Project name of procurement website plan: * * Global procurement website plan
Background:
In recent years, the concept of online shopping has become popular among hundreds of millions of netizens in China, and we are accepting a brand-new consumption pattern and concept. Among them, Tmall, Taobao and QQ Mall of B2C and C2C investment platforms, JD.COM Mall of B2C, Dangdang and Alibaba, and Smart of B2B are all well known to netizens. More and more people begin to accept online shopping, and the development speed of e-commerce websites is considerable. As an emerging e-commerce in recent years, the potential market is still very large. First, the popularity of the Internet has enabled more people to get in touch with the Internet and then accept online shopping. Secondly, using the Internet to realize your desire to buy shows certain advantages, such as being able to buy goods and enjoy services without going out. Thirdly, with the development of e-commerce, the security of online shopping as a consumption mode and service industry is gradually improving. Finally, although e-commerce has developed rapidly, it is still a small part compared with traditional buying behavior, accounting for only a few percent of the whole market. It accounts for more than 30% in the United States, and there is still a lot of room for potential market development in China. Generally speaking, compared with traditional marketing mode and e-commerce, it has obvious advantages.
Goal:
Well-known online shopping centers at home and abroad provide customers with a safe, fast and convenient global online shopping platform without territory.
Purpose:
Internationalize online shopping: more choices, more reassurance, safer, happier and simpler.
1, procurement market analysis
China's online shopping market mainly stems from the prosperity of C2C, but although C2C, which is dominated by Taobao, still has an absolute advantage in the field of e-commerce in China, "B2C will replace C2C as the mainstream of e-commerce." From the perspective of industry development, when an industry develops to the stage where a hundred schools of thought contend, the intermediary industry that links the blank of the industry and runs through the boundary rules will have the opportunity to rise and develop. Looking at today's online shopping demand, although there are well-known B2C online shopping platforms such as Taobao, Dangdang, JD.COM Mall and QQ Mall in China, and well-known multinational online shopping platforms such as Amazon and Lotte abroad, there are few platforms that unify rules, centrally optimize logistics and manage payment as a whole. Consumers will spend a lot of time on colorful online shopping platforms to choose and judge their own consumption, calculation and relatively rich commodity information. If online shopping becomes so laborious, it will lose its original convenience. The purchasing website can help consumers to buy goods from the online shop of the factory to the greatest extent, and reduce the price increase links of various dealers and retailers in the chaos. Reduce unnecessary logistics and transportation costs and remittance procedures, and at the same time, find novel and scarce goods from different Chinese and foreign websites according to the individual needs of customers.
A. buying consumer analysis
The target market of pure network pipeline sales is mainly 15-35-year-old people who often surf the Internet. Only a small number of these people continue to buy online, and most people's online shopping behavior is accidental and early adopters. However, since the emergence of the purchasing industry, more consumers have increased the geographical scope of their choice of consumption. Through the establishment of purchasing points, global and domestic purchasing can be realized, so that consumers can have room for development at their own age (such as middle-aged and elderly people), and international purchasing can be realized through the convenience of language platform. The purchase platform can drive a wider range of consumption choices through a wide network of domestic and foreign resources. It is more convenient for overseas consumers to buy good quality and low price goods from China, and it is more convenient for domestic consumers to buy fashion products from foreign brands. Therefore, from the perspective of regional leapfrogging and national boundary differences, it is more profitable to help consumers buy and concentrate orders and negotiate with commodity suppliers.
B, purchasing consumer demand analysis
Consumers' demand for online shopping mainly includes low-cost, high-quality, comparative, convenient, fast and other high-quality buying platforms. Through the platform, upstream businesses can be fully considered and credit audited, so that consumers can choose consumption more correctly and economically. "Low-price purchase" can win more bargaining opportunities for consumers and recommend better products at lower prices through the concentration of purchase orders. "More convenient procurement" is the competitive advantage of the procurement industry. The sales performance of 2688 in purchasing points in central and western provinces and counties is better than that in cities with more convenient first-line purchasing, which shows that in areas where traditional commerce is not sufficient, the convenience of online shopping often brings better performance. The logistics and payment of online sales are the focus of both upstream and downstream. B2B2C platform based on chain entity purchasing point centralizes logistics and internalizes payment process, which satisfies the convenient setting with demand-side consumers as the core to a greater extent. "Procurement is more secure" By optimizing the procurement link layer by layer, we have added a more secure inspection ring procurement link when the goods arrive at the transfer station, helping consumers to inspect the goods in advance when the goods do not reach the hands of consumers, and fully protecting the rights and interests of consumers.
