Object: ROXANE wants to convey a positive message about using products that say no to the use of animal leather, encouraging people to use recycled artificial leather to protect animal
Executive Summary
The global footwear industry significantly impacts environmental pollution and animal welfare, primarily due to the resource-intensive nature of animal leather production, which generates harmful waste Additionally, conventional leather alternatives often fall short in terms of durability and aesthetics, highlighting the need for more sustainable and ethical options in footwear.
Solution Roxane provides an eco-friendly footwear option by utilizing a blend of recycled mixed leather and synthetic materials Our shoes are crafted for durability, style, and comfort, significantly reducing environmental impact and completely avoiding the use of animal leather.
Management Team: Our team is passionate about selling and spreading fashionable and sustainable shoes that create a positive impact on the environment.
Conclusion: Our unique product offering, commitment to ethical sourcing and sustainability, and experienced team can position us as a leader in this rapidly growing industry.
ROXANE operates on a reselling business model, sourcing high-quality leather shoes from trusted manufacturers, liquidators, and retailers By streamlining the purchasing process, we simplify the experience for everyday consumers, making it easier for them to find and buy quality products.
“Be the top-of-mind leather footwear brand for all situations of our customers.”
ROXANE was born with the mission of being "THE GREAT
COMPANION" of customers, so the brand always puts all its heart into constantly making efforts to launch many product lines that meet a variety of needs.
ROXANE promotes a positive message by advocating for the use of recycled artificial leather instead of animal leather, emphasizing the importance of protecting animal rights This initiative encourages individuals to recognize that even small actions can have a significant impact.
1.7 Founder(s) and Key Management Team:
Pham Khanh Ngan, the founder, plays a pivotal role in strategic leadership by crafting the brand's image and fostering relationships with key partners Additionally, she is tasked with identifying and assembling teams that can effectively translate the vision into actionable work.
Sales Manager: Nguyen Thi Tu Trinh, responsible for strengthening relationships with customers to optimize sales and increase brand awareness.
Marketing Manager: Nguyen Vo Lan Vy, takes on the tasks of managing both online and offline marketing strategies and implementing all marketing activities such as advertising campaigns, promotions, etc.
Accounting Manager: Ngo Thanh Van, in charge of managing the business's financial resources, including budget, cash flow and long-term financial planning.
Luong Thi Xuan Ngoc, a skilled Supply Chain Manager, plays a crucial role in overseeing the seamless import and production of leather shoes She effectively manages supplier relationships and closely monitors the supply chain to guarantee quality and reliability throughout the process.
1.8 Brief description of products or services
Roxane offers a diverse range of imported leather shoe models, with prices between 400,000 VND and 1,000,000 VND Whether you're looking for a classic or trendy style, Roxane's leather shoes are sure to impress with their unique designs.
DESIGN: Roxane leather shoes have a foot-hugging design that does not cause foot pain, has diverse designs, and perfectly hugs the foot for absolute comfort.
Roxane leather shoes feature luxurious designs and high-quality smooth materials, making them easy to coordinate with various outfits Perfect for both young individuals and office workers, these shoes are versatile enough for different environments and occasions At Roxane, we prioritize craftsmanship, ensuring that every stitch is neat, free of excess threads, and built to last.
MATERIAL: 100% premium synthetic leather, soft to use The leather is meticulously processed, and no skin peeling occurs.
Roxane, a two-member limited liability company established in 2023, specializes in retailing high-quality synthetic leather shoes aimed at customers aged 18 to 30 seeking affordable options Operating through its website and physical stores in Ho Chi Minh City, the company is comprised of five members, each with distinct roles and varying capital contributions Roxane also offers discount programs during major holidays, enhancing its appeal to budget-conscious consumers.
As the year comes to a close, our store is excited to offer significant discounts on leather shoes, perfect for the upcoming Tet holidays Customers can take advantage of these deals both online and in-store Additionally, we engage our followers on Instagram by hosting mini games, where lucky winners can receive free shoes and other participants can win discount coupons.
Roxane fosters a culture of honesty, creativity, and harmony, enabling its five-member team to collaborate effectively Despite its small size, the team successfully manages all aspects of the business without the need for additional hires.
Roxane is a limited liability company consisting of five members, each holding distinct roles, as stipulated in Clause 1, Article 46 of the Enterprise Law 2020 The company's assets are separate from those of its members, ensuring limited liability While limited liability companies cannot issue shares, they are permitted to issue bonds to raise capital in compliance with legal regulations.
According to the 2015 Penal Code (amended and supplemented 2017), the penalty frames for commercial legal entities are as follows:
Article 192 outlines the penalties for trading in counterfeit goods, imposing fines ranging from 1 billion VND to 3 billion VND or imprisonment for 1 to 5 years under frame 1 The most severe punishment includes a fine of up to 9 billion VND and a permanent ban on commercial activities.
Tax evasion involving amounts between 200,000,000 VND and 300,000,000 VND, or between 100,000,000 VND and 200,000,000 VND after prior administrative sanctions, incurs fines ranging from 300,000,000 VND to 1,000,000,000 VND, as stated in Clause 5, Article 200 Additionally, under Clause 1, Article 84, if a company member voluntarily compensates for damages, this may lead to a reduction in criminal liability.
According to Article 203, crime of illegally printing, issuing, trading invoices and state budget remittance documents: Fine from 100,000,000 VND to
1,000,000,000 VND or permanent suspension of commercial activities.
Under Article 219, the misuse of insider information for trading securities is prohibited Additionally, Article 74 of the Enterprise Law 2020 states that two-member limited liability companies cannot issue shares, preventing them from being listed on the stock exchange for capital raising Violators may face fines ranging from 1,000,000,000 VND to 10,000,000,000 VND, and businesses could also face operational bans.
Business Model
ROXANE operates on a reselling business model, sourcing high-quality leather shoes from trusted manufacturers, liquidators, and retailers This approach simplifies the shopping experience for everyday consumers, allowing them to easily find and purchase premium products.
Vision Statement
“Be the top-of-mind leather footwear brand for all situations of our customers.”
