Student entrepreneurship plan of Chinese medicine boutique project
Program Summary
1. Introduction:
Business name: Ivy Chinese medicine boutique
Business philosophy: development of traditional Chinese medicine gifts, dissemination of the culture of traditional Chinese medicine
2.2. Main products and business scope: Chinese medicine specimens, handicrafts, DIY gifts, tonic Chinese medicine and flower tea
3. Managers and their organizations: Anhui Higher School of Traditional Chinese Medicine College Students' Entrepreneurship Incubation Center
4. Market overview: At present, Chinese medicine gifts are mainly concentrated in the high-end market of ginseng and antler high-class tonic, and there is almost a gap in the market for Chinese medicine gifts for students and low-consumption groups. The market for Chinese medicine gifts for students and low-consumption people is almost blank.
5. Marketing strategy:
Products: all products are handmade to ensure the originality of the products
Pricing: cost-oriented pricing, the expected gross profit of about 30%
Channels: self-production and self-sale
Promotions: advertisements and membership system
6. Sales plan: monthly sales of more than 3,000 yuan
7. Production management plan: according to the production and management plan, the sales of the products should be more than 3,000 yuan per month. > 7. Production management plan: according to the sales situation, to ensure that 7 days of inventory
8. Financial plan: the expected start-up capital of 10,000 yuan for the purchase of raw materials, working capital of 5,000 yuan for the replenishment of materials, advertising and publicity, etc.
(a) Introduction to the business
1, the business purposes and objectives of the enterprise
Our enterprise adheres to the business purpose of integrity-based, customer interests first. We will always pay attention to customer needs, to provide customers with a variety of consulting services. And market-oriented, accelerate the speed of product updates, so as to ensure that our products of high quality and fashion, to meet the pursuit of individuality, simplicity, the trend of desire.
Relying on thin profits, we take the business flow, with quality and design, earn customer recognition. We believe that relying on the efforts of our colleagues in the enterprise, our products will win a good reputation, in order to obtain a good profit at the same time, but also to fully meet the needs of customers. Realize a win-win situation for both enterprises and customers, this is our goal!
2, business profile
(1) business name: Chinese medicine boutique
(2) business scope: Chinese medicine handicrafts, DIY gifts, nourishing Chinese medicines and flower tea.
3. Enterprise Management
(1) Management Ideology: Guided by the theory of quality management, it requires that the personnel and products must be constantly improved, learn and grow, while the business process is thoroughly rethought and redesigned so as to achieve a major breakthrough in performance measures (e.g., cost, quality, service, and speed, etc.) and to complete the enterprise reengineering. The enterprise adopts a networked hierarchical management system to realize the unity of centralization and decentralization, the unity of stability and change, and the unity of monism and diversity.
(2) management team: the manager as the management center, under the product marketing director, financial director.
(3) management decision-making: the manager as the core of the enterprise meeting, the heads of departments to participate in, *** with the discussion of enterprise-related matters. Involved in the choice of strategic direction of the enterprise and different work units to determine the scope and boundaries of autonomous labor issues, the manager has the highest decision-making power. Enterprise management in emphasizing the unity of command and a certain degree of centralization, but also focus on decentralization. The front-line personnel within the work unit, that is, the heads of departments, have the right to deal with possible emergencies autonomously within the parameters of corporate strategy.
4. Team Overview
The six founders of our business are all college students from Anhui Higher School of Traditional Chinese Medicine. Solid theoretical background in Chinese medicine and deep friendship makes us **** with the design of a set of strict and clear division of labor management system, so that everyone can do their own jobs, each with their own responsibilities. The following is a brief introduction of the six members of the enterprise:
Li ** 2009 Chinese medicine major Position: Manager
Business qualities: extensive knowledge, good organizational and coordination skills, in the students have a certain authority, trustworthy. Love to specialize in network technology, have pharmacy work experience, high management ability, strong sense of responsibility. Rich in innovation, willing to accept the views of others, and constantly adjust themselves to improve themselves.
