中央空调铝箔复合保温风管系统商业计划书.doc

必 得 制 造 有 限 公 司P3 Manufacturing Co., Ltd.商业计划书Business Plan深圳桑得特实业有限公司SHENZHEN SUNDUTAL IND. DEV. CO. LTD.二OO八年十二月 日December, 2008第三章：中国风管行业市场分析Chapter III: Market Analysis on Chinas Air-duct IndustryI. 宏观经济态势 Macro-economic Situation中国经济数十年迅猛增长，致使中国经济总量在五年内由世界排名第六跃升第四位,并有短期内超越德国的趋势,最近据日本权威机构预测,中国经济总量将在2020年超越美国成为世界上位居第一经济强国。With Chinas rapid economy development in the past ten years, Chinas economic gross was ranked from the sixth to forth in the world ranking list and is expected to overrun Germany. According to a Japanese authoritative institution, the economic gross of China will overrun United States in 2020 and be ranked first in the world. II. 建筑业发展态势 Development Situation of Construction Industry经济的发展势必带动固定资产投资增加，财政收入增加使政府在基础建设上的投入进一步加大，加上2008奥运会和2011世界大学生运动会在中国举行的良好形势下，建筑业发展势不可挡。权威机构预计今年中国固定资产投资同比增加30%，房地产也接近增长30%。 Economy development will increase investment in fixed assets. With the increase of financial revenue, the governments will invest more in infrastructures. Under the good circumstances of 2008 Olympic Games and 2011 World University Games, the construction industry will definitely develop remarkably. According to an authoritative institution, in China, the investment in fixed assets increased by 30% on a year-and-year basis this year, the increase of real estate is also nearly 30%. III. 空调风管市场比重 Air-duct Market Shares随着建筑业的发展，加上建筑节能法规的实施，中央空调系统成为大型建筑设施的必备系统，这都导致了中央空调系统用料需求的迅速增长。据统计，2007年度全国的空调风管年用量将达到或超过一亿两千万平米，且将以每年至少15的速度递增，这是一个有着美好前景的庞大市场。With the development of construction industry, following the implementation of a series of regulation of energy saving construction, central air-conditioning system is required to all big construction project, thus resulting the sharp increase of materials for central air-conditioning system. According to statistics, in 2007, the annul demand of air-duct in China will exceed 120 million square meters. The annual demand will increase by 15% every year in future, showing us a promising big market. 目前，国内空调风管板材种类，传统铁皮加各种复合风管共十种，并仍然以传统风管占据绝大部分市场：Currently, there are around ten types of panels for air-ducts, including the iron sheet and different compound materials. The traditional air-duct still has dominant share in the market. 名 称Name市场占有率 Market Share市场占有率 Market Share备 注NoteP3复合风管板材P3 compound panel0.2%10%12000万平方米年用量,约 亿人民币的巨大市场,并以15%速度递增Annual demand 120 million square meters, valuing around RMB , with increase of 10% every year. 铝箔酚醛复合风管板材Phenolic- aluminumfoil compound panel铝箔聚氨脂复合风管板材Polyurethane-aluminumfoil compound panel铝箔聚苯乙烯复合风管板材polyphony-aluminumfoil compound panel玻镁复合风管板材glass fiber magnesite compound panel玻纤复合风管板材Glass fiber compound panel玻璃钢风管板材Glass reinforced plastic panel铁皮玻璃棉保温材料Iron sheet glass wool heating heating insulation materials铁皮PEF保温材料Iron sheet PEF heating heating insulation materials铁皮橡塑保温材料Iron sheet rubber plastic heating insulation materialsa) Sunductal参与改写行业技术标准Sunductals Participation of Formulating the Industry Standard in China 复合风管已经应用到越来越多的工程项目中去，并且还将进一步扩大，而这种趋势也影响了国家的相关标准。2004年10月1日由国家建设部颁布施行的通风管道技术规程（JGJ1412004）作为风管行业的国家标准明文规定了聚氨脂、酚醛、玻纤等复合风管的技术标准，从而使复合风管拥有了属于自己的清晰标准，解决了复合风管系统制作安装验收过程中无据可依和有据难依的问题。（原来的验收规范主要以铁皮保温材料为主，对复合风管的描述不够清晰细致和明确）。 