BusinesｓpｌanforＨａｐpyＭaｌｌ．comByＧroup５E1ＨａrrisｏnAlexＯwenDannyMessiAndrewＰetｅrＢaseneyTABLEOＦCＯNTENＴＳExecｕtiveSｕｍmａry--－－－--－-－--－－－--－－-－-－-－－-－－－-－－－－-－３Ｂackgroｕnd－－－－-－-－－－－－-－--－-－－--－-－－-－－－--3Maｒｋet－-－--－－-－－-－－－－－-－-－－--－－－--－－--－-－5Saleanｄpricｉng--－－－－-－－－--－-－--－-－－-－－－-－－-－－－--－--－--8Tecｈnｏlogicａl－－－－－－－－－－-－--－-－--－－－--－－－－－-－１1Staff－－－--－－－－－-－-－－－-－--－－－－－－--－－-－－－－16Financial-－－－－--－-－－－－－－－-－-－－－－-－－－－－－--－--－－－--－－--－1７Summａｒｙ－－--－-－－--－--－－-－－－--－－-－－－-－－--－－－--２11.ＥxecutiveSumｍaryＴｈetotalcapｉｔalweneｅdisabｏut４０0,0００yuan.Eaｃhｏｆｔhe8mｅmｂersinvest50，0０0yuan．ＴｈoｆourwebsiteｉｓHapｐｙMall.ｃoｍ.ThebusiｎｅsswｉllbeaＷebｍallthａｔｓeｒveｓstudentsaｎdotherpｅopleChｉna．Basedontheｆinancialanｄcoｍｐeｔiｔiveanalysiｓprｅsｅnｔeｄinthispｌan,BuｌldoｇＭall.cｏmwilｌbesuccｅｓsful.ＨaｐpyMaｌl.coｍｗillbecｏmefirmlyeｓtaｂｌｉshedinwitｈinthreeｙｅars.HappyMall.ｃｏm’sｕser-friendlｙenviroｎｍent,tecｈniｃalexcellence，cｏmpｅｔitｉveａdrａt(yī)eｓ,anditssｌogan,“HａｐpｙMａll.coｍ–Chｅap,ｆaｓtandhａｐｐy”willprovｉｄeadｉstｉｎｃtivecompetiｔiveedge．HappyMalｌ.comaｎticipatesｌaｕnchｉngｉnwithataｒｇｅｔlaunｃhdａt(yī)ｅofＪaｎ１,.Ｔhesiｔewillｂｅopeｒaｔioｎal２４hｏｕrsaday，７daysaweek.BaｃkgrｏundｅlｅｃtｒoｎｉｃｃoｍmeｒcebacｋgroundandsigniｆicａnceＴhｅlａｓtcenｔｕrｙsｉncｅｔhe90＇s,aｌonｇwｉththeｎetｗoｒk,ｃoｍｍunicationａndｉnformaｔiontechｎoloｇｙ,ａbrｅakthroｕｇhintheｗorld,Ｉnternetｅｘｐloｓivｅgrowｔhaｎｄtheraｐidｐopulaｒｉzation.Inthiscoｎtexｔ,theelectrｏniｃcｏｍmerｃｅｅmerｇeaｓｔhｅｔimｅsrｅquire.ElｅｃｔroｎｉｃcｏmmｅｒceiｓbaseｄｏntheInteｒｎet,tｏthｅmaｉnpaｒtiesｔｏtｈeｔrａnsactiｏn,ｂankeｌｅｃｔroniｃｐaｙmenｔandsettlemenｔmeanｓ,toｔhecustomｅrdatabａsedoｎnewｂusineｓｓmｏdel,iｔcanmａkｅthｅｍｅrchａｎｔandｔhｅsupplieｒｃlｏselyreｌatｅs,quicklyｍeｅtｓthecustomｅrｎeed,alsoallｏｗsbｕsｉnｅssｅsgloballytｏseｌecttｈebeｓtsupｐlieｒs,ｉｎthewｏrlｄｔhｅmａrketsaｌesofｐroducｔｓ.Sinｃｅ1998ｔｈe＂e－commeｒcｅ"sｉncｅ，therapiddevelｏpmeｎtｏfeleｃtronicｃｏmmercｅｉntheｗoｒld,approxｉmatｅｌyeｖｅｒyniｎemoｎｔｈｓ，itstrａnsacｔionvolumewillbｅdoubled,gｌobale－commerceｔransactions(inｃｌudｉngonlinｅtrade,sｕｃｈaｓhundｒｅｄｓofbillｉoｎsofdｏllａｒsinsaｌes）,bｕsiｎessｉｎcｏmｅｉncｒeaｓed2６2％．Atprｅsｅｎｔ,maｎycountriｅｓintheworldhavebeｅnoptimisticａboｕｔｔｈeelectroｎｉccommeｒcetｈｅnｅwcontiｎent,iｓｇenerａｌlybｅｌieｖedｔhattｈｅdｅｖelｏpmeｎtoｆelectｒoniｃcomｍerｃewｉllｂeｔｈenｅxt25yｅars,theworldeconomicdevｅlｏpｍentaniｍｐortantforce,inthｅprｏmotｉonofeconoｍywｉllbefarmoreｔhａn200ｙｅａｒsbeｆorｅtｈeｉnduｓtriａlｒevｏｌution.３.Ｍarket３.１SwotAnａlｙsiｓStrengthｓ：lowcｏsｔ,wedｏｎ'tｎeｅdatrueｓhoｐandwealｓohavelessｓtaffGｏodserｖiｃｅ，ｃoｎsumers'saｔisfaｃtioｎｉｓourａiｍOurendeａvorandHYPＥRLIＮKconｆｉdeｎceOppｏrtunitｉｅｓ:ThedevｅlｏpｍentｏfshoｐｐingｏnliｎeisvｅryfaｓtSｔｕdenｔsｉsｓuchabｉgmarｋetＷeakness：ｌoaｎrequiredLackExperｉｅnceＷebsｉtePｒomotiｏnThｒeatｓ:ＰoteｎtialfutｕreｃｏmpetitioｎＨighｅｒcostsｉnｆutuｒe3.２TargｅｔMａrkeｔ:Stｕdentｓfrｏmunivｅrsiｔｙwhodoｎoｔhavealotofｍｏneｙ．(Mａincusｔoｍ)Whｉtｅcollarswholｉkeshoppingｏｎline.Offiｃialｓiｎgoｖernｍｅｎtａndｃoｍpany.Teachｅrｓinuniversity3.3MaｒkeｔＲeｓeａrcｈ3.３．１.ＯbjecｔｉveoftheResｅarｃh:AｓtｈenumberofChinｅsenetiｚensｉncｒｅａsesｒａpidly,shoppingｏｎlｉnｅhasbecomeapａrtofmoreandmｏrepｅopｌe'sdailｙliｆe.In,ｔｈeratioofoｎｌiｎesｈoppｉngtransａcｔiｏｎstototaｌretａｉlｓａlｅsofｓocialconｓumerｇｏodsｉｎcreａseｄto1.6％and１.９%respeｃtivelyinfrom1.3％ｉn.Inadｄｉtiontocｏｎsuｍer’sｉncreasinglypreferenceｔoｏnlineshopping,ｆiｎancialcｒｉsｉｓisalsoinfaｖoroｆｏnｌｉneshoppiｎgdeｖelopｍｅnｔ.ThｅｐurｐｏｓｅIdｉdｔｈisresｅaｒchiｓtｏanalysisthｅｒealｒeaｓｏｎwｈyonｌinｅshoｐpingｉsgａｉninｇpｏpularｉtyiｎCｈｉｎa.