Agricultural and sideline products business plan

Agricultural and sideline products business plan (I) 1. Project overview

1. 1 project name

Business plan for online sales of agricultural and sideline products

1.2 Project construction site

Chuzhou city

1.3 Project construction purpose

(1) With the support of the government, establish an online sales platform for agricultural and sideline products in Chuzhou to expand the sales scale of agricultural products in Quanjiao County;

(2) Optimize the structure of agricultural and sideline products enterprises in Quanjiao County, improve the level of e-commerce and enhance market competitiveness;

1.4 project construction content and scale

(1) Chuzhou Municipal Government cooperated with Taobao to set up Chuzhou Characteristic Pavilion, and sold Chuzhou characteristic agricultural and sideline products through self-built team. The products of the featured museum include some well-known local agricultural and sideline products enterprises, star-rated hotels and tourist attractions in Chuzhou.

(2) Due to the obvious seasonal characteristics of agricultural and sideline products, Chuzhou E-commerce Industrial Park is established, and some local products in the featured museum are designed and sold through the E-commerce Association, so as to make the management effect of the featured museum better. At the same time, some well-known and large enterprises are invited to settle in the e-commerce industrial park to train e-commerce talents to meet the manpower needs of local enterprises for upgrading.

E-commerce associations are also required to cultivate talents and provide complete supporting services for individuals or companies who want to be e-commerce, such as product shooting, shop decoration, personnel operation training and learning, product packaging design, operation plan, and communication between e-commerce.

2. Introduction to the surrounding environment where the project is located

2. 1 Basic overview of the project area

Chuzhou is located in the easternmost part of Anhui Province, the border area between Jiangsu and Anhui, and the western edge of the Yangtze River Delta. Its geographical areas are 3151'-3313',1709'-1960. Chuzhou was born on the Chuhe River and has been the "land of plenty" in the lower reaches of the Yangtze River since ancient times.

Chuzhou has beautiful scenery of lakes and mountains, including Jiangnan and Huaizuo, and is rich in tourism resources. There are 7 national scenic spots, national forest parks and national key cultural relics protection units, 1 1 provincial nature reserves and key cultural relics protection units, and more than 100 natural and cultural landscapes such as famous mountains, pavilions, ancient temples and historical and cultural sites.

2.2 Current situation of economic development in the project area

As one of the core cities of "Nanjing Metropolitan Area" and a wing of Wanjiang Demonstration Zone, Chuzhou takes struggling development, scientific development and harmonious development as a new starting point. Chuzhou has a solid industrial economic foundation, with 1 national enterprise technology centers, 6 national high-tech enterprises, 4 national and provincial innovative pilot enterprises and 5 provincial enterprise technology centers. Chuzhou is a national large-scale commodity grain production base. The total annual grain output accounts for about one-seventh of that of Anhui Province, and the annual imported commodity grain accounts for about one-third of that of Anhui Province. The commodity rate is as high as 60%. It is an important grain in Anhui province and even the whole country.

3.2 Market environment and competitor analysis warehouse, known as "the first granary in Anhui". Chuzhou has an annual output of more than 60,000 sets of color TV sets, refrigerators and air conditioners10, of which color TV sets account for half of Anhui province, refrigerators account for13 and household air conditioners account for 10%. Chuzhou has gathered a large number of domestic production bases such as Siemens, Konka and Yangzi Air Conditioning, as well as large enterprises such as Baiyun, Tianda, Chai Quan Electric Power, Tiankang, Country Garden, Xingtian, Shousu Technology and Dongling Electric Appliance, and gradually evolved into a household appliance light industry cluster in the triangle area.

3.2. 1 market environment analysis

At present, China's agricultural and sideline products are mainly sold in farmers' markets, and retail investors have no incentive to improve product quality and service level; Other fruit and vegetable shops are small-scale operations, general sellers, with little or no product-related services; Some supermarkets have fruits, vegetables, rice and other products, but they are all run concurrently, with no special service and no extra processing in product quality and appearance. Therefore, as far as the domestic agricultural and sideline products sales market is concerned, the specialized management of agricultural and sideline products has certain market conditions and its own competitive advantages-professional knowledge introduction service in food nutrition collocation, product quality that is responsible to consumers with the company's reputation image, and a more complete product portfolio.

