Ruien.co：基于数字平台的兴趣创业
案例编号：
CN_2024CYYCX_2941
被浏览次数：
541
案例名称：
Ruien.co：基于数字平台的兴趣创业
译名：
Ruien.co: Hobby-Driven Entrepreneurship Based on Digital Platforms
案例作者：
毛基业、窦盛文、冀宣齐、李静榕
作者单位：
中国人民大学商学院
译者：
-
案例企业：
Ruien.co
行业：
贸易/商业
学科领域：
创业与创新、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：
兴趣创业、数字平台、数字创业
英文关键词：
hobby-driven entrepreneurship, digital platforms, digital entrepreneurship
中文摘要：
Ruien.co是一家立足于电商平台深耕中老年女装的品牌。其创始人三妈虽多年作为家庭主妇没有参加工作，但仍保持了爱学习的习惯，关注市场环境变化，利用闲暇时间培养了对时装穿搭的爱好，常通过网络与时装同好互动交流。三妈通过一边聚焦时装穿搭分享，一边学习内容创作来吸引流量，积累了具有一定规模的粉丝受众。一次偶然的公益行为让三妈认识到了流量变现的机会，随后持续转战微博、小红书、淘宝、抖音等多个数字平台，由图文宣传进化为直播互动，由批发进货发展为自创品牌，团队规模也逐渐壮大，销售额屡创新高。本案例关注到了在数字平台上实现兴趣创业的新兴现象和成功实践，描述了三妈进行兴趣创业的动因，利用数字平台实现兴趣创业的过程和驱动因素，以及三妈在以上过程中跨越多个平台连续转型升级的过程。本案例有助于学员理解兴趣创业的含义、过程和成功因素，理解数字平台对兴趣创业的赋能机制，了解创业者如何通过平台转换实现转型升级的过程。同时，本案例借助一个兴趣创业的成功范例，也为其他潜在创业者未来的创业实践带来启示。
英文摘要：
Ruien.co is a brand that specializes in women's clothing for middle-aged and elderly customers, rooted in e-commerce platforms. Its founder, known as "Sanma," although having spent many years as a housewife, maintained a habit of learning, kept track of changes in the market environment, and cultivated a hobby for fashion and clothing styles during her free time. She often interacted and exchanged ideas with fellow fashion enthusiasts online. By focusing on sharing fashion styles and creating content, Sanma built up a considerable fan base. An accidental charitable act made Sanma realize the opportunity to monetize her traffic. Subsequently, she continuously shifted her efforts to multiple digital platforms such as Weibo, RED, Taobao, and TikTok, evolving from graphic and text promotion to live streaming interactions, and from wholesale purchasing to developing her own brand. The team size gradually expanded, and sales reached new highs. This case study focuses on the emerging phenomenon and successful practices of hobby-driven entrepreneurship realized on digital platforms. It describes the motivations for Sanma's hobby-driven entrepreneurship, the process and driving factors of utilizing digital platforms to achieve hobby-driven entrepreneurship, and the continuous transformation and upgrading process across multiple platforms. This case study helps students understand the meaning, process, and success factors of hobby-driven entrepreneurship, as well as the enabling mechanisms of digital platforms for hobby-driven entrepreneurship. It also provides insights for other potential entrepreneurs through the successful example of hobby-driven entrepreneurship.
适用对象：
本科、MBA、EMBA、高管培训
编写方式：
采编
开发时间：
2023
入库时间：
2024
索要案例使用说明：
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