行业调查报告.ppt

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1、行业调查报告行业调查报告Established in November 1995The first professional manufacturer of cosmetic cotton productsGot ISO9001-2000 certification with first sample presentationShino series products:cosmetic pads,cotton mask,cotton tips,Oil-Absorbent PaperOverview Products sold in more than forty cities in China

2、Exported to other countries such as U.S.A.,Australia,Japan,Europe and so on.During these 15 years,Shino has developed into a well-known manufacturer and exporter.Overview 2011 cosmetics products categories,Internet users to protect skin to taste the attention of the highest,about 47.70%;Color makeup

3、 product attention for 21.67%,ranking the second;Hair care products attention for 16.81%,ranking the third.Facial treatment the attention of the highest,66.46%;The second is the face clean,attention is 15.52%;The third is prevented bask in a product,attention is 14.73%Conclusion:skin care begins wit

4、h cleaning which be focused by most of female.This industry is in high potential Industry analysis2011 cotton pad internet hit indexThe yearly growth rate in the world of cotton pad was increasing.The average growth rate is 12.65%Industry analysisFrom year 2006-2010 the cotton pad industry in china

5、grow in average 10.11%.The yearly sales were 460million,503million,554million,614millionand 687million respectivelyYoung and middle-aged is main consumption in the survey,we found that silks users age focused on 20-40,its rates as high as 84.6%,below 20 years old,40 years old users is very small pro

6、portion.Market analysis Investigation still shows,40.3%consumers at the age of 30-40 years old,make up cotton month consumption is below 30 yuan and around.40.7%of consumers at the age is in 30-40 years old of consumers,acceptable monthly average consumption in 50 yuan;And 50-100 yuan level of consu

7、mption accounted for 19%,Market analysis Market analysis In addition there is 48%of the people use cosmetic cotton and sticks one time a day,41%of people a day use several times a day.In use make up cotton group,54.7%of the people think that it should be run out and buy,but there are also many peopl

8、e(25.7%)believe that as long as good can buy,optional purchase and occasionally to buy people only accounted for 16%of them.Market analysis For the market price of cotton pad per package.42%of respondents said they can accept the price of$10 to 30 yuanAmong that,29%of respondents said they can accep

9、t the price of$30 to 50 yuan 13.7%of the respondents can accept 50 to 80 the price of Accept 80 yuan of above to protect skin only 2.7%of respondents.Thus it can be seen,the price is in 30 yuan of the following silks the most popular cosmetic cotton.Shino believes that skin care begins with cleaning

10、.The company has been committed to provide consumers with the most soft and natural skin care products to make consumers skin enjoy silky tender loving care since the company founded.The price of Shino are bwlow 30 yuan which attract most of cosumers based on our industry and market investigation.Be

11、sides that,the Competitive advantages Shino believes that skin care begins with cleaning.The company has been committed to provide consumers with the most soft and natural skin care products to make consumers skin enjoy silky tender loving care since the company founded.The price of Shino are bwlow

12、30 yuan which attract most of cosumers based on our industry and market investigation.Besides that,Shino is a professional cotton series productions firm which is highly focused compared to other brands such as ShiseidoCompetitive advantages The firm is highly market penetration and divided into dif

13、ferent market segment which is unique The firm found the young age brand,cotton talk for age 20-25 girls and boys.The market potential are 30 million college studentsAmong them,about 15 million girlsAccording to our survey,about 35%girls do make up regularly and consume cotton padsAnother 10%use cot

14、ton pad from now and then,including boysCompetitive advantagedCotton TalkAge 20-25Greater responsibility in the plant and field marketing managers.They begun to come out with more attractive ideas of consumer promotions.The luxury brand-ultra soft cotton padsfor Age 35+is created Designed according

15、to Asians skinVery soft and thickTwo side pressing,no residueCan also tear single one into two pieces to absorb toner by wet compressingShinoFirst cotton manufacture in ChinaFirst mover advantageHave mature and stable clients networkReputation for good qualityAdvanced technologyCost controlLocal com

16、pany products designed more suitable for Chinese peopleFocused on major products-Cotton pads and added a new brand named cotton talk,which mainly targeted girls from 20-25Strength Cute package design,cute brand name.Thin cotton padsCosts less toner and make up removerHigh-pressure water surface trea