Mission Statement
ROXANE was born with the mission of being "THE GREAT
COMPANION" of customers, so the brand always puts all its heart into constantly making efforts to launch many product lines that meet a variety of needs.
Object
ROXANE promotes a positive message advocating for the use of recycled artificial leather instead of animal leather, encouraging individuals to make ethical choices that protect animal rights By highlighting that small actions can lead to significant change, ROXANE inspires a shift towards more sustainable and compassionate fashion practices.
Founder(s) and Key Management Team
Pham Khanh Ngan, the founder, plays a pivotal role in strategic leadership by shaping the brand image and fostering key partnerships Additionally, Ngan is responsible for identifying and assembling teams that can effectively translate the vision into actionable results.
Sales Manager: Nguyen Thi Tu Trinh, responsible for strengthening relationships with customers to optimize sales and increase brand awareness.
Marketing Manager: Nguyen Vo Lan Vy, takes on the tasks of managing both online and offline marketing strategies and implementing all marketing activities such as advertising campaigns, promotions, etc.
Accounting Manager: Ngo Thanh Van, in charge of managing the business's financial resources, including budget, cash flow and long-term financial planning.
Supply Chain Manager Luong Thi Xuan Ngoc oversees the seamless import and production processes of leather shoes She effectively manages supplier relationships and monitors the supply chain to ensure consistent quality and reliability.
1.8 Brief description of products or services
Roxane offers a stunning range of imported leather shoe models, with prices between 400,000 VND and 1,000,000 VND Whether you're seeking elegance or casual flair, you'll find a style that perfectly suits your taste in Roxane's collection of leather shoes.
DESIGN: Roxane leather shoes have a foot-hugging design that does not cause foot pain, has diverse designs, and perfectly hugs the foot for absolute comfort.
Roxane leather shoes feature luxurious designs and high-quality smooth materials, making them easy to coordinate with various outfits Ideal for both young individuals and office workers, these shoes are versatile for multiple environments and occasions At Roxane, we prioritize craftsmanship, ensuring that each shoe is meticulously stitched with no excess threads, providing durability and elegance.
MATERIAL: 100% premium synthetic leather, soft to use The leather is meticulously processed, and no skin peeling occurs.
Roxane, a two-member limited liability company established in 2023, specializes in retailing high-quality synthetic leather shoes aimed at customers aged 18 to 30 seeking affordable options Operating through its website and physical stores in Ho Chi Minh City, the company is comprised of five members, each with distinct roles and capital contributions based on their commitments To attract customers, Roxane offers discount programs during major holidays, including April.
As the year-end approaches, our store is excited to offer significant discounts on leather shoes, perfect for the upcoming Tet holidays Customers can find these deals both online and in-store Additionally, we engage our followers on Instagram by hosting mini games, where lucky winners can receive free shoes, and other participants have the chance to win coupons.
Roxane fosters an environment of honesty, creativity, and harmony, enabling its five-member team to collaborate effectively Despite its small size, the team efficiently manages all aspects of the business, eliminating the need for additional hires.
Roxane is a limited liability company consisting of five members, each holding distinct positions, in accordance with Clause 1, Article 46 of the Enterprise Law 2020 The company's assets are separate from the personal assets of its members, ensuring limited liability protection While limited liability companies cannot issue shares, they are permitted to issue bonds to raise capital in compliance with legal regulations.
According to the 2015 Penal Code (amended and supplemented 2017), the penalty frames for commercial legal entities are as follows:
Article 192 outlines penalties for trading in counterfeit goods, imposing fines ranging from 1 billion VND to 3 billion VND or imprisonment for 1 to 5 years under frame 1 The maximum penalty can reach up to 9 billion VND, along with a permanent suspension of commercial activities.
Under Clause 5, Article 200, tax evasion involving amounts between 200,000,000 VND and 300,000,000 VND, or between 100,000,000 VND and 200,000,000 VND for repeat offenders, incurs fines ranging from 300,000,000 VND to 1,000,000,000 VND Additionally, according to Clause 1, Article 84, if a company member voluntarily compensates for damages, their criminal liability may be mitigated.
According to Article 203, crime of illegally printing, issuing, trading invoices and state budget remittance documents: Fine from 100,000,000 VND to
1,000,000,000 VND or permanent suspension of commercial activities.
According to Article 219, using insider information for trading securities is a serious offense, and under Article 74 of the Enterprise Law 2020, two-member limited liability companies are prohibited from issuing shares, preventing them from being listed on the stock exchange for capital raising Violators may face fines ranging from 1,000,000,000 VND to 10,000,000,000 VND, and businesses could also face a ban.
Roxane targets customers aged 18 to 30, primarily students and office workers seeking stylish leather shoes that reflect their individuality while being suitable for both work and leisure The brand emphasizes affordability and durability, ensuring that customers receive long-lasting footwear Roxane's value proposition centers on "Combining many styles with just one pair of shoes" and providing "Durable shoes for those who want to use them for a long time," highlighting the essential benefits of their leather shoes.
Roxane store mainly retails leather shoes online and in physical stores, so the revenue model is web and direct transactions Here's how to generate revenue from the above model:
After selecting their shoes, customers will see an invoice requiring payment, with two primary payment options available: bank transfer or payment upon delivery The store determines the shipping method, and customers can expect to receive their orders within a few days To effectively manage revenue, businesses can utilize the KiotViet application, which provides insights into the cost of each order and the payment method used This allows stores to track their daily and monthly revenue accurately.
For physical stores, unlike online retail, there is no need for shipping units as customers make purchases directly in-store Transactions are efficiently managed and recorded using the KiotViet application, which provides daily and monthly revenue summaries.
2.5.1 The trend of importing from abroad
In recent years, direct procurement from Guangzhou, Thailand has gained popularity in the business community due to its rich and diverse supply that caters to consumer tastes This approach saves shopping time and energy by providing easy access to affordable goods China stands out as a leading and diversified supply market, recognized as one of the world's largest trade centers E-commerce platforms like Taobao, Alibaba, 1688, AliExpress, Amazon, and eBay are thriving, offering a wide range of products from fashion and furniture to electronics Consequently, various commercial methods of importing goods from abroad have become increasingly popular.
