Marketing plan

One. Company Overview I. Company Name: Yitian limited liability company II. Company address: Erdos City III. Company logo:

IV. Equity structure: The company adopts the shareholding structure of the limited liability system. The board of directors is elected by the general meeting of shareholders and the chairman is hired. The company adopts the general manager appointment system, which is nominated by the chairman of the board of directors and is submitted to the board of directors for approval by more than half of the directors. The general manager is responsible for the company's operation and management and is supervised by the board of directors The board of directors and general manager are supervised by the board of supervisors and responsible to the shareholders' meeting. The Board of Supervisors consists of three members, including a representative selected by the shareholders' meeting, a well-known expert hired by the shareholders' meeting and one employee representative from within the company. V. Leadership system: VI. Establishment of company procedures and files: General Manager of the Human Resources Department of the Finance Department of the Information Service Department of the Information Service Department of the Board of Directors: Business Registration: Before the establishment of the company, it must be reviewed by name. For the pre-approval of the application name, the following files shall be submitted: 1. The application for pre-approval of the company name signed by all the sponsors of the limited liability company; 2. The legal person qualification certificate of the investor or the sponsor or the identity certificate of the natural person; 3. The company registration authority Other files required to be submitted; 4. Investment agreements signed by the parties to the investment; For the establishment of a limited liability company, the following files should be submitted: 1. Application for registration of registration signed by the chairman of the company; 2. Record of establishment of the company; cooperation with investors Agreement; 3. Prepare the company's financial audit report; 4. Certificate of capital verification issued by a legally qualified capital verification institution;

5. The sponsor's legal person qualification certificate or the natural person's identity certificate; 6. The board of directors' file on the election of the chairman; 7. The board of directors on the appointment of the general manager; 8. The identification of each director and manager; 9. The pre-approval of the company name Notice; 10. Certificate of company residence. Procedures for handling tax registration 1. Production and operation, independent accounting, and approval of the opening and closing of business licenses issued by the industry and commerce administration authority shall, within 30 days from the date of receipt of the business license, apply to the local tax authorities for tax registration; 1. Fill in the "Application for Tax Registration Report" first; 3. Carry the file or information: business license, relevant contract, articles of association, agreement, bank account certificate, resident ID card, organization code, and other requirements provided by the tax authorities. Relevant documents and information. 4. Fill in the tax registration form truthfully: company name, legal representative name and resident ID card, taxpayer's residence and business location, business nature or business type, accounting method, institution status, librarian relationship, production and business scope, business method, registration Capital, total investment, bank account and account number, production and operation period, number of employees, business license number and business license validity period and date of issuance, financial person in charge and taxation personnel, accounting standard currency, settlement method, fiscal year, general institution Name, address, representative, main business scope, financial controller, and other related matters. 5. The tax authorities will complete the review within 30 days after receiving the information. If the qualification of the general taxpayer of the VAT has been obtained, the tax authority also stamps the special stamp for the general taxpayer's confirmation of the VAT on the first page of the copy of the tax registration certificate as the voucher for receiving the VAT special invoice. VII. Mode of operation: Our company promotes high-quality livestock species as the main business, and establishes a good customer relationship and agency network by providing excellent livestock breeds to upstream herdsmen. The company's upstream herders and downstream companies that purchase raw materials. It acts as a distributor and maintains the main business while exploiting the potential in the agent network, developing economies of scale, and growing itself in a win-win situation. The company's initial goal is to enter the market of cashmere promotion as the basis for the development of the network, II. Situation Analysis I. Industry Overview

