Online Shop Plan (1)

I. Project background

Cute, charming and naughty dolls have spoken a thousand words, and every word is about "beauty", especially now with the continuous improvement of people's living standards, quality of life and pursuit of life. Hair dolls have become indispensable decorations in people's lives! In recent years, the consumption of hair dolls has become more and more prosperous. In addition to its cute and naughty appearance, the doll can also develop people's imagination and make the communication between people sweeter and more harmonious.

In this way, we take Maowa Express as the market entry point, establish an online Maowa store, take into account the market share of the website and the short-term rate of return on capital to seize the market, take Maowa as a pilot to drive other products, and finally form a market with "DuDu Maowa Store" as the brand advantage. Is very feasible.

Second, the company introduction

1, the unique online shop mission

Effective and smooth sales channels, providing products and services as the basis, and promoting the great development of Mao doll market. Our hair doll will be a lovely messenger, sending blessings and happiness to people's hearts and creating the best life partner for mankind.

2. Online store goals

Based on the vast land, serving Zhongshan and radiating South China. Create a first-class fur doll online shop.

This online shop will take a year to establish a certain popularity among consumers in Zhongshan and strive to make ends meet. During the investment period, only Zhongshan was selected as an online shop pilot, with a representative market capacity of more than 200 people and a pilot period of one and a half months. After the model is successful, it will be popularized in substation in the form of ASP. After three to six months of operation, it will expand to the rest of the market.

Third, business environment and customer analysis.

1, industry analysis

"Doodle Cat Doll Shop" is a vertical website for 50,000 college students launched by our group, so the target consumers are college students. In addition to the main station of Zhongshan Torch Vocational College, the website has sub-stations in all universities in Zhongshan. Therefore, the tentative target consumer groups are mainly college students and high school students of Sun Yat-sen University, and will gradually expand the market in the future. Take Torch Vocational College as an example, there are nearly 5 100 students of all kinds, so Sun Yat-sen University has nearly 50,000 target consumers. According to the latest statistics, there are about 6.5 million college students in China, and the market scale is quite large.

2. Analysis of survey results

This online shop focuses on the customer analysis of college students in Zhongshan, and mainly adopts questionnaire survey (see annex 1 for the questionnaire) and individual interviews. This time, we sent out 50 questionnaires and collected 37. Due to the limited time, the number of questionnaires is small, but it still reflects the consumer psychology and needs to some extent.

(1) has obvious curiosity and convergence to innovation. Listen to the introduction of classmates or friends, and produce buying behavior.

(2) The purchase behavior is basically emotional, but due to the influence of their own economic income, the purchase behavior is rational, and generally they will choose the lower-priced but lovely and charming varieties.

(3) College students have no fixed purchase pattern, and their purchase behavior is often random.

(4) Strong ability to accept and absorb new things, pursuing fashion and advocating individuality.

(5) The factors influencing product purchase are: price, variety, packaging, service, etc.

(6) The purchase behavior is very festive, generally concentrated around Girls' Day, Valentine's Day, Christmas and friends' birthdays.

3. Target customer analysis

College students generally don't ask about the price, but from the point of view of online orders, the price is mainly in the middle range. In terms of order quantity, they tend to be able to express their feelings. For example, most people order one or two to form a pair of men and women, and so on. On Girls' Day, they often order plush dolls by class size. General packaging tends to be high-grade and personalized, and the quality of dolls is demanding, such as no disconnection.

Fourth, business strategy.

1, managers and their tasks

Fu Xiaoyan (group leader) is mainly responsible for the production and maintenance of the website.

Xiao Fang Meilin Chunyan is mainly responsible for the development plan.

Chen Yongqing is mainly responsible for business strategy and project planning.

Liang and Li are mainly responsible for market research and result analysis.

2. Marketing strategy analysis

2. 1 brand strategy

At the beginning of the online shop construction, we attached great importance to the brand. In brand packaging, the artist, based on detailed market research and bold prediction, adopts a design scheme combining dynamic and static pages, carefully plans visual images and text fonts, and strives for unique innovation.

2,2 price strategy

Dudu online doll shop strives for perfection in raw materials, packaging and service, and strives to give customers the greatest enjoyment and psychological satisfaction. Take the price route and quality route simultaneously to meet the needs of consumers at different levels.

2, 3 promotion strategy

(1) publicity strategy

Make use of school radio stations, newspaper columns and publicity columns for free publicity, make use of the information flow advantages of the website itself for publicity, highlight the image, establish good relations with major newspapers, local radio stations and TV stations, and adopt a strategic model of mutual benefit and win-win.

