Gome Emphasizes E-Commerce in New Development Strategy
Tencent Tech, 11/18/12
At the November 18 Golden Resource Advertising Auction for television advertising slots on China Central Television (CCTV), Gome (0493.HK) VP He Qingyang said that the Chinese home appliance and consumer electronics retailer has drafted a five-year development strategy beginning in 2013 that will see the company shift to a multiple-channel strategy with three main channels. "The first of these will be Gome's extremely mature channels in China's first-tier markets," Mr. He said. "The second will be channels in third- and fourth-tier cities, or second-tier markets, which Gome is currently expanding. Third, and most key, will be e-commerce channels." Mr. He also revealed that Gome will rebrand its online mall as "Guomei Zai Xian" (Unofficial translation: "Gome Online"), adding that some of the company's ad spend at the CCTV event would be for Gome Online.
Though Gome first placed ads on CCTV in 2003, this year marks its first time participating in the state broadcaster's Golden Resource Advertising Auction. Gome reportedly purchased RMB 400 mln worth of ads at the event, RMB 215 mln of that for Q1 2013 ads during the "Xinwen Lianbo" evening news broadcast.
Keywords: B2C Internet consumer electronics e-commerce Golden Resource Advertising Auction hardware strategy television Gome CCTV advertising auction 0493.HK He Qingyang TV advertising retail home appliances
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