Pet clothing store marketing activity plan 20 14

With the development of society and the improvement of living standards, people's hobbies are more extensive, and more and more people like to keep pets. According to a group survey, half of the respondents think that keeping pets can improve their mental health, and psychiatrists also point out that pets are good for human mental health. Pets can bring many benefits to people. According to the survey, when the per capita income of a region exceeds 3000 dollars, the consumption habits and leisure habits of this region will change greatly. Some experts pointed out that once the standard of $3,000 is passed, the local pet products market will increase by 50%. In addition, the consumer groups of pet products are generally wealthy families and single aristocrats, and generally don't care about the price, which gives pet products operators a lot of space.

The market potential of China's pet economy is at least 20 billion yuan, and the annual growth rate remains above 20%. Taking Shanghai and Beijing as examples, the annual pet consumption is about 654.38+0.5 billion and 2 billion respectively, with an annual growth rate of 654.38+0.00%. The huge development potential makes it impossible for anyone to be indifferent. ? Spending money to bring the puppy home has just begun, and pet owners often spend more money on their dogs than on themselves? . Investing in a pet shop can make you earn hundreds of thousands or even millions a year, which is really a wise choice for investors.

According to the statistics of Beijing Public Security Bureau in July this year, there are 534,000 registered pets in Beijing. If you add unregistered pets, the number may reach millions, and this number is still rising. Small pets began to give birth to a new industry to be reckoned with.

It can be seen that pet shops are going to develop, which is an extremely favorable market.

Second, the planning summary

This is a planning book of a pet clothing store co., Ltd., in order to develop the first brand of fashion pet clothing and attract more senior white-collar workers who love fashion and pets.

Stimulate the market, expand the customer base, provide a platform for customers to know more about our company, and let more pet lovers and pet owners patronize our company to increase the sales of clothing.

The contents include detailed market analysis, marketing deviance, after-sales service, budget and other planning routes.

Three. company profile

A pet clothing company was established at a certain time and place. Is a company specializing in pet clothing. After continuous development and growth, our company has become increasingly mature. Since its establishment, it has made great achievements in sales, technology and personnel training.

At present, our products are ... every product and every series are aimed at serving customers and opening a diversified, multi-grade and high-quality clothing company. Our company provides all kinds of pet clothing: mini series, cute series, noble series, leisure series and so on. At the same time, there are professionals to guide you and tailor it for your pet. Our company can make the style you need to design for you in the shortest time.

Looking back on the past and looking forward to the future, our company has achieved a certain market, and has won unanimous praise from customers in management mechanism, operation mechanism, marketing and after-sales service. We believe that through the perfect combination of products and services, we will be able to obtain a world-famous brand.

Fourth, market analysis.

The market analysis of pet clothing stores includes the following points:

(1) Market Status and Market Prospect

Walking on the streets of the city now, you often see some clothes? Strange clothes? Our pet and owner strolled in the street: a graceful girl in a pink gauze dress was holding a chihuahua, and the old couple were holding Bomei in a red dress. The owner in a suit and tie was followed by Migru in a green camouflage suit. In some pet supplies stores, all kinds of pet fashions are dazzling and varied, no less than the children's clothes in the store. And the price of pet fashion is not cheaper than children's fashion.

Pet economy is really bottomless deep water. According to the statistics of Beijing Small Animal Protection Association, at present, about 40% families in Beijing have one or more different pets such as cats, dogs, birds and fish. The actual number is far more than that. The pet penetration rate in Tianjin, Nanjing, Guangzhou, Hangzhou, Shenzhen and Chengdu is also very high. According to statistics, there are only 60 million dogs registered in China.

With the rapid development of China's economy and the constant renewal of people's consumption concept, it will certainly provide an opportunity for the rapid development of the pet industry, and it will also inevitably lead to the upsurge of the pet economy. At present, there are at least 1 100 million pets in China. In 2008-2009, the expenditure of European and American families on pet products increased instead of decreased. The annual expenditure of American pet industry accounts for 1.34% of American GDP. In 2008, the total market value of American pet products reached US$ 43.4 billion, an increase of 5% over 2007, which provided a strong export potential for China's pet products industry.

