Our project, Young Pet, is a sustainable fashion brand that focuses on pet fashion, with a focus on

Our projects address the serious problem of Marine plastic pollution and promote Marine environmental protection, resource reuse, decent work and economic growth through the establishment of a circular economy model, while promoting awareness and sustainable development of the Marine environment.

Plastic waste is everywhere and its properties (such as shape, size, density, chemical composition, etc.) are diverse, so there are multiple pathways of interaction between Marine plastic pollution and Marine wildlife and humans. Plastic pollution is known to affect multiple nutrient levels and can have physical and chemical effects. It not only affects the beauty, brings hidden dangers to human health, but also is an economic burden. Of particular concern is the fact that there is no mechanism in nature that can remove plastic from the ocean at a significant rate. Since plastic waste rarely degrades in low-temperature, oxygen-deficient sediments, it is a safe bet that almost most of the plastic that enters the ocean will remain in sediments.

Our project, Young Pet, is a sustainable fashion brand that focuses on pet fashion, with a focus on pet and parent-child clothing products. We advocate for the concept of young and sustainable fashion, protecting the marine environment, and promoting a circular economy. Due to the fact that marine plastic waste accounts for about 85% of the total amount of marine waste, it has a serious impact on marine ecology. Therefore, our product materials are made of trendy plastics and recycled clothing raw materials, and environmentally friendly or recyclable materials are selected on the basis of health and safety. The entire process adopts the most advanced and environmentally friendly processing technology to minimize wastewater, exhaust gas, and greenhouse gas emissions in the manufacturing process. While minimizing plastic pollution that troubles the marine environment and the pollution caused by plastic reproduction, we produce exquisite and high-quality sustainable fashion products to promote efficient resource utilization and sustainable environmental development. At the same time, the brand adopts a point system to encourage customers to send their purchased seasonal pet clothing back to the factory for recycling to exchange for shopping points. When placing another order, they can receive corresponding discounts. Through incentives, more people are encouraged to practice the concept of resource conservation and environmentally friendly circular economy, which has huge ecological, social, and economic value.

According to the latest assessment report released by the United Nations Environment Programme, there are still about 75 million to 199 million tons of plastic waste in the ocean, accounting for 85% of the total weight of Marine litter. Without effective interventions, the amount of plastic waste entering aquatic ecosystems each year is expected to nearly triple by 2040, reaching 23-37 million tons per year, making recycling and use of ocean-bound plastics important for sustainable development.

Therefore, we deeply investigated the pet clothing industry, the current market is mixed, pet clothing enterprises are still focused on the processing and low-end consumer market, with the development of The Times, pet clothing will become more and more sophisticated, so the brand awareness is weak, low product quality, low customer identity is the current prominent problem, at the same time, there is no effective recycling strategy for pet clothing. Causing pet clothes to be discarded like disposable products. Therefore, we established the brand of Ocean Pet, mainly to combat Marine pollution and take action on the issue of sustainable development of the ocean. Recycle old clothes and Marine plastics as raw materials, factories produce finished clothes, through online sales, such as Tiktok, Taobao, Jingdong, etc., and some offline physical stores, after purchasing products, register on our official website to accumulate points, at the same time, we will also establish community to strengthen the contact between enterprises and customers and customers. Finally, we can recycle the damaged clothes and give certain points for discounts and upgrades.

Our product and service chain is mainly divided into four steps, respectively, product promotion, product purchase, product use and product recycling, each step is closely related to each other.

The first is product publicity. With the rise of new media, online publicity has gradually surpassed offline publicity to become the mainstream due to its advantages of low cost, high efficiency and high transmission speed, and with the progress and maturity of big data recommendation technology. However, offline publicity is still an important way to retain and transform high-stickiness customers. Therefore, we mainly consider using the video platform of Douyin and Little Red Book to shoot related pet videos for publicity, and offline mainly through poster publicity to warm up festival activities and salon activities.

The second step is for customers to buy products. In this step, we focus on personalized customization and differentiated competition strategies, so that customers can not only buy clothes and accessories, but also choose to buy the same series of pet clothes, and have a diversified choice space. The third step is to use the product, and we empower customers to become members after purchasing the product, accumulate points and join our community to strengthen connections with other pet owners and businesses.

In the final and most environmentally significant step, we will reward those who recycle out-of-season clothes/worn clothes/other recyclable pet products and give certain points to reward by hand discount and upgrade service, use digital platforms to track products, and raise pets or donate to poor areas according to the consumption and use of sustainable products to protect the environment equivalent cloud, strengthen the brand concept, Thus promoting the establishment of resource-saving and environment-friendly enterprises and societies.

