3d Tv Business Plan
Business plan of 3D TV Executive summery
Problem: 3D TV market in China has great potential, but Chinese brands and foreign brands in terms of product quality and functionality,they are still a certain gap. What is the opportunity? Estimated 2013 flat-panel TV consumer demand of 42 million units, of which 20 million units of demand for 3D TV, smart TV demand 800 million units. Consumer demand will return to the essential characteristics of the TV – picture quality and sound effects; 3D channel launch volume growth accelerated 3D Smart TV scale.
Has not yet appeared on the market directly by the 2D signal into 3D signal TV 2. Solution: Create a brand for innovative 3D TV market in China. shui?? is the newest high-tech product, movie technology brought right to your living room, 3D effects to bring you the visual impact you can enjoy anytime, anywhere. If you want to see the common chanel , just change the signal to finish the transfert by 3D-2D. 3. Market facing fulfilling demand advantage From consumer groups, the average age of 3D TV consumption is becoming younger.
To the age of marriage for young people will be more and more, they are the main purchaser of goods, all around us, you can see that they desire to buy the TV before marriage, but is missing in the second-tier cities such as Chongqing, Jinan, Hangzhou 3D television propaganda, in the second-tier cities, such as shopping malls, relatively speaking inside the 3D TV can not meet consumer multi-faceted, multi-selection requirements. I precisely for their needs and the setting up of the project, at the same time, the majority of manufacturers have also noticed that.
Changhong, Konka, Hisense and other vendors . 4. Product with potential commercial value The main body of the project is to build a high, medium and low-grade TV. Required to achieve the purpose: to meet the vast majority of consumer demand for 3D TV. TV has great profit margins, very attractive terms from the manufacturers, merchants. Enterprises have power, market demand naturally easily from share part of the profits, part of the relatively solid profit. 5. Our company?
We will build two manufacturing plants in Zhejiang, to build our R & D base and the company is located in Hangzhou, the plant scale probably need about 50,000 square meters, fifteen thousand more than a thousand employees, the company has a chairman and general manager,R & D Director, financial Director, sales Director, human Resources Director, logistics Officer, plant department manager. 6. Group Prisident : zhang weizhong – training / EMBA + Entrepreneur . Hongyu – experience / sales managers in SUNING. Coodinator developpment product GUOMEI in ShangHai. The business profile 1. Description of my business
H2O Corporation is a Chinese multinational electronics company headquartered in ruian Zhejiang, China,which is 100 km northeast of the wenzhou. H2O is a China ‘s first self-developed 3D TV technoloy company, we not only sell our products to the market, to output our product philosopy : Innovation and change our lives! In addition, we will also build our own sales outlet based in the Pearl River Delta region, to establish a national entity with network the trinity-marketing standards mode. 2. Market and customer The concept of 3D TV launch time is not very long, but in the 1980s began to study abroad.
Japan’s Panasonic and Sony invested heavily in higher technological content of products in this study. Currently on the market there are a lot of the concept of 3D TV, the effect is less obvious than ordinary liquid crystal effect. The main reason is really 3D resources, many movies and TV shows 3D sense is not very strong; another TV product technology is not as advertised or we imagine that there is a strong sense of three-dimensional. The actual market share about 10% to 20%, and consumer groups are mainly concentrated in the cities and the high-spending families.
Future production with the large number of 3D films and television programs, 3D TV will be the rapid development of the market share will average 80% -120% of the rapid growth of 3D TV on the market in 2015 is expected to account for 45-60% of the market share. Means that 12-18% of Chinese households will have 3D TV by 2015 … From a technical point of view, has a self-luminous, wider color gamut, color is more real and natural, more levels of detail, the inherent advantages of the 1080 line dynamic clarity, soft eye Plasma TV can better show the 3D image effect.
The domestic color TV market, market sales of the top five are domestic brands, totaled 66. 02 percent share. Which Konka TV retail volume market share of 14. 27%. LCD TV sales, made eight brands in volume accounted for 70. 06 percent of the market share. Among them, Hisense ranked first in market share of 13. 18%. It is understood that, since the beginning of this year, foreign brands have launched two price war to try to impact on the domestic color TV market, but did not gain market advantage.
The impact of foreign investment, but also indirectly promote domestic brands from Competition to Cooperation. Current market for our new company, is both an opportunity and also a challenge, and our market position is the position in which the competitors in the market for consumer products, the degree of attention strongly shape the enterprise product unique, gives the impression of a distinct personality or image, so that the product on the market to determine the appropriate location. We are not on a product itself, what to do and what to do, but in the minds of potential consumers.
In other words, we need to determine an appropriate position in the minds of potential consumers to the product, and the positioning of our products in high quality, new technologies, and affordable. Our market positioning can be divided into a predetermined bit of re-positioning of existing products and potential products. The re-positioning of existing products may lead to a change of product name, price and packaging, but the purpose of these appearance changes in order to ensure that the products worth buying the image of the left in the minds of potential consumers.
Pre-positioning of potential products, requires marketers must start from scratch to develop all of the 4Ps Features meets the selected target market. Conducting market positioning, on the one hand to understand the competitor’s product with what characteristics, on the other hand to study the degree of attention of the consumers of the various properties of the product. Our consumers will first be targeted at: Fever type: is the pursuit of the latest technology, the latest product of a group of people, but a limited number of their new creation of the new invention is extremely interested in and willing to try the immaturity of the technology and products, even yourself involved in personality or to the manufacturers recommendations. • Pioneer type: more vision and pursuit of a group of people, a sensitive technologies, products, the willing nearing mature technologies and products to improve work efficiency and quality of life, walking in front of the most people.