The sellers of all kinds of agricultural and sideline products listed above are potential competitors when they enter the market in the future, so they should adopt different competitive strategies according to their different advantages. Market competition is inevitably cruel, but in the face of such a huge consumer group, the cakes in the market can be divided in different ways. The consumers targeted by our products are mainly middle-and high-income families, which belong to the health and nutrition needs enjoyed by a higher level, and the target consumers are middle-and upper-class people; The consumers of ordinary farmers' market will be ordinary families with low income, and the market positioning is different. Although competition is inevitable, the differentiation of market positioning has alleviated the external pressure of entering the market in the early stage to some extent, which is conducive to the rapid growth of the company in learning; For supermarkets, the management of agricultural and sideline products is only a small part of the goods, and the profit is relatively low compared with other products. Supermarkets don't take the sales of agricultural and sideline products as the main source of profit, but rather attract consumers by the comprehensiveness of products and the diversification of services, and promote the sales of other products. So although it will have an impact on supermarkets in the initial stage, it will have little impact on their profits. In the development stage, it can be different according to the main purpose of supermarket management of agricultural and sideline products. When you have enough influence and strength, you can use your own advantages as the main means of competition, attract consumer groups, win more levels of consumers, expand the market scope and strive for greater market share through the display of obvious advantages.

3.2 China agricultural and sideline products market status

Taking potatoes as an example, in recent years, the development of potato industry in China has gradually accelerated. In 20 10, the potato planting area and yield in China reached 78.08 million mu and 81540,000 tons respectively, a substantial increase compared with previous years. The level of potato industrialization has been continuously improved. At present, there are about 5,000 potato processing enterprises in China, including about 5,000 large-scale deep processing enterprises.

4. E-commerce industrial park construction scheme

1, stop operation mode

The construction and operation of the park draw lessons from the advanced models in other parts of China, mainly focusing on 1, which is aimed at many e-commerce entrepreneurs. The park provides a star-rated e-commerce training, support and service platform, which allows the settled enterprises to operate online stores at a very low cost and develop rapidly, while supporting the settled enterprises to complement each other and develop together.

2. Comprehensive development model.

3. The new resource integration mode of market operation: It depends on our unique resource integration mode.

4. Introduce Chuzhou characteristic agricultural and sideline products enterprises into industrial parks to promote the development of agricultural economy in Chuzhou. 5.2 Park development strategy

(1) Planning concept: economic park, industrial park and high-end industry. (2) Development layout of the park: The headquarters of the enterprises to be settled must be located in Chuzhou E-commerce Park. Enterprises may set up branches or offices abroad as required. The park will also set up branches or offices in the surrounding areas as needed. (3) Education and training

E-commerce education, training and outsourcing services. ? Mainly belongs to the category of intangible products.

E-commerce training base is mainly to provide pre-job training for e-commerce talents for enterprises. Through course study, students can meet certain skill requirements and work directly after entering the enterprise. With the rapid development and application of e-commerce technology, more and more traditional enterprises began to set foot in e-commerce. E-commerce is a new discipline, and the training and reserve of relevant talents can't meet the explosive growth demand. The lack of talents restricts the development of e-commerce in many enterprises. Facing the grim situation, the park adopts the mode of "running schools relying on social resources and cultivating innovative talents".

DM can disseminate cultural images and integrate upstream and downstream resources.

Fifth, media communication: establish websites, blogs, forums and so on. And publish and publicize it online. Vigorously develop e-commerce, this kind of grafting of folk culture and local products, commodity promotion and website dissemination will certainly become bigger.

6. Project development prospect analysis

E-commerce has less investment, obvious economic pulling effect, conforms to the national strategy and can be supported by policies. After more than ten years of development, e-commerce has now entered a period of rapid growth. The popularity of smart mobile devices and the development of mobile Internet have brought huge new development opportunities to e-commerce. I. Market size

According to the data of Enfodesk Analysys think tank, in the fourth quarter of 20 10, the overall online retail market in China increased by 29% month-on-month, and the annual scale reached 520 billion yuan. Among them, the B2C market is about 654.38+004 billion yuan, accounting for 20% of online retail, and the proportion continues to rise. Analysys predicts that this situation will continue to rise. By 20 13, the scale of B2C online retail market will reach 650 billion yuan. Second, it conforms to the national strategy.

