Project FYPA
Presentation to the President & VCC
Jun 9, 2011
Table Of Contents
Executive Summary 3
Industry Overview 5
Competitor Analysis 9
FYPA Value Chain & SWOT Analysis 22
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Executive Summary
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Executive Summary
IT and Internet technology make online business a trend, and advanced logistic system makes e-business more prevailing
Increasing customer demand on safe, fresh & quality fruit & vegetables, they are willing to pay more for better products and services
There are several online fruits and vegetables business in BJ, SH, SZ etc, and some of them got venture capital
FYPA has advantage on traditional distribution of vege and fruits, and has mature B2B experience.
Using the current resources and build a B2C logistic system can make FYPA win the online fruit market
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Industry Overview
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Industry Summary
Fruit and Vegetables business is very big market But online fruit and vegetables market is a niche market.
Fruits and Vegetables are not standard products, the industry automation level is low
There are few players in online business, in small scale
Beijing imported fruit market size is around billion RMB, 50% of total fruit market
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5 Forces Model
New entrant
Suppliers
Industry
competitors
Buyers
Substitutes
Blue Ocean Strategy- Online vs Traditional retail
Brand image
Customer Education& information
Freshness
High
Low
Delivery
Communication/ Customer service
Price of same product
Value Curve
Easy to buy
Competitor Analysis
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Main Competitors
Tier 1 Competitors
Tier 2 Competitors
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Tier 1:
Have business in Beijing and operated for several years
Tier 2:
Not in Beijing and business scale is not big
Company Profile: 易果网
Yiguo is the market leader of online fruit selling business. It also has independent website to sell vegetables and cakes. It is the only one have English site to serve expats market. And It is the only one to operate in different cities.
Operation Highlights
Have 3 independent website to sell fruit, vegetables and cakes
Only one has english version to serve expats clents
Only one operate in SH, BJ, NJ and Zhejiang
The most successful online shop for fruit
Marketing Strategy
Expand to more cities
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Headquarters: Shanghai
Employees:
Founded: 2005
2009 Revenue: RMB
2010 Revenue:
2011E Revenue:
Imported Fruit
Group Buy
Gift Card
Fruit wine
Financial Information(1):
Products and Services
Yiguo Website
English Version
Subsidiary vegetables selling website
Subsidiary cakes selling website
Company Profile: 百森水果
Bufsun got an US agency to use bufsun as its brand.
Operation Highlights:
Strong corporate clients base
Marketing Strategy
Using nutrition composition concept
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(1) Financial data as of January 29, 2010.
Headquarters: Guangzhou
Employees:
Founded: 2008
2009 Revenue: RMB 8M
2010 Revenue:
2011E Revenue:
Nutritional basket
Bufsun Fruit
Financial Information(1):
Products and Services
Website
Company Profile: 百果园
BGY is similar to FYPA, which also start from traditional fruit selling, own 100+ retail store is their unique advantage.
Operation Highlights:
Have more than 100 retail stores
Have 32 fruit base
100% satisfactory guarantee
Marketing Strategy
Retail store + Online
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(1) Financial data as of January 29, 2010.
Headquarters: Shenzhen
Employees:
Founded: 2002
2009 Revenue: RMB
2010 Revenue:
2011E Revenue:
Imported Fruit
Group Buy
Gift Basket
BGY
Financial Information(1):
Products & Services
Website
Company Profile: 电果网
Ecfruit created by some MBA graduates and get fund from angel investor and traditional business expert.
Operation Highlights
Based in Xinfadi
Over 10000 registered individual clients
Over 500 orders per day
Over 400 corporate clients
Professional staff
hot area 50 RMB no delivery fee
Marketing Strategy
Online ….
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(1) Financial data as of January 29, 2010.
Headquarters: Beijing
Employees:
Founded:
2009 Revenue: RMB
2010 Revenue:
2011E Revenue:
Imported Fruit
Group Buy
Gift Card
Red wine
Nuts
Special promotion
Ecfruit
Financial Information(1):
Products and Services:
Website
Value Chain of FYPA
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企业基础设施
人力资源管理
技术开发
进货材料搬运
运货检查
部件检查和交货
部件装配
总装
调节和检测
设备作业
订单处理
装运
广告
促销
销售队伍
服务信誉
备用件系统
利润
利润
内部后勤 生产经营 外部后勤 市场和营销 服务
原材料其他部件
能源物资供应
计算机服务
运输服务
中介机构服务
物资供应
出差和津贴
备用件出差和津贴
采购
自动化系统的设计
元件设计 机器设计
总装线设计检测程序
能源管理
运输服务
信息系统开发
市场研究
销售支持和技术文献
服务手册和程序
招聘
培训
招聘
招聘
Value Chain of online fruit selling
全国规模
人力资源管理
技术开发
后向整合至
瓶装工序
高速瓶装
生产
大批量运输
至超级市场
货仓
全国广告
规模经济
由于规模和
目标销售队
伍的利用率
利润
利润
内部后勤 生产经营 外部后勤 市场和营销 服务
葡萄购买
规模
采购
混合技术
企业基础建设
Factors of Cost leadership in Value Chain
全国规模
人力资源管理
技术开发
最好的食品
外观
广告题目
广告费支出
率
附加的经纪
人服务
利润
利润
内部后勤 生产经营 外部后勤 市场和营销 服务
采购
精美的菜单汁料技术
高质量配料高质量包装
企业基础建设
Factors of Differentiation in Value Chain
SWOT Analysis of FYPA
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SWOT Analysis of FYPA
Strength
Cold storage for 95% imported fruit
Strong capital support
Weakness
No B2C business experience
Lack of talented staff
No B2C logistic system
Opportunity
Increasing demand of Beijing citizen
Almost blanket market
Threat
Several competitors
Traditional supermarket
Consumer behavior
Recommended Marketing Tactics
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Marketing Tactics
Save money strategy
Cooperate with group buy website to offer coupon to get registered customer
Weibo, Twitter, Renren, BBS etc. social marketing
SEO, EDM
Spent money strategy
Uniform for delivery staff, put Ads on vehicles
Put Ads on search engine like
Put Ads on Beijing TV
Beijing Map
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