1 product positioning and its characteristics: high-end quality and popular price positioning system. The concise, practical and modern style continuously extends and promotes the model of gift industry chain, and its core content includes the integration of major industries in the gift and jewelry industry, such as handicrafts, home art, artistic ornaments and personal ornaments. Materials, including cloth, ceramics, hardware, floral, resin, wood, glass, plastic and so on.

2 Feasibility background: After the rapid development of the real estate industry, it can be predicted from the development situation of major cities that the gift and jewelry industry will enter the peak period of development in the next few years, and the strong demand of residents in small cities, especially the middle class, for improving the quality of life is the domestic condition for the reform of the home circulation industry. Market demand is the fundamental driving force of market economy. Under the catalysis of the macro environment, this demand will inevitably promote the integration and transformation of the gift and jewelry retail industry.

At present, there are more than 2,500 gift and jewelry circulation places over 5,000 square meters, more than 900 over 1000 square meters, more than 500 over 20,000 square meters, more than 30,000 over 1000, and more than 30 over 50,000 square meters. However, most of these shopping malls are leased by dealers or manufacturers, and independent stores, department stores and supermarkets exist as auxiliary forms. Most of them have no scale and lack brand personality and service connotation. At present, international gift and jewelry retail brand enterprises are expanding their market share in China. These multinational enterprises "people-oriented, honest management", with their innovative products and good quality, have been recognized by China consumers, especially white-collar workers.

3. Under the above background, we judge that we should seize the opportunity under the premise of this opportunity, learn from and absorb the advanced concepts of the industry, improve our foothold with local advantages, and achieve rapid development. Establish a unique product style and marketing system. Occupy a considerable market share before the peak of the industry and lay a solid foundation for unlimited development space in the future.

4. Development plan

Preparatory period: preliminary investigation, sample procurement, shop location, design and decoration, trademark registration, advertising planning and sales of supporting materials.

Expansion period: from a single store to the establishment of an image flagship store and then to the development of franchise chains in surrounding areas

5. Project Difficulties and Solutions

The main difficulty lies in price and quantity.

The solution lies in actively expanding franchise chains in Zhou Lian, establishing multi-channel distribution mode and relatively loose liquidity, and actively developing diversified product series, such as online sales and advertising promotion.

6. Market analysis

1 industry development history and present situation: domestic industry leaders are composed of several forms. After the small factory developed into a brand, some enterprises specialized in producing foreign trade orders, while others moved to Guangdong, and then radiated the whole country in the form of exclusive stores. Among them, the representative ones are high-end brands operated by shopping malls, and the rest of small and medium-sized manufacturers are almost concentrated in Guangzhou and Yiwu wholesale markets. Small jewelry and gift markets are full of low-end commodity markets all over the country or operate in the form of profiteering. No one can establish a unique style, which leads to a huge space.

2 competitive advantage: the two commodity chains ensure the competitive advantage in the industry.

1: Commodity sales must be unified in style, and the overwhelming advantage of small-scale competitors must be guaranteed by multi-series commodity chains.

2. In the face of brand strength competitors, we have gained enough price and style advantages by virtue of self-style series.

7. Market strategy

1 Establishment of sales network: brand franchise chain

Marketing tools: advertising planning, brand promotion

3 other diversified sales models

8, commodity procurement and sales

Purchase method: sampling, budgeting sales cost, setting sales price and determining purchase quantity.

Sales method: actual price sales and preferential discount scheme, wholesale and franchise store price setting.