Nykaa：一场热衷于美容产品零售的竞赛

IF 0.1 Q4 MANAGEMENT

Asian Journal of Management Cases Pub Date : 2022-12-04 DOI:10.1177/09728201221139948

M. Krishna, S. Arora

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引用次数: 0

摘要

2019年，Nykaa被公认为印度无可争议的美容产品销售女王。自2012年作为一个利基电子商务网站成立以来，Nykaa发展迅速。到2019年，Nykaa开设了第50家零售店，计划再开设150家；它已经扩展到新的客户群体（沙龙老板和男性），并建立了新的合作伙伴关系（例如与宝莱坞名人）。Nykaa以一种让人想起柔道运动员的方式击败了亚马逊等大得多的卖家，截至2019年底，其估值接近10亿美元。奈卡现在面临着一系列更加令人兴奋的机遇和挑战。Nykaa最近决定推出一种新的商业时尚，这一决定遭到了质疑。怀疑论者质疑Nykaa的全渠道模式能否在2019年竞争激烈的印度时尚市场发挥作用。Nykaa在其核心市场也面临着来自purplle.com的日益严峻的挑战，purplle.com-一个美容产品的在线市场。在追踪Nykaa在美容市场成功的原因的同时，该案件突显了高级管理层重新评估和发展公司战略的必要性。

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Nykaa: A Keen Contest in Beauty Products Retailing

In 2019, Nykaa was recognized as India’s undisputed beauty product sales queen. Since its inception in 2012 as a niche e-commerce website, Nykaa has evolved rapidly. By 2019, Nykaa opened its 50th retail store, with plans for another 150; it had expanded into new customer segments (salon owners and men) and forged new partnerships (e.g. with Bollywood celebrities). In a manner reminiscent of a judo player, Nykaa had outmanoeuvred much larger sellers, such as Amazon, and was close to a one-billion-dollar valuation by the end of 2019. Nykaa now faced an even more exciting set of opportunities and challenges. Nykaa’s recent decision to ramp up a new business-fashion faced scepticism. Sceptics questioned whether Nykaa’s omnichannel model could work in India’s fiercely contested fashion market in 2019. Nykaa also faced a growing challenge in its core market from purplle.com—an online marketplace for beauty products. While tracing the causes for Nykaa’s success in the beauty market, the case highlights the need for senior management to re-evaluate and evolve the company’s strategy.

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来源期刊

Asian Journal of Management Cases MANAGEMENT-

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.