Business plan

I. Introduction

The basis for the preparation of the project:

1. Project information provided by Dongguang Group;

2. First-hand information obtained through market research;

3. Statistical bulletin of the National Bureau of Statistics on National Economic and Social Development in 1998 and 1999;

4. Internal information of the Commercial Federation and the Commercial Economics Association, “Circulation Business Reference”.

Second, the project overview

Project Name: Dongguang Wholesale Market.

1. Project site selection: Located in the central business district. South of Zhongshan Road, the majority of department stores; North Yi Railway Station.

2. Project size and investment:

The project covers an area of ​​25,300 square meters, with a construction area of ​​70,000 square meters. It is divided into three floors and has a business area of ​​60,000 square meters.

The total investment of the project: 38 million yuan, invested by Dongguang Group.

3. Project operator:

4. Project management mode: The lease operation mode is adopted, that is, the investment is carried out by Dongguang Group and the business is leased.

Third, the project business environment analysis

1. The city where the project is located - the regional political, economic, cultural and commercial center, is the regional transportation hub, with rich population and human resources, strong economic strength and industrial base. In 1999, the city's economy was stable and progressed, and the economic level was gradually improved. Under the fiscal policy of the national economy, the economic operation was obviously accelerated, and the overall economic situation showed a healthy and upward development trend. At present, the economic operation of Juguan has entered the "moderate" green light district, and the overall economic development has entered the state of "boom".

2. The tertiary industry is developing rapidly, and the city's rapid economic growth is supported by greater efforts every year. In 1999, the total added value of the tertiary industry reached 50.67 billion yuan, an increase of 65.3% over 1993, with an average growth rate of 9.9%. The contribution rate of the tertiary industry to gdp increased steadily. From the perspective of industry composition, the wholesale and retail trade catering industry, transportation and postal warehousing industry and financial and insurance industry are the pillar industries that promote the development of the tertiary industry in our city. Among them, the wholesale and retail catering industry as a traditional industry for the development of the tertiary industry, the total value added in 1999 reached 18 billion yuan, ranking first in the tertiary industry, the sustainable development of the tertiary industry, which is mainly based on zero-sum trade, is conducive to promoting The improvement of the consumption level of residents also indicates the industrial potential of the Dongguang wholesale market in the region.

3. The project is in line with the general ideas and basic principles of the development of commerce and trade by the municipal and district governments, and conforms to the basic ideas of the municipal and district governments on "planning, regulation and regulation of the market", and can play a demonstration role in the "commercial block renovation" of the district. The basic idea of ​​the urban government to open up the market is to speed up the pace of reform of the circulation system and speed up the process of the circulation industry from the end industry to the leading industry. In accordance with the principle of "three reforms and one strengthening", with the goal of establishing a modern circulation enterprise system, we will establish a circulation entity with diversified and clear property rights; continue to promote the development of new marketing methods, and construct goods in the direction of large market, big trade, and large circulation. Circulation system; strengthen the regulation and management of market carriers, and achieve rational planning, standardized development, and regular transactions. Focus on the transformation and construction of the national and regional wholesale markets of our city, through technological transformation, to improve the level of modern logistics technology exchanges and management, and gradually form a commodity distribution center and information center with strong trading functions and wide range of radiation. The construction objectives of the project are in full compliance with the above-mentioned needs of the urban government, and therefore will be strongly supported by governments at all levels.

4. In summary, the social and economic development and operation are in good condition, the tertiary industry continues to grow, and the project management policy is consistent with the thinking of all levels of government on the development of large markets. The project will be affirmed and strongly supported by the government. These factors provide a reliable economic and social policy guarantee for the operation of the project.

First, the market and competitor analysis

Market analysis

Social purchasing power analysis.

The growth of the national economy has been steadily accelerated, economic benefits have improved, and people's lives have improved. In 1999, the total retail sales of consumer goods reached 26.32 billion, an increase of 10.1% year-on-year. The urban and rural markets achieved different levels of development respectively. The total retail sales of social consumer goods in the urban area was 23.01 billion yuan, up 11.2%; the total retail sales of social consumer goods at county and county levels was 1.31 billion yuan, up 4.5%; sales of food, clothing and goods increased respectively. 9.6%, 11.7% and 9.6%. People's lives have improved. It is estimated that the per capita disposable income of urban residents will reach 4,950 yuan, an increase of 61%; the per capita net income of farmers in the city will reach 2,870 yuan, an increase of 19.7%.

