海外销售计划案例解析英文版.docx
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海外销售计划案例解析英文版
SELLINGTANGSUITTOU.S.A
Preparefor
PeterJohnson,
ChiefOperatingOfficer
November27,2010
CONTENTS
PAGE
Introduction..…..………………………………………………………………….1
FeaturesandUsesofTangSuit.…………………………………………………2
TypeofTangSuit..………………………………………………….…………..2
Whatfabrictomakeatangsuit?
.............................................................2
FeaturesofTangSuit……………………………………………….…………..2
MarketAnalysisandDevelopmentStrategy………………………………….3
1.Location…..………………………………………………………………….3
2.SalesStrategy……………………………………………………………….3
3.Development………………………………………………………………..4
4.MarketPrice………………………………………………………………...4
HighTariffsoftheAmerica………………………………………………………5
DataoftheTariffs……………………………………………………………….5
WaytoSolvetheTariffProblem……………………………………………..5
ConsumerPreferencesforTangSuit…………………………………………..6
WhyTangSuitpopularintheAmerica?
.................................................6
LawsandregulationsAboutSellingOverseas……………………………….7
LawsandregulationsabouttextileimportinAmerica…………………...7
LawsandregulationsoftextileexportinChina……………………………7
ConclusionsandRecommendations……………..…………………………….8
SELLINGTANGSUITTOU.S.A
INTRODUCTION
Inthe2001ShanghaiAPECmeeting,apictureofformerpresidentBushintheTangSuithasarousedmuchattentionthroughouttheU.S.Americanisnotonlyattractedbythesuitbutratherthanthenamebehindtheclothesitrepresents:
China.Previously,commercials‘madeinChina’aremostwelcomeinU.Smarketfortheircheapprice.Presently,moreattentionispaidtothiscountryforitssuccessineconomicaccomplishment.U.ScitizensareeagertolearnmoreaboutChina.AnitemnotonlymadeinChinabuttellingthestoryofChinawillwinmorehearts.PeoplewillbeproudofpossessingacollectionofChinesetraditionalclothessuchastheTangSuit.Therefore,sellingtheTangSuittoU.Smustbeabusinessopportunity.Inordertoproveit,thisreportattemptstoconductacomprehensiveanalysisofTangSuit,includingthefeatureofthesuit,themarketpredictionandtargetingpotentialcostumersetc.
ThisreportwillhelpinvestorstoachievetheirbusinessgoalofsellingTangSuitbyillustratingtheperfectlocationinU.Smarketwheremoreeyeswoulddrawtothesuit.Meanwhile,thesalestrategyandthepriceanalysiscouldhelpcompaniestoassesstherevenueandcostratiobeforestartingtherealbusiness.ThereisonestatisticdisplayrevealthedevelopmentofTangSuitsalesinU.Stoensuretheconfidenceoftheinvestors.
ThereportwillnotonlydemonstratetheopportunityoftheTangSuitbusinessbutitusesamajorparttonarratetheproblemscompaniesmightconfront.Thetariffandlawregulationswouldbethecrucialpart.Intermsofthetariff,wecouldonlyusedatatodisplaytheactualfact.Itisnotourmainfocustoreachaconcretesolutiontothisissue.However,wedoprovidesometechniquestoavoidthehightariffwouldendangertherevenue,butitisnotassured.WesuggesttheguestshouldreadanotherpartonwhyinvestintheU.Smarket.
Inthispart,thereportfullyelaboratesthemarketpotentialandtendencyofthesalesinthefuture.Comparingtotheriskthecompaniesmightface,thehighprofitandhugemarketshouldinfluencemoreonthefinaldecision.
FEATURESANDUSESOFTANGSUIT
Tangsuitcontainsfivedistinguishing:
collar,jointsleeve,breasted,rectangularbuttons,fabric(brocade,silk).Itusedtobeworninceremoniesandfestivaloccasions.Mainlyusedforceremonialclothingandfestivalclothing.However,presently,newelementssuchastheweststylehaveaddedtothetangsuit,whichmakesthetangsuitcanbeworeindailylife.
TypeofTangSuit
TherearethreedifferenttypesofTangSuit:
Narrow-sleevedjacketorskirt;HuDress;andthewomanstyle.
WhatFabrictoMakeaTangSuit?
Mostgarmentsaremadefromnaturalfabricssuchasbrocade,silk,cotton,butwiththeprogressofthetimes,butnow,anewmaterialcanbefoundintheTangSuitmarket:
leather.Thecombinationofleatherandcostumenotonlytoretaintheelegantcostume,atthesametime,tangsuitlooksdifferfrombefore.Thisisagoodideatoexpandthemarket.
Now,tangsuithasattacknewfactorsinit,itmakestangsuittobeoutoftheceremonialclothing,dailylife,holidaycanweartangsuit.
FeaturesofTangSuit
Infact,todaytheTangSuitwearewearingdoesnotcomefromoriginalone.Nowthe"tangsuit"fromtheManchuisacombinationoftraditionalandmodernmaterials.ItdrawsontheQingdynastytraditionalclothingwhileusingtheWesternclothing’stechniquecut.Forexample,theChineseclothingwithrarelyusedlongsleeves,sincethereisnoclothingwithlongsleevesisequivalentnowaist.
