Jumei: China’s top online cosmetics retailer and the quest to become the top E-commerce hub for women

Abstract

Subject area

The subject areas are e-commerce, brand management, marketing strategy, digital marketing and supply chain management strategy.

Study level/applicability

Medium, can be used for undergraduate marketing electives and graduate core courses.

Case overview

Jumei, founded in 2010, had already become China’s biggest online retailer of beauty products. Its 31-year-old Founder and Chief executive Officer (CEO) Leo Chen had become the youngest CEO of any NYSE listed company in 2014. However, Jumei was currently facing a major milestone. Could it become a mega-commerce hub like Alibaba? Or should it stick to its core product line – cosmetics – which was already being challenged by luxury retailers and other horizontal e-commerce competitors?

Expected learning outcomes

The case will provide the students the opportunity to conduct a situational analysis Identify and prioritize generic business and marketing strategies, review concepts of brand/line extension and conceive new product ideas, assess Jumei potential as a business-to-customer platform and assess brand equity and potential by comparison to another diversified brand.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject Code:

CSS 8: Marketing.

Citation

Wang, M.(J). and Uslay, C. (2018), "Jumei: China’s top online cosmetics retailer and the quest to become the top E-commerce hub for women", , Vol. 8 No. 3. https://doi.org/10.1108/EEMCS-06-2016-0128