艾优:颜值差异化战略

Translated title of the contribution: ApiYoo: A New Breed of Entrepreneurship

王高, 朱琼, 张锐

Research output: Other contributionCase Studies

Abstract

Is there any space for startups in a fully matured market where market incumbents are embroiled in cut-throat competition? And if so, how can new entrants carve out a niche? Through its own experience, ApiYoo has come up with an answer of its own. As a 4-year-old startup in consumer goods, ApiYoo has distinguished itself from others in the sense that while most startups begin by concentrating on just one single brand, ApiYoo established seven brands in different market segments. For every new entry, it has adopted a strategy of appearance differentiation. After four years of development, in 2020, it achieved an annual operating revenue of ¥1.2 billion, against its larger ¥10 billion goal for an annual revenue by 2025. Although its strategy of appearance differentiation has borne some fruit, the aesthetic preferences of consumers are subjective and, therefore, highly volatile. How can ApiYoo maintain its competitive advantage? What challenges will it face in realizing an 8-fold growth within five years? Students are expected to answer these questions from the perspective of Zeng Rui, ApiYoo's Founder and CEO.
Translated title of the contributionApiYoo: A New Breed of Entrepreneurship
Original languageChinese (Simplified)
Number of pages13
Publication statusPublished - 30 Jun 2022

Case number

ENT-22-879

Case normative number

ENT-22-879-CC

Case type

Field Case

Update date

15/05/2023

Supplement

For more details, please visit www.chinacases.org

Published by

China Europe International Business School

Keywords

  • horizontal differentiation
  • beauty strategy
  • vertical differentiation
  • Multi-Brand
  • IP
  • D2C

Case studies discipline

  • Entrepreneurship
  • Marketing

Case studies industry

  • Manufacturing

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