Wang ** 2011 nursing major Position: business management
Business qualities: a keen market insight, extensive interpersonal contacts, developed social networks. Expression ability, strong communication skills, work seriously and responsible, approachable. Good attention to all aspects of information, willing to accept new things, adaptability.
Chen ** 2011 class of pharmaceutical preparation major Position: financial management
Business qualities: practical and conscientious, meticulous work, careful. Strong affinity, good at financial management, good relationship with colleagues, strong communication skills. Accepting other people's opinions, learning from others and making up for their weaknesses are its best features. Rich in teamwork spirit. Liu** 2011 Biopharmaceutical Technology Position: on-campus sales
Business qualities: hard-working, conscientious and consistent. Close relationship with suppliers, know a lot about Chinese medicine crafts. Doing serious and responsible, rich sense of collective responsibility, modest and prudent, harmonious relationship with colleagues, self-demanding and strict. Liang** 2011 Biopharmaceutical Technology Major Position: school sales
Business quality: down-to-earth and conscientious, meticulous work, careful. Strong affinity, good at financial management, good relationship with colleagues, strong communication skills. Accepting other people's opinions, learning from others and making up for their weaknesses are its best features. Rich in teamwork spirit. Xie** 2011 Biopharmaceutical Technology Major Position: Market Development
Business quality: hardworking, hardworking and consistent. Good relationship with students and teachers, and know a lot about Chinese medicine flower tea. Doing serious and responsible, rich sense of collective responsibility, modest and prudent, self-demanding and strict.
(2) Industry Analysis
The Chinese medicine gift industry belongs to the cross-industry of traditional Chinese medicine and gift industry, traditional Chinese medicine and gifts are traditional industries, market share is very large, the government has attached great importance to the development of the traditional Chinese medicine industry in recent years, in the country's "Twelfth Five-Year Plan". In the national "Twelfth Five-Year Plan", by 2015, the output value of the traditional Chinese medicine industry is expected to exceed one trillion yuan, Anhui Province has also introduced the industrialization of traditional Chinese medicine in Anhui Province, "Twelfth Five-Year Plan" development plan, put forward the development of the traditional Chinese medicine industry in Anhui Province, and strive to 2015 the output value of the traditional Chinese medicine to reach 56.5 billion yuan.
Gift demand is more extensive, individual demand for gifts is mainly divided into three major blocks, namely, holiday gifts, celebration gifts, visiting gifts. In addition, there are group gift demand, etc. According to estimates, the total annual demand for China's gift market for the total individual demand of about 505.5 billion yuan, the total group demand of about 262.9 billion yuan, equal to a total of about 768.4 billion yuan, which is a very large number.
The current status quo, most of the traditional Chinese medicine industry stays in the rough processing state, the output value of traditional Chinese medicine and value-added is not high, while the gift industry is a mixed bag of good and bad, a lot of high-end gifts, such as high-end cigarettes, alcohol, luxury goods, etc., are often related to commercial bribery and corruption, the low end of the market is flooded with the quality of the Department of the three products, especially a variety of promotional giveaways. Gift processing of traditional Chinese medicine is of great practical significance to improve the added value of traditional Chinese medicine.
Our organic linkage between Chinese medicine and gifts is a useful exploration and attempt. For an enterprise, innovation is the source of corporate life, how to gain a foothold in the existing Chinese medicine and gift industry, is a problem we have repeatedly thought about. Only through innovation can we stand invincible. We will change the image of traditional Chinese medicine and give it a brand new life.
At present, the main business behavior and products of the industry related to Chinese medicine gifts are mainly the following two categories.
First, health care gifts. Mainly focused on the development of the therapeutic health effects of Chinese medicine, such as ginseng, cordyceps, toad oil, etc., these Chinese medicine gifts often focus on the packaging, and the price is often higher, belonging to the high-end gifts, the high price of the ordinary people deterred.