(2) service

The service of the online doll shop must be first-class. For distribution team members, as long as there is an order, it must be delivered on time according to the order requirements, and it is a smiling service. In terms of after-sales service, the customer service department is responsible for the following ways:

① Call to thank you or send an email to remind you of friendship, and send e-cards to customers on major holidays.

(2) unconditionally accept customer returns and concentrate customer complaints.

(3) set up a consumer questionnaire, with gifts, to grasp the first-hand information of consumer demand.

④ Customers who order for the first time will receive gifts from Mao Doll and enjoy preferential prices, and enjoy membership prices after becoming members.

⑤ Hold member salons online or offline from time to time to exchange information, communicate feelings and answer questions that customers are most interested in.

⑥ Establish customer database files. When customers repeat orders, just enter their names and other customer information will be automatically transferred to the system.

2, 4 channel construction

At present, Mao Gongzi's online shop mainly establishes business relations with first-class wholesalers. When choosing a wholesaler, we will generally examine its business performance, reputation, cooperative attitude, timely delivery, etc., and ask the wholesaler to have several marketing outlets in different areas of the same city so that the distribution members of colleges and universities can collect dolls on the spot. Usually sign cooperation agreements with wholesalers to reach an agreement on issues such as price and product quality.

3. The implementation of Mao Gongzi's online shop strategy.

1. Market Scope Selection During the investment period, only Zhongshan Torch Campus where the website terminal is located will be selected as the pilot market. The market capacity of this region is more than 200, which is representative, and the pilot period is one and a half months. After the model is successful, it is popularized in substation in the form of ASP. First, it will be put into trial operation in the other seven substations that have been built, and then it will be extended to other markets after three to six months of operation.

2. Focus on promoting customers. The target audience is mainly students at school. They are interested in fashion and tend to lead the trend. For engineering students with strong logical thinking, we use the early audience to spread and achieve the publicity effect.

3. For on-site promotion, September 8th and September 9th are selected as the main promotion dates. Before that, leaflets will be distributed to student dormitories. The publicity contents include:

(1) Hang a uniform color banner, which is located on the main road of the campus, with the number 3-5 and the theme of "Doodle Cat Doll Online Shop".

(2) Set up a publicity desk in the campus with a large flow of people, such as at the entrance of the dormitory and near the canteen, and put 3-5 microcomputers, which can be queried and ordered online; A publicity board was put up to introduce the contents of the online shop of Mao Doll in detail, and a real Mao Doll was also put up. On the day of publicity, the gifts were delivered to the lucky audience.

(3) Please ask the school radio station to broadcast the publicity materials drawn up by the propaganda department of "DuDu Cat Doll Online Shop" every morning, afternoon and evening for several days.

(4) In order to create an atmosphere, arrange two ladies to wear ribbons printed with the website of "Toot Toot Toot Doll Shop" to explain and organize a lucky draw. Winners can order dolls below 30 yuan on site, and the online shop will pay for them.

(5) On the day of publicity, please invite the relevant media of the school to report on the spot.

Prediction and analysis of the marketing effect of verbs (abbreviation of verb)

1, turnover income

According to the investigation and analysis, we can predict that the daily sales will exceed 1000 yuan on major holidays.

2. Payment method

According to relevant materials, online payment will reach 20%. We are actively contacting China Merchants Bank and other financial institutions to establish business cooperation and promote online payment.

3. Ordering method

E-mail order, directly enter the "DuDu Cat Doll Online Shop" to order, and order by phone. In addition, we also focus on short message subscription which is popular among students.

4. Customer characteristics

Younger, 100% are young people, mainly boys; They have high reputation, high cultural quality and no bad debts.

5. Consumption characteristics

Hairy dolls below 60 yuan are the most popular.

6. Information infrastructure

"Doodle Cat Doll Online Shop" mainly exists in the form of virtual host, and the company does not need hardware facilities with information for the time being. For the development of information software and website construction, our team will complete it through internal members and recruiting members with professional knowledge in this field. Although B2C websites can achieve zero inventory in theory, it is very difficult to do so in reality.

Estimation of operating cost of intransitive verbs

1, principle

Use every penny on the cutting edge and give full play to the value of every penny.

2. Initial investment

During this period, the funds are mainly used for outsourcing the whole network service (virtual host), product procurement, system development and maintenance, pre-publicity and logistics distribution. It is estimated that it will cost about 20,000 yuan. It takes about a month from the establishment of the online store to the normal operation of the online store.

3. Second investment

At this stage, our service will spread to major universities and Guangdong urban areas. The content of the service will be greatly expanded and the quality of the service will be further improved. Its source of funds is mainly the accumulation of the company's early profits and the introduction of foreign funds, such as bank credit.