China's cashmere processing industry started late, and its real development was in the 1970s and 1980s. Due to China's unique advantages in cashmere raw materials, abundant labor resources, and high profits, in recent years, China's fluff processing industry has achieved rapid development. At present, there are more than 2,600 cashmere processing enterprises in the country, ranging from large enterprise groups like Erdos to small processing plants similar to family workshops. The country produces more than 10 million pieces of cashmere products each year, of which cashmere sweaters account for more than 70%. It is basically a processing system mainly for producing cashmere sweaters. But relatively speaking, the quality of cashmere produced in China is not very high. There are many problems in the process of acquisition, such as the acquisition of medium-pressure price, upgrading and raising prices, reselling, violating price policy, doping and falsehood, etc. The production technology of enterprises producing cashmere products has a certain gap compared with foreign enterprises. These problems have affected the competitiveness of China's cashmere products in the international market, and determined that Chinese enterprises can only obtain less profits in the entire industrial chain. II. Analysis of price situation and prospects: Price situation and reasons: In June, the price of cashmere, which had a strong rise last year, has seen a sharp decline in Linhe and surrounding areas in Inner Mongolia. At present, high-quality cashmere is 260 yuan per kilogram, down 50% from the same period last year. According to the survey, the main reasons for the decline in Linhe cashmere prices in Inner Mongolia: First, it is subject to the cashmere market. This year, the sales of cashmere products at home and abroad are not as good as in previous years. The orders of foreign merchants have decreased, and all major manufacturers have been cautious. Therefore, the demand for cashmere is not as good as that of previous years, which has led to a decline in the purchase price of raw cashmere. Second, the trading hours of raw cashmere have been extended. This year, the new cashmere has been listed. By June, the major manufacturers are still waiting for the same price. Although the price of cashmere has fallen, the manufacturers are still not sure about the price, and a large amount of cashmere is accumulated in the hands of farmers and herdsmen. The confrontation between enterprises and merchants “waiting for price cuts” has lengthened the trading hours of cashmere, forcing the price of cashmere purchases to fall. Third, business operations are struggling. Due to the skyrocketing cashmere prices last year, the cashmere used by cashmere processing enterprises this year was the high-priced cashmere acquired last year. The processing cost is high and the competition between enterprises is more intense. Coupled with the disorderly competition in the cashmere industry, low-cost dumping and mutual price reduction, the cost price of cashmere products increased, while the sales price of cashmere products could not increase simultaneously. The increase in cashmere processing enterprises and the surplus of cashmere products have also caused a large backlog of cashmere products in enterprises and markets. This year, cashmere processing enterprises are generally underfunded, and some small enterprises are on the verge of bankruptcy. Therefore, the operation of cashmere processing enterprises is even more difficult, resulting in a weak cashmere market and a drop in purchase prices. At present, some cashmere deep processing enterprises are still hesitating to wait for the price to fall again before the low price, which leads to the rare history of selling cash in Inner Mongolia pastoral areas. The purchase price of many areas has fallen below the cost price, and nobody cares about it. At present, the herdsmen in the whole area only sell velvet 1023. There are still more than 3,100 tons of backlog in the hands of herders. 4. China has abolished the policy of export tax rebate for cashmere. The 13% export tax rebate for cashmere is cancelled. For cashmere export enterprises, the export price is only 13% higher than the price before the tax refund, but foreign investors are currently difficult to accept. If the price does not go up, it means that the production cost of the export enterprise has to increase by 13%, and the profit margin is reduced by at least 13%. If the profit margin is lowered by 13% in 2004, there may be no profit or loss, and raw material processing enterprises are unbearable. Obviously, there is no room for price reduction in the processing chain, and the cashmere industry has to reshuffle the tax rebate. This has put the company under pressure to improve the level of management technology and reduce costs overall. Prospects Analysis of the decline in cashmere prices will not last long: The first reason is that manufacturers have excess production capacity. More than 2,600 cashmere manufacturers nationwide. Erdos, Xuelian, Tianshan, Luwang

