1. 1 project background

As an entrepreneur, I majored in jewelry during my college years, so I did not hesitate to choose the jewelry industry that I am most familiar with. Now the economic situation in China is excellent and the people are well-off. When they have more spare money, it will be a very important choice to buy jewelry, whether for investment or use. Today's jewelry market is booming, but referring to the experience of developed countries, it is still conceivable that this booming development will continue and even become more and more enthusiastic for a long time to come. Therefore, it is an excellent decision to enter the market and set up projects on the premise of knowledge background.

1.2 goal planning

Newcomers should not aim too high when they go out to sea. In addition, individuals are not ambitious and have strong desires. So the goal is only to build a small-scale enterprise that can make stable profits. Whether to upgrade the scale depends on the future development, but on the premise of absolute feasibility, the goal will be to eventually build a joint-stock listed company.

1.3 market prospect

After careful consideration, although the current jewelry market is not completely saturated, it can be seen that there is no chance of speculation at all, and in fact the market has been basically occupied and carved up, which can be seen from the fact that many studios have opened their own stores in recent years. The sales of physical stores, online stores and WeChat are almost overwhelming. It can be said that the space left by the market is already very narrow. In this market situation, in order to ensure survival and even profitability, we must make breakthroughs and innovations and open up new markets or at least only our own. In a word, I am not optimistic about the market prospect. As a sideline micro-store, it is still possible to run a physical store. However, because individuals have more detailed ideas, they still have some confidence in this venture.

2. Market analysis

2. 1 customer analysis

Customers often have brand loyalty. As a new "brand", we should not just wait for the old enterprises to make mistakes and lose customers, but build our own customer base from the blank. On the one hand, it is basic to catch the most ordinary people in the market, and there will be some accumulation through normal operation; On the other hand, I set the main target of the market as a strange customer-a person who has money and wants to show and highlight his uniqueness and advantages through various channels and ways, and a large part of them can be called "nouveau riche" for short.

2.2 Demand analysis

Jewelry is a symbol of luxury, wealth and beauty; Jewelry is an investment and a way to preserve the value of money. Now, China people are very rich and have more and more money. Both the investment intention and the purchasing power of luxury goods are unprecedented expansion. There is no doubt that the relationship between supply and demand in this market is still conducive to entry.

2.3 Competition analysis

2.3. 1 competitive advantage

Surprise. Pure competition, it is difficult for a new enterprise to have any advantages, and the price war has always been the worst move. Simply put, competitive advantage does not exist under natural conditions and must be created by ourselves.

rival

Established companies have firmly occupied the market with their own brands, and they cannot be expected to make mistakes; Now online stores and WeChat sales are booming, and they also occupy a considerable market share. These are competitors who need to compete.

3. Company overview

3. 1 company

This is a brand-new company, with no market share, no sales channels and no supply. Yes, for the time being, there is only the brain of a boss who doesn't even have money. I really don't know how to write here. ...

3.2 Overall strategy

On the basis of personal small-scale studio, according to the actual development in the future, determine the direction of large-scale development. It may maintain its scale all the time, or it may expand its sales, such as establishing downtown stores or even setting up joint-stock companies.

3.3 Development strategy

3.3. 1 initial strategy

On the basis of low investment, we will open a small studio with a scale of one person and promote it through WeChat and Weibo. And propaganda means must not be deliberately handled. We should take the high-end and rare route as far as possible according to the cost, and at the same time take the way of "screening customers" as a "hush head" to attract "quality customers" and establish a brand in an alternative way.

Medium-term strategy

After the brand is established, it will maintain the classic model, open stores in downtown areas according to the actual market situation, expand customers, increase product varieties and expand marketing scale. The number of stores is basically controlled at one or two. There is no management, and individuals directly manage, maintain and consolidate the brand.

Final strategy

After the brand is completely completed, the enterprise has occupied a considerable market share and developed quite smoothly. Therefore, the scale of enterprises has expanded rapidly, using brand effect to organize joint-stock enterprises, maintaining traditional private studios and joining the market competition of established jewelry enterprises. At the same time, private studios also began to accept services for celebrities.

