China International Fashion Distribution and Brand Management Business Plan

Download China International Fashion Distribution and Brand Management Business Plan

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sample business plan for a fashion distribution company based in Beijing, that was designed for a client who was interested in bringing cutting edge fashion brands to China


  • 1.Private and Confidential Business Plan 2013-2018 Fashion | Media | Creative Sunday, June 8, 2014

2. AXIS is committed to fostering a vibrant and diverse global platform for innovative high-quality brands, high concept media experiences, and inspiring design that enhances the environment, lives, and culture for the people and landscape of China. We seek to share our economic success by promoting, and being at the vanguard of fashion, music, photography, art and design, film, internet communications, and expanding this through memorable experiences that leaves and indelible mark on Chinese culture. VISION STATEMENT Sunday, June 8, 2014 3. To be a world class China market entry platform in fashion, media, and creative services for the worlds most recognized contemporary lifestyle brands, content creators, and designers. To define a contemporary lexicon of global design and creativity, and to promote the best products, experiences, and culture from around the world to the businesses and people of the greater China region. MISSION STATEMENT Sunday, June 8, 2014 4. AXIS is a brand management platform specializing in Fashion, Media, and Creative services; providing greater China market entry solutions for world class organizations, content creators, and designers our aim is to foster a vibrant and diverse Chinese culture through innovative high-quality products, high concept media experiences, and inspiring design; that enhances the image and lifestyles of a new class of sophisticated and cultured Chinese organizations and individuals. BRAND POSITIONING STATEMENT Contemporary. Fashion, Media and Design Sunday, June 8, 2014 5. Transcend the platform and services, with a powerful message to our client and consumer that creates a lasting EXPERIENCE in their minds that makes AXIS synonymous with: BRAND POSITIONING COMMUNICATIONS CLIENT CONSUMER TRUST OPPORTUNITY REFINED CULTURE Sunday, June 8, 2014 6. CORE CORPORATE CULTURE Passion Shaping culture through great Design and Media content Economic Driver Inspiring projects for clients delivered in a timely fashion for customers What are we best at? China Marketing and cultural sensitivity. Client, Customer, and Government Relationships Trusted Client Relationships World-Class Design Intimate Customer Relationships Accurate Market Insights Engaged Customer Experiences Cultural Sensitivity Open and Transparent Global We compete on Customer Intimacy and Design and Innovation Sunday, June 8, 2014 7. CORPORATE STRUCTURE AXIS FASHION LTD AXIS ASIA LTD AXIS MEDIA LTD AXIS CREATIVE LTD AXIS FASHION (Satellite) AXIS MEDIA (Satellite) AXIS CREATIVE (Satellite) HONG KONG CHINA (Satellite) Operating Investment Vehicle China Investments held at Operating Level Independent P/L for each Department China Satellite co for each department Sunday, June 8, 2014 8. A X I S COMPANY STRUCTURE 100K 30K-50K 15K-25K Collin ompson Strategy Brandon Liaw Kit Wong Commercial A X I S Fashion Brand Management A X I S Media A X I S Creative Services G e n e r a l M a n a g e r A c c o u n t M a n a g e r P r e s s M a n a g e r Accountant/ Admin Comsec/Legal30K-50K 15K-25K S a l e s M a n a g e r G e n e r a l M a n a g e r S a l e s M a n a g e r P r e s s M a n a g e r C o n t e n t M a n a g e r G e n e r a l M a n a g e r A c c o u n t M a n a g e r S a l e s M a n a g e r 15K-25K Sunday, June 8, 2014 9. SERVICES AXIS FASHION LTD AXIS MEDIA LTD AXIS CREATIVE LTD Brand Management Distribution Retail Management Press Management Branding Advertising Design Account Management Film Production OEM Mobile Ap Development Animation ODM Music Production Services Artist management Localization Hosting AD Account Management 1 2 3 Sunday, June 8, 2014 10. RESOURCES AXIS FASHION LTD AXIS MEDIA LTD AXIS CREATIVE LTD MADETHOUGHT Sunday, June 8, 2014 11. FASHION CORE BUSINESS Property, W/S, E-Commerce YEAR 1 YEAR 2 YEAR 4 YEAR 5YEAR 3 2 UnitsPROPERTY 5 Units 10 Accounts 8m RMB 12m RMB 20 RMB18m RMB WHOLESALE E-Commerce 7 Units 20 Accounts 30 Accounts 50 Accounts 80 Accounts Sunday, June 8, 2014 12. China isBIG. THE MARKET e Market But what are emerging the trends? We all know Sunday, June 8, 2014 13. THE MARKET e Market CULTURAL REVOLUTION REDUX Hu listed a number of prescriptions to help China catch up, including, "Cultivate a high degree of cultural awareness and cultural self-confidence, improve the quality of the whole civilized nation, and enhance national cultural soft power."