardized products."

Focus on efficiency improvement and consumption upgrading

It is learned that the first category of products is mainly focused on the upgrading of high-end products, and the other is the upgrading of new products.

The improvement of standardized commodity categories brought by joint procurement is mainly reflected in the supply chain. "It should be the largest supplier in the domestic supply chain of JD and Gome." Wang Junzhou said, "on the understanding of the supply chain, the primary is scale, and the final level is efficiency. Who can win in the competition depends on how efficient the supply chain is."

Under the current market competition pattern, such as TV, refrigerator, mobile phone and other standardized products, the price gap in each platform is not big. However, in the case of the whole procurement chain, the price will be significantly improved, and then the procurement efficiency will be improved.

"At any stage of the supply chain, as long as the efficiency is low, the cost will rise, and eventually the money will be superimposed on the users." "With the transparency of the market, no one has the ability to sell products with higher prices," Wang said

This year, there are some new opportunities for the upgrading of consumer consumption.

In the first and second half of this year, China suffered a major setback from the new outbreak of pneumonia. In the first quarter, the overall retail sales of China's home appliance market decreased by 35.8% compared with the same period last year, and the total retail sales in the first half of the year decreased by more than 14%.

However, under such a severe situation, the sales of sterilization and disinfection of small household appliances in Jingdong has increased significantly, which also drives the growth of household electrical products such as refrigerators with preservation and bacteriostasis, washing machines with high-temperature boiling and washing functions. In addition, the sales of cooking and cleaning appliances also increased significantly.

During the trial period, the sales volume of household appliances decreased due to the isolation and after-sales service Zhuang Shuai, founder of Bailian consulting, told reporters, "but at the same time, the increase in home time means that the use frequency of home appliances is higher, and the demand for replacing high-quality home appliances has also been stimulated. With the increasingly prominent effect of epidemic prevention and control, enterprises have taken corresponding measures, and the sales of home appliances will also have a higher growth in the second half of the year."

The reporter learned that in the purchase agreement signed between Gome and Jingdong, a considerable part of them are high-end new home appliances with higher customer price. Yan Xiaobing, senior vice president of Jingdong group, said that the epidemic has promoted the structural adjustment of household appliances and the upgrading of consumption, making the omni channel business model of online and offline integration more important.

The two giants complement each other

As the second stage of the cooperation between Gome and Jingdong, joint procurement undertakes the greater ambition of both sides in the category of home appliances. "In absolute terms, 30 billion is not a very large scale." "But in just two months, Gome and Jingdong have reached cooperation with more than a dozen domestic and international brand manufacturers after straightening out their internal processes, which is enough to demonstrate the synergy efficiency and cooperation willingness of both sides," said Zhuang Shuai

At the same time, the joint purchase agreement also reflects the influence of the two in the domestic appliance sales channel. Purchasing means that Jingdong Gome needs to bear the cost and pressure of home appliance storage sales, and both parties determine the current purchase scale based on the past sales data and judgment on the future.

On May 28, Gome, a Chinese household appliance chain retail giant, announced that it had reached a deep strategic cooperation with Jingdong. According to the announcement, Gome issued $100 million of convertible bonds to Jingdong. Assuming all the conversion rights are exercised, JD will hold about 2.80% of Gome's issued share capital after expansion.

Among them, the complementary advantages of supply chain is an important reason for Gome to introduce Jingdong strategic investment. According to the agreement, Gome will connect the "home · life" supply chain, medium and large goods logistics, warehousing and distribution, service system, and more than 2600 stores across the country to the Jingdong platform.

At the same time, the two sides have reached a joint procurement cooperation, Gome and Jingdong will become the largest home appliance purchasing alliance in China at present; in addition, the two sides will also carry out systematic cooperation in logistics and service level, and Anxun logistics under Gome will provide Jingdong with solutions for power transmission and installation.

Two months ago, the sales volume of the two sides reached 400 million yuan, reaching a rapid growth rate of 400 million yuan. "We hope to reach the target of 1 billion yuan per month in three to five months, by the end of the year." Wang said.

At the same time, with the support of Jingdong Logistics, Gome is able to sell Jingdong's non home appliances products on its own platform. In the nationwide live tour conducted by Gome, many goods can be delivered the next day, which greatly improves the shopping experience of consumers.

"The cooperation between the two sides has actually taken the first step and achieved our goal." "Gome and JD can now use the largest supply chain and procurement platform in China, with scale support and data support, grasp the consumption trend of home appliances more accurately, and continue to expand the scale of joint procurement next year," Wang said