17、tment makes it much softer and more comfortable and less residue.High temperature steam to assure its clean and safeDifferent package size and shape to meet different needsStrength Few people know the brandWith the acceleration of the rapid development of IT technology and other high-tech many hotel

18、s equip themselves with the online purchase which is considered as more cost-effective way to marketing and online shopping makes for more extension of market exploration and other industry information construction However,Shino have not found their own website for shopping and advocating the firm.W

19、eakness TV programs and blogs offer market education for consumersGrowing GDP,higher personal income lead to better life quality-increasing demandCotton pads gradually become a life essential like towelsGrowing consumption of make up remover and toner drag up the salesNo close substituteFast consumi

20、ng goodsOpportunity Baidu data statistics shows that:in 2011 beauty&skin care related search content,or related products inside search accounted for the highest,attention achieve 21.67 that indicated that the cotton pad and sticks such kind of tools in skin care occupy a huge market.Opportunity Less

21、 than 10 cotton pads manufactures in ChinaImmature market means more space for developmentInfant industry in China-many big cosmetic companies will not focus on cotton pads,which gives chance to small companiesLarge population base in ChinaGrowing habits of using cotton padsOpportunity Low entry:As

22、the investing of this kind of firm is less compared to other kind of cosmetics firms which about 100,000 for one equipment which attracts more and more private companies entre this industry.Besides that,many cosmetics firm are producing their own brand cotton productions.Threat The stock holder from

23、 Singapore quit the business and sold his part to my family for 20 millionImport some most advanced machines from Switzerland for 2 millionImproved other products to meet the needs of elder womenDevelop more direct distribution channelsStakeholder analysisJapanese technologyA balance of price and qu

24、alityMade of 100%pure natural cottonTwo-sides pressing design,more absorbentGood for apply toner and cleanserShino thick cotton padsAge 25-35Cotton:25,000 RMB per tonFactory price:50,000 RMB per tonFranchiser price:100,000 RMB per tonRetail price:200,000 RMB per tonOne ton=20,000 packagesCotton talk

25、:10 RMB one package-130 pads5 RMB for small package-50 padsShino thick cotton pads:15 RMB one package-130 padsShino ultra soft cotton pads:20 RMB one package-130 padsCost&Net incomeCotton talk:retail price 10 RMB,cost 2.5 RMB,factory price 4 RMB,franchiser price 5 RMBProfit:1.5/package 37.5%Shino th

26、ick cotton pads:retail price 15 RMB,cost 3.75 RMB,factory price 6 RMB,franchiser price 7.5 RMBProfit:2.25/package 37.5%Shino ultra soft cotton pads:retail price 20 RMB,cost 5 RMB,factory price 8 RMB,franchiser price 10 RMBProfit:3/package 37.5%Cost&Net incomeOther costs:management 5%,tax 5%,labor 10

27、%Profit=37.5%-5%-5%-10%=17.5%Cotton talk Sales targets:first year-5 million,second year-10 million,third year-30 million,fourth year 50 millionCotton talk Profit targets:first year-0.875 million,second year-1.75 million,third year 5.25 million,fourth year 8.75 million.Shino products profit:10-20 mil

28、lion per yearCost&Net incomePopulation base:1.6 billionFemale:about 0.8 billionPotential products user:0.32 billionAssume a girl uses cotton pads 2 times a day,2 pads a time,then 4 pads a day,130 pads a month=one packageAssume one package 15 RMB,then 0.32 billion female,4.8 billion a month,57.6 sale

29、s a year,minus cost=about 46 billion profitsIf we take 1%of the market share,we can get 0.46 billion profit per yearTarget:10%market shareMarket shareSuper market Wal-MartPharmacy Watsons Franchisers Bonded with other kind of cosmetics as gift:Products bound with NiveaOEM-LOreal Hotels Hilton,Holida

30、y InnCurrent distribution channel,the cover of the brand is widen,the branches can be seen in most of first class or even second class cities.Shino can still be comparable by providing better products as good products can be seen as the spirit of the firms which can be seen as one of the strength.Su

31、ccess cretriaFemale/Male How old are you?How often do you buy the cotton pad or sticks?How much of the cotton pad per package you can accept?Which kind of type of cotton you like?What kind of brand you prefer?How many package you can use per month?Which channel you go through to buy the cotton pad?The usage for the cotton pad in your life?Questionnaire for investigation