Our competitors Chinese brand: TCL,KONKA,HISENSE, CHANGHONG Foreign brand: SONY,SANSUNG,LG,TOSHIBA,SHARP Product Our Technology 3D TV-based competitiveness in the market, our company is also actively cooperate with the market demand, to the main 3D TV brand belongs to China, and our company’s core technology is the use of advanced production technology, production of a kind in the 3Dbetween the signal and 2D signal conversion machine, it’s very small size to install TV back of the motherboard.
When people need to convert, just use the remote control to control it, this machine will then pass the signal to the monitor, the TV will start the conversion according to the instructions, the whole process takes only a minute.
PRODUCT
Competitive Comparison Our products are unique in the existing market. While there are other TV companies,none use these technology to produce 3D TV as ours. Our ideas come from listening to what other consumers have to say. Financial projection [pic] Benchmark[pic] Profit yearly [pic] 1 Marketing et sales
Product positioning “One and the only one” At present, there is only one 3D television channel in china. Not only it does not broadcast all-weather, but also the audiences must pay more cost to receive it. In addition, these programs of 3D television channel in china always have broadcasted in the general channel and had no more attraction. In consequence, the 3D televisions in Chinese family just are the common television in usual except watching 3D DVD or playing 3D TV games sometimes, can not show the 3D visual effects. There is not any brand’s 3D television can change the situation right now.
But the innovation of our 3D television breaks up the situation. Our 3D television is the first and the unique 3D television can change the signal 2D from general television channel to 3D by itself in the world. The appearance of our 3D television is a revolutionary change for the 3D television’s market. Our 3D television is the one and the only one product in the market. Make a price From the report of the Chinese 3D television’s market in April 2012(resource: http://big5. askci. com/news/201205/31/311653860124. shtml ), we will analyze and make sure our main product and its price.
From the 3D television’s screen size, the large screen size 3D television is a mainstream product which is all over 20% by the consumer attention of screen size for 42 inch, 46 inch and 55 inch. The 46 inch screen size is the most popular. Proportion of top three concerns is more than 70%, showing the popularity of large screen size 3D television. [pic] In April 2012, China 3 d LCD TV market mainstream size product attention proportional distribution (Source: ZDC) From the price of a product, 5001-8000 RMB price segment 3D television has been in most of the concerns of consumers, concerned about the ratio reached 34. %, 3001-5000 RMB has also attracted the attention of consumer more than twenty percent. [pic] In April 2012, China 3 d LCD TV market price of different period of product attention proportional distribution (source: ZDC) Compare the current average price of the main dimensions of the 3D TV market in China, in addition to 46 and 55 inches and larger products, other dimensions of 3D TV price in 10000 RMB within. 42 and 47 inches from the Chinese local brands and LG, while 40 and 46 inches from Samsung, Sony, Sharp and other manufacturers, so their price is relatively high. [pic]
In august 2011, size of 3D in Chinese TV market’s product average price(source: ZDC) From different brand, the foreign’s brands, such as: Samsung, LG, Sony, Sharp…, occupy the most of high-end market and the super large size 3D television’s market (plus 52 Inch); the Chinese’s brands, such as: TCL, Hisense, Konka, Changhong, Skyworth…, occupy the most of low-end market. Normally, the price of foreign’s brands ‘3D televisions are made mostly triple than the Chinese’s brands‘3D televisions in the same size. We will take an example of the price of the most popular screen size 46 Inch in different brands
In the second year and third year, the investment demand will gradually decrease. With the improvement of the profit, this plan calls for the bank loans to be repaid in the third year, these personal investments will be shared out bonus at the end of years according to the 20% of the investment. Risk prevention Possible risk and solution Risk: same industry competitors? Like every new company, new brand enter the fiercely competitive market at the very start, we must meet the strong competition counterparts to stop us to gain market share, such as: the others brands’ products significantly depreciate sales promotion, negative campaigning from the others brands’ and they will stand together to threat the dealers stop supplying their products if the dealers sell our products.
Solution: So we must make a right price and reinforce the market communication to get market recognition and enough consumers as soon as possible, thereby to enter the market and seek more development opportunities. Risk: material purchase? Suppliers casually raise prices of raw and processed materials Solution: As far as possible to expand purchase channels, compare the suppliers based on the quality, price and credibility. Choose the best supplier and establish a stable supplier chain.
Risk: environmental pollution? The environmental pollution principal means the scrap TV pollution. It has a lot of heavy metals harmful to humans. If casually discarded harmful substances as rainwater into the underground or like a garbage landfill incineration, these harmful substances will stay here for a long time in the natural and the destruction of the ecological environment, and may at any time through a number of channels to enter the inside of the human body, so as to endanger human health.
Solution: We will install a specialized decomposition of the old TV production line imported from Japan . ———————– Looking at the changes in the market, to fully grasp the pulse of the market, coldly towards market competition, the courage to challenge, ebullient, make their own taste and style, to create first-class brand —-slogan _____ zhang weizhong chairman ???
