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2023 | Book

Innovation of Digital Economy

Cases from China

Editors: Jianlin Zhang, Kezhen Ying, Kanliang Wang, Zhigang Fan, Ziyi Zhao

Publisher: Springer Nature Singapore

Book Series : Management for Professionals


About this book

This book presents a rich selection of 36 real-world cases on how organizations in China explore the new growth pattern, business model innovation, and digital transformation in digital era. The topic of cases varies from digital marketing and Internet brands, the growth of digital platforms, digital transformation and the industrial Internet of things, strategies for cross-border e-commerce companies, and business model innovation in digital era, etc. These cases stem from a diverse set of industry sectors, reporting on best practices and lessons learned. The book shows how organizations strive to find new ways to develop and create new paths to grow in a digital world and shares essential practical insights into digital economy. All cases are presented in a standardized structure in order to provide valuable insights and essential guidance for practitioners, scholars as well as general readers.

Table of Contents

Rooted in Medical Skills, Came Out of Benevolent Hearts: The User Growth Strategy of DingXiang Doctor Platform

20 years ago, Li Tiantian, a student of Harbin Medical University, founded the medical literature search website DingXiangYuan (, with the aim to assist his studies. He, then, gradually developed DXY into a professional medical communication website and forum. In 2014, Li Tiantian finally decided to bring “patients” into the online ecosystem of DXY. “Dingxiang Doctor” was founded as a platform to help patients inquire about professional information and communicate directly with excellent doctors online. Dingxiang Doctor designs a wide and deep layout on its new media channel, which facilitates its rapid growth. It only took 6 years to become the No. 1 new media platform for medical and health care in China. Now it has more than 50 million active users on all platforms. How does DingXiang Doctor use DXY’s professional endorsement and content operations to ignite the growth of the platform; and how it can expand new path for value creation through platform empowerment?

Ziyi Zhao, Zhijing Niu, Yulu Yan
Sootoo Network: Technology-Driven Business Model Change of New Media Enterprises

The mobile Internet ecosystem with WeChat, Toutiao, and Tiktok as platforms is accelerating the transformation of new media and new marketing formats. With the development of mobile Internet, big data, and artificial intelligence, technology is driving the continuous innovation and organizational transformation of new media. Beijing Sootoo Network Technology Co., LTD. (hereinafter referred to as “Sootoo Network”) has been constantly innovating since its establishment for 12 years, insisting on the accumulation and precipitation in the direction of new media operation, content marketing, and technology upgrading. Taking Sootoo network as a typical case, this article studies its existing business organizational changes, industry background, and problems faced by the organization. We also pay attention to how sootoo network explores favorable business opportunities in advance under the specific market environment, and can quickly transform and upgrade when every “tuyair” comes.

Xusen Cheng, Bo Yang, Kanliang Wang
“Cloud Matching Promotes Trade Investment”: The Breeding Road of Jutong Talent Network

Digital economy has become an important engine driving the high-quality development of China's economy. How to better assist foreign trade enterprises to carry out overseas business with the help of digital technology, and help international students to carry out professional internships, employment practices and other activities are urgent problems to be solved during the epidemic. This case tells a story about the Jutong Talent network platform (Jutong for short) that professor Duan Wenqi led and Hangzhou Xinzhishuo Big Data Technology Co., LTD., in order to serve foreign trade enterprises and international students to achieve human-enterprise matching and win- win cooperation. The case takes the emergence and development of the platform as the main line, and expounds the process of the platform from discovering opportunities in the context of the epidemic to proposing new ideas for the development of contactless foreign trade, thus constructing the service structure of the Jutong platform, and formulating operation strategies to promote the platform. Through case study, we can comprehensively and systematically grasp the relationship between platform ecosystem and its members, learn to build platform service architecture based on user demand list, apply platform ecosystem thinking to the promotion and operation of platform enterprises, and improve the operation efficiency of enterprises.

