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As the China retail market continues to evolve, traditional retail brands are seeking more effective channel management strategies, while emerging brands are exploring marketing models that transition from online to offline. This case, based on SO-IN Technology's digital service practices of “gig work + intelligent digitalization” in the China retail industry, delves into the business models of gig and crowdsourcing models as well as intelligent digital marketing services. It focuses on the strategic choices that SO-IN Technology faced: What challenges might SO-IN Technology's ‘gig economy + digital intelligence’ model face? What are the key factors that determine sustainable growth?
Copyright © School of Management, Fudan University
2025
School of Management, Fudan University
Licensed re-use rights only. No part of this publication may be reproduced, copied, stored, transmitted or sold in any form or by any means without the permission of School of Management, Fudan University. To request permission to reproduce materials, please call +86-21-2501 1399, or email to case@fdsm.fudan.edu.cn. This case was funded by Fudan premium Fund of Management. For more case information, please go to https://case.fdsm.fudan.edu.cn/.
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