Compound air-duct is more and more adopted in construction projects in China, and such increase is still going on. Such trend also influences the formulation of industry standard in China. On October 1st, 2004, the Ministry of Construction of PRC promulgated the Code for Air-conditioning and Ventilation Technology (JGJ1412004), expressly stipulating the national technology standards of air-duct of polyurethane, phenolic, glass fiber and etc. After the implementation of the Code, there are clear standards to be followed in compound air-duct industry, ending the situation that no standard to be followed in the manufacture, installation, testing and inspection of compound air-duct. 而这也得益于桑得特公司全体人员的努力并参与标准制定。正是由于桑得特公司多年来的不断努力和专业诚信的服务奠定了其在业界的崇高位置，为复合风管行业树立了一面鲜明的旗帜。Sunductal and its staff contributed a lot to the formulation of the Code. Due to Sunductals continuous efforts and good faith, Sunductal gained very high position built up a good sample in the compound air-duct industry. b) 复合风管的市场机遇Market Opportunity of Compound Air-duct目前中国的复合风管市场份额大致仅占风管市场的10，应用区域还主要集中在各直辖市、省级城市和部分沿海经济发达城市及专业领域和高端企业。随着经济发展，建筑业的发达，环保建材及节能降耗概念将成为我们生活中的主导，绿色的、环保的、节能降耗的复合风管必将全面替代传统风管，因此在经济发展和节能降耗双重因素作用下，市场蛋糕将被加速放大，巨大的市场份额等待着我们去占领。Currently, compound air-duct only occupies 10% of the total air-duct market in China, mainly adopted in cities of provincial level, more developed costal cities, certain special areas and high-end enterprises. Following the development of economy and construction industry, environment constructions materials and energy saving ideas will become leading roles in peoples lives. The traditional air-duct will be replaced by the compound air-duct, which is more green, environment protecting and energy saving. Therefore, with influence of economic development and energy saving, the market will becoming bigger and be more shared by us. 国外的一些老牌风管厂家也不甘落后，纷纷抢摊中国市场，如法国圣戈班依索维尔（Saint-Gobain Isover）、美国杜肯索斯（Ductsox）、美国欧文斯科宁（Owens-Corning）、丹麦法布瑞克（Fabricair）都已在国内投资设厂，并纷纷推出了自己的复合风管材料。Some foreign traditional manufacturers of air-duct, like Saint-Gobain Isover, Ductsox, Owens-Corning and Fabricair, would not like to stay behind and began to explore the market of China. They all set up factories in China, and promoted their own compound air-duct materials. 今年在国内复合风管领域比较畅销的材料是酚醛材料，几乎占据了复合风管总市场的半壁江山，其中的代表企业是厦门高特和滕州华海，其年销量均已达到100万平米，他们的销售秘诀就是两点：满足客户的需求：便宜和满足国家规范：防火。In China, phenolic materials are sold well in Chinas market this year, almost occupying half of the market shares, represented by Gaote in Xiamen city and Hua Hai in Teng Zhou city, of which the respective sales reached 1 million square meters. The secrets of their sales are: satisfying the customers- favorable prices; satisfying national standards- fire resistance. 由于中国的国情所在，对于很多厂家将陆续介入聚氨酯保温材料的市场从而加大竞争这一观点，我们是十分清醒的。在采取的市场策略方面，我们用四个字来形容就是“沉着应对”。Considering Chinas situation, we know very well that more and more competitors will enter into polyurethane heating insulation material market to increase the competition. Facing such situation, our strategy is “meeting calmly”. 第四章：P3竞争分析Chapter IV: Analysis on Competition of P3 ProductsI.产品竞争Product Competition名 称NameM优 势Advantages劣 势DisadvantagesP3复合风管板材市场价8.59.5欧元P3 compound panelMarket price: Euro 8.59.5 铝箔酚醛复合风管板材市场价45欧元；Phenolic- aluminumfoil compound panelMarket price: Euro 45铝箔聚氨脂复合风管板材市场价4.5-5.5欧元Polyurethane-aluminumfoil compound panelMarket price: Euro 4.5-5.5 铝箔聚苯乙烯复合风管板材市场价34欧元；polyphony-aluminumfoil compound panelMarket price: Euro 34玻镁复合风管板材市场价4.55.5欧元glass fiber magnesite compound panelMarket price: Euro 4.55.5玻纤复合风管板材市场价4.55.5欧元Glass fiber compound panelMarket price: Euro 4.55.5玻璃钢风管板材市场价46欧元Glass reinforced plastic panelMarket price: Euro 46铁皮玻璃棉保温材料市场价45.5欧元Iron sheet glass wool heating insulation materialsMarket price: Euro 45.5铁皮PEF保温材料市场价4.5-6欧元Iron sheet PEF heating insulation materialsMarket price: Euro 4.5-6铁皮橡塑保温材料市场价57欧元Iron sheet rubber plastic heating insulation materialsMarket price: Euro 57 第五章：市场营销Chapter V: Sales and Marketing I.