Business Overview
Roxane, a two-member limited liability company established in 2023, focuses on retailing affordable, high-quality synthetic leather shoes for customers aged 18 to 30 Operating through its website and physical stores in Ho Chi Minh City, the company is comprised of five members, each with distinct roles, contributing capital based on their individual commitments Roxane also offers discount programs during major holidays, such as April, to attract more customers.
As the year comes to a close, our store is excited to offer significant discounts on leather shoes, perfect for the upcoming Tet holidays Customers can find these great deals both online and in-store Additionally, we engage our community through mini games on our Instagram account, where participants can win shoes and receive coupons, enhancing the shopping experience and attracting more followers.
Roxane fosters a culture of honesty, creativity, and harmony, enabling its five-member team to collaborate effectively Despite its small size, the team efficiently manages all aspects of the business without the need for additional hires.
Legal/Business Structure
Roxane is a limited liability company comprised of five members, each holding distinct positions as outlined in Clause 1, Article 46 of the Enterprise Law 2020 The company's assets are separate from those of its members, ensuring limited liability protection While limited liability companies cannot issue shares, they are permitted to issue bonds to raise capital in compliance with legal regulations.
According to the 2015 Penal Code (amended and supplemented 2017), the penalty frames for commercial legal entities are as follows:
Article 192 outlines penalties for trading in counterfeit goods, imposing fines ranging from 1 billion VND to 3 billion VND or imprisonment for 1 to 5 years under frame 1 The maximum penalty can reach up to 9 billion VND, along with a permanent suspension of commercial activities.
Tax evasion involving amounts between 200,000,000 VND and 300,000,000 VND, or from 100,000,000 VND to under 200,000,000 VND after prior administrative sanctions, can result in fines ranging from 300,000,000 VND to 1,000,000,000 VND, as stated in Clause 5, Article 200 Furthermore, under Clause 1, Article 84, a company member who voluntarily compensates for damages may see a reduction in criminal liability.
According to Article 203, crime of illegally printing, issuing, trading invoices and state budget remittance documents: Fine from 100,000,000 VND to
1,000,000,000 VND or permanent suspension of commercial activities.
Article 219 addresses the crime of insider trading in securities, while Article 74 of the Enterprise Law 2020 specifies that two-member limited liability companies cannot issue shares, preventing them from being listed on the stock exchange for capital raising Violations can result in fines ranging from 1,000,000,000 VND to 10,000,000,000 VND, and businesses may also face bans.
Value Proposition
Roxane targets customers aged 18 to 30, including students and office workers, seeking stylish leather shoes that reflect their individuality while being suitable for both work and casual outings The brand offers affordable, durable footwear designed to last, embodying the value proposition of "Combining many styles with just one pair of shoes" and providing "Durable shoes for those who want to use them for a long time." Roxane delivers essential values in leather footwear that resonate with its customers.
Revenue model
Roxane store mainly retails leather shoes online and in physical stores, so the revenue model is web and direct transactions Here's how to generate revenue from the above model:
After selecting their desired shoes on the website, customers will receive an invoice for payment, with options for bank transfer or cash on delivery The store determines the shipping method, and customers can expect to receive their orders within a few days To effectively manage revenue, businesses can utilize the KiotViet application, which provides insights into the cost of each order and the payment methods used This enables stores to track daily and monthly revenue accurately.
Physical stores operate similarly to online platforms, but without the need for shipping units since customers make purchases directly on-site Transactions are efficiently managed through the KiotViet application, which records sales and summarizes revenue on a daily and monthly basis.
Market Opportunity
The trend of importing from abroad
In recent years, direct procurement from Guangzhou, Thailand has gained popularity in the business community due to its rich and diverse supply that caters to consumer tastes This method saves shopping time and energy by providing easy access to affordable goods China stands out as a leading supply market, recognized as one of the largest trade centers globally, with booming e-commerce platforms like Taobao, Alibaba, 1688, AliExpress, Amazon, and eBay As a result, a wide range of products, including fashion, furniture, and electronics, are imported from this market, making various commercial import methods increasingly popular.
Customer needs
The increasing demand for stylish yet comfortable footwear across all age groups is driving the global footwear industry As fashion plays an increasingly significant role in everyday life, individuals are becoming more conscious of their personal style Over the past five years, Google has reported an average search volume for footwear products that is 50 times higher, highlighting the growing interest beyond just e-commerce platforms.
Figure 2 – Keyword search results on Google Trends
Customer behavior
In my twenties, I valued versatile footwear that complemented my active lifestyle, making shoes ideal for fun activities and sports essential Yet, for formal occasions like weddings, funerals, and anniversaries, it was important to have a stylish, elegant pair of shoes that remained budget-friendly.
Between the ages of 20 and 30, it's essential to focus on professional development Investing in a quality pair of leather shoes can enhance your mature appearance and improve your communication skills, making them ideal for the workplace.
User shopping trends
In the aftermath of the COVID-19 pandemic, there has been a notable shift towards e-commerce in Vietnam, with the industry experiencing a steady growth rate of 16% from 2020 to 2021 Additionally, the share of e-commerce retail revenue in the total retail sales of consumer goods and services surged by 27% compared to the same period in 2020.
Figure 3- Vietnam B2C e-commerce revenue 2017-2022 (billion USD) (Source: https://subiz.com.vn/blog/thuong-mai-dien-tu-viet-nam.html )
Customers mainly choose to buy products such as clothes, shoes and cosmetics the most
Figure 4: Types of goods and services often purchased online(Source: https://subiz.com.vn/blog/thuong-mai-dien-tu-viet-nam.html )
Factors affecting customer behavior
Customers primarily base their purchasing decisions on price and the perceived quality of the product in relation to the brand's claims Additionally, factors such as design compatibility with personal style, aesthetic appeal, and suitability for various environments play a significant role in their choices.
Enterprises have a significant opportunity to import goods from foreign markets, particularly from China through accessible e-commerce platforms like Alibaba and Taobao These platforms offer a diverse range of low-priced products with satisfactory quality, making them ideal for young customers aged 18 to 30 who have lower incomes Despite being imported, the quality remains assured, utilizing high-durability PU artificial leather Additionally, products should feature modern and diverse designs to cater to various styles and customer needs while effectively conveying relevant cultural information.
