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?
大连鑫谊:从线下抓娃娃游戏拓展到线上抓娃娃游戏 Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll (Simplified Chinese version)
Yanhong Guo, Baolu Wang, Deming Kong
Product #:W34603
Supplier:Ivey/CMCC
Discipline:Marketing, Strategy
Setting:China, 2020
Subjects:
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Learning Objectives
- 比较和对比“爪e玩偶”品牌的在线应用和线下门店的特点。
- 掌握顾客让渡价值理论，并根据该理论解释顾客选择产品或服务的原因。
- 明确社交媒体营销的组成部分，并根据获取、激活、保留、推荐和收入 (AARRR) 模型为在线游戏应用程序推荐社交媒体营销策略。
- 探索首席执行官可以根据他们对公司未来的愿景采用的增长战略。
- 解释如何战略性地结合线上和线下渠道，使其相互补充并带动双方的发展。
This case is suitable for use in undergraduate- and graduate-level courses on marketing management, where it can be used to illustrate and discuss network marketing and strategic choices. By reviewing the development process of Dalian Xinyi, students can understand features of online and offline catch dolls, learn why customers select online and offline catch doll games and how to promote a catch doll brand through social media, and identify the strengths and weaknesses of online and offline strategies. After working through the case and assignment questions, students will be able to do the following:
- Compare and contrast the characteristics of the Paw Toy brand’s online app and offline stores.
- Master the customer delivered value theory and, based on this theory, explain why customers choose a product or service.
- Identify the components of social media marketing, and recommend social media marketing strategies for an online gaming app based on the acquisition, activation, retention, referral, and revenue (AARRR) model.
- Explore the growth strategies chief executive officers can employ based on their vision for their company's future.
- Explain how to strategically combine online and offline channels so that they complement each other and lead to the other's development.