Abstract
The case covers the rise of Idle Fish, Alibaba's second-hand e-commerce platform. It describes Idle Fish's three stages of development. Initially established as a reselling community in 2014, it later engaged its community more deeply, establishing a business model driven by users and products. By 2017, it reached a penetration rate of nearly 80% to lead the market despite being a late entrant. Facing competition from Zhuanzhuan, it adopted a platform-oriented approach to maintain its competitive advantages by enriching product categories and business frontiers under a light-operation model. However, with an industry-wide slowdown and public scrutiny over its business integrity, the company faced many challenges. How should Idle Fish navigate these choppy waters?
| Translated title of the contribution | Idle Fish: The Evolution of Alibaba's Used Goods Platform |
|---|---|
| Original language | Chinese (Simplified) |
| Number of pages | 11 |
| Publication status | Published - 30 Jun 2021 |
Case number
ENT-21-825Case normative number
ENT-21-825-CCCase type
Field CaseUpdate date
03/04/2022Supplement
For more details, please visit www.chinacases.orgPublished by
China Europe International Business SchoolKeywords
- Strategy
- business model
- Business Models
- second hand
- re-sale
- e-commerce platform
- Alibaba
- Idle Fish
Case studies discipline
- Entrepreneurship
- Marketing
- Strategy
Case studies industry
- Retail Trade
- Professional, Scientific, and Technical Services