Clothing e-commerce planning book

I. Introduction

In the past 30 years of reform and opening up, China's consumer market has developed rapidly and continuously upgraded, and consumption has become an important driving force for China's economic growth. The people of China not only created economic prosperity with their own hands, but also enjoyed economic achievements: the improvement of income level, living standard and consumption level.

At this moment when the economy is improving, I think it is a wise choice to seize the market and invest. So I wanted to try to open a brand clothing store, and after reasonable screening, I finally took a fancy to the brand of "Ladies' Square" women's clothing.

Introduction of Lady Square Company: Guangzhou Shupai Clothing Co., Ltd., 18 Lady Square brand headquarters, was established in 1998. After 12 years of development, it has now become a modern professional women's wear business department, with an industrial park covering an area of about 20,000 square meters.

The company's headquarters is rooted in Guangzhou, and its business scope radiates across the country, with brand management as its business purpose. The company has a professional marketing team; At the same time, it also brought together talented fashion design elites and experienced technicians from all over the country. In product quality management, the company has a strict quality control system to ensure the qualified rate of products.

At present, 18th woman square brand has more than 65,438+0,000 self-operated and franchised stores nationwide, covering 27 provinces, municipalities and autonomous regions, and the number of flagship stores has mushroomed. The brand as a whole has formed a complete franchise marketing network, information exchange network and logistics network.

Second, the store summary

(1) Shopping Mall Summary

Opening hours: 20 10 10 1.

Store Address: Qingfeng Street, Wenjiang District, Chengdu

Business items: brand clothing in women's square.

(2) Store business description

Product Positioning: With the promotion and advocacy of "Lady Culture" as the core, and young urban women who pursue comfort, show their individuality and know the taste of life as the main consumer groups, we will comprehensively develop women's clothing suitable for urban women aged 18-30.

Product image: "Eighteen Ladies' Square" brand carries the vision of "building the first brand of women's wear in China, advocating and promoting Shupai culture with all its strength, and making women in China more elegant, moving and ladylike", and provides healthy, elegant, fashionable and tasteful daily clothes for urban women and fashionable white-collar workers aged 65,438+08-30, which is full of enthusiasm under its elegant and ladylike brand appearance.

Third, the market analysis

(A), target customer analysis

According to the statistics of the third census in China, women account for 48% and 7% of the population in China respectively. Among them, young and middle-aged women who have great influence in consumption activities, that is, women aged 20-50, account for about 2 1% of the total population.

According to the investigation and analysis, young women aged 18-30 are open consumers, full of confidence in their figure, pursuing fashion and showing their personal charm. At this age, women's economic income is not high, but they understand life and pay attention to quality. In this young and energetic crowd, Ladies Square is committed to meeting the needs of consumers. Ladies Square, a charming brand for ladies, allows women to convey confident smiles to life, work and love without too much embellishment and decoration. Ladies Square is committed to meeting the needs of consumers.

(2) Forecast the market situation

At present, the market in Wenjiang District of Chengdu is still immature and young. However, the prospects are considerable. The most promising market is Wenjiang University Town, with tens of thousands of students coming in and out, which is our target customer.

Fourthly, SWOT analysis.

1, advantages

(1), brand advantage: In 2007, popular movie stars Qin Lan and Jenny both became the image spokespersons of the 18th Lady Square brand. Since then, famous brands and stars, celebrities and ladies have become a natural meeting point, and at the same time, the brand of Eighteen Ladies Square has been pushed to the international fashion stage with extensive influence.

(2) Advantages of joining: 1, and the brand image is distinct: Eighteen Ladies Square has a unique and nationally unified image store, and the romantic, elegant, warm and harmonious store atmosphere and lady image shine brightly in many stores, which makes people unforgettable.

2. Unified decoration design: the head office provides free clothes for franchisees.

Graphic design, site effect design, advertising poster design.

3. Unified display of goods: the head office uniformly designs and provides the window and shop display mode of new products of the four seasons.

4. Gift of advertising materials: According to the actual business area of specialty stores, the head office presents advertising materials corresponding to all seasons to qualified stores.

