RISING STAR LTD

B2B PROPOSAL

By:

HANGSHANG
TEAM KLES CBA
TABLE OF CONTENTS

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SL.NO

TOPIC

PAGE NO.

COMPANY PROFILE

PRODUCT DESIGN

SAMPLE

PROPOSAL

SWOT ANALYSIS

14

CONCLUSION

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COMPANY PROFILE
Rising star.ltd [RSL] was incorporated in Shanghai in 2005, with our base located in the
center of Shanghai. RSL was established by its principal directors with aim to share
many of the bountiful treasures that are made in china.
From our extensive and continuously updated portfolio collection we make every effort
to carefully select those goods that we feel will offer a truly unique flavor of the RSL.
From classic and elegant Asian products we guarantee that you will feel the level of
satisfaction that we can deliver to your doorstep. We are continuously searching the
Asian markets to find that special piece of cultural insight that we believe can enrich
your personal and home surroundings.
From our extensive and continuously updated portfolio collection we make every effort
to carefully select those goods that we feel will offer a truly unique flavor of the RSL.
From classic and elegant Asian products we guarantee that you will feel the level of
satisfaction that we can deliver to your very home doorstep.

VISION
The underlying theme running across the broad spectrum of all business activities at
rising star is that of enhancing lifestyles of people, across all diversities and
demographics

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KEYS TO SUCCESS
Timely response to customers' requests: We cannot afford to delay our clients for
whatever reason, as this will have a negative bearing on our image and reputation, as
well as impacting future business. Hence we need to be continually communicating with
the client, so as to ensure that products are delivered on time and according to the
customer's specifications. This will go a long way towards instilling a sense of trust in
our ability and establishing long-term relationships.
Excellence in fulfilling the promise: We intend to produce and provide products of
uncompromised quality to our customers, and excellent service. This is so as to meet
their needs and standards. We acknowledge the fact that the company's success will be
based on spontaneous response to customer orders and hence we intend to set high
standards and work procedures.
Assembly Technology: To ensure quality of the Hanfu designs it is essential to utilize
the latest and most efficient production machines. We also intend to keep abreast with
technological developments, which will ensure we gain and maintain a competitive
advantage utilizing the latest production techniques.
Networking: As the majority of our customers will be wholesalers and intermediaries
there is need to effectively network with the various decision-makers and order-makers
to ensure a ready market.
OBJECTIVES:

Continuously provide high quality hanfu clothes on time and on budget.

Develop enthusiastically satisfied customers all of the time.

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Ensure economical use of resources from capacity utilization, minimizing

inventory/stock and low cost, and high quality materials.

Contribute positively to our communities and our environment.

Establish a market presence that assures short-term and long-term profitability, growth
and market share, which will ultimately convert to huge business success

PRODUCT DESIGN
Highlights
Fabric: Silk Brocade
Patterns on the fabric: Blooming Floral
Crossing Collar tying to the right
Long Sleeves with Wide Cuffs
Shining Pale Gold Brocade patched at Collar,
Sleeve Cuffs and Dress Bottom Rims
Floor Length Skirt with Back Train
Each Set includes: 1 Dress and 1 Matching Belt
Suitable to wear on Chinese theme occasions,
Weight: 1.2 kg
Price: ` 8100

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Highlights
Calf Length Outer Gown:
Fabric: White cotton Lenin
Crossing Collar tying to the right
Long Sleeves with Wide Cuffs
Huddling Dragons Embroideries stitched
at Mid-sleeves
Calf Length
Inner Skirt:
Elastic Waist
Pleated Skirt
Full Length
Belt and Pendant:
Green Linen Belt with 3 Artificial Jade
Stone in the mid front
Flying Dragon Embroideries stitched on
the pendant
Each set includes: 1 Long Gown, 1 Skirt
and 1 Embroidery Belt
Suitable to wear on Chinese theme
occasions, or as Chinese Costumes.
Weight: 2.50 kg
Price: ` 7875

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SAMPLE:
BROCADE FABRIC:

Large dragon patterns

Lotus pattern

Embroidery

COTTON:

Natural 7elastic
| P a gfiber
e

Printed cotton
Printed cotton

Chinese caligraphy

HANGSHANG

PROPOSAL
GENERAL INFO:
RSL reaches its discerning customers through an extensive network comprising
exclusive franchise stores and premium multi-brand trade outlets,. We have an
integrated Design Department, which is constantly at work on innovating designs,
concepts and products by incorporating the latest international trends in fashion and
clothing styles.

