1. Website mission

1. 1 Develop online sales channels and establish a fourth sales channel besides store retail, channel distribution and industry customers.

1.2 Replace or make up for the shrinking store sales with online sales;

Second, the website background and resources

2. 1 Especially the analysis of network channel providers of Sangu, we have a hardworking network channel trading team with insufficient funds but full of fighting spirit;

2.2 There is no direct conflict between the company's business scope and mode of operation and other large companies;

2.3 The company's physical retail is close to saturation, and the focus should be on channels and industries. The channels that are most likely to replace storefront retail are: online sales, or online sales to make up for the shrinkage of storefront sales;

2.4 New channels with a large number of customers; Low cost, almost no inventory;

2.5 The profit in the middle and late period is considerable, and a single sale can create considerable profits;

2.6 The online sales model and market are mature, and there is no need to re-educate the market;

2.8 There are few powerful online sales channels, especially the local online channels in Wuyishan lack funds and innovation, and Mei Yangming's creativity can just make up for the lack of online sales;

2.9 can be combined with other sales channels of the company to promote each other;

Third, the problems faced by the website

3. 1 starts very slowly, and there must be an accumulation period of 1-2 years; Coping methods: practice internal strength during the accumulation period, actively sum up experience, and make preparations for exerting strength.

3.2 The transaction is difficult, and the price and audience are out of control; Coping method: The price of online sales has a unified range, and the competition is who has lower cost, better service quality and sells more. What we have to do is to provide quality services, reduce costs and ensure sales.

3.3 Sales personnel and management have high comprehensive quality requirements and are familiar with product or network requirements; Can not be operated by traditional marketing methods; Coping methods: independent operation team, relatively independent cost accounting, and support from other resources of the company. As long as these aspects can be guaranteed, this problem will be solved by a team trained by experience and time.

3.4 products and marketing routes are not clear, which is easy to lead to differences; Coping method: Make a scientific sales plan. Through the analysis and research of the market environment, determine the current product direction and main target customer groups.

Fourth, team building.

4. 1 staffing of independent operation team: (this is the staffing in the early stage and will be adjusted during website development) website operation supervisor/director: responsible for team management, assessment, HR, work arrangement and organization/planning/implementation of operation and maintenance plan; 1 Editor: responsible for writing professional articles, copying and abstracting the contents of weekly theme activities. Artist 1: responsible for modifying the theme picture, FLASH and focus picture of the website. Website maintenance: responsible for data entry, price update and network promotion.

Forum (several): responsible for updating BBS content, managing posts, managing personnel and recruiting members. (all)

Sales 2: Responsible for product consultation, sales, pre-sales and after-sales service, and fully control the website. Team resources online media resources: more than two online media advertising inputs; Company product support: products and supporting services Traditional media resources: one or more media resources (newspapers and consumer periodicals can be connected through contacts).

4.2 relatively independent product cost accounting;

4.3 Other resources support; The focus of network channel is to create profits, which must be realized in a short time; Make initial achievements in network channels, and then establish a professional e-commerce website.

5 website goals?

5. 1 ultimate goal

Create a tea online sales platform. Form an influence and gain the industry status of Wuyishan and even the whole country.

5.2 Stage objectives

5.2. 1 Short-term goal: to create sales profits. Sales in the first quarter reached the target. The actual sales target plan will be made according to the sales situation in the first month and peers. )

5.2.3 Mid-term goal: initial achievements have been made in the construction and sales of network channels, and a professional tea network sales platform has been established. (The flow rate and sales performance reached the phased goal, tentatively set at 1WIP per day, and the purchase conversion rate reached 8%. )

5.3 Plans and objectives

5.3. 1 month plan: customer group positioning analysis, information input and small-scale website promotion; Analyze the user groups, analyze the places where the user groups often go, analyze the publicity forms according to the above two points, and choose the appropriate form to promote the website! Now that the online sales market is mature, online shopping has become the accepted shopping method for most people. What we have to do is to let the websites in our customer target group make a market plan for the main customer target group. Personal suggestion: The marketing plan in May and June should focus on tea shops and tea wholesale companies. Combining the advantages of website and physical studio, we will launch the theme shopping activity of "You buy, I send" for tea merchants all over the country. The main stunt of "quality assurance and preferential price".

5.3.2 Quarterly plan: accurate marketing, strengthening promotion and cultivating usage habits; With the early promotion investment and activities, the website will be recognized by wholesalers and customers all over the country. With the crowd, there will be traffic and sales results. At the same time, the website will also form a certain popularity in Wuyishan and even the whole country through these publicity and word of mouth. Then the next step is to strengthen promotion, start precise marketing, cultivate user habits, and think of beauty when old customers want to buy tea! With the help of online and offline promotion activities, the website will usher in development opportunities and sales results. It is suggested that it should only be promoted in Fujian within half a year, and it can be extended to key secondary cities in Fujian at most. At this stage, the national market is just a layout, only online shopping. If you are greedy, you will lose, so that you can be accurate; In addition, the forms and methods of promotion, including budget, are complicated tasks, which need to be analyzed in detail according to the crowd before a conclusion can be drawn and a plan can be formed. Therefore, it can only be simply described as spreading to the most suitable people through the most effective ways and means, and achieving the maximum effect with the least funds. Basic training can start from January, such as exchanging friends' chains, SEO, online small activities and so on.

5.3.3 Half-year plan and goal: After half-year training and promotion, Yang Meiying has gained a certain reputation and sales performance among the target customers, and the e-commerce team has summarized and formed working methods after half-year exploration and accumulation. At this stage, it will launch online marketing and online promotion from the perspective of brand and public relations, and cooperate with some market activities (online and offline) to achieve more traffic and sales results.

5.3.4 Annual plan and target: In fact, the target of one year is basically enlarged on the basis of the target of half a year, but from all aspects, brand, sales, PR and activities have been increased, while other basic promotion has been reduced. Appropriately included in the annual plan