案例名称:
再战新零售江湖:酒快到支撑酒仙网连锁扩张的进化之旅
译名:
Refight in New Retail field: Jiukuaidao is supporting Jiuxianwang’s evolution journey of chain expansion
案例企业:
天津酒快到新零售有限公司、北京酒仙网络科技有限公司
中文关键词:
供应链策略;渠道策略;连锁扩张模式;零售业态
英文关键词:
supply chain strategy; channel strategy; chain expansion mode; retail formats
中文摘要:
本案例描述了酒快到从O2O业务转型探索新零售的过程。酒快到成立于2014年,是酒仙网旗下的子公司,也是代表酒仙网进击O2O领域的最初尝试。但实际推行中,酒快到遇到了重重困难,于2015年被迫中止。时隔4年,在吸取O2O阶段的教训和国际名酒城(酒仙网的另一子公司)的成功经验后,酒快到于2019年重启,并作为新零售“双品牌战略”之一,与国际名酒城一起,探索更为完整的新零售版图。“重生”的酒快到的目标是成为区域酒类零售便利店,并总结出一条与国际名酒城错位发展的差异化道路。本案例旨在展示酒类流通商的供应链策略、渠道策略和连锁扩张模式,介绍零售业态及对应的差异化经营策略,启发学生对O2O、新零售等商业模式的本质进行深入思考。
英文摘要:
This case describes the transformation process of Jiukuaidao from O2O business to new retail. For entering O2O market, Jiukuaidao, a subsidiary of jiuxianwang, was founded in 2014. However, in the implementation process, the project encountered difficulties and was forced to suspend in 2015. After four years of learning lessons and successful experience of Jiuxian International Wine & Spirits Center (another subsidiary of jiuxian.com), Jiukuaidao officially restarted in 2019 as one of the new retail "double brand strategy", exploring a more complete new retail map together with Jiuxian International Wine & Spirits Center. The goal of "rebirth" Jiukuaidao is to become a regional wine retail convenience store and it has summed up a different path of successful development. This case aims to show the supply chain strategy, channel strategy and chain expansion mode of distributors, introduce several different retail formats and differentiated business strategies, and further inspire students to think deeply about the nature of O2O and new retail business model.
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