Wenqi Duan, Xiaohui Dai, Wenting Ding, Zhifang Yu
Crossing the Gap: Kang Nai Xin Reconstructed the Closed Loop of Its Business Model

Jiangsu Kang Nai Xin Advertising Co., Ltd. was established in 1998, and has now developed into a media agency that has signed contracts with many radio and television groups in Jiangsu, Hunan, Zhejiang, Anhui, Tianjin, Sichuan, Jiangxi, etc. Such an advertising agency started the jewelry business in 2015, and then embarked on the road of wine e-commerce in 2017. The exploration of Kang Nai Xin's business model needs to bridge the gap between value creation and value capture, which is a problem and a driving force. This case aims to let learners understand the mechanism and path of scalable closed-loop construction between value creation and value capture in business models.

Yongfa Li, Hengyang Kong, Yufan Hou, Yanlin Jin
Codoon: The Gamification Experience as the Cornerstone of Consumer Loyalty

Godoon is a sports social media platform with more than 200 million users. After 12 years development, from a simple pedometer transformed to an one-stop intelligent motion platform with accurate precise sports records, sports events, activities, community and sports equipment seller and professional training courses. This case mainly introduces the development and growth process of Godoon since its establishment in 2010, and briefly describes how Godoon adjusts relevant business strategies as the environment changes. The case mainly introduces how Godoon Sports creates the virtual online experience based on consumer demand through gamification, constantly creates multi-dimensional values for customers, thus building customer loyalty. Under the guide of consumer experience model, game thinking and customer loyalty model in the Internet, the users of Godoon exercise habit incentive mechanism and the analysis of the online real-time sports events, and insight into the Internet companies in the elements of building customer loyalty and build online consumer experience and patterns, solve the confusion of enterprises in the process of user stickiness and mining customer value.

Yawen He, Huiqin Zhang, Yu Wang
ZongTeng Group: Fighting Against the COVID-19 Pandemic, and Being the Hero in Harm's Way of Cross-Border E-commerce Logistics

Cross-border e-commerce is becoming increasingly popular around the world. While COVID- 19 suddenly broke out at the beginning of 2020, which brought a huge negative impact to both traditional foreign trade enterprises and cross-border e-commerce enterprises. However, Zongteng group has kept growing in this crisis. The order volume of Guantong distribution platform increased by 328%, the registration volume of sellers increased by 540%, and the transaction volume of its platform increased by 436%. It's worth thinking about the reason why Zongteng group is able to do this. We firstly discuss the opportunity and challenge caused by COVID- 19 in 3 stages. Secondly, we analyze different coping strategies and actions of Zongteng group at different stages. The results offer important insights into how to best manage sudden crisis for cross-border e-commerce companies.

Ying Wang, Shuying You
Digital Marketing Transformation of Down Clothing Brand Under “New Retail+Live Broadcast”

With the application of digital technologies such as Internet, big data and cloud computing, as well as the rise of live delivery and short video marketing, textile and garment e-commerce has undergone great changes. The industry presents the integration of outgoing lines, online and offline. The “social+content+e-commerce” model has become a breakthrough, and the market has sunk to third and fourth tier cities and digital transformation. Textile and clothing has become the largest category of e-commerce live broadcast, which can effectively alleviate the pain point of online shopping through multi-dimensional display and strong interaction of live broadcast. The essence of digital transformation and upgrading is to comprehensively digitize the industrial chain by using digital technology driven by end consumer demand. Digital marketing is the first step of enterprise digital transformation. Through the precipitation analysis of a large number of sales data, it can guide the business links such as enterprise R & D and production. How to promote the digital transformation and upgrading of down brand enterprises under the trend of new retail and e-commerce live broadcasting?

Guxian Miao
Value Co-creation of Community E-commerce Platform: How Does Bilibili Balance Between Content and Commercialization?

With the rise of social e-commerce, community e-commerce which is driven by content emerges and is fundamentally changing people's life. Community e-commerce have advantages of community and e-commerce, which also have the risk that communities will be overexploited. How to balance between content and commercialization? This is the key problem for the development of community e-commerce. Bilibili was founded in 2009, which is a leading video community with a mission to enrich the everyday life of young generations in China after twelve years of growth. According to the third quarter 2021 financial results, average monthly active users (MAUs) reached 267.2 million, and mobile MAUs reached 249.9 million. Users spent an average of 88 min per day on Bilibili, the longest time they have seen in their operating history. The company is listed on the Hong Kong stock exchange for a Secondary Listing in March 2021. However, Bilibili is facing with an unavoidable problem: loss! Why can Bilibili be recognized by the capital market even in a state of continuous loss? In the face of continued losses, how does Bilibili alleviate the anxiety between content and commercialization? Has Bilibili found a way to break the balance between content and commercialization?

