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?
| Original language | English |
|---|---|
| Number of pages | 7 |
| Publication status | Published - 30 Jun 2021 |
Case number
MKT-21-794Case normative number
MKT-21-794-CECase type
Field CaseUpdate date
07/03/2023Supplement
For more details, please visit www.chinacases.orgPublished by
China Europe International Business SchoolKeywords
- 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