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大型零售企业的优势集中体现在其收集消费者信息能力和营销能力上, 他们直接面对消费者, 能够迅速了解市场需求动态,把握消费者的消费需求，并及时做出相应应对措施，生产并销售消费者需求最旺盛的产品，从而获得更高的投资回报。现代电子计算机技术在零售企业中的广泛应用使这种优势更加明显。
自有品牌商品内部销售, 借助自己长期形成的商誉资产,省去了大量广告等宣传费用;自己生产或定制生产自有品牌商品,进货不必经过中间环节,节省了部分流通费用;自有品牌商品,商家有制定价格的主动权, 同时消费者在购买时无法在不同的卖场进行品牌比较, 不受价格折扣的影响。
Background背景
The advantage of the large retail enterprises embodied in its ability to collect consumer information and marketing ability, they directly to consumers, dynamic, able to quickly understand the market demand to grasp the consumer demand, and make corresponding measures, timely products production and sales of consumer demand is the most exuberant, so as to get a higher return on investment. Widely used in modern electronic computer technology in the retail enterprise make this advantage is more obvious.
Own-brand products inside sales, with the aid of the business reputation formed their long-term assets, save a lot of advertising and other promotional cost; Their production or custom production own-brand products, stock don't have to be through the intermediate links, saves part of circulation cost; Own-brand products, merchants have set the price of the initiative, at the same time, when consumer is buying cannot in different stores are compared, and the brand is not affected by the price discount.
Performance of the enterprise organization production experience in capital operation of the brand management and the order of OEM enterprise business relations, etc. To enterprise's marketing ability put forward a new test, retailers after the implementation of integration, in the choice of suppliers, the cost of lack of experience on the trade-off between price and quality. On the extension of commodity varieties, how to provide more variety of choices, and how the private brands manufacturers optimal matching between brands, deserves further research. Retailers in addition to the signature type has its own brand, own brand identity, symbol, sign in with manufacturers competition facing great difficulties, most innovative brands is far less than the manufacturer brand. Reason is that most of the retail no strength is very strong r&d team, so it's hard to do support all the research and development of the brand. Retailers generally lack of product design and quality control and technology professionals, it is difficult to market survey forecast and on the basis of product design and development, but also to the OEM enterprise qualification certification and technical level; Deregulation in the process of production and processing, which is difficult to guarantee the quality of the product. Consumers a preliminary understanding of own brand is still in a low price low-quality level. Combined with many own-brand products would not like a manufacturer brand through extensive mass media marketing. Consumers' own brand awareness is not high, change the consumer buying habits will need over time, retailers due to quality control does not reach the designated position, case of own brand products attract consumers quality complaints from time to time. Such as auchan supermarket travel.like flower shampoo hair loss events caused by the consumer, Beijing wumart unqualified food hygiene and other negative reports on adverse effects of the fame of the enterprise, resulting in a decline in consumer's perception of own-brand products. The amount of excess production capacity of large manufacturers大型制造商的产能过剩 "11th five-year plan" period, the domestic retail enterprises face the complicated and changeable situation both at home and abroad, enterprises adhere to satisfy people's consumption demand as the starting point, and continuously explore and innovative marketing mode, to promote the transformation of development mode, and made remarkable achievements. During the period of "11th five-year plan" national total retail sales of consumer goods grew by an average of 18.1% a year, and become one of the fastest growth period since the reform and opening up, in 2010 the national social total retail sales of consumer goods has reached 15.7 trillion yuan, including 13.6 trillion urban implementation of retail sales of consumer goods, rural retail sales of consumer goods reached 2.1 trillion, respectively, compared to 2005 increased by 1.3 times and 1.1 times the average growth of 18.4% and 16.5%. In the first five months of 2011, the stable growth of China's total retail sales of consumer goods, a total of 7.1268 trillion yuan, up 16.6% from a year earlier. Competition leads to evolution, in the fierce competition, many large retail business, with its high-quality products and perfect service in consumers mind gradually establish a good image, the consumers always to "trustworthy shop", "trustworthy" shop to go shopping, so these powerful big stores, shops or old became places frequented by consumers. Have loyal customers and good reputation as a guarantee, the implementation of the own brand already took a key step. There are many small and medium-sized enterprises in China, due to its strength is not strong, and many other restrictions, they are more willing to with the retailer has a good reputation and profit space cooperation, to provide production and processing services, and even some medium 2, level 3, due to its own distribution channel not free, are willing to cooperate with large retailers, to provide some or all of the production capacity. Like summer into the milk to be a partner with carrefour supermarket with carrefour labeled milk. As the mainstream of a family of brands, manufacturers brands will inevitably produce the main threat to own brand. Own-brand products into the market with the attitude of a new product, is bound to have a consumer understanding, acceptance, accept purchase psychological process. Retailers must through the appropriate price, quality positioning breakthrough with shelves advantages for the consumers