海外销售计划案例解析英文版.docx

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