First, the development of its own brand

Own brand, also known as PB (Private Brand), refers to the retail business through the collection, collation and analysis of consumer demand for certain types of commodity demand information, put forward new product development, creative design requirements, and then select the appropriate production enterprises or self Factory for processing production, and ultimately with their own trademark registration of the product, and use their own sales network platform for the sale of goods.

Retailers own brand appeared in the West in the sixties and seventies of the 20th century, the 20th century began to have a great development in the 1990s.First, the performance of its own brand covers the scope of the product continues to expand from the past to expand the field of food to daily necessities, Toys and other areas of clothing; Second, the market share of its own brand continues to increase, accounting for about 35% of all merchandise sales. Many well-known international large retail sales of its own brands have a higher proportion. The famous Sears retail company 90% of the goods is its own brand, Japan's largest retailer Dawn chain group own number of brands also accounted for about 40%, the famous British Marks department store is more than 300 chain stores , Operating all the goods are using its own brand "San Miguel", has become the UK's most profitable retail business group.

Second, the status of its own brand in China and the existence of problems

(A) its own brand in China's development status quo

At present in China, some local retail enterprises have begun to use their own brand resources and scale of operation to develop their own brand of goods from the nature of the enterprise, its own brand is mainly concentrated in foreign investment, Hong Kong, Macao and Taiwan retail enterprises; To see their own brands are mainly concentrated in large-scale integrated supermarket, such as the current Carrefour has more than 1,000 kinds of own-brand products, accounting for 5% of the total consumption of goods, Wal-Mart has 12 major categories of nearly 1,000 kinds of own brand products Some domestic retail enterprises have also been affected by their own brand development path, such as Brilliance Group, Lianhua Supermarket, Wumart and Jingkelong and other supermarkets.

But in general, most businesses on their own brand awareness and development is still in the attempt and exploration stage, which reflects the number of its own brand of goods is not a lot, involving a smaller proportion of the variety, sales are not large. The supermarket's own brand of goods, although placed in the shelves of the most prominent place, but sales are not satisfactory. This fully shows that the current consumer acceptance of PB products on the overall level is not high, the retail enterprise own brand strategy There are still a series of problems in the implementation.

(B) the problems faced by its own brand

1. Consumers are not aware of their own brand.Currently in our country, most consumers lack knowledge about PB commodity information and production process.In the traditional concept, retailers are engaged in the sale of goods, consumers to its The quality of self-development and production of goods was skeptical; the quality and safety of OEM goods there are similar concerns.The survey shows that China's consumer awareness of its own brand only in the absence of branded goods, not to mention well-known brands , Is compared with the general brand, but also at a disadvantage.

2. Retailers are not in place to supervise the production enterprises.Our retailers own brand, more than 95% is OEM production, retail enterprises are not directly involved in the development and production process, more just focus on commodity price control, and The product quality control is poor.According to a report of the Beijing Daily, a woman in the supermarket to buy its own brand of honey and found that the product is not only simple packaging, and even the production date and shelf life are not marked.Therefore, improve the quality of its own brand Will be the biggest challenge for retailers.

3. Retail enterprises to integrate the lack of supply chain capacity.As China's retail enterprises own brand products are mostly commissioned by the way, therefore, through the effective integration of the enterprise's supply chain to control the quality and cost of goods for the implementation of its own brand strategy retail Enterprises are of strategic significance.However, the current retail enterprises in China's supply chain management, especially the management of its own brand of goods management there are still some deficiencies: due to the retail business management capacity constraints, the more self-brand varieties of goods, cooperation manufacturers The more the supply of goods, quality monitoring and other issues more, the corresponding level of management of the retail business requirements are higher, it can be said how to find the right manufacturers and with its good cooperation management, to achieve effective integration of supply chain, Has become a bottleneck restricting the development of retail brands own brand.

4. retail goodwill of the current shortage of China's retail industry is still a lack of strong brand, leaving the overall impression of the overall size of the consumer is small, lack of funds, after-sales service is not in place, etc. In particular, some small and medium retail enterprises because of their own business philosophy and Management level of the restrictions in the target consumer groups in the credibility of the lower, if these enterprises blindly pursue diversification, the implementation of its own brand strategy, not only can not rely on corporate reputation to promote the promotion and sale of new goods, but also because the new The quality of goods, sales and other issues and further damage the corporate image.

Third, the development of its own brand conditions

Although its own brand has a broad space for development and huge profits, but the retailers to create their own brand can not be too blindly follow the trend, according to their own resources, advantages, select the appropriate commodity development of its own brand.

(A) the premise of enterprises to develop their own brand

Own brand strategy is related to the survival and development of a strategic planning, retail enterprises to develop their own brands require retailers with considerable size, good reputation, excellent management level and quality control ability and other prerequisites.

