| The cross-border E-commerce has gradually became a new hotspot of E-commerce in recent years. The growth rate of E-commerce trading volume is far more the growth rate of foreign trade import and export. According to China Electronic Commerce Research Center statistics, the cross-border E-commerce transaction amount is 3 trillion and 100 billion yuan in 2013, and the growth rate is 31.3%,and it accounted 11.9% in total volume of import and export. The cross-border E-commerce transaction amount is 4 trillion yuan in 2014. With more and more national stimulus policy to cross-border E-commerce continuously introduced and industry chain gradually improved, it is expected that the transaction amount of cross-border E-commerce will reach 8 trillion yuan in 2017, the proportion will reach about 20% in the total volume of import and export trade.Under this background, many domestic home textile manufacturers and trading company began develop cross-border E-commerce. As a new established home textile trading company with background of UK home textile group and China home textile manufacturing, H company planned to utilize its many kinds of strength to develop the project of brand home textile cross-border E-commerce business.This business plan is about the project of H company developing brand home textile cross-border E-commerce business. The purpose of this business plan is giving the guideline to this project, and make the project become bigger and stronger. However, it is also expected to give the information to venture investor who is interested in this project join the project team.Firstly, this business plan introduces and analysis the status of H company, secondly, it is the analysis in the strategic level, the third part is the implementation level of analysis, and finally it is the financial revenue forecast and risk exit mechanism.Following the above ideas, at the strategic level, thi s business plan analyzes the situation of H company and its core competitive ability; using Porter’s five forces model to analysis cross-border E-commerce industry micro environment analysis, and make the analysis of industry macro environment with SLEPT model, using the SWOT analysis method to analyze the external opportunities and threats, internal strengths and weaknesses of H company. Then it makes competition analysis through choosing the main competitors in domestic and international home textile market include domestic brand Luolai and Youya100, international brand Dorma and ACS. At the implementation level, the paper proceeds market segmentation, target market selection and market positioning through using STP theory. Then it proceed analysis of proposed marketing mix strategy, product strategy, pricing strategy, channel strategy, promotion strategy with the 4Ps theory. It also analyzes the opportunities and give risk warning; At operation plan, it expounds the company’s short-term daily operation procedures, long-term business milestone, organization and team management. The financial plan gives 5 years of financial statements forecasting, demand for funds and use plan, also describe the risk of the project and exit mechanism.The research shows that it is a great opportunity to the home textile cross-border E-commerce currently. H company has unique competitive advantages, which can fully make use of its advantages and the opportunities of environment and policy to achieve the rapid development and substantial return on investment. |