The following are some data charts related to pet clothing:

Distribution of pet clothing

The above picture shows that the pet industry in China has many markets and great prospects, which is very beneficial to the development of pet shop operators. Therefore, we should seize the opportunity to meet the challenges of new industries.

(2) consumer acceptability analysis

According to the survey, most of the families who keep pets are middle-income families, and most of them have pet residents with incomes above 3,000 yuan. The purpose of purchase has changed from simple farming to healthy and interactive farming, which will be manifested in the following aspects:

L consumers' acceptance psychology is becoming more and more mature. From simple breeding to buying high-grade pet food, pet consumption has gradually become a fashion.

Other life consumption of pets, especially the appearance decoration of pets, so pet clothing is more dominant.

In terms of spiritual sustenance, according to research, families with children have a higher probability of keeping pets. Single women are also an important consumer group of pets, as well as the elderly. These groups have an increasing demand for pets in today's society.

(3) Analyze the influencing factors of product market.

Macro environmental analysis

According to the data of the National Bureau of Statistics, from 200 1 to 2009, the gross domestic product increased from 200 1 096555 billion yuan to 335353 billion yuan in 2009, with a compound annual growth rate of 15%. Per capita GDP grew at a compound annual growth rate of about 14.2%, from about 8,622 yuan and 5,438+0 in 2006 to about 25,000 yuan in 2009.

Social environment analysis

Industrialization has accelerated the urbanization process of China through the migration of rural population to cities and the transformation of villages and towns to cities. According to the data of National Bureau of Statistics, from 200 1 to 2008, the total urban population in China increased by about 65438+26 million, with a compound annual growth rate of about 3.4%. In 200 1 year, the urban population accounted for about 37.7% of the total population, and in 2008, the proportion has increased to about 45.7%.

It is estimated that by 20 13, the proportion of urban population in China will increase to 53%.

With the rapid economic growth in China, the income level and living standard of urban families have improved accordingly. According to the data of National Bureau of Statistics, the annual per capita disposable income of urban households in China increased from 200 1.6 and 860 yuan to about 17 and 175 yuan in 2009, with a compound annual growth rate of about 12.5438+0%.

According to the data of National Bureau of Statistics, from 200/kloc-0 to 2009, the compound annual growth rate of total retail sales of social consumer goods in China reached 16. 1%, which was faster than the growth rate of urban disposable income. This shows that with the improvement of living standards in China, the corresponding consumption level has also improved to a certain extent.

These data show that people's living standards are improving day by day, there are more and more high-income families, and the demand for living environment and spiritual requirements is increasing, which is also very beneficial for us to develop this industry.

(4) SWOT analysis of our company.

Advantages of

Our company (shop) is located in. . . . . . Shopping mall counters are luxurious. . . . Mode (the specific mode here is explained by your store) makes you feel at home.

W disadvantage

The brand is immature and lacks publicity.

O opportunity

At present, there are not many large pet clothing stores, so we should seize the opportunity to create products that are more attractive to customers.

Ensuring the quality of products is the character of products.

T threat

There are companies with large market share.

Other companies continue to settle in XXX city.

To sum up, we should take advantage of the opportunity to improve our brand awareness. At present, there is no strong favorable activity, so it is necessary for us to greatly optimize the quality and brand to increase the turnover.

Verb (abbreviation of verb) market strategy

According to market analysis, combined with various business models for marketing, we can adopt the following marketing strategies:

1. Target market: According to the market analysis, it can be determined that the target market is white-collar and above successful people with economic ability, who love pets and are fashionable.

