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国美两次回购耗资6900万元 扩张路径浮出寻增量市场

2017-09-15 07:11:46   中国经济网

■本报记者 贾 丽

在以4880万港元买入自己股票之后,近日国美零售再次回购了4000万股,耗资3365.20万港元。连接两次回购,国美零售合计买进了1亿股,共耗资8245万港元,约合人民币6900万元。

国美互联网CEO兼国美零售CFO方巍接受《证券日报》记者采访时表示:“国美的股价被严重低估了,我们还是会用业绩提升大家的信心。”

“虽然近几年国美战略相对保守,但在近两年的电商比拼中,国美互联网已经出现高速增长状态,且在关键节点主动出击,在一系列调整和布局下,国美增量市场已显现。对于正处于线上线下调整期的国美而言,其尚需一段时间恢复。”产业经济观察家梁振鹏表示。

在天猫、京东等电商巨头加速与实体企业合作的今天,零售巨头也进入一轮整合期。

在苏宁对线上线下整合后,还未喘过气来之际,国美也加速进入了整合期。去年,国美大规模对一级市场的门店改造,并加大对电商业务的投入,致使其综合毛利率和利润水平受到一定影响,形成业绩下滑。在国美的1600家门店中,有近800多家正在或者亟待改造。

近日,国美零售公布了上半年业绩报告称,报告期内,国美整体成交总额为617亿元,同比增长23%。其中,线下交易额为412亿元,线上交易额为205亿元。

目前,家电零售从原来的增量市场变为存量+增量的市场。而随着国美在线上线下渠道的扩张,大量增量市场正在涌现。

而在线下市场,国美的扩张路径也已显现。2017年半年报显示,在国美销售的56%的商品可以获得较高毛利,分别为影音、空调、冰洗三大品类。在新增商品方面,除了传统的家电商品以外,基于大数据能力,国美还引入了以家为核心的商品,如进口炊具、家居、智能门锁、智能卫浴等产品。

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