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发达国家零售商对自有品牌的经营，获得了很大的竞争优势，并使自有品牌成为零售企业重要的利润增长点。在中国，虽然近年来很多中国企业已经关注到建立自有品牌，但是还仅仅处于起步阶段。面对中外零售企业存在的巨大差距，研究和探索自有品牌创建的理论体系和方法体系有着极为重要的意义。第一，就国内零售市场而言，对自有品牌创建的研究有利于实现差异化竞争，优化本土零售业竞争环境，为零售业态摆脱恶性竞争提供新的思路和方法。第二，在国际零售业巨头纷纷抢滩中国市场的情况下，对于国内零售企业本身而言，创建自有品牌的研究有助于国内零售企业充分利用自身资源，保持自身特色，增强竞争实力。自有品牌已成为一种全球趋势，其全球市场份额现已接近30%，而随着现代零售业在中国的蓬勃发展，自有品牌也正逐渐崭露头角，无论是零售商还是批发商都需要各种供应商资源，可谓是行业发展的良机。并且不断上涨的CPI，以及越来越多的成熟消费者正在形成的理智消费习惯，使超市物美价廉的自有品牌加快进入发展“黄金期”，因而为众多优质的制造商创造了符合时代潮流并且快捷的新途径。 Abstract摘要 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.#p#分页标题#e# 2.2 conducive to accurately grasp the market demand, formation characteristics, get a higher return on investment 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. 2.3 can lower commodity prices, price competitive advantage 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. 2.4 to master more autonomy Own brand strategy, the enterprise can through the collection, sorting, analysis of characteristics of consumers of certain goods information, puts forward the development of new products to design, choose suitable production enterprises to develop further production or to set up the production, quickly with the appropriate products for the customers, eventually within the enterprise with its own brand sales, gain market management initiative, but also won the price of the initiative. 2.5 conducive to the development of chain operation The development of private brand products for unified enterprise image and highlight the enterprise image is very useful, on the other hand, the expansion of chain operation, and contribute to the development of own brand products, make the scale into full play. Therefore, may say, the rise of its own brand and the development of chain operation is to promote each other. 3 SWOT analysis on own brand of retail enterprises in our country SWOT分析 In recent years, with the upgrade of retail promotions, industry profit space gradually decline, consumption Under the price, to constantly improve the promotion level of psychological expectations, price sensitivity. Own brand by Borrow the price advantage of low cost, good shelf and channel advantages, gained a good back at a relatively low investment Newspaper, has become the focus of some large retail. So, at present China's retail enterprises to implement their own products Brand strategy environment? The following analysis through SWOT method. 3.1 advantage analysis 3.1.1 price advantage Due to the low barriers to entry in retailing, greatly small shop will be fighting eating into market, snatching away The profit space, suppliers are also from the other end of the compression sales channels. In this competitive environment, retail industry as a whole The state of small profit, price war become most retailers in the competition to take the simplest and most effective competition Methods. Long-term sales promotion or price war not only damaged the interests of the suppliers, commercial enterprises own profit Level must be reduced, for the enterprise long-term development is very adverse. For retailers, has its own product development Brand, the biggest advantage lies in its low cost, and therefore has strong price competitive advantage, if the operation Well, it can make the enterprise get low price already, and have established the profits. Wal-mart, for example, the development of "Sam" Schoice coke, price is 10% lower than the normal coke, profit is higher than 10%, pin is second only to Coca-Cola in wal-mart stores. 3.1.2 channel advantages Own-brand products distribution, in a way similar to the direct selling enterprise of product variety, price promotion has greater autonomy. Under the buyer's market pattern, consumers become scarce resources. Because retailers at the forefront of channels can be close to and with the target market customers, at the same time for the supply of goods have more choice of goods, manufacturers to retailers dependent increase, add to the retailer's authority. Runoff is the terminal retailers with the advantages of the channel, the own-brand products can be in the best way to promote to the market. 3.1.3 differentiation advantage of enterprise management Retail competition at the present stage in China is one of the most important reason is the low level of competition in homogeneity Everyone runs the same or similar goods to take the same promotion price positioning In developing stressed instead of one-stop service Led to the lack of operational characteristics between each other Retailers think Consumers can buy manufacturer branded goods at any place But only in their stores to buy their own brand goods retailers through the development and management of distinctive own-brand products can highlight the business characteristics Implement differentiation marketing. AC Nielsen, a research firm, according to a study of the consumer to a retailer's loyalty is very low, and the main reasons attributed to the stores don't have enough differences between types. Can develop their own brands, the character of large-scale retail enterprises according to the demands of consumers and the product life cycle, on the management of goods for flexible adjustment, forms the enterprise product differentiation characteristics; To "dislocation competition" instead of "positive competition", for its operation to avoid the same competition. Because of the unique characteristics of own brand products can only buy in specific retail stores. Which not only make the retailer's products constitute a more fulfilling, and with the help of the own brand import, further strengthen the retailer's brand image in the consumers' mind, form a differentiated brand recognition, so as to cultivate and enhance the consumers loyal to the store. 