Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll
商品編號：W25204
出版日期：2021/09/20
再版日期：2021/04/11
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Field)
涵蓋議題：online and offline;marketing;catch doll
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：China
產業：Arts; Entertainment; Sports and Recreation
事件年度：2020
Dalian Xinyi Electronics Co., Ltd. (Dalian Xinyi), founded in 2014 and based in the province of Liaoning, China, had created a catch doll brand, Paw Toy, and operated more than 10 physical catch doll stores across the country. To deal with fierce competition from offline competitors, Dalian Xinyi had developed an online claw game application (app) in 2018 and had become a domestic Chinese catch doll brand, operating both an online app and offline stores. Although the performance of the online catch doll app was improving, especially in the context of the COVID-19 pandemic, Zefei Su, the founder and president of Dalian Xinyi, knew that the online app still faced design flaws such as a lack of ranking and sharing functions, problems with simple brand promotion strategies, and fierce competition from other online catch doll apps. Su was facing an important decision concerning Dalian Xinyi’s future: Should the company return its focus to the operation of offline catch doll stores, even while online catch doll gaming seemed to be a future trend?
教學手冊：Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll - Teaching Note
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