Company A Social Content E-commerce Project Business Plan

Founded in 1998,A Apparel Group is one of the largest fashion brand companies in China.It has five wholly-owned subsidiaries and three brand lines covering women's wear,men's wear and children's wear.A Apparel Group is a company with strong crisis awareness and strong sensitivity to trends.In the face of the homogenization and fierce competition in the apparel industry,A Apparel Group has been looking for new trends and enthusiasm,and hopes to realize the diversification strategy.Transform and upgrade to get rid of the growth bottleneck.A clothing company has noticed that the development of the social e-commerce industry has been strong in recent years.The total trade volume(GMV)of the industry increased from 37.7 billion yuan in 2013 to 68.35 billion yuan in 2017,with a compound growth rate exceeding 100%.In 2018,the number of monthly active users in China's social e-commerce industry reached 170 million.According to research data,by 2020,the number of social e-commerce users in China will be close to 600 million,and the market size of the entire industry is expected to exceed 3 trillion.Based on this,Company A launched the internal incubation project,the “Beautiful Rubik's Cube” social content e-commerce project.This business plan is an argumentation study of this project.The plan first analyzes the external environment of the project through the PEST tool.It is found that today's traditional e-commerce customer acquisition costs are rising,and the search-type shopping conversion rate is low,after the traffic dividends are exhausted and the overall growth of online shopping is slowing down.This provides an opportunity for the emergence of social e-commerce.According to the SWOT strategic tool,the team uses the resources of the group to ensure the quality of the supply end,and utilizes the two dimensions of content and social to quickly acquire the emerging female consumer groups based on the post-90 s,occupying a place in their fashion shopping habits.It is a viable strategy.Further analysis of the target customers and the market,the project can be positioned in the face of young women with the mass middle-end spending power,relying on high-quality UGC + PGC content output to form a traffic portal,thus achieving a new e-commerce platform for apparel sales.According to the market positioning of the project,the architecture that is most suitable for organizational development is determined to be a flat architecture of an e-commerce platform.The short-term goal of the project is to be one of the Group's important profit contribution units,achieving a proportion of more than 50% of the Group's overall operating income.But the ultimate goal is to serve as a full-scale e-commerce platform,covering the lifestyles of fashion,fashion,skin care,make-up,food,travel,film and television,reading,fitness,and home.Therefore,the plan has designed three development stages to help the project from a single category to a full category,and ultimately cover the entire ecological layout of the financial and logistics sectors.Finally,from the perspective of the project's return on investment,the internal rate of return for the first five years of the project is 43.44%,which is far greater than the project cost of 12%.It can be seen that the project has the feasibility and investment value.