3.1.4 promotional advantages Control sales directly to the end because retailers, it can not pass any competition can get the best shelf location and area, will own brand products the most strikingly presented to consumers, and ensure timely delivery. In the supermarket, for example, stores in shopping bag printed separately have brand name of commodity for special promotion, make consumers will naturally the goods brand associated with the retail store. 3.2 disadvantage analysis 3.2.1 the lack of marketing ability 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. 3.2.2 innovative difference 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. 3.2.3 prone to quality problems 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. 3.2.4 consumers' own brand awareness is not high 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. 3.3 opportunity analysis 3.3.1 economic and competitive environment to promote the emergence of private brand With the development of market economy, our country has formed the consumers as the leadership of buyer's market. In this situation, The amount of excess production capacity of large manufacturers, struggling manufacturers as well as many Small manufacturers. The manufacturer's dilemma for retailers to develop their own brands provides a golden opportunity. In addition, the current our country commercial behavior is not standard, still on the market are still filled with all kinds of fake and inferior commodities, and many can be real ones. To this, the general consumer often concerned when shopping. Customers to some well-known shopping malls, supermarket shopping, often is to spend money to buy a rest assured. Especially in the case of the overall food safety situation is not optimistic, chain supermarket has become the most trust of consumers shopping places. This recognition for own brand consumer provides psychological conditions.#p#分页标题#e# 3.3.2 rainfall distribution on 10-12 domestic retail sales continue to grow stronger, to implement private brand is ready for the organization "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. 3.3.3 social excess capacity, which provides the implementation of the strategy of retailers' own brand and assurance of production capacity 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. 3.4 threat analysis 3.4.1 track the threat from the traditional brand manufacturers 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. 3.4.2 from the threat of foreign retail enterprises of own-brand products 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. 4 the retail enterprises in our country has its own brand development present situation and existing problems 我国零售企业自有品牌发展现状和存在的问题 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. 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.
5.1 products of own brand strategy
Product strategy is the core of marketing 4 p combination, is the price strategy, distribution strategy and promotion strategy. The center of the product is the enterprise production activities. Therefore, the product strategy is the pillar and cornerstone of the enterprise marketing activities. From a product category below and product brand and product packaging three aspects to discuss product strategy of our country's retail enterprise own brand development.
5.1.1 product category strategy
Although there are a high potential in the development of own brand of profits, but not all the goods are suitable for developing their own brands. Retailers in
(1) the unit price low. Sales at prices as a unique selling point, the price as the core factor to attract customers to buy such goods. For customer's preferences is not strong, the function feature a single commodity, when consumer is choosing the general price of the product more attention, in addition to the price factor without too much consideration, such as paper, towels, laundry detergent, laundry soap and other daily necessities or commodities such as food, retailers can take some promotion, it is easy to affect consumers' buying behavior. For goods such as film, cosmetics, brand awareness is very strong, consumers tend to buy specified goods, retailers develop own-brand products is hard to get consumer recognition. Own brand goods stores marketing is the key to impulsive purchase, for goods unit price is low, consumers think that the risk of a trial order for small, willing to buy and try, thus through the use of to decide whether to buy again; And for the high unit price of goods, because the trial is not satisfied with the cost of purchase and other brands high, consumers purchase decision is more discreet, tend to purchase the traditional brand manufacturers.