1. The core contents of the Guiding Opinions on Promoting the Healthy Development of Online Shopping issued by the Ministry of Commerce are as follows:

The main goal. Improve the service and management system, improve the legal and standard system, improve the trading environment, cultivate market players, broaden the field of online shopping, standardize trading behavior, promote the development of online shopping, meet the needs of consumers, and strive to make online shopping account for 5% of the total retail sales of consumer goods in the country by the end of the Twelfth Five-Year Plan, and some areas with early e-commerce development reach 10%.

2. Through the government and tax advantages of the industrial zone, attract e-commerce enterprises with a certain development foundation to stay.

3. Provide advice for further financing of basic enterprises.

4. Financial forecast

7. The first year after the construction and operation of the park (forecast) 1, hotel

Annual sales: 36.5 million yuan, gross profit income: 1, 1 ten thousand yuan 2. cultivate

Annual sales: 22.8 million yuan, gross profit income: 1 10 million yuan 3. Product sales.

Taobao and other online stores 1000, with annual sales of 500 million yuan. The service commission of the park is 654.38+0 billion yuan according to 20%. 4. Annual sales of brand planning and marketing promotion: 6.5438+0.00 million yuan, gross profit: 5 million yuan. 5. Annual sales of network platform: 5 million yuan, gross profit: 2 million yuan.

Total: In the first year after the completion of the park, the sales volume was 520 million, and the gross profit was 1.0 1 100 million.

Agricultural and sideline products business plan (2) 1. Project overview

1. 1 Creative background Macro background:

(1) The export of agricultural and sideline products in China is often blocked. Although part of the reason is the trade barriers of importing countries, our own problems can not be ignored. Therefore, improving the quality of agricultural and sideline products will have a positive impact on foreign trade.

(2) Green organic food in other countries accounts for a large proportion in their national food market. For example, 1999 reached 40% in Germany, 24% in the United States and 30% in Japan, while China was less than 1% at that time. Obviously, there is a big gap. The quantity of green organic food consumed by Chinese people is slightly different in absolute quantity and proportion, mainly because the market supply is limited and there is demand but no supply. In order to meet people's consumption demand, improve people's health level, improve the quality of life and improve the physical fitness of the whole people (see Annex 8 for details).

(3) During the preparation for the 2008 Olympic Games, food quality and hygiene problems have also become obstacles to the Olympic Games by some people with ulterior motives.

Excuse me. Although it has ulterior motives, it also reminds us of the importance of food hygiene quality. Improving food quality and hygiene, and enhancing the awareness of nutrition and health services, is not to meet the requirements of some countries and some people, but to the health of China people. Micro background:

With the continuous increase of people's income and the general improvement of living standards, the requirements for quality of life are increasingly prominent. Because food hygiene and quality are related to everyone's life, health and safety, people undoubtedly pay more attention to it. As we all know, there are more and more diseases caused by pesticide residues in food, and more and more patients are sick because of food quality problems. Therefore, all kinds of agricultural and sideline products, as necessities that everyone can't live without, are bound to have higher and higher requirements on sanitary quality and nutritional collocation. In the statistical results of question 8 of the questionnaire survey, 97.5% people pay attention to food nutrition, which shows this trend. (See Appendix 3) However, as far as all kinds of agricultural products markets in the domestic market are concerned, most of them provide services for consumers (the results of the fourth question of the questionnaire show that 69.3% of the respondents buy daily food in the traditional farmers' market), and all of them are managed by several vendors in a decentralized way, but the results of the questionnaire show that 89.2% of the people do not trust or are uncertain about the product quality of the farmers' market (Question 6). Although some supermarkets also provide some agricultural and sideline products, the survey shows that 70.4% people are dissatisfied with the quality, hygiene and service of these supermarkets (question 9 of the questionnaire), and there is no supporting service in product nutrition. However, according to the questionnaire 12, 87.4% people welcome the nutrition matching consultation service. Our entrepreneurial creativity is based on the fact that the products in the existing agricultural and sideline products market are mixed, the quality is mixed, people pay more and more attention to health and nutrition, and the corresponding market services are vacant.

