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.