Seven, the system development plan

1, system development plan analysis

According to the lack of funds in the initial stage of the establishment of the online store and the actual situation of our development team, we decided to choose the way of virtual host to establish our online store. Of course, with the expansion of business and abundant funds, we will consider setting up our own online shop. After the system is formed, it will be tested step by step according to the predetermined system functional requirements. The completeness of the system is undoubtedly a process of testing, perfecting, retesting and perfecting until the system functions meet the company's expected requirements.

2. System logic scheme

System logic scheme is the overall framework to realize the business objectives, strategies and methods of electronic mall. The following six modules are explained according to the actual situation of this online shop: system business activity flow, system overall logical structure, system data distribution, information processing module and security control module.

Eight. Project overview

1, investigation of major work completion

To understand the real needs of college students' friends, the online shop has made an overall plan from the aspects of achieving goals, operating mechanism and project strategy. In addition, in the aspect of system development scheme, the online shop also consulted a large number of documents about website services in combination with the actual situation of our school, and combined with the knowledge of e-commerce learned in class, made the website operation flow and design flow suitable for the online shop, as well as the system logic scheme suitable for our online shop.

Most importantly, in view of the special requirements of college students and friends in the current Mao doll market, we designed a series of service products such as ordering Mao dolls by SMS, sending greeting cards, making phone calls and so on, and set reasonable prices. At the same time, we also set up a forum, which not only meets the actual needs of young students, but also meets the needs of consumers of different ages in colleges and universities.

2. Shortcomings and difficulties

Because our online shop has just started planning, there is a serious shortage of funds, and due to time constraints, the whole planning is inevitably lacking, but we will try our best to enrich and improve it. In terms of website design and production, because our team members don't know enough about this related knowledge, we have great difficulties in the design of online stores. However, through our joint efforts and cooperation, the "DuDu Cat Doll Online Shop" has begun to take shape, and it will continue to be fragrant for a long time. We believe that in the future efforts, this online shop will be further improved.

Online Shop Planning Book (2)

Fashion is not only our young people's pursuit of beauty in the 2 1 century, but also the display of our own personality. Whether it is language, clothing or accessories, we must go out of our own style, and our best things are unique. With the development of society and the continuous progress of economic level, more and more young people begin to choose online shopping because it is convenient and fast. The scope of shopping is also getting wider and wider. The big platform of the network only has unexpected goods, and there are no goods that can't be bought. In such a rapidly developing China market, we can't wait in the shops all day, waiting for passers-by. We should rely on the development advantages of the Internet and e-commerce to bring us more business opportunities and start our journey of getting rich.

First, online shop introduction

1. Store: hyacinthus orientalis and Fashion.

2. Business scope of the store:

Mode of operation: online operation, physical store.

Product overview: mainly all kinds of fashion clothes and accessories.

3. The aims and objectives of online store management:

Relying on Taobao's big platform to display their own small shops, using CtoC's business model. We hope to create a paradise for fashionistas. Our merchants pay attention to integrity, ensure the quality of goods, and strive to become a beauty in Taobao.

Second, the market analysis

1, market overview:

With the passage of time, people's pursuit of fashion is getting stronger and stronger, and the definition of beauty is not single. With the continuous innovation and improvement of all kinds of new clothes, the mood of fashionistas is more obvious, and the fashionable clothes and all kinds of exquisite accessories operated by our store are bound to be very developed.

2. Target market:

Fashion hipster who pursues fashion, individuality and advocates perfection.

3, product analysis:

Clothing is essential for everyone. For fashionable men and women, it is a pursuit of beauty and fashion, and all kinds of characteristic ornaments are also indispensable for publicizing personality, highlighting self and perfecting personality. Therefore, there is great room for our store to operate clothing accessories.

4, competitor analysis:

Clothing and accessories are popular choices for every enterprise, and there are bound to be countless competitors in the market. Therefore, in order to stand out in Taobao, we must give full play to the uniqueness and distinctiveness of our store, highlight the style of our store's clothing and accessories, and always walk in the forefront of fashion and lead the trend. In addition, we should also pay attention to the integrity of our store. Gold tablet and silver tablet are not as good as the reputation of the masses. When these are done, our shop will be invincible.

5, consumer behavior analysis:

For every hipster who likes to pursue fashion and show off his personality, there is nothing he can't do, but what he wants to do. Therefore, as long as the clothes and accessories in my store are fashionable and distinctive, they will attract more hipsters. As long as they like it, they don't care about the price, for fashion.

Third, the promotion of online stores.

1, with beautiful pictures: go to the clothing, fashion and other related sections of professional and large portal forums for publicity.

2. Use affiliate advertising: Go to online stores such as Taobao, Yi Bei and Alibaba to promote information.

3. Mass sending: widely used, but not targeted.

4. QQ group related to clothing online shopping: it is difficult to implement and has strong pertinence.

5, QQ friends: QQ friends oral publicity, one spread ten, ten spread hundred.

