2012 年 7 月底，在与两位朋友的共同商议下，我们一起创立了外贸女装零售电 商网站 thatspoint，网站是全英文的内容站点，以销售快速时尚的女性服装 商品为主，主打平价优势，商品设计偏向于甜美路线，风格简单轻巧，极富年轻人的 朝气与洋气，客户年龄大多在 18 岁到 30 岁之间，以年轻的都市活力女性人群为主 考虑到国内电子商务的竞争激烈程度，特别是以淘宝京东为首的电商多采取价格 战来争取市场份额，严重导致低毛利高运营成本的非盈利状态，所以我们决定将市场 面向海外。凭借中国世界加工厂的优势，和多年来为欧美、日韩等服装大品牌代工经 验，服装质量高和成本低，但海外销售利润高，在国际市场上的价格非常具有优势， 信息并不对称。所以为了找到最合适的供应加工厂，我们精选了广东广州的布料供应 商和江苏南通的服装加工厂为战略合作伙伴，直接加工生产拥有快速时尚元素但价格 低廉的女装成衣，拥有了非常高的市场竞争定价权，运营外贸女装零售网站的毛利十 分可观，基本可以到达 40%以上。 正是基于上述的调研，我们把网站推广到了以美国，英国，加拿大为主的英语国 家，通过销售均价 30 美金左右的快速时尚女装打入市场。由于我们拥有多年的外贸 电商推广经验和国际物流资源，通过在以 Google，Facebook，Twitter 为主的广告平 台上进行商品广告投放和引入流量，利用 PayPal、西联汇款等方便的国际支付平台， 凭借和 UPS，DHL 等国际物流公司的合作，打通了一条从工厂到消费者的直接购物 通道，让全球购物变的极其简单。 但是随着发展的需要，人工的运营成本、市场的推广费用和稳定的现金流都是我 们作为创业公司将要面临的挑战和困难，所以本商业计划书希望通过展示网站的运营 现状、市场环境、商品优势、推广营销战略和财务预测分析，来帮助网站融资，使公 司可以更加健康快速的发展，走上更高的台阶，也希望能为以电子商务网站融资为题 材的商业计划书报告提供一些参考性的价值。 关键字，快速时尚，外贸女装，电子商务，在线零售，网站融资首都经济贸易大学硕士学位报告 外贸女装电子商务网站商业计划书 II Abstract By the end of July 2012, with two friends’ discussion, we built an English e-commerce site named thatspoint,to online retail fast fashion women's clothes for young teenage customers mostly in the age between 18 to 30 years old from United States, British and Canada of English background. Taking into account the intensity of competition in the domestic e-commerce, especially for Taobao and 360buy, led to use pricing war to gain market share, severe resulting in low operating costs, high profit margin status, so we decided to market for overseas battlefield. With China as world's factory advantage, OEM for many years to international big-name clothing, so low cost making, but high-profit at overseas sales, caused price information at international market is very asymmetric. In order to find the most appropriate supply chains, we selected the fabric suppliers in Guangzhou, Guangdong and a very great clothing factory in Jiangsu Nantong as a strategic partner, making fast fashion women's clothing at very cheap prices, with a very high competitive pricing, so this business model is very impressive, which can reach 40%. Based on the above research, we market site in the United States, Britain, Canada, mainly English-speaking countries through the sale price of around 30 dollars entry the market. Upon our many years of experience in the promotion of foreign trade and international supplier logistics resources, through to Google, Facebook, Twitter-based advertising platform for advertising and the introduction of commodity flows, using PayPal, Western Union and other international payment platform, also with UPS, DHL and other international logistics company's cooperation, open up a direct chance from the factory to the consumer, so that the global shopping becomes extremely simple. But with the development needs, labor operating costs, market promotion expenses and stable cash flow, as a start-up companies we have to face those challenges and difficulties, so by showing this business, of market environment, product advantages, marketing strategy and financial projections analysis to help site financing, in order to make company become more healthy and rapid development, importantly taken to a higher level Keywords: Fast Fashion, Women Clothes, E-commerce, Online Retail, Financing首都经济贸易大学硕士学位报告 外贸女装电子商务网站商业计划书 III 目录 摘要..............................................................................I Abstract .........................................................................Ⅱ 1 投资概要......................................................................1 1.1 外贸女装零售电商网站的国际市场前景广阔（用户）............................1 1.2 外贸女装零售电商网站行业的供应链优势（产品）..............................1 1.3 外贸女装零售电商网站行业的推广优势（渠道）................................2 1.4 外贸女装零售电商网站的盈利模式（效益）....................................2 1.5 网站未来三年的销售额增长度预计超过 150 %...................................3 2 公司介绍......................................................................4 2.1 公司概况..................................................................4 2.2 公司管理层团队............................................................4 2.2.1 管理层人员简介......................................................4 2.2.2 股权结构............................................................5 2.2.3 组织架构............................................................5 2.3 公司网站的业务运营........................................................5 2.3.1 网站概述............................................................5 2.3.2 经营展望............................................................6 3 市场环境......................................................................7 3.1 外贸女装零售电商网站市场发展现状..........................................7 3.2 外贸女装零售电商网站市场发展中存在的市场机会..............................8 4 竞争对手分析.................................................................10 4.1 国际市场上的竞争对手分析.................................................10 4.2 国内外贸女装竞争对手分析.................................................10 4.3 SWOT 分析................................................................11 5 产品与服务...................................................................13 5.1 女装商品介绍.............................................................13 5.1.1 女装的供应链优势...................................................13 5.1.2 女装的定价优势.....................................................14 5.1.3 按需采购模式.......................................................14 5.1.4 女装的生产与质检流程...............................................15 5.2 网站服务理念.............................................................15 5.2.1 长尾理论在经营上运用...............................................15 5.2.2 客户服务优势.......................................................16 5.3 网站的国际支付优势.......................................................17 5.4 网站的国际物流优势.......................................................18 5.5 网站的技术系统优势.......................................................18 6 营销计划.....................................................................20 6.1 网站营销的市场定位.......................................................20 6.1.1 目标市场...........................................................20 6.1.2 目标客户...........................................................21 6.2 网站营销的渠道...........................................................22首都经济贸易大学硕士学位报告 外贸女装电子商务网站商业计划书 IV 6.2.1 搜索引擎的推广.....................................................22 6.2.2 社交网络的推广.....................................................22 6.2.3 网站联盟的推广.....................................................23 6.2.4 多语言站点推广.....................................................23 7 融资计划.....................................................................24 7.1 融资需求.................................................................24 7.2 资金使用.................................................................24 7.3 投资退出.................................................................25 8 财务分析.....................................................................26 8.1 销售收入分析.............................................................26 8.2 现金流分析...............................................................26 9 结论.........................................................................28