案例名称:
小“城”大事——酒仙网国际名酒城的零售新法
译名:
Retail Neo-Approach of Jiuxian International Wine & Spirits Center
案例企业:
北京酒仙网络科技有限公司(“酒仙网”)
中文关键词:
B2C电商;O2O转型;互联网引流;零售创新;2019百优微案例
英文关键词:
B2C e-commerce; O2O transition; Internet-based consumer traffic generation model; Retail innovation
中文摘要:
本案例描述了酒仙网从B2C到O2O和B2B直至成功实现“新零售”转型的探索过程。酒仙网成立于2009年9月,短短九年时间,一跃成为中国酒业行业唯一一家独角兽企业。案例阐述了酒仙网基于其在供应链和线上零售的多年积累,借力互联网,以“国际名酒城”为契机,实现由线上到线下的全面打通的过程,并重点展示“国际名酒城”在引流方式、产品结构、信息系统和服务理念四大方面的创新,引导学生在比较不同电商模式差异的基础上,思考“新零售”的本质与机制,以及互联网等新技术在零售创新中的作用。
英文摘要:
This case describes the process 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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