China's gold jewelry market was for a long time very homogenous: brands all offered very similar products and provided discounts to gain a competitive advantage. For many years, even Chow Tai Fook (hereinafter 'CTF'), an industry leader that boasted superior product design and craftsmanship, suffered from low profit margins and sluggish sales growth. Furthermore, CTF's competitors constantly tried to mimic its pricing and sales strategies to seize market share. It was against this backdrop of fierce competition that CTF launched the HUÁ Collection in September 2017. The new collection targeted the high-end market and was a resounding success, as well as an industry game-changer. However, as the HUÁ Collection gained market share and production scaled up, this gave rise to new challenges: How could CTF disrupt the homogeneous gold jewelry market through brand innovation? How could it maintain HUÁ's brand value while scaling up production? Moreover, how could it respond to an endless stream of imitation products and plagiarism?

This case focuses on the challenges and key decisions facing Winner Technology Co., Ltd. (hereinafter referred to as Winner Technology or Winner) when shifting from selling brick-and-mortar retailers traffic analytics systems to providing them with big data services. Founded in 2004, Winner Technology had become the leader in the Chinese traffic analytics system market. However, with shifting consumer behaviors and the recent advancement of technologies such as big data and artificial intelligence, Zhang Hongjun, Chairman and CEO of the company, was keenly aware that simple traffic data analytics could not keep up with retailers' growing needs, while the application of big data in the retail industry brought about tremendous opportunities. Therefore, in 2015, Winner Technology established winneryun.com, a platform to marshal traffic data in the Chinese retail industry, and launched enhanced big data services based on these data resources at the end of 2018. However, the new big data services have received mixed responses from the market. Zhang and his executive team have identified two fundamental issues that the company needs to address: What kind of revenue model should be adopted for big data services? And how can Winner cultivate the market?