(2) the low-tech mass consumer products technology content is not high, do not need special expertise, consumer easy to identify the true and false quality, such as clothing, food, beverage, and household items, stationery and so on. And a strong technical goods most retailers do not have the development strength of these goods, second the goods brand loyalty generally high, not easy to change consumer buying attitude, three is the goods often need powerful after-sales service force, it is the retailer's weaknesses. The development of the retail brands itself also proves this point. In
(3) the high degree of short shelf life, preservation of goods. For such goods, the retailer can with good reputation as a guarantee, using the advantage of short channel offer real goods in a timely manner to the general consumers, the characteristics of the fresh products play out, as many stores of fresh area now have a lot of goods is own brand business, such as bread, vegetables, fruits, quick-frozen products, etc.
(4) supplier resources relatively abundant goods. Supplier resources, be helpful for enterprises to find a suitable supplier, but also to enhance the bargaining power with a single supplier, it is not easy to be controlled by a single supplier. Such products have orange juice, chocolate pie, oatmeal, dumplings, wonton, leisure food, clothing and so on.
(5) low brand loyalty, buy the goods of low frequency high commodity brand loyalty, by conducting appropriate retail marketing, consumer easy betrayal of the original brand choice and select retailers' own brand. To buy the goods of high frequency, quantified by quantitative sales and procurement, reduce production cost, achieve the purpose of the own brand goods sold; In addition, consumers to buy a high frequency high frequency is also affected by the retailers' marketing strategy, so easy to give up the original target brand, impulsive purchase behavior.
5.1.2 brand strategy
After the enterprise determines the own brand strategy, it is necessary to combine the consumption habit of the target market and consumer psychology to determine the brand name, make the goods can be consumers to accept with pleasure. When determining its own brand name must be note: in the retailers' brand system, the enterprise brand is the leading role, therefore, brands must proceed from enterprise brand positioning, reflect the enterprise brand connotation and concept, help enterprise brand to create value, the formation of brand together, thus to strengthen the enterprise brand image, to obtain a competitive advantage. This means that the retail enterprises in the enterprise should be paid attention to when designing own-brand products style combined with the characteristics of the products. Retailers can choose enterprise original brand as its own brand name, such as "hualian" fresh "lianhua" series, paper, "Watson" distilled water, etc. Can also create new brands, many multinational retailers for the product series with different brands name, such as "GB" is a group of its own food brand, "Harmonie" is a brand dedicated to home textiles category.
(1) brand to follow strategy
Given the market's fierce and competitors too powerful, the big supermarket chains of some weaker can use the proper brand to follow strategy. Brand followers to borrow a strong brand, strong radiation and derivative effect, so as to strive for new customers, and maintain a satisfactory market share. For example, the mobile phone MOTOROLA C115 after factory with suning 15 anniversary logo in the suning chain, this "stick a card" was the first in the industry, this batch of "branded" straight for machine MOTO is specifically designed for suning 15th anniversary celebration of a special gift, su ning the national order of 50000 units, and sales at below one thousand yuan of special offer unlimited, and finally achieved good sales performance.
(2) the own brand strategy
In terms of product innovation, and then with differentiated brand marketing, is a large supermarket chain, cut into the market and development important way. Thus, while the cost is very high, under its own brand name still has a lot of big supermarket chains to choose the strategy. Large chain supermarket through have a successful, under its own brand name can increase and bargaining chip maker, is more dominant in distribution channels. Such as wal-mart has great value, court, concise, sports source such as brand, covering food, furniture, clothes, shoes and other categories. Wumart has "give you province", "west east spinning weaving", "good food" and "appropriate" and other brands. And these are under its own brand name development better.
