In January 2015, the founder and chairman of Sunyuki Agricultural Co., Ltd. (Sunyuki), was considering a major change to his company. Founded in 2010, Sunyuki was one of the first online fresh-food retailers in southwest China, providing safe, fresh, organic foods to high-end consumers who had a strong preference for high dietary quality. Since its launch, Sunyuki had achieved soaring average annual growth rates of almost 100 per cent. However, it was becoming difficult to attract new customers through online channels alone. Therefore, the founder was considering the option of opening physical stores as an off-line channel to complement the company's successful online sales and distribution channel. Because of rapid growth in the fresh-food industry and intensifying competition, the founder needed to carefully consider the company's next steps. If Sunyuki opted to expand off-line, how should it proceed? Specifically, how should the company manage a new online and offline strategy in an omnichannel sales and distribution environment? Shilei Yang is affiliated with Southwestern University of Finance and Economics. Jing Chen is affiliated with Dalhousie University.

【書誌情報】

ページ数：18ページ

サイズ：A4

商品番号：HBSP-W20514

発行日：2020/6/22

登録日：2021/2/19