Second, Chinese medicine crafts. At present, there are several forms of Chinese medicine crafts market, one is incense, sandalwood wood crafts, belonging to the carving class crafts, art value is higher, the second is Ganoderma lucidum class, pearl class crafts, the third is the plant specimen class and animal stripping specimens, the market is mainly located in the construction of the herbarium of the use of universities and colleges and universities. Currently on the market crafts are generally high price, strong professionalism and other issues, and the form and specifications are relatively single, it is difficult to meet the needs of non-professional people as gifts.
The Chinese Medicine Gift Museum plans to develop a variety of people to meet the Chinese medicine gift, and will be positioned at a lower price, in order to achieve the purpose of promotion. Through the promotion of the DIY concept, the main target customers will be positioned as middle and young people to meet the market demand for personalized gifts.
Gift industry often rely on relationship marketing, government agencies and other units of customers for the survival of the gift industry is critical, and these customers in the amount of gift purchases, varieties are often affected by the policy of the larger, on the current macro-policy environment, the service of this type of customer gift enterprises are facing the central government on the governance of the treasury for a long period of time, the government centralized purchasing management detailed, officials property disclosure Calls for high impact. Promotional gifts as the main business of gift enterprises are facing the problem, in relevant laws and regulations, the product quality of the object of recourse is being extended, which undoubtedly makes the gift enterprise product quality tightrope more and more tightly, and gifts levy income tax for all the gift enterprises, especially the main high-end gift enterprises added a new subject.
Chinese medicine gift museum to develop green marketing strategy, by reducing product costs, low prices to obtain the market, and for the individual gift market to launch DIY personalized customization to meet the individual needs of customers, at the same time, to ensure that the product will not be uniform, so that the product is always full of vitality.
Currently, traditional gifts still occupy the mainstream gift market, but personalized T-shirts, mugs, chocolates, etc. have been very popular with the modern crowd, especially the popularity of college students, through the promotion of traditional Chinese medicine gifts, will change the pattern of the gift market for this group to provide a new wave of choices.
The gift industry is highly competitive, only innovation can be invincible, through personalized service, and competitors staggered competition; for new things, the biggest problem often makes the lack of awareness, Chinese medicine gifts will be Chinese medicine college students as an entry point, through careful publicity, so that the product is y rooted in people's hearts, will gradually promote our ideas.
(3) Product Introduction
TCM Gifts will mainly promote the following three products.
1. Chinese medicine artwork
Taking Chinese medicines (medicinal plants, animals and minerals) as prototypes, artistic processing is carried out, and the products have ornamental value and decorative and popularization functions.
The products are mainly medicinal crafts and plant specimen crafts, medicinal crafts raw materials are ganoderma lucidum, pearl, shell lamps, plant specimens for the wax leaf specimens.
Medicinal crafts are all handmade, according to the unique form of medicinal herbs for artistic creation; wax leaf specimens using pvc frame table, all crafts are accompanied by details of the use of materials (traditional Chinese medicine) and the efficacy of traditional Chinese medicine, the use of medicine and other medical knowledge.
As all handmade, will not be able to find exactly the same product, making the product has uniqueness, the cost of the main materials of traditional Chinese medicine, additional materials and packaging materials, the cost of different varieties will be different, will be taken to differentiate the pricing.
2. DIY gifts.
Provide raw materials of traditional Chinese medicine and complete unique gifts by guiding customers to DIY processing.
According to customer demand, to guide customers to complete their own personalized gifts, the enterprise only provides the necessary materials and tools, according to the different raw materials accounting costs for pricing.
3. Chinese herbal medicine gift box.
Selected high-quality Chinese herbs, with exquisite packaging, as a gift marketing.
The main choice of ginseng and antler tonic health care, nutritional flower tea and other dual-use varieties, all varieties of materials by licensed pharmacists responsible for the quality of pricing based on the cost of each.
(D) market forecast
1. General
Gift demand has a great market, especially low-end gifts have a wider market. Contemporary society, gifts are essential items for communication. Today's Chinese medicine gift market is mixed, the market is more chaotic, high-end varieties such as ginseng (Panax ginseng), Cordyceps, often only pay attention to the exquisite outer packaging, but ignored the essence of the situation, there is a buyer's paradise, Chinese medicine gifts in the low-end less, mainly goji berries, such as nourishing health-care varieties, ornamental value of the high value of the middle and low end of the lesser number of products, and therefore has a greater market prospects.