5.1.3 packaging strategy
Containers and packaging, the product is external bandage, is an important part of the product strategy, has the recognition, convenience, landscaping, value-added and promotion, and other functions. Packaging meaning has two aspects: first, the packaging is for product design, production of the binder activity process: second, the packaging is refers to the binder. Generally to postoperative, commodity packaging should include the logo or brand, shape, color, pattern and material elements, etc. Product packaging is one of the important influence factors to stimulate consumer purchasing behavior. At present,
(1) similar packaging strategies
Similar packaging strategy refers to the enterprise production and operation of all the products, to adopt the same or similar in packaging appearance, color and so on common characteristics, is the consumer by similar packaging of these goods is a product of the same enterprise, has the same quality level. Retailers to its own brand products of same series, USES the brand with well-known manufacturers in the packing, similar color and similar design characteristics in common. By using this strategy, can make consumers form of own brand products have a preliminary impression, easy to stimulate their buying behavior, also can reduce the cost of packaging design. And can make full use of the enterprise has good reputation, help to eliminate consumer distrust of new products, which is conducive to the sale of own-brand products.#p#分页标题#e#
(2) supporting packaging strategies
Matching package is favourable policy values enterprise will focus on product portfolio within the unified packaging. But with different types and specifications related products in the same package, so that we can save time, convenient for consumers to buy, carry and use. For its own brand goods sales. Such as, sell series of cosmetics packaging together, is the typical form a complete set of packaging.
(3) add gift packaging strategies
Bonus items in the container, in order to attract consumers to buy. Throw in packaging not only can stimulate consumer impulse buying, and can make some sales of the products have the opportunity to try to promote consumers to buy further.
5.2 own brand pricing strategy
Most retailers own brand goods with "low price" for the pricing, especially large chain supermarket own brand in our country is still in its early development, the low price is the main factor to attract consumers to buy. Suggest the competition oriented pricing method is adopted, and below the average price level strategy choice.
First, use the competition oriented pricing method, a large supermarket chain, is adopted to follow pricing, need not calculate the consumer demand curve, such as price elasticity index, which greatly saves resources of large supermarket chains.
Second, take less than the average market price of pricing can stimulate consumer impulsivity, half an impulsive purchase, and brand switching behavior. And because the development of the private brand retailers' profits in the original post, the channel profit, logistics, on the basis of the new profit source, profit of supply chain, thus below the market price of pricing strategy is feasible. In the current upward pressure on prices in a larger background, the level of own-brand products found nowhere to go. TESCO, lotte, wumart, wal-mart and other large chain "own brand" goods of category and quantity increase significantly. In providing customers with lower prices at the same time, also be profitable supermarket technique. For consumers, supermarket own-brand products bring the most direct interests, is the low price. According to some stores, were introduced from the aspects of own-brand products prices generally is the lowest in the same product category, than mainstream brand goods discount 10% to 20%. These goods are usually display beside the mainstream brands, and will be on the shelf with obvious signs. These private brand goods because of the low cost advantage and the position of the obvious, tend to attract more consumers to buy. For retailers, own-brand products has become the important means of attracting customers, because it can save cost of advertising and replenish onr's stock of the intermediate links, and so one of the important means of chasing the high profit margins for retailers. Can be seen from the development of some retail giant, the position of own-brand products in the business is also very important. Data shows, wal-mart in the world each year more than 30% of its sales, 30% of all profits from its own brand.
5.3 display strategy of brands
Channel strategy is one of the marketing mix strategy. It is the same as product strategy, promotion strategy, pricing strategy, and companies can successfully the product into the market, expand sales, an important means of enterprise management goals. Is the retail merchandising strategy of enterprises in their stores. Own brand is the primary channel of distribution, that is, only manufacturers, retailers and consumers distribution form of three links. Retailers are dominant in the distribution channel, and it can make full use of their own advantages to stimulate sales of own-brand products. Retailers can adopt the mode of the pile head or setting up own brand zone method to attract consumers' attention, and to stimulate buying. The pile head is in the supermarket shelves on both ends of the key position, such as specially designed focused sales a main commodity display mode. And set up own brand zone, usually used for apparel goods on display.