Consumption propensity analysis

According to statistics, since 1997, the urban and rural residents have experienced an overall increase in consumption and consumption, and the Engel coefficient has declined. With the continuous improvement of the living standards of urban and rural people, the concept of consumption has undergone fundamental changes, and consumption has shown a trend of rapid, healthy, simple, diverse and specialized. People's demand for clothing consumption, especially for high-end, professional services, and elegant shopping environment is increasing. In 1998, the retail sales of clothing to clothing was 10.68 billion yuan, an increase of 11.3% over 1997. In 1999, it was 13.28 billion yuan, an increase of 12.6% over the previous year, and the total retail sales of social consumer goods was 22.6%.

Market capacity analysis

Various commodity markets were active in trading. As of 1998, there were 533 markets in the city, including 71 in the production materials market and 462 in the consumer market. The turnover of various markets in the city was 55.6 billion yuan, a year-on-year increase of 4.2%. There are 55 markets exceeding 100 million yuan, including 46 consumer goods markets; 8 markets exceeding 1 billion yuan, most of which are consumer goods markets. For example, the transaction volume of the five-match market has reached more than 11 billion yuan. In short, various markets have become the main place and space for urban and rural residents to produce and live shopping, and also cultivated the potential customers of "Dongguang Wholesale Market".

The above analysis shows that consumption growth is stable and orderly, demand has rebounded, and social purchasing power is growing at a faster rate, providing a solid market foundation for the development of the project. And with the continuous improvement of living standards, residents are moving away from the original consumption tradition, stepping into a higher level of consumption, people will be more "wearing" in consumption, and pursuing more personalized high-quality clothing consumption level. Improvements and improvements in consumption habits provide a reliable source of customers for the project.

2, competitor analysis

The basic positioning of "Dongguang Wholesale Market" is the first-class commercial center that implements standardized and unified management and high-level service for garment batching, fabric batching and garment processing. Based on this, the project constitutes several targets for market competition points of contact.

White Snow Spring - engaged in clothing retail. The brand operated by the company has a high reputation and competes with the "Dongguang Wholesale Market" for tenants;

The five-match market--clothing and fabrics are batch-zero. The clothing and fabrics that are operated are mixed and have a strong auxiliary force. The competition with the "Dongguang Wholesale Market" is also a tenant;

Liaozhan--Apparel is mainly engaged in casual wear and sportswear. Most of the operators are operating the “three-to-one-complement” enterprises in the southeast coast for the production of foreign orders and the remaining goods, the purchase cost is lower, and the market competitiveness is stronger. The competition with "Dongguang Wholesale Market" is the ultimate consumer.

Despite the existence of competitors, the Dongguang wholesale market still has sufficient advantages to be invincible. First, although the snow and spring markets have the advantages of scale and geographical advantage, the five-match market is not a clothing franchise market, lacking professional advantages; they only operate clothing, fabrics, zeros, lack of clothing-made business, single function, variety of grades Individual stall owners shoddy and damage the market image; second, the two are far from the Dongguang wholesale market, and the business circle will not overlap; thirdly, other small markets such as Guangzhan have price advantages, but there are few varieties. Defects such as small scale make it difficult to form a competitor of "Dongguang Wholesale Market".

In view of this, the "Dongguang Wholesale Market" project in the functional planning as long as the misalignment design with the above competitors, no head-to-head competition, to win customers with modern management, high-grade, high quality and good service, we must reduce the risk of competition, plus Great return on investment and gain competitive advantage in the industry.

Second, the project site conditions analysis

1. Geographic location

"Dongguang Wholesale Market" is located in the commercial district of one of the three major commercial districts of the city. The commercial area is to build the regional business center in accordance with the development of regional economic ideas, and to strengthen the construction of the market system. The location enjoys the best commercial location and the most prosperous business tradition. The transportation is very convenient. There are 25, 20, 282, 329, 422, 132 and 231 buses to the urban and suburban areas. The driving distance is short and the transportation capacity is strong. Has a strong auxiliary ability. It is only a ten-minute journey from Changjiang Street in the west to Taiyuan Street, the largest commercial center in the city. It is now blocked by a shanty town. At present, the district committee and the district government are working on the transformation of this shanty town. Once the project is implemented, the business in the northbound area will be integrated with the commercial centers of Taiyuan Street and Xita Street, and its business opportunities will be even broader. Therefore, the project has a better place than the five-game market, the snowy spring or the light show center. For example, because the market is too large, the facilities are outdated, and the management is lagging behind, the market is often the most serious when traffic is most active, which affects its future development potential.