學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Kuaishou: Developing a Livestreaming E-Commerce Business
內容大綱
As a leading short-video social and livestreaming app in China, Kuaishou Technology’s Kuaishou application (app) was facing various challenges, including fierce competition from ByteDance Ltd.’s Douyin. In June 2018, to sustain its long-term growth, Kuaishou needed to evaluate the possibility of entering the livestreaming e-commerce market, as livestreaming was becoming one of the hottest ways to sell to Chinese consumers. The co-founder and chief executive officer of Kuaishou Technology needed to decide whether Kuaishou should launch a livestreaming e-commerce business. If so, should Kuaishou cooperate with an existing e-commerce platform or build its own e-commerce ecosystem? What potential challenges might Kuaishou face in its livestreaming e-commerce business expansion?
學習目標
This case is suitable for undergraduate- and graduate-level courses in operations management, marketing, e-commerce, and strategy management, particularly in a section that discusses e-commerce. It will also be helpful for classes on brand management and supply chain management. The case asks whether a short-video company should enter the livestreaming e-commerce market to manage challenges and sustain long-term growth. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the development status of the Chinese short-video industry, and explain the factors driving a leading short-video app to launch a livestreaming e-commerce business;</li><li>Identify the opportunities and challenges faced by a short-video company in retaining existing users and expanding its business by entering the livestreaming e-commerce market;</li><li>Consider and discuss how a short-video company should implement an e-commerce strategy.</li></ul>