Business Preparation Plan for Handmade Pottery Shop 1 Chapter I Executive Summary
Company introduction 1. 1
J.f Ceramic Jewelry Co., Ltd. is a professional ceramic jewelry company with a registered capital of 5 million, located in the porcelain capital of China. Jingdezhen, the company aims to enhance the charm of ceramic ornaments, advocate the culture of ceramic ornaments, revitalize the national ceramic ornaments industry with independent innovation, and devote itself to brand development and production. Jingfeng Ceramic Jewelry Co., Ltd. will build a brand-new high-end ceramic jewelry brand? Cai jingfu? .
Cai? The abbreviation of Cai, the founder of the company, makes the company culture deeply rooted in the hearts of the people and facilitates the inheritance of the company culture. Scene? The company is committed to the development of ceramic ornaments. Jingdezhen is the porcelain capital of China, which has been recognized by the world. Jingdezhen is famous for its ceramics. We want people to believe that our jewelry comes from Jingdezhen, will inherit the culture of Jingdezhen, and will eventually be praised and recognized by the world.
Fu? Fu? Is it China's traditional cultural concept? Cai jingfu? Every ceramic jewelry product and every marketing design concept pay attention to originality and originality, and combine ceramic jewelry culture with traditional China? Fu? Combining culture, subdividing the terminal meeting? Fu? Cultural image is condensed into concrete products, which are endowed with different connotations according to their characteristics, creating a lifestyle that combines modern and classical.
The company will set up direct stores or agents in major cities, and its marketing network will spread all over the provinces, municipalities, autonomous regions and municipalities directly under the central government. The company takes building the first brand of ceramic jewelry in China as its own responsibility, and takes revitalizing national brands and innovating national culture as its corporate philosophy. In the early stage, the company will devote itself to brand building and promotion, and further strengthen cooperation with domestic and foreign brand jewelry manufacturers in order to win more strategic partners and truly realize it? Cai jingfu? The internationalization, technology and branding of ceramic ornaments have made due contributions to the prosperity of ceramic ornaments industry in China.
1.2 technology and products
According to the characteristics of different development periods? In the initial stage, the core R&D strength is relatively weak, and the products mainly rely on the company's existing resources, and the products win by design. With the further development of the company, there are enough resources to support product research and development, and the company will carry out research and development from many aspects such as product materials and appearance to realize the vertical extension and horizontal development of products. The company's main business is ceramic ornaments, and in the mature period of development, it sells ceramic ornaments in moderation. Ceramic jewelry is new? Green/healthy? Trace elements contained in jewelry and raw materials are beneficial to human health, and have health care functions such as improving metabolism and promoting blood circulation. It has strong national characteristics, stable value and collection value. At the same time, the texture is hard and the surface will not be scratched and worn. Ceramic jewelry has the advantages of various materials, forms, unique decorative effect and irreplaceable color, and can be developed into a potential stock of high-end jewelry. 1.3 market prospect
The target group of the product is mainly located at 20? 35-year-old young white-collar female consumer groups. The innovation of jewelry designers on new materials, the change of people's jewelry concept, and the advantages of ceramic jewelry itself, professional high-grade ceramic jewelry is still rare in the market and so on. Thus, ceramic jewelry is a promising jewelry development direction with broad market prospects.
1.4 production and sales
The company is located in the extension line of Yu Tao Road, Jingdezhen City: located in the suburbs, the land price is low, which is convenient for the company to build its own factory during the development period; The surrounding human intelligence reserve is conducive to the company's development; Convenient transportation, surrounded by supporting ceramic jewelry service processing factory. At the same time, the nearby porcelain trade circle is also conducive to the development of the company's business.
