1. Preface
With the development of society and the improvement of living standards, people have a wider range of hobbies, among which more and more people like to keep pets. According to a group survey, half of the respondents believe that keeping pets can improve mental health, and psychiatrists also point out that pets are good for human mental health. Pets can bring many benefits to people. According to the survey, when the per capita income in a region exceeds 3, dollars, the consumption habits and leisure habits in this region will change greatly. Some experts pointed out that once the standard of $3, is passed, the local pet products market will increase by 5%. In addition, the consumer groups of pet products are generally wealthy families and single aristocrats, and generally do not care about the price, which gives pet products operators a lot of space.
The market potential of China's pet economy is at least 2 billion yuan, and the annual growth rate is kept above 2%. Take Shanghai and Beijing as examples, the annual pet consumption is around 1.5 billion and 2 billion respectively, with an annual growth rate of 1%. The huge development potential makes it impossible for anyone to be indifferent. ? After spending money to take a puppy home, the investment has just begun, and pet owners often spend more money on their pet dogs than on themselves? . Investing in a pet shop can make you make hundreds of thousands or even millions of profits every year, which is really a wise choice for investors.
According to the statistics of Beijing Public Security Bureau in July this year, there are 534, registered pets in Beijing. If the unregistered pets are added, the number may reach millions, and this number is still on the rise. Small pets began to spawn a new industry that can't be underestimated.
It can be seen that the development of pet shops is an extremely favorable market.
second, the planning summary
this is a planning book made for a certain pet clothing supplies entity store co., ltd., in order to open up the first brand of fashionable pet clothing and attract more senior white-collar workers who love fashion and pets.
Stimulate the market, expand the customer base, provide a platform for customers to know more about our company, and let more pet lovers and pet owners patronize our company, so as to increase clothing sales.
The contents include detailed market analysis, marketing bypass, after-sales service, budget and other planning routes.
III. Company Profile
A certain pet clothing company was established in a certain place at a certain time. It is a company specializing in pet clothing. After continuous development and development, our company has become increasingly mature. Since its establishment, it has made great achievements in all aspects: sales, technology and personnel training.
At present, our products are ... every product and series are aimed at serving customers and opening a diversified, multi-grade and high-quality clothing company. Our company provides a variety of pet clothing: mini series, cute series, noble series, leisure series, etc., and at the same time, professional personnel guide you and tailor your pet. The styles you need to design can be made for you in our company.
Looking back on the past and looking forward to the future, our company has achieved a certain market, which has been well received by our customers in terms of management mechanism, operation mechanism, marketing and after-sales service. We believe that with the perfect combination of products and services, we will definitely gain a world-renowned brand.
IV. Market Analysis
The market analysis of pet clothing stores includes the following points:
(1) Current market conditions and market prospects
Nowadays, walking on the streets of cities, you often see some clothes? Strange clothes? Our pets and owners are strolling in the street: a graceful girl is wearing a Chihuahua in a pink gauze skirt, the old couple is holding Bomei in a red dress, and the owner in a suit and tie is followed by Migru in a green camouflage suit. In some pet products stores, all kinds of pet fashions are dazzling and varied, which is no less than the children's clothes in the stores. And the price of pet fashion is not cheaper than children's fashion.
The pet economy is really a bottomless deep water. According to the statistics of Beijing Society for the Protection of Small Animals, at present, about 4% of families in Beijing have one or more different pets such as cats, dogs, birds and fish. And the actual number is far more than that. The popularity of pets in Tianjin, Nanjing, Guangzhou, Hangzhou, Shenzhen, Chengdu and other places is also high. According to statistics, there are only 6 million dogs registered in China.
With the rapid development of China's economy and the constant renewal of people's consumption concept, it will certainly provide an opportunity for the rapid development of the pet industry, and will inevitably lead to the upsurge of pet economy. There are at least 1 million pets in China at present. From 28 to 29, the household expenditure on pet products in Europe and America increased instead of decreasing. The annual expenditure of American pet industry accounted for 1.34% of American GDP. In 28, the total market value of American pet products reached US$ 43.4 billion, up 5% compared with 27, which provided a strong export potential for China's pet products industry.
The following are some data charts about pet clothing:
Distribution of pet clothing
The above chart shows that there are many markets in China's pet industry, and the prospects are very great, which is very conducive to the development of pet store operators now. Therefore, we should seize the opportunity and meet the challenges of new industries.
(2) Analysis of consumers' acceptability
According to the survey, most pet-keeping families are high-income and middle-income families, and most pet-keeping residents earn more than 3, yuan. The purpose of purchasing is from simple breeding to healthy and interactive breeding now, which will be manifested in the following aspects:
l Consumers' acceptance psychology is becoming more and more mature, from simple feeding to purchasing high-grade pet food now. Pet consumption has gradually become a fashion
l Other life consumption of pets, especially the appearance decoration of pets, so pet clothing occupies a more dominant position
l Spiritual sustenance. According to research, the probability of owning pets in families with children is relatively high, and single women are also an important consumer group of pets, as well as the elderly. These groups have higher and higher demand for pets in today's society
(3) Analysis of the influencing factors of the product market
nAnalysis of the macro environment
According to the data of the National Bureau of Statistics, the gross domestic product increased from 1,965.5 billion yuan in 21 to 33,535.3 billion yuan in 29, with a compound annual growth rate of 15%. Per capita GDP grew at a compound annual growth rate of about 14.2%, from about 8,622 yuan in 21 to about 25, yuan in 29.
n Analysis of social environment
Through the migration of rural population to cities and the transformation of villages and towns to cities, industrialization accelerates the urbanization process in China. According to the National Bureau of Statistics, the total urban population of China increased by about 126 million from 21 to 28, with a compound annual growth rate of about 3.4%. In 21, the urban population accounted for about 37.7% of the total population, and in 28, the proportion has increased to about 45.7%.
