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How to build its own brand retail


Retailers own brand strategy is the retail business through the collection, collation, analysis of consumer demand for goods characteristics of certain types of information, introduce new product features, price, style and other aspects of development and design, and further select the appropriate production companies development and production, and ultimately by retail businesses to use their own registered trademarks for new products in the enterprise sales strategy. The development of its own brand of retail competition to a certain stage of the product, the retail business in order to highlight its own image, to maintain competitive position,[link widoczny dla zalogowanych], to take full advantage of intangible assets as a competitive strategy, the core products under the corporate name or business have set ourselves name as a brand in the enterprise in sales, rather than using the manufacturer's brand sold in the country.
its own brand as opposed to the traditional manufacturer brands in terms of. In addition to commercial production of its own brand mentioned above made by the business to the manufacturers product performance, specifications, quality, packaging, etc., after the acquisition of goods shelves its own brand, but also can be a way to store their own production. In recent years, major international commercial enterprises generally operate with its own brand strategy. Marsh department store is famous the largest and most profitable UK retail business group, operating only one of all goods, More than 30% of major UK supermarket goods for its own brand, the highest 54%; the United States more than 40% of supermarket own-brand commodities; Japan in the 20th century, late 80s, nearly 40% of the development of a large department store its own brand. Members of the World Department Store Union, 20% -40% of the goods are to play their own brand. Currently, the development of its own brand of Western commercial manufacturers of the brand relative to the accelerating trend of the development. Foreign large-scale retail enterprises to use its own brand, so that it operated its own brand products win the reputation, credibility and then to become the store,[link widoczny dla zalogowanych], and ultimately improve the effectiveness of the enterprise to enable enterprises to achieve better development.
strategic significance of its own brand
(1) help enhance the competitiveness of commodities.
enhance the implementation of its own brand goods competitive, most prominently in low-priced goods it implements. One of the following main reasons: first, large-scale retail enterprises have their own production or signs of production of goods, purchase without going through the intermediate links, significant savings in distribution costs; Second, own-brand products only in the enterprise sales, its main use of the valuable goodwill advertising assets, own-brand products cost much less advertising costs; Third, own-brand product packaging simple and generous, to save packaging costs; fourth, with many large retail chain enterprises stores for mass sales, achieve economies of scale of production, reduce production costs and achieve a puerile. In addition, the retailer's new product development and design requirements, significantly shorten the development cycle of new products, reducing development costs.
(2) is conducive to the formation of operating characteristics.
if only the manufacturer's brand management, then the variety of retail enterprises in the commodity composition of essentially the same, it is difficult to form their own characteristics. The implementation of its own brand strategy, according to the market some time to organize production and supply of own-brand products, can make the commodity composition and operation of the enterprise characteristic, its own commodity-based enterprises to provide consumers with more comprehensive services, with the products can also be further strengthened corporate image, the two complement each other, forming their own unique appeal to consumers.
(3) intangible assets conducive to full advantage.
large retail companies operating in the long-term management of the formation of a unique business model, a number of good reputation, high-profile retail companies will be named after their own products through internal sales, a good image can be injected into the mall commodities, so it is easy to service and rigorous management of the enterprise with its own brand of good quality link,[link widoczny dla zalogowanych], and then translate into the trust and acceptance of goods,[link widoczny dla zalogowanych], and its own brand of successful operation, which in turn further enhance customer satisfaction business. So to speak, its own brand strategy, so that flow up and intangible assets of enterprises, but also to increase the profit is equal to the source to the enterprise. Mark by winning the reputation of goods, so that eventually became such a mark of credibility of the company's reputation, to win a stable market.
(4) beneficial to have more autonomy.
traditional retailers operate only brand manufacturer, this If the implementation of its own brand strategy, companies can through the collection, collation, analysis of consumer information for certain types of product features, introduce new product development and design, and further select the suitable production companies to develop their own production or set up production plants, the rapid introduction of the corresponding products to customer needs, and ultimately in the enterprise to its own brand sales, market operators to obtain the initiative, but also access a pricing initiative. Enterprises not only commercial gain, you can also get some manufacturing profits, and enhance the fight against market risks. Retail enterprises to become active participants in market operations, sales agents from the factory transformed into an agent of production customers.
(5) is conducive to an accurate grasp of market demand.
the advantages of large-scale retail enterprises embodied in the ability to collect consumer information and marketing capabilities, its own choice of brand strategy, so that large retail companies that advantage can be effectively play them directly to consumers, can quickly understand the market demand dynamics, and timely respond to the modern electronic computer technology in the retail business in a wide range of applications make this more obvious advantages. From this point of view, large-scale retail enterprises to implement their own brand strategy can often be a step leading producers, potentially enhancing their own competitiveness.
In addition, the implementation of its own retail brand strategy,[link widoczny dla zalogowanych], but also help improve the level of retail enterprise management. Implement its own brand strategy, first asked the operators of the retail business to business concept innovation --- the , because the retailers at this time not just selling products, but also is responsible for product development, brand management, production and quality inspection, and a series of promotional marketing the complex as a whole. Brand is the product quality and corporate image of the market performance is a sign of corporate reputation. Retailers of all employees must work actively to make every effort to enhance the management level and service level to ensure quality at the core, and jointly safeguard the credibility of its own brand retail business.

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