"Wider purchase choices": For consumers, choosing the brand and quality of goods is the most time-consuming thing, and our purchase choices are wider. "The purchasing platform helps consumers sort out these messy supply demands to a greater extent, and classifies goods, needs and services, making it easier for consumers to make comparative decisions, making it easier and faster for consumers to find and compare product information, and guiding the consumption of various novel goods and personalized goods at home and abroad.
C, purchase transaction data analysis
According to the report released by China Electronic Commerce Research Center in August 20 10, as of June 20 10, the transaction scale of overseas purchasing market has reached 20.6 billion yuan, which is expected to reach 24,654.38 billion yuan by the end of 20 10 and 48 billion yuan by the end of 20 10. According to the report, cosmetics are still the most popular overseas purchasing goods in 20 * * *, followed by milk powder, bags, shoes and hats, clothing and electronic products. The spread of overseas brands at home and abroad and the appreciation of RMB are considered to be the main reasons for the popularity of overseas purchasing. The report also shows that the transaction volume in China e-commerce market reached 295 trillion yuan, up 365,438+0% year-on-year. Among them, the B2B e-commerce transaction volume reached 2.6 trillion, up 26.8% year-on-year, and the online retail market transaction scale was 349.2 billion yuan, up 74.6% year-on-year.
2. Analysis of competitors
Compare with other purchasing networks, absorb the essence, improve the deficiencies, and make * * better. (such as the questionnaire in Annex A). From the purchasing direction, purchasing websites can be divided into three categories: China commodity purchasing, overseas commodity purchasing and all-line purchasing at home and abroad. From the direction of procurement, it can be divided into personal procurement and commercial procurement (for enterprises and institutions). From the customer orientation of purchasing, we can see from the location of purchasing operators: China (Shanghai, Jiangsu, Beijing, Guangzhou, Shenzhen). Britain, Japan, Hongkong, Taiwan Province Province, Macau, Australia) From the position of purchasing industry, from the form of expression: there are popular B2C (Taobao shop) and self-built websites, from the form of expression, from the current network data analysis: the order volume of domestic purchasing is greater than that of overseas purchasing, and domestic purchasing is mainly based on the domestic analysis of cost-effective brand goods. From the current network data, foreign purchasing mainly focuses on high-priced brand-specific goods. Background analysis of purchasing: there are purchasing companies initiated by online Taobao shop, stewardess, logistics express (SF), B2C foreign trade and various payment tool providers, and various cross-border extensions come one after another. To sum up, our weaknesses are as follows:
1, lack of retail experience in selling Chinese and foreign goods online, and lack of sensitivity to the prices of goods sold online.
2. Lack of Internet technology and marketing experience. Not sensitive to technological changes and updates.
1, technical feasibility
* * Global Daigou.com is a large purchasing website, which mainly buys various brands of small commodities for Chinese fashion workers at home and abroad. It involves intelligent order integration, customer service integration, intelligent freight calculation integration, membership level management integration, franchisee management integration, automatic purchase of goods grabbing software, automatic order status update integration, point redemption integration, database, secure payment, firewall and other technologies. At present, various software companies in the market are developing and trying, and a large part of them should be used in the procurement industry. The required functions can be realized through purchasing and technical upgrading.
2. Economic feasibility
The actual market performance of this project, combined with our own situation, is analyzed as follows:
A. transaction scale sharing method: in 20**, the transaction scale of overseas purchasing market reached 20.6 billion yuan, and our target share was1%0 = 0.20 billion *8% (purchasing fee) = 1 6.4 billion. The annual revenue of the website is about 1.64 million.
B. IP traffic method of purchasing network: ALEX ranking of purchasing network IP traffic method (daily average IP34000+ for domestic purchasing and IP 862200 for foreign purchasing) *1%= daily average IP8962*30% (effective quantity) =268*300 (trading day) *50/ ticket (average purchasing fee) = 40.
C. E-commerce scale sharing method: After 20 years, the overall market size of B2C and C2C in China will reach 801900 million, including B2-20750, C2- 16200000, and our target share is1%00 = 0,8065430.
D. Sampling evidence of logistics data: In June, 2010, we extracted the overseas purchasing list from the United States to China based on the actual data declared by the customs, as shown in the attachment. According to the data, there are about 5,000 air tickets purchased from the United States every day, and our target share is 10% = 500 * 50 (average ticket purchase fee) *300 (trading day) = 75,000. The annual income of the website is about 7.5 million, and the annual income of the website is about 750.
