Guanzhan: Designing a New Retail Business Model

Chunmian Ge, Xiao Xiao, Ning Su, Junhui Jiang, Binger Lin

Research output: Other contributionTeaching case

Abstract

This is a Simplified Chinese version. Global health and wellness industries worldwide have been changing rapidly. In China, traditional Chinese supplements brand Guanzhan was founded in 2014 with the aim to provide younger consumers with new types of supplements that would satisfy their changing needs. The company employed a 'New Retail' model to best serve the targeted consumer groups, who, compared to their older counterparts, knew little about traditional medicine and had higher taste and convenience requirements for supplement products. As of when the case was written, Guanzhan's ready-to-eat fish maw products had become one of the leading supplement product categories in the Chinese market. Looking into the future, the company sought to expand their footprint offline and develop new products that would satisfy the offline markets.
Original languageChinese (Simplified)
Publication date8 Feb 2024
Place of PublicationLondon, ON
PublisherIvey Publishing
Number of pages14
Publication statusPublished - 8 Feb 2024

Bibliographical note

Case-Reference no. W37473 Simplified Chinese language

Keywords

  • Digital marketing
  • Digital strategy
  • New retail
  • Omnichannel retailing
  • Information systems
  • Marketing

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