Commercialization plan of ceramic online website
Author: Wu Ming screen name: nameless wind
China ceramics has a history of nearly ten thousand years since its appearance, and is famous for its rich varieties, exquisite production, diverse forms and far-reaching influence. It is not only a kind of material product, but also a kind of spiritual wealth, and it is also a comprehensive achievement of science and art. The economic development, scientific and technological progress, cultural and artistic evolution, changes in the style of the times and aesthetic evolution of the past dynasties are very prominent in ceramic art, which makes him not only have the unique national style of the Chinese nation, but also have a strong contemporary and distinctive artistic personality. In this sense, we can assert that China ceramics is a symbol of China culture. However, with the advent of the network era and the great opportunity of Jingdezhen, the Millennium porcelain capital, there are few online ceramic business websites. In view of this, the commercialization scheme of ceramic online website is as follows:
Feasibility:
1. technology: We have experienced designers and engineers, which perfectly combine fashionable interface with powerful background programs to realize the perfect integration of art and technology, that is, using ASP programming language +SQL database dynamic website building technology to update and manage websites quickly, conveniently and simply; Our high-performance server, 100M access bandwidth and 24-hour monitoring, can completely guarantee the stability and browsing speed of the website;
2. Content update: the five news editors of the website, the excellent ceramic pictures we have (including about 1000 pictures that have been online), the database of 200,000 ceramic enterprises, the resource cooperation relationship established with major art websites at home and abroad, and the cooperation relationship established with ceramic magazines can meet the daily updating needs of the website;
3. Service consultation: 24-hour consultation telephone, the average online time is about 10 hour, which can solve various problems that may occur on the website in time and answer customers' questions;
Market potential:
1. Ceramic enterprises: At present, there are more than 200,000 domestic ceramic enterprises, taking Jingdezhen, the capital of porcelain, as an example: 68.4% ceramic enterprises have established their own websites, and 82.6% ceramic enterprises have the need to do business online;
2. Ceramic artists: There are more than 65,438+200,000 ceramic artists in China, including more than 800,000 young ceramic artists. Taking Jingdezhen, the capital of porcelain, as an example, 78.4% people have the need to display their works online;
3. Ceramic lovers: owning and appreciating a ceramic work is the spiritual demand and enjoyment of ceramic lovers and the dream of many people. They are all our potential customers; (Note: The above data are obtained from the investigation in Jingdezhen area)
Business plan:
Service items:
1. B2B e-commerce for enterprises
2. Ceramic creators surf the Internet.
3. Ceramic Shopping Mall
4. Online advertising
Entrepreneurial steps:
1. Server upgrade;
2. Improve the website scheme, make B2B ceramic business scheme and B2C online mall;
3. Promote the website. See website planning-promotion for details.
4. Develop online services for ceramic enterprises and ceramic creators.
5. Focus on promoting website advertising services.
Profit model:
1. Provide B2B e-commerce services for enterprises (refer to the profit model of Alibaba's website). The fees are divided into 600 RMB/year [Honest Member], 1000 RMB/year [Gold Member] and 1800 RMB/year [Diamond Member]; (The profit ratio is 36% of the whole station)
2. Provide online services for ceramic creators, show their works and provide them with opportunities to sell ceramics. The fee is 300 yuan/person, and 30% of the turnover is charged for successful sales; (The profit ratio is 42% of the whole station)
3. Provide online advertising services for ceramic enterprises, ceramic creators, ceramic products and websites that need publicity. The price depends on the traffic and influence of our station; (The profit ratio is the whole station 12%)
4. Establish an online ceramic sales mall to provide ceramic products for ceramic lovers and enterprises, and the price of the products depends on the specific products; (The profit ratio is the whole station 10%)
Fund planning:
1. Capital investment: the initial investment shall be no less than RMB 200,000, including 30,000 self-owned funds, 50,000 bank loans and 200,000 venture funds;
25,000 yuan for website system program improvement and server upgrade;
Website ceramic mall 33,000 yuan;
Website promotion of 45,000 yuan;
The daily expenses of the website are 55,000 yuan;
62,000 yuan is the daily working capital;
Stage objectives:
The first stage (2004-2005): Take the opportunity of Jingdezhen Millennium Celebration to persuade 200-260 ceramic enterprises (workshops) in Jingdezhen to develop e-commerce services on the ceramic online website; Attract 240-300 ceramic creators from Jingdezhen to join the ceramic celebrity section of the website; Increase the website traffic from the current 1200IP/ day to 10000 IP/ day; Expand the influence of the website and become a professional website for ceramics; Recover the input cost, achieve balance of payments, and make a certain profit;
The second stage (2005-2006): set up a ceramic production and sales subsidiary to monopolize the online ceramic market in Jiangxi; Enter the domestic ceramic commercial market and carry out website service projects in Foshan, Tangshan, Zibo, Dehua, Chaozhou and other well-known domestic ceramic production bases; The website is fully profitable, with an estimated annual income of 2 million yuan; Become an authoritative ceramic evaluation institution in China, and have the ability to hold a series of large-scale activities such as large-scale ceramic art exhibitions and ceramic seminars; Website traffic increased to 65438+ million IP/ day;
The third stage: (20-2007-20 10/0) Online Mall launched the Olympic ceramics series products, opened branches in famous domestic ceramic production cities, and the website fully entered the domestic ceramic commercial market; Developing ceramic commercial services internationally;
Competitors:
Jinci Mall, China ceramic net, China Ceramic Enterprise Network, 2 1 Century ceramic net, Ceramic Information Resource Network, Ceramic World, Ceramic Trading Network, Jingdezhen Ceramic Business Information Network, Zhongyi Network.
Risk assessment:
When the e-commerce in China is not very mature, it is difficult and risky to be a ceramic e-commerce. The success rate of our online B2C mall is 60%. If we do B2B series, there are already successful models in China (like Alibaba and Yi Bei). I believe that Alibaba will do better than it in ceramic business, with a success rate of 85%, because there are many competitors in Jingdezhen market who are doing B2B services for ceramic enterprises. Under the condition of market economy, whether it is a project or a semi-enterprise, there will be certain risks, but I think we will succeed with our brave struggle, active efforts and continuous innovation!
Website planning:
Column settings:
1. ceramics information: ceramics news, market trends, industry policies, overseas quotes.
2. Ceramic appreciation: blue and white porcelain, pastel porcelain, glazed porcelain, porcelain carving, porcelain carving, exquisite porcelain, antique porcelain, modern porcelain, daily-use porcelain and others.
3. Ceramic history: Neolithic Age, Shang and Zhou Dynasties, Spring and Autumn Period and Warring States Period, Qin and Han Dynasties, Wei and Jin Dynasties, Southern and Northern Dynasties, Sui and Tang Dynasties, Song Dynasty, Liao and Jin Dynasties, Yuan Dynasty, Ming Dynasty, Qing Dynasty, Republic of China, Cultural Revolution ...
4. Ceramic culture: famous ceramic city, common sense of ceramics, ceramic allusions, ceramic research, famous historical kilns, collection and identification.
5. Ceramic production: production technology, production process, production skills, production materials, production examples …
6. Ceramic celebrities: historical celebrities, ceramic arts and crafts professors, national ceramic arts and crafts masters, provincial ceramic arts and crafts masters, ceramic artists, ceramic rookies ...
7. Ceramic business: supply and demand information, online shopping mall,
8. Ceramic enterprises: ceramic enterprises surf the Internet.
9. Ceramic Forum: a place where ceramics exchange.
Promotion:
Slogans: "Understanding China starts here", "Promoting ceramic culture and displaying fine ceramics",
Free parts:
1. E-mail promotion: Through e-mail promotion, send ceramic information and related ceramic knowledge with our unique e-mail address of 500,000 ceramic enterprises and ceramic lovers, and attract everyone to visit our website with world-famous porcelain. So as to increase the number of website views and increase our customers;
2. Forum publicity: BBS is welcomed by netizens with its unique form and powerful functions, and has become a garden for computer users all over the world to exchange information. Through the publicity in BBS and newsgroups on the network, introduce the information about ceramics, release the latest information about ceramics at home and abroad, post some pictures of fine ceramics on it, and put some distinctive fine ceramics on it to attract everyone's interest in our website and achieve the purpose of increasing traffic. Then publicize our services;
3. Website cooperation: We will continue to establish cooperative relations with large-scale ceramic art-related websites at home and abroad, and register advertising promotion websites to display and exchange links, thus achieving the purpose of promoting our website, helping us to better carry out publicity work and improve website visibility. Attract people to browse, and then increase the popularity of the website;
4. Chat promotion: We use our most popular chat software (such as OICQ) to publish website information and mobilize netizens to publicize and promote our website and our services. In this way, more people will know more about ceramics and our services, and guide people to be interested in porcelain production technology, ceramic culture and ceramic history, and then buy porcelain.
Charge part:
1. Online advertising: We advertise online on art and e-commerce websites with high views, publicize our website, introduce our ceramic information and services there, enter our website through advertisements, and introduce ceramic information online, so that people can see exquisite porcelain through the ceramic online website and learn about ceramic information online, thus increasing the number of views of the website and attracting people to buy ceramics from us.
2. Search engine: According to CNNIC survey, search engine is the most commonly used network service for netizens, and 80% of netizens are used to entering "keywords" through search engines to search for information of interest. For our website, logging in search engine is undoubtedly the most economical and effective way to promote the website, and it is also one of the most commonly used online marketing methods. We can find our website through domestic and foreign search engines such as Sina, Sohu, Yahoo, Baidu, Google, Netease, Zhonghua and LYCOS. And use our information resources to attract people who have plans to buy ceramics to our website, watch related ceramics, learn about ceramics and buy satisfactory porcelain.
3. Universal website (network real name): After registering a universal website, you can directly enter the name of the enterprise, product and website, and you can directly visit our website without memorizing complicated domain names and websites, and you don't need to enter prefixes and suffixes, such as www. Com and. Net. It is the most advanced, fastest and most convenient third-generation Internet access standard after IP and domain name, which allows people to access websites quickly. Online real-name registration, free transfer, unlimited business opportunities!
4. Registration and promotion: Registration and promotion of commercial websites will be a very good promotion method. We can register our website to thousands of large domestic and international commercial websites and show our website to potential customers in real time.
other
1, below-the-line should pay attention to promoting websites, enterprise material paper, business cards, product manuals, wrapping paper (boxes), etc. The website domain name should be printed;
2. Website employees remember the website domain name and promote the website anytime and anywhere.