E-Commerce website/platform overview
Figure 5 – Home page of Roxane
Figure 6 – About us of Roxane
Figure 7 – Contact page of Roxane
Figure 8 – FAQ page of Roxane
Customer segments
Demographic
Income: Low or middle-income earner
Nghề nghiệp: Sinh viên, nhân viên văn phòng
Geographic
Behavioral
Customers at the age of 20 prefer comfortable shoes, but also need formal shoes for important events.
Customers between 20 and 30 need shoes that are more mature and suitable for work environment
Tend to buy shoes that have affordable prices but high quality, they often pay a lot of attention to the style, color, the comfort of the shoes
Psychographic
People work in a polite environment such as an office, or at important events such as weddings, parties, graduation ceremonies, etc.
Market Analysis
Vietnam market in the second quarter /2023
According to VIRAC's Vietnam footwear market report, the domestic footwear production situation continued to decline in the first few months of
2023 due to the decline in world demand This has a great impact on the production activities in Vietnam Many enterprises have to continue to lay off employees.
In early 2023, Vietnam experienced significant layoffs, with over 8,600 enterprises affected, representing 1% of all businesses Notably, 27.4% of these layoffs occurred in foreign-invested enterprises, while 72.18% involved non-state-owned businesses Additionally, state-owned enterprises accounted for 39% of the layoffs, highlighting the widespread impact across different sectors.
Vietnam's footwear exports reached only $1 billion in the first half of this year, according to a report by VIRAC This figure indicates a decline compared to 2022 and marks the lowest export level for Vietnam's footwear industry in the first two quarters over the past three years.
Figure 9 - Vietnam's footwear export situation in the first 6 months of the year
Challenges faced by the domestic footwear industry
Vietnam is proud to be one of the countries with strong production and export potential, with rich active raw material sources and high localization rate
Figure 10 - Export growth of leather and footwear in various regions (Source: Vietnam Leather, Shoes and Handbag Association)
In recent years, the global economy has been impacted by inflation, leading to a decline in major export markets such as the United States, the European Union, and Japan This has resulted in decreased consumer purchasing power and an oversupply of fashion goods, significantly affecting the order situation within the footwear industry.
Vietnam faces a significant shortage of shoemaking materials, lacking autonomy in sourcing raw materials for its footwear market Annually, China imports approximately 300 million euros worth of raw materials, which drives up production costs for Vietnamese brands and hampers their competitiveness against foreign brands This challenge is exacerbated as China resumes production and exports, offering models and styles at lower prices than domestic options.
Importing domestically produced goods often incurs higher costs compared to foreign products, which may be constrained by limited production scales rather than diversification Additionally, there is a need to compete with products in other markets at competitive prices.
Market trend
According to the latest survey information of the High-Quality
According to the Vietnamese Goods Business Association, consumers increasingly favor diverse shopping channels, including traditional stores and online platforms Currently, a significant number of users show a preference for e-commerce sites like Shopee and Lazada.
In the past, retailers focused on launching multiple online stores to meet customer demands, but a recent trend shows that online businesses are increasingly opening physical locations to draw in more customers.
A recent survey revealed that fluctuations impacting shopping methods and consumption habits are leading to a gradual shift from cash payments to app-based and bank card transactions in direct stores and retail systems This change reflects a growing trend among consumers towards digital payment solutions.
Policy
When importing goods from abroad, the provisions of the documents include:
Foreign trade contract: an agreement (contract) between the buyer and the seller.
Commercial invoice: indicate the characteristics of the goods, price list and total value of the goods.
A packing list is essential for tracking the quantity and arrangement of goods, serving as a crucial document to support insurance claims in the event of loss or damage.
Single piece transportation: it is the confirmation evidence of the next signed transportation combination.
Competitive Environment
None https:// sigourney.vn/ e-commerce platform
Regularly organize sales programs on the website
Apply sale program, launch discount code on shopee
Apply sale program, launch discount code on shopee
USP Using dual sole technology, helps increase height by
5cm without revealing your shape or hurting your feet when moving none 100% imported genuine cowhide
Product Quality Superior Low Average
Competitive advantage
SWOT Analysis
A reasonable price of 400000 to 1 million Vietnamese dong helps attract potential customers
Sales channels range from online platforms to websites, Instagram, ecommerce, and traditional offline stores
Operating on a powerful online platform with a website and fan pages creates opportunities for strong promotions and interactions with customers through online channels.
To enhance the online shopping experience, it is essential to develop a user-friendly interface that is easy to navigate Implementing an efficient search function, along with flexible payment options, will significantly improve customer satisfaction and streamline the purchasing process on the website.
Quick trend updates, tracking market trends, and updating product lines as early as possible to quickly respond to changes in customer preferences and trends.
Relying on foreign suppliers may bring risks of price fluctuations and transportation issues.
The competition from competitors is very fierce, especially with other competitors who use a distributor model and import goods from the same source.
Despite having a website, the online shopping experience may be limited compared to competitors with better shopping websites and application systems.
Expanding supply and developing relationships with various overseas suppliers can ensure diversity and stability of supply.
Strengthen better online customer service, create a positive shopping experience, and enhance customer loyalty.
Expand online marketing strategy: Expand audience through Instagram and Google advertising platform.
Integrate a flexible and convenient payment system to enhance customer convenience.
The fluctuation of supply prices and the cost of shipping back from abroad may affect the price of products.
Customer taste trends are constantly changing and require flexible updates to avoid obsolescence
It will certainly face high competition from competitors using similar models
Detailed description of the products or services you offer
Roxane offers a diverse range of imported leather shoe models for both men and women, ensuring that you can find the perfect style to match your preferences Discover the exceptional quality and fashionable designs of Roxane leather shoes that elevate any outfit.
Roxane leather shoes feature a foot-hugging design that ensures comfort without causing pain, while their diverse styles cater to various tastes Crafted to align with Vietnamese style standards, these shoes create a sleek silhouette and promote steady steps, making them an ideal choice for those seeking both elegance and comfort.
