Jiuxian’s omni-channel supply chain management based on digitalization and channel integration
Product Number：
EN_2020YYGL_3883
Page Views：
2951
CaseName：
Jiuxian’s omni-channel supply chain management based on digitalization and channel integration
Authors：
Wu Jianghua, Zong Yan, Deng Yinhuo, Wang Zepeng, Zhao Chenchen
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Beijing Jiuxian Network Technology Co., Ltd.
Industry：
Trade/Commerce
Discipline：
Operations Management、New Retail
Scale：
SMEs
Language：
English
Type of Case：
Descriptive Case
KeyWords：
Jiuxian, New retail, Omni-channel supply chain management
Abstract：
This case describes the process of Jiuxian’s transformation from a liquor vertical e-commerce platform to new retail, and an omni-channel layout from online to offline, and demonstrates the construction and characteristics of the supply chain in the context of e-commerce strategic transformation. Founded in 2009, Jiuxian has become a leading liquor e-commerce integrated service company in China, and has been listed as a unicorn e-commerce enterprise in China’s liquor industry. The retail mode exploration of Jiuxian has experienced many historical stages from B2C to B2B and O2O. After the unfavorable development, it has transformed into a new retail mode driven by digitalization. The dual brand strategy of Jiuxian International Wine & Spirit Center and “Jiu Kuai Dao” has driven the development and operation of omni-channels. Based on the supply chain management of traditional B2C business and new retail business, this case discusses in detail how Jiuxian’s decision-making in terms of facilities, inventory, transportation, pricing, information and procurement matches and drives the digital transformation of enterprises in the context of the Internet.
Intended Audience：
MBA、EMBA、EE
Data Source：
Primary
Publication Date：
2019
Revision Date：
2020
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