Lu Sun, Jiahui Zhang, Juping Shou
Shanghai APCOM: The Transformation of Traditional Foreign Trade Factories to Cross-Border E-commerce from 0 to 100 Million

Shanghai APCOM Compressor Machine Co., Ltd. is a typical manufacturing factory in China. It was established in 2005 and is a high-tech enterprise engaged in the R & D, manufacturing and sales of air compressors. Previously, APCOM mainly relied on the traditional foreign trade mode of offline exhibition channels. In 2017, it began to try cross-border e-commerce. At the initial stage, it experienced failure. Xu Jingqian, general manager of the company, learned cross-border e-commerce operation from zero basis. At the beginning of 2020, under the background of COVID-19, apcom’ foreign trade has fully turned online. The cross-border e-commerce platform has hundreds of inquiries every month, bringing about 60 million orders in six months. After two years of operation, its store ranked fourth in the machinery category of Alibaba international station, becoming a typical representative of the successful transformation from a traditional industry and trade integrated enterprise to a cross-border e-commerce enterprise.

Shuai Gao, Wenxing Wang
Lin Qingxuan: The Way to Survive in the Dark

The sales of cosmetics industry was supposed to peak during the Spring Festival and Valentine's day. However, in early 2020, the number declined greatly during the COVID-19 pandemic, as cosmetics retailers were mainly offline. This case describes the process of how Shanghai local cosmetics brand Lin Qingxuan, who was blocked by the pandemic outbreak, rejuvenated after carrying out network marketing when the industry plummeted. This case inspires students to think about the methods and strategies of carrying out network marketing.

Juan Tang, Jingxian Liu, Yanxi Chen, Rui Xu
Can Digital Agriculture Realize the Sustainable Development of Rural E-commerce?

E-commerce of agricultural products is the earliest application of digital agriculture. In 2007, L County opened its first Taobao store. In the past 15 years, L County has developed into a nationally famous rural e-commerce demonstration county, forming a nationally famous nut e-commerce industry cluster, and driving the local economic development through the nut e-commerce industry. In this process, it also encountered the problems of coordinated development with the environment and industrial upgrading and transformation. Through the long-term follow-up investigation of local governments, enterprises and farmers, it is found that the digital application of pecan industry in L County can be divided into three stages, which has a positive and negative impact on economic development, ecological environment and social governance. So how to realize the sustainable development of rural e-commerce with the help of digital agriculture?

Xueyan Yang, Yueli Zhang, Lanying Li
Moses: Digital Intelligence Empowers More Than 10,000 Express Outlets to Solve the Last 100 M Delivery Problem

Moses was born in Tonglu, Zhejiang, the “hometown of express delivery in China” in 2016. It is a platform company that provides end-to-end public distribution and automated sorting services for express outlets in fourth and fifth tier cities, rural villages and towns. In order to solve the problems of low efficiency, high cost, difficult retention and ineffective management of express outlets under the background of e-commerce, Moses empowers express outlets with digital technologies such as software and hardware and a Innovative sharing model to improve the intelligence and efficiency of terminal outlet management. Moses can provide users with better services at lower cost and higher efficiency. In just 5 years, Moses has covered more than 20 provinces and cities, cooperated with 10,000 outlets, processed millions of express deliveries and served tens of millions of users every day, becoming the leading third-party express terminal service brand in China.