Roxane leather shoes feature luxurious designs crafted from high-quality smooth materials, making them easy to coordinate with various outfits Ideal for young people and office workers, these versatile shoes are suitable for a range of environments and situations The molded shoe soles provide excellent friction, anti-slip properties, and long-lasting grip At Roxane, we prioritize craftsmanship, ensuring every stitch is neat and sturdy, with no excess threads The seamless construction enhances durability, while the absence of exposed stitching on the bottom further increases the longevity of our shoes.
Crafted from 100% premium synthetic leather, this material is soft to the touch and designed for durability Meticulously processed to prevent skin peeling, it features a natural shine that enhances its aesthetic appeal With prolonged use, the leather becomes even softer and more resilient, showcasing Roxane's commitment to cruelty-free practices by rejecting animal skin.
Suppliers and sourcing information
Shoes supplier information
China is renowned for producing affordable yet high-quality products, including household appliances, cosmetics, and footwear The Taobao e-commerce platform is ideal for sourcing leather shoes, featuring stores with silver and gold crown rankings, which indicate top customer reviews Essential factors to consider include transparent pricing, a standard and accurate shoe size chart, significant wholesale discounts, and a commitment to cooperation with consignees, including acceptance of returns for defective items Notably, the men's and women's leather shoe stores on Taobao exemplify these criteria.
Discover a top-rated store specializing in men's leather shoes, boasting a prestigious two silver crowns and a gold medal, with over 2,000 monthly orders This store is recognized as a must-visit destination for quality footwear Wholesale buyers can enjoy exclusive discounts of 20% to 30% by contacting the supplier directly to negotiate prices for a minimum order of 10 pairs.
Discover our women's leather shoe store, featuring a prestigious rating of 4 silver crowns and a score of 70,000, with over 5,000 monthly orders Proudly ranked among the "top 10 most popular Mary Jane shoe stores," we offer exclusive discounts for wholesale buyers To secure a 20% - 30% discount on orders of 10 pairs, simply send a private message to our supplier to negotiate wholesale pricing.
Figure 12 - Men's leather shoe store (left) and women's leather shoe store (right)
Company information transporting goods from China to Vietnam 32 4.3 Pricing strategy
Thuong Do Logistics is a trusted Vietnamese company specializing in a range of services, including customer payment facilitation, goods inspection, and shipping from China to Vietnam Renowned for its reliability, Thuong Do Logistics is widely utilized by numerous businesses seeking efficient logistics solutions and competitive pricing.
Figure 13 - Interface of Thuong Do logistics company from China to Vietnam
Thuong Do Logistics Company offers competitive shipping rates, with a cost of 8,000 VND per kg and an exchange rate of 3,520 VND to 1 yuan The total import fee includes service charges, shipping costs, import taxes, and VAT To optimize shipping expenses, the company operates two large warehouses located in Guangzhou and Dongxìng Each client receives dedicated assistance from a staff member for all transportation inquiries and service usage, ensuring the confidentiality of customer information With a fast delivery timeline of 3-5 days from China to Vietnam, and 2-4 days depending on the destination within Vietnam, Thuong Do Logistics prioritizes efficiency and customer satisfaction.
Figure 14: Price table for international shipping of goods from Taobao to
Vietnam by Thuong Do logistics shipping company
Our business adopts a competitive pricing strategy by analyzing competitors' selling prices We use these prices as a benchmark to strategically adjust our own, ensuring they are lower, equal to, or slightly higher than those of our rivals.
It can be seen that competitors' prices range from about 400,000 VND to
1,000,000 VND, so our products will also be in that price range In addition, we have also adopted other pricing strategies, such as:
Promotional pricing on online sales channels and e-commerce platforms will feature monthly discount programs and gifts during major holidays, while traditional sales channels will offer vouchers and coupons to customers Prices will be reduced to a minimum of 2,800,000 VND, a strategy designed to stimulate customer purchases, enhance brand loyalty, and boost overall sales.
Psychological pricing is a strategy that leverages customer emotions by setting prices at odd numbers, such as 499,000 VND instead of 500,000 VND This approach creates the perception of lower prices in the minds of consumers, making them feel as though they are securing a better deal.
Branding and Positioning
Brand identity
Main colors: Moss green, black
Dark green moss is a classic color, but it also evokes a youthful and equally subtle feeling Black is elegant, but also a highlight of personality.
The color system is carefully selected and unified by the Roxanne team to match Roxanne's customers.
The chosen colors perfectly reflect Roxanne's dynamic presence in the fashion industry, embodying elegance and exquisite quality while maintaining a youthful vibrancy and energy.
The logo is the stylized letter R This logo adopts a strong curvature to express Roxanne's pursuit of ancient concepts to the fullest extent possible
Slogan: Every Step of Life
Roxanne chose this slogan because it succinctly expresses the effort to achieve its mission by creating multiple product lines that meet customer needs.
Material: Corrugated cardboard box hard paper ->Load capacity during transportation, limiting risks during transportation
Appearance design: 20x15x5 (cm) box shaped, with a handle for easy movement of the product, while also evoking a luxurious and classic feeling.
Roxanne's logo and a brief description of the product will be printed on the sticker (as shown in the picture)
Interior: The candle lining (?) is the second protective layer of Roxanne shoes, which helps to protect the quality of the shoes, prevent scratches and dirt.
Figure 15 – Roxane’s Packaging Demo (Source: Pinterest)
Positioning
Our product positioning is a brand that says "no" to animal skin, which is waterproof and highly durable.
Male and female customers are between 18 and 30 years old, with middle income, caring about the environment and hoping to have high-quality and fashionable leather shoes.
This product, crafted from high-quality composite materials, offers a perfect blend of modern style and individuality at a reasonable price, making it ideal for both business and leisure To effectively engage with young audiences, we prioritize online media channels and utilize environmentally friendly imagery and information.
