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The CKGSB Case Center

  • In 2008, Hermes founded the Chinese high end lifestyle brand Shang Xia, which is the first of its kind for Hermes and its peers, and the first time a global luxury brand has committed to producing a Chinese high end brand catering for the Chinese market.
    Keywords:
    luxury, branding, multinational
    Case advisor: Zhu Rui

    In 2008, Hermes founded the Chinese high end lifestyle brand Shang Xia, which is the first of its kind for Hermes and its peers, and the first time a global luxury brand has committed to producing a Chinese high end brand catering for the Chinese market. Shang Xia is an example for other global luxury brands, and the challenges that confronted the brand in terms of positioning, communication strategy, and expanding production will inform others about feasibility and innovation, as well as bring inspiration to the Chinese market.

  • Shang Xia may be still making a loss after six years, but how can Hermes help the brand become sustainable in the long run?
    Keywords:
    luxury, lifestyle, branding
    Case advisor: Zhu Rui

    In 2008, Hermes founded the Chinese high end lifestyle brand Shang Xia, which is the first of its kind for Hermes and its peers, and the first time a global luxury brand has committed to producing a Chinese high end brand catering for the Chinese market. Six years on, Shang Xia is still making a loss.

  • Taobao and its challengers.
    Keywords:
    online retail, branding, sales, partnerships
    Case advisor: Chen Yuxin

    With a seller bottleneck, how can Taobao Mall appeal to its retail partners? With the rapid development of Dangdang and Jingdong Mall, how should Taobao respond?

  • Wahaha attempts to stop Coke and Pepsi charging ahead in China.
    Keywords:
    carbonated soft drinks, competition, branding
    Case advisor: Xiang Bing

    Can domestic champion Wahaha’s Future Cola compete with Coke and Pepsi? Even as Wahaha found great success in the non-carbonated beverage market, Future Cola’s market share was steadily being eroded by Coke and Pepsi by 2010.

  • An engineering machinery company's brand-building maneuvers.
    Keywords:
    engineering, strategy, sales, brand development, platform
    Case advisor: Cui Haitao

    Marketing and brand development have traditionally been undervalued in the engineering machinery sector, but Hengri wanted to develop a brand, and become best value platform for engineering machinery products. When it came to it, however, this process is not all plain sailing.

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