Creative planning of ceramic diy business plan (2)

I. Introduction to the project

1. Industry background

Leisure has a great influence on people's lives in contemporary society. In the domestic leisure and entertainment industry, there are mainly cafes, ktv, cinemas and bars, and these unchanging activities make many people tired. Diy pottery is a brand-new way of leisure and entertainment, which relies on the ancient ceramic culture in China. With the gradual warming of the pottery craze, pottery products are favored by more and more people, and making pottery by hand has become another leisure way for people to relax and release themselves after work and study. China ceramic art is in the process of development. Since the rise of ceramic bars in various places a few years ago, people have gradually learned about ceramic art, and ceramic art is entering the family. In the development process in recent years, the relevant education departments have included ceramic art in the teaching curriculum from the perspective of quality education, so that they can be influenced by art from an early age, from which they can exercise their hands-on ability, which reflects the achievements of quality education very well.

2. Basic situation

(1) Enterprise name: pottery workshop (2) Industry type: leisure and entertainment industry

(3) Main products: making soft pottery and maintaining pottery, etc. (4) Store location: XXX

(5) Target customers: The main customers of our pottery workshop are college students, who are the mainstream fashion crowd and they like it. In interpersonal communication, students need to give gifts for their birthdays, and making pottery by themselves is novel and can represent their own wishes. The secondary customers are workers. During holidays, they can come to our store to do it so as to relax their busy mood for a week. Reflect the fun of doing it.

3. Competitive environment

At present, the ceramic market is not saturated. As far as Luoyang is concerned, there are only a handful of ceramic shops. Some ceramic shops in Xigong District charge higher fees, so we have a price advantage.

4. Advantages of the project

The advantage of this project is that the pottery-making technology is easy to master, the whole set of technology has text materials, and the CD is taught by hand, and each technological procedure can be learned quickly. Ceramic art is also favored by people, and the market demand is increasing. Although the initial investment of this project is larger than that of general DIY, the later operating cost is very low and the market prospect is broad.

second, the economic benefits and social benefits of the project

1. Economic benefits:

After investigation, homemade pottery has excellent development prospects and is more suitable for the mainstream groups in today's society. We should not only meet the needs of different people, but also seize business opportunities, so as to maximize economic benefits.

2. Social benefits:

As we all know, China is a famous country and a big country in ceramics, but today, the development level of ceramic household appliances in China is far from the reputation of a famous country and a big country in ceramics. People generally lack attention to ceramic art and the taste of ceramic daily utensils. As long as it is a bowl, it can be used for eating; Any cup can be used for drinking tea? And so on, such situations that do not pay attention to taste and personalized pursuit are not uncommon. On the one hand, people are proud of the descendants of the Chinese people, but on the other hand, they are so indifferent to the quintessence of the country, which is undoubtedly a sad thing.

At present, China's modern ceramic art is in the stage of development, and self-made ceramic art can cultivate our hands-on and practical ability. In addition, this project also has a green concept, and the state will strongly support it. With the gradual warming of the pottery craze, pottery products are favored by more and more people. Making pottery by hand has become another leisure way for people to relax and release themselves after work and study, which can not only develop the cause of modern pottery, but also create opportunities for learning and communication with ceramists.

iii. risks and countermeasures of project implementation

1. project risks

(1) the disadvantage of this project is that the mass base of ceramic art is relatively weak, and a large-scale ceramic art appreciation group has not been formed, which makes people have limitations in accepting modern ceramic art. In addition, the introduction of modern ceramic art by the media and newspapers is sporadic, not to mention special ceramic publications, so people's understanding of this aspect is almost blank. (2) The new enterprise has no popularity and influence, so it is difficult to achieve the target customers in place quickly.

(3) The nature of our ceramic company belongs to student entrepreneurship, and the management lacks entrepreneurial experience, so the management ability needs to be further accumulated.

management members may quit halfway, which will affect the cohesion of the company and cause the disorder of the company's short-term operation. At present, there is no mature model and experience in the management of new service-oriented enterprises, and the management of the company needs to constantly explore a management model that conforms to the company's actual and industry characteristics.

2. Countermeasures

(1) In view of the lack of a large-scale ceramic art appreciation group, we should actively hold various experience activities to help everyone understand ceramic art and

fall in love with the inheritance of national culture.

