AK Club(B):淘品牌的逆袭解困

Translated title of the contribution: AK Club (B): Upmarket Endeavors of an Online Apparel Brand

周东生, 赵子倩

Research output: Other contributionCase Studies

Abstract

This case series includes two cases, with case A introducing an ambitious new online apparel brand AK and its newly recruited CEO, and case B telling the story of its up-market initiatives against the online shopping trend. Against the backdrop of online shopping’s explosive development and the emergence of countless original online brands, the story of AK Club is a representative and interesting example. The dilemma of the protagonist company was that it was forced to forgo its initial mid- to high-end positioning, even though it retained a very famous international design director, to increase its appeal to online shoppers, who were used to seeking low-price, value-for-money products from online shops. However, this strategy was not sustainable, as a vast number of mid- to low-end brands were copying each other and trying to survive through low pricing. No brand, not even AK, could survive in this vicious circle. What could AK do to avoid being carried away from its original aspirations and tastes? How could AK survive in such an adverse environment for online original brands? This teaching note highlights the application of game theory in the marketing framework.
Translated title of the contributionAK Club (B): Upmarket Endeavors of an Online Apparel Brand
Original languageChinese (Simplified)
Number of pages18
Publication statusPublished - 30 Jun 2019

Case number

MKT-18-564

Case normative number

MKT-18-564-CC

Case type

现场案例

Update date

2018-10-26

Published by

中欧国际工商学院

Keywords

  • 原创
  • 品牌
  • 定位
  • 服装
  • 淘品牌

Case studies discipline

  • Marketing

Case studies industry

  • Manufacturing

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