TangsuitisverypopularamongtheupperlevelpeopleinHongKong,Macauandwhoretunedformforeigncountries.Today,ithasbecomepopulartopicaroundforeignpeople.Sincethat,in2001,APECleadersmakea"tangsuit”debut,peopletosetoff"theChinesepeopletoweartheirownclothes,"thefeelings.
Today,tangsuitwearsverygeneral,inChina,peoplewearstangsuitinwedding,italsowearsinimportantfestival,forexample:
springfestival,DragonBoatFestivalandsoon.inaword,itisaformalwear.
MARKETANALYSISANDDEVELOPMENTSTRATEGY
TangsuitintheU.S.marketisverypromising,forinsomeaspects,suchasfuturedevelopment,marketpricing,localselection,marketingstrategy,wehavetodoadeepinvestigation,fromwhichweconcludethat,someofthefollowingsituation.
1.Location
InNewYork’sChinatown,peoplewilloftenfindseveralsecretlypointshere,likeweoftengotoChinatown,neartheSOHOloftmainlytopreparefortouristsandforeignerssuchasusoverseas"Chinese".
SincethennotdifficulttoseealotofpeopleintheUnitedStatesareexposedtothecostumeinChinatown,thechoiceofthislocationislimited,wethinkthatweshouldadheretosomecitiesintheUnitedStatestosetupsalesshop,butifyouwantmoreAmericansunderstandthatcostume,orevenbuyacostume,notonlyinbigcities,butalsoinsomevillagesinadvertising,etc.,sothatpeoplecostumetolove,sothatwecanhopetofullyopentheU.S.market,inthemainareawewillestablishedshops,suchasNewYork,Chicago,LosAngelesdowntownarea.
2.SalesStrategy
Tangsuitthewayinthebusiness,eitherpurchaseonlyfrommanufacturers,soldchangedhandsmakethedifference;alsotheirproduction,processingandsaleof"through-train",thecostumedesign,development,innovationandproductionandmarketingbusiness"takesall".
Incostumedesignanddevelopmentofculturalcontentonitshouldbecombinedwithmodernconsumptionhabits,itisnecessarytoreflecttheculturaltastesoftheChineseTangDynastyera,butalsototakecareofpeople'sconsumptionofmodernpsychologicalandaesthetictendencies.Tailor-madefortheguestscouldalsobeconsidered,sothateachguest'sconsumptiondemandcanbemet.
Inthecostumeofthebrandstrategy,webelievethatbythetimetheshoworthefestivalofChinesemartialartsperformances,reflectingthecostumehasgonedeepintoourlivesalittlebit.Inaddition,wealsothinkwecanandeveryChineserestaurantorChinesegoodssalespitch,andreachedacooperationagreement.Mainlybythenumberofsalespeopletoselldressedincostume,soyoucanmoredirectlytotheAmericanssomevisualsenseofthecordialfeelingbettercostume.
3.Development
TangsuitonthemarketandtheTangDynasty'scostumeisnotthesame,oneinshape,hasbeenshapedtotheTangDynastywhentheundercovershapedgown;Secondismaterialfromthepastintoasilkwool,acrylicandsilkblend.Thiscanreducethecostofrawmaterialsandsellingprices,affordabletomorepeople.
AChineseGarmentIndustryAssociationstatisticsshowthatasthepropensitytoconsume,socialandculturalvalueandtheeraofdiversification,coupledwiththeeleganceoftheTangsuit,gorgeousanddeepculturalconnotation,costumeconsumptionisalsogrowingyearbyyear.Since2000,theannualgrowthrateinmorethan10%andthistrendwillcontinue,therefore,regardedasabusinessventureTangsuitstheroad.
Tangsuitsthecultureanduseofinfluence,wecanuseadvertisingandotherpublicitymeansalottoexpandthedevelopmentofcostume.
4.MarketPrice
Intheinputs:
Rentafrontagepavementareaof20squaremeters,themonthlyrentof2,000Yuan,theannualrent24,000Yuan;9,000storedecoration,3-yearassessmentiscompleted,annualamortization3,000;Purchaseofbusinessequipmentand3,000Yuan,3-yearamortizationiscompleted,assessed1,000Yuanperyear;Employeeswhoworkamonthlysalaryof1,000Yuan,theannual1.2million;otherexpenses5,000/year.Annualoffixedoperatingcostsis4.5million.
Theoutputs:
theTangsuitaremanydifferentspecifications,highorlowsalesprices,cheappiecesoflessthan100Yuaneach,whiletheexpensive700Yuaneach.Accordingtoanaverageof400Yuan/piece,theaveragedailysalesofthree,withsales1200Yuan,annualsales430,000Yuan,anaverageof30%ofthegrossmargincalculations,grossprofitof129,000Yuanmaybe.Netof4.5millionoffixedoperatingcosts,maybemorethan8millionnetprofits.
Tangsuit’smarketisnowpricing30to60dollars,costumealsoreflectsthefashion,tradition,andnationalcharacteristicssuchasstyle,manypeoplearenowthefirstchoiceforclothing.
HIGHTARIFFSOFTHEAMERICA
ToexportTangSuittoAmerica,themostimportantproblemweneedtofaceisthehightariffsoftheclothesinAmerica.Americanlaborforceisveryexpensive,butChineselaborforceismuchcheaper,sot