Shuai Gao, Junfeng Lu, Bin Chen, Shaoqing Zheng
YI Group: Three Sectors to Create an Internet Medical Ecosystem

In 2010, the Chinese people were facing the dilemma of “difficult to see a doctor and expensive to buy medicine”. In order to solve this medical problem that bothered the Chinese people, Yu Gang and Liu Junling created the 1 medicine network sub channel in the online supermarket store 1 they founded. In 2015, Yu Gang and Liu Junling left store 1 to operate 1 medicine network independently and founded YI group, this has opened the exploration road of YI group (1 drug network). After years of development, YIgroup has formed “1 drug network”, “1 diagnosis” and “1 drug city” The business model of the troika driving hand in hand has also formed an internet medical ecosystem with mutually beneficial coexistence of pharmaceutical enterprises, pharmacies, hospitals, other drug distributors and customers. So, how does YI group expand its business step by step? How to use science and technology to realize the Internet Medical ecosystem?

Jie Zhang, Xiaolin Ding, Yanjun Lu, Runbo Wang, Yizhen Wang
The Rapid Rise of Social E-commerce Pinduoduo—An Analysis of Its Business Model

In the era of digital economy, the e-commerce industry is developing rapidly. As a dark horse under the social dividend in the mobile internet era, Pinduoduo went public in the United States only three years after its establishment, and its market value reached trillions only five years after its establishment. Based on this, this paper combs the relevant research on business model innovation by domestic and foreign scholars, and analyzes the development path of Pinduoduo’s business model based on relevant theories.

Peiqiang Li, He Hu
From the Peak to the Mire, How Should the Straggling TuNiu Break Through?

16 years ago, Yu Dunde, who loves websites and tourism, saw business opportunities in the online tourism market, so at the age of 25, he and his partners founded TuNiu, an e-commerce website for tourism products. TuNiu initially grew very fast because of its unique customized tour. In 2010, its sales performance reached 400 million yuan. It took only eight years to successfully list on NASDAQ in 2014. Through perfect human resource training mode, innovative marketing mode and excellent brand creation scheme, TuNiu once ranked among the forefront of China's online tourism industry. However, changes in high-level personnel, intensified competition in the industry and the arrival of COVID- 19 have led to tight capital chains, declining market share and declining share prices. How can the way cattle realize self-help with the tide of the times in the personalized era, and how can the market be recovered?

Wenze Huang, Yulin Zhang
The Remarkable Transformation of Cross-Border E-commerce Service Providers Named Cifnews

Cifnews has become one of the largest traffic entrances in the field of cross-border e-commerce in just seven years. Through online and offline diversified activities, it interacts with cross-border e-commerce sellers in an all-round way, excavates demand, actively links various entities such as upstream and downstream service providers and suppliers in the industrial chain, integrates resources, breaks through barriers, and forms an ecosystem with Cifnews cross-border platform as the core and multi-party participation, so as to enable cross-border e-commerce brands to go overseas. From cross-border e-commerce new media, cross-border e-commerce intelligent service platform, to brand overseas industrial internet platform, Cifnews has gained keen insights into the development trend of the cross-border e-commerce industry. It also continually adjusts its positioning and development strategy, and empowers the various roles of its links, as well as its evolutionary path, all of which are worth exploring.

Zhigang Fan, Huijing Sun, Xuanshun Zhai
POP Mart: How to Maximize IP Value in the Field of Art Toy?

Pop Mart was established in 2010 and launched the first fashion toy blind box in 2016. As the pioneer of domestic art toy track, it has set off the trend of blind box sales, and gradually expanded into an IP operation platform company of the whole industrial chain. Pop Mart tamps the competitive barriers by deeply cultivating IP innovation and fan operation ability, and forms diversified liquidity through an integrated platform of IP precipitation, online and offline terminal retail and community interaction. Among them, IP reserve is the core “moat” of Pop mart, and how does Pop Mart maximize its IP value?

Xiaoxia Sun, Yu Jin, Xiaoxin Huang
Looking at the Life Cycle of Koala, Where is the Next Breakthrough for Cross-Border E-commerce?

Under the trend of trade globalization, cross-border e-commerce has developed rapidly, and shopping forms such as overseas shopping and overseas purchasing are popular. NetEase Haigou takes its self-operated supply chain procurement method as its core competitiveness. In a very short period of time, it has grown into the largest cross-border e-commerce platform in the industry, and its development history is highly representative of cross-border e-commerce analysis. This case first analyzes the establishment background and operating mode of NetEase Koala, and divides its growth period into two stages: stable status and comprehensive expansion, and then analyzes the decline period of koala from the two levels of “stalemate” and “life and death”, and finally summarize the reasons why NetEase Group sold koalas.

