海外销售计划案例解析(英文版).doc

SELLING TANG SUIT TO U.S.APrepare forPeter Johnson,Chief Operating OfficerNovember 27, 2010CONTENTSPAGEIntroduction .1Features and Uses of Tang Suit .2 Type of Tang Suit .2 What fabric to make a tang suit? .2 Features of Tang Suit .2Market Analysis and Development Strategy .31. Location .32. Sales Strategy .33. Development .44. Market Price .4High Tariffs of the America 5 Data of the Tariffs .5 Way to Solve the Tariff Problem .5Consumer Preferences for Tang Suit .6 Why Tang Suit popular in the America? .6Laws and regulations About Selling Overseas .7Laws and regulations about textile import in America .7Laws and regulations of textile export in China 7Conclusions and Recommendations .8SELLING TANG SUIT TO U.S.AINTRODUCTIONIn the 2001 Shanghai APEC meeting, a picture of former president Bush in the Tang Suit has aroused much attention throughout the U.S. American is not only attracted by the suit but rather than the name behind the clothes it represents: China. Previously, commercials made in China are most welcome in U.S market for their cheap price. Presently, more attention is paid to this country for its success in economic accomplishment. U.S citizens are eager to learn more about China. An item not only made in China but telling the story of China will win more hearts. People will be proud of possessing a collection of Chinese traditional clothes such as the Tang Suit. Therefore, selling the Tang Suit to U.S must be a business opportunity. In order to prove it, this report attempts to conduct a comprehensive analysis of Tang Suit, including the feature of the suit, the market prediction and targeting potential costumers etc.This report will help investors to achieve their business goal of selling Tang Suit by illustrating the perfect location in U.S market where more eyes would draw to the suit. Meanwhile, the sale strategy and the price analysis could help companies to assess the revenue and cost ratio before starting the real business. There is one statistic display reveal the development of Tang Suit sales in U.S to ensure the confidence of the investors.The report will not only demonstrate the opportunity of the Tang Suit business but it uses a major part to narrate the problems companies might confront. The tariff and law regulations would be the crucial part. In terms of the tariff, we could only use data to display the actual fact. It is not our main focus to reach a concrete solution to this issue. However, we do provide some techniques to avoid the high tariff would endanger the revenue, but it is not assured. We suggest the guest should read another part on why invest in the U.S market.In this part, the report fully elaborates the market potential and tendency of the sales in the future. Comparing to the risk the companies might face, the high profit and huge market should influence more on the final decision. FEATURES AND USES OF TANG SUITTang suit contains five distinguishing: collar, joint sleeve, breasted, rectangular buttons, fabric (brocade, silk). It used to be worn in ceremonies and festival occasions. Mainly used for ceremonial clothing and festival clothing. However, presently, new elements such as the west style have added to the tang suit, which makes the tang suit can be wore in daily life. Type of Tang SuitThere are three different types of Tang Suit: Narrow-sleeved jacket or skirt; Hu Dress; and the woman style. What Fabric to Make a Tang Suit?Most garments are made from natural fabrics such as brocade, silk, cotton, but with the progress of the times, but now, a new material can be found in the Tang Suit market: leather. The combination of leather and costume not only to retain the elegant costume, at the same time, tang suit looks differ from before. This is a good idea to expand the market.Now, tang suit has attack new factors in it, it makes tang suit to be out of the ceremonial clothing, daily life, holiday can wear tang suit.Features of Tang SuitIn fact, today the Tang Suit we are wearing does not come from original one. Now the tang suit from the Manchu is a combination of traditional and modern materials. It draws on the Qing dynasty traditional clothing while using the Western clothings technique cut. For example, the Chinese clothing with rarely used long sleeves, since there is no clothing with long sleeves is equivalent no waist. Tang suit is very popular among the upper level people in Hong Kong, Macau and who retuned form foreign countries. Today, it has become popular topic around foreign people. Since that, in 2001, APEC leaders make a tang suit” debut, people to set off the Chinese people to wear their own clothes, the feelings. Today, tang suit wears very general, in China, people wears tang suit in wedding, it also wears in important festival, for example: spring festival, Dragon Boat Festival and so on .in a word, it is a formal wear.MARKET ANALYSIS AND DEVELOPMENT STRATEGYTang suit in the U.S. market is very promising, for in some aspects, such as future development, market