From the perspective of market positioning, our customers are mainly B-end customers, and concentrated in the middle and high income groups in the first and second tier cities, and the overall consumer group tends to be younger. However, our products and services are not limited to B-side customers, and C-side customers such as pet shop owners are also a large audience of our products. At the same time, C-side customers can further enhance the personalization and innovation of our products, thus extending our industrial chain, and expanding the influence and reputation of our products with the help of their relatively strong and broad network of contacts. From the current market trend, it shows the diversification of consumer groups and suppliers, the decline of customer concentration, and the squeeze of small and medium-sized brands and local brands that make it more difficult to break out. Because we have divided four categories of user portraits according to the pain points and difficulties of the industry, from large to small, they are pet lovers, professionals, environmental activists and pet shop owners. And for different user needs, develop different products and services, and develop specialized marketing strategies.

From the competitive analysis of products and services, our products and services can be described as strange, different, leave three words.

Strange means that our products adopt the strategy of personalized customization and differentiated competition; Benefit means that we have developed new forms and models of products and services while adhering to the traditional sales and services of pet products, and combined them with Marine environmental protection, so that customers can experience the benefits of daily environmental protection behavior while contacting our products and services. For example, customers can accumulate points for the behavior of recycling pets made of plastic, thereby increasing their desire to purchase a second time, improving the cost performance and concessionality of their purchase behavior, which helps us to further retain customers and achieve retention, thus achieving the third keyword - retention.

In the face of the rapid development of we-media and online e-commerce, our main marketing is also focused on online. The brand will send the product to some pet bloggers and Internet celebrities for evaluation and promotion. Can effectively improve brand awareness and exposure. At the same time, operating the brand's own official account or incubating a short video number to save publicity costs can also bring more attention to the product. At the same time, we also plan to cooperate with offline pet stores, set up dealers, and expand sales channels. Let customers have more opportunities to contact and buy our products. We also promote our brand image and corporate social responsibility through brand planning projects. This is also a major feature of Yangpet as an environmentally sustainable brand.

We expect to design the first version of clothes within six months, and find a foundry to communicate with and put them into production. At the same time, we will complete the preliminary construction of the website and start to publicize our products and brands. The initial capital investment is expected to be 800,000 yuan, which is mainly used for the initial purchase and recycling of Haihai plastics, factory processing, advertising costs and website platform construction costs. Each product is priced at 50-100 yuan, and the target online sales of 500,000 to 1.5 million yuan in three months.

My name is Guan Xiaojian, a graduate student who is passionate about promoting corporate ESG governance and committed to promoting the 17 Sustainable Development Goals and the 2030 Agenda of the United Nations. I am currently studying in the first pilot project of the integration of industry and education in sustainable Development of the United Nations -- the all-English master program of Responsible Management for Sustainable Development of the University of Barcelona. The University of Barcelona ranks 21st in the world in the QS2023 ranking of World Universities for Sustainable Development, ranking only after Harvard University. In my postgraduate study, I have performed well and been praised by teachers for many times, which has accumulated a solid foundation of professional knowledge on ESG governance. At the same time, I am currently doing an internship in sustainability content production and output at Oxford University Press, the largest university press in the world, further enhancing my practical experience in sustainability and ESG. 

At the same time, I am proficient in writing papers and articles in English. I participated in the Stanford CGCP Student Writing Competition in Spring 2021, which is the only essay writing competition developed by the world's top universities for Chinese students. I submitted a paper in English on gender equality in the Sustainable Development Goals and successfully qualified for the final. At present, the paper has been published in well-known foreign journals in the United States; At the same time, I also won the provincial prize of the National English Composition Competition for college students. During my undergraduate years, I also participated in the all-English exchange program of the University of Cambridge, which was strictly selected by the university of Cambridge, and got 93% good scores and the official certificate issued by the University of Cambridge, which greatly improved my comprehensive English listening, speaking, reading and writing ability as well as cross-cultural communication ability. These valuable experiences greatly improved my comprehensive English application ability. My major is responsible management for sustainable development, which is closely focused on the ESG strategy and governance of enterprises. 

I hope to promote the process of Marine environmental protection, protect underwater life, combine economic growth with environmental protection, and promote the realization of the 17 Sustainable Development Goals and the 2030 Agenda of the United Nations through innovative sustainable development business models. I hope to be able to obtain project funding to achieve huge social, ecological and economic benefits.

Plastic life cycle assessment can be applied in the following ways:

* Product design: Based on the results of LCA, optimize the structure, materials and processes of plastic products to reduce the negative environmental impact of plastic products.

* Production process improvement: According to the results of LCA, improve the production process of plastic products, improve production efficiency and reduce the generation of pollutants.

* Use Recommendations: Based on the results of the LCA, users of plastic products are provided with use recommendations to help users reduce the negative environmental impact of plastic products.