In the regional market, the lead-in period of products is mainly to establish brand image, open and initially establish the ceramic jewelry market, and the market strategy is to replace some non-ceramic high-end jewelry and occupy the market share of non-ceramic high-end jewelry. After the initial market accumulation, the company entered the growth period, and the company will build its own factory for production. At this stage, the company will further expand its product line, implement diversification strategy, increase product research and development, increase market share and explore the Southeast Asian market. In the mature stage, we will make use of the company's technical advantages to realize product diversification and expand the market space, and become the leader of the ceramic jewelry market and the first brand of ceramic jewelry.
1.5 investment and finance
The registered capital of the company is 5 million yuan. It is tentatively set as: venture capital company contributes 2 million yuan, accounting for 28.57%, and the company manages.
The investment in the third floor is 3 million yuan, accounting for 7 1.43%. According to the budget, the first year's sales will reach 6.4 million yuan and the net profit will be 660,700 yuan. Then the company will enter a period of rapid development. It is estimated that the sales in the fifth year will reach 6.5438+0.056 million yuan and the net profit will be 28.664 million yuan. The payback period of this project is 2.29 years. If the market prospect is better than forecast, the payback period can be greatly shortened.
1.6 organization and management
The nature of the company is limited liability company, and the general manager responsibility system is implemented under the leadership of the board of directors. The initial organizational structure is planned to adopt dynamic network structure, the development period is adjusted to linear function system, and the mature period is planned to adopt business department system.
1.7 Risk Exit
It is best to withdraw from venture capital within 3 ~ 5 years. At the same time, the company will consider withdrawing from venture capital through long-term holding, equity transfer and share recovery according to specific market conditions.
1.8 team overview jingfeng ceramic ornaments co., ltd is composed of six entrepreneurs. The company's talent structure is reasonable, and six people perform their duties. Among them, Cai, the chairman and general manager of the company, is the founder of the company in Jiangxi, and his family has relatives who do ceramic business. Cai also has a preliminary entrepreneurial experience in the ceramic jewelry project, which is conducive to the implementation of the project; Zhou Hongfeng, the manager of the production department, will be responsible for the production work, and he will complete all production tasks rigorously and practically; Xu Jiajia, the manager of design department, studied at Jingdezhen Ceramic Institute, which is located in Jingdezhen, the capital of porcelain. This school is the only ceramic institution of higher learning in China and an important base for teaching, scientific research and cultural exchange in the fields of ceramic art design and ceramic engineering in China and even the world. The disciplines of ceramic art design and ceramic engineering enjoy a high reputation in the national ceramic industry, and Xu Jiajia will provide us with professional ceramic jewelry product design and related resources. Designer teilen is an outstanding student in the School of Design and Art of Harbin University of Commerce, and will work with Xu Jiajia to build the company's product design department. Zhao Yinlong, the marketing manager, is an excellent student majoring in marketing, which is conducive to the company's market development and development. Sun, manager of the finance department, has a solid accounting foundation, which is conducive to the smooth progress of the company's financial accounting. The whole team includes technical talents, management talents, accounting talents and marketing talents, which fully embodies the advantages of interdisciplinary and interdisciplinary. In addition, we also hired Mr. Li Jian from the School of Management of Harbin University of Commerce as the company's entrepreneurial consultant. Jun Hu, general manager of Qingyun Ceramic Studio, is the technical consultant of the company.
Chapter II Product Overview
2. 1 project background
After the financial crisis, China's economy recovered rapidly through a series of policies to expand domestic demand. China's first jewelry market, like China's economy, is in a historical transition period and presents some new features: (1) The upgrading of residents' consumption structure leads the rapid development of jewelry industry. In recent years, China's jewelry industry has shown a trend of rapid development. Total sales in 20 10 reached 250 billion yuan, up by 13.64% year-on-year. The performance of gold, silver and jewelry enterprises above designated size is even more eye-catching. It is estimated that the annual sales revenue of 201/kloc-0 will reach 49.3 billion yuan, with an increase rate of 59.44%. (2) The per capita consumption level of jewelry has improved, and the industry space is large. At present, the per capita jewelry consumption level in China has increased from 10.2 USD in 2000 to 18.8 USD in 2009. Considering the huge population base of China, the future development space of this industry is very broad. (3) Industry concentration is still low, and there are no monopoly brands in the market. Chow Tai Fook, Lao Fengxiang and Yuyuan Mall cr3, the top three jewelry retailers in 20 10 industry, accounted for 14.03%, and the industry concentration was still low and the competition was fierce.