Ying Yan, Xiaofeng Shang, Yunxia Feng, Li Zhang
The Innovative Development Road of Wenzhou E-commerce Park: The Practice of Xingdao E-commerce Industrial Park

In the background of “Internet+” wave, e-commerce industrial park has become an important carrier of e-commerce development, vigorously developing e-commerce and building first-class e-commerce industrial park is of great significance to urban economic development. This case describes the background, current situation and history of Xingdao E-commerce Live Industrial Park, and shows the operation plan of Xingdao E-commerce Live Industrial Park to the readers. Through the description of the operation mode, function positioning, service scope, support policy and profit model in the development process of Xingdao Live Industry Park, it provokes readers to think about how to follow the trend of the times and develop innovatively in the new environment of “Internet+”, and then explore how other cities can learn from Xingdao Live Industry Park The book also explores how other cities can learn from Xingdao Live Industry Park to break through the bottleneck and get out of their own innovative path of e-commerce. The case of Xingdao Live Industry Park has an important reference value for the development of other e-commerce industrial parks.

Chenqing Su
KZTON Enables Cross-Border E-commerce Export with Intellectual Property Services

Intellectual property rights are playing a more and more important role in stimulating innovation building brands, standardizing market order and expanding opening to the outside world. Facing the pain points of cross-border export enterprises in the process of business development, such as low product added value, intellectual property disputes and few independent brands, the first cross-border intellectual property service platform in China, KZTON came into being in 2016. Based on the market demand, KZTON has built a multi-disciplinary knowledge service system such as trademark service, patent service, copyright service, brand design service, foreign-related legal service and scientific and technological consulting service, which builds an e-commerce system of “Internet + IP” to carry out business, and effectively promotes the growth of cross-border e-commerce export enterprises by integrating various professional service subjects and implementing foreign-related online business legal service mode.

Xiutian Zheng
Stitch Fix DTC Business Model Innovation Path Based on Data Driven

Using the interpretative case analysis method, through the collection and analysis of second-hand data, and based on the four element theoretical model of business model with technological innovation as the core, this paper describes the DTC model innovation process of clothing vertical e-commerce stitch fix with the help of data science. The case mainly introduces and shows the development process and key success factors of stitch fix in recent 10 years from four aspects: customer value proposition, key processes, key resources and profit model, that is, the data model algorithm runs through all processes of the company's business, and improves the accuracy of personalized recommendation system, the sustainability of subscription service and the efficiency of logistics optimization, It has certain reference significance for Chinese garment enterprises to carry out digital transformation with the help of e-commerce platform.

Wenhua Li, Lu Sun
Charity Blockchain: The Practice of the Public Trust by China's No. 1 Public Welfare Digital Platform

The “Internet plus public welfare 3.0 era” featuring “universal participation” and “joint creation” has arrived. However, the issue of trust in public welfare has become increasingly prominent. How to build a trust mechanism has become an urgent and important issue, so as to stimulate the good energy of the Internet plus public welfare and promote the iteration and upgrading of the public welfare model. On September 5, 2019, Alibaba Public Welfare and Ant Financial blockchain team launched the “Charity blockchain"(CBC) for the first time. Its purpose is to provide public welfare organizations and public welfare projects with open and transparent systematic solutions. It is currently the first domestic full link that can trace the whereabouts of donations to innovative technology platforms. CBC is committed to promoting public transparency and public trust, and has become the number one public welfare digital platform on the Internet. So, how does CBC proceed from the realistic demands of the development of a harmonious society in contemporary China, build a sound and scientific public welfare process and standard scheme based on blockchain technology and platform, practice the original aspiration of public welfare, take responsibility for trust, and build a sound public welfare system?

Junxin Yan, Minjun Teng, Shiting Lin
Zall Smart Commerce: Intelligent Link Ecology Leads the Transformation Towards Industrial Internet

Adhering to the business philosophy of “linking world business with intelligence and creating value with services”, Zall began the transformation towards industrial Internet in 2015. In a short span of six years, Zall has implemented a comprehensive trading service platform to build up the smooth flow of information, logistics and fund. This platform empowers the industry chain with digital technologies, promotes business evolution and business innovation. Zall has driven value co-creation through industrial integration and gradually expanded its own core competitive capability. Through the evolution of Intelligent Link Ecology 1.0 into 3.0, Zall has become a leader and pioneer in the field of industrial Internet.