Display shelves are also ways to retailers use their own advantages selling their own brands, mainly can be divided into following type display, support type into a column and vertical display shelves three ways.
First follow type shelf display refers to his own brand series of products and the related category of well-known brand manufacturers products on display. This is merchants in order to improve the own brand series products of frequency and the strategies used by quality association degree. The second support type is own brand products in consumer eye contact are the most frequent location of gold, and the manufacturers brand product on the shelves position relative to see. This can largely improve consumer impulse buying low risk of own brand products. The third is to use a single vertical shelf displays own brand, also is to set up a special shelf area, from high to low all shelf space, only used to display the supermarket own brand of a single or series of goods, such as lianhua supermarket in sales "lianhua" series is used when bread is this way, is also a good way to stimulate consumers to buy impulse.
5.4 own brand promotion strategy
Retailers, flexible use of sales promotion combination method is very important to improve sales. Unlike manufacturers pay attention to a wide range of to promotion, retailers' own brand promotion of core is to mobilize all stores leading marketing resources, outstanding sales promotion core points, thus contributing to the buying behavior of consumers. Is the purpose of promotion, stimulate consumer purchasing desire. To guide the consumer, so as to expand sales. Retailers of own-brand products sales promotion can be combined with the advertising, personal selling, business promotion, etc.
5.4.1 the advertising
Advertising as a kind of information, it is the most widely used in enterprises in the promotion of promotions. With the manufacturers brand product of the mass media Advertising, large chain supermarket is more of using selling Point Advertising (POP, Point of Purchasing Advertising). Using their own advantages in the store posted a sharp own-brand products advertising, and cooperate with market price promotion and display strategy use, maximize the introduction and promotion of own-brand products to consumers. Such as Watson's store shop can see magazine style shopping guide, introduces characteristics of various commodities, price, etc., to facilitate consumers to understand at the same time, also is a kind of advertising promotion.
5.4.2 personal selling
Personal selling refers to the enterprise sales people to sell directly to the customer USES a sales promotion of goods and services. In pushing the sales of some own-brand products such as fresh food, beverage, retailers can use personnel promotion, try, try drinking activities. By the sales staff to consumer products, and let consumers try to eat or drink in person, to reduce consumer mistrust of the products, and promote the purchase.
5.4.3 business promotion
Business promotion is in a large target market, early in order to stimulate the customer's requirements and to quickly produce purchase behavior of a series of short-term sales activities. Business promotion targeted, irritating, timeliness, so it's own brand product promotion is effective method. It is important to note, however, business promotion, as a very active promotion, objectively there are spending big, easy to cause psychological customers suspected deficiency, such as improper use, easy to make sales in a passive situation. Therefore, large supermarket chains in using business promotion way to own brand product promotion, must be the right choice on the specific ways to promote business and effective use, only in this way can we achieve the desired effect.#p#分页标题#e#
Through targeted business promotion, can stimulate consumers try to purchase private label products. Big supermarket chains for their own brands of business promotion in different ways, the common ways are free samples, coupons, discount sales, point of sales, sweepstakes, gift sales, contests, packaging, promotion, demonstration exhibition, refund preferential treatment, installment sales, product assurance, consulting, etc. In actual sales activities, a variety of ways above can achieve the same purpose, but as a result of each kind of specific way all have their own advantages and disadvantages, and adapt to different conditions and budget, and must therefore be thorough investigation and study, analyzing the status quo of the promotion object, and predict market conditions to select the relatively best business promotion way to carry out promotional activities. To sum up, large chain supermarket in our country is still in the early stages of its own brand marketing, marketing strategy is the core of inspire impulsive purchasing behavior of consumers. At this stage, low prices, supportive, and follow the display shelves, prompt consumers to "try" sell promotion is the retailers are the main marketing tool. , of course, with the improvement of own-brand products sales and the increase of the consumer cognition, retailers own brand sales in China will enter the relatively mature stage, the marketing strategy of the center will also be gradually transferred to the natural distribution and everyday parity is the core of retail marketing. Conclusion结论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. |
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