Abstract
One day in October 2012, Mr. ZHANG Huijun, Founder of Wine9.com, a leading vertical e-commerce business in China’s wine industry, was speaking with dealers about the possibility of franchising. Mr. ZHANG realized that the vertical wine e-commerce market would hit a ceiling in the next two years, due to the low growth rate of online wine consumption as well as changing consumer habits. Wine9.com would need to explore a new growth model. Mr. ZHANG was hesitant about whether Wine9.com should penetrate the larger liquor market, but he had already started expanding the business offline to become an Omni-channel wine retailer. Regarding the strategic transition from online to offline, Wine9.com had no formula to draw on. How should the company meet the challenges that are looming large? How should it weigh the dealership model against the franchise model? Will Wine 9.com be able to blaze a new trail to rapid expansion?
| Translated title of the contribution | Wine9.com: E-Commerce Going Offline |
|---|---|
| Original language | Chinese (Simplified) |
| Number of pages | 2 |
| Publication status | Published - 11 Jul 2015 |
Case number
ENT-14-278Case normative number
ENT-14-278-CCCase type
现场案例Update date
2016-06-23Published by
中欧国际工商学院Keywords
- 分销
- 商业模式
- 电商
Case studies discipline
- Entrepreneurship
- Strategy
Case studies industry
- Information, Media & Telecommunications
- Retail Trade