Real Gome: the underworld boss corporate culture
forging a Gome "butcher's knife" is not only a summary of his business strategy, but also a description of his character of "daring to take risks and being able to implement" to some extent. The bloody side of his character has made him what he is today, but will this character be a factor that hinders the continued growth of the enterprise
"he didn't say a word. Sitting behind the big boss's desk and looking at you, you feel like a prey in a cage. You can't have equal rights to talk with him." This is a high-level talent recruitment interview of Gome. The examiners are more than a dozen directors and general managers led by Huang Guangyu. The subjects are a candidate recommended by headhunters from peer enterprises. "This is the most intense interview in my decades of work experience." The candidate, who has a certain popularity in the industry, said with emotion. " For decades, I have worked directly with many big bosses, but Huang is the most unpredictable person. "
"you don't have to ask me about boss Huang. The outside world may know more about him than the internal employees of our enterprise." A middle-level manager of Gome said sincerely. "Every day, he hides in his palace like office, and few people below can see him except the directors of the five centers who can speak directly with him."
what kind of mysterious person is this? This man, who became the richest man in the Hurun version of China's rich list in 2004 with a value of more than 10 billion, why can his cough speed up the heartbeat of upstream home appliance manufacturers, and the opening of each of his new stores can cause thousands of people to queue up overnight to buy? Why do people call him a price butcher or a capital master
Huang Guangyu, chairman and President of Gome group, is the "richest man in Xinke" with a value of 10.5 billion. A 17-year-old boy who has not graduated from junior high school, after 18 years of hard work, he started from scratch and created an incredible wealth empire. From a small peddler who was despised in the past to the richest man who attracts the attention of hundreds of millions of people today, what opportunities and tricks have made him today? What will be the fetter on his way forward tomorrow? People have too much curiosity
let's start from the beginning of wealth
Part I: from the beginning of butcher knife
you have to admit that Huang is a business genius. Huang Guangyu and his Gome have left many traces in this market, and many of the retail expansion models he initiated have become a general model of the industry. If Huang Guangyu is a "price butcher" in the retail market, by 1993, Huang Guangyu had initially created the "butcher knife" of "Gome"
Huang Guangyu, born in May 1969, is a chicken
when he was a child, the Huang family was poor. When it was most difficult, Huang Guangyu once picked up junk and garbage. Also because of family difficulties, Huang Guangyu dropped out of junior high school at the age of 16, and followed his 20-year-old brother from his hometown Shantou, Guangdong, to Inner Mongolia to do business. People in Chaoshan, Guangdong Province seem to have a talent for doing business. There are a large number of entrepreneurs and billionaires, including Li Jiacheng, a big industrialist. Wong Kwong Yu took Li Ka Shing as one of his examples. Of course, during his youth, when he was struggling for a living, he never imagined that one day he would become a millionaire admired by everyone
in 1986, 17-year-old Huang Guangyu (he was also called Huang Junlie at that time) followed his brother Huang Junqin, with 4000 yuan saved in Inner Mongolia, and then borrowed 30000 yuan with a loan. He sold a 100 square meter facade called "Gome" at 420 Zhushikou East Street, Qianmen, Beijing. It was a two-story building, selling clothes first, and then imported electrical appliances
Huang Guangyu still has a fresh memory of the novelty, excitement, and sometimes a feeling of fear and helplessness he first entered Beijing. "At that time, I left the Beijing railway station and wanted to find a hotel, but I spent 50 cents to stay in an underground hotel. I spent one yuan to have a tricycle pull me to find the hotel. As a result, I searched for it for a long time. In fact, he made a big circle. When I got up the next day, I saw the Beijing railway station at the door. It also cost me one yuan!" Huang Guangyu, who came to Beijing for the first time, "felt that Beijing was extremely big". He walked around the Beijing railway station all day, not knowing where the business district was and how to do business. "It's almost afternoon. It should be twoorthree o'clock in the afternoon. I'm standing at the railing and looking at the Beijing railway station. At this time, someone came over and asked me if I wanted to take a picture." Huang Guangyu "very extravagantly" spent 10 yuan to take an imaging photo. He wants to leave a memorial for himself who first entered Beijing
at that time, the ugly 17-year-old Guangdong young man who took a picture in front of the Beijing railway station, what was he thinking? Is there a hidden impulse and ambition to conquer the city in his heart? We don't know. However, he kept the once imaged work until he had to discard it because of severe wear and tear in the previous two years
"home appliances are relatively stereotyped, and I think I'm suitable for doing them." Gome electric city was established
the business of "Gome clothing store", located in the golden commercial area of Zhushikou, Qianmen, was not as prosperous as expected, because "clothing has various differences in style, fabric, texture, specification, season and so on, changes a lot, and the trend is updated quickly". Huang Guangyu said that he didn't understand it very well, and this half guy was not interested in learning it. His interest is to observe why his neighbor's home appliance business is better than him, and he is learning how others do business. He found that at that time, the sales of household appliances was a seller's market. As long as he found the source of goods, he could sell them for money. Moreover, compared with clothing, household appliances were the most scalable goods. "At that time, I also thought about doing food business, but at that time, people's consumption level did not reach that level; in the clothing business, there was a stress on fabrics and seasonality, and I didn't quite understand it. While household appliances were relatively stereotyped, I thought I was more suitable to do it. At that time, household appliances were still available and didn't worry about selling, depending on whether you could purchase them." Huang Guangyu said when recalling the original entrepreneurial situation
