This case describes the development of Natural Factory's social e-commerce model, the role of CSR in the founding of that model, as well as its successes and limitations. In 2018, Natural Factory boasted a turnover of more than 600 million, and by January 2019, it had accumulated nearly 6 million purchasing users and over 27 million followers. Despite the impressive growth, Natural Factory was struggling to acquire new users. Marketing products directly to end-consumers would allow the company to break through this bottleneck quickly but at the expense of the small-scale merchants to whom the company owed its success. Founding CEO Su Lujiang faced a serious dilemma: how could the company continue to acquire new users without alienating the old ones?

【書誌情報】

ページ数：14ページ

サイズ：A4

商品番号：HBSP-CB0048

発行日：2020/6/30

登録日：2021/4/14