本案例由江南大学商学院的朱和平教授团队撰写，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：华润万家隶属于华润创业集团（华润集团旗下上市公司），其2018年营业额达到1012.54亿，居全国快速消费品（超市/便利店）连锁百强榜首。其中Olé业务单元是华润万家旗下的一级业务（利润）单元，具体包括Olé精品超市和blt精品超市两个品牌，倡导一种自然、健康的品质生活，引领一种时尚、高端的生活潮流，凭借与众不同的商品与专业贴心的服务，传递国际化的灿烂文化和风土人情，在探索和发现之间找出生活的灵感，在时尚、舒适的购物环境中感受每一个细节带来的喜悦，在新颖的模块概念和多元化的生活元素组合中体验充满惊喜的购物之旅。而Olé东区是Olé业务单元布局华东区域的主要运营机构，自2010年组建以来，截止2018年12月，已拥有24家门店，遍布上海、江苏、浙江和安徽三省八市，年营业额突破14亿元。但是，随着精品行业的入局者增加，线上零售的普及，新零售形式的出现，市场正发生着巨大的变化。线上线下相结合的服务与体验以及现代物流的深度融合，企业通过互联网作为依托，运用大数据、人工智能等先进技术手段。对商品的生产、流通与销售过程进行升级改造，对Olé东区带来了诸多的挑战，公司也对未来发展提出了更高的要求。本案例以Olé 精品超市东区面临的内外部环境为主线，试图帮助学员理解如何评估企业所处环境，如何帮助企业选择经营战略，重点讨论Olé东区今后应该实施怎样的战略和战术，对高速发展企业如何稳步成长有着重要的启示意义。
关键词：精品零售；经营发展战略；生活潮流；线上线下零售；互联网
Olé Boutique Supermarket East business model market: "fine" and "classics" business choice strategy
Abstract: China Resources Vanguard is a subsidiary of China Resources Venture Group (a listed company of China Resources Group). Its turnover reached 101.254 billion in 2018, ranking first among the top 100 fast moving consumer goods (supermarket/convenience store) chains in China. The Ole business unit is the vanguard's primary business (profit) units, including Ole boutique supermarkets and BLT boutique supermarket two brands, advocates a natural, healthy quality life, lead a life of fashion, high-end fashion, with different products and thoughtful and professional service, internationalization of splendid culture and local conditions and customs, Find the inspiration of life between exploration and discovery, feel the joy brought by every detail in the fashionable and comfortable shopping environment, experience the shopping trip full of surprises in the novel module concept and diversified combination of life elements. Ole East is the main operating organization of Ole business units in East China. Since its establishment in 2010, as of December 2018, it has 24 stores in eight cities in Shanghai, Jiangsu, Zhejiang and Anhui provinces, with an annual turnover of 1.4 billion yuan. However, with the increasing number of entrants in the boutique industry, the popularity of online retail, and the emergence of new retail forms, the market is undergoing tremendous changes. The combination of online and offline services and experience, as well as the deep integration of modern logistics, enterprises rely on the Internet to use advanced technologies such as big data and artificial intelligence. The upgrading and transformation of the production, circulation and sales process of commodities has brought many challenges to Ole East, and the company has also put forward higher requirements for future development. This case is based on the internal and external environment of Ole Boutique Supermarket East as the main line, trying to help students understand how to evaluate the environment of the enterprise, how to help the enterprise choose business strategy, focusing on the discussion of Ole East District should be implemented in the future what kind of strategy and tactics, for the rapid development of enterprises how to grow steadily has important enlightenment significance.
Key words: boutique retail; Business development strategy; The trend of life; Online and offline retail; The Internet