3.4 Human resources organization

One person is enough at first.

3.5 Financial Management System

My own store doesn't need these systems yet, so I just need to control my income sources and reduce my expenses.

3.6 Corporate culture

Due to the particularity of the target customer group, the culture of the enterprise requires the formation of a "high-end and mysterious" cultural atmosphere, while highlighting "rare" and "rare buying" and grasping the hearts of the target customer group.

3.7 Service Overview

"One-on-one invitation" allows customers to come to the store for face-to-face tea chat and choose their favorite high-grade jadeite and jewelry jade. While selling products to customers, we can also experience a kind of leisure and relaxation full of elegance, giving customers a strong feeling of "people with accents", which not only satisfies customers' shopping desire, but also satisfies customers' vanity psychology.

4. Organization and management system

4. 1 organization

Initially, it was a personal studio, and no employees were recruited; Brand building went smoothly. After opening one or two stores, each store hired two or three salespeople, and the boss was responsible for the management, distribution and overall management of the store.

4.2 Management mode

Because the original intention of an enterprise is only to maintain small-scale operation, in principle, it always adopts the boss's direct and full management, which saves the management problems caused by complex organizational forms.

5. Investment strategy

5. 1 share offering

At the initial stage or even in the middle stage, the joint-stock system will not be established, and the financing problem will not be considered, and the small-scale operation will basically be maintained.

5.2 Project Financing

According to the comprehensive factors such as store rent, decoration and purchase, the initial financing amount is about 1 10,000 yuan, which will be raised through personal deposits and bank loans. For the fund-raising object, it can be repaid in the form of dividends after profit, or it can be repaid simply by borrowing.

6. Market strategy

6. 1 marketing objectives

Establish brand-new characteristic brands, attract special customer groups, and realize small-scale stable income.

6.2 marketing model

At first, the form of private studio emphasized "face-to-face" personal sales to ensure the uniqueness, rarity, high quality and high price of goods. While emphasizing profit, we don't emphasize quantity, but emphasize the quality of customers. In the medium-term store direct operation mode, it began to sell low-end goods, such as colored gems jewelry, diamond jewelry, low-end nephrite and jadeite; Continue to maintain the "face-to-face" sales of high-end rare products in the studio, and begin to guide customers with purchasing power and strong desire to buy in the studio. If you enter the final enterprise marketing mode, you will try to expand your influence through the celebrity effect of personal tailor, and launch all-round marketing with the conventional jewelry enterprise marketing mode.

6.3 cargo flow pattern

By purchasing goods through individuals with professional knowledge and accumulating capital through personal sales, the price difference generated in the sales process can be reduced as much as possible during the purchase process. By adopting direct sales, the cost can be reduced to a certain extent, but the sales price is not reduced, and "high price" is regarded as the core part of attracting customers. In the process of store sales, direct supply sales are still adopted.

7. Budget analysis

Pre-lease decoration cost of small private studio: 200,000 yuan.

* See the appendix for the simple design of the studio.

The first batch of goods: 750,000 yuan (small quantity to ensure the quality of goods)

Publicity and advertising: the price is extremely low.

Risk reserve fund: 50,000 yuan.

8. Risk analysis

8. 1 opportunity

Now the economic situation in China is excellent and the people are well-off. When they have more spare money, it will be a very important choice to buy jewelry, whether for investment or use. Today's jewelry market is booming, but referring to the experience of developed countries, it is still conceivable that this booming development will continue and even become more and more enthusiastic for a long time to come.

8.2 Risks and Strategies

The basis of sales lies in the exaggerated psychology of China people who are rich today, so creating mystery must only be a very small and hidden initial propaganda method, and the best effect can be achieved through "person-to-person" propaganda. After winning the first customer's heart, the sales will be smoother and smoother, but the risk is that if there is no "first person" all the time, the sales will be difficult and the whole project will collapse. It can be said that this is the most critical and fatal risk of this project.