Gome Creates China'S "Black Friday" And "Reverse Fitting Room" Effect Appears

"From sales volume In terms of sales volume, 350 million yuan was sold on non major holiday promotion days, which is unprecedented in the entire retail industry. Among them, the daily sales of Beijing Gome exceeded 120 million yuan on March 12, and the passenger flow exceeded 300000 person times, all of which set new records for single store daily sales, passenger flow, single product sales, and so on. "

The "Black Friday" after Thanksgiving is the traditional offline shopping festival at the end of each year in the United States, and the craziest shopping day in the year for Americans. Gome grafted this concept to China during the "March 15" period. Relative to the United States“ Black Friday ”Gome put forward the slogan of "horrible low price, unprecedented", made three major commitments to consumers on low price, service and authentic products, and built this consumption carnival day into the festival with the greatest rights and interests of Beijing consumers throughout the year.

In the Gome Madian New Living Hall, color TV sets, refrigerators, washing machines, air conditioners, kitchen and bathroom appliances and other exhibition areas, shopping crowds continued. On the one hand, they experienced the real machine on site, on the other hand, they asked Gome staff about the price, and compared the price of the same product online. During the "Black Friday" activity, Beijing Gome invested in a large number of low-priced best-selling products.

An Xinjie said that Gome created the Chinese version of "Black Friday", which aims to let consumers buy lower prices and better quality goods. Through professional shopping guides and instant services, they can learn how to choose the most cost-effective household appliances to meet their own needs, and further purify the industry consumption environment. At the same time, the integrated delivery and installation of physical stores can make consumers really feel the fast delivery service, because for appliances, only after they are installed can they really enter the use stage, rather than taking door-to-door delivery as the end point.

The daily average sales volume of 90 million yuan driven by low prices, leaving aside the beautiful figures, what is the profit of Beijing Gome? In the face of a reporter's question, An Xinjie said frankly that, from the book view, the 4-day sales did not lose money, and after the sales scale increased, the later rebate would have a better overall profit.

"In recent years, it is rare to see the home appliance market exploding. Beijing Gome is back!" The person in charge of a kitchen appliance brand in Beijing said frankly that the activity of Beijing Gome stores made the home appliance market like warm water see a new atmosphere.

"This" Black Friday "Carnival created by Gome fully demonstrates the past style of taking physical stores as Fitting Room , and the mode of online consumption is changing, and the 'reverse fitting room' effect has emerged. " An Xinjie said that for consumers, buying genuine goods and getting assured after-sales service became the ultimate demand of consumers. However, with the development of e-commerce, the online shopping platform has been exposed repeatedly and the number of complaints continues to soar, which shows that it can not fully meet the needs of consumers.

An Xinjie said that the good results of Gome's activity benefited from the use of big data. It was the best low-priced products that ignited the market. Gome could clearly know which products had the highest attention through sales data, and could choose the most popular products to buy out a single model when negotiating with manufacturers.

An Xinjie said that after the first attempt to create "Black Friday" this year, Gome Beijing will continue to strengthen the influence of this activity next year, strive to create an offline carnival, and attract more businesses and formats to join in the promotion. At the same time, Gome stores in Beijing will also try to open up new functions such as micro payment and online payment, and provide consumer oriented training courses on the use of high-tech products in the stores to enhance the store's experience function.

As for the development plan of Beijing Gome, An Xinjie said frankly that he would continue to improve the store network and find gaps in the new business district. At the same time, around the change of customer demand, Beijing Gome will adjust the store form, because the new store form explored by Beijing Gome is replicable and has benchmarking significance in the country.