A Start-up Program Of Cross-border Maternal And Infant Product E-commerce For Chengdu TZ Company

Starting from the three basic issues of cross-border maternal and infant product e-commerce,based on realistic problems of childcare and new market opportunities,this thesis analyze the idea and methodology of a start-up business in this industry.In recent years,cross-border e-commerce has witnessed rapid growth.National and local governments are also strongly supportive on policy aspect,and the development prospects are promising.Due to multiple factors such as the implementation of China's two-child policy,and the third baby boomers entering the childbearing age,increasing number of households with pregnant mother or infant,the market of maternal and infant product has further expanded.From the perspective of industry nature and market environment,there is market foundation for starting a business on cross-border maternal and infant product e-commerce.Although from the perspective of market and competition,the cross-border maternal and infant product e-commerce industry is fiercely competitive,and several e-commerce platforms occupy most of the market's share.However,under the dual drive of new retail and consumer upgrades,cross-border maternal and infants e-commerce are shifting toward globalization,O2 O,community-oriented/communization,and mobilization.This trend has created new opportunities.The shortcoming of traditional e-commerce has exacerbated this transformation.This start-up project is to seize the opportunity brought by the transformation,analyze the industrial background,macro environment,industrial and competitive environment,and provide a feasible solution for the development of the cross-border maternal and infant product e-commerce – cross-border e-commerce + maternal-infant O2 O mode.A community-oriented e-commerce is formed by providing professional maternal and infant consulting services to create an ecological business model.This thesis adopts the SWOT theory to analyze the strength,weakness,opportunities and threats of the project,and proposes strategic suggestions.At the same time,it uses the STP marketing theory for market segmentation and positioning,which is used as a basis for planning marketing programs.In addition,combining the analysis of start-up opportunities,the thesis analyzes the future trends and directions of cross-border maternal and infant product e-commerce,formulate corporate strategies,and provide overall guidance for project implementation programs.Under this guiding strategy,the focus is on five aspects of management planning: organizational structure and labor division,operations management,marketing,risk management,financial analysis and forecasting.First of all,the organizational structure and labor division defines and plans the project's organizational structure and personnel's responsibilities,to provide the basis for human resource management in the project.Secondly,the operation management is guided by the company's strategy,and elaborates on the five aspects related to product and service procurement,e-commerce platform planning,store management,supply chain management,and cost management,which constitute the basic framework for company operations.Then,based on market segmentation,marketing strategy uses 7Ps theory to plan service marketing strategy and identify project risk,and propose counter measures to lower the risk.Finally,by assuming some financial conditions,the thesis predict the financial statements for the next five years and conducting investment analysis accordingly,which once again proves that the project is feasible and can obtain certain returns.