Ceramic jewelry is a new type of green jewelry, and the trace elements contained in the raw materials are beneficial to human health, with health care functions such as improving metabolism and promoting blood circulation. Compared with traditional jewelry, ceramic jewelry attaches importance to the application of new technologies, new processes, new designs, new concepts and new styles, inherits the cultural connotation of ceramics, and has high-grade appreciation and wearing value. As a new sunrise industry, the domestic ceramic jewelry market is still in its infancy, focusing on the low-end links of the value chain, and influential brands have not yet formed in the industry. Jingfeng Ceramic Ornaments Co., Ltd. has keenly captured the blue ocean of ceramic ornaments, and thinks that the development of ceramic industry not only conforms to the trend of economic development, but also can meet the diversified needs of people's lives. Through independent innovation, based on the domestic market and looking at the international market, we will build an international brand of jewelry industry.
2.2 Product introduction
2.2. 1 ceramics
Ceramics is a general term for pottery and porcelain. All containers made of inorganic mixture of clay and porcelain clay (kaolin) by molding, drying and roasting are collectively called ceramics. The main components of ceramic materials are silicon oxide, aluminum oxide and potassium oxide.
Sodium oxide, calcium oxide, magnesium oxide, iron oxide, titanium oxide, etc. Common ceramic raw materials are clay, Yingshi, albite potassium and so on. Ceramic raw materials generally have high hardness, but poor plasticity. Besides the use of utensils and decorations, it also plays an important role in the development of science and technology. Foreign exchange, attracting investment, also contributed. In recent years, Jingdezhen, as the most representative porcelain capital in the Millennium, has a tendency to make a comeback in the ceramic industry. Last year alone, four breakthroughs were achieved:
First, the total output value of the ceramic industry exceeded the 10 billion mark for the first time, with a year-on-year increase of 42.98%; 2. The export of ceramics exceeded $ 1 billion, up 53.67% year-on-year; Third, the tax paid by ceramics exceeded 100 million yuan, a year-on-year increase of 21.44%; 4. The number of ceramic enterprises exceeded 100, an increase of 25 over the previous year.
Ceramics can be divided into daily-use ceramics, artistic ceramics and industrial ceramics according to different uses. Both decorative and practical:
1 Ceramic tableware for daily use is deeply loved by consumers because of its many advantages, such as easy cleaning, acid and alkali resistance, convenient high-temperature disinfection and steaming, boiling, burning and baking food. High-grade ceramic utensils with beautiful shape and exquisite decoration are not only practical, but also artistic and ornamental, and are necessities of daily life.
Art ceramics, as a special commodity with unique aesthetic value, is both commercial and artistic, and has great cultural and commercial value. Its great artistic charm and economic value are incomparable to many other works of art. Industrial ceramics have many excellent characteristics, such as high strength, high hardness, high temperature resistance, wear resistance and special electricity, magnetism, light, sound and heat. Widely used in metallurgy, machinery, chemical industry, electronic information, aerospace, energy, biological environmental protection, national defense construction and other fields, is an indispensable key to modern manufacturing, especially high-tech industries. It represents the main development direction of modern inorganic nonmetallic materials, and its appearance is considered to be the first in the field of materials science and engineering technology after metal materials (such as steel) and organic polymer materials (such as plastics). The third material revolution? . Compared with metal materials and polymer materials, ceramic materials have three advantages: (1) raw materials are widely available, and the raw materials of industrial ceramics are mainly extracted from the rich non-metallic mineral resources such as bauxite, timely and calcite; ⑵ It has the characteristics of high hardness, high melting point and good chemical stability. ⑶ There are many kinds of products, small investment scale and high added value. It is precisely because of these advantages that industrial ceramics are increasingly used to replace metals and polymer materials in various fields of high technology.
