Fu Yan Jie e-Commerce: Blossoming From 0 to No. 1

Hai B Hu, Tao Huang and Hai T Lu

Chapter 17 in Digital Enablement and Innovation in China:A Casebook, 2019, pp 119-126 from World Scientific Publishing Co. Pte. Ltd.

Abstract: As the leading brand of vagina washing products for Chinese women, Fu Yan Jie has consistently explored and innovated during the past 18 years. It entered the e-commerce platform for the first time in 2013, achieved rapid development in 3 short years and reached Top 1 in category ranking, which can be called a classical case. In Internet epoch, let’s wait to see how a veteran Chinese brand takes advantage of e-commerce with hot products and hot WeChat marketing to sail again, blossoming from 0 to Top1!

Keywords: Digital Enablement; Digital Transformation; Innovation in China; Technological Disruption (search for similar items in EconPapers)
JEL-codes: O32 O33 (search for similar items in EconPapers)
Date: 2019
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