1.2 product and service introduction

Our project is to set up a company specializing in agricultural and sideline products (Lvkang Company). Directly facing consumers, the company adopts a business model similar to the integration of supermarkets and specialty stores, and specializes in all kinds of agricultural and sideline products, which is more professional and professional than supermarkets. The products sold have passed the inspection by the national food hygiene inspection agency, and the pesticide residues meet or exceed the national standards; Make greater improvements in product hygiene and packaging to improve product taste; Self-built quality inspection departments and nutrient composition determination teams can not only strictly control product quality, but also determine the proportion of various products, provide consumers with suggestions on nutrition collocation, at the same time increase the knowledge about food nutrition, and develop and improve their own advantages by combining the increasingly valued concept of complementary food. Through a series of high-quality services and the supply of various high-quality agricultural and sideline products, we will establish a good reputation image of the company in the process of marketing and operation, so as to seek survival opportunities and further develop and grow. The main purpose of this project is to provide better products and comprehensive services to meet the high demands of consumers, increase the added value of agricultural and sideline products, and thus increase the profit margin.

Product service characteristics-Lvkang Company not only attaches importance to its own products, but also pays attention to service, realizing the business philosophy of "combining quality products with professional services". In the same industry, gradually improve product quality, increase unique services and improve market competitiveness.

In terms of quality products:

The quality of the company's agricultural and sideline products will be strictly controlled. At the beginning, it was mainly to purchase raw materials. On the basis of comprehensive selection of raw materials, we should also examine the reputation of manufacturers and strictly control the quality of products. Clean up and determine the nutritional components of the purchased raw materials with qualified quality, and indicate the nutritional components of various commodities on the product packaging or sales shelves for consumers to reasonably purchase according to their needs. Professional services:

The company has a special nutrition and health knowledge research and consulting department. Through the research and determination of nutritional components of products, combined with nutritional knowledge, we can provide customers with nutritional knowledge consulting services and reasonable shopping reference opinions. For customers who buy a large amount for a long time, the company will establish a special file to provide them with more and more in-depth nutrition matching suggestions and other related nutrition and health knowledge in diet. The specific services are as follows:

(1) Nutrition consultation: Hire a nutritionist to provide customers with nutrition consultation services on diet and life. At the same time, it provides shopping suggestions based on nutritional collocation for customers who come to shop.

(2) Dietary guidance for special people: provide dietary guidance for patients and other special people. (3) Food nutrition research: provide services for relevant units or individuals to study the nutritional collocation of agricultural and sideline products. (4) Life health care guidance: provide all-round life health care guidance for member customers.

The introduction of these free services is one of the characteristic operating points of Lvkang, and it is a special service for customers' comprehensive nutritious diet and nutritious life.

1.3 market positioning

Our company's products were initially targeted at middle and high-income consumers. In China, in view of the different attention paid by people of different income classes to food hygiene, health and nutrition collocation, as well as the constraints of economic level, in order to open the market quickly in the early stage, 80% of the power was invested in this group, and at the same time, about 20% of the publicity was used to gradually infiltrate the health concept into low-income groups, so as to arouse the public's attention to food quality and develop potential consumer groups. Middle-and high-income people have solved the basic living problems, paid more attention to leisure and health, and began to pursue a higher quality of life. The high quality of food, such as sanitation, harmlessness and rich nutrition, has a great influence on their health and is attractive to this group.

Based on the market positioning of products, the company will take large and medium-sized cities headed by Beijing as its main target market. Large and medium-sized cities not only have large markets, but also have mature business models and management experience of many successful enterprises. On the one hand, we can have more room for development, on the other hand, we can learn from the experience of advanced enterprises and accumulate experience and learning in actual combat, which is more conducive to our own development and growth.

