"Diversified retail" to build distribution brand of liquor industry : Jiuxian /
This case describes the process of Jiuxian building its own brand and developing live e-commerce. Since its establishment in 2009, Jiuxian has maintained its position as a liquor distribution enterprise and continues to explore the path of brand building, making the brand strategy one of the group&#...
| Main Authors: | , , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
Renmin University,
2022.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | This case describes the process of Jiuxian building its own brand and developing live e-commerce. Since its establishment in 2009, Jiuxian has maintained its position as a liquor distribution enterprise and continues to explore the path of brand building, making the brand strategy one of the group's core strategies. During the epidemic, Jiuxian actively tried new business forms, live e-commerce included, which further improved the company's online and offline retail network and boosted the brand development. Based on its supply chain advantages, product development capabilities and big data technology capacity accumulated over many years in the industry, Jiuxian has developed more than a hundred "Internet pop-ups", behind which lies not only a product-based commitment, a strategy guided by data and technology, but also the innovative spirit of exploring new retail channels. By describing the brand development process of Jiuxian, this case attempts to present the motivations of brand development of companies in distribution industry, the R&D capabilities and Internet technology needed to cultivate brands and the significance of new retail channels such as live e-commerce for brand development. |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781529623079 1529623073 |