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three retailers to build its own brand

short, with the circulation of the open competition will become more intense,[link widoczny dla zalogowanych], and how constant innovation and reform, to seek their own business in the new market position in the retail system has been a local retail business imperative. And retailers to implement its own brand strategy , only in the supply chain and production companies to handle the relationship between the successful experience from abroad, give full play to their strengths in order to truly achieve
to Watson, for example, its own-brand sales strategy is based on the distribution chain and lower cost advantages of advantages as a means of promotion, with a huge chain network to reduce transaction costs, expand market position, strengthen business reputation; with its own goodwill, flexible and diverse in-store promotional activities (advertising leaflets, closed-circuit television, radio, DM, product samples distributed store, etc.), greatly reducing advertising costs. In particular, 25% of store space will be left to its own brand, the staff of its own brand of good reputation and customer referrals further increase consumer confidence.
5. Private label merchandise to build the brand of the road. Own retail business brand strategy enhance brand value , according to retailers and manufacturers alliance relations and visibility conditions, such as retailers own funds, while retaining the original manufacturer brands, attached to the brand or retailer to replace the original manufacturer of retailer brand brand name vendors to retain the original or the new brand on brand choice.

four retailers pros and cons of building its own brand of

to save costs and increase its own brand products relative to other products, the competitiveness of low-cost , retailers really hard to find strength of the OEM manufacturer, since they do not want the wedding dress for others. Retailers often choose a small factory due to cost constraints and lack of supervision,[link widoczny dla zalogowanych], it is prone to quality issues. And its own brand of quality problems may be passed on to consumers on brand awareness for retailers.
most of the local chain supermarket development on its own brand is still in trial stage, if you want to create in its own brand development profits, as well as longer way to go. China's domestic development of the current status of its own brands are mainly:

the implementation of its own brand of total quality management, customer needs to guide the quality-oriented manufacturers, a comprehensive quality management also requires well-designed and strictly business control the production and inspection procedures.
relative to other sectors of retail open late, but some domestic retail enterprises for market demand and competition for the changes in the situation to accelerate the pace of reform and development, some in the past Western companies often used in combination, merger combined complementary approach has been widely used in China's retail enterprises; of concentration and chain retail development trend has appeared. As China's Retail enterprise marketing mode at low prices in the market competition, declining profit margins. In the competitive market environment, retailers face difficult choices low-profit era. Long-term development, the development has a strong influence on the market and competitiveness of own-brand products is a proactive way.
2. Reasonable choice of intervention areas and varieties of goods. Use of the advantages of direct contact with consumers, to keep abreast of merchandise sales rankings,[link widoczny dla zalogowanych], from best-selling type of product is selected as its own brand of development and production. Since different attributes of products, consumer psychology is different from the successful implementation of its own brand strategy there is the possibility of a greater difference. Not all products are suitable to build its own brand, in general, with the following properties of the product more suitable for brand strategy with its own : not high-tech goods; price lower commodity; purchase frequency than high commodity; short shelf life, high degree of preservation of the goods; brand awareness and weak products.

1. Retailers using its own brand advantage. Own-brand products there is a big profit margins, retailers can use their existing retail network, squeezed into the limited retail store shelves; use and favorable conditions for direct contact with consumers,[link widoczny dla zalogowanych], according to consumer demand for design and improvement own-brand goods, intermediate products in the minds of consumers to make more strong, durable, retailers can gain competitive advantage, and ultimately will improve their credibility, and establish a good corporate image; can better control the product price, and can some control over suppliers; to achieve differences in management, improve profitability, increase customer loyalty and intangible assets; to create the rich characteristics of self-store product categories, in order to differentiate the domestic and international strategies to enhance the core retail business Competitiveness .

