On the desire to become almost its own brand nature of each business, the profit of which is a very important factor. In addition to profits of this industry chain initiative to free brands feel more secure. Yesterday (April 10), the reporter was informed that the local supermarket chain giant Nanjing Suguo Following the introduction of the "Su-fruit" after its own brand, has developed a "network of blessing", the current Suguo its total own more than 1,000 categories of goods species. According to Soviet officials said fruit related, this figure will continue to rapidly increase, while developing its own brand will be more and more.
Suguo supermarket in Nanjing, a number of community stores, reporters saw Suguo supermarket "Su Fruit" brand products include a black sesame paste, nutrition, cereal, rice, salad oil, mineral water,
And so on. Suguo brand goods although in very small proportion of supermarkets, but according to a salesperson that sold quite well, as the fruit of the black sesame paste the Soviet Union, can sell 45 bags a day, and the frequency of consumption of own-brand are also constantly increased.
It is understood that, in addition to "Su fruit," another brand "net happiness" into the supermarket is just round the corner. Suguo relevant person in charge told reporters that net Fook brand is ready to register now, when there will be Suguo two major supermarket own brands, and based on the need for