It is estimated that by 213, the proportion of urban population in China will increase to 53% in 213.
With the rapid economic growth in China, the income level of urban families has increased accordingly, and their living standards have improved. According to the data of the National Bureau of Statistics, the annual per capita disposable income of urban households in China increased from 6 in 21 and 86 yuan to about 17,175 yuan in 29, with a compound annual growth rate of about 12.1%.
According to the data of National Bureau of Statistics, from 21 to 29, the compound annual growth rate of total retail sales of consumer goods in China reached 16.1%, which was faster than the growth rate of urban disposable income. This shows that with the improvement of living standards in China, the corresponding consumption level has also improved to some extent.
These data show that people's living standards are improving day by day, there are more and more high-income families, and there is an increasing demand for living environment and spiritual requirements, which is also very beneficial for us to develop this industry.
(4) SWOT analysis of our company
S advantages
Our company (store) has an independent facade and a superior geographical location. . . . . . Shopping mall counters are luxurious. . . . Mode (the specific mode here will be explained by your store) makes you feel at home
W Disadvantages
The brand is not yet mature, and there is no opportunity to publicize
O
There are not many large-scale pet clothing stores at present, so we should seize the opportunity to create products that are more attractive to customers
to ensure product quality. The product is the character
T threat
There are companies with a relatively large market share
Other companies continue to settle in a certain city
To sum up the above points, we should take advantage of the opportunity to improve our brand awareness, but we have not carried out strong favorable activities yet. Therefore, it is necessary for us to greatly optimize the quality and brand in order to increase the turnover
V. Marketing strategy
According to market analysis and combining with various business models, we can adopt the following marketing strategies:
1. Target market: According to market analysis, we can determine that the target market is white-collar workers and above who have economic ability, love pets and love fashion.
2. Establish a comfortable, elegant and generous entity brand pet clothing store (company)
Brand stores are our face, so the decoration must be elegant and atmospheric in order to attract high-end and mid-range consumers. The form of our clothing store is: independent stores, shopping mall counters, and I can recommend the following types of stores:
This is a storefront form with external packaging and internal decoration, which is comfortable, elegant and atmospheric. I believe that such a shopping mall and such a facade will be liked by many consumers.
3. Establish an online marketing market, develop your own online company, and do both online and offline.
Establishing a pet clothing brand has the following functions:
l The pet clothing brand website can enhance, expand and deepen the image, value and extension of the clothing brand.
l pet clothing brand website can provide interactive and friendly? Customer relationship management? , whether it is ordinary visitors, consumers, or all links in the value chain of clothing brand production and operation activities.
l pet clothing brand website is the base for online promotion and marketing. On the one hand, we can cooperate with
advertising, public relations and promotion to carry out a series of marketing activities in the offline field; On the other hand, the website itself is an interactive communication platform, and the feedback communication between the two activities can be realized on the website. Moreover, these activities should be based on the core values of clothing brands, so they can ensure the persistence and consistency of activities.
through effective online marketing activities, clothing brand websites can realize the above expectations, and can achieve the purpose of deepening clothing brand communication more quickly than traditional ways and methods.
4. Advertising
Nowadays, every product should be deeply rooted in people's hearts. Advertising is the best foundation and the best sales promotion mode. We can have the following kinds of promotion:
A. Posting posters, which is the most basic
B. TV promotion, which is one of the best choices, is to be bigger, better and more popular.
C. Putting online advertisements, which is a website promotion method with large investment and obvious effect. The selection of advertising targets should conform to the characteristics of the website audience and be adjusted according to the needs of different promotion stages of the website. Website Advertising Plan should be made, and advertisements should be placed on major portals and related theme websites. Instant messaging advertisements are mainly placed on instant messaging tools such as MSN and QQ, which is relatively economical and can be emphasized in this respect.
D. through the promotion of pet clothing attendants. Properly handle promotional activities and increase product sales.
e. If the company is large in scale, you can hire celebrity endorsements
5. Incentives for sales promotion personnel:
1. Establish a commission system: give sales personnel a certain profit according to the size of sales, and you can get the following rewards: gifts, bonuses, sales competitions, tours, etc. to reward employees.
2. Establish a performance evaluation system according to.
6. extend the products in this city? Operating chain stores
With the growth of the company, the maturity of the brand and the improvement of popularity, we can develop pet clothing branches in other regions, expand product lines, and even hit foreign markets
7. Meet the emotional demands of consumers:
? Handle VIP membership for consumers, so that consumers can enjoy membership discounts
? Set up a special veterinary institution to treat consumers' pets
? Set up pet consultation institutions and service institutions
? Set up some preferential activities or free activities on some holidays
? Meet the psychological needs of consumers, give small gifts for each full amount, etc.
? You can also give away other small daily gifts for pets for free, etc.
VI. Product strategy
1. Product as a whole
a) Product refers to any tangible goods and intangible services that can satisfy a certain demand and desire of consumers or users through exchange
Product = entity+service
b) Five levels of the whole product
Core product form product extension product expectation product potential product < For core products? Pet clothing plan
Customize the market development plan of clothing products, add, change and innovate the original styles, use the company's special brands and packaging to provide customers with various services and guarantees, and then conduct market research, new product sales and customer feedback to improve the brand quality
? Increasing consumers' expectations
A good service platform is one of the important prerequisites to attract customers
Developing personalized clothing, due to fierce market competition and consumer demand,