--CNNGo President Hu Jintao has said China must strengthen its cultural production to defend against the Wests assault on the countrys culture and ideology, according to an essay in a Communist Party policy magazine published this week. The publication of Mr. Hus words signaled that a new major policy initiative announced in October would continue well into 2012. New York Times A walk down any main street in a first or second tier Chinese city reveals how China's internet-savvy youth are fast-becoming fashion conscious and are adopting the hairstyle, clothes and musical tastes of their cutting-edge peers in neighbouring South Korea, Taiwan and Japan--London Telegraph Sunday, June 8, 2014 14. e Problem OPPORTUNITY CHINESE CONSUMERS are not getting the kind of luxury services renowned international chains would oer their customers overseas (SCMP January 12, 2012) CHINA is not a single, homogenous market for luxury and is showing increasing signs of segmentation and dierentiation, with consumers motivated by more diverse factors and seeking satisfaction in dierent ways. (KPMG 2011: Chinas Luxury Consumers: Moving up the curve) an explosion of information on the internet, an increasing penchant for overseas travel, and first-hand experience purchasing and consuming luxury goods are contributing to a substantial rise in sophistication among luxury consumers in China. Contrary to popular belief, a growing number of Chinese luxury consumers are exhibiting a noticeable trend away from overt displays of wealth, and towards more understated forms of luxury consumption. (Mckinsey Report 2011: Understanding Chinas Growing love for Luxury) THE CHINA MARKET is supply-driven, new store openings creates more demand (BAIN 2010: China Luxury Market Study) Sunday, June 8, 2014 15. e Market MARKET SIZE Even in the global recession of 2009, luxury goods saw 16% sales growth. hitting US$ 10 billion. 2009 $10B Growth of 16% 2015 $27B 20% of Global market e market is projected to grow 18% annually (YOY) hitting US$ 27 billion in 2015: 20% of the global luxury market Sunday, June 8, 2014 16. e Market MARKET SIZE will account for over 20% of the global luxury market overtaking as the worlds largest luxury goods consumer. Sunday, June 8, 2014 17. e Market MARKET SIZE e Worlds YOUNGEST luxury market with In their 30s Sunday, June 8, 2014 18. e Market MARKET SIZE CHINA is the only country where consume more luxury than Sunday, June 8, 2014 19. e Market MARKET SIZE : Where Men outspend Women Sunday, June 8, 2014 20. e Market MARKET SIZE 100 Million Luxury Consumers In 2010, Chinese men spent (US $1.1 billion) on their wardrobes, far more than the (US $450 million) spent by women. (Mckinsey Report 2011: Understanding Chinas Growing love for Luxury) Sunday, June 8, 2014 21. e Market MARKET SIZE 100 Million Luxury Consumers e average male luxury shopper in China is less than 45 years old, educated, well-traveled and entrepreneurial. (Mckinsey Report 2011: Understanding Chinas Growing love for Luxury) Sunday, June 8, 2014 22. THE PROBLEM e Market MARKET ENTRY? CULTURAL DIVIDE CUSTOMER LANDSCAPE STRATEGY? NASCENT MARKET TRUST RELATIONSHIPS? INFRASTRUCTURE Sunday, June 8, 2014 23. THE SOLUTION e Market ACCESS POINT CULTURAL BRIDGE CUSTOMER INTIMACY MARKET INSIGHT MARKET DEVELOPMENT TRUST RELATIONSHIP MANAGEMENT CREATE INFRASTRUCTURE Sunday, June 8, 2014 24. OUR VALUE e Market AXIS is your trusted brand partner in expanding internationally derived creative opportunities to a burgeoning class of sophisticated, progressive Chinese organizations and consumers Sunday, June 8, 2014 25. COMPETITION e Market International Culture Local Culture Old Luxury China Focus Contemporary Lifestyle China Focus I.T Sunday, June 8, 2014 26. PRICING e Market FASHION SERVICES Luxury Contemporary Bridge Moderate Mass International Premium Local Value Cheap We only work with contemporary brands and International class designers and creatives. Service providers must adhere to a marketable price range that may not be the same as their home territory Sunday, June 8, 2014 27. FOCUS e Market CROSS CULTURALLY ASIAN INTERNATIONAL QUALITY CHINA FOCUSED Sunday, June 8, 2014 28. Age: 45-65 years old Mandate: Build native Chinese cultural infrastructure to enhance the prole of Chinese business and society Hubs: Hong Kong, Shanghai, Beijing, Sanya, Education: EMBA or Self Taught through reading Connect: Major Domestic trade events, universities, and through international fashion governing counsels Need: Highly capable entrepreneurs to shape the Chinese marketplace and to lead industries to a globally competitive standard Problem: Lack of capable cross cultural organizations and leaders able to grow successful business that bring prestige to the country by effectively competing on a global level Opportunity: To provide a culturally sensitive global organization that can bridge the divide between Chinese customs and international markets. TARGET INFLUENCER e Market GOVERNMENT OFFICIALS Sunday, June 8, 2014 29. Domain: National governing trade bodies tier 1 countries in fashion Mandate: Expand trade opportunities and understanding of national brands to the global marketplace Hubs: London, New York, Paris, Copenhagen, Tokyo Connect: Major International trade events, Hong Kong Economic trade offices, and through personal connections Need: High quality alliances and partnerships with trade bodies in emerging markets Problem: Lack of understanding of emergin