Product details

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Abstract

In 2019, Bestore Co Ltd went public on the mainboard of China's Shanghai Stock Exchange. With the mission of bringing Chinese delicacies to the world, the RMB 6 billion-revenue company proposed an ambitious revenue goal of RMB100 billion with the new financial resources acquired from the public offering. Bestore expanded from its base market, Wuhan city, in central China to southern and eastern parts of the country. It opened flagship stores on China's key e-Commerce platforms with online revenue equal to offline. It continuously upgraded its brick-and-mortar stores and outlets to project a high-end brand image. These physical stores were also fulfillment centers for orders taken from online food ordering platforms. Maintaining an online-offline balanced revenue structure expanded the customer base and increased the brand awareness for Bestore, but also posed many unique challenges for its Board and executives.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
China

Featured company

Bestore Co, Ltd
Employees:
10000+
Type:
Public company
Industry:
Food manufacturing

Featured protagonist

  • Yang, Yinfen (male), General Manager

About

Abstract

In 2019, Bestore Co Ltd went public on the mainboard of China's Shanghai Stock Exchange. With the mission of bringing Chinese delicacies to the world, the RMB 6 billion-revenue company proposed an ambitious revenue goal of RMB100 billion with the new financial resources acquired from the public offering. Bestore expanded from its base market, Wuhan city, in central China to southern and eastern parts of the country. It opened flagship stores on China's key e-Commerce platforms with online revenue equal to offline. It continuously upgraded its brick-and-mortar stores and outlets to project a high-end brand image. These physical stores were also fulfillment centers for orders taken from online food ordering platforms. Maintaining an online-offline balanced revenue structure expanded the customer base and increased the brand awareness for Bestore, but also posed many unique challenges for its Board and executives.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
China

Featured company

Bestore Co, Ltd
Employees:
10000+
Type:
Public company
Industry:
Food manufacturing

Featured protagonist

  • Yang, Yinfen (male), General Manager

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