of eyeball, only to cost-effective for consumers to buy, from the early price into competitive advantage through effective brand management for consumer acceptance. Some items in manufacturer has established a strong brand in the industry, after years of market baptism, they have built up strong brand assets, customer loyalty is higher, retailers if into certain commodities of these industries will face high barriers to entry, such as the pressure of competition, commodity sales promotion expenses, plus their financial strength has no obvious advantage, lack of brand marketing experience, credibility and reputation in the eyes of consumers is limited, it is difficult to compete with strong manufacturer brands. Although the domestic retail enterprises through the expansion of recent years and mergers and acquisitions, made a long-term development. But in the scale of capital, management compared with foreign enterprises, the gap is bigger. Such as Shanghai one hundred per 70 billion yuan with the international retail sales giant aircraft carrier sales of billions of dollars. Foreign retail enterprises in the application of own brand strategy to start earlier, has a mature experience. And the landing of the multinational comprehensive supermarket chain at home, in the wal-mart, carrefour, tesco, bofeng lotus, metro with profound background in multinational company, have launched their own brand products at home, set a good image, it is understood that Shanghai carrefour in 1998 to set up their own brands, the Shanghai metro also introduce brands in the same year, Shanghai bofeng lotus (institute) in 1999 to set up their own brands, rt-mart, tesco, easy to buy, century lianhua also launching their own brands in similar time. These retailers are at a very early age will launch a variety of brands in China, until now has been fully mature, it will bring great threat the retail enterprises in our country. The large retail enterprises in our country in recent years as developing rapidly as "spring". China's large retail enterprises to develop into a new stage. 2005 retail industry in our country, especially in large retail enterprise development environment with great changes: one is the increase in the consumer market and stable growth trend in further strengthen, 2005 retail total actual growth 12%, growth rate and growth, is the highest since 1997; 2 it is on December 11, 2004, China's retail industry fully open to foreign, foreign retail enterprises in speeding up the rate of expansion; Three is the national training policy measures to support the development of large circulation enterprises, into the implementation; Four is the "thousand village township" project, for some of the large retail enterprises to enter or expand the rural market has created a new opportunity; Five is the specification and to promote the development of retailing the formulation of the relevant laws and regulations issued or to enter our country to the founding of the "hottest" period, the relationship between China's retail industry development environment of the new change, promote the large retail enterprises of our country has entered a new stage of development.#p#分页标题#e# Top retail enterprise in our country in 2005, after years of continuous growth, on the basis of the scale to continue running forward top retail enterprises in our country commodity retail sales accounted for the proportion of China's total retail sales of social consumer goods by 10%. This marked the large retail enterprises of China's retail industry leading position in China has been initially formed, for China's retail industry, circulation industry and even our country its role in economic development has entered a new period. The rapid development of the retail enterprise is preliminary already have the requirement of developing their own brands, which laid a foundation for developing their own brands. As the only global brands market nonprofit organization, the own brand manufacturers association (PLMA), in 2010 the international supermarket and own brand exhibition a toehold in China, with the Shanghai international procurement center co., LTD., hand in hand to create global retail brands products exhibition in Asia. For Chinese suppliers and retailers to build a bridge of own brand industry, promote their own brands in the new development of China's retail industry, improve the own brand's market share in Asia. And achieved a complete success! Gain numerous unanimous favorable comment of suppliers and retailers. In December 2011, 7-9, the second annual global retail brands products exhibition was held in Shanghai, world trade mall in Asia. Attracted a total from 18 countries 151 production-oriented enterprises and 3188 buyers throughout the country the enthusiasm of participation. Set the booth 243, overseas exhibitors have a total of 30%. In December 2012, 12-14, the 3rd global retail brands products exhibition in Asia will continue to be held in Shanghai mart, there will be more and more buyers and suppliers, and the exhibition will further expand the scale. In general, the retailers own brand in the rapid development of our country, but because of the retail industry in China started late, own-brand products in the mid - 1990 - s to appear in the domestic retail enterprises. Own brand development of retail enterprises in our country is still in a groping stage. The retail enterprises in our country has its own brand development mainly appeared the following a few questions. Because the sizes of retail enterprises in China, only in a few large supermarkets have their own brands of goods, but the quantity and the supermarket own brand design system operation quantity compared to appear insignificant. On the contrary, in British and American supermarket, British supermarket own brand accounted for 30% of supermarket goods sales have accounted for 45% of its sales in the UK supermarket, own-brand