伞光点股份有限公司英文

伞光点股份有限公司英文 Shining Point Contents Company Introduction 1.Company Background Introduction———————————1 2.Main Business & Organization Structure————————2 3.Analysis of Current Situation—————————————3 Product Introduction 1.Functions——————————————————————5 2.Features——————————————————————5 3.Range of Products and Main Consumer Groups————5 4.Propduct Pricing——————————————————7 Exhibition 1.Market Analysis and Forecast ————————————8 2.Marketing Strategies————————————————10 3.Exhibition Arrangement————————————————11 4.Ideal Booth—————————————————————12 0 / 12 Shining Point Company introduction 1. Company Background Introduction Company History: Shining Point Co.Ltd is an export-oriented corporation which was founded in Dongguan in 1992, and has developed quickly since its establishment. In the new millennium, advanced technology and modern managerial expertise were brought in to improve the production efficiency. Meanwhile, our company attached great importance to scientific and technological innovation. As a result, the product quality was improved, and won us extraordinary brand awareness in the international market. From 2004 to 2008, Our company has been awarded “The Best Export Enterprise in Guangdong” for 5 consecutive years. After 17 years’ development, we are one of the biggest umbrella manufacture corporations in mainland China now，with a registered capital of 48 million dollars and 2243 employees. In 2008, our annual output approximates to 20 million. Corporation Culture: “People foremost” is the shining point in administration. “Keep improving” is the shining point in production “Honesty and trustworthiness” is the shining point in management. “Customer first” is the shining point in service. “Innovation” is the shining point in development. “Repaying the society “is the shining pointCorporation Vision: Wish shining points all over the world. Company LOGO 1 / 12 Shining Point 2. Main Business & organization structure Main Business: Our company is an integrated modern umbrella manufacturing corporation. We implement high-end brand strategy and launch various products to meet different demands. We mainly have 5 series of products: Fashion Series, Romance Series, Classicism Series, Originality Series. We also provide commercial company with the Commerce Series. To meet special requirement, customization service is offered. In addition, our company diversifies into raincoat and tent. In 2008, the Prime Operating Revenue of our company is 353.185 million dollars, and 12% of it was generated by scientific and technological innovation. Organization structure: Note: We farm out the departments which are inside the dotted line sash. Ministry of Audit: Legal Affairs Department: Logistics Department: 2 / 12 Shining Point 3. Analysis of Current Situation Internal Environment of The Corporation: We adopt the TQM method to ensure our products and services high quality. Our innovation capability is improving continuously. Every employee in our company has a strong sense of belonging. Supplier: We keep in close contact with suppliers, which enables us to keep up with the latest information on raw materials. We also have an ample and stable supply of materials. Franchisee: Our franchisees distribute all over the world, and we have built a long-term strategic partnership with them. Customer: Excellent goods and after-sale services win us a large number of loyal customers and extraordinary brand awareness. Public: Our company show great enthusiasm for public welfare and try our best to make contributions to the society. Besides, we’re also in good relationship with the mass media. Political Environment - refund on export of umbrella has been raised to13% since December 1st 2008. revitalization plan”. to inaugurate overseas markets, do scientific researches and promote brand image. Economic Environment The ongoing economic and financial crisis may lead to the trade protectionism. Social Environment With the progress of the society and the improvement of people’s life, consumers expect more from the umbrella than before. Umbrella has already become a part of fashion. Technological Environment More and more advanced technology has been applied to umbrella manufacture, such as the Heat Transfer Printing。The invention of environment-friendly materials is also a breakthrough in this field. 