There are many kinds of ceramics and the raw materials are widely distributed. The processed ceramics can be both decorative and practical, and the research on ceramics itself remains to be deepened. On the one hand, the ceramic industry economy of several major ceramic producing areas in China is developing continuously; on the other hand, the low cost of China ceramic industry is unsustainable. Therefore, no matter from the current situation of the ceramic industry, or from its own commercial and cultural value, the ceramic industry is a project worthy of sustainable development.
2.2.2 Ceramic ornaments? The new direction of decorations
Ceramic ornaments are a branch of ceramics, but they are more refined than ceramics, and they are a comprehensive art. The main raw materials of ceramic ornaments are kaolin, feldspar, calcium magnesium silicate with melting effect. The production of ceramics can be divided into four major processes in sequence: raw material treatment, clay blank molding, glazing and firing, namely mixing mud, molding, glazing and firing.
Handmade pottery shop business preparation plan 2 industry prospect
At present, China modern ceramics is in the development stage. In recent years, the relevant national education departments have incorporated ceramic art into the education curriculum from the perspective of quality education. This project also has a green concept, and the state will strongly support it. With the gradual warming of the pottery craze, pottery products are favored by more and more people. Handmade pottery has become another leisure way for people to relax and release themselves after work and study, which can not only develop the cause of modern pottery, but also create opportunities for learning and communication with ceramists.
Project overview
With the gradual warming of the pottery craze, pottery products are favored by more and more people. Handmade pottery has become another leisure way for people to relax and release themselves after work and study. Today, when shops are flying all over the sky, personality is the soul and life of shops. Specialization and personalization are the dominant concepts, and ordinary consumers are the customer base. We will adopt the online operation mode, build our own ceramic shop website, and adopt? One stop? Sales realize operating profit.
Maximize. With the help of electronic interactive platform, we will comprehensively improve the listing speed of product supply and marketing chain, replenish goods in time, and fully communicate with customers. The idea of running a pottery shop stems from our own strong interest in pottery and home decoration and our attraction to the huge development potential of the pottery industry. I. Basic information of the company
(a), the enterprise name: inheritance? DIY Ceramics (II), Industry Type: Emerging Industry
DIY pottery workshop is still a new star in China, a newly-started industry with few competitors, unique products, no year-on-year competition, emotional leisure consumption, large profit margin, strong sustainability and broad development prospects, and it belongs to a brand-new sunshine industry. China ceramic art is developing. Since the rise of ceramic bars in various places a few years ago, people have gradually learned about ceramic art, and ceramic art is entering the family. In the development process in recent years, the relevant education departments have incorporated ceramic art into the teaching curriculum from the perspective of quality education, so that they can be influenced by art from an early age and exercise their practical ability, which well reflects the achievements of quality education.
(3) Organizational form: inheritance? DIY Taoyixuan is a partnership enterprise, which consists of five partners with the same capital contribution. (4) Main products:
Cubic painting is simple to operate. People between the ages of five and twenty can make their favorite paintings in ten minutes according to their own preferences. A strong sense of beauty and accomplishment makes you elegant whether you give it to your friends or keep it for yourself. Stereo painting can not only match colors at will, but also make various patterns through special techniques, which can shine brilliantly. The most wonderful thing about stereoscopic painting is that its raw materials are all locally purchased and its cost is extremely low.
Soft pottery products are cartoon statues that look like real people according to the photos of guests. The work is hand-carved, unique and lovely, and has great collection value. The works are exaggerated without losing truth, lively without losing connotation, and are classic works of art with both fashion and taste. (v) Personal information of entrepreneurs:
(VI) Basic conditions for starting a business: Project: Handmade pottery.