2. Target Customers
People who have received higher education, especially those who have some knowledge of Chinese medicine; educational and medical institutions.
3. Competitive vendors
Pharmacies, using low-priced high-quality strategy (compression of profit margins)
Taobao store (Ganoderma lucidum class crafts), using DIY personalized service, prices flat Professional specimen sales enterprises: low-priced dumping strategy
(E) marketing strategy
1. Publicity and promotion
Initially we use the issuance of leaflets, mainly in schools and around the publicity. At the same time, we through QQ, e-mail so that more people know our stores and products, the establishment of a stable customer base, we will also implement membership services.
2. price strategy
According to the cost of accounting prices
3. daily operation
The use of a variety of means to attract the attention of customers, mainly the following sales strategy.
(1) membership card system, consumption of a certain amount of money, you can get a membership card, you can enjoy discounts on future purchases;
(2) Specials, the establishment of a "special merchandise area" or "10 specials, five specials," mainly for some of the backlog of goods. Is a backlog of goods for promotions;
(3) special areas, such as DIY gift area, highlighting the characteristics of the business;
(4) Theme sales, to further break down the behavioral characteristics of consumers to buy gifts. According to different combinations, the launch of "Valentine's Gifts", "birthday gifts", "holiday gifts" and other themes, each combination includes a variety of goods
4. Branding
With the best service and the most favorable price, establish the brand of Chinese Medicine Gift Museum. Provide a variety of matching programs to meet the needs of different users, to achieve the best use of things, spend the least amount of money to buy the most appropriate Chinese medicine gifts.
5. Customer relationship building
For customers who have used our products, we will keep a record of the bottom of the record, and tracking services to them, to seek their views and suggestions to improve our services and enrich the variety of products for the purpose. Really implement our service concept into our work and services, and customers to maintain regular contact. The detailed contact information of our enterprise will be made into a business card, distributed to customers in the contact, and arrange for product service personnel specializing in customer contact work.
(VI) Manufacturing Plan
1. Raw Materials: Realized through market purchase and field collection, and gradually establish cultivation bases for some Chinese medicines to realize self-supply and self-sufficiency of raw materials.
2. Production: All products are handmade to meet the individual needs.
(VII) Financial Planning
1. Cash source:
*** Need start-up capital of 15,000 yuan, which will be pooled by members of the project, and shares will be held according to the capital contribution.
2. The amount of liquidity: 5,000 yuan
3. Expected return on investment: 30%
4. Financial management: the establishment of a strict outgoing and incoming system
(H) Risk and Risk Management
1. Risks
(1) The gift market is highly competitive. It is possible that traditional Chinese medicine gifts cannot be accepted by customers in the short term
(2) The raw materials of traditional Chinese medicine gifts are collected from the wild, with a lot of unstable factors, and some rare varieties are difficult and costly to collect
(3) The creativity can be easily imitated, which stimulates vicious competition.
2. Response Program
(1) Through extensive publicity, adopt promotional means such as exhibitions for college students and free trials for customers, so that customers can gradually accept and understand our products.
(2) Establish a base for cultivation of traditional Chinese medicine, by cooperating with school medicinal botanical gardens and Chinese medicine herbariums, we can ensure the supply of raw materials and mutual benefit and win-win situation.
(3) In order to ensure the scientific nature of the product, it is proposed to hire senior professional teachers in the school to give guidance.
(4) Innovation is the originality and vitality of the survival of the enterprise, as long as we insist on innovation, we are not afraid of being imitated, and we can be invincible in the competition.
Through the sincere cooperation of the team and the strong support of all the leaders of the incubation base of the students, we expect to realize the maturity of the products and concepts within three years, the Chinese medicine will appear in the Wuhu market in the face of the artwork, and the majority of students of traditional Chinese medicine will take the artwork of traditional Chinese medicine as a preferred gift, and the study and dissemination of traditional Chinese medicine culture will become a trend.
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