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The annual demand for large manufacturers is more than 7,000 tons of raw cashmere, Qinghe can process 3,000 tons of cashmere per year, and the processing capacity of Bamen Linhe is no more than 2,000 tons. Only four major manufacturers and two major distribution centers need 1.2% of raw velvet. Ten thousand tons. Driven by strong demand, the price hike of cashmere is a foregone conclusion. The second reason is that cotton spinning enterprises have changed the demand for velvet spinning. After the cotton spinning industry pressed the ingots, some cotton spinning enterprises in Jiangsu and Zhejiang provinces have indicated that they should switch to the cashmere textile industry with similar production equipment and technical structure, which will undoubtedly increase the demand for raw cashmere. The third reason is that the total domestic raw cash supply will decline this year. From 1995 to this year, the price of cashmere was low, and the enthusiasm of herders for raising goats was frustrated. The main producing areas of Inner Mongolia, Yimeng, Ximeng and Bameng have slaughtered goats in large numbers. The reduction of cashmere raw materials will inevitably lead to an increase in prices. The fourth reason is that the number of domestic and foreign sales of cashmere sweaters will increase. According to calculations, a cashmere sweater is made with a profit of between 200 and 300 yuan. In 1997, only the domestic sales of Erdos, Xuelian and Luwang reached 1.2 billion yuan, which shows that the domestic market has great potential. From the perspective of export sales, although the profit is lower than domestic sales, the quantity is higher than the 3.54 million pieces last year, and the price has also increased slightly. With the improvement of the international and domestic economic situation, elegant, beautiful, light and warm cashmere products will certainly be sold again. Cause 5 The outbreak of foot and mouth disease caused by the continuous outbreak of Mongolian cashmere. On the 29th, the price of raw cashmere in the Mongolian market fell to 30,000 Tugrik per kilogram, down 13,000 Tugrik from last March. In April and May of each year, it was originally the peak season for Mongolian cashmere production. During this period, a large number of foreign businessmen came to buy cashmere. However, due to the occurrence of foot-and-mouth disease this year, some countries banned the import of Mongolian livestock products, and the number of foreign businessmen who bought cashmere was greatly reduced. The number of Mongolian goats has now reached more than 10 million, with an annual output of 3,600 to 4,000 tons of cashmere, of which the original cashmere exports account for about 50%. Mongolia is the second largest cashmere producer in the world after China. Therefore, the slow sales of cashmere in Mongolia will lead to a further upward trend in international cashmere prices. Analysis of manufacturers: China's cashmere processing industry started late, and its real development is also in the 1970s and 1980s. Due to China's unique advantages in cashmere raw materials, abundant labor resources, and high profits, in recent years, China's fluff processing industry has achieved rapid development. At present, there are more than 2,600 cashmere processing enterprises in the country, ranging from large enterprise groups like Erdos to small processing plants similar to family workshops. The country produces more than 10 million pieces of cashmere products each year, of which cashmere sweaters account for more than 70%. It is basically a processing system mainly for producing cashmere sweaters. Generally speaking, China's cashmere processing industry has a low level, and each kilogram of net velvet can only weave a yarn that is 1 kilometer long. Its products are of various types and grades. In recent years, some enterprises such as Erdos have developed fabrics containing 20% ​​of velvet, which indicates that the gap between China's cashmere processing level and developed countries is narrowing. Most manufacturers now realize that in the current fierce competition in the textile industry, in order to make their own enterprises survive, they must produce high-quality, sophisticated and sophisticated products with new technologies and equipment, and occupy the domestic market. Into the international market. In order to produce the worsted products, it is necessary to use the raw materials. Because there is a certain difference in the quality of the national wool and the imported wool, and the amount is also small, this has formed a situation in which the raw materials of China's wool textile industry have long relied on imports. At the same time, manufacturers also believe that domestic cashmere also has advantages, one is low price, the second is fine, and the third is convenient for purchasing. In some woolen products, the use of domestic fine hair and imported Australian wool can be used to obtain the desired effect, and the cost is much lower than the use of pure imported wool. velvet. China is also an exporter of cashmere products, with an annual export of 3 million pieces of cashmere products. four. Analysis of the basic situation of farmers In 1985, in order to adapt to the reform of the production responsibility system of the pastoral areas and promote the development of production, the state gradually liberalized the cashmere, implemented the local guidelines to guide the price, carried out management, mobilized the enthusiasm of the herdsmen, and promoted the raising of sheep. The development of the industry. But by

