Project Background

Silk is a traditional advantageous industry in China, with a long history and culture, and it is also one of the important commodities in China's foreign trade. According to data from the Ministry of Commerce,2020The export volume of China's cocoon and silk industry in46.3Billion US dollars, year-on-year growth20.1%. Among them, the export value of real silk goods is30.6Billion US dollars, year-on-year growth22.7%。

Britain is one of the largest silk consumers in Europe and an important export destination for Chinese silk products.2020China's exports of silk goods to the UK in1.9US $billion, accounting for China's total exports of silk goods6.2%, in fourth place. The demand for Chinese silk products in the British market is mainly concentrated in high-end clothing, home textiles, gifts and other fields, with high added value and profit margins.

Shangpu Consulting Company is a professional market entry consulting company with rich industry experience and professional team.2023Year5In January, Shangpu Consulting was commissioned by a well-known silk brand enterprise (hereinafter referred to as the client) to provide market entry consulting services to enter the UK market.

Customer pain points

The customer is a silk enterprise with independent brand and independent intellectual property rights, mainly producing high-grade silk clothing, home textiles, gifts and other products, has achieved a good reputation and sales performance in the domestic market. Customers hope to take advantage of the "Belt and Road Initiative" initiative and the opportunity of Sino-British trade cooperation to open up the British market, enhance brand awareness and influence, and increase overseas income.

The main pain points faced by customers are:

The British market lacks in-depth understanding of the consumer demand, consumption habits and consumption preferences of Chinese silk products, and it is difficult to formulate effective market entry strategies;

The British market is highly competitive. In addition to competitors from traditional silk-producing countries such as Europe, Japan, and India, there are also low-cost competitors from emerging markets such as Vietnam and Thailand;

The British market has certain concerns and prejudices about the quality, safety, environmental protection and other aspects of Chinese silk products, and it is necessary to improve customer trust and recognition through effective brand promotion and marketing activities;

The laws and regulations of the British market are complex, involving tariffs, standards, certification, intellectual property rights and other aspects. Professional legal advice and services are needed to avoid risks and obstacles.

Project Purpose

The purpose of this project is to provide customers with comprehensive, professional and feasible market entry consulting services, to help customers formulate reasonable market entry objectives, strategies and plans, to select appropriate market entry models and partners, to solve the problems and challenges that may be encountered in the process of market entry, and to achieve smooth, efficient and sustainable market entry.

Research object

The research objects of this project mainly include the following categories:

Potential consumers in the UK market, including individual consumers and corporate consumers, understand their needs, preferences, purchasing behaviors, purchasing channels, purchasing motives, and purchasing obstacles for Chinese silk products through questionnaires, interviews, and observations;

Competitors in the UK market, including domestic and foreign silk brand enterprises and other textile brand enterprises, understand their product characteristics, price strategy, channel strategy, promotion strategy, brand image, market share and other aspects through desktop research, mysterious customers, industry reports and other ways;

Potential partners in the UK market, including distributors, agents, retailers, e-commerce platforms, designers, fashion media, etc., through telephone, email, meetings, etc., to understand their willingness to cooperate, cooperation conditions, cooperation models, cooperation Benefits and other aspects of the situation;

Relevant stakeholders in the British market, including government agencies, industry associations, professional institutions, third-party service agencies, etc., through data collection, expert consultation, etc., understand their attitude, influence, and support for Chinese silk products entering the British market. And other aspects.

Project Content

The main contents of this project include the following aspects:

Market analysis: analyze the macro environment of the UK market (political, economic, social, technical and other factors), industry environment (market size, market structure, market trends and other factors), consumer analysis (consumer demand, consumer preferences, consumer behavior and other factors), competitor analysis (competitive advantage, competitive disadvantage, competitive strategy and other factors), market opportunities and threats analysis (SWOTanalysis);

Target setting: according to the results of market analysis and the customer's own situation, set the customer's target to enter the UK market, including the target market (geographical division), target customers (segmentation), target products (product positioning), target time (entry stage), etc;

Strategy formulation: according to the target setting results and customer resource conditions, formulate the strategies for customers to enter the UK market, including market entry mode (direct export, indirect export or joint venture cooperation, etc.), channel strategy (online and offline combination or single channel), price strategy (high-end pricing or mid-range pricing), promotion strategy (advertising or word-of-mouth marketing), brand strategy (differentiation or homogenization), etc;

Plan implementation: according to the results of strategy development and customer execution ability, develop the customer's plan to enter the UK market, including action plan (specific task allocation and timing), budget plan (cost-benefit analysis and risk assessment), monitoring plan (target evaluation and feedback mechanism), etc;

Partner selection: according to the implementation results of the plan and customer cooperation needs, select appropriate partners, including distributors, agents, retailers, e-commerce platforms, designers, fashion media, etc., for cooperation intention communication, cooperation agreement signing, cooperation resource integration and other work;

Risk management: according to the results of partner selection and customer risk tolerance, identify and analyze the risks that may affect customers' entry into the UK market, including policy risk, market risk, competition risk, legal risk, intellectual property risk, etc., and formulate corresponding risk response measures, including risk avoidance, risk transfer, risk mitigation, risk taking, etc.

Project Value

This project provides customers with comprehensive, professional and feasible market entry consulting services, with the following values:

Provide customers with an in-depth understanding of the UK market, help customers grasp market needs and trends, and develop effective market entry strategies;

Provide customers with suggestions to optimize product structure and improve product quality, and help customers improve product competitiveness and brand influence;

Provide customers with a way to find the right partner, help customers save time and cost, expand market coverage;

It provides customers with ways to avoid and respond to market entry risks, helping them protect their own interests and achieve sustainable development.