products has become synonymous with "high quality and low price", the British and even this, "to see the supermarket is good, count how many brands". In the United States, own brand has its own brand of goods also accounted for 40% of all goods, and the share is on the rise, but it is an obvious fact that own brand in China is far from being developed. According to the survey, Chinese consumers to own brand awareness is relatively low, and in the past month have bought their own brands to only 15% of consumers. At home in addition to hualian, lianhua, such as a few businesses have a certain number of own-brand products, the majority of merchants is not aware of the role of the private brand, or are aware of no effort to develop. The quality of the goods货物质量 At present, the difference of the quality of its own brand of retail enterprises in our country is big and unstable. Some better quality, even higher than the same kind of famous brand, but there are some varieties of poor quality, not a stable image quality. Lead to some consumers lose confidence on retail enterprise of its own products. Own brand of food more serious quality problems. Repeated outbreaks supermarket own brand goods quality problems of scandals, such as selling expired processed foods, sales preterm milk or yogurt (expired food tear the new label on the label), sell contains four claws grilled chicken (the inner packing); In Beijing, quality inspection bureau in to test the supermarket sales of food, also found that the quality problems of its own brand. In order to one-sided pursuit of sales, many brands of Chinese retailing marketing already in the myth of inferior quality and cheap. Ultra-low prices of own-brand products has become a major supermarkets for the assassin's mace of consumers. Although own-brand products prices are low and tends to be in the conspicuous position, but the majority of consumers of such goods are not sold, consumers fear of quality is close to the main cause of own-brand products. Research has shown that consumers buy supermarket own brand to have a high degree of price sensitive But the quality of low sensitivity, instead of consumers to buy the manufacturer brand is sensitive to the price level is relatively low, but the quality of the sensitive degree of relatively high. To develop their own brands lack of talent开发自己的品牌缺乏人才 Own brand goods are often on the scale of format design is different from other brands, it is the enterprise according to the needs of the consumers of the self-developed design commodities, commodity inspection work in the past are conducted by manufacturers in our country, the retail enterprises only when testing a commodity warehousing check review, which requires the enterprise with a certain amount and level of product development and quality inspection personnel, they can make a market investigation and prediction, and according to the market feedback information, product development and quality inspection to ensure product quality. Before the Chinese retail enterprises in the development of own-brand products, management is still not too seriously. Management of own brand development mode has not yet formed, the structure is loose. Own brand operation should also have their own brand development department, and in the form of the project team work. The operation team should possess professional brand design, market research analysis and decision, planning to market the products of strong professional, identification of supply chain management and so on comprehensive ability. The person of this type belongs to the operational personnel. The retail industry in the majority with management, however, the relative lack of operational know-how. So talent shortage is one obstacle restricting the development of the retail enterprises in our country has its own brand. Foreign retail giant's own brand is successful, the key lies in their huge sales network, there are more than 3000 chain stores such as wal-mart in the world, with annual sales at the levels of more than $2000. Such a huge sales network and strong financial strength, can we truly achieve mass production and mass marketing. Although the scale of retail enterprises in China has developed rapidly in recent years, but there are still a distance from real play scale effect. Table 2 shows that foreign retailers own brand varieties quantity than Chinese retailers. Not only that, foreign retailers is rich in their own products category. From food to textiles, breed of design and color is quite complete, even extended to the high technical content home appliance field. While Chinese retailers' own brand mostly concentrated in the low end consumer goods such as fresh food commodity and cleaning supplies has the characteristics of low value monocultures. Compared to wal-mart, Watson of the large retail enterprises of China's retail enterprise to create their own brands still in the stage of exploration and practice. Difficult to achieve economies of scale. According to a questionnaire for purchase of supermarket own-brand products consumers showed that only 7.4% of customers are more likely to buy their own brand of goods; 25.9% of customers choose the manufacturers to buy brand goods; While most of the customers have not necessarily attitudes (66.7%) (nie tie li, 2005). Although the Chinese consumer's perception of own-brand products is low, its own brand in the consumers' mind has not yet formed the brand effect, but also can see their own brands have a broad market, to be exploited, the prospect of China's development of its own brand. The so-called brand marketing mix strategy refers to the retailers to develop their own brands of product, price, channel, marketing strategy such as the use of the comprehensive coordination. Through its own brand marketing strategy, make the enterprise provide marketable products, quality and cheap, characteristic, the consumers and