3. Feasibility of implementation
First, there is a team (at present, there are five key members: website artists, network promotion, logistics operations, network customer service personnel and product managers. ) 2. Have the ability to invest (partners who can participate in intentional investment) 3. There are logistics (purchasing logistics in Chinese mainland, USA, China and Japan) 4. Understand logistics (engaged in domestic and foreign freight forwarding 10 years) 5. There are overseas partners (Japanese, American, Hongkong and Taiwan Province Province) 6. There are offices and warehouses (Hong Kong).
1, website positioning
* * The main business of Global Daigou. com includes: domestic demanders (overseas purchases), overseas demanders (purchases from China), commercial demanders (purchases by trading enterprises), BFC (selling fine products on behalf of partners), and profit model of joining partners (purchasing on behalf of partners): purchasing fees, sales fees, freight, packaging fees, commodity rebates, platform fees for franchisees, advertising fees,
2. Technical planning of e-commerce system
Client layer: electronic system of external system of web browser.
Layer: B2C
Platform:
Server layer: the core payment system of commercial security system
3. Safety design
Relying on the network security measures of the hosting computer room to protect the security of the server. In the process of operation, high-strength passwords and encryption measures are adopted to ensure the security of the system. Install anti-virus software when applying software, and require system developers to provide a complete software information security system, and consider the system from the aspects of operation authority, function authority and content authority.
4. Website domain name
? * * The domain name of the global purchasing website is simple and easy to remember, which symbolizes the purchasing style and concept of * *, and the banner of victory of China purchasing industry is planted all over the world.
First, the website construction objectives
1, 1 About this website "* * Global Shopping Network" (hereinafter referred to as this website), consumers can buy at one price, group purchase, inquiry and purchase, combined with the functions of the three major websites in the industry (Gomaji, Ai He Shopping, Li Pan, Ma Mei Shopping, 360 Haitao, International Shopping).
Second, the content of website construction
2. 1 The overall design direction of the design concept hopes to take simplicity and brightness as the starting point, consider improving SEO, reducing Flash that cannot be read by search engines, and focusing on jQuery special effects to give users a smooth and pleasant operating experience and visual enjoyment. We hope to add the latest social networking site features, and install Facebook Like buttons on all pages of the site. When users press the "OK" button or participate in voting, the relevant information of the competition site will be immediately posted on the user's Facebook graffiti wall. In view of the low standard of an average of 50 friends for a user, the exposure of the website will increase by at least 50 ~ 100 times. Promoting natural ranking is also a project that we attach great importance to. We can enhance the popularity of the website in search engines through SEO mechanism, and cooperate with Yahoo! Qimo keyword advertisements to make specific keywords (such as fashion and design) easily searched by users, thus enhancing the traffic and popularity of the website. Enter simplified Chinese characters and click the button below for online conversion. 2. Functional design * * The global procurement network is divided into two parts. The foreground and the background, the foreground faces the system, and the background faces the webmaster.
Website foreground system
Membership registration and certification
Online marketing system
Service payment system
register
log in
Privacy and security
Business investigation
Self-help design
book
Payment system
Centralized ordering
Order management
Member service
information feedback
help information
Forum system
Website background system
merchandise control
Order management
Distribution management
after service
Information statistics
1. Website implementation task: * * Global procurement network construction * * Global procurement network construction.
1, research preparation 1, holding special meetings, coordinating work 1, 2, analyzing requirements, determining target requirements 1, 3, selecting development partners 2, developing 2, building 1 website platform 2, building website style and architecture, and dividing functions 2. 4 website function development 2, 5 secondary data collection supplement 2, 6 website initial release and testing 3, trial operation 3, 1 training operators 3, 2 making promotion plan 3, 3 modifying system functions 3, 4 carrying out load analysis 3, 5 writing test report 3, 6 establishing management system 3, 7 full-time staff in place, ready for formal operation 4, 1 making maintenance plan.
2, the project implementation personnel organization chart
Task name: 1, research preparation 1, 1, general manager meeting, research adjustment 1, 2, e-commerce division needs to be assigned to help analyze and determine the target, and responsible personnel need to be asked from e-commerce division.
3. Trial operation
3. 1 Training operators and assistant e-commerce, 3. Make a promotion plan, 3. Correct system function, 3. Developers, 3. Carry out load analysis, 3. 5. Write the test report, and 3. Development management system.
1, 3 Select a development partner
E-commerce department
2, 1 website platform construction 2, website style and structure, function planners are divided into 2, 3 initial material collection e-commerce personnel 2, 4 website function development assistant e-commerce personnel 2, 5 secondary data collection e-commerce personnel supplement 2, 6 website initial release e-commerce, development and testing, developers, assistants, e-commerce personnel.