pricing, local selection, marketing strategy, we have to do a deep investigation, from which we conclude that, some of the following situation.1. LocationIn New Yorks Chinatown, people will often find several secretly points here, like we often go to Chinatown, near the SOHO loft mainly to prepare for tourists and foreigners such as us overseas Chinese.Since then not difficult to see a lot of people in the United States are exposed to the costume in Chinatown, the choice of this location is limited, we think that we should adhere to some cities in the United States to set up sales shop, but if you want more Americans understand that costume, or even buy a costume, not only in big cities, but also in some villages in advertising, etc., so that people costume to love, so that we can hope to fully open the U.S. market, in the main area we will established shops, such as New York, Chicago, Los Angeles downtown area.2. Sales StrategyTang suit the way in the business, either purchase only from manufacturers, sold changed hands make the difference; also their production, processing and sale of through-train, the costume design, development, innovation and production and marketing business takes all.In costume design and development of cultural content on it should be combined with modern consumption habits, it is necessary to reflect the cultural tastes of the Chinese Tang Dynasty era, but also to take care of peoples consumption of modern psychological and aesthetic tendencies. Tailor-made for the guests could also be considered, so that each guests consumption demand can be met.In the costume of the brand strategy, we believe that by the time the show or the festival of Chinese martial arts performances, reflecting the costume has gone deep into our lives a little bit. In addition, we also think we can and every Chinese restaurant or Chinese goods sales pitch, and reached a cooperation agreement. Mainly by the number of salespeople to sell dressed in costume, so you can more directly to the Americans some visual sense of the cordial feeling better costume.3. DevelopmentTang suit on the market and the Tang Dynastys costume is not the same, one in shape, has been shaped to the Tang Dynasty when the undercover shaped gown；Second is material from the past into a silk wool, acrylic and silk blend. This can reduce the cost of raw materials and selling prices, affordable to more people.A Chinese Garment Industry Association statistics show that as the propensity to consume, social and cultural value and the era of diversification, coupled with the elegance of the Tang suit, gorgeous and deep cultural connotation, costume consumption is also growing year by year. Since 2000, the annual growth rate in more than 10% and this trend will continue, therefore, regarded as a business venture Tang suits the road.Tang suits the culture and use of influence, we can use advertising and other publicity means a lot to expand the development of costume.4. Market PriceIn the inputs: Rent a frontage pavement area of 20 square meters, the monthly rent of 2,000 Yuan, the annual rent 24,000 Yuan; 9,000 store decoration, 3-year assessment is completed, annual amortization 3,000; Purchase of business equipment and 3,000 Yuan, 3-year amortization is completed, assessed 1,000 Yuan per year; Employees who work a monthly salary of 1,000 Yuan, the annual 1.2 million; other expenses 5,000 / year. Annual of fixed operating costs is 4.5 million.The outputs: the Tang suit are many different specifications, high or low sales prices, cheap pieces of less than 100 Yuan each, while the expensive 700 Yuan each. According to an average of 400 Yuan / piece, the average daily sales of three, with sales 1200 Yuan, annual sales 430,000 Yuan, an average of 30% of the gross margin calculations, gross profit of 129,000 Yuan may be. Net of 4.5 million of fixed operating costs, may be more than 8 million net profits.Tang suits market is now pricing 30 to 60 dollars, costume also reflects the fashion, tradition, and national characteristics such as style, many people are now the first choice for clothing.HIGH TARIFFS OF THE AMERICATo export Tang Suit to America, the most important problem we need to face is the high tariffs of the clothes in America. American labor force is very expensive, but Chinese labor force is much cheaper, so the clothes that made in China are also cheaper than which are made in US. In order to protect their own clothing industry, the American government makes the tariffs of import clothes very high. The problem is how we reduce the costs to pay the high tariffs or improve our products quality to sell them with a higher price.Data of the TariffFrom the website of the United States International Trade Commission, I find the tariff of the Tang Suit is about 15.9%, it means if we sell our Tang Suit 100 dollars each, we need to pay 15.9 dollars to the United States government.Way to Tariffs ProblemTo solve the tariffs problem, we need to improve the companys accounting