Is the "Yuan Universe" a "life -saving straw" of Gome Retail?

This article is original by the Schuduyuan Universe Research Institute (ID: SOOTOOINSTITUTE)

Author / Zhao Jiaru

Recently, some media reports said that Gome has recently set the Yuan universe as the most important strategic direction. The general person in charge of the Yuan Universe project has been in June and is actively recruiting talents. People familiar with the matter said that the Yuan universe project may be launched in early July.

The author noticed that around 618, the e -commerce platform's popularity for the "Yuan Universe" was not diminished. Next, let's see if the "Yuan Universe" became the "life -saving straw" of the e -commerce platform with the Schurto Yuan Universe Research Institute?

618 Around JD, Tmall, and Really Open "Yuan Cosmic Battle"

This year's 618 was called "the most deserted" 618 shopping festival in the industry. Different from previous years, the newly unveiled "Yuan Universe" move in the 618 shopping festival this year has attracted many consumers' attention.

As early as the 618 Shopping Festival, the "Taobao Yuan Universe Shopping Picture" was circulated on the Internet. Some sources revealed that Taobao was optimizing the virtual shopping venue overnight and was preparing to launch "Yuanshi Shopping" during the 618 period. Taobao said that the exposed shopping scene screen is the technical exploration of the technical team is undergoing an immersive virtual shopping scene.

On May 17th, Taobao's life once faced the user of all Taobao life, and opened the application permissions with the only "Tao Ren Universe Resident Certificate" with the only encoding. The new "certificate" specially carried out a digital chain certificate.

At the 618 Shopping Festival, the "Tmall Big Brand Ri-Yuan Cosmic Show" was officially met with consumers. The theme of "Mobius" was performed by super-realistic digital people Ayayi and Ya Yah. OFF-WHITE, Xiaopeng Automobile, Yunnan Baiyao, Baili, Make up for Ever, AMBush, and Lu Xue have all launched corresponding virtual clothing to combine sales to empower physical products by digital collections, so that it will become more to make it more increasingly The more consumers are exposed to the concept and gameplay of the "Yuan Universe".

At the same time, during the 618 period of JD.com, a series of digital collections, including the theme of the "Football News" in 1980, the theme of the Tang Palace Night Banquet, and the master of Shu embroidery, was launched on the work, and JD Books were randomly presented to users who bought pre -sale self -operated books randomly. Customized the theme digital collection of the Westward Journey, and the launch of the "Jingdong Green Green Commemorative Coin Digital Collection" limited to 10,000 copies. Users must save a certain amount of green and green points to get the green and green commemorative coin. Such as paper towels, milk, care, washing, and even various appliances.

In addition, Jingdong 618 also launched the first domestic e -commerce company to buy space "Welling Electricity" and "vitality dreamer". The overall five core scenes of the living room, bedroom, kitchen, bathroom, and balcony have been included in a hundred models. Home appliances, build online virtual experience space. Users can make immersive roaming browsing in space, 360 ° animation viewing home appliance details, freely viewing, replacing home appliances, and one -click to view product details and other interactive experiences.

Not only that, after the 618 shopping festival, Gome has set the Yuan universe as the most important strategic direction. The general person in charge of the Yuan Cosmic Project has joined in June and is actively recruiting talents. In response, Gome responded to this that the company did try to make the direction of the Yuan universe, and the real happy APP is about to launch the Yuan universe function.

According to the information of the pulse account, the director of the Gome Yuan universe is the director of the universe. The scope of business includes the world of the universe, the e -commerce of the Yuan universe, the digital person, the virtual idol, the digital collection, the NFT, the blockchain, etc.

The Suluyuan Universe Research Institute believes that in the e -commerce platform, not only Taobao, Jingdong, Pinduoduo, but also the content e -commerce platform represented by Douyin and Kuaishou also joined it. For e -commerce platforms, the addition of "Yuan Universe" puts forward higher requirements for platform technology, and has also put forward higher standards for shopping innovation gameplay. The person brings a new and strange shopping experience.

The transformation and development of Gome e -commerce platform requires "Yuan Universe"

The comprehensive layout of Gome's "Yuan Cosmic" is also the wind that hopes to borrow the concept of the Yuan universe to find the trend of the wind for the development of the enterprise.

At the end of March this year, Gome announced the 2021 annual report, with a total revenue of approximately 46.484 billion yuan, an increase of 5.36%year -on -year; the loss of net profit attributable to the mother was 4.402 billion yuan, and the loss narrowed by 37.06%. Essence

In January last year, Gome launched the APP "Really Happy" transformation and entertainment retail. In October, the real happy APP upgraded the two sections of "Le" and "Buy". Through live broadcasts, short videos, notes, lists, events and other channels to strengthen entertainment and social functions to attract traffic, and launched real -choice products, strict selection of good stores Channel.

At the same time, the annual report shows that the monthly active users of "really happy" are more than 50 million, and the transaction amount of real happy products increases by 108.4%year -on -year. In contrast, JD.com survived about 570 million in the same period, and Pinduoduo reached 870 million. The sense of presence was "weak".

In order to seek development under "traffic anxiety", Gome has previously mentioned the "Yuan Universe" many times. In December last year, Zhao Liming, Vice President of Gome Retail Strategy, said: Through digital full display technology and LBS precision positioning technology, more than 4,000 offline stores in the country "map" to the online platform, allowing users to "cloud shopping stores" Essence However, at present, Gome, mainly retail, does not occupy an advantage in the technology reserves of the Yuan universe. Among the BOSS direct recruitment platform, Gome Group currently has a senior Yuan cosmic product manager and the research and development technology of the Yuan universe in the recruitment of the Yuan universe post. Director, blockchain project research and development.

You can understand the direction of its business planning through Gome's recruitment information. Asset wallets and other product design, planning, development, schedule management ". Although the construction plan of the Gomejia life -related product construction plan is "all -encompassing", from the current happy APP, I have not seen too many shadows of the "Yuan Universe".

Starting from scratch to solicit talents and conduct technical research and development investment, this is undoubtedly a business project of the previous "huge burning money" for Gome, which is continuously losing money. From 2017 to 2021, Gome's losses were 450 million, 4.89 billion, 2.59 billion, 6.99 billion, and 4.4 billion, respectively. The house leak was raining in a row. In April of this year, Whirlpool issued an announcement saying that Gome owed its two payments for RMB 66.49 million and 11.66 million yuan. It also exposed the embarrassing situation of its tight cash flow.

For Gome, proposing the "Yuan Universe" strategy will help Gome retail to tell new stories. On June 28, Gome Retail issued an announcement saying that it plans to openly sell about 1.96 billion shares at a price of about 0.4 Hong Kong dollars, and raise funds raised funds. About 780 million Hong Kong dollars, accelerated the orderly implementation of strategic transformation.

Gome's "Yuan Universe" story laid the seeds of hope for it, and whether this seed is a "life -saving straw" or "the last straw that crushes the camel", it takes time to certify. However, in the case of continuous losses, there is not much time for the development of the universe to the United States and the United States.

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