1. Enterprises to have a certain size and strength of the success of its own brand strategy can not be separated from the advantages of economies of scale to play those in the global implementation of their own brand strategy, the majority of successful enterprises have a large scale and strength, higher market Market share and distribution of a wide range of sales network.If the enterprise to adopt self-processing mode of production, you need to have a strong financial strength to establish production base, training full-time staff engaged in quality control and product development and design; if the enterprise adopts the outsourcing mode of production can rely on a large number of Orders to attract manufacturers and suppliers of cooperation, reduce the unit of production costs and management costs.At the same time, you can use their own sales network of its own brand of goods to promote and promote the rapid access to consumer recognition.

2. retail enterprises themselves have good reputation and image. Own brand "in a sense that is selling retailers brand." Own brand strategy must be implemented in the retail business a good reputation and brand image for the At present, consumers tend to enter the store and then select the product, rather than outside the shop has been selected to buy their own products, that consumers choose the decision on the store is in the choice of brand decision or product selection Therefore, in the hearts of consumers which store the better the image of its purchase frequency and the purchase amount is also higher in the long-term business process, each retail business model, service concept and corporate brand in the consumer The mind will form a certain image, those reputable, well-known, honest and trustworthy retail enterprises to corporate brand-based development of its own brand of goods, you can put the company's good image and brand reputation into the goods, so that Consumers of the enterprise's quality service and brand reputation with its own brand of goods linked together, and then into their own brand of goods trust and loyalty.

3. With the high quality control ability.As mentioned above, 95% of the brand-name products of our own retail enterprises are adopting the way of outsourcing production. Therefore, it is very important to effectively control the quality of products to implement the own brand strategy of retail enterprises Retail enterprises only to ensure that the brand in the low price or the same price level of high quality, can be recognized by consumers.This requires enterprises to choose the manufacturer to consider each other's production scale, production capacity, corporate reputation, capital The second is to be able to implement the effective control of the quality of the product: on the one hand retail enterprises to rely on their own technical staff for market demand, design, development to meet consumer demand for goods; the other hand, to strictly supervise the production enterprises Production process, at any time to check the product of the indicators, send someone to accept or in-depth enterprise participation in management, to ensure that products truly meet market demand, in order to achieve retail enterprises and manufacturing enterprises win-win.

(B) suitable for the development of its own brand of products

1. Selection of commodity items

Owned brand is not a simple OEM production. Need to retail business Note that not all products are suitable for the development of its own brand, retailers must go through full sales data analysis and investigation, select those who can best highlight the advantages of this enterprise (1) the price is low, the brand awareness is not strong goods, such as hand sanitizer, soap, roll paper, etc., shopping malls through the promotion, etc.), shopping malls, shopping malls, shopping malls, etc. Means that the consumer's buying behavior can be affected because the customer is less sensitive to the brand of the lower-priced product, and the customer purchases the low-priced goods, even if the risk of dissatisfaction is low. (2) The higher the sales volume, the higher the unit cost of the enterprise's own branded goods, the lower the price, and the purchase of the high frequency of goods can make the store and the consumer frequent contact with each other to establish a good relationship with each other (3) low-tech goods.If the retailer chooses to self-processing its own brand of production mode, with the professional manufacturer Enterprises, whether in the image of science and technology or scientific and technological strength are at a disadvantage.If the use of commissioned processing model, the low technological content of the product manufacturers are relatively more, retail enterprises can easily find a partner, and the production process and products Quality of the implementation of strict control and inspection. (4) preservation, durability requirements of high quality goods, such as vegetables, aquatic products and dairy products, etc. Retail enterprises can make full use of such goods on the channel requirements of strict characteristics, high quality goods consumer.

2. The proportion of its own brand

Although retail sales of PB products can be a higher profit, but retailers in the development of their own brand of goods, should also be cautious not only in the choice of commodity varieties, the proportion of the product should be scientific and reasonable After all, the current Chinese enterprises, its own brand can not completely replace the manufacturer's brand, on the one hand, China's own brand of goods in line with the development of high visibility, good image of the large enterprise groups are also few, The risk of branded goods is too large, once the brand development fails, the enterprise will collapse completely.On the other hand, the sales manufacturer brand will increase the retailer's attraction to the customer, when a store lacks the famous manufacturer's brand, the consumer will lose to The store's interest in shopping, and switch to other stores.Therefore, for retail enterprises, when the development of its own brand products to determine the strategy, the implementation of the key lies in the proportion of its own brand products and manufacturers of products is reasonable The

To sum up, it is easy to see that its own brand is not only a symbol of the strength of retail enterprises, but also can cultivate customer loyalty to retail enterprises in the long run, in order to strengthen the regulation of goods, get rid of large suppliers , The development of its own brand will be the future of China's retail enterprises in a major trend.We can fully learn from the successful experience of foreign enterprises, from the low-end products to start, develop part of its own brand, consumers gradually accept their own brand, retail In the process of extension, we should pay attention to the requirements of quality and quantity, make good use of a single brand and multi-brand strategy, to avoid falling into the brand, and to avoid the problem of brand and other brands. Positioning fuzzy, brand image interference conflict, brand weakening and other brand extension of the trap.