3 / 12 Shining Point Strength (1) High production efficiency; Low cost; Consummate quality control system. (2) Excellent brand image; Great brand awareness. (3) Abundant supply of technical personnel. (4) Complete industry chain; Large sale range. Weakness (1) Our industrial structure is irrational. (2) Mode of business operation is not diversified. (3) Working capital is inadequate, our risk-resistant capability is limited (4) It’s hard for us to make a breakthrough in this industry . Opportunity (1) Demand of international market for Chinese products is increasing sharply. (2) Brand has become an important factor to affect people’s choice. (3) The technique of making Chinese traditional umbrella is named as “Intangible Cultural Heritage”. Threat (1) The competition against Southeast Asian countries is fierce. (2) The market is almost saturated. (3) The appreciation of CNY will have a bad influence on our exportation and profit. (4) Financial crisis cuts down the demand. SO (Strength&Opportunity) (1) More propaganda are needed to expand our market. (2) Improve our products to gain a bigger share of the market. (3) Broaden our marketing channels WO (Weakness&Opportunity) (1) Readjust and improve the industrial structure of our corporation. (2) Set up a margin system. (3) Raise the utilization rate of resources. ST (Strength&Threat) (1) Further enhance the competitive edge of our products through innovation. (2) Build up the system of forward exchange settlement and sales to circumvent the bad impact of rate appreciation. WT (Weakness&Threat) (1) Diversify our products. (2) Improve the ability to manage crisis. (3) Establish a risk-resistant mechanism. 4 / 12 Shining Point Product introduction 1. Functions Apart from the basic functions of umbrella, they can also be decorations and collections, because they’re all elaborately manufactured and of high artistic and collectable value. Originality and customization series show the different personalities of young people, while commerce series serves as a economical tool for enterprises to advertise. Besides, our brand is a noble symbol of status and taste. 2. Features 1. 2. 3. 4. Original design Various styles Collectable Portable 3.Range of Products and Main Consumer Groups Fashion Series Simple patterns show our designers’ unique interpretation of fashion. This series is suitable for the public. Cartoon Series The theme of this series is lovely cartoons which also reflect a kind of innocent attitude towards life. It is very popular among children and young people. 5 / 12 Shining Point Romance Series With a dual tops structure, this kind of umbrella is specially designed for lovers, and enables the couples to enjoy the romance of love even in the rain. Classicism Series As“the Living Fossil of Chinese Folk Umbrella Arts ", The Traditional Luzhou Umbrella is famous for its fine handwork, classical style and high cultural value. It can be wonderful collection and gift. Originality Series This series provides you with several kinds of creative products, such as the wine bottle umbrella, the luminous umbrella, the music 6 / 12 Shining Point Commerce Series We offer special service to meet the demand of the commercial companies for “advertising umbrellas”, “sun umbrellas”. Customization Series This series makes “the umbrella in dream” for everyone. 4. Product Pricing The formula to price our product is: P = C (1 + R) (1 + W), P is price, C is cost, R is attached cost rate and W is attached brand value. For domestic agents，wholesalers and retailers, R is 45%, 50%, 55%. ;For overseas agents，wholesalers and retailers, R is respectively 90% , 100% and 110%. As our company is export-oriented and has a great brand awareness, W for the domestic and overseas consumers is 15% prices of the main products of every series. Clients should pay within 20 days. If pay in five days, they can get a 10% discount. 7 / 12 Shining Point Exhibition 1、Market Analysis and Forecast A、 Product Market Analysis and Forecast labor-intensive. Besides, limited by the local custom, our enterprise doesn’t have advantage there. Thus we will adopt a retrenchment used to focus on pay more attention to the quality of umbrella. As a result, the sale of our And the very fact of saturated market has led to the low growth of sale. Consequently, what we high competitive force---high growth. is Russia and Ukraine is increasing sharply. So it’s the right time for us to enlarge the export scale there. B、Sales Analysis and Forecast Sales Analysis and Forecast ( unit: ten thousand dollars) year Type A Type B Gross sales 2004 961.88 412.23 1374.11 2005 1311.44 485.05 1796.49 2006 1692.15 725.21 2417.36 2007 2298.01 1237.38 3535.39 2008 2297.11 1234.74 3531.85 8 / 12 Shining Point ?Y=12655.20, ?XY=6053.80，?X2=10 into the formula, then Y=?Y/n+?XY/?X2×X=2531.04+605.380X ?Y=4347.18. So the forecast of the gross sales of 2009 is 43471.8 thousand dollars. In the same way, we can get the forecast of gross sale of Type A and B .They are 28092.3 and 15379.5 thousand dollars. In the basis of the line chart analysis, our enterprise developed steadily from 2004 to 2006; and the economic bubble from 2006 to 2007 resulted in the high growth of sales. Although the economic crisis in 2008 has led to the global recession, the gross sales of 2008 is