环莘:是否转战共享童车?

Translated title of the contribution: Huanxin: Pivoting to Shared Strollers?

周东生, 阮丽旸

Research output: Other contributionCase Studies

Abstract

This case relates to Shanghai Huanxin Electronic Technology Company (hereinafter "Huanxin"), and discusses the company’s decision to launch a new scheme for shared strollers. Huanxin, established in 2012, initially focused on providing technologies and services for government-funded public bicycle programs and metro cards. In 2016, following the arrival of bike-sharing in China, Huanxin rolled out its own scheme called '100Bike'. However, it was very short-lived. The company subsequently launched "Share++", an IoT SaaS platform for business customers which aimed to make their products and services (such as umbrellas) available for sharing. However, “Share++” soon encountered difficulties, including customer acquisition challenges and high operating costs. Therefore, Zhao Wei, CEO of Huanxin, decided to focus on a specific segment. By chance, he had heard his family complaining about the lack of baby strollers available for rent when they went on holiday. This inspired him with the idea of launching a stroller rental scheme. Should Huanxin enter into this new market?
Translated title of the contributionHuanxin: Pivoting to Shared Strollers?
Original languageChinese (Simplified)
Number of pages8
Publication statusPublished - 30 Jun 2021

Case number

MKT-21-794

Case normative number

MKT-21-794-CC

Case type

Field Case

Update date

07/03/2023

Supplement

For more details, please visit www.chinacases.org

Published by

China Europe International Business School

Keywords

  • Marketing Strategy
  • franchise system
  • market segments
  • Market segment
  • sharing economy
  • stroller-sharing

Case studies discipline

  • Marketing
  • Strategy

Case studies industry

  • Professional, Scientific, and Technical Services
  • Other Services
  • Utilities

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