the Huang brothers decided to switch to household appliance business. On January 1st, 1987, the signboard of "Gome electric appliance store" was officially put up. Although there is no need to sell goods, the Huang brothers still decided to follow the business strategy of "adhering to retail, making small profits but quick turnover". At that time, many businesses were adopting the business mode of "raising the price and seeking profits" under the background of the seller's market. The reason why Huang Guangyu adopted "small profits but quick turnover" is not because of the teaching plan guidance of a business school, but because of the shrewdness of an original businessman, which is also a move he had to do in order to open up the market in the early stage
Huang Guangyu recalled that there was actually an element of "coercion" at that time. At that time, most of the commercial institutions were state-owned units, with primary and secondary wholesale stations and their own channels and networks. They were stronger and had more connections than him. "As an individual enterprise, if it wants to find ways to attract customers, it must have its own things". At that time, the method he came up with was the simplest and most effective - small profits but quick turnover
the low price strategy has brought many repeat customers to the small Gome store. He not only made small profits but also made great efforts in the supply of goods: "at that time, washing machines and color TVs were supplied by ticket. If you want to get these goods from informal channels, you have to find a way. Sometimes, others have a lot of products, but no one buys them, so I try to get the goods from him." In order to find "good goods" with low price and good quality, did Gome, like many home appliance retailers at that time, sell some smuggled goods from Panyu, Guangdong? Huang himself has not answered positively, but there are many rumors about it
but anyway, you have to admit that Huang is a business genius. Huang Guangyu and his Gome have left many traces in this market, and many of the retail expansion models he initiated have become a general model of the industryIn 1991, Huang Guangyu was the first to think of using the "Beijing Evening News" to put up the slogan "buy electrical appliances, go to Gome" and publish the price of electrical appliances every week. At that time, the state-owned stores' understanding of advertising was still at the level of "advertising is needed for goods that can't be sold". Even though some people later wanted to learn from GOME's advertising strategy, Huang Guangyu had covered the middle seam of the newspaper at a low price of 800 yuan each time. A small amount of advertising investment has attracted a large number of customers to Gome. The business of electric appliance stores is "too hot" and "all inventories are sold out". Huang Guangyu took advantage of the victory and opened a number of stores, "Guohao", "Yahua" and "Henderson", with different names. Before 1993, there were seven or eight small stores
in order to avoid the situation that "consumers don't know where to buy products after seeing advertisements", Huang Guangyu persuaded those foreign manufacturers who use US dollars to advertise their products to cooperate with Gome in advertising, which not only reduced the advertising expenses of manufacturers, but also made consumers "see and buy"; Then Huang Guangyu asked the manufacturer to give Gome some samples for display, and set up corresponding product counters so that customers can see, touch and buy them on site
in 1992, the "Gome store" with an area of 100 square meters in Zhushikou had already developed into a large electrical appliance mall. At the same time, Huang Guangyu initially carried out chain operation in Beijing, and uniformly named several stores he owned as "Gome", thus forming the prototype of chain operation model
by 1993, it had developed to fiveorsix Gome chain stores. After the Huang brothers' wealth increased, because of different business ideas, the Huang brothers separated, and Huang Guangyu shared the "Gome" brand and hundreds of thousands of yuan in cash. If Huang Guangyu is a "price butcher" in the retail market, so far, Huang Guangyu has initially created the "butcher knife" of "Gome"
Part II: sharpen the knife
with nearly 200 stores all over the country, Gome has created a "big retail". With this piece, Huang Guangyu has enough capital to take advantage of the "price" order to cut the profits of upstream producers and give profits to consumers. Therefore, Huang Guangyu has been described by many manufacturers as a price "butcher" or "killer"
24-year-old Huang Guangyu and his brother separated, and began to focus on building his home appliance retail Kingdom, and from then on began to write the wealth myth of him and Gome at an amazing speed: in 1993, we discussed the casting of experimental machines, and Huang Guangyu's small facade became a large electrical appliance mall; In 1995, Gome Electronics Mall changed from one to 10; Gome moved from Beijing to the whole country in 1999... By the end of 2004, Gome had 190 stores and 30 branches in more than 40 cities across the country and in Hong Kong and the southeast region
analyzing the reason why Huang Guangyu has achieved today, we can sum up the following experience:
first, it comes from Huang Guangyu's business sensitivity and innovative personality. It can be said that every step of Gome's leap forward reflects Huang Guangyu's idea of daring to innovate. He was the first to try a new supply and marketing model,