Pingfeng Liu, Han Gao, Jiaxian Huang, Hongfu Yu
FOMDAS FOODS: Digital Marketing Pioneer

Zhejiang Fengdao Food Co., Ltd. is now the world’s largest canned orange production and export enterprises, accounting for 13% of total exports; The company’s main customers are domestic and foreign customers (annual exports of about 50 million US dollars) and suppliers of raw materials in the upper reaches of the supply chain (the company buys agricultural raw materials nearly 100 million yuan per year). In daily operation, the company uses cloud, big data and other digital technology to improve the internal office capacity, improve work efficiency, use digital marketing services, and use digital technology to achieve energy-saving green environmental protection. So how does such a can production-based enterprise, under the impact of the epidemic, through innovation and digital marketing services to get out of the enterprise’s predicament, improve the competitiveness of the enterprise?

Lan Shen
Xiaomi: How Do the World’s Top Enterprises for Product Ecosystem Layout the Internet of Things?

Founded in 2010, Xiaomi started its business as a cell phone company and has become the best cell phone brand globally in terms of sales. Since 2013, by relying on the Internet of Things (IoT) and various hardware products, Xiaomi followed the trend and transformed from a platform enterprise to an ecosystem enterprise. It has created an outstanding Xiaomi product ecosystem called the “Mi Ecosystem.” The development of the “Mi Ecosystem” has mainly gone through two stages: interconnection and intelligence. Through cooperation with other companies of the “Mi Ecosystem” and concentration on AIoT strategy, its IoT layout has been gradually perfected. It has also become the world’s top company in the product ecosystem. How did Xiaomi predict the new storm of IoT in advance and become the center of the storm? How did it stand out in the fierce market competition by its perspicacious layout on IoT?

Ziyi Zheng, Chuyan Li, Yan Tu
Pimax: How to Subvert VR Industry and Break Through Record of Kickstarter Crowdfunding

As we all know, crowdfunding provides a good financing channel for many companies, especially startups, to develop new products, and also enables companies to gain some early loyal user support, so it has become the first choice for many startups. Pimax Xiaopai Technology focuses on breakthroughs in technical performance, seizes the competitive advantage of 8 K head display technology, and carefully operates the Kickstarter crowdfunding through online and offline channels. The crowdfunding of more than 4.23 million US dollars from users broke the 5-year-old crowdfunding record of Oculus, and was listed in the “2019 World Guinness Records”, becoming the project with the highest amount of VR crowdfunding in the world.

Hanmi Lin, Guichao Jin, Jianbo Weng
Mixiaojiu Wine Industry: “In Virtue of the Opportunity, I Will Go up in the World”

This case describes the development process of MiXiaoJiuindustry and explores a suitable digital transformation road. Focus on its unique business model, relying on digital business model innovation. In the context of the COVID-19, the Baijiu industry has also begun to actively explore digital transformation and business model innovation. The rice wine industry relies on e-commerce as its main sales channel. The MiXiaoJiu chooses digital operation to clearly obtain user needs, in order to become a company in the baijiu industry that knows more about users. During the teaching process, the students will be guided to analyze the business model innovation in the three aspects of value proposition, key activities and channel channels of the rice wine industry by using the appropriate research method of nine elements of the business model, which will lead the students to analyze the advantages and disadvantages of the enterprise model, hoping to provide help for the students’ learning. At the same time, it will provide useful suggestions and Enlightenment to other similar e-commerce enterprises, and enlighten Baijiu peers or enterprises in the process of enterprise digitalization.