３.3.２.DescｒｉｐｔionoftheMａrkｅt:OｎｌineshoppinｇｉstheｐｒoceｓsconsumerｓgothroｕghｔopurchａｓｅproduｃtｓoｒｓervicesoｖerthｅＩｎteｒｎet.Anonｌiｎesｈoｐ,e-shoｐ，ｅ-sｔoｒe,inｔernetsｈop,wｅbsｈop,HYPERＬINK\ｏ"Wｅbstore"wｅbstore，onｌineｓtore,orvirtｕaｌstorｅe(cuò)vokeｓthepｈysicaｌanalogyofbｕyinｇHYPＥRLINK"(busiｎeｓｓ)"＼o＂Producｔ(busｉｎess）"producｔsorHＹＰＥRLINＫ"（ｅconomics)"\ｏ"Sｅｒvice（econｏmicｓ)"ｓerｖicｅsataHYPERLＩNK\ｏ"Bricｋaｎdmortaｒbusiness＂ｂrｉｃks-and-ｍortarＨYPEＲLINK＼o＂Retaiｌinｇ＂ｒeｔaｉｌerorinaＨYPＥＲLIＮＫ＼o"Sｈｏpｐｉngmａlｌ"shopｐingmaｌｌ.ＯnlineｓhoｐpinｇisatｙpeofHYPERLINＫ\o"Electronicｃｏｍmerｃｅ"eｌectｒoniｃｃomｍerｃeusｅdforＣusｔomer-to－Customer（Ｃ2C)HＹPEＲLIＮK\ｏ＂Buｓiness-to-bｕsiness＂busiｎess－tｏ-ｂｕｓineｓｓ(B２B)anｄHＹPEＲＬＩＮK\o"Buｓｉnesｓ-ｔｏ-conｓuｍer"busiｎess-ｔo－cｏｎsumer(B2C)ｔrａｎsacｔｉons.ＡgroｗｉnｇnuｍｂerofChinｅsenetｉｚensａｒeaccｕｓtoｍedｔooｎlineshoppｉngduetoitsapparentｐriｃeaｎｄcｏnｖenieｎce.Cuｒｒｅｎtｌy,aroundonｅiｎfournｅｔizeｎsｉｎChｉnaｓeｌｅｃｔonlineｓhoｐping,wｈiｌeitiｓtｗoiｎthreenetiｚeｎsincｏｕntｒiｅswｉthhｉghIntｅrnetpenetratioｎｓucｈasＥuropeancｏuntrｉeｓ,thｅUｎitedSｔatesandＳouthKｏreａ．Ｔherefｏre，tｈｅｐoｔentｉalofChina’sonlinｅshoppｉｎｇｍａrｋetｈasnｏｔｂｅe(cuò)nfullylｉbｅｒatｅdyｅｔ．3．3.3．MarkｅｔMetrｉcs：InChina,ｔｈethrｅe(cuò)maiｎChina’sB2Cｍａrｋetｐｌaｙerｓａre:１)TaobaoMａｌl–AB2CMarｋeｔpｌａｃeoｐerateｄbｙAlｉｂａｂ,alocaｌＩnteｒneｔcompａnyiｎwhichＹahoobouｇhｔ40％ｓtakeinSeｐt..Ａｌaｌｓoboasｔsthewｏrld’slaｒｇestB2Ｂmaｒkｅｔｐlacｅ.2)３6０buy–ｏneｏｆthｅbｉggeｓtB２CweｂofChina３)Amazon–ａnewlaunchedB2ＣmarkｅtpｌaｃeopｅｒateｄｂyAｍazonandZhuoyue,wｈichoｗnsmanｙfamouｓmallaｌloｖerthewoｒld.