Marketing Objectives
As this is a major new brand, the objective of this marketing campaign is to increase brand awareness among customers and promote sales
Marketing and advertising strategies
Marketing Mix 4P
The brand utilizes premium, durable, waterproof, and non-slip synthetic leather to ensure high-quality footwear With a variety of designs available, customers can select options that align with their personal style and preferences The shoes feature robust soles that provide excellent grip, promoting comfort for daily wear Aiming to attract a young audience, the brand consistently refreshes its collection with the latest fashion trends in leather footwear, ensuring that its products resonate with the tastes of its targeted market segment.
Our product prices range from 400,000 VND to 1,000,000 VND, making them affordable for students, office workers, and individuals with average incomes By aligning our pricing strategy with that of our competitors and implementing exclusive promotional tactics, we aim to attract potential customers and enhance their shopping experience.
Currently, young consumers predominantly shop on social media and e-commerce platforms, making it essential for brands to establish a strong online presence Key sales channels will include social media platforms like Instagram, e-commerce sites such as Shopee, and the brand's own website to enhance customer engagement and interaction Additionally, brands will not neglect traditional offline sales channels while prioritizing advertising on e-commerce platforms to boost visibility and sales.
To build brand awareness for our new brand, we will implement creative advertising strategies across social media platforms like Instagram, as well as utilize Google Display and Shopee search ads to showcase our products and create a positive customer impression This three-month strategy begins with a focus on boosting brand visibility through both online and offline channels, incorporating sales promotions in physical locations In the second month, we will enhance customer engagement by leveraging social media, brand PR efforts, and collaborations with Key Opinion Consumers (KOCs) to improve credibility and reach The final month will concentrate on driving sales through promotional activities in both our store and online platforms.
Customer acquisition and retention plans
Trigger engagement and purchase intention
Store Instagram, shopee Shopee, Store
Google Display, social ads, Content marketing, coupons, discount
Pr articles, KOCs, social media Sale promotion
-Livestream every week offers great deals
-Use Google Display to display banners on the web
-Organize grand opening activities and discounts for new customers
- Organize a mini game to give away shoes
- Customers upload product feedback to stories off, buy 3 pairs get 10% off
- Free shipping on all orders this month
Marketing Budget
Supply Chain
Brief workflow within Roxane’s supply chain
The product will be manufactured at our supplier's headquarters in China -
Dr Mannars' leather products will be shipped using Thương Đô Logistic, ensuring safe transport to their warehouse in China.
Upon arriving in Vietnam, the goods will be delivered to the shipping company's warehouse in Ho Chi Minh City before being sent to Roxane's branch located at 08 Nguyễn Văn Trang.
When there is an order, Roxane proceeds to create the order and then hands it over to the domestic shipping company for delivery to the customer.
How Roxane check goods before importing
Thương Đô Logistic offers comprehensive freight services, including packaging and goods counting to ensure merchandise quality They oversee the entire inspection process for Roxane, conducting quality checks and verifying product quantities In the event of discrepancies like missing items or incorrect models, Thương Đô Logistic will manage the return process with our supplier, Dr Mannars.
After the goods have been inspected, we will monitor the delivery process through Thương Đô's information system Each shipment will be assigned a tracking number for easy monitoring.
How Roxane manage the inventory
Upon receiving goods at Roxane, the on-duty staff will perform a quality and quantity check before storing them in the warehouse If the items meet the necessary standards, an entry voucher will be generated in the KiotViet system To streamline tracking and retrieval, Roxane categorizes footwear into specific categories and subcategories, batching products by size, color, and style All staff members are required to follow the established organizational methods during operations.
Due to the small scale of the store, we will not use electronic chips but instead print barcode labels for the products.
How Roxane manage order fulfillment
Customers placing orders will receive specific advice in advance regarding suitable sizes and colors of shoes to avoid the need for returns or exchanges
Upon receiving an order, Roxane's team verifies product availability in KiotViet to ensure the requested items are in stock For online orders, an additional confirmation step is required to validate the customer's selected products before creating the order For owned media platforms like Instagram and the website, staff enter order details, including the customer's name, phone number, and delivery address, into the management software The order is then seamlessly transferred to the Giao hàng tiết kiệm (Cost-Efficient Delivery) service, which is pre-integrated with KiotViet.
On the Shopee platform, Roxane's staff are limited to providing customer advice, while Shopee manages the entire order placement process The final stage of creating an order involves selecting and packing the items for delivery.
In addition, Roxane has a separate process for contingencies such as defective products or customer returns.
How Roxane manage shipping process
Currently, Roxane employs two main shipping methods: COD (Cash On Delivery) shipping orders and an inner-city application.
Roxane has partnered with Giao hàng tiết kiệm by signing a transportation contract and integrating their services into Roxane's order management software This integration ensures that orders are promptly handed over to the shipping company right after they are created While waiting for the cash on delivery (COD) pickup, which typically takes 2-3 days, Roxane's packaging team prepares the orders for shipment Once ready, the COD service takes over to initiate the delivery process to the customers.
Roxane does not impose specific regulations for product inspections or viewings, allowing customers to pay for products and shipping upon delivery If a product is found to be defective, Roxane will initiate a new order through the Giao hàng tiết kiệm software and cover the costs for round-trip shipping.
Roxane offers a convenient 2-hour delivery service within Ho Chi Minh City through Grab, ensuring that same-day orders are fulfilled promptly To streamline the process and address high demand, customers must prepay for both the product and shipping fees when placing their orders.
Upon receiving the transfer confirmation from the customer, our team promptly packages the order and generates a shipping order through the Grab app, ensuring efficient delivery The package is then handed over to Grab for swift transportation to the customer.
Technology
Software: KiotViet for omnichannel management
Roxane manages her website and various online platforms, including Instagram and Shopee, with plans to expand to TikTok and Facebook, employing a multichannel strategy to enhance online visibility and customer engagement This approach allows her to collect valuable customer data, but it requires significant investment in time and resources to manage each channel effectively To address potential inconsistencies and streamline operations, Roxane has chosen KiotViet as her management system due to its affordability and unique features, such as integrated messaging across platforms and robust inventory management tools, including order creation, delivery integration, and stock monitoring.
Figure 16 – The inventory checking screen in KiotViet.
Figure 17 – The screen for integrating messages across platforms in KiotViet
Given the immense potential of the fashion e-commerce market, establishing a dedicated online store is essential for success This highlights the necessity of selecting the right platform to create a specialized e-commerce website tailored to the fashion industry.
