"Diversified Retail" to Build Circulation Brand of Liquor Industry: Jiuxian
Product Number：
EN_Revised May 2024XLS_7973
Page Views：
221
CaseName：
"Diversified Retail" to Build Circulation Brand of Liquor Industry: Jiuxian
Authors：
Xie Lijuan, Wu Zixin, Li Sha and Wang Xiaodong
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Jiuxian.com
Industry：
Trade/Commerce
Discipline：
Supply Chain Management、New Retail
Scale：
Large
Language：
English
Type of Case：
Descriptive Case
KeyWords：
Wine distribution; Brand Building; Retail innovation; Live e-commerce
Abstract：
This case describes the process of Jiuxian building its own brand and developing live e-commerce. Since its establishment in 2009, Jiuxian has maintained its position as a liquor distribution enterprise and continues to explore the path of brand building, making the brand strategy one of the group's core strategies. During the pandemic, Jiuxian actively tried new business forms, live e-commerce included, which further improved the company's online and offline retail network and boosted brand development. Based on its supply chain advantages, product development capabilities, and big data technology capacity accumulated over many years in the industry, Jiuxian has developed more than a hundred "Internet pop-ups," behind which lie not only a product-based commitment, a strategy guided by data and technology, but also the innovative spirit of exploring new retail channels. By describing the brand development process of Jiuxian, this case attempts to present the motivations for brand development of companies in distribution industry, the R&D capabilities and Internet technology needed to cultivate brands, and the significance of new retail channels, such as live e-commerce, for brand development.
Intended Audience：
本科、学术硕士、专业硕士
Data Source：
Primary
Publication Date：
2021
Revision Date：
Revised May 2024
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