商品敘述：

In 2019, Bestore Co. Ltd. went public on the mainboard of China''s Shanghai Stock Exchange. With the mission of bringing Chinese delicacies to the world, the RMB 6 billion-revenue company proposed an ambitious revenue goal of RMB 100 billion with the new financial resources acquired from the public offering. Bestore expanded from its base market, Wuhan city, in central China to southern and eastern parts of the country. It opened flagship stores on China''s key e-commerce platforms with online revenue equal to offline. It continuously upgraded its brick-and-mortar stores and outlets to project a high-end brand image. These physical stores were also fulfillment centers for orders taken from online food ordering platforms. Maintaining an online-offline balanced revenue structure expanded the customer base and increased the brand awareness for Bestore, but also posed many unique challenges for its Board and executives.

涵蓋領域：

Marketing;Digital marketing;Technology and analytics;Customer relationship management

相關資料：

Case Teaching Note, (TU0132), 10p, by Zuohao Hu, Ziqian Zhao, Qianmin Sun, Ruiyang Hong

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