"Diversified Retail" to Build Circulation Brand of Liquor Industry: Jiuxian
案例编号：
EN_2022XLS_2949
被浏览次数：
2049
案例名称：
"Diversified Retail" to Build Circulation Brand of Liquor Industry: Jiuxian
译名：
"Diversified Retail" to Build Circulation Brand of Liquor Industry: Jiuxian
案例作者：
Xie Lijuan, Wu Zixin, Li Sha and Wang Xiaodong
作者单位：
Renmin University of China
译者：
-
案例企业：
Jiuxian.com
行业：
贸易/商业
学科领域：
新零售、供应链管理、其他
规模：
大型
案例语种：
英文
案例类型：
描述型
中文关键词：
酒类流通、品牌建设、零售创新、直播
英文关键词：
Wine distribution; Brand Building; Retail innovation; Live e-commerce
中文摘要：
本案例描述了酒仙网打造品牌以及开展直播电商进行“花样零售”的过程。酒仙网自2009年成立以来，始终坚持“酒类流通企业”的定位，并不断探索品牌建设之路，品牌战略已成为集团的核心战略之一。疫情期间，酒仙网积极尝试电商直播等新形式，进一步完善了企业的线上线下零售网络，同时也助推了品牌的发展。基于深耕行业多年积累的供应链优势、产品研发能力和大数据技术，酒仙网已经开发了百余款“互联网爆品”，其背后不仅蕴含着以产品为本的担当、以数据和技术为指导的谋略，还有探索零售新渠道的创新精神。本案例旨在通过描述酒仙网的品牌发展过程，展示流通企业开发品牌的原因与动机、培育品牌所需的研发能力和互联网技术，以及直播等新兴零售渠道对品牌发展的意义。
英文摘要：
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 "distribution company" and continued to explore the path of brand building, making the brand strategy one of the group's core strategies. During the epidemic, Jiuxian actively tried new business forms, live e-commerce included, which further improved the company's online and offline retail network and boosted the 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 lies 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 of developing brands of distribution companies, the R&D capabilities and Internet technologies capacity needed to cultivate brands and the significance of new retail channels such as live e-commerce for brand development.
适用对象：
本科、学术硕士、专业硕士
编写方式：
采编
开发时间：
2021
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