(2) The popularity and influence are built by the development and reputation of the enterprise, and publicity pages about the business of the enterprise are distributed in densely populated areas on holidays

; Buy advertising pages of local books, magazines and newspapers, and increase publicity; Strong cooperation with other related shops, such as providing pottery pots for flower shops, promoting the business of flower shops and improving the exposure of corporate products; Actively participate in the inheritance of traditional culture, with the help of social and cultural influence, improve the visibility of enterprises.

(3) About enterprise management. It is necessary to establish an innovation incentive mechanism; Establish a talent reserve mechanism; Construct the corporate governance structure.

IV. Estimated project investment

Pottery diy business plan 4

1 Overview

1.1 Company profile

(1) Business description: At present, the main products are handmade chocolate series, chocolate beverage series, chocolate hot pot, chocolate ice cream, chocolate cake, coffee, fruit juice, tea and alcohol, etc. Meanwhile, foreign chocolates and domestic chocolates are sold.

(2) Business goals and tasks: Our main goal is to gain a permanent position in the chocolate-related retail industry near Ningbo University. In the next six months, we hope to establish our reputation locally, and we will take providing high-quality, high-level, low-price and good-service products for the target market as our primary task.

(3) Business concept: With the experience and technical guidance provided, the handmade chocolate shop can achieve higher satisfaction. Handmade chocolate shop will provide users with high-quality product portfolio by using advanced technology and high-quality service.

(4) geographical location: our company is located in the prosperous area of Shuangqiao, and we chose it because of its good location, large traffic and many potential customers.

(5) Prospect: After a certain investigation, it is found that there is no similar chocolate production and sales company near Ningbo University, and as a young college student, it is the pursuit of fashion and originality, and there is a great potential market. Through the entrepreneurial experience and technology provided by the startup company, as well as the supply channels provided in the future. Through our careful planning, the potential of the target market, our strategy, our products and so on, the future of our company is full of hope.

2 market analysis

2.1 chocolate culture

Cocoa, which produces chocolate, together with coffee and tea, is called the three major hobby drinks in the world. As early as more than 2, years ago, people living in America, Mexico, Honduras and other places have been planting cocoa trees, a unique plant whose fruit grows directly on the trunk. The local Maya made cocoa beans into drinks after simple processing, which was also the earliest way for human beings to eat chocolate.

The great Columbus made four expeditions to discover the new American continent. In 152, when he came to America for the fourth time, he found cocoa beans, which were very cherished by local people, and recorded them in his voyage diary. At that time, cocoa beans had three functions: drinks for kings and nobles, offerings for religious sacrifices and currency in commodity trading. The reason why only kings can drink cocoa is because the output of cocoa was really limited at that time, and a secret was kept among kings and nobles. Cocoa beans can excite people and stimulate lust, and the royal family can promote the reproduction of future generations by drinking cocoa.

In 1528, another explorer Conan Cortes further promoted the development of chocolate. He recommended the tools and methods for local people to make and drink cocoa to the king of Spain, and advocated the role of cocoa, which attracted the attention of women in the Spanish royal family and nobles. For a time, drinking chocolate in the court became fashionable. There are many paintings that show the scene at that time.

There is a saying that the Spanish are so fascinated with chocolate that they kept it a secret for more than 1 years. It was not until 166, when Louis XIV, the sun king of France, married spanish princess, that chocolate entered France as a dowry of the princess and then spread to other European countries. Large-scale cocoa transportation began in 1585. The fleet set off from Veracruz, Mexico, and went to Seville, Spain by ocean transportation. At that time, all cocoa transportation was monopolized by Spain, which was prosperous in shipping.

The British had a chance to break the Spanish secret. It is said that a fleet of cocoa was intercepted by British pirates, but the British knew nothing about the cocoa beans on board, complained and let them go easily. If you know how chocolate is popular all over the world now, the British pirate king will surely regret it very much.

China people actually came into contact with chocolate very early. In 176, Emperor Kangxi of the Qing Dynasty received Doro, an envoy sent by the Pope, and allowed Doro to preach in China. Doro had the opportunity to meet the emperor. Among his many gifts to Kangxi, chocolate was one. Kangxi was deeply interested in the development of science and culture in European countries at that time, and the prosperity of the country also provided the basis for his enlightened policy of contact.

