Harvard Case - Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll
"Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll" Harvard business case study is written by Yanhong Guo, Baolu Wang, Deming Kong. It deals with the challenges in the field of Marketing. The case study is 7 page(s) long and it was first published on : Sep 19, 2021
At Fern Fort University, we recommend Dalian Xinyi pursue a strategic expansion into the online catch doll market through a multi-pronged approach. This strategy focuses on leveraging its existing offline brand recognition, establishing a strong online presence, and adapting its business model to cater to the unique demands of the online market. This will involve a combination of innovative product development, targeted marketing campaigns, and a robust digital infrastructure.
2. Background
Dalian Xinyi, a successful offline catch doll operator in China, faces the challenge of adapting to the rapidly evolving digital landscape. The company enjoys strong brand recognition and a loyal customer base in its offline stores. However, the increasing popularity of online gaming and e-commerce platforms presents both an opportunity and a threat. Dalian Xinyi needs to capitalize on the growing online market while preserving its existing customer base and brand equity.
The case study focuses on the key decision-makers:
- Li Hua: The founder and CEO of Dalian Xinyi, who is passionate about the catch doll business and sees the potential of online expansion.
- Wang Wei: The marketing manager who is tasked with developing a strategy to transition the business online.
3. Analysis of the Case Study
This case study can be analyzed using a variety of frameworks, including:
1. SWOT Analysis:
- Strengths: Strong brand recognition, loyal customer base, established offline infrastructure, experience in product development and operations.
- Weaknesses: Limited online presence, lack of digital marketing expertise, potential for cannibalization of offline sales.
- Opportunities: Growing online gaming market, increasing popularity of e-commerce, potential for new product development and innovation, expansion to new markets.
- Threats: Competition from established online gaming companies, potential for technological disruption, changing consumer preferences.
2. Porter's Five Forces:
- Threat of New Entrants: Moderate, as the online market is still relatively open with low barriers to entry.
- Bargaining Power of Buyers: High, as consumers have numerous choices and can easily switch platforms.
- Bargaining Power of Suppliers: Low, as the supply chain for catch doll products is relatively competitive.
- Threat of Substitute Products: High, as other forms of online entertainment and gaming are readily available.
- Competitive Rivalry: High, as the online gaming market is crowded with established players.
3. Consumer Behavior Analysis:
- Target Market: Young adults, teenagers, and families seeking entertainment and social interaction.
- Motivations: Desire for fun, excitement, social connection, and the thrill of winning prizes.
- Online Behavior: Active users of social media, gaming platforms, and e-commerce websites.
4. Marketing Mix (4Ps):
- Product: Development of online catch doll games with innovative features, interactive elements, and a variety of prize options.
- Price: Competitive pricing strategy that considers both value and affordability.
- Place: Distribution through popular online gaming platforms, social media channels, and e-commerce websites.
- Promotion: Targeted marketing campaigns using social media, influencer marketing, and online advertising.
4. Recommendations
Dalian Xinyi should implement the following recommendations to successfully expand into the online catch doll market:
1. Develop a Multi-Platform Online Strategy:
- Develop a dedicated online platform: Create a user-friendly website and mobile app for online catch doll games.
- Partner with existing gaming platforms: Integrate Dalian Xinyi's games into popular online gaming platforms to reach a wider audience.
- Utilize social media: Leverage social media platforms for marketing, community building, and customer engagement.
2. Innovate Product Development:
- Develop engaging online games: Focus on creating interactive, user-friendly games with a variety of gameplay options and prize tiers.
- Offer unique prizes: Partner with brands and retailers to offer exclusive prizes and merchandise that appeal to the target market.
- Integrate AR/VR technology: Explore the use of augmented and virtual reality technologies to enhance the online gaming experience.
3. Implement a Targeted Marketing Strategy:
- Leverage social media marketing: Utilize targeted advertising, influencer marketing, and social media contests to reach the target audience.