2. Establish a comfortable, elegant and generous entity brand pet clothing store (company).

Brand stores are our face, so the decoration must be elegant and atmospheric to attract high-end consumers. Our clothing stores are in the form of independent stores and shopping counters. I can recommend the following types of stores:

This is the storefront form decorated in the outer packaging, which is comfortable, elegant and atmospheric. I believe that such a shopping mall and such a facade will be liked by many consumers.

3. Establish an online marketing market, develop your own online company, and do both online and offline.

Establishing a pet clothing brand has the following functions:

L Pet clothing brand websites can enhance, expand and deepen the image, value and extension of clothing brands.

L pet clothing brand website can provide interactive friendliness? Customer relationship management? No matter ordinary tourists, they all disappear.

Consumers are still all links in the value chain of clothing brand production and operation activities.

L pet clothing brand website is the basis of online promotion and marketing. On the one hand, we can cooperate in the offline field.

Carry out a series of marketing activities such as advertising, public relations and promotion; On the other hand, the website itself is an interactive communication platform, and the feedback exchange between two activities can be realized on the website. Moreover, these activities should be based on the core values of clothing brands, so as to ensure the continuity and consistency of activities.

Through effective network marketing activities, clothing brand websites can achieve the above expectations, and can achieve the purpose of deepening the spread of clothing brands faster than traditional methods.

4. Advertising

Now every product should be deeply rooted in people's hearts, advertising is the best foundation and advertising is the best sales model. We can have the following ways to promote sales:

A. putting up posters for publicity is the most basic.

B. TV promotion, which is one of the best choices, should be big, well done and popular.

C. Putting online advertisements, which is a website promotion method with large investment and obvious effect. The choice of advertising target should conform to the characteristics of the website audience and be adjusted according to the needs of different promotion stages of the website. It is necessary to do a good job in website advertising planning and put advertisements on major portals and related theme websites. Instant messaging advertisements are mainly placed on instant messaging tools such as MSN and QQ, which are relatively economical and practical, so we can focus on this aspect.

D. by promoting pet clothing waiters. Properly handle promotional activities and increase product sales.

E. If the company is large, you can hire celebrities to speak for you.

5. Incentives for sales promotion personnel:

1) Establish a commission system: according to the sales volume, give the sales staff a certain profit and get the following rewards: gifts, bonuses, sales competitions, tours, etc. As a reward.

2) Establish a performance appraisal system: according to the degree of completion of employees, the system of more work and more pay can promote employees who have made great contributions, and severely punish or even expel unqualified employees according to the year-end performance appraisal of employees.

6. Extend the products of this city? Manage chain stores

With the growth of the company, with the maturity of the brand and the improvement of popularity, we can develop pet clothing branches in other regions, expand product lines and even impact foreign markets.

7, to meet the emotional demands of consumers:

? Handle VIP membership for consumers, so that consumers can enjoy membership discounts.

? Set up a special veterinary institution to treat consumers' pets.

? Establish pet consultation institutions and service institutions.

? Set up some preferential activities or free activities on some holidays.

? Meet the psychological needs of consumers, give small gifts in full every time and so on.

? You can also provide daily small gifts such as pets for free, and so on.

Six, product strategy

1, product as a whole

A) Products refer to any tangible goods and intangible services that can satisfy certain needs and desires of consumers or users through exchange.

Product = Entity+Service

B) Five levels of the whole product

Core product form, product extension, expected products and potential products.

2. Decision-making of pet clothing products

? For core products? Pet clothing program

Customize the market development plan of clothing products, add, change and innovate the original styles, use the company's special brand and packaging to provide customers with various services and guarantees, put new clothing products on the market after production, and then do market research, new product sales and customer feedback to improve brand quality.

? Improve consumers' expectations of products

Having a good service platform is one of the important prerequisites to attract customers.

The development of personalized clothing, due to fierce market competition and diversification of consumer demand, only a few brand-name high-end goods can last forever. When the product just entered the growth period, it began to study the upgrading of the product. This can not only compensate the sales profit of the previous generation of products for the promotion expenses of new products, but also greatly shorten the launch cycle of new products, and at the same time establish the serial image of our products, which is conducive to product sales and maintaining market share.