1.4 team overview

There are mainly three planners and executors in our initial stage: marketing professionals, financial professionals and information management professionals. Later, other personnel will be recruited according to specific conditions such as professional needs, technical problems and capital policies.

Clarify the individual's division of work in all aspects. In terms of major decisions, the final plan is mainly decided by voting; When it comes to relevant professional knowledge, we should take the suggestions made by senior professionals as the main body, raise questions or suggestions about the plan from our own perspectives, and then quickly adjust or supplement the work plan. This kind of work and decision-making method is efficient, which can make the decision-making in the early stage of entrepreneurship more reasonable and not deviate too much.

This model of teamwork is only adopted at the initial stage. After the planning and construction of all departments of the company were completed, reforms were carried out and formal and scientific management systems and organizational structures were adopted.

1.5 financial overview

Companies adopt different financial policies according to different stages of development. Overview of project innovation

2. 1 product innovation

On the basis that the product is green and organic food, the company also determines its nutritional components and formulates corresponding standards. Through the determination and introduction of the nutritional components of the product, it provides consumers with more scientific choices of nutritional collocation, thus increasing the added value of the product.

2.2 management

Special service, providing nutrition and health knowledge consultation service for consumers, and putting forward reasonable suggestions for the physical health status of special customers.

2.3 Social Responsibility (National Economy and People's Livelihood)

Lvkang Company closely links its own business philosophy and long-term development with the development of the country and the improvement of people's quality of life. First of all, the company's green organic agricultural and sideline products, on the basis of improving product quality, increase the added value of products, thereby improving farmers' labor income, which is conducive to promoting agricultural development and improving farmers' living standards. Secondly, the improvement of product quality, the reduction of pesticide residues and the popularization of nutrition knowledge will improve people's health in the long run. Especially for children and adolescents in the growth and development period, as well as some patients, the elderly and other special groups, it has a great impact on health. On the other hand, with the development of the company scale, it will provide more and more jobs for the society. Moreover, the equal and good relationship between the company and its employees determines that while developing itself, the company will devote itself to improving the welfare of employees, improving their living and working conditions, and developing and establishing a new type of labor-capital relationship.

3. Market analysis

3. 1 domestic and international laws and regulations

The requirements of pesticide residue standards in food are getting higher and higher, especially for agricultural and sideline products. For example, at present, China has formulated the national MRL standard 197 for 79 pesticides in 32 agricultural and sideline products, among which the MRL standard for pesticide residues in fruit trees is as follows (note: mg/kg= mg/kg):

Legal environment of international green consumption. Today, with the rise of green consumption, some international organizations and national governments have reacted strongly, forming a legal environment conducive to the vigorous development of green consumption. It is understood that more than 80 laws, conventions, agreements or agreements related to environmental and resource protection have been signed internationally. The ISO9000 series standards formulated by the International Organization for Standardization (ISO 9000) and ISO8000 (ISO 8000) have been implemented since April 1995, and also explicitly restrict or prohibit the international trade of many products. In the final document signed in the Uruguay Round of trade negotiations, not only manufactured goods, but also agricultural products were brought into the World Trade Organization system, and agricultural products were marked with obvious "green" signs. From 1977, Germany took the lead in formulating the "Blue Angel" plan. Up to now, more than 90 countries and regions have formally introduced the environmental labeling system.

The international demand for food quality is getting higher and higher, especially in developed countries and regions such as the European Union, Japan, the United States and Germany. Under the constantly improving international food hygiene quality standards, China's export and other trade aspects have also been impacted to a certain extent. Therefore, it is an inevitable trend to improve product quality standards.

(1) Competition analysis: At present, food supermarkets such as vegetables and fruits are gradually emerging in Beijing market, but only a handful of them specialize in organic food, green food and pollution-free food, among which Beijing Ecological Park Commercial Chain Co., Ltd. is doing better. 3.3 Market Capacity and Trend

(1) At present, there are few green organic foods in China, and low-grade processed foods account for a large proportion. Raw primary agricultural and sideline products are rarely available in the market, even in big cities in China. For example, in Beijing, although there are some green organic food companies (Lv Long, Runze, etc. ), they are mainly aimed at wholesalers, and there is no direct consumer-oriented sales terminal, which is not conducive to product sales, brand promotion and the establishment of the company's reputation image. 12

(2) At present, China's green organic food industry is underdeveloped, and there are few similar enterprises, and the overall development scale and business model lack characteristics. There are no leading enterprises in the industry, and the sense of competition is weak. Large companies (such as Changyuan Group). ) have embarked on a diversified road, not focusing on the green organic food industry, but also have no business ideas to build brands, so there is still room for market expansion.