Ｆｏrexamｐle,ｒｅcｅntly,CNNIＣmadeaB2CＳｈｏppingMarketＳuｒvｅy,whｉcｈinvoｌvesRandomSamplｉｎｇTｅlephoneSurveｙaｎdOｎlineSurvｅy.TｈebaｓicfｉndinｇsＩacｑuirｅdｉncluding:1)３.3ｍillｉonpeopｌehaveshopｐｅdOnline(bothB2ＣａndC2Ｃ）inthe３ｃitiessuｒveyｅｄ.Penetraｔｉonratｅｉs25.5%ｏftotalｏｎlinepoｐｕlaｔion.2）２millionｐｅoｐleｉnｔhｅ3cｉtieshaveshopｐeｄonａＢ2Cmarketｐlａce.Nａｔionａlly,Ｂ2Cshoｐpersａｒｅｅstiｍateｄtoexｃeed１0milｌionpｅｏｐle．ＭaｒｋｅｔｓhareofchinａelｅctrｏnicB2CWｅｂＤifferｅnceｓｏfB2Cconsumer'saｇe?(1８-30aｎdａbove30)ＴaobaoAｍazon360buｙWecａnseｅthattheyoungpeopleisouｒｍaiｎｃoｎｓumer,theyarestｕdeｎt,Whiｔｅcollａｒsａndoｆfcials?3.4Coｍpｅtitorsaｎalｙsｉs1.Taoｂao:ItisaChiｎeseonlineshoppingweｂｓite.ＩtｓeｌlsallｋinｄsofｐroductsａnｄitisthelargｅsｔｏnlinｅshopｐinｇweｂｓiteinChina.2．Ａmａzon:Amazoｎstartedｉnasaｅlectｒoniｃpｒoｄuctｓandbｏoｋe-rｅtaiｌer,aｎdｈａsbeｃｏmeｏneoftheｂiggesｔｉｎtｅｒｎetｂrandinChina.Ｔｈeyａrefoｃusｅｄｏnbrinｇｉｎgｑuaｌiｔyboｏks，eｌectroｎｉductsanｄoｔｈerｌifesｔylegｏodsatｒeａsｏnａblepｒｉｃｅstooｕｒｃｕstomers．3．36０ｂuｙ:360bｕyＪｉｎｇdongMalｌ(ｗww．３60buy.cｏm)isthebｉggest3ConｌinｅretａiｌｅrｏftheB2CmaｒｋeｔｉnChｉnａ;itｉsonｅofｔｈeｍostpopularandpoｗerfｕlE-BusiｎessｗｅbsｉtｅinｔheChinａ'sE－Businessｆield.（3CsｔaｎdsｆｏrComputer,Comｍunｉcatiｏｎ，aｎｄCoｎsumerEｌectroｎic）?Ｔhe360ｂuyJingdｏｎｇMalｌ'sserviceｐｈｉｌoｓｏphyis"Peｏpｌe-oｒiented",andｐｒomiseｓtopｒoviｄeｋinｄlyOｍni－diｒectionalseｒｖiｃｅsforpeｒsonaｌuserｓandbusｉnessusers,Jｉngｄoｎｇwoｒkshardondevelｏｐiｎgａfrieｎdly，hａppyandrelaxedｓhoppiｎgｅnviｒonmｅntｆorshoppers,ａndkｅe(cuò)psaddingｄucts,hｏpeｓｔｏsatisfyｓhoｐｐｅrsｗｉｔｈdｉffｅrentｓｈoppingｄｅｍａnｄs．CoｍparetotheothersａmekｉnｄoｆＥ-Buｓｉneｓsretａｉleｒs,360ｂuyJingdongMａｌlｈasａhuｇecataｌogofprｏdｕcｔs，compｅtitivepｒiceｓ,ａndconｓummatｅlogisticsanｄｄiｓｔributioｎsｙstｅmsanｄsoon,JingdｏnghasbuiｌtgoodｒeｐutatiｏniｎtｈeE-Buｓｉneｓsｆiｅldandhavｉnｇlａrgemarkeｔshareａｍongthebｅｓtｓincｈina.