? Establish a well-known brand of your company.

Brand strategy can often play an unexpected role in product promotion. Many famous companies have their own trademarks.

And some trademarks are? A trustworthy product? They have strict purchasing quality standards and emphasize the use of their trademarks. The unified trademark of famous dealers can also avoid large advertising costs, which is also very beneficial to small-scale exports.

? Add potential products

Pet clothing companies should not only be clothing, but also add some other pet products, such as pet food, pet beauty tools, pet medicines, clothing customizers, customized high-end clothing and so on. This is also part of attracting customers.

? Clothing price strategy

When the company was first established, it was in the growth stage. Our most important thing is to build a brand, and we can implement a low-price strategy slightly higher than the cost. When the company enters a benign development stage, we can sell clothes through special sales, customized sales and auction pricing. When we entered the mature stage, we had a certain market share and the company had a certain popularity. We can raise the price of products appropriately to improve the company's profits.

Seven, after-sales service

In today's fierce market competition, after-sales service has become an important factor to attract customers and consumers. After-sales service is a long-term process, and its service quality evaluation standard is customer satisfaction. This kind of satisfaction will directly affect consumers' next purchase choice, and then affect the relationship between consumers and manufacturers and their loyalty to products.

So we have to do two things: one is to stabilize the old customers, and the other is to constantly turn new customers into old customers. Failed salespeople often consider the problem from the perspective of finding new customers to replace old customers, while successful salespeople consider the problem from the perspective of keeping existing customers and expanding new customers, so that sales are increasing and sales performance is getting better and better.

1, the so-called? Old customers? Principle:

Your customers are men and women. Only by caring for each other can we really impress people and win the trust of customers.

You always remember: we are salespeople, and it is our duty and obligation to create sales performance. We do all the customer maintenance.

The purpose of work is to create sales and enhance brand image!

2. Maintain the old customer system:

? Establish old customer files, indicating their gender, hobbies, e-mail, consumption habits, favorite service methods, promotional information, values, approximate age, address, telephone number, etc. Among them, the old customers are required to fill in these contents, which should be clearly explained, so as to reassure customers with a cordial and caring service attitude and inform customers that the purpose of our registration is to better serve them. And ensure that the customer's personal data will not be disclosed.

? Old customers join the consumption database in time after each consumption. Always keep communication and exchange with old customers, effectively prevent frequent customer loss. At the same time, the database can also be used to analyze customer differences and identify "gold medal" customers.

? Shops should establish an effective short message library, and when sending short messages to old customers, we should focus on making customers feel our concern for her. Too commercial information will make customers resent, and only warm and intimate information like friends can impress old customers.

? Holiday SMS: The focus of SMS is to give customers good wishes for the holiday, and avoid mentioning the activities of the store during the holiday in the information.

? Customers who spend more than one yuan at a time must call back one week after purchase to ask how they feel about their clothes and whether there are any washing problems. If the customer can't answer any questions, he must make an appointment with the customer to solve them.

? New customers brought by old customers, regardless of the purchase amount, need to send messages on the same day to thank old customers for their love of the brand and support for the store; Thank new customers for their recognition of the brand.

? The content collected in the return visit is handled by the region, and the company's delivery is handled by the customer service department of the head office.

3. Solve the problem of customer feedback in time and effectively, so as to better improve the company's service system.

Eight. budget

1. Budget (market research and analysis, investment of about 2,000 yuan, half-year rent in advance: 5,000 yuan/month)

2, decoration: lamps, clothing models and other decoration costs about 5000 yuan.

3. The first batch of products is about 15000 yuan (which can be divided into three grades, 60% for high-grade products, 30% for mid-grade products, 0/0% for accessories, 40-60% for mid-grade products and 20-40 for low-grade products).