4. Retailer's own distribution channels of goods. Manufacturers are often integrated use of advertising, personal selling, public relations, sales promotion and other means of overall sales, and retail brands operating mainly through personal selling and sales promotion to encourage customers to try, and then build brand loyalty. Supermarkets can be linked through a series of displays and promotions to encourage consumers to trial on its own brand, through service innovation and service to enhance the extension of its own brand image.
enterprise funds based on the retail, sales channels, such as their own conditions, product diversification or specialization chosen strategy, the diversification of product selection to choose from the greatest low-cost, sales have the advantage of the high and the products business production; and professional strategy to enable enterprises to centralize the management, the quality of own-brand products more easily be guaranteed.
2. Format, a single product, the consumer awareness of its own brand low. Own-brand market has great room for development, while the majority of our supermarket does not make great efforts to development. Retailers own brand relatively simple format, limited to hypermarkets and supermarkets, but are mostly concentrated in low value of convenience products. In the value chain retailers do not realize the importance and necessity of its own brand, and the related consumer awareness is relatively low. The survey shows: private brand purchased fewer consumer experience, both with its own brand of retail business development at the initial stage is closely related to the lack of publicity, which in turn weakened the enthusiasm of companies to develop its own brand.
3. Select the appropriate own-brand production. Its own brand of production are own R & D, OEM manufacturers and co-commissioned the production of three types of alliances. According to China's retail enterprises to use more brandable the situation in the assessment of potential suppliers should be considered when the manufacturer's production capacity, delivery capacity, resilience, and the manufacturer's reputation, businesses should take account of excess capacity and market development weak manufacturers. Advantage of the supermarket retail sector, but the disadvantage is the production area, so the formation of strategic alliances with manufacturers, can form complement each other. From the transaction cost theory perspective, the form of strategic alliance in the original free-market trading restrictions within the strategic alliance, so that the transactions within the organization instead of a free market transactions, thereby reducing the transaction costs of the free market.

supermarket own-brand development, brand without paying any royalties. And save a lot of own-brand goods in the middle part of sales agents to improve profit margins, and even can change the status of the supermarket middleman. To achieve low-cost own-brand products, mainly from the supply chain. According to the general retail industry supply chain, from The supermarket has its own brand products, in the competition to avoid a price war, forming a unique feature of the supermarket.
own brand and close ties between the retail and corporate image and brand demonstrates the company's comprehensive strength. Retailers can enhance their own reputation brand value , but its own brand in turn will affect the successful operation of the retailer's reputation, so own brand strategy be careful selection of .

own brand (PrivateBrand, referred to as PB) is the retailer of goods through the collection, collation, analysis Consumer demand for certain types of information products, introduce new product features, price, style and other aspects of development and design requirements, select the appropriate manufacturer or design their own production and eventually with their own trademark registration of the product, and use their own sales network platform to sell goods.

Second, the development of its own brand of retail enterprises Status

1. Small, difficult to achieve economies of scale,[link widoczny dla zalogowanych], operational efficiency is low. Only has a huge sales network and strong financial strength, to achieve mass production and mass sales. Although China in recent years supermarkets have seen significant development, but from the real business of scale, but also its own brand of scale there is a certain distance, while the lower level of the average profit margin has also weakened the profitability of the retail business.
Its own brand of retail enterprise of the problem

First, its own brand and retailer own brand development
2. Retailers own brand of disadvantage. Will increase its marketing costs and inventory costs; addition to signs based its own brand, its own brand as a symbol of compliance in terms of competition with manufacturers face great difficulties; its own brand of innovative and far less than the manufacturer brand, can not support All brand research and development costs; retail enterprises lack the professional design and quality products, technology and other personnel, the OEM business and technical level of qualification inspection deficiencies in the production process control weakness.
retail brand in the history of foreign countries for decades, and now the goods marked with the retailer brand has been very popular in developed countries, large supermarkets in Europe and America , chain stores, department stores sold almost all marked with their own brand products. In contrast, the domestic retail enterprises to develop brand still remains in heavy goods, light brand stage, the development is too casual, brand choice and lack of planning operations, and no effective promotion.

1. Create its own brand of timing. Retail enterprises should have a certain scale of its own brand sales and consumption, a good reputation and integrity of the force, while both market information collection, product development, quality control and brand strategy and management capacity to achieve economies of scale benefits.

the production of supermarket own-brand through a variety of ways, including self-built factory, the acquisition of plant, co-founded the company and the OEM. At present, China's supermarket own-brand products, the vast majority of OEM production, the supermarket itself is not involved in the development and production process. Some supermarkets even at the direct procurement from manufacturers, but from distributors, wholesalers indirect procurement, then OEM, resulting in product quality is not guaranteed.
4. Retail product development and quality inspection personnel who lack talent comparison, it is difficult to conduct market research forecasts, according to market feedback for new product development and quality inspection, which is difficult to guarantee product quality.
3. Retailers regulatory capacity of manufacturing enterprises is not high, limited processing capacity of manufacturers, regulatory requirements, logistics capabilities, to develop its own brand of social supply chain infrastructure is still relatively poor. More articles related to topics：

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