PROJECT STATEMENT:
Need: we can see a paradigm shift in Chinese culture which is moving from
westernization to hanfu culture, this shift opens up an opportunity for us to cater the
market with affordable hanfu to exclusive custom made hanfus to affluent class people.

Expected result: There are a few manufacturers who cater to need of affluent class
people; we have got a large scope for improvement in this gray market. Our marketing
strategies will Ancash hanfu market in china.

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PROJECT OBJECTIVE:
Objective is to establish Chinese ancient traditional dress from the grass root level.

IMPLEMENTATION /4 P'S
PRODUCT:
Hanfu is a traditional dress worn by Chinese people, the main feature of Chinese
clothing exchange collar, the right of junction, waist, bound with rope, also used along
with hook and so on, giving the impression of flowing free and easy. As a Hanfu maker,
the first guarantee we give is the quality of the clothing, and the detail of the artisanry
and other basic qualifications, in order to ensure its basic operation. We use the finest
material, combined with expert craftsmanship and quality service, providing premium
products to our buyers.
We offer hanfu to 2 different classes of people as per the segmentation, which comprises
of

Affluent class people: who will be offered products of brocade, brocade silk
materials of superior quality

Middle income level people: who will be offered products of cotton Lenin,
&100% organic cotton with wrinkle free treatment

The BRAND NAME of the product is

BEIJINGER

dressed to impress

Which will be positioned as a premium brand offering authentic traditional Chinese

custom made clothing of high quality

USP AND DIFFERENTATION

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We sell Hanfu out of the premium quality material providing high quality standards,
through strict archaeological investigation of existing artifacts, the detail of the
Artisanry adds up to the USP.
The clothes are sewn with extreme attention to detail and finished by the most
experienced and capable tailors and that is what differentiate us from others in the
market.

PRICE:
In marketing, price is a vital strategy in competition. We use two kinds of pricing
strategies at the same time.
A. Skimming price: this is for the niche market, where affluent class people are targeted.
B. Penetration price: this penetrates the competitors pricing at the middle level income
group.
PLACE:
We will reach our discerning customers through an extensive network comprising of
exclusive franchise stores, company outlets and premium multi-brand trade outlets.

Distribution channel:

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HANGSHANG
RSL ltd
(Manufacturer & brand owner)

Distributor

Franchise

Company outlets

Multi brand trade

outlets

PROMOTION:
A strong promotional foundation provided by traditional media is imperative for
maximizing brand awareness, developing a positive image, and establishing a solid
reputation.
Our new product will be promoted and finally delivered to the customers by three ways
i.e.
PRE LAUNCH
During this phase teaser ads will be aired and pasted so as to create curiosity amongst the
target customers.
LAUNCH

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During this phase the advertisements will be very much descriptive
in nature and will give out the detailed information about our product
and the variety it comes in.
The launch will be done officially by having a big event i.e. FASHION SHOW
POST LAUNCH
In this phase the advertisements will be carrying our offers or contests
if we are having any and will also give out the prizes that are to be
won or also the discounts that the consumers can credit.

OTHER PROMOTION METHODS INCORPORATED:

Advertisements in print publications:

Display ads in trade publications

Display ads in business publications

Custom company magazines

Direct mail

Public relations

Events

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Sector growth projection

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100
80
60
sectorial growth

40
20
0

1995 2000 2005 2010 2015

ROI chart
Product

Dealers

Margin

Retailers

Margin

Maximum

No.

landing cost (12 to

landing cost

(45 to

retail price

Bj-1
Bj-2

(disc 40%)
4860
5400

15%)
583.2
648

5443.2
6048

50%)
2656.8
2952

8100
9000

Bj-3

5940

712.8

6652.8

3247.2

9900

Bj-4

6750

810

7560

3600

11250

*the discount given to the dealer is 40% on MRP and 5% extra for bulk orders.

FOLLOW UP:
Our marketing team will be conducting surveys every quarter to find out the popularity
of the brand and get feed back about the products performance, according to which
further planning will be done by the marketing team.
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SWOT ANALYSIS
STRENGTHS:

It stands according to the tradition.

Experienced artisans.

Fabric innovations.

WEAKNESS:

Geographical coverage.

OPPORTUNITIES:

Cultural shift from modernization to hanfu culture.

Less manufacturers catering to the same need.

THREATS:

Scope for more competitors coming in future.

CONCLUSION
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BEIJINGER promises to emerge as the top brands in this sector and with our business
proposition we certainly could be market leaders, since we aim at continuous renewal of
our plans, and also that people will accept a premium product like ours.

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