丰收蟹庄

Fu Jun, the CEO and founder of Shanghai Crab Foods Co. Ltd., had strong relationships with foodies, artists and business managers. Leveraging these resources, he changed the traditional mitten crab industry by creatively applying a gift voucher model. The featured product of Shanghai Crab Foods Co. Ltd. was live mitten crabs. In addition, it developed many other popular products, such as liquor-soaked crabs, sautéed crab roe, and crabmeat dressed with dried scallops. The company’s sales had been steadily increasing for 11 years. However, the gift voucher model was influenced by the eight-point code of conduct issued by the CPC Central Committee Meeting in 2012. Throughout 2013, the company’s sales revenues in Beijing and Shanghai plummeted by over 30% compared with the previous year. At this critical moment, Fu noticed a growing quantity of fresh food sold online. Would “Internet Thinking” help Fu’s company tide over the current crisis? What e-commerce marketing strategy would win over more users? By discussing the achievements, challenges and strategies of Shanghai Crab Foods Co. Ltd., students can gain a better knowledge of the role played by the founder of a new start-up; meanwhile, they can also increase their understanding of the lean startup methodology.