营销渠道Sales and Marketing Channels 1、抓住现有合作伙伴，进一步提高服务质量，稳步提升现有客户销量：如已有良好合作基础的家乐福中国、伟创力集团、五粮液集团和国家烟草总公司；Keep maintaining with current partners which have been cooperating well, such as Carrefour, Wei Chuang Li Group, Wuliangye Group and National Tobacco Company;, and further provide better service and increase the sales amount;2、加快行业合作步伐，为目标市场行业的进入和壮大寻求新的合作伙伴：如与专业的电力、通讯、医药设施承建或提供商合作（目前已与富士康集团、上海地铁、湖南电力进行接触并已取得一定进展）；Facilitate the cooperation between different industries, enter into goal market in different industries and seek new powerful partners, like cooperation with construction contractors of electricity power, communication, medicine projects (we already approached to Fuxconn Group, Shanghai Subway and Hunan Electricity Power to develop further business relationship with them); 3、利用现有资源维持和拓展与各级政府部门的协作关系，尤其是各级政府公务署，必要时可以采取免费提供风管材料制作样板的方式，为以后大规模介入政府项目打下基础；Utilize current resources to maintain and explore cooperative relationships with governments of different levels, especially governmental offices in charge of public issues, and offer air-duct sample materials for free when necessary in order to get the big scale projects sponsored by the governments; 4、迅速发展二三级城市代理商，采取选择性分销策略，经过挑选的中间商将能更好地完成职能，有利于营销目标的实现，把P3风管的产品概念播散下去，进一步提升产品的影响力和知名度；Delegate sales agent in middle and small cities, adopt optional distribution strategies, selecting agents with better functions, so as to realize the sales targets, spread the ideas of P3 product and increase the influence and reputation of P3;5、在社会资源丰富的地区开设办事处；Set up branches in the areas with abundant resources;6、根据发展规划进行资本重组，充分借用行业资源。Recombine the capital according to the business plan and utilize the industrial resources as much as possible. II.市场宣传手段Market Promotion Measures 1、围绕公司品牌拓展，采取以自主推广为主，公关力量配合为辅的市场推广模式，实现低成本商品品牌扩张的战略意图;Explore the market based on the brand; adopt the model of self-exploration with supplemental public relationship development; realize the strategic intention of brand expansion at low costs;2、公司拟在国内有代表性的行业、贸易杂志上发布广告和软体文章宣传环保及节能降耗等公益概念，打造公益形象；Plan to publish advertisements with ideas of public benefit, environment protection and energy saving in the major industries, business magazines, so as to build public benefit image of the P3 product; 3、加入（打造）行业网站，充分利用网络链接进行公司宣传;Subscribe the website of different industries to utilize internet resources to promote P3 products;4、重新整理十年业绩，回访客户，制作系统宣传册和音像制品，配合礼品，进行发放。Summarize the performance of P3 in the past, visit the customers, prepare advertisement brochures, audio and video products, gifts to distribute to the customers. 第六章：发展规划Chapter VI: Development PlanI.发展目标Development Goal面对将迅猛发展的风管材料市场，发挥品牌在同业中优势竞争地位，五年内发展成为国内最专业、一流的风管材料供应商。Facing the quick development of air-duct material market, we will vitalize the brand advantage in the industry and develop into the most professional and first class supplier of materials for air-duct within five years. II.