Responsibility:
Group leader: Kitty Chen
Design and print: Amanda Zhang
Decision making: Isabel Wu
Checking: Emily Zhang
Introduction
Emily Zhang
Market strategy
Isabel Wu
S.W.O.T analysis
Amanda Zhang
Conclusion & Recommendation
Kitty Chen
Introduction
By the end
of 20th, computer had been popularly used all over the world.
Internet makes more and more close, and the world become smaller. As a result,
E-commerce which means doing business on Internet brings a large number of
business opportunities. The net flower is one of the earliest products.
Nowadays,
plenty of flower shops build a house on Internet for their businesses. So does
Yu Hong net flower. On Dec13, 1997,
The run of
the YU Hong net flower is similar to other net flower shops. It opens 24 hours
a day so that it could serve for consumers at any time. As soon as a buyer books
flowers on net, the message will be sent to the flower shop immediately, then
client will get the flowers on time. The Yu Hong net flower is not only a
window for customers to order flowers, but also a media for them to buy some
relative things. For example, from its front page, you can see various goods
such as cosmetics, which you can buy for your girlfriend; Hallmark Card, when
order a bunch of flowers, you can buy a card with it and write some honeyed
words on it; and SHANTILEY Pastry, a kind of delicious cake you can send to
your friends, relatives and lovers. All of the purchased actions are done on
are done on Internet, on Yu Hong net flower’s website. It’s quite convenient
for clients to choose their satisfied products.
Through
its correct SWOT analysis (Strength, Weakness,
From: Emily Zhang
Market Strategy
1.
The Promotion By Web Address
Yu Hong net flower’s address can be found
by any search engines either Chinese or English, such as Yahoo,
Ÿ
In the local market,
the Yu Hong net flower takes advantage of a good many of visitors in
Ÿ
In the countrywide
market, it adopts the hail-fellow link (
Ÿ
In the global market,
the Yu Hong net flower has made business relationships with many famous global
flowers and present websites, like “International flower show”, “Hallmark
connections”.
2.
Distribution Time
Yu Hong
net flower can tightly hold the distribution time to sale gifs and flowers on
Valentine’s Day, Spring Festival or Mother’s Day by following ways:
Ÿ
Information on the
web page
Ÿ
Product promotion
and service quality
Ÿ
Catching around
business opportunities
Ÿ
Using business manipulative
techniques (such as give a present, VIP services, etc), and connecting with
the advertising web page.
3.
Product Line
At the
beginning of the Yu Hong net flowers, it only has single product and single
trademark. Years later, Yu Hong net flower wants to develop its business;
consequently, it adds more products to its business. Nowadays, “Yu Hong Liang
Pin” which sells connected goods to flowers (chocolate, card) appears.
4.
Price Strategy
The
flowers’ price of the Yu Hong net flower is middle and high grade. Yu Hong net
flower tries to do its best on resources, packages and services in order to let
consumer satisfied.
5.
Be Trusted
Because
most of Chinese don’t like paying on Internet, the Yu Hong net flower adopts
the system that is customer can pay for goods after receiving.
6.
Sales Techniques
Ÿ
Flower varieties:
importing all flowers from
Ÿ
Resources of the
package: buying materials of the package from
Ÿ
After-services /
answer the questions.
a). Thankful telephone / e-mail.
b). Survey for consumers to get the first hand information about
their needs.
c).
Multi-promotion strategies: for instance, at a seasonal sale,
particular service for old clients.
d). Having a column called FAQ — For Answer
Questions — on the net, and constantly answer to questions, which consumers
interest most.
From: Isabel Wu
S.W.O.T Analysis
Yu Hong
net flower has been developing quickly since the early of 1998. In the present
highly commercialized age, it is not easy for a website to be very successful
because there has got lots of alike websites arise continuously. Therefore, it
is necessary to analyze. Yu Hong net flower on S.W.O.T (Strength, Weakness,
1.
Strength
Yu Hong
net flower is a young website which is just about 4 years old. Compared to
competitors, it comes to the front because of wonderful front page and suitable
market strategy. Building up a finer reputation is the aim of Yu Hong net flower.
Therefore, in its website, it not just only provides different kinds of
flowers, but also has some exquisite gifts, similar with flowers for customers
to choose, such as cards, perfume, chocolate, cake, and so on. Moreover, Yu
Hong net flower has good relationships with a lot of other websites or
manufacturers. It is seen that it cooperates with
2.
Weakness
Although
net flower provides good service and packaging, it is much more expensive than
flowers we buy in the shop because of the cost and advertising expenditure.
Also, it adds the transport costs. The price for Yu Hong flowers is about 30%
higher. That is the reason why it may just suit for the white-collared people.
Consequently, people who earn less, like students, wouldn’t choose it. Another
drawback of Yu Hong net flower website is that it hasn’t English Version, but
actually a lot of shops on the net have got. Since the target market is not
just Chinese, many foreigners in
3.
Opportunities
With the
external element, the cost of opening a flower shop on the net is much more cheaper. It needn’t many human labors, less rent, no
fitment expenditure and it can distribute widely. It is a chance for Yu Hong
net flower to develop its business. It can rent more spaces and do business
bigger and bigger.
4.
Threats
Despite
population of China’s Internet users have raised rapidly these years, till now
it has about 400 million people (related to the information from e21times),
compared to the Chinese population, it is less. Now take a clear look at the
following information: In mainland of
In conclusion, Yu Hong net flower
must try hard to make better improvement on and on, it could be sure that it
will lead the net flower market and the dream for it that builds up a deep-set
brand image in the client’s heart will come true.
From: Amanda Zhang
Conclusion & Recommendation
Nowadays technology developed quickly. Computer and Internet have made people’s life become more and more convenient and colorful. Yu Hong net flower is one of the shops that do business on Internet. The flower shop has got so many strengths and opportunities; on the other hand, it is necessary for it to improve its business on Internet.
Firstly, more advertising is recommended.
Though the Yu Hong net flower has been lived on Internet for years, yet it is
not as famous as Garden, which is a foreign flower website. The major purpose
of advertising is to build up its brand. It is successful if most people in the
world know about its product, service and brand. For example, the Yu Hong net
flower can advertise on some famous website, such as Yahoo, Sina, or through
some promotion tools.
Secondly, service quality needs to be
improved. Because more and more flower shops appear on the Internet,
competition becomes stronger than before. Product quality is important. Service
quality is important, too. The service quality of Yu Hong net flower should be
better than any others so that it can get more back customers.
Thirdly, it is suggested that the Yu Hong
net flower can plant flowers by it. It is known that Yu Hong net flower uses
flowers, which import from
Fourthly, it is recommended that the price
of flowers can be rejected. As we all know, the prices of flowers on shops are
cheaper than that on Internet. For some customers, they cannot afford for it;
consequently, the flower shop will lose a large number of clients. Yu Hong net
flower can either decline flowers’ price or give some gifts freely.
Fifthly, English vision of Yu Hong net
flower is suggested. Foreigners are more romantic than Chinese, so Yu Hong net
flower can build up an English vision for doing business with foreigners. It is
known that there are many foreigners living in
Finally, service area can be expanded. It
is known that Internet business is global business. The Yu Hong net flower has
do business among many domestic cities, but it is not enough. It has corporate
with some foreign market. Maybe foreign market has more potential than domestic
market.
In conclusion, there are just
some suggestions for Yu Hong net flower. It is hoped that the Yu Hong net
flower could operate well in new years.
Reference
1. <Hu
Lian Wang Shang Wu Ying
Yong>
《互联网上商务应用》
Editor: Sun Qiang 主编：孙强
Publisher: 对外经济贸易出版社
2. <Scene Cases of
E-Business>
《电子商务情景案例》
Editor: Zhou Shu
Qing 主编：周树清
Publisher: 中国国际广播出版社
3. Information from: http://www.netflower.com.cn
4. Information on the net of
e21times
From: Kitty Chen