Download - Hanfu Proposal
RISING STAR LTD
B2B PROPOSAL
By:
TEAM KLE’S CBA
HANGSHANGTABLE OF CONTENTS
SL.NO TOPIC PAGE NO.
1 COMPANY PROFILE 3
2 PRODUCT DESIGN 5
3 SAMPLE 7
4 PROPOSAL 8
5 SWOT ANALYSIS 14
6 CONCLUSION 15
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COMPANY PROFILE
Rising star.ltd [RSL] was incorporated in Shanghai in 2005, with our base located in the
center of Shanghai. RSL was established by its principal directors with aim to share many
of the bountiful treasures that are made in china.
From our extensive and continuously updated portfolio collection we make every effort
to carefully select those goods that we feel will offer a truly unique flavor of the RSL.
From classic and elegant Asian products we guarantee that you will feel the level of
satisfaction that we can deliver to your doorstep. We are continuously searching the
Asian markets to find that special piece of cultural insight that we believe can enrich your
personal and home surroundings.
From our extensive and continuously updated portfolio collection we make every effort
to carefully select those goods that we feel will offer a truly unique flavor of the RSL.
From classic and elegant Asian products we guarantee that you will feel the level of
satisfaction that we can deliver to your very home doorstep.
VISION
The underlying theme running across the broad spectrum of all business activities at
rising star is that of enhancing lifestyles of people, across all diversities and
demographics
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KEYS TO SUCCESS
Timely response to customers' requests: We cannot afford to delay our clients for
whatever reason, as this will have a negative bearing on our image and reputation, as well
as impacting future business. Hence we need to be continually communicating with the
client, so as to ensure that products are delivered on time and according to the customer's
specifications. This will go a long way towards instilling a sense of trust in our ability
and establishing long-term relationships.
Excellence in fulfilling the promise: We intend to produce and provide products of
uncompromised quality to our customers, and excellent service. This is so as to meet their
needs and standards. We acknowledge the fact that the company's success will be based
on spontaneous response to customer orders and hence we intend to set high standards
and work procedures.
Assembly Technology: To ensure quality of the Hanfu designs it is essential to utilize
the latest and most efficient production machines. We also intend to keep abreast with
technological developments, which will ensure we gain and maintain a competitive
advantage utilizing the latest production techniques.
Networking: As the majority of our customers will be wholesalers and intermediaries
there is need to effectively network with the various decision-makers and order-makers to
ensure a ready market.
OBJECTIVES:
Continuously provide high quality hanfu clothes on time and on budget.
Develop enthusiastically satisfied customers all of the time.
Ensure economical use of resources from capacity utilization, minimizing
inventory/stock and low cost, and high quality materials.
Contribute positively to our communities and our environment.
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HANGSHANGEstablish a market presence that assures short-term and long-term profitability, growth
and market share, which will ultimately convert to huge business success
PRODUCT DESIGN
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Highlights
Fabric: Silk Brocade Patterns on the fabric: Blooming Floral
Crossing Collar tying to the rightLong Sleeves with Wide CuffsShining Pale Gold Brocade patched at Collar, Sleeve Cuffs and Dress Bottom RimsFloor Length Skirt with Back Train
Each Set includes: 1 Dress and 1 Matching Belt
Suitable to wear on Chinese theme occasions, Weight: 1.2 kg
Price: ` 8100
HANGSHANG
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Highlights
Calf Length Outer Gown: Fabric: White cotton LeninCrossing Collar tying to the rightLong Sleeves with Wide CuffsHuddling Dragons Embroideries stitched at Mid-sleevesCalf Length
Inner Skirt: Elastic WaistPleated SkirtFull Length
Belt and Pendant: Green Linen Belt with 3 Artificial Jade Stone in the mid frontFlying Dragon Embroideries stitched on the pendant
Each set includes: 1 Long Gown, 1 Skirt and 1 Embroidery Belt
Suitable to wear on Chinese theme occasions, or as Chinese Costumes.
Weight: 2.50 kg
Price: ` 7875
HANGSHANG
SAMPLE:BROCADE FABRIC:
COTTON:
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Lotus pattern Embroidery Chinese caligraphy
Natural elastic fiber Printed cotton Printed cotton
HANGSHANG
PROPOSAL
GENERAL INFO:
RSL reaches its discerning customers through an extensive network comprising exclusive
franchise stores and premium multi-brand trade outlets,. We have an integrated Design
Department, which is constantly at work on innovating designs, concepts and products by
incorporating the latest international trends in fashion and clothing styles.