Li Zhang, Jingwen Xiong
“Here Comes the Cat” Quietly Became Popular: Content Marketing in the New Media Era

The executives of the Sootoo Internet never thought that a dying WeChat official account would become a red net someday and become a powerful support for the rapid transformation. Here comes the cat is like his own child to Chen Lei. Chen Lei did his best to make it grow healthily step by step to what it is today. The bitterness may only be known by himself. In the development process of Here comes the cat, Chen Lei's team established the core competitiveness through positioning, captured the majority of cat slaves through unique content production, and grasped the trend of the times by entering the whole platform. At present, Here comes the cat has become one of the three IP addresses of the express. This case introduces the development, problems, and solutions of Here comes the cat.

Xusen Cheng, Bo Yang, Kanliang Wang
SHEIN: How Does the Most Mysterious 10 Billion-Dollar Company in China Achieve Overseas Growth?

Founded in 2008, the company established its own brand SHEIN in 2014, focusing on fast fashion women’s apparel and gradually expanding the category. As a global cross-border e-commerce stealth giant, it brings consumers a perfect shopping experience through the extreme cost performance of its products and real-time flexible supply chain advantages and refined operations. It has achieved high growth under the catalyst of the epidemic and become the largest independent station model fast fashion B2C cross-border e-commerce enterprise in the country, second only to Amazon Shopping in the global shopping center app download list. From 2017 to 2020, GMV grew from 1 billion to 65 billion, and exceeded 100 billion in 2021, and how did it subvert traditional fast fashion companies to achieve overseas growth?

Yu Jin
Yimidida: The Road to Upgrade the Business Model of LTL Industry from “Block” to “Plane”

In the LTL industry, several regional logistics network companies quickly set up a national network through alliance or self-built way, and realize the business model upgrade from “block” to “plane”. Then, how does Yimidida achieve multi-party benefit coordination through top-level mechanism design to ensure the stability of alliance operation? And how to support the upgrading of business model through digital operation and management innovation?

Chuanbo Zhu
Lvwochuan Farm: How Does Traditional Agriculture Realize the Digital Transformation of the Whole Industrial Chain?

Scientific and technological innovation is an important engine of high-quality agricultural development. Taizhou Lvwochuan Agricultural Co., Ltd. (hereinafter referred to as “Lvwochuan Farm”), which is famous for its digital agriculture, took the lead in carrying out digital transformation and became a digital agricultural enterprise, realizing the growth against the trend, with strong typicality and representativeness. Then, how does Lvwochuan Farm effectively base itself on the current difficulties, seize the opportunity of national development, and reform and upgrade in the traditional agricultural model with frequent problems; How to complete the digital reform under the wave of big data and Internet of Things and explore the digital transformation mode of traditional agriculture?

Jiarong Guo, Guohao Zhang, Yong Zhou, Zhili Lin, Qianqiang Li
The Value Chain Construction of Cross-Border E-Commerce Platform “AliExpress”

The update and iteration of Internet technology has stimulated the emergence of new business activities. Among them, the cross-border e-commerce platform for global consumers has achieved rapid development due to its convenient transaction and transcending time and space constraints. It has also become the choice of many merchants who intend to establish and expand cross-border business. This article takes the cross-border e-commerce platform AliExpress as the main research case, and elaborates on the relevant value chain links of AliExpress’s partnerships, cross-border logistics, customer service, marketing, cross-border payments and so on. Specific analysis of AliExpress’s enterprise value chain construction.

Zhan Li, Hao Zheng
Quality-Oriented and E-commerce-Empowered: Entrepreneurial Practice of Wangxianji Hairy Crab

Hairy crabs, a long-standing delicacy in China, are an indispensable dish for every family in autumn. Wangxianji Ecological Farm is located near Gaoyou Lake, and the hairy crabs here are well-known in the industry for their “big and fresh” features. This case describes how to breed Wangxianji hairy crabs in ecological means, strict quality control and brand management in the breeding, and how to empower e-commerce of hairy crabs by building Internet celebrity economy. This case is expected to trigger a thought that how to realize the integration of production and marketing of characteristic produce and the e-commerce empowerment under the new conditions of Internet plus.

