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Author Chen, Caleb Huanyong, author

Title Yun Dong Jia : find a silver lining on "cloud" during COVID-19 pandemic / by Caleb Huanyong Chen (Department of Management, Macau University of Science and Technology, Macau, China), Yuen Wah Li (The University of Law, Guildford, UK), Allan K.K. Chan (School of Business, Hong Kong Baptist University, Kowloon, Hong Kong), and Yilin Huang (Department of Management, Macau University of Science and Technology, Macau, China)
Published Bingley, U.K. : Emerald Publishing Limited, 2022
©2022

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Description 1 online resource (32 pages)
Series Emerald emerging markets case studies
Notes Learning outcomes: This case provides detailed information about digital technologies and business practices that may help offline retailers catch up with the trend of new retail. After studying the case and working on the assignment questions, students will be able to: Understand new features of smart cash registers, including facial-recognition payment, purchase-sales-inventory management, customer profile and store management, which all are important for the long-term development of the retail business in the age of "new retail".; Identify opportunities, practices and impacts of digital technologies, such as big data and artificial intelligence, on contemporary retail businesses.; Identify problems of traditional retail and suggest solutions by applying the concepts and tools learned above.; Apply digital marketing approaches and tools (e.g., social media, livestreaming and online word-of-mouth) to design marketing campaigns; students should include basic elements such as the 6Ms for effective marketing communications (market, mission, message, media, money and measure)
Case overview/synopsis: This case describes difficult situations facing Leo Shoudong Pan, the founder and CEO of Yun Dong Jia Technologies Co Ltd (YDJ), in marketing communications. With a motto of "Making it easy to open stores anywhere", YDJ develops and sells smart cash registers, which provide a self-developed operating system and cloud computing services. Pan targets small and micro retailers, who are technology laggards when digital transitions had swept the world. His goal is to build a network of 100,000 pieces of smart cash registers across China, but he has only sold 8,000 pieces since he founded YDJ in 2016. He must make a breakthrough in the business. To drive leads and sales, he feels the urgency of conducting effective marketing communications with target customers and enhance their understanding on the value that YDJ creates for them. Monetary incentives are tangible but not yet fully demonstrated YDJ's value. With the traditional retail approach, brick-and-mortar stores, especially those small-scaled ones, are not able to meet the market change; instead, they must adopt digital techniques to catch up with the trend of new retail, which is necessary for a long-term business development rather than just a temporary measure during the Covid-19 pandemic. Pan must craft more compelling messages. What customer value should be chosen as incentives to motivate the target market? How to conduct effective marketing communications correspondingly?
Complexity academic level: Senior undergraduate; Postgraduate; MBA; EMBA
Supplementary materials: Teaching notes are available for educators only
Subject code: CSS 8: Marketing
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Selling -- Technology -- Case studies
Selling -- Technological innovations -- Case studies
Sales management -- Case studies
Business & Economics, Sales & Selling -- General.
Sales & marketing.
Form Electronic book
Author Li, Yuen Wah, author
Chan, Allan K. K., author
Huang, Yilin, author