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NEIWAI: Defining Strategies for United States Market Expansion
內容大綱
NEIWAI, a popular Chinese lingerie brand, was founded in 2012. The brand was able to rapidly adapt to both online and offline channels and attracted investment from several top venture capital firms. Being a direct-to-consumer brand, NEIWAI faced various issues like sustainable growth, creating intellectual property protection, and setting pricing limits. To overcome these issues, NEIWAI created offline channels and, at the same time, also planned to enter international markets, starting with the United States. In this scenario, would NEIWAI be able to make its mark in the US market?
學習目標
This case can be used for teaching graduate and postgraduate management courses in entrepreneurship and marketing.<br><br>The case study enables students to do the following:<br><br><ul><li>Analyze NEIWAI’s brand evolution and growth journey.</li><li>Evaluate NEIWAI’s distinct business and marketing communication strategies.</li><li>Assess the changing consumer landscape in China and its influence on NEIWAI.</li><li>Examine the challenges and opportunities that NEIWAI faced in expanding into international markets.</li></ul>