Nine. appendix

1. Product level explanation:

2, the domestic pet industry market competition structure research map.

3.SWOT explanation:

SWOT stands for strength, weakness, opportunity and threat.

SWOT analysis, also known as situational analysis, was put forward by a management professor at the University of San Francisco in the early 1980s. It is a method that can objectively and accurately analyze and study the actual situation of a unit. SWOT analysis is used to determine the competitive advantages, competitive disadvantages, opportunities and threats of the enterprise itself, so as to organically combine the company strategy with the internal resources and external environment of the company. Why do you think this theory is ours? Know yourself and yourself?

Generally speaking, SWOT can be divided into two parts: the first part is SW, which is mainly used to analyze internal conditions; The second part is OT, which is mainly used to analyze external conditions. Using this method, we can find out the factors that are beneficial to ourselves and worthy of development, as well as the things that are unfavorable to ourselves and should be avoided, find out the existing problems, find out the solutions and make clear the future development direction.

4. Clothing market questionnaire

Pet clothing market research table

At present, pet dogs are gradually entering people's lives, and dogs in clothes are leading a new trend. In order to understand pet clothing

In order to meet the equipment market demand, this questionnaire is specially formulated. Thank you for your enthusiastic participation!

1. Your gender: *

male and female

2. Your monthly income *

A./kloc-within 0/000 yuan A. 1000-2800 yuan C.2800-3800 yuan D. more than 3800 yuan.

3. Do you have a pet dog at home (if not, please skip to 5) *

A.yes, b no.

If you have a pet dog, what kind is it?

A. Bomei B. Zhang Xiaonan C. Shirley D. Bixiong E. Husky F. Samoyed D. Wip H. Songshi J. Others

5. If you have a pet, would you consider buying clothes for your pet (if no, the questionnaire is completed, thank you for your answer; If yes, please continue to answer) *

A.yes, b no.

6. From what sources do you know the pet clothes you want to buy (multiple choices) * [multiple choices]

A. Introduction of family and friends B. Network C. Newspapers and magazines D. Others

7. Where do you prefer to buy pet clothes (multiple choices) * [multiple choices]

A. small commodity market B. online shopping C. supermarkets, department stores D. pet stores E. others

8. If you buy clothes for your dog, which of the following is the most important *

A. Is the fabric healthy, comfortable and environmentally friendly B. Is the style novel, fashionable and interesting C. Is the structural design convenient and multifunctional D. Is it cost-effective?

9. For the functionality of pet clothing, which of the following functions is more important (multiple choices) * [multiple choices]

A. physiological clothes B. maternity clothes C. pajamas D. antibacterial E. others

10. What is the acceptable psychological price for buying clothes for dogs *

A. Under 30 yuan A.30? 50 C.50- 100 D. As long as you like, the price doesn't matter.

1 1. What kind of clothes do you like to choose for your pet (multiple choices) * [multiple choices]

A. Sports and leisure B. Fashion personality C. Cute D. Career maturity E. Others

12. Do you care about the brand of pet clothing?

A.yes, b no.

13. What's wrong with the purchased pet clothes (multiple choices) * [multiple choices]

A. the workmanship is not fine and the clothes are not durable. B. the size is not suitable. C. the style is not very picky. D. it is inconvenient to put on and take off.

14. How often do you buy clothes for your pet?

A. once a month. B.2-3 months C.3 months or more. D. I will buy anything I like at any time.

15. Would you choose a pet tailor's shop to tailor clothes for your pet *

A.yes, b no.

16. What services do you want the pet tailor shop to provide (multiple choices) * [multiple choices]

A. you can buy finished clothes on the spot. You can design clothes for dogs. C. besides pet clothes, you should also have other pet products. You can park around the pet tailor's shop.

17 where do you live and what is the density of pet shops *

A. high, everywhere. B. it's hard to see C.

18. Thank you for your cooperation:

I recommend it carefully.