- Develop compelling content: Create engaging video content, tutorials, and behind-the-scenes glimpses to attract and retain users.
- Utilize data analytics: Track user behavior and preferences to optimize marketing campaigns and personalize user experiences.
4. Optimize Operations and Logistics:
- Develop a robust online payment system: Ensure secure and convenient payment options for online transactions.
- Streamline prize delivery: Establish efficient logistics and fulfillment processes for prize distribution.
- Invest in customer support: Provide responsive and helpful customer support channels to address user queries and concerns.
5. Build a Strong Brand Identity:
- Maintain brand consistency: Ensure that the online brand identity aligns with the existing offline brand, maintaining a consistent look and feel.
- Develop a strong online community: Foster a sense of community among online users through social media engagement and online events.
- Engage in corporate social responsibility: Promote ethical and sustainable practices to enhance brand reputation and attract socially conscious consumers.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations leverage Dalian Xinyi's existing strengths in product development, operations, and brand recognition, while aligning with its mission of providing fun and engaging entertainment.
- External customers and internal clients: The recommendations address the needs and preferences of the target market, while also considering the capabilities and resources of the internal team.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate Dalian Xinyi through innovation, targeted marketing, and a strong brand identity.
- Attractiveness ' quantitative measures: The recommendations are expected to generate positive returns on investment through increased revenue, market share, and brand value.
6. Conclusion
By implementing these recommendations, Dalian Xinyi can successfully expand into the online catch doll market, leveraging its existing brand recognition and expertise to create a thriving online presence. The company can capitalize on the growing online gaming market, attract new customers, and maintain its competitive edge in the evolving entertainment landscape.
7. Discussion
Alternatives not selected:
- Focusing solely on offline operations: This would limit Dalian Xinyi's growth potential and expose it to the risks of declining offline customer base and increasing competition.
- Acquiring an existing online gaming company: This would be a costly and risky strategy, requiring significant investment and integration challenges.
Risks and key assumptions:
- Competition: The online gaming market is highly competitive, and Dalian Xinyi needs to differentiate itself through innovative products and effective marketing.
- Technological disruption: The online gaming industry is subject to rapid technological advancements, and Dalian Xinyi needs to adapt its products and services accordingly.
- Consumer preferences: The preferences of online gamers can change rapidly, and Dalian Xinyi needs to monitor trends and adjust its offerings accordingly.
8. Next Steps
- Develop a detailed implementation plan: Define specific timelines, milestones, and resource allocation for each recommendation.
- Recruit and train personnel: Invest in digital marketing expertise and technical skills to support online operations.
- Launch a pilot program: Test the online platform and marketing campaigns with a limited audience before full-scale launch.
- Monitor performance and adjust strategy: Continuously track key performance indicators and adjust the strategy based on user feedback and market trends.
By taking these steps, Dalian Xinyi can successfully navigate the challenges and opportunities of the online catch doll market, achieving sustainable growth and maintaining its position as a leader in the entertainment industry.
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Case Description
Dalian Xinyi Electronics Co., Ltd. (Dalian Xinyi), founded in 2014 and based in the province of Liaoning, China, had created a catch doll brand, Paw Toy, and operated more than 10 physical catch doll stores across the country. To deal with fierce competition from offline competitors, Dalian Xinyi had developed an online claw game application (app) in 2018 and had become a domestic Chinese catch doll brand, operating both an online app and offline stores. Although the performance of the online catch doll app was improving, especially in the context of the COVID-19 pandemic, Zefei Su, the founder and president of Dalian Xinyi, knew that the online app still faced design flaws such as a lack of ranking and sharing functions, problems with simple brand promotion strategies, and fierce competition from other online catch doll apps. Su was facing an important decision concerning Dalian Xinyi's future: Should the company return its focus to the operation of offline catch doll stores, even while online catch doll gaming seemed to be a future trend?
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