If you enter the market, you will formulate corresponding competition and alliance strategies according to your environment. Because the whole green organic food market is quite weak compared with the traditional ordinary agricultural and sideline products market, the competition among green organic food industries is not fierce and the conflict is small, so they belong to the same front and have the trend of joint competition with traditional industries. Therefore, in the initial stage of market development, we will cooperate with various organic food companies in the industry to effectively promote the market, improve people's awareness of health and nutrition, guide consumers' purchasing tendency, expand the market influence of the whole industry, and increase the market share of green organic food. At the same time, we should pay attention to the development of our own strength, not only learn from each other's experience of joint competition, but also develop our own characteristic expertise, that is, the company's core competitiveness.

3.4 Market situation

3.4. 1 Trends at home and abroad

Due to the increasingly serious pollution and the deterioration of the natural environment, people's health is increasingly threatened from all sides, and the increase of work pressure makes people's health more and more difficult to guarantee. At the same time, the increase of economic income and the improvement of living standards make people pay more attention to life and health, and the focus of consumption is constantly changing to higher demand levels such as leisure, entertainment, nutrition and health care. In countries with mature social and economic development, such as Britain, Germany, Switzerland and Europe, people's consumption tendency has this trend.

3.4.2 Analysis of consumer groups

With good health, people pay more and more attention to nutrition and health care, especially for families with higher income levels. The hygiene, quality and nutrition of food have a great influence on children's growth and development, which has attracted the attention of parents. Patients and people with poor health have a lot of investigations on all aspects that affect their health; The elderly live a leisurely life, cherish and care for life more, and are also taken care of by their children in many ways, and are sensitive to key links such as diet; White-collar workers have a stable source of income. With the accelerated pace of life and the increase of work pressure, their health is threatened in many ways. For this group with high knowledge level, health care is the inevitable development direction. Now, these groups are the main body of society. 13.

And it will be further expanded in the future.

However, many demands for food hygiene and nutrition cannot be well met, because no market can meet this demand, which leads to the phenomenon of "no door to buy", which is a gap in the market. In view of people's demand for high-quality food, the products and quality services provided by our company with sanitation, pesticide residues up to standard and reasonable nutrition will be favored by consumers.

3.5 Market Strategy

3.5. 1 Description and analysis of customers in the target market:

(1) Target customers: middle-and high-income families, especially women among family members.

(2) Target customer analysis: With the improvement of people's living standards, people have higher requirements for diet, not just on the basis of solving food and clothing. People began to choose healthier food, but because green food is more expensive than ordinary food, not everyone can choose to consume green, natural and pollution-free food. Middle-and high-income families, because of their strong economic ability and high material consumption level, have higher requirements on the quality of vegetables, fruits and other foods, and have the desire and ability to buy such consumer foods. The consumption expenditure of family diet is mainly controlled by housewives, so housewives are our main target customers.

3.5.2 Analysis and forecast of market capacity and trend:

(1) Market capacity: The population of Beijing's national political, economic and cultural centers is generally highly educated. In 2006, the total resident population of the city was 158 1.00 million. Among the population aged 6 and above, 2.328 million people have received college education, accounting for 17.5. 3199,000 people received high school education (including secondary schools and vocational high schools), accounting for 241%; 4.753 million people received junior high school education, accounting for 35.8%; 2.343 million people received primary education, accounting for 65.438+07.7% (the above-mentioned people with various educational levels include graduates, dropouts and students in various schools).

Agricultural and sideline products business plan (3) business content: green agricultural products sales.

1. Platform for Action

Creation background and project introduction

I recommend it carefully.