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Retailers to own brand management in developed countries, and won the great competitive advantages, and makes own brand retail enterprise important profit growth point. In China, although in recent years, many Chinese companies have attention to establish their own brands, but also only in its infancy. In the face of the huge gap between the Chinese and foreign retail enterprises, research and explore their own brands to create the theory system and method of system has very important significance. First,
Domestic retail market, the study of their own brands to create conducive to implement differentiated competition, optimize the domestic retail competition environment, providing a new method to get rid of the vicious competition of retailing forms and methods. Second, in the international retail giant to break into the Chinese market, for the domestic retail enterprise itself, to create their own brands of research helps domestic retail enterprises make full use of its own resources, to maintain its own characteristics, enhance competition power. Own brand has become a global trend, its global market share is now close to 30%, and with the vigorous development of the modern retail industry in China, own brand is also gradually emerged, retailers or wholesalers require various suppliers of resources, is the development of the industry. And the rising CPI, as well as more and more mature consumers are forming rational consumption habits, quicken the own brand of supermarket cheaper into the development of the "golden period", so for many manufacturers of high quality made in line with the trend of The Times and new ways of quick.
1 the meaning and characteristics of private brand 自有品牌的含义和特点
1.1 the concept of private brand
Own Brand of English called PB (Private Brand) according to The own Brand Association (The Private Label Manufactures Association, namely PLMA) web site for own Brand is defined as: Private Brand product including all retailers Brand goods. The brand can be a retailer's own name, or retailers name specially created. 1
At present in our country is widely recognized brands is defined as, PB commodity refers to the retail enterprises by collecting, sorting and analyzing the characteristic of the consumer demand for certain goods information, puts forward the new product features, price, and shape the development of the design requirements, and then choose the appropriate production enterprises to develop production, eventually again by retail enterprise to use their own trademark registration to the new product and sales of the products within the enterprise. It is the core of the goods in the name of the enterprise name or determine its own as a brand, in the enterprise sales, rather than using the traditional brands of foreign sales. This paper discusses the own brand refers to the large retail supermarket own brand, that is designed by the large-scale comprehensive supermarket chain development, entrust manufacturer, and only the specific flow field in the supermarket sales of products. , according to the relevant data in each country has its own brand products accounted for the proportion of retail sales products, Switzerland is highest, about 41.2%, the UK is 37.1%, Japan has more than 60% of the chain in the development of own-brand products business group, about 30-40% of comprehensive supermarket chain own-brand products sales have accounted for a third of the total amount of the company sales. Carrefour, wal-mart in China also launched an ambitious plan to their own brand development. In our country of 56 stores up to 1800 kinds of own brand products in sales. Currently on the market in France, 18% products are all in the name of his. Local Shanghai hualian supermarket to create "thrift" brand products, including grain and oil products, daily provisions, washing supplies, spices and other 15 major categories, more than 1000, annual sales of nearly 200 million yuan. Recently, the "suning whitebox handset" officially in the chain. Gome, yongle also unwilling to lag behind. Can say dominated era, our country has entered the retailers own brand strategy is equal to the retailer directly into the upstream market, it is the retailer's growing clout.
1.2 the characteristics of the own brand
1.2.1 invisibility of brand creation way
Retail enterprises and production enterprises to create brand is mainly engaged in the activities of the different, create brand has different characteristics. Manufacturing enterprises engaged in production activities, to create brand is mainly done by tangible products, and the basic task of the retail enterprise is engaged in the commodity purchase, sales, transport, storage, and other business activities, realize the transfer of goods from production field to consumption field. Business nature and characteristics of retail enterprises determines the intangible service is an important content of its creating brand. 2
1.2.2 the dualism of the brand manager role
Traditional retail enterprises only focus on sales management, brand design, development, production of goods generally shall be the responsibility of the manufacturer. For retail enterprises with own brand products, on the one hand, need to focus on sales management, on the other hand, need to set aside a part of enterprise resources, take advantage of direct contact with the consumer information, timely and accurate put forward in the development of new products, sales, maintenance requirements, effective organization and guide the commodity production at the same time. This creates a private brand operators has the dual nature of the production and sales.
1.2.3 short and direct distribution channels
Manufacturers of branded goods marketing channels generally have more links, more through wholesalers, distributors, dealers and other distribution channels to sell products, less directly to final consumers, operators and private brands itself is goods retailers, thus greatly reduce the intermediate links, marketing channel is more short and smooth.
1. To provide a low price is convenient for the consumers
The diversity of social interests for their own brands to provide more products, and to create product differentiation and opened the door to provide a high price. Require companies to higher market segmentation and prove exists value-added products in some aspects: such as good quality, unique packaging, constantly updated products, make product price and benefits. Many examples have shown that the retailer is not just the cost is the most difference of the underlying factors, but to create unique, to resonate with consumer products. In brand competition, not only on the physical properties of products and brands, more is in the product packaging, visibility and the attention to the interests of consumers.
2 the meaning of the retail enterprises to develop their own brands in China 中国零售企业发展自有品牌
Under the condition of market economy, as a central part of the social and economic process, the retailer should have their own brand. Under the condition of market economy, the whole society economic activity characterized by running law of "take the market as the center", that is, all enterprises, whether manufacturers or distributors) of production or business operations must follow the market principles of "free competition, fair competition". "Take the market as the center" is fundamentally "to customers as the center". Circulation enterprises as the bridge and the link between production and consumption, production information and grasp the dynamics of consumer demand, retailers and consumers in the market, it can completely rely on their own advantages to carry out the strategy of brands, the market the initiative control in his own hands, so as to obtain more profit distribution. From the following five aspects to elaborate the significance of China's retail enterprises to develop their own brands.
2.1 to put an end to fake and shoddy products, to establish a good image commercial enterprises
Business enterprise to use their own brands, the provider of goods with the seller to deal with consumers by retailers, retailers will attach importance to the source of the goods, to ensure the quality of the goods, to maintain its own brand reputation, so only will put an end to fake and substandard goods, also spontaneously set up a good image of the corporate personality is distinct.
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