PROJECT STATEMENT:
Need: we can see a paradigm shift in Chinese culture which is moving from
westernization to hanfu culture, this shift opens up an opportunity for us to cater the
market with affordable hanfu to exclusive custom made hanfu’s to affluent class people.
Expected result: There are a few manufacturers who cater to need of affluent class
people; we have got a large scope for improvement in this gray market. Our marketing
strategies will Ancash hanfu market in china.
PROJECT OBJECTIVE:
Objective is to establish Chinese ancient traditional dress from the grass root level.
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IMPLEMENTATION /4 P'S
PRODUCT:Hanfu is a traditional dress worn by Chinese people, the main feature of Chinese clothing
exchange collar, the right of junction, waist, bound with rope, also used along with hook
and so on, giving the impression of flowing free and easy. As a Hanfu maker, the first
guarantee we give is the quality of the clothing, and the detail of the artisanry and other
basic qualifications, in order to ensure its basic operation. We use the finest material,
combined with expert craftsmanship and quality service, providing premium products to
our buyers.
We offer hanfu to 2 different classes of people as per the segmentation, which comprises
of
Affluent class people: who will be offered products of brocade, brocade silk
materials of superior quality
Middle income level people: who will be offered products of cotton Lenin,
&100% organic cotton with wrinkle free treatment
The BRAND NAME of the product is BEIJINGER dressed to impress…Which will be positioned as a premium brand offering authentic traditional Chinese
custom made clothing of high quality
USP AND DIFFERENTATIONWe sell Hanfu out of the premium quality material providing high quality standards,
through strict archaeological investigation of existing artifacts, the detail of the
Artisanry adds up to the USP.
The clothes are sewn with extreme attention to detail and finished by the most
experienced and capable tailors and that is what differentiate us from others in the
market.
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PRICE:In marketing, price is a vital strategy in competition. We use two kinds of pricing
strategies at the same time.
A. Skimming price: this is for the niche market, where affluent class people are targeted.
B. Penetration price: this penetrates the competitors pricing at the middle level income
group.
PLACE:
We will reach our discerning customers through an extensive network comprising of
exclusive franchise stores, company outlets and premium multi-brand trade outlets.
Distribution channel:
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RSL ltd(Manufacturer & brand owner)
Franchise Company outlets Multi brand trade outlets
Distributor
HANGSHANGPROMOTION:A strong promotional foundation provided by traditional media is imperative for
maximizing brand awareness, developing a positive image, and establishing a solid
reputation.
Our new product will be promoted and finally delivered to the customers by three ways
i.e.
• PRE LAUNCH
During this phase teaser ads will be aired and pasted so as to create curiosity amongst the
target customers.
• LAUNCH
During this phase the advertisements will be very much descriptive
in nature and will give out the detailed information about our product
and the variety it comes in.
The launch will be done officially by having a big event i.e. FASHION SHOW
• POST LAUNCH
In this phase the advertisements will be carrying our offers or contests
if we are having any and will also give out the prizes that are to be
won or also the discounts that the consumers can credit.
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OTHER PROMOTION METHODS INCORPORATED: Advertisements in print publications:
Display ads in trade publications
Display ads in business publications
Custom company magazines
Direct mail
Public relations
Events
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Sector growth projection
ROI chart
Product
No.
Dealers
landing cost
(disc 40%)
Margin
(12 to
15%)
Retailers
landing cost
Margin
(45 to
50%)
Maximum
retail price
Bj-1 4860 583.2 5443.2 2656.8 8100
Bj-2 5400 648 6048 2952 9000
Bj-3 5940 712.8 6652.8 3247.2 9900
Bj-4 6750 810 7560 3600 11250
*the discount given to the dealer is 40% on MRP and 5% extra for bulk orders.
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HANGSHANGFOLLOW UP:
Our marketing team will be conducting surveys every quarter to find out the popularity of
the brand and get feed back about the products performance, according to which further
planning will be done by the marketing team.
SWOT ANALYSIS
STRENGTHS: It stands according to the tradition.
Experienced artisans.
Fabric innovations.
WEAKNESS: Geographical coverage.
OPPORTUNITIES: Cultural shift from modernization to hanfu culture.
Less manufacturers catering to the same need.
THREATS: Scope for more competitors coming in future.
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CONCLUSION“BEIJINGER” promises to emerge as the top brands in this sector and with our business
proposition we certainly could be market leaders, since we aim at continuous renewal of
our plans, and also that people will accept a premium product like ours.
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