Roxane utilized Wix for its website development, benefiting from features that enhance content management, analytics, marketing, and online sales, aligning perfectly with its e-commerce goals The website's UX and UI are crucial for attracting customers, with a user-friendly interface tailored for fashion enthusiasts that maximizes customer interaction High-quality images, icons, fonts, and videos, along with eye-catching promotional banners, are strategically arranged to enhance visual appeal and encourage shopping Additionally, Wix provides Roxane with essential management tools for categories, sales, customers, shopping carts, and checkout processes To further improve customer experience, the website is designed to be compatible across multiple devices, incorporating call-to-action buttons and chatbots for immediate assistance.
Team
Logistics Department
Role: The Logistics Department is responsible for managing the movement and flow of Roxane’s products throughout the supply chain.
Coordination with suppliers for timely delivery of source of goods
Conducting a quantity and quality check of goods upon arrival from China to the store
Responsible for organizing warehouse and inventory management
Perform packaging, invoice printing, quality inspection of goods before warehouse release, and handover to customers.
Handle the handover of orders to the domestic shipping company.
Overseeing inventory levels and optimizing stocking processes for efficient order fulfillment.
Marketing Department
Role: The Marketing Department promotes, drives sales, and builds brand awareness.
Developing marketing strategies and campaigns to attract customers.
Responsible for managing content across digital platforms and overseeing advertising and promotional activities.
Responsible for managing the brand identity, including rebuilding the brand identity and upgrading the brand identity kit.
Conducting market research to understand consumer trends and preferences.
Sales Department
Role: The Sales Department is responsible for driving revenue through the sale of Roxane.
Managing retail sales operations across both online platforms and traditional retail channels.
Directly responsible for customer care and interaction.
Collaborating with the marketing team to implement sales promotions and initiatives.
Collaborating with the marketing team to acquire data on potential customer files, thereby gaining insights into purchasing behavior and identifying tools to reach them effectively.
Developing and maintaining relationships with các nhà bán lẻ, cộng tác viên, and B2B partners.
Accounting Department
Role: The Accounting Department handles financial transactions, budgeting, and financial reporting for the footwear store.
Managing accounts payable and receivable.
Ensuring compliance with tax regulations and financial reporting standards.
Responsible for payroll, bonuses, and penalties for the Roxane team.
Suppliers
For Roxane, a reliable supplier is essential for business success, which is why Dr Mannars, a Chinese company specializing in high-quality synthetic leather shoes, was chosen as their main partner Roxane evaluates potential suppliers based on criteria such as quality, pricing, delivery timelines, and order accuracy Once these standards are met, Roxane commits to a long-term partnership with the selected supplier Dr Mannars offers a variety of stylish, reasonably priced, and high-quality shoes, complete with standard legal documentation for each pair.
Customer service and support
Roxane provides enthusiastic and friendly support to customers in selecting the perfect shoe size while shopping on social media and e-commerce platforms, as well as at her online store She not only helps customers find the right fit but also stays updated on the latest fashion trends to offer tailored style recommendations.
Roxane offers a comprehensive online and phone support system designed to promptly address all customer inquiries Customers can easily reach out for assistance through the contact information provided on the website, social media platforms, or e-commerce site, ensuring quick and effective solutions to their problems.
Roxane offers essential customer policies, including a comprehensive warranty and a flexible exchange/return policy, ensuring a reliable and safe post-purchase experience Additionally, Roxane provides quick and dependable door-to-door delivery services.
Roxane offers tailored promotions for each platform, ensuring loyal customers receive timely updates on special offers, events, and new products The brand is committed to providing incentives and exceptional services to enhance the overall customer experience.
Financial Projections: Business Model Canvas (BMC)
Figure 19 – Roxane’s business model canvas
Types of cost structure Cost
Utility costs (electricity, water, 15.000.000 VND internet, )
Voucher for sale promotion 7.000.000 VND
Based on the pricing strategy that we have analyzed, the selling price for a shoe product will be from 400,000 VND to 1,000,000 VND, we will choose
500.000 VND as the average value for a shoe sold With the original price of a pair of shoes being 150.000 VND to estimate revenue in 1 month
Product sales platform Website Shopee Instagram Offline store
Net Income Formula = Total Revenues - Total Expenses = 603.750.000 -
After calculating, our store's estimated revenue in 1 month will be 168.938.000
In the first months of the year, focus only on identifying the following issues:
To effectively manage your business, it's crucial to establish a clear budget by assessing member contributions and identifying various costs, including advertising expenses, rental fees, asset depreciation, and the assembly of shoe display shelves Additionally, it’s important to address potential challenges such as customer complaints and legal issues, including lawsuits stemming from plagiarism accusations related to leather shoes.
To successfully build a store, start by researching the market and identifying the type of products to sell Focus on men's and women's shoes, consulting prices from suppliers on the Taobao e-commerce platform, known for its high shoe sales Select two suppliers with competitive pricing, negotiate contracts, and choose a reliable unit for transporting goods from China to Vietnam Design and decorate your website, establish a presence on Shopee, and consider setting up a physical store Name your company Roxane, and create engaging fan pages on Facebook, Instagram, and TikTok to enhance your online visibility.
On October 26, Roxane company was officially established and opened for sale:
On the grand opening day of our store, customers will receive a 10% discount coupon on any purchase made Additionally, every visitor will be granted an extra spin on our prize wheel One lucky customer will also have the chance to win a pair of premium leather shoes valued at 800,000 VND.
To maximize your store's visibility on opening day, consider hiring Key Opinion Leaders (KOLs) with over 400,000 followers on TikTok Have them create and post engaging videos about your store one day prior to the grand opening, allowing potential customers ample time to plan their visit.
• Revenue: After a month or two of opening the store, it certainly cannot generate revenue or sell at most 2 pairs of leather shoes.
Companies should reconsider hiring Key Opinion Leaders (KOLs) when they notice stagnant revenue growth and wish to avoid high expenditures on ineffective collaborations.