5. Advertising support: The head office will put advertisements in appropriate media and invite famous artists as brand spokespersons at different times to enhance brand awareness and effectively explore the market.

2. Disadvantages

Compared with other homogeneous products, brand promotion is not in place. For example: Ailian, Duoyi, Jinyuan. Moreover, the clothes of several brands are similar in color, young in style and feminine in style, and the competition is a bit fierce.

Step 3: Opportunities

"Guan, Guan Luo dove, in Hezhou, my fair lady, a gentleman is good ..."

This kind of "lady" culture, which has lasted for thousands of years in China, has printed the cultural imprint of "elegance, tranquility and introversion" on women in China. The image of a lady has thus condensed into a plot and a yearning in the hearts of China women. ...

Step 4 threaten

For many young customers, it will be "Ha Han" now, which will change the consumption concept accordingly. Korean clothing is loved by many people because it has its own unique design style. Young girls have their own unique vision in choosing clothes, and they often have a * * sound for clothes that are beautifully designed, personalized and more in line with the trend.

Verb (abbreviation for verb) sales plan

(1) products

1, product category: shirts, coats, windbreakers, sweaters, sweaters, dresses, pants, jeans, cotton-padded clothes, down, accessories.

2. Product style

Design originality: Originated from European and Korean fashion trends.

Overall style: mainly highlighting the romantic, gentle, pure and sweet, frank and honest lady image.

Design concept: It runs through fashionable, casual and simple popular elements, emphasizing the comfort, wearability and collocation of clothing, thus showing the unique strength of oriental women's self-confidence and elegance.

Life taste: advocate a healthy, natural, comfortable and elegant attitude towards life.

(2) Price

Price positioning: the price of spring products is between 59-398 yuan.

The price of summer products is between 49-258 yuan.

The price of autumn products is between 69-288 yuan.

The price of winter products is between 69-798 yuan.

(3) Promotion

1. Some performing groups will be invited on the opening day.

2. After half a month of opening, some activities will be held to attract people.

3. Carry out publicity and promotion in some colleges and universities regularly, such as distributing leaflets and sponsoring some cultural activities.

(4) Promotion

1. The product will be promoted within half a month of opening, and the specific discount will be determined.

2. Within half a month of opening, all customers who spend money in our store will be given free membership cards.

Six, shop opening procedures

0 1, pre-understanding: Visit 18th woman square stores and refer to 18th woman square brand promotional materials.

02. Intention negotiation: Meet with provincial agents to discuss the intention of joining.

03. Submit an application: submit an application form and store details to our company.

04. Submission: Submit the floor plan, photos and business circle map of the candidate stores.

05. Field trip: The provincial agent sent personnel to the store for field trip and approval.

06. Signing: Signing a franchise contract with provincial agents.

07. Pay the deposit: pay the joining deposit to the provincial agent.

08. Decoration design: ordering, store decoration design and shelf production.

09. Decoration construction: shop decoration site construction and shelf installation.

10. Staff recruitment: staff recruitment and training of provincial agents.

1 1. commodity display: commodity planning and display.

12, Opening: The store officially opened.

13. Information communication: Please contact the Head Office for related matters.

Seven. budget

Fixed expenditure: initial expenses

facade rent

Tools and equipment: 4,000 computers.

Other .....................................................

Pavement decoration

Operating expenses10,000.

Employee wages

Registration fee 1 0,000.

* * * Operating expenses ................................... 1,000.

other charges

* * * Instrument—

Eight. Risk analysis and countermeasures

For the current retail industry, there is generally no loss.

At present, the number of college students in Wenjiang District has increased dramatically, so there should be no shortage of target customers. The biggest threat to this investment is that there are many competitors whose clothes are similar in style, quality and price. There are still shortcomings in other aspects, such as: unfamiliar with Wenjiang market and not very familiar with the clothing field.

On this basis, we will make a series of strategies to avoid risks. Stabilize old customers and develop new customers; Training sales staff; Promote shops; Actively do some promotional activities.