本案例由江南大学商学院的王燕茹教授团队撰写，江南大学商学院案例中心研究院任瑜全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。
摘要：近几年来，新零售逐渐成为了引领经济发展的创新商业模式。绝大多数快消品和服务行业都在探索这一新的营销之路，然而耐消品市场的零售升级转型却相对缓慢得多，企业的营销管理者还没有尝试出一条相对成熟的商业模式，家具行业乃至整个大家居行业便是典型。本案例以传统家居建材卖场的代表——居然之家无锡家居生活MALL为研究对象，以阿里巴巴与居然之家建立战略合作关系为转型起点，坚持以家居为主业，实现线上线下融合、“大家居”向“大消费”融合、产业上下游协同融合的三大融合战略。讲述了居然之家无锡家居生活MALL在复合业态的探索之路上，尽管困难重重，但是始终能够理性分析，不断发现问题解决问题，提升顾客的忠诚度，开拓新媒体营销策略，努力做好基于大数据的精准营销，充分调动驻场商户资源，深入整合上下游资源，并且积极参与公益环保事业，从全方位打造基于城市站的线上运营平台，实现本地化精准运营。本案例适合于《营销管理》、《战略管理》等课程，通过对居然之家无锡家居生活MALL如何在新零售变革中寻找到致胜的营销模式，以获得可持续发展的分析和探讨，帮助学员更好地掌握相关的营销管理理论和实践技巧，提高分析问题和解决问题的能力，对于耐消品企业的转型之路也有着重要的启示意义。
关键词：新零售；居然之家；数字化卖场；创新营销；家居新零售
Unexpectedly home Wuxi home life MALL: the new retail exploration road of consumer resistant products
Abstract:In recent years, new retail has gradually become an innovative business model leading economic development. The vast majority of FMCG and service industries are exploring this new marketing road, but the retail upgrading and transformation of the FMCG market is relatively slow, and the marketing managers of enterprises have not yet tried to develop a relatively mature business model. The furniture industry and even the whole residential industry are typical. This case to the representative of the traditional household building materials supermarket, unexpectedly the home of wuxi household life MALL as the research object, with alibaba and unexpectedly the home of a strategic partnership for the transformation of the starting point, insist on household as its main business, realize the online fusion, "homes" to "consumption" fusion and collaborative integration of upstream and downstream industry fusion strategy. Tells the story of unexpectedly the home of wuxi household life MALL on the road of the exploration of compound forms, despite the difficulties, but always able to rational analysis, constantly find and fix problems, improve customer loyalty, develop new media marketing strategy, work based on the large data precision marketing, fully mobilize resources on site merchants, in-depth integration of upstream and downstream resources, Moreover, we actively participate in the cause of public welfare and environmental protection, and build an online operation platform based on urban stations in an all-round way to achieve localized and accurate operation. This case is suitable for "marketing management", "strategic management" course, by how incredibly family of wuxi household life MALL to find the winner in the new retail change marketing model, in order to obtain the analysis and discussion of sustainable development, help students better understand the relevant marketing management theory and practical skills, improve the ability of problem analysis and problem solving. It also has important enlightenment significance for the transformation of consumer - resistant products enterprises.
Key words:New retail; A home of surprise; Digital stores; Innovative marketing; New Home Retail