战略规划Business Strategic Plan1、重组桑得特公司，引进空调行业巨头，增加公司实力和资源；Restructure Sundutal company, introduce giants in air-condition industry, strength the companys power and recourses;2、变被动营销为主动出击策略，聘请专业营销总监，重新规划市场及招徕有能力的代理商；Change the passive sales strategies to active ones, employ marketing professionals, re-plan the market and invite more capable agents;3、由桑得特与意方合作建立国内生产厂，形成技术市场实力的强强联合；Sunductal will cooperate with Italian party to set up manufacturing plant, to form the strong-strong union of technology- market- power;4、投资并购相关产业优良资产和有潜质的公司，为进入资本市场做准备。Invest in or acquire well performing assets and companies with good potentiality, to be prepared for entry into capital market.III.关于市场发展空间 Market Developing Space随着现代化城市建筑中应用中央空调系统采暖降温越来越普遍，通风管道的风管材料用量也在逐年增加。根据2003年中国暖通协会最新调查，我国中央空调风管年需量在8000万平方米以上，且目前每年以1520的速度增长，到2004年将突破1亿平方米，当前市场风管的产值大约达到了200亿。目前复合夹芯板风管的市场占有率还不足20，但它的优异性能已经获得了市场普遍认可，其产品处于市场销售的快速发展时期。市场前景相当大。 Following more and more adoption of central air-condition in constructions of modern cities, the demand of materials of air-duct keeps on increasing. According to HVAC Associations survey in 2003, the demand of air-duct for central air-condition in China is more than 80 million square meters, with an annual increase of 15% 20%, and would reach 100 million square meters in 2004. In fact, the current production of air-duct in china has reached 200 million. The current market share of compound sandwich panels for air-duct is less than 20%. Since its good performance has been widely recognized, the sales is in a phase of quick increase, showing a pretty promising market. 改变一种习惯是很难的，尤其是改变消费习惯，前几年在中央空调市场建筑设计等部门已经普遍习惯传统风管的情况下，推广起来难度非常大，技术已不成问题了，价格和观念问题是需要面对的。It is not easy to change a habit, especially the consuming habit. A few years ago, the central air-condition related designers only preferred traditional air-duct, causing great difficulty for us to promote P3 products. Although the technology has been developed enough, it still needs to solve the problem of changes peoples idea of price and understandings. 我们未来的工作主要还是组建营销体系，完善市场网络，完善售后服务，尽快与意大利必得公司合作在中国建立生产基地，扩大生产规模，进行综合成本的控制；进一步加大市场的推广力度，让安装商、供应商更加深刻的了解新材料，并且接受它，放心使用它。 Our main jobs in future are: establish sales and distribution system, improve the marketing network and after-sale service; cooperate with Italy P3 to establish manufacturing plant in China as soon as possible, enlarge the production scale and control the expenses; further strength marketing promotion; help the installation companies and suppliers to better understand the new materials, accept them and use them without worry. IV. 优势: Advantages: 1 . sunductal企业形象 Image of Sunductal sunductal在中国已经被同行认定为必得的代言人, 发展到今天取得令人瞩目的成绩，成功的秘决是产品质量+拥有一批专业的技术队伍+庞大的市场销售网络+公司在行业内的特殊地位和信誉。我们一直强调质量信誉是我们公司的基础，从上到下都在灌输这个理念。sunductal企业诚信度高、专业力量强，十年来一直致力必得风管产品的推广，奠定了企业在专业领域龙头的地位，为必得在中国的市场占有率、行业标准的制定完善，甚至行业新规范的修改都立下了汗马功劳。Sunductal has been recognized as presenters of P3 products in the industry, and has made outstanding business merits. The secret of its success lies in: products of good quality + professional technical teams + widely covered sales network + outstanding position and reputation in the industry. Sunductal always emphasizes the importance of good quality and reputation, and promote this idea among staff of different level of the company. During the past ten years, Sunductal engaged in promoting of P3 products in China, formed good faith and reputation in the industry, and contributed a lot to enlarging market shares and the formulation of national standards. 2. sunductal企业资源Sunductals Resources sunductal立足行业十余年，由于其企业信誉、经过市场考验的产品质量建立了广泛的企业资源，从政府有关部门、专业合作伙伴、分销商到用户，sun和P3取得目前市场地位与这些外围资源的倾力帮助是分不开的，未来还将借助这些资源的帮助寻求新的发展,并已为将来做好铺垫工作。