General manager.
4. Formal operation
1 Full-time personnel are on duty and ready for formal operation; 2. Make a maintenance plan; 3. Establish a regular analysis system; 4. Project acceptance; 5. Conduct project evaluation.
5. Website implementation progress (from April 28th, 2010)
(1) Hold a meeting, coordinate the work and store the target customer information 10 days (May 7)
(2) Conduct demand analysis, obtain further statistical information from the sales clearance of domestic and foreign purchasing agents, conduct 10 experience shopping and communication from major foreign purchasing networks, and determine the target demand of 10 day (May 2007 17).
(3) Selecting development partners (and conducting overseas field research at the same time) 10 day (May 26th)
(4) Reference design and function division for website style and structure construction is 5 days (June 1).
(5) The website platform will be built for 30 days, (June 30th)
(6) Collection of pre-supporting resources (logistics, goods supply and network goods supply) 10 days (July 10).
(7) website secondary function development 15 days (July 25th)
(8) Collect secondary commodity data supplemented by 10 days (July 25th and July 7th at the same time).
(9) Website release test for 30 days (August 25th)
(10) Full-time staff in place, training operators 10 days (September 5)
(1 1) Make a promotion plan for 10 days (September 5th and 10 at the same time).
(12) corrected the system function of 10 day (15 September).
(13) Carry out load analysis on 10 day (September 25th).
(14) Write the test report for 5 days (101October 30th)
(15) Establish management system and set up foreign-related offices for 20 days (* * 20 days)
? (16) Make a five-day (25th, 25th, 20th * *) maintenance plan and marketing plan.
(17) Make a five-day periodic analysis system (25 * * months, 20** years and 16 at the same time).
(18) 5 days for project acceptance (20 * * years 1 day).
(19) 10 days for project evaluation and development planning (10 days for * * 20**).
6. Data management
The system administrator makes incremental backup of the website system database every day and completes database backup every week.
B. If the system crashes or is damaged, data will be lost, and the latest data backup will be used for recovery.
7. Information management
A system administrator collates the order data of the day and makes statistics every day.
E-commerce personnel deal with guest books and bulletin boards every day.
C assistant e-commerce engineer is responsible for regularly updating the background data of the website.
8, product management:
A, responsible for regularly analyzing members' consumption habits and organizing marketable products.
B, responsible for the development of new selling points and attention to the links between cooperative manufacturers and network platforms.
C. Conduct feasibility study on the intelligent system of the website to maintain the leading position in the industry.
D, regular analysis of operating conditions, make improvement plans.
9. Safety management
A, the system administrator for security configuration and management of the operating system, shut down the unused services.
B the system administrator regularly updates the virus database of anti-virus software.
System administrators regularly conduct vulnerability scanning and log checking.
System administrator real-time monitoring system.
E. formulate user rights allocation scheme.
Regularly train employees on safety systems and safety precautions.
10, website promotion
* * Global Shopping Network insists on making online shoppers feel more at ease, happy and simple. Through commodity promotion, chain promotion, merchants joining, purchasing and other forms. , with the advantages of supply and marketing network, expand the scale of publicity and promotion, form a good brand effect, improve the credibility and turnover rate of commodity sales, form their own brands and sales barriers, maintain their advantages, guide the concept of Internet consumption, and expand the extension of sales and services of featured commodities.
The specific promotion methods are as follows:
1, add comments on the search engine.
In several major search engines, such as Baidu, Sohu, goole, Yahoo and other well-known websites, URL tagging can increase website visits and rapidly expand popularity. According to the requirements of search engines, try to make your website rank as high as possible in the search results.
2. Promote websites in the form of online advertisements.
Internet advertising has various forms and full personality, which is very suitable for young people's tastes. By making some personalized videos and finally expressing the content in a healthy and funny way, if it becomes popular on the internet, it will be of great help to the promotion of the website. You can use the rapid popularity of online celebrities to speculate on websites.
3. Traditional propaganda methods are also essential.
After the website is established, it is a good choice to expand the popularity of the website not only by relying on the emerging media on the Internet, but also by traditional media channels such as newspapers, television and radio.
4. Operation stage layout and life cycle management (annual planning of operation stage layout and life cycle management (10 planning, 10 planning))
Stage 1: Purchasing in China (1 year)
The second stage: Hong Kong, Macao and Taiwan procurement (2 years)
The third stage: Japanese purchasing (1 year)
The fourth stage: American purchasing (1 year)
Stage 5: European purchasing (1 year)
Stage 6: Buy in the Middle East (1 year)
The seventh stage: global two-way purchasing. (3 years)
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