human nature, the emotional service, so as to improve the reputation of retail enterprises. From the traditional perspective, the consumer brand marketing combination contains 4 p: Product (Product), the Price (Price), channel (Place), Promotion (Promotion); And own brand marketing has its own unique 4 p: Product (Product), the Price (Price), display (Presentation), Promotion (Promotion). Conclusions and recommendations结论和建议 China's retail industry is developing at fast speed, at the same time in developing faces fierce business competition, profit margins and sales space were unprecedented. Own brand strategy to create differentiated competitive advantage for the enterprise, make full use of their intangible assets, the improvement of retail environment, profit is the source of enterprise core competitiveness. According to the characteristics and status quo of the development of retail enterprises in China, and puts forward the following conclusions and recommendations. (1) the Chinese retail enterprises need to incorporate the own brand strategy in enterprise development strategy. Own brand strategy is a huge systematic project, which will require a certain enterprise the long-term strategy of manpower and material resources give full support.#p#分页标题#e# (2) the own brand strategy reflects the operations from tangible assets to intangible assets operation, brand management combined with the enterprise the management activities. Retail enterprises in China need to marketing concept throughout the whole process of own brand strategy, to strengthen enterprise scale strength, marketing ability, and through the enterprise personnel training and enhance the level of information management methods to strengthen the internal construction of the enterprise. (3) the Chinese retail enterprises in establishing the correct own-brand products, on the basis of market positioning, need to the formulation of science including product, price, channel, communication has its own brand marketing strategy combination, to ensure the effective implementation of the private brand strategy. Due to the foreign experience in retail brands development, history is long, and in many parts of the world has a successful experiment, so the author suggests Chinese retail draw lessons from the foreign retail industry has its own brand strategy, improve China's retail business. Watsons, health and beauty products is the world's third largest retail group, is also the largest chain of personal care products in Asia. It was founded in 1828 by a British man (A.S Watson) founded in guangzhou, will expand into Hong Kong in 1841. In 1981, the Chinese's richest man li ka-shing's hutchison whampoa watsons to buy. In April 1989, Watson open mainland first store in Beijing. Development up to now, Watson in the global number of stores was super five thousands, sales more than hk $, operates in more than 40 countries and regions such as Asia, Europe, Watson always pursuit is to make consumers through the identification of the corporate culture to produce brand loyalty. Its personal care store to "explore" as the theme, and put forward the "Health, beauty, happiness, Health, Good, Fun) three big idea, deeply consumer's approval. And Watson's own brand products by the reliable quality and good price "household" in the consumer. Although Watson of their own products to improve its profit margins, but these products do not impress consumers, create brand loyalty is confined to a few star products. By the analysis of watsons brands exist the following problems: (1) the development of its own brand of some product quality is not good: with the improvement of consumer demands for quality of care within the scope of the ability they tend to choose brand products; (2) has its own product publicity is not in place, many consumers don't understand Watson own-brand products, also do not know the star products of special efficacy, promotion alone is unable to increase the understanding of the consumers for their own products and cognition; (3) cannot produce impulse purchase for the first time: consumers for some products have been produced brand loyalty, habitual buying this part of people like, don't like to try new products. (4) has its own product brand effect is poor: relative to the watsons brands, most consumers are more inclined to choose brand. Their own products brand foundation is not firm, if not more publicity, establish public praise, may cause brand overdraft, struggling for development. By importing the modern management concept and marketing strategy, the li ka shing is changed decayed for magical to watsons become the world's leading personal care products, beauty, health industry giant. Among them, the watsons to own brand marketing is more successful. Its marketing strategy mainly has: Due to the research, development, production outsourcing to professional skin care products manufacturers, Watson only responsible for the marketing activities, so its own product cost is low, prices are more affordable. At the same time, the target customers of watsons located in 18-35 years old of young women, it is clear to this part of the group are not sensitive to price factors, more care about is the pursuit of personalized and self satisfaction, and according to different types of products, Watson takes a different way of pricing. Less popular product pricing, and word of mouth or star products, such as collagen, bird's nest series, price moderate. Master brand McGoldrick said: "for its own brand positioning is not clear is not likely to be successful, but the location is not necessarily on the basis of price, if the difference between a private brand and other brand is just the price, it will disappear soon. Through their own brands, Watson can timely, accurate, direct understanding of consumer demand for goods of all kinds of information, through the analysis of sales data and can well understand