What we are eating now is chocolate with delicate taste, smoothness and fragrance, but it has gone through a long and arduous process to develop into this state. In this process, several people hold the balance. In 1819, Swiss Louis Keller studied in Italy's Koufulai chocolate factory for four years, and then established the first chocolate factory in Switzerland, becoming the originator of the chocolate kingdom in Switzerland. In 1828, Dutch chemist Van Houghton invented the cocoa press, which made it possible for human beings to change chocolate from liquid to lump. In 183, the Swiss Amede Kohler developed and introduced the world's first fruit chocolate. In 1847, the brothers Francis Foley and Joseph Foley, British, produced the first chocolate bar in the modern sense. In 1876, Daniel Peter made a new kind of chocolate "luxurious Peter" in Switzerland, which was the earliest milk chocolate in the world, and later won the gold medal at the Paris International Fair.

In 1879, another Swiss, Rudolph Lian, invented the refining technology of chocolate, which made it possible for chocolate to be delicate and smooth. In 1936, American Forrest Mars invented Melissa Chocolate, a product filled with vacuum micropores and covered with chocolate. Together with MM bean chocolate, these products were greatly loved by children.

There are many festivals related to chocolate. When young men and women give gifts to each other, the average boy will present red roses to his favorite girl, while the girl will choose a dark chocolate and give it back to her prince charming. Dark chocolate tastes bitter, but it is thick and deep, which makes people aftertaste. In fact, chocolate is not only popular among lovers, but also given to parents, friends, teachers or colleagues as a gift, which will get a happy look. Once upon a time, chocolate has become a symbol of gratitude and friendship, affection and love.

the development of chocolate in China. For China people, chocolate is an exotic product. After that brief contact in 176, it was not until 196 that the first national chocolate manufacturer appeared in China? Shanghai Yili Food Co., Ltd. is the predecessor of Beijing Yili Food Co., Ltd., which we now know. Righteous? Star chocolate? He also won the gold medal at Panama International Fair. In the 195s after liberation, Yili moved to No.5 Guangyi Street in Guang 'anmen, Xuanwu District, Beijing. In 1972, they imported the first set of chocolate processing equipment from China. In the 199s, many joint-venture and foreign-funded chocolate enterprises began to appear in China, such as Di Chin, Shenfeng, Dove, Nestle and Cadbury, and some private chocolate manufacturers such as Jacques and Golden Monkey.

The per capita annual consumption of chocolate in China is about 5g, which is less than 1% of that in developed countries. It can be seen that the chocolate market in China has great development potential.

2.2 market analysis

chocolate, which originated in Mexico and prevailed in western countries, has always been regarded as? Happy food? According to the study of American Dietetic Association, chocolate contains a kind of polyphenol, which also exists in fruits, vegetables, red wine and tea, and has many benefits to human health. Ordinary people eat 2 grams of chocolate every day, which can increase people's antioxidant capacity, effectively lower cholesterol and reduce the possibility of cardiovascular disease.

however, in China, after the healthy concept of chocolate was gradually established, the market did not form a mature sales system, only in? Noble? Only in the consumption area can you see the original imported chocolate from chocolate countries such as Germany, France, Britain and Belgium, and the price is staggering; In fact, the profit of imported chocolate in China reaches 1-3%, and it is greatly different from domestic chocolate in terms of raw materials, technology, packaging and taste. At present, it has become a gift and enjoyment for the new generation and is sought after by many consumers.

However, under the booming situation, domestic chocolate is far from meeting the needs of Chinese people in terms of output and quality. According to the professional candy committee of China Food Industry Association, the annual output of chocolate manufacturers in China is about 11, tons, and the per capita consumption of chocolate in developed countries has already exceeded 12 kilograms. Compared with this figure, China's chocolate market has a broad space to be developed, both in production and sales. Relevant institutions predict that China, with a population of 1.4 billion, will have a market consumption potential of 2 billion yuan, while the current figure is only 3 billion yuan. With the rapid annual growth rate of 1-15%, China will surely become the largest chocolate market with the most development potential and the fastest growth rate in the world.

In contemporary society, handmade chocolate is a proof that people who love each other express their affection. It is a beautiful gift for relatives and friends on holidays; It is a nutritious snack food for people to relax and replenish energy. Handmade chocolate plays an increasingly important role in people's daily life. As a special nutritional food, the quality and taste of handmade chocolate has become the first choice for consumers to buy, and the product price is no longer a hot spot of competition in the chocolate industry. From the development trend of the global handmade chocolate industry, it is necessary to improve the purity of raw materials, develop new varieties, develop new flavors and enhance brand image.