| Nowadays, with the frequent updating of apparel products, the market competition in apparel industry become more and more drastic. In the meantime, as the rapid development of economic in China, more and more young people would like to get many more types of clothes which will be more fashionable, cheap and instant. On the basis of these needs, the customization markets have been mushrooming with many soaring apparel brands.According to the statistics, many more consumers are interested in having their own style apparels on the basis of their sizes, favorite colors and personal characters. As a result, customized clothes have been more and more focused because of its remarkable fitness and personalized customization. However, the current online customization platforms are far away from what the customer's needs. On the one hand, some customization shops have their own limits of service. They don't have enough abilities and skills on handling many more customization services except for only a few colors, embroideries and some prints. On the other hand, the hing price prevent more young customers from buying their customized clothes.Relying on the large data and big platform form internet, this article aims at innovating internet plus apparel customization C2 M platform and speeding up the business of on-line apparel customization service through setting up SLJ apparel(SH) company. This business project develops specific marketing plan and operating plan in order to get the market share and meet the customers' needs. The project is a win-win business plan in accord with SLJ's MVVG and will bring about “instant, fashionable, cheap” service to target customers and investment return to shareholders.It applies report research, market questionnaire, induction and deduction method,comparative analysis, data and trend analysis, empirical analysis with reference of various related reports and papers. The methods of survey base on analysis of questionnaire of target consumer and different data. The article take advantage of many models such as SLEPT and SWOT to analyze the development trends of customization industry, the market needs ofbusiness suits and the environment of competition for this business project. At the same time,this business also analyze the advantages as well as the disadvantages of the long-term strategy of SLJ(SH).The main contents include:1. Company's profile: This part is consisted of market sales data and the company's financial data. This part analyze the MVVG and value chain of SLJ(SH), to determine the project target and core value. It also evaluate the advantages and disadvantages of this project through analysis of internal resources.2. Industry analysis: Through Porter's Five Forces and SLEPT model of micro and macro analysis of the external environment, this part comprehends the external opportunities and risks. Meanwhile, on the basis of the company's marketing data analysis, it will specify the market needs of target customers.3. Customer analysis. This part will evaluate potential market demands and capacity,and then makes use of the questionnaire, face-to-face discussion with customers to define the target customers.4. Competitive analysis: This part is to analyze 2 main domestic competitors' products,promotion, place and selling price, in order to analyze our marketing strategy, then formulates the domestic market selling price and competition strategy.5. Market analysis: This part analyzes the target market segmentation and positioning of this project. It also utilize 4P's to analyze customer needs, eventually make the feasible marketing plan. In the analysis of place and distribution, after analyzed conventional value chain of firm's, we changed or rather expanded its business distribution channel in the next 5years.6. Operation analysis: Through integrating current resources, this part will analyze the investment for personnel and equipment. Through analyzing the production requirements,and human resources, the part will set up the company's organizational structure and design our best production line and utilize the production capability.7. Financial analysis: This part will conduct the five-year financial plan and specify how to use the investment. After assessment of the investment risks, this part will give the financial analysis for this business plan that it is worth the investment from shareholders. |
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