求同存异：纯米如何通过生态位区隔实现与小米和谐共生
案例编号：
CN_2023ZLGL_9540
被浏览次数：
455
案例名称：
求同存异：纯米如何通过生态位区隔实现与小米和谐共生
译名：
Seeking Common Ground While Reserving Differences: How Chunmi Technology Achieves Harmonious Coexistence with Xiaomi through Ecological Niche Partition
案例作者：
王凤彬、张雪
作者单位：
中国人民大学商学院
译者：
-
案例企业：
纯米科技（上海）股份有限公司
行业：
制造业
学科领域：
战略管理、综合管理、其他
规模：
中小型
案例语种：
中文
案例类型：
描述型
中文关键词：
2023百优，生态系统，自主品牌，生态位，反哺，共生
英文关键词：
ecosystem, independent brand, ecological niche, regurgitation, symbiosis
中文摘要：
纯米通过加入小米生态链乘上了发展“快车道”，资源和能力提升后，开始布局自主品牌。为了避免与米家产品的竞争，纯米通过生态位区隔陆续构建了知吾煮、圈厨、TOKIT三大自主品牌，并逐渐构建了包括厨房硬件、厨房软件、厨房配件、食材供应等的科技厨房生态体系，与小米实现了更好的和谐共生。本案例以纯米的创立、加入小米生态链、自主品牌构建、生态化发展为主线，描述了纯米加入小米生态链的契机以及由此面临的问题，梳理了纯米自主品牌的构建过程，展示了纯米自身的生态化发展轨迹。案例旨在引导学生思考加入小米生态链为纯米带来的优势和劣势，分析纯米如何通过生态位区隔来建设自主品牌，从而避免与米家产品“不打架”，了解纯米生态化发展的动因和路径。
英文摘要：
Chunmi took advantage of the “fast lane” of development by joining the Xiaomi ecological chain. After the resources and capabilities were improved, it began to build its own independent brands. In order to avoid competition with Mijia products, Chunmi successively built three differentiated independent brands (Zhiwuzhu, Quanchu, and TOKIT) through ecological niche partition, and gradually established a technological kitchen ecosystem including kitchen hardware, kitchen software, kitchen accessories, food supply, etc., which helped it achieve a better harmonious symbiosis with Xiaomi. This case focuses on the process of establishment, joining the Xiaomi ecological chain, building its own brand, and ecological development of Chunmi, and describes the opportunity for Chunmi to join the Xiaomi ecological chain and the problems it faced. The case aims to guide students to think about the advantages and disadvantages of Chunmi by joining the Xiaomi ecological chain, analyze how Chunmi can build its own brand through ecological niche partition, so as to avoid “no fight” with Mijia products, and understand the motivation and path of Chunmi’s ecological development.
适用对象：
本科；专硕；高管培训
编写方式：
采编
开发时间：
2022
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