6. Product classification.

7. Online communication and friendly links

Online Shop Planning Book (3)

2 1 century is a competitive society. It is worth mentioning that this year is * *, and China is facing the impact of the financial crisis. Many manufacturers have closed down and cannot continue to operate. Now I take this opportunity to open a shop online to meet the needs of consumers, which is very special and challenging for China. Moreover, in today's developed network, online shopping is gradually maturing, and now I have opened a small shop in the name of the network-"Mary Yan".

I. Background introduction

(1) Everyone loves beauty, so it is very important for us to choose a good cosmetic, either an international brand or pure natural. Anna marie is an international cosmetics brand. She introduced the French and American Federal Bureau of Investigation. Now people are pursuing brand-name products, and anna marie is very suitable for everyone. Opening a shop online is to let more people know about this product. Second, I want to realize the purpose of e-commerce by opening a shop online. Now our country encourages college students to start businesses, and now Taobao has given me the dream of starting businesses.

(2) There is no need to search for safe online banking and registration. Because doing business online is not only a face-to-face transaction of money and goods, but also depends on your credit rating, so we need to find a trusted online bank to solve the problem of collecting and paying for us, and Alipay on Taobao authenticates your account through real-name authentication, which is a very trustworthy partner.

(3) To open a shop online, you must find a recommended website, because people are often attracted by names to buy products. The layout and decoration of the storefront may be more important, and the function of Taobao's "recommendation window" cannot be wasted.

After applying for the establishment of an online shop, you can generally get a secondary domain name belonging to the website as the website address of the shop, so that you can open a shop for free by putting your ten products on it, and you can also adopt various conventional online marketing methods to promote it, so that the online shop will not be famous.

Second, product introduction and business purpose

1, product description: our shop mainly deals in cosmetic products, including massage cream, toner, facial mask and other beauty and skin care products, mainly from the romantic city-FBI company.

2. Business purpose: Opening a shop online has the advantages of increasing development space, less start-up capital, low start-up cost, flexible operation mode, convenient and fast transaction and good profit margin.

Third, the market analysis

1. Market information analysis: With the development of network technology, online shopping has gradually become a trend. With the improvement of people's living standards, the problem of food and clothing has been solved. Now people pay more attention to personal care. People love beauty more and more, like to spend on their own image design, and the consumption of luxury goods has also been greatly improved. On the whole, it has great development potential in terms of market space and product consumption. With the continuous development of social economy, people are increasingly pursuing fashionable and branded products and a beautiful and fashionable life, so the market prospect is still bright.

2. Analysis of social competition: Looking forward to the current cosmetics market, the competition situation is fierce. In this case, opening the market is more challenging, and you can exercise your ability, beat yourself and improve your position in Taobao.

Fourth, the target market

Mainly for three target groups, one is the student group, because now students love beauty, pay attention to dressing up and pursue fashion; One is migrant workers, who have saved some money by working, but also want to change their image and pursue brand products. This kind of target group will become a mainstream of buying, and the other kind is women from rich families, and this international brand can just satisfy them and show their status image.

Verb (abbreviation of verb) is complete

Honesty is very important to every enterprise. If an enterprise loses its integrity, it will have no meaning of existence. Similarly, opening a shop online also requires integrity. If you believe in honesty, you will have more repeat customers. Only in this way can we achieve sustainable management. Pay attention to some details after opening a shop. We set up shop mainly to win customers' reputation and let consumers share our products with those who are hungry. We should give our customers the best service. Now we are selling products of international brands. If we have first-class service, we will have an advantage. After selling the product, you should get in touch with the buyer as soon as possible, and send the delivery notice letter to the buyer as soon as possible after delivery, and attach the photo of the packing list so that the buyer can see the handwriting and specific number on it, which is very important to attract the "return rate". After the transaction is completed, we should keep in touch with customers and do a good job in customer management.

Capital budget of intransitive verbs

Although there are many online shops, which have the characteristics of low start-up capital, low start-up cost, flexible operation mode and convenient and fast transaction, they still need money, so they should prepare small funds and be ready for transactions at any time.

Seven, the main person in charge

The legal person in charge of "anna marie" Taobao Store is myself, and the other is a partner in charge of purchasing and delivery, stationed in Zhongshan, so we are composed of two people, but I believe that with our joint efforts, we will succeed!

We all say that third-rate stores buy advertisements, second-rate stores sell products, and first-rate stores buy culture. Our culture is "love and responsibility, gratitude and kindness". Opening a shop online is an unknown gold mine for us. As long as we can make full use of it, it will certainly bring great benefits. Now online marketing takes honesty as the first priority and quality as the guarantee. As long as we add first-class service, we will have unexpected returns.

;