Sunductal has been engaging in the industry for more than ten years. Based on its good reputation and abundant experience of marketing testing, it has collected numerous resources among governmental organs, professional partners, agents and customers. Such success can be attributed to help of Italy P3. In future, Sunductal will seek new development opportunities based on such resources. 3. sunductal企业营销网络 Sunductals Sales and Distribution Network桑十年来已经组建了一支高素质的营销队伍，大部分营销人员都是从目前国内知名暖通企业投奔过来的，不仅拥有丰富的营销经验，懂技术、懂市场，而且拥有丰富的客户资源。Sunductal has established a sales group of high level. Most of the salesmen were hunted from other well-know HVAC companies. They are quite experienced in the sales, technology and markets, as well as having abundant customer resources. 桑的销售网络经过十年的建设，已经初见规模，在国内共设19个办事处，营销及服务网络遍布全国大部分地区，已经覆盖了全国二十多个省份，今年我们将对历史销售数据进行专业分析，重新进行战略布局，以应对新规范出台和设厂需要，联合各地办事处及经销网络，我们已经做好了各地区的经销网络，一旦新规范出台，将以快速攻占市场的方式，打开新局面.The sales and distribution network of Sunductal has been developed for ten years and has reached certain scale. Now Sunductal has 19 branches in China, with the sales and service network covering most of areas of more than 20 provinces of China. We summarized and analyzed sales data in the past, based on which we re-planed market strategy, in order to meet the newly promulgated regulations and the proposed manufacturing plant. Uniting our branches and all sales networks, we are already make the sales channel ready in many places in China. Once the new regulation is promulgated, we will occupy more market shares and start a new situation. 我们在全国拥有广泛影响力的媒体进行了大量的广告宣传，通过各种行业专业渠道让市场来认识、了解必得风管整个系统，而非必得板材，推动革新一种消费习惯，让性价比来讲道理。明年，新规范出台后，公司将在全国几十家拥有广泛影响力的行业专业媒体，包括平面媒体、网站进行大规模的广告宣传，在全国举办专业技术推广活动，参加专业展会，以此配合我们公司的产品推广，定将取得可喜的收获。We have made numerous advertisements in the media having important influence in China. Through sales channels in different industries, P 3 air-duct system, but not P3 panels, is gradually known to people, introducing a new consuming preference to public by showing people the performance to price ratio of the products. In the next year, following the promulgation of new regulation on air-duct industry, Sunductal will start a bigger advertisement in the media having strong influence, including paper media, website, participating technology promotion activities, exhibitions. 4. 桑企业技术支持 Technical Support of Sunductal我们意识到必须有高标准的技术服务才能保证“必得风管”概念的先进性。于是，由国家行业安装组、消防高规组、聚氨酯协会组、行业协会、设计院组联合成立的“必得”技术服务专业提高组，针对国内风管安装施工过程中的一些特点和需求开展市场调研，并逐步提出了对配套件、板材、安装工艺、技术人员等方面的改善要求，并对于安装施工过程中的服务内容、技术要求和现场管理进行了规范，提出了技术服务的系列新的公司标准：技术服务组制订的sun风管施工标准、sun风管验收标准、sun风管施工现场管理规程和sun风管技术指导服务内容等四项规范文本，经专业组一致审核、批准，将于2008年3月1日开始正式施行（试行）。We realized the importance to raise the standards of technical service, so as to guarantee P3 air-ducts leading position in the industry. With our efforts, P3 professional technical service improving group was founded by national installation groups, fire resistance groups, polyurethane association, design institutions, engaging in research on the engineering features during domestic installation of air-duct system and working out the requirements of improvement for ancillaries, panels, installation tools, technical staff and etc. It also regulated the service contents, technology requirement, on-site management and formulated new standards of technical service. The group also prepared four codes named Sun Air-duct Engineering C