Capital: The capital contribution of all partners is the same (VII). Existing problems.
1. No professional technology and relevant experience. 2. No popularity and influence. (8) Solution: Hire professional lecturers to train employees. Carry out advertising and product display to improve their own services and product quality. Second, the project market analysis
(A), the reason for choosing this project
At present, the society is becoming more and more competitive, and it is urgent for college students facing the pressure of employment and life to give their minds a chance to relax. Therefore, ceramic bar has become a wise choice for college students and has also led the trend of the times. The choice of this project is not only a spiritual liberation for college students, but also provides a platform for us to relax when we are on the move day after day.
(ii) Reasons for choosing the venue
Because we are doing hand-made pottery, our target population is young people, while the mainstream population in university parks is students, and students are new and new human beings. It is a combination of fashion and wisdom, and most popular elements come from the new generation of fashion. As one of the hottest industries in 2 1 century, the choice of ceramic industry in university campus will bring unexpected surprises. Most students like to pursue new things and cultivate their sentiments, and ceramic art can just help students who are nervous about employment find a paradise to relax their minds.
(3), the basic situation of market research
After investigation, ceramic bar has a good development prospect and is more suitable for today's social groups. Therefore, it is a good choice to choose ceramic art as the stage for us to enter the fashion distance.
(4) Analysis of target customers and competitors
Our inheritance-the main customers of Taoba are teachers and students in the university town. College students are the mainstream of fashion. They like to innovate and do things by themselves. Among the students, many students need gifts for their birthdays, and making their own pottery is novel and can represent their own wishes. Secondary customers are workers. During holidays, they can come to our shop to relax their busy mood for a week. Reflect the fun of doing it. Competitive analysis Our ceramic competitors are various jewelry stores and ceramic shops. Because our pottery bar needs ornaments and all kinds of pottery cups and pots, they are our competitors.
(V) Market positioning of products (services)
As we all know, China is a famous country and a big ceramic country, but today, China's ceramics
However, the development level of household appliances is far from the reputation of a big ceramic country and a famous ceramic house. People generally lack attention to ceramic art and taste of ceramic daily utensils. As long as it is a bowl, it can be used to eat; What cup can be used for drinking tea? And so on, this kind of neglect of taste and personalized pursuit is not uncommon. On the one hand, people are proud of the descendants of the Chinese people, but on the other hand, they are so indifferent to the quintessence of the country. This is undoubtedly a sad thing.
(VI) Analysis of service advantages and disadvantages
The advantage of this project is that the pottery-making technology is easy to master, the whole set of technology has written materials and CD-ROM teaching, and all kinds of technological processes can be learned quickly. Ceramic art is also favored by people, and the market demand is increasing. Although the initial investment of this project is larger than that of ordinary DIY, the later operating cost is very low and the market prospect is broad.
The disadvantage of this project is that the mass base of ceramic art is weak, and there is no large-scale ceramic art appreciation group, which makes people's acceptance of modern ceramic art limited. In addition, the introduction of modern ceramic art by the media and newspapers is sporadic, let alone specialized ceramic publications, so people's understanding of this aspect is almost blank. But we will solve these problems one by one, such as constantly launching various activities to increase people's interest in ceramic art.
(vii) Operation
The most important thing in pottery is clay. Clay materials mainly come from manufacturers in places rich in clay such as Hunan and Hebei. Digging clay locally as much as possible can save some money. To train the employees in the store in ceramic courses, each employee is required to master every step of making ceramic art skillfully, and targeted training should be carried out according to the characteristics of employees. Employees with strange ideas also need special training to give full play to their expertise and better serve customers.
(viii) Finance
Together with the items listed in the above table, the monthly salary of shop assistants and ceramic teachers is about 20 thousand yuan, so the total salary is 250 thousand yuan.
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