译名:
Lecoo Technology: A dark horse in the field of smart retailing
中文关键词:
智慧零售;3C零售行业;OMO智慧零售体系;全渠道;数字化
英文关键词:
Smart retail; 3C retail industry; OMO smart retail system; omni-channel; digitalization;
中文摘要:
本案例基于零售管理、数字化营销和企业战略的角度,描述了来酷科技有限公司作为联想集团开拓智慧零售业务的承接企业,通过建立顾客为中心的OMO(Online Merge Offline)智慧零售体系,在3C产品的智慧零售领域成长起来的思考、实践及未来发展的机遇和挑战。具体而言,在移动互联网及电商的冲击下,来酷科技探索了行业破局模式,提出了按照用户使用和交付场景两个维度构成的四象限模型(在线、离线、在店、离店),并按照这个模式开始把线下零售向线上牵引,形成了以客户为中心的OMO商业模式。同时,为辅助OMO模式,来酷推出“1+3”战略,即1个零售服务平台和多场景的零售体系,将门店的“人”、“货”、“场”全面数字化和云化,对智慧零售体系进行了持续迭代。通过对本案例的学习,使学员了解智慧零售、数字营销模式以及在变化的市场环境中如何制定营销战略,提高学员将数字营销理论应用于管理实践的能力。
英文摘要:
This case describes the thinking, practice and future development opportunities and challenges of Lecoo Technology (hereafter Lecoo) in the field of 3C smart retail, as Lenovo Group\'s holding enterprise to develop smart retail business, through the establishment of customer-centered OMO (Online Merge Offline) smart retail system, from the perspective of retail management, digital marketing and corporate strategy. Specifically, under the impact of mobile Internet and e-commerce, Lecoo has explored the industry breaking mode and proposed a four-quadrant model (online, offline, in-store and out-of-store) composed of two dimensions of use and delivery scenarios. To assist this model, it has started to draw the offline businesses to online platform. At the same time, Lecoo launched the \"1+3\" strategy, that is, a retail service platform and a multi-scene retail system where the \"people\", \"goods\" and \"scene\" of the store are fully digitalized and cloud-based, and the smart retail system is continuously iterated. Through studying this case, students can understand the smart retail and digital marketing model and how to develop marketing strategies faced with the changing market environment, and improve abilities to apply digital marketing theory to management practice.
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