the demand of consumer preferences, and ongoing new product development. The rule of its product development mainly include: 1, choose some special properties of the product (no other brand or high prices), such as: ossein, bird's nest series; 2, choose some imitation products, dosage is large, price concessions, such as: shampoo; 3, the development of unique products, such as: fruit juice, Sir. On the development of own brand strategy for the paper products, Watson captures the high-end market, on the quality and design at high cost, and profit is obvious, according to a survey, many consumers believe that Watson's flexibility, soft tissue, do tissues than professional manufacturers, and the price is reasonable, the overall feeling is content to consumers. Watson promotion mode make consumers feel refreshing. Its characteristic is frequent, striking, can give consumers leave deep impression. There is a concept called exposure in consumer behavior, is the first step in the consumer information processing, Watson through purposeful and conscious exposure, caused more attention to the consumers. Its main way of promotion: buy one get one free, buy to send, price, and quantity does not increase, etc. Membership card is also an effective way of promotion, membership means more rich, more timely information and a more attractive price. In each sales promotion activities, occupy a big proportion of the private brand products, consumers and other brand products are compared to the feeling of their own products have low, resulting in a impulse buying and buying behavior. It is worth mentioning that in recent exposure to watsons questionnaire, found its promotion design very carefully. Was originally a survey about shopping habits, but in seventy questions, unexpectedly nearly ten questions involve it into its own new products, and the problem directly, such as "have you ever heard of watsons rose moisturizing series?", if you choose no, it will prompt you to open a link to learn more about points. Watsons store 25% of the space is left to their own brands, are very conspicuous and eye-catching areas. Put a lot of goods will be repeated, increasing exposure and attention. In addition, Watson will feature products on the shelves of best, attract the attention of consumers, and imitative products with mock objects are put together. Over the past two years, Watson in personal care products sales accounted for 21% of the market share of own brand varieties by the initial number of more than 200 product categories, the rapid growth is far more than 1, 000, its own brand products with reliable quality and good cost performance won the watsons Chinese consumers more recognition and trust. A wide range of consumers is based on Europe and the world famous the important condition of own brand development success. Domestic retailers to own brand development, the primary concern is the recognition of the customers. A way of commodity by retailers brand or brands, mainly depends on the popularity of high and low. High-profile brand more conducive to product sales. Good reputation is the precondition of retailers' own brand strategy and inherent advantages. For a long time, Watson actively carry out social marketing, the enthusiastic support of social public welfare undertakings, fully embodies its social responsibility, it set a good image for the enterprise, won a good reputation. The success of retailers' own brand strategy must be based on the large-scale operation and broad sales network. In this way can enterprise attracts production enterprises with large order cooperation, reduce unit production costs and operating expenses, popularizing and using its broad sales network, various advantage can give full play to their own brand products. Launching their own brands to take bigger risks, due to a variety of products share a brand or a few brands, any kind of goods problems will be more or less damage to other commodity credibility. It to retail enterprises in product quality, service level, higher and more strict supply ability, etc. Retailers into production at the same time, as the main body of marketing activities, its risk is correspondingly extending from production field to circulation field, which requires retailers have strong ability of marketing management, public relations, and grasp the market. Retailers' own brand goods on retailers developed the brand name as the main body, the development, marketing ultimately borne by the retailer itself, completely, that to the retailers in the product development and design ability put forward higher request, must be able to understand the customer's requirements and their changes, designed by consumers love. In the process of implementation of own brand strategy, the familiar with watsons market put forward the development of new products design request, the product design and development of product project development cycle is short, less risk, lower product development costs. Multiple vendors to greatly reduce the risk of shortage, stable supply source. Own brand competition should highlight the characteristics of "high quality", playing good ZhiLiangZhan. Practice has proved that the choice of consumer is more and more mature more and more rational, can only is a real advantage, low price high quality competition focus on quality rather than price eventually. Total quality management to customer oriented, customer need as the guidance to guide the production, the quality of management. It requires the full. All-hands not only includes all members of the retail enterprises and production enterprises, but also outside the enterprise and the enterprise product quality related other organization or person, such as raw materials suppliers and product distributors, everything together with the product concerned to participate in quality management.#p#分页标题#e# |
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