* Policy formulation: According to the results of LCA, formulate policies related to plastic products to promote the development of circular economy of plastic products.

Challenges of plastic life cycle assessment:

Plastic life cycle assessment faces several challenges:

* Data acquisition: LCA requires a large amount of data, including raw material mining and production data, plastic product production data, plastic product use data, plastic product recycling data and plastic product disposal data. This data is often difficult to access, especially for some small businesses and households.

Model selection: LCA needs to use models to calculate the environmental and human health impacts of plastic products at all stages of their life cycle. Different models may have different results, so you need to choose your model carefully.

* Uncertainty: There is uncertainty in the results of the LCA because there is uncertainty in both the input data and the model of the LCA. Therefore, the LCA results need to be interpreted with caution.

Despite these challenges, plastic life cycle assessment remains an important tool to help businesses and policymakers understand the negative environmental impacts of plastic products and take steps to reduce them. Part Three: Policy Support and regulatory system Key points [Policy support and regulatory system] :

1. Policy framework: Establish and improve the relevant policy and regulatory system, overall plan the development of circular economy of plastic products, clarify the division of responsibilities, and form a coordinated promotion pattern.

2. Economic incentives: Formulate economic incentives to encourage enterprises to adopt advanced technologies and processes, improve the quality of recycled plastic products, support the construction of recycling industry chains, and promote the recycling of plastic products.

3. Technological innovation: Support scientific research institutions and enterprises to carry out technological innovation in the recycling and utilization of plastic products, encourage the research and development of new recycled materials and processes, and improve the quality and recycling rate of plastic products.

The construction of a circular economy model for plastic products is feasible, but it requires the joint efforts of governments, producers and consumers to achieve green and sustainable plastic products.

1. Advocate green and sustainable consumption concept:

- Raise consumers' awareness of environmental protection through media communication and policy guidance, advocate consumers to choose renewable and degradable plastic products, and reduce the use of disposable plastic products.

- Guide consumers to give priority to plastic products with recycling labels when purchasing plastic products, so as to facilitate recycling and reuse.

2. Strengthen consumer recycling awareness and skill training:

- Raise consumers' awareness and enthusiasm for the classification and recycling of plastic products through community publicity, seminars and training.

- Conduct regular lectures on classification and recycling knowledge, popularize the norms and methods of classification and recycling of plastic products, and help consumers master the skills of correct classification and recycling.

3. Establish a sound recycling system for plastic products:

- Improve plastic product recycling facilities, including recycling stations, recycling bins, recycling trucks, etc., to facilitate consumers to drop waste plastic products to designated recycling points.

- Strengthen the construction of plastic products recycling logistics system to ensure that waste plastic products can be collected and transported by recycling enterprises in a timely manner.

We will improve laws and regulations to ensure the development of a circular economy

1. Improve the relevant laws and regulations on recycling of plastic products: Clarify the responsibilities and obligations of plastic products producers, consumers, recycling enterprises, government departments and other parties.

- Improve the recycling standards of plastic products, and standardize the quality, process, marking and other aspects of plastic products recycling.

2. Strengthen law enforcement and supervision of recycling of plastic products:

- Strengthen the supervision and inspection of plastic products producers, consumers, recycling enterprises and other entities to comply with the recycling regulations of plastic products.

- Punish those who violate regulations on the recycling of plastic products to ensure the smooth development of the recycling of plastic products.

3. Establish an economic incentive mechanism for recycling of plastic products:

- Provide tax incentives, subsidies and other economic incentives to plastic product producers, recycling enterprises and other entities to encourage enterprises to participate in plastic product recycling activities.

- Reward consumers' behavior in recycling plastic products to guide consumers to actively participate in recycling plastic products.

Our core technology: recycled Marine plastic waste will be compressed and broken into plastic particles to produce plastic products that are more in line with international ecological and environmental protection concepts.

Moreover, the difficulty of Marine plastic recycling lies in the most front-end recycling source, and whether there is a record from the individual to the hands of the recycler. Visual traceability for Marine plastic recycling, the recycling process can be recorded, you can trace the source of recycled plastics.

The visual traceability of the whole process of the "Blue Cycle" project is the key point for the project to be recognized, and the reliability of its data mainly comes from the blockchain authentication and Internet of Things technology of Blue View Technology, and the whole process visualization system of "collection - storage - transportation - regeneration - manufacturing" is built.

Under 100

Two years

Team members are the backbone of environmental science and engineering discipline of world famous universities, with professional background of environmental engineering, environmental science, chemistry, engineering technology, etc., undertake multi-disciplinary research support and technical support work, after years of hard work and accumulation, has created a team with strong professional strength and engineering technical force.