The website service for Chinese electronics company Gome welcomed its new chief executive officer Gao Xiang before the Chinese National Day holiday.

A representative from Gome's e-commerce website Gome.com.cn revealed to the Chinese local media that Gao took control on September 22, 2013. In May 2013, Han Depeng, former CEO of Gome.com.cn, departed the top website position and Mu Guixian, Gome Group's senior vice president and chairman of Gome.com.cn, has been acting in that position since.

According to public files, Gao previously worked for Dangdang.com as vice president. In 2006, Gao joined Yaolan.com, a baby and maternity supplies e-commerce website, as CEO.

This new position may be challenging for Gao since he does not have any home appliances retailing experience. Therefore, Gao may play the front-end e-commerce operator role to coordinate with the back-end strategic layout and management of the company.