almost the same as 2007, because umbrella is necessity of life. Generally, the forecast gross sales of 2009 should be adjusted between 35318.5 and 43471.8 thousand dollars. In terms of product market, we should continue developing Type A and expand the potential market of Type B. C、Market analysis and forecast of the Exhibition The following pie chart is based on a questionnaire, of which the interviewees are assumed as merchants. (Sample: 250 students) This is the occupancy of each series that the interviewees prefer to buy. 9 / 12 Shining Point The chart below is the comparison between published prices of the published prices are acceptable to the consumers, so these two series will be the main products on sale. On the contrary，2. Marketing Strategies A. Promotion Channels (1).Export Channels Sales filiales----Set up filiales in the import countries. The headquarter takes charge of the transportation, and the marketing strategy can be perfected by the filiales according to the local circumstances. Agents & dealers-----Build strategic partnerships with the agents and dealers, and try to expand our market through their sales network . E-commerce-----Develop the system of e-commerce to provide online reservation service for the customers. (2).Domestic Channels Chain Stores-----Establish the brand image by setting up chain stores. We can know more about the demand of the customers. Franchises----- Build up franchises to broaden marketing channels. B. Promotion strategies (1)Sales promotion Exhibitions——We can exhibit our extraordinary products and promote the image of our enterprise. Discount——The customers who purchase a large amount of goods one-time can get the discount. Allowance——Give an allowance to the agents who try their best to sell our products. (2)Advertisements------Publicize our new products and enterprise by printed ads and television ads. (3)Public Relation Activities Our enterprise has a good relationship with the local government, and keeps in close contact with corporations of the same business. In addition, we also sponsor commonweal activities regularly to improve our image. 10 / 12 Shining Point 3. Exhibition Arrangement (1) Discuss the preliminaries of the exhibition. (2) The vice-general manager establishes a co-ordination team. (3) Convene meetings for detailed scheme. (1) The vice-general manager attends the auction to bid for ideal booths. (2) The sales department selects some suitable products for exhibition. (3) The marketing department sends invitation to the main customers. (4) Recruit two ritual girls, six salesmen and a financial accountant. (2) Reserve advertising for exhibition. (3) Release ads via the mass media. During the exhibition (1) Two ritual girls: Greet guests and distribute the leaflets. (2) 3 purchasing guiders: Serve the guests and introduce our products. (3) Two salesmen: Negotiate trade items with the customers. (4) The financial accountant: Record the business transactions. (5) General superintendent: Take the whole control. (1) Wear uniforms and keep neat. (2) Serve sincerely and work patiently. (3) Be polite and good at English. (4) Abide by the rules of the exhibition. (1) Half the booth will be decorated as a "sweet garden". It creates a romantic atmosphere. The Fashion Series and Romance Series will be mainly exhibited here. The other part will be decorated as a "classical inn". The Classicism Series will be displayed here. (2) Two laptops will be set ready to play the promotion video .Beautiful background music will also be played. (3) The ritual girls will dress in different styles to show different series of products. 11 / 12 Shining Point (4) Fashion show will be performed to attract more customers. (5) Customers can try our new products, such as music umbrella, luminous umbrella. (6) Issue brochures and promote products. (7) Those who purchase our products with more than $250,000, $300,000 and $350,000 once can respectively have a 5%, 10%, 15% discount. Those who purchase Cartoon Series or Originality Series with more than $250,000 once can have another 10% discount. Those who sign the long-term contract (for at least 4 seasons) and purchase with more than$350,000 once will get a 20% discount. The client who signs a contract with us can get an exquisite gift. After the (8) Exhibition (1). Keep in contact with the customers, update customer profiles. (2). Analyze the survey data and draw a conclusion. We can readjust our business according to the conclusion. (3). Follow the process of production and transportation to ensure that the customers can receive the goods on time. 4. Ideal Booth ? Negotiation area: Salesmen can negotiate with customers here. ? Showcase: Various kinds of products will be displayed here. ? Fitting area: Customers can try our products of the originality series here. 12 / 12