Chunfeng Jiao, Jiawei Li
Kylin Plan: Building a Cross-Border E-Commerce Service Ecology, Empowering the Transformation of Chinese Manufacturing to Go Abroad

In recent years, cross-border e-commerce has become an essential path for many export enterprises to transform and upgrade. However, in 2018, cross-border e-commerce encountered the twists and turns, and it has shifted from “flow is king” to “supply is king”. Therefore, Kylin Plan was born to explore the effective path of developing cross-border e-commerce by relying on industrial clusters and empowering the transformation of China’s manufacturing industry. Then, the first Kylin Pavilion – Pingyang Kylin Pavilion was established, and in three years, 40+ Kylin pavilions were landed, and the Kylin Pavilion map went from Zhejiang to the whole country. Kylin plan initially built a basic service ecosystem to provide traditional manufacturing companies with wings of operations and talents; in 2021, Amazon’s “store closures” began to sweep across China, at the same time, to continuously improve its professional service capabilities, Kylin plan devotes itself to constructing a compliance system and focusing on building overseas brands. In addition, Kylin Plan has also launched “100 million US dollar accelerator”, enabling Chinese manufacturing to transform overseas.

Guichao Jin, Hanmi Lin
GOFANS E-commerce: Make the Down Lighter, Make the Supply Chain Softer

This case mainly describes the transformation of GOFANS e-commerce from a traditional clothing brand to a well-known e-commerce brand, to adapt to changes in the Internet environment and changes in consumer behavior, the company’s continuous exploration in the operation mode and supply chain management. From the creation of e-commerce channels to the recovery of all offline stores, the layout of “light” assets, making the down lighter; from the construction of talent teams to the construction of flexible supply chain systems; from supplier management, logistics and distribution system improvement to brand upgrading, and gradually established a flexible supply chain system of “multiple styles, small batches, and multiple batches”, making the supply chain more flexible.

Jianshan Sun, Yezheng Liu, Yuanchun Jiang
JACK: How a Manufacturing Enterprise Transforms Digitally?

In the smart age, digitization is equivalent to the “new infrastructure” of enterprises. With the rapid application of Internet, cloud computing, big data and other IT technologies, digital economy has become an important link to highlight the core competitiveness of manufacturing enterprises. In 2000, Jack Shares started the road of digital transformation, from simple digitalization only applied to the financial system to the successful establishment of the data sharing platform. Since 2015, Jack has further deepened its digital transformation and won a number of honors issued by the Ministry of Industry and Information Technology, China Light Industry Association and Zhejiang Provincial Government, standing firmly in the world's leading sewing equipment enterprise. As a traditional manufacturing enterprise, the digital case of Jack Shares has the value that can be copied and promoted. The future digital transformation of manufacturing enterprises should focus on how to solve the problem of information island caused by enterprise digitalization. How to realize data sharing and enhance data collaboration ability; and how to combine customer demand with digitalization to realize intelligent manufacturing.

Jiahui Ye, Jiaorong Zhao, Kecheng Chen, Junping Wang, Chengbin Wang
Joint Efforts for Mutual Development, Collaborative Innovation for Future—National Undergraduate E-commerce “Innovation, Creativity and Entrepreneurship” Competition

China has become the world's largest online retail market for 9 consecutive years since 2013 and saw explosive growth in online shopping users in the past decade. It is urgent to develop new mechanisms and systems and integrate all resources of China's e-commerce ecology to better promote the innovation development of the integration of industry and education in the field of e-commerce in China. E-commerce “Innovation, Creativity and Entrepreneurship” competition is a national academic competition for college students, which is hosted by the Nationwide E-commerce Teaching Steering Committee of Schools and Universities of the Ministry of Education delegated by the Ministry of Education from 2009 to 2019. For the innovation and reform of e-commerce education and industry, and the high-quality development of e-commerce education and industry, the IEEAC-NIEA was established in December 2019 based on voluntariness, equality, mutual benefit, and cooperation. Adhering to the tenet of “innovation, creativity, and entrepreneurship”, the competition is committed to cultivating college students’ innovation awareness, creative thinking, and entrepreneurial ability, building a platform for college teachers and students to combine professional knowledge with social practice.

Qi Li, Shuai Liu, Cuihua Zhu
Innovation of Digital Economy
Jianlin Zhang
Kezhen Ying
Kanliang Wang
Zhigang Fan
Ziyi Zhao
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Springer Nature Singapore
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Print ISBN