The advertising budget is set at 1,000,000 VND daily, focusing on both discovery and search ads Once this budget is exhausted, the store will continue to invest in advertising The decision to allocate funds for Shopee advertising stems from its status as the most visited e-commerce platform, making it ideal for promoting leather shoes, a highly sought-after product.
On major holidays such as January 1, February 14, and March 8, shoppers can enjoy special livestream events on the Shopee store, featuring product subsidies ranging from 25,000 VND to 80,000 VND In addition to these discounts, customers will receive complimentary gifts, including socks and leather shoe protectors, enhancing their shopping experience in line with Shopee's promotional policy.
In 2025, it will become the most popular leather shoe store on Shopee:
To maximize revenue on Shopee, it is essential to run daily advertisements, as this platform currently drives the majority of sales Additionally, prioritizing customer care by promptly refunding customers for any issues related to shoe purchases due to store errors and providing support for delivery inquiries is crucial for maintaining customer satisfaction and loyalty.
The website is still maintained so that people who do not use e- commerce platforms will buy here.
After five years, by 2030, the store will officially go to Shopee mall.
The store is prioritizing customer care by offering personalized consultations to help customers choose the right shoes for their work environment Additionally, they are creating shoe packaging videos prior to shipping to provide evidence in case of fraudulent return requests, ultimately reducing unnecessary costs.
The store's prices will rise to approximately 100,000 VND due to its recent certification by Shopee, confirming all import documentation Customers tend to prefer purchasing from Shopee Mall, even at higher prices, as they believe it guarantees superior product quality compared to regular stores.
In 2028, after repaying capital and retaining approximately 5 billion VND, we plan to open a new branch in Hanoi, a densely populated city similar to Ho Chi Minh City This strategic expansion is expected to significantly boost our revenue, as we will be able to offer higher-priced items on Shopee The investment for this new branch will be 500 million VND.
In 2035, after 12 years since the store was founded, Roxane officially became the most trusted store and the leading store providing quality leather shoes to many people, especially Vietnamese people.
Risk Analysis and Business Model Assessment
Risk Analysis
Supply issues can arise from insufficient quantities needed by stores, leading to delays of up to a month caused by border congestion Additionally, goods may suffer damage during transportation, while fluctuations in exchange rates and changes in tariff policies can significantly impact product prices and import costs.
Our return and exchange policy allows customers to return shoes that do not meet their expectations, and in such cases, the store may cover the shipping costs for returns However, we have noticed that some customers exploit our lenient return and exchange policies, impacting the overall quality of service.
Copyright: he store was sued because the store's shoes were similar to another store's shoe products The store may face lawsuits and image and financial damage.
Financial shortage: not enough capital to run marketing and operate the store
(employee costs, website maintenance, taxes, ) will easily cause the store to fall into a loss or have to close.
Competitors may employ automated tools to generate fake accounts that post negative comments about a store, accusing it of design theft and selling overpriced, low-quality products If these issues are not addressed swiftly, they can significantly damage the store's reputation and credibility.
Inventory: If the store cannot accurately assess market demand, overstocking may occur This leads to unsold inventory, making it difficult to recover capital and incur storage costs.
Propose measures
Supply: Search and establish relationships with various suppliers from China to reduce the risk of border blockage and ensure sufficient supply.
Reserve certain quantities of key products to cope with border congestion situations
Look for new sources of supply in countries with more stable exchange rates
Clear regulations on return and exchange policies: clear regulations on return and exchange policies, including conditions, procedures, return time,
Thoroughly inspect all products prior to customer delivery to guarantee they are free from defects and damage.
Monitor the status of returned goods: Businesses need to monitor the status of returned goods to detect and handle cases of fraud.
Check the Procurement Process: to make sure that the procurement process does not involve counterfeit goods or copies of products from famous brands.
Cooperate with suppliers with independent, unique designs to avoid being sued for copyright issues.
Learn carefully about copyright laws to avoid violating the copyrights of other shoe stores.
Financial shortage: Make a detailed financial plan, including estimates of revenue and expenses, use KiotViet sales management software to control revenue Find more investors to contribute capital to the store.
To enhance customer trust and counter negative rumors, it's essential to showcase positive feedback from buyers of shoe products Utilizing anti-spam tools can effectively filter out harmful comments from fake accounts, while promptly addressing misinformation on social media is crucial for maintaining a positive brand image.
Utilize KiotViet software for effective inventory management, conduct market trend surveys to align inventory levels with customer demand, and implement pricing strategies to reduce costs on in-stock shoe products, thereby enhancing customer purchasing motivation.
Business Model Assessment
Advantages when implementing the model
A reputable supplier's knowledge is essential for stores, as accumulated feedback and overall ratings from the supplier's account enable informed decision-making This insight ensures the selection of reliable suppliers, which ultimately guarantees high product quality and excellent customer service.
The store effectively understands and caters to customers' preferences for quality and stylish leather shoes at affordable prices By focusing on delivering products that meet these desires, the store successfully satisfies customer needs and enhances overall satisfaction.
Effective digital marketing planning and cost calculation on social platforms enable stores to connect with potential shoe buyers, enhancing their outreach and future sales opportunities.
By using tools and data analytics, stores can optimize marketing campaigns to reach the right customers, increase engagement and increase sales.
The store employs skilled professionals proficient in technology and product design, utilizing tools like Excel for precise cost calculations and financial management This expertise enables effective financial oversight and informed decision-making based on accurate data Additionally, the store excels in creating attractive shoe boxes and high-quality packaging that protects products during transit, enhancing the overall customer experience.
Disadvantages when implementing the model
Staying current with trends and market dynamics is crucial in the fast-paced shoe industry To effectively attract customers and remain competitive, it's essential to monitor the latest styles and adapt to evolving market demands Additionally, as our target audience consists of young consumers, they consistently seek unique and innovative shoe designs.
Limited investment capital poses a significant challenge for leather shoe store models, as it restricts the ability to invest in essential management systems, technology, and infrastructure The implementation of Customer Relationship Management (CRM) and Inventory Management Systems (IMS) often necessitates substantial financial resources, making it difficult for businesses to enhance their operational efficiency and customer engagement.
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