Rongchang Laundry：
On The Way of Mobile Internet Exp loring
本案例由华东师范大学宋昱撰写初稿，倪丰燕修改。由于企业保密的要求，在本案例中对有关名称、数据等做了必要的掩饰性处理。本案例只供课堂讨论之用，并无意暗示或说明某种管理行为是否有效。
摘要：本案例主要介绍了荣昌洗衣如何从最初的传统线下洗衣发展成基于PC端联网卡模式的互联网洗衣、继而创造移动互联网洗衣产品荣昌e袋洗的艰辛历程。此外，本案例还分析了传统洗衣行业发展所遇到的瓶颈，以用户为核心的互联网思维对传统行业的影响与颠覆，以及在互联网化转型中未来可能遇到的困难和挑战。这对中国洗衣行业企业包括一部分传统行业企业的互联网化发展具有一定的借鉴意义。
关键词：荣昌洗衣;移动互联网;商业模式;O2O
Abstract：This case reviews the hard and bitter grow th history of how Rongchang Laundry develops from a traditionaloffline com pany to an Internet com pany based on the PC term inal which connects to the laundry card.Then it subsequently in turn creates laund ry p roduct based on the mobile Internet，nam ely，E-bag Laundry.It also analyzes the bottlenecks of traditional laundry industry，and also the influence as well as subversion that custom er-centered concept have on the traditional industry.It describes the possible difficulties and challenges traditional industry m ight m eet in the future.The case p rovides China's laund ry industry enterprise and even som e traditiona l industry enterprise w ith a good exam p le of how to m eet the developm ent of the mobile Internet.
Keywords：Rongchang laundry;Mobile internet;Business model;O2O
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