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Guanzhan: Designing a New Retail Business Model
內容大綱
Global health and wellness industries worldwide have been changing rapidly. In China, traditional Chinese supplements brand Guanzhan was founded in 2014 with the aim to provide younger consumers with new types of supplements that would satisfy their changing needs. The company employed a “New Retail” model to best serve the targeted consumer groups, who, compared to their older counterparts, knew little about traditional medicine and had higher taste and convenience requirements for supplement products. As of when the case was written, Guanzhan's ready-to-eat fish maw products had become one of the leading supplement product categories in the Chinese market. Looking into the future, the company sought to expand their footprint offline and develop new products that would satisfy the offline markets.
學習目標
This case is suitable for graduate and undergraduate courses on digital marketing, retailing, and digital transformation. After working through the case and assignment questions, students will be able to<ul><li>understand the concept of New Retail;</li><li>identify the underlying pillars of the New Retail model;</li><li>understand the difference between the concepts of New Retail and omnichannel retail; and</li><li>identify opportunities and challenges associated with online companies’ expansion offline.</li></ul>