译名:
Retail Neo-Approach of Jiuxian International Wine & Spirits Center
英文关键词:
Jiuxian,Vertical E-commerce, Omni-channel, Retail Neo-Approach
中文摘要:
本案例描述了酒仙网从传统酒商转型成为线上酒类电商,并不断探索酒类垂直电商发展模式,进而由线上到线下布局全渠道和持续探索新零售的过程。酒仙网于2009年成立,其前身是从事传统线下白酒代销业务的山西百世集团,发展至今已被列为中国酒业独角兽电商企业。酒仙网的零售模式探索经历了从B2C到B2B和O2O再到开拓线下“国际名酒城”、线上和线下联动发展的智能“新零售”等多个环节。本案例通过描述酒仙网的战略布局和转型过程,展示互联网时代的需求特征、不同电商模式的特征和要求、以及传统酒商的新零售转型之道,从而引导同学们掌握供应链、流通渠道和B2C、B2B、O2O几种电子商务模式的相关知识,思考零售企业如何在互联网时代实现转型,以及供应链、物流、IT系统建设等在零售企业转型过程中所起到的支撑作用,最终形成关于“新零售”的独立思考,把握“新零售”背景下零售的本质与机制。
英文摘要:
that Jiuxianwang has explored transition from B2C to O2O and B2B until successful “Neo-retail”. Jiuxianwang, incorporated in September 2009, has become the only unicorn company in the wine industry of China after just 9 years. It shows how Jiuxianwang, on the basis of multi-years’ practice in supply chain and online retail, achieves comprehensive connection from online to offline through Internet and “Jiuxian International Wine & Spirits Center”. Additionally, it highlights the innovations of “Jiuxian International Wine & Spirits Center” in four aspects, i.e. consumer traffic generation model, product mix, information system and service concept. The case aims to guide students to compare the differentiation among different e-commerce modes, then to ponder over the essence and the mechanism of “neo-retail” and the roles of new technologies such as Internet in retail innovations.
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