Sales Plane Of XQYY Meat Industry

With the development of economy and the spread of traditional Chinese health-preservation culture, Chinese people began to pursue a healthy diet gradually. An increasing number of people are realizing the mutton nutritional value and the efficacy of preserve one’s health. But most lamb sold on the market is captive sheep, not the best lamb in China. Coincides with consumption upgrade and rapid development of e-commerce, fresh industry is known as the last piece of Blue Oceanin the field of electronic commerce. This project is a sales plan, which aims at selling the quality Inner Mongolia mutton and building high-end lamb brand through Internet. In order to make the project successful and providing reference to decision maker andpotential investors, this paper analyses the project comprehensively using strategy, marketing and finance theory.First, this sales plan introduces XQYY project’s basic information. Then the paper analyses political factors, economical factors, social and culture factors and technological factors faced by the project, which shows that all factors are conducive to this project. Next, the paper analyzes the industry environment, the competitive environment and the project’s own characteristics. This project’s strengthis first mover advantage, high quality products and asset-light strategy. And its weakness is the cold chain logistics and distribution cost, low brand awareness and immature offline channel. According to analysis of SWOT, we choose the "centralization strategy" and "growth-oriented strategy". After determining strategy, the project regards the rich families in big city as its target market through STP theory. Product positioning is green, healthy, high-end lamb, and then develops a marketing strategy based on 4P theory. Following,the plan designs and elaborates the organization and operation of project.At the same time, the sales plan also predicts related financial indicators and prepares financial statement. The financial indicators are normal. The net present value is 4.6043 million yuan if the discount rate is 13 percent. Internal rate of return is 35.12 percent. In brief, the project has a short payback period and high return on investment. Finally, analysis indicates that financial, food safety, competition and demand risks, as the main risks of the project, are tolerable and controllable.Through qualitative and quantitative analysis, the project has good financial index and development prospects, and is risk tolerable.