system, by doing this will make our company more international, and then the United States customer will be more likely to buy our product. CONSUMER PREFERENCES FOR TANG SUITSince traditional Chinese culture and Kung Fu promote in the word, lead to more Americans like the Chinese traditional clothing. Also many people fall in love with the artistic movements of Kung Fu and the Chinese culture. So our Tang suit will join the Kung Fu of the design elements.Why Tang Suit popular in the America?The following are the reasons for why Tang Suit popular in the America. Asia and Pacific economies leaders wear Tang suit in APEC meeting. American president and super stars are wearing a Tang Suit to attend some important occasions in America. This led to more young Americans like Tang suit. Chinese movies of Kung Fu are very popular in the United States. Bruce Lee, Jackie Chan and Jet Li have a lot of fans in the United States. These fans are usually like traditional Chinese culture, such as Tang suit. Because of these movie stars of Kung Fu are wearing Tang suit. From 2006 to 2008, the overseas Chinese increased approximately 5 million people in United States population every year. In 2007, the number of Chinese population is 3.54 million. Most overseas Chinese like to wear Tang suit. Can be seen, there is a great market.The U.S. Government has taken some measures. Such as tax cuts. The U.S. consumers personal economic conditions are good. Consumers will spend more money to buy daily necessities, not clothing. 60% of consumers buy clothes at a discount, 37% of consumers plan to buy the next three months the previous quarter less clothing. So we will reduce the cost of raw materials and selling prices. In U.S., cheap supermarket is the most popular retail outlets, accounting for 31% of the share. Therefore, our costume will be sale in the U.S. supermarket.Some Americans like simple style, comfortable clothing. From fabrics, Tang suit mainly uses brocade fabric, its a comfortable fabric.聆聽以拼音方式閱讀字典 - 檢視詳細字典1. 副詞 1. in the wake of2. in pace with2. 介系詞 1. all along2. along of以拼音方式閱讀字典 - 檢視詳細字典1. 副詞 1. in the wake of2. in pace with2. 介系詞 1. all along2. along ofLAWS AND REGULATIONS ABOUT SELLING OVERSEASThe laws, regulations and standards about selling overseas are including both China and America. They have a details series of laws, regulations or standards about textile and apparel labeling to limit the inputs and outputs in the country. In order to confirm our tang suit can be selling to America successfully, all products must be produce correctly with the laws, regulations and standard.Laws and regulations of textile export in ChinaIn order to standardize the management of passive quotas of textiles to maintain the operating order of the textile export to the restriction country, and aimed at the problem of export textiles to the restriction country, the relative Department developed a National Textile Export License Management System For Passive Quota Norms .We will organize our relative organizations to learn the textile quota management requirements to familiar with and compliant it consciously.Laws and regulations about textile import in AmericaIn America, the part of laws and regulations of textile about tang suit are categories by category as follows: 1. Textile components 2. Maintenance tab 3. Flammability 4. Country of origin 5. Manufacturers, importers and distributors.6. Apparel sizingIn 2008, at the workshop of Sino-US textile and apparel safety problem, The United States introduced two legislations to strengthen the quality control of textiles. The quality of textiles is very important in selling overseas. The problem of selling overseas about laws and regulations we should be attention is we should make sure the quality of Tang Suit we made is perfect and up to the mustard. 显示对应的拉丁字符的拼音字典 - 查看字典详细内容CONCLUTIONS AND RECOMMENDATIONSTang Suits styles can be divided into three categories: narrow-sleeved jacket, skirt, hu dress and the woman. Its main material is silk and cotton. It used to be worn in ceremonies and festival occasions. Many overseas Chinese live in United States. Therefore, in this part of the costume will be a great market. Kung fu movies are very popular in the United States, a lot of people fall in love with Kung Fu. So our Tang suit will join the Kung Fu of the design elements.The tariffs of export Tang suit to America is very high, it will increase our cost and force us to raise our Tang Suits price. Some Americans like simple style, comfortable clothing. From fabrics, Tang suit mainly uses brocade fabric. Tang Suit is a great development prospects in the future, now there is a big problem in the U.S. market, primarily operations and management, strategy and if you can do very detailed market research and objective, then there are the U.S. market can good development prospects.Selling Tang Suit to America, it should be try to do hard as following:Let more customers to become VIP members. Whats the first time to inform