3.5Prｏmotｉoｎaｌstrａt(yī)ｅgyWeｐrｏｖｉdeｓseveralmeasuresofdisｃount,thesearebaｓicprｏmotions.Eｖerｙｃoｎsumerwilｌgeｔameｍbershiｐcard，aｓiftheyhavebouｇht20０RMＢgoods.Thｅnconｓumｅｒscaｎenjoya５%discoｕnｔinｔheｌaｔeｒconsuｍｐｔioｎ.Somｅtiｍｅs,somｅcomｂiｎatiｏｎsｏfｇoｏdｓalsoｐrovideaｈugediscｏｕnt.3.Wewillｏrganiｚeｓoｍesalespｒoｍotionｄuringｆestivalｓ3.６Webｓitepublishｉnｇｐroｍotioｎ1.Prｏmotethesitｅｔhｒoughsｅarｃheｎgineｓ2．Ｕｓeｏuｒownwebsitetopromotｅourownwebsite３．Uｓeofoｔherｓiteｓmotetｈeｉrwｅbsｉte4．Uｓeｏｕｒseｒvicesandprｏmotionalaｃtiviｔｉｅmoｔetheｓite５.Useoftraditiｏnalmedｉaｔoｐromｏｔetｈesitesaleandprｉciｎg4．１PｒodｕctinstｒuctｉonOｕrｍainｐrｏdｕctsareelectronｉｃｐroductｓcontａｉnｉngｃompuｔeｒ,tｖ,cameｒa,mobｉlephonｅ，wａｔchandｓoｏn．Iｎorderｔｏguaranteeｔｈｅqualitｙofoｕrpｒoduｃts，manymｅasｕreshavｅbeeｎtａｋｅｎ.PｒｏｄｕｃtCatｅｇｏrｉｅs：1．WatchHYPERLINKPocketWatchesHＹＰERLIＮKＳpoｒtｓ&LEDwatｃhesHYPERＬIＮKHｅlloKiｔtyWaｔｃhesHＹPERLINKKiｄs'Wａt(yī)ｃheｓHYPEＲLINKOｔheｒＷaｔches2.CellｐhoneＨYＰERLＩNKAｎdrｏidCellPhｏneHYPERLINKQｕaｄBandCｅｌｌPｈoneHYPEＲLINKDualCａｒｄsＰhonｅHYPＥRLIＮＫQwｅｒtyＫeｙｂoａrｄPhｏneＨYPERLＩNＫＷｉＦiCelｌPhoｎeHYPERLINＫＴVCelｌPｈoneHYPＥRLＩNKWａt(yī)chＣeｌlPhｏｎeHＹＰERLINKCaｒtoonCｅllPhonｅ3.HYPERＬINKTaｂｌｅtＰＣHYPERLINＫＡnｄｒoiｄTabletＰCHYPEＲLＩNKWｉndowsTａｂｌetPCHYPERＬINKＡ４.ＯtｈereｌectrｏｄucｔsHYPERLINＫMP３／MP4/MP5Plａｙersaｎdsoon4.２PrｉcingstratｅgｙThｅａimofcｏmｐａnyisthaｔｌoｗｅrunｉｔpｒiｃe,betｔeｒsａlevｏlｕmｅ.Tｈusｔhｅｐrｏfitｉssetaｂouｔ10％ｔo15％.（Postｉngfｅe(cuò)isｎotincludeｄ）,WhenwｅholｄHYPEＲＬＩＮＫsａlesHYＰERＬINＫpromotionmａyｂｅsｅtlｏwｅvenlowerthanｔhecｏst.４．3Paymｅnt：OnlｉｎｅshoppｅrscｏmmonｌyuseHYＰERLINＫ\o"Crｅｄiｔcard"credｉｔcaｒdtomａkeｐaｙｍeｎtｓ,ｈoweversoｍｅｓyｓtemsenabｌeusｅrstocｒeateaccountsandpaybyaltｅrｎatｉvemeans,ｓuｃhas:HＹPＥRLINK\o"Ｄｅbitｃａrd"DebiｔcardVarｉｏustyｐeｓofHＹPERLINＫ＼o"Eｌeｃtroｎiｃｍoｎey"eleｃｔronicmoneｙHＹPERLINK\o＂Cashondelｉvｅｒy"Caｓｈondｅｌivｅry(Ｃ.O.D.，ｏffｅredbyveｒyfewoｎｌｉnｅstｏreｓ)HＹＰEＲLINK＼ｏ"Chｅqｕe"CｈequeＨYＰＥRLINＫ＼o"Ｗiretransfer"Wirｅtｒaｎｓfer/deliveryoｎpａｙmentＨYPERLINK\o"Monｅyorｄer"PostalmoneyｏrｄerHＹPＥＲＬＩNK\o＂ReｖｅrseSＭＳbillｉng"ＲevｅrseＳＭＳbｉllｉngtoｍobiｌeｐhoｎｅｓHYPＥRLINK\o"Giftcaｒd"ＧｉｆtｃardｓDiｒeｃtdebiｔinsomeｃountrｉｅs4.４CustｏmerＳerｖiceHYＰERLINＫＯｕrGuａrantｅe(cuò)1yｅargｕａranｔeedate?

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