The necessary management measures have not kept up, resulting in a number of purchases, acquisitions of medium-pressure price, upgraded prices, reselling, violation of price policies, doping and other issues, cashmere quality seriously declined, prices soared. Analysis of the situation of China's industrial wool, on the one hand, domestic cashmere is in short supply, but there are still slow-moving questions. Since the second half of 1988, there have been irregularities in the sales of cashmere, the fall in prices, and the large backlog of cashmere. From 1995 to this year, the price of cashmere was low, and the enthusiasm of herders for raising goats was frustrated. The main producing areas of Inner Mongolia, Yimeng, Ximeng and Bameng have slaughtered goats in large numbers. The root cause of this phenomenon is the quality and quality of domestic cashmere. In the past ten years, most of the production of national hair has been dispersed by one family. After the shearing, the operators bought the households on a case-by-case basis. Some operators' quality and quality awareness books are packaged in batches without finishing, the market is slightly better, and there are doping and falsehoods, which causes many troubles for manufacturers. The net gross rate is low, the batch and the batch are of different quality, and the industrial classification operation is difficult. This has caused some manufacturers to reluctant to use domestic cashmere. At present, China’s accession to the WTO is imminent. At that time, the impact of imported cashmere on the national hair will be even greater. To solve this contradiction, we should still start from the source. First, we should deter product degradation and speed up product improvement as soon as possible. Second, protect and protect grass hills, pastures, and grasslands, and increase investment. Third, we must have more government actions for dispersed farmers. This is a meticulous work involving a wide range of issues. It is difficult and must be coordinated by many professional departments. At the same time, we should increase publicity and education so that the majority of farmers and herdsmen can truly understand the urgency and necessity of improving the quality and quality of cashmere. Fourth, the business units must strictly control the acquisition, selection, grading, packaging and transportation. The person is responsible for producing the product until the factory. V. Advantages of SWOT analysis: a new business model; our district is the main place for cashmere origin and cashmere products enterprises, and the upstream and downstream are closely linked. Disadvantages: The company is completely starting from zero, lacking in many aspects such as experience and reputation; the company's customer relationship and agency network lacked scale economy in the early stage, and there were education costs for herders and enterprises. Opportunity: Cashmere prices are at the bottom of the valley, and Mongolian cashmere is slow-moving due to foot-and-mouth disease. Therefore, the price of cashmere in China is very likely to rise. In the past few years, herders slaughtered a large number of cashmere sheep due to the structural problems of cashmere acquisition. good time. Threat: Imitation of competitors; pastoral or corporate existence of inappropriate self-interest in the performance of the agreement or failure to fully perform the contract; changes in the international cashmere market; national restrictions on goat stocking. The original cashmere purchaser caused the impact on the agreement; the state canceled 13% of the export tax rebate, affecting the export of cashmere and its products, and has some indirect effects on cashmere enterprises and herders. three. Product and marketing strategy introduction: Product introduction: Liaoning cashmere goat origin Gaizhou City, it is also known as Gaizhou Cashmere Goat, Gaizhou City has more than 300,000 high-quality cashmere goats. It has the characteristics of high cashmere yield, high net cashmere, long velvet fiber, moderate thickness, large body size, stable genetic performance and improved low-yield goat. Its yield is the highest in the country and is known as “National Treasure”. It is one of the few species that China's government has banned from leaving the country. It has been promoted to more than a dozen provinces and cities nationwide. It has maintained the characteristics of high cashmere production everywhere, and it also accepts hybridization with local goats. To the obvious improvement effect, the amount of cashmere has been increased, which is welcomed by farmers and herdsmen everywhere. Benefit analysis: Liaoning cashmere goats are all white and have good physical fitness. Adult rams generally weigh 140-180 kg, and adult ewes generally weigh 80-120. Jin, the net meat rate is 35%, the amount of cashmere is high, and the adult ram produces about 1.2-3.7 kg of cashmere per year. Adult ewes

The cashmere yield is about 0.8-2.0 jin, the fineness of velvet is 15.37 micron, the average natural length of velvet is 6.27 cm, the net velvet rate is about 74%, and the pregnancy gestation period is about 150 days, which can reach 2 years 3-4 tires. The sheep is used for 8 years and the ram is used for 10 years. Each ram can bring 30-50 ewes per year. The feeding cost is low. Each sheep only needs about 1.5 kg of raw material per day. The fleece time is 4 per year. Mid-month. Breeding Liaoning cashmere goats is a risk-free investment, and its economic benefits are very considerable, because Gaizhou cashmere goats have strong adaptability, strong disease resistance and extremely low mortality; and high cashmere yield, good cashmere market prospects, The lowest price of cashmere can be guaranteed to be sold at more than 150 yuan. Cashmere sales are not a problem; the meat production rate is high, and the meat quality is delicious. The price of wool sheep is about 3.5 yuan per catty. For example, the ewes with a cashmere volume of 0.8 kg and the 2 kg rams can be used for the next generation of rams. The ewes can produce more than 1.5 kg, and the ewe can produce more than 1 kg of velvet. The ram of the jin, with 100 ewes with a cashmere of 0.8 kg, requires a total investment of 64,000 yuan. If the breeding cycle is 2 years, it can be developed to more than 320, and the net profit can reach 60,000 yuan. The year is a feeding cycle, which can be developed to more than 500 sheep, and its benefits can reach more than 130,000 yuan. Liaoning cashmere goat latest price list variety age weight cashmere price 8-2035-45 0.8-1.0480 8-2035-45 1.0-1.2580 bred ewes 8-2035-45 1.2 kg or more 700-12003-5 age 60-80 0.8 —1.2500-700 adult ewes 3-5 age 60-80 1.2 kg or more 1000 yuan or more bred rams around December 500-800 1.5 kg around 800-18001.5-1.81500-20001.5-2.01500-2500 2.0-2.53000-5000 Sheep 2.5 kg or more 6000-30000 marketing strategy: According to the previous analysis, we know that the current herders are most worried about the situation of a large area of ​​cashmere in the past few years, and some manufacturers are worried about the quality of cashmere, such as Ordos. Therefore, our company decided to contact this part of the company, promised quality to them, and then promised to the herdsmen to ensure the acquisition, and the intermediate links of our company made everyone profit. . The specific method is to sign the agreement with the upstream and downstream enterprises to guarantee the quality of the upstream herders. The downstream enterprises guarantee the acquisition of cashmere products. At the same time, in order to solve the structural problems of the cashmere purchase price, the pains of the cashmere prices suffered by the herdsmen and downstream enterprises are greatly reduced. After both parties have obtained the required guarantees, both parties should determine the price within the appropriate range.

When purchasing sheep, sign the recycling contract for cashmere and sheep. The recycling conditions of cashmere are based on certain adjustments in market prices. Sheep breeding conditions: must be the high quality ewes and lambs produced by our site, the lambs need to be 10 years old; the recovery price: 400-500 yuan / only; recycling period: 5 years. four. Investment and financial analysis: The profit and loss statement project was accumulated in the previous year. The sales revenue of the product was reduced: the sales cost of the product was not 80000 20000. 2. The profit of the main business plus: the profit of the deputy business was reduced: the administrative expenses, the manufacturing expenses, the financial expenses, other expenses, 6000016000 16000 40000 16000 10000 III. Operating profit plus: investment income Non-operating income 8000020000 20000 IV. Total profit minus: Income tax 174000174000*33%=57420 V. Net profit 116580 Cash flow statement Item Amount of cash flow from operating activities Sales of goods, provision The cash received from the cash received by the labor service is returned to other cash and cash inflows related to the business activities, and the cash paid for the payment of labor, the cash paid to the employees, and the cash paid for the employees. Cash outflows Subtotal operating net cash flow net value 60000 0 2000 62000 11000 3400 14400 47600 Cash flow from investing activities Recovering cash received from investment Revenue from investment income Cash disposal of fixed assets, intangible assets and other long-term assets Cash received Net cash flow amounts of cash inflows for acquisition of fixed assets relating to other investing activities Cash Cash Cash Cash investments intangible assets and other long-term assets to pay pay pay outflows from investing activities 12,000

-12000 Cash flow from financing activities Cash received from cash borrowings Cash received from cash absorption Other cash-related cash inflows related to fund-raising activities Cash-distributed dividends paid, dividends and cash paid for interest payments Cash flow from cash flow outflows related to other fundraising activities. Net cash flow generated by subtotal fundraising activities is 200000200000200000. Long-term planning of the company: Our company's strategic goal is to establish a network that is closely linked with herders. The company can develop high-quality and marketable animal products on the premise of ensuring the marketing of herdsmen's products. At the same time, the company concentrates herder products within a certain range. Mass sales to obtain a monopoly benefit from cashmere. At present, the company's first step is to develop the network, on which the company will further develop other livestock products to tap other scale benefits. Therefore, the next step in our strategy is to prepare for the promotion of dairy cow breeds, because China's dairy industry has strong development potential, and there are structural problems similar to cashmere farming in dairy farming. Our company will seek development in the continuous development of new business, and constantly improve the established network to achieve the largest scale gains.