From traditional to O2O : business model transformation of Comagic : a case of supply chain reengineering and operating model reforms /

This teaching case details the experience of Comagic during its business model transformation from a traditional office furniture manufacturer into an online-to-offline (O2O) children's cartoon furniture company. Comagic was founded in 2008. After obtaining market recognition in its early years...

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Bibliographic Details
Main Authors:	Mao, Jiye, 1963- (Author), Xie, Kang, active 2018 (Author), Xiao, Jinghua (Author)
Format:	eBook
Language:	English
Published:	London : Renmin University, 2018.
Series:	SAGE business cases
Subjects:	Business logistics > Case studies. Electronic commerce > Case studies. Furniture industry and trade > China > Case studies. Logistique (Organisation) > Études de cas. Commerce électronique > Études de cas. Meubles > Industrie > Chine > Études de cas. Business logistics Electronic commerce Furniture industry and trade China Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

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Summary:	This teaching case details the experience of Comagic during its business model transformation from a traditional office furniture manufacturer into an online-to-offline (O2O) children's cartoon furniture company. Comagic was founded in 2008. After obtaining market recognition in its early years, the company initiated its first e-commerce attempt in 2011. However, due to incompatibility of production, management, and service methods to the e-commerce model, this endeavor resulted in a resounding failure. Therefore, Comagic revamped its products and production methods. Combining standardized product structure and parts, customized appearance, and do-it-yourself assemblies, Comagic established a swift manufacturing process of mass customization, which could satisfy the needs of e-commerce. In addition, Comagic upgraded its product packaging and adopted a single-order delivery method to meet the requirements of e-commerce and to improve customer satisfaction. However, the ensuing success of online businesses in 2012 caused channel conflicts and led to protests from offline dealers. Comagic responded with another round of transformation and eventually developed its O2O business model. As a result, in 2013, Comagic's online sales during China's "Double Eleven (November 11) Festival" reached 28 million Yuan. Through a detailed description of the company's background, and its major strategic transformations and organizational changes, this case study aimed to illustrate the paths that traditional manufacturers could take toward an e-commerce transformation, as well as the critical success factors uncovered during the process.
Item Description:	Originally Published InMao, J., Xie, K., & Xiao, J. (2018). From Traditional to O2O: Business Model Transformation of Comagic-A Case of Supply Chain Reengineering and Operating Model Reforms. Beijing, China: Renmin University Business School.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references.
ISBN:	9781529764550 1529764556