商科与经济EPQ课题:如何创办一个服装公司,进军女孩子喜爱的JK市场?

How do I make a business plan for Paisley——My JK Uniform Company

我是如何为我的JK服装公司Paisley撰写商业计划书的

研究概述

JK是日语中高中女生的缩写。有数据表明,JK制服的销售额近年来呈现上升趋势。因此,如何在这样的小众文化市场中占据一席之地是值得被探讨的。研究通过广泛的信息了解JK市场,用问卷法调研目标消费者群体与消费偏好,最终设计出Paisley公司第一款JK布料花纹“富士Fuji”,并确定了全额付款与定金-尾款两种付款形式以适应需求。

作者Author:段珮楠 Peinan Duan

Introduction

What is JK though? It is short for the Japanese word“Joshi Kousei”( じょしこうせい) which means senior high school girls. Therefore,JK Uniform indicates the school uniform of senior high school girls in Japan. According to Taobao's public data (Erech, 2020), the number of JK uniforms in 2019 increased by 3.5 times compared with the same period last year. During the 2020 Spring Festival, the cumulative sales of JK uniforms exceeded 500 million yuan. Thus,it is really worth investigating for our company,Paisley, to gain the position in the JK uniform economy which was generated from such a niche culture. Therefore my topic is how to develop the company, Paisley, in the JK uniform market?

Methodology

(a)Secondary research
I decided to do the secondary research for the reason that to obtain as more existing significant information as possible to help us have a general idea on the JK uniform industry,and then develop our brand,Paisley,better.

Information was gathered to understand the basic details of the market such as the conception of copyright of plaid,the most competitive brands in the JK clothes industry and etc through both the public dissertations and the Weibo.

There are limitations on the secondary research because most information in deep depth was from a social application, Weibo, which means the source of the information is relatively more subjective. To solve this problem, more information was found through various ways to obtain a more objective conclusion.

(b)Primary research
Through the primary research, data was collected through questionnaire designed to obtain each specific piece of information such as the target consumer group,consumer preferences,the cultural backgrounds of consumers,main platforms to consumer JK uniform and etc. Observation was implemented to investigate consumers’ wants that Paisley should meet and how consumers would behave in certain circumstances.

To be more specific on the steps, Information was reviewed first to understand the market through secondary research as I mentioned above. Second, I designed 13 questions that Paisley should explore based on the information I have gained. Third, I modified the whole questionnaire to be more intention-oriented. Next, the final version of the questionnaire was hand out online to be filled in fully to get the ideas from our potential consumers.

There are 123 participants in total. Participants are mainly students from middle school to university,only 16% of them go to work or are searching for their positions.

Get Information for My Product Design

After my primary and secondary research,I arranged all the information we needed including our target consumer group,style of design,details to be improved and so on.

Finally, we designed one our own plaid as our first piece of work named Fuji which is represents the youth and Japanese traditional culture.

Paisley choose this design because we find that our potential consumers prefer the Japanese style design(77%) with darker color more.

Also, due to consumers’ low frequency of wearing JK clothes, its Price Elasticity of Demand tends to be more elastic. That is to say, though our price decreases, the quantity consumers buy will increase considerably to exceed the loss from lowering its price, which means we should apply a low price strategy to earn more revenue.

Moreover, as our consumers are mainly students(84%), Paisley should consider their buying ability as well. Setting a relatively low price would definitely help us to be more competitive.

One thing interesting is that, not only the price, design,quality of the products important, but also the copyright. You may wonder, how a plaid would have its copyright? But in the JK culture group, they think every plaid (and design) has its own copyright, only the original designer can grant a brand the permission to produce.

Through both our primary and secondary research, we found that our consumers treated it as a very important factor when choosing the products. This remind us to do the original design instead of pirating.

Conclusion

In conclusion, the large JK uniform market in China stems from the niche JK uniform culture from Japan. So when Paisley choose to do the Japanese style designed products which are designed by our Japanese designer team and produced in Chinese factories with high quality and low price, Paisley actually hold the core competitiveness to compete as it is what our potential consumers really want.

I created the business plan to better help us enter the market with affluent information analyzed and our clear and feasible business models (the models of design, production, selling and advertising).

For the model of design, Paisley choose to recruit Japanese university students who are majored in arts as our designers because they know the culture in a deep depth and payment for them are relatively lower.Then, the Japanese designers will negotiate with our department of design to confirm the final version of our design. And the model of production is about how the production is achieved in a detailed way(creating samples and mass production in China).

Paisley apply two selling ways, one is pay with full payment, the other is pay the deposit fist then give the final payment after months, which covers different buying habits of consumers and can attract more potential customers to consume with the delayed payment system.

Also, for the model of advertising, Paisley concentrate on the platform Weibo to attract the greatest demand as it is the biggest information platform in the JK clothes industry.

With the detailed business plan, Paisley can develop faster and better with no doubt.

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