Recent years had witnessed the social phenomenon of the rise of Internet brands. Looking at Internet fitness unicorn brand Keep’s brand commercialization process, Keep demonstrated the path of creation, product adjustment and upgrade, and brand extension logic of Internet app brands. Keep started as a single-tool app providing exercise content and data records, and gradually developed into a one-stop fitness and exercise platform by actively adjusting .....more

Teaching note for product W25559.

Hisense Group Co. Ltd. (Hisense) was a leading manufacturing enterprise in the Chinese household appliance industry. In 2010, Hisense began to lay out its online channels. At that time, the same products had different prices in different channels, which caused fierce channel conflicts. To solve this problem, Hisense segmented online and off-line products and took a series of actions to help off-line channels improve efficiency and reduce prices. Therefore, .....more

Teaching note for product W26698.

Beijing’s Palace Museum was facing the threat of becoming irrelevant and obsolete. A former imperial palace, it housed thousands of priceless cultural relics of historical importance and was once a destination in high demand. However, over time, the museum found its popularity with modern youth was waning. To address this problem, the Palace Museum chose to follow in the footsteps of other global museums and in 1998, launched a digital transformation. .....more

Teaching note for product W25395.

Teaching note for product 9B21D009.

At the November 2019 Open Day conference, the vice-president of JD.com shared his understanding of the role that supplier collaboration played in an uncertain environment. Through 15 years of fast growth, JD.com had become the largest business-to-consumer platform in China with more than 30,000 suppliers. Using a boundless retail strategy, JD.com had to build a seamless channel from supplier to customer, which required a close look at how to collaborate .....more

Teaching Note for product 9B17M032.

After several years of effort, Dalian Zhongding Information Co. (DZI) had become the leading prepaid card distributor in Liaoning Province. When government regulations and the rise of online third-party payment options sent the prepaid card business into decline, DZI transformed itself into an online intermediary by building a regional e-commerce platform offering fast home delivery, mainly of supermarket products. Despite its marketing efforts, the .....more