With the continuous improvement of people's living standards and the continuous change of consumption concepts, more and more units and individuals have great demand for alcohol and tobacco.
The first chapter summarizes
I. Company Profile and Business Model
Shenzhen * * * Industrial Co., Ltd. is a private enterprise with independent legal personality. Its main shareholders and managers have many years of experience in real estate and hotel management and sufficient human resources. At the end of 2002, it was registered in Shenzhen Industrial and Commercial Bureau (registration number: 440301102224, license number: Shenbao Zisi S06048, registered capital:10 million yuan. Office premises: No.201Yuhua Garden, Renmin Road, Longhua Town, Baoan District, Shenzhen), business scope: real estate; Purchase and sale of building materials, mechanical and electrical equipment, electronic products, photographic equipment and agricultural and sideline products.
Company inheritance? Loyalty, dedication, diligence and courage? The company aims to contribute to the economic development of Shenzhen. At present, all the work is progressing rapidly and has achieved initial results, with very good development prospects.
Since its establishment, the company has actively expanded the real estate and hotel market in Shenzhen while paying close attention to internal construction. According to the next development plan of Shenzhen Municipal Government, Guangming and Gong Ming will build a satellite new city. The company seized this rare business opportunity and decided to build a new satellite city in the next three years. Within five years, we will develop 500,000 square meters of commercial and residential quarters in Guangming and build 350,000 square meters of five-star garden hotels.
In order to broaden business channels, improve business performance and reduce business risks, the company was authorized by Jiangxi Longteng Liquor Co., Ltd. in September 2003. Old watch wine? The only distributor in Shenzhen.
Distribution since September 2003? Old watch wine? Since, my company has been here? Old watch wine? Achievements have been made in sales, which are embodied in the realization of sales revenue of 6.5438+0 million yuan and gross profit of 300,000 yuan, and the rapid growth of sales. According to the expected financial analysis, our company expects sales revenue of 5 million yuan in 2003, gross profit of 6.5438+240 million yuan, sales revenue of 30 million yuan in 2004, gross profit of 7.47 million yuan, sales revenue of 40 million yuan in 2005 and gross profit of 9.96 million yuan. The reason why this goal can be achieved is mainly for market development and brand awareness. Old watch wine? Open the market; Increase sales outlets or other sales measures.
Our company mainly sells the following commodities:
Now? Old watch wine? Our sales are in a state of market development and rapid expansion. In order to implement our plan, we need a total loan of 3 million yuan for the following purposes:
1. In order to establish and develop the marketing network, establish the commodity distribution center and expand the storage capacity to meet the needs of customers.
Increase sales to promote and improve our products or services.
3. In order to increase distribution channels, regional sales, sales offices and so on.
Due to the influx of new orders, it is necessary to improve the customer support and service system to meet the needs of growth.
Chapter II Products and Services
Shenzhen * * * Industrial Co., Ltd. is currently acting as an agent? Old watch wine? Generally speaking, the operation of series products is still in the primary stage. In the catering industry in China? Wine culture? Traditional culture has a long history. Isn't the industry doing enough in this culture? Wine? Articles.
Our products are produced in Luzhou, Sichuan, and the wine body formula comes from? Guokeng. 1573? , distinguished? Guokeng. 1573? Ms. Chen Jia, a designer and senior bartender, prepared it herself. Old watch wine? Can you talk to? Guokeng. 1573? Comparable.
? Cousin? The packaging of wine comes from Jingdezhen professional manufacturers, and the technology is the most advanced in China? Lang Yaohong? 、? Kiln change? And then what? Crystalline glaze? It is the first in the world wine industry, and its high-grade degree is amazing. Manufacturing? Old watch wine? While exploring and inheriting Jiangxi wine culture, it is organically combined with Jingdezhen's long-standing porcelain culture to make it? Cousin? This brand contains a deeper essence of Jiangxi culture; Coupled with ingenious and exquisite packaging, it ensures the cohesion of Jiangxi feelings? Cousin? Wine has a high starting point, high taste and high quality.
After objectively examining the industry market and optimizing and integrating its own resources, Shenzhen * * * Industrial Co., Ltd. has set a challenging and realistic strategic development goal for itself:
1) The annual sales target for 2004 is 30 million yuan;
2) Market expansion covers all districts and towns in Shenzhen;
3) Establish and improve four major network platforms to advance into the Guangdong market;
4) The annual market share increases at a rate of 30%;
At present, our products are in the primary stage. We plan to continue to expand the market coverage of our products based on this product. The development contents include: the establishment of commodity distribution and storage centers, regional distribution centers and sales outlets.
In the process of expanding business scope, the main key factor is deficiency.
Our business is unique. We provide channel development support. For the development of terminal outlets, we will send business representatives to assist dealers in the development, maintenance and marketing promotion of terminal outlets as needed. For the development of distribution channels, our business representatives will assist dealers to build and maintain the distribution network, strictly implement the company's market policies, and ensure the smooth distribution channels. Market management support, while developing the market, our business representatives will assist dealers in standardized management of sales and market.
1. Establish a market supervision organization, strengthen the crackdown on bad business practices such as market grabbing and low-price dumping, and safeguard the normal behavior of regional markets and the interests of distributors.
2. Regularly collect and analyze market information and various sales situations, help dealers plan and manage their business, and establish their own unique brand image.
3. Establish institutional communication mechanism with partners, quickly grasp the first-hand market information, and listen to the rational suggestions and opinions of partners. On the basis of the overall brand marketing strategy, the integrated marketing scheme in line with the local market is formulated for different markets.
We provide sales incentive support for distribution? Cousin? In addition to the above support, the distributors of wine series products will also give appropriate sales incentives every quarter and every year according to the cooperation and actual sales performance of the distributors.
Besides,? Cousin? This word has been recognized by the people of the whole country and made Jiangxi people feel more cordial. We believe that? Cousin? Wine series products will quickly enter the market and be recognized and loved by consumers.
First, the market positioning
1) Gift-oriented (high-grade wine) government officials (reception, banquets, gifts)
2) High-end products (gifts, meals) with high income level and certain appreciation ability;
3) Mid-range type requires high quality drinks, and also has social backbone (dining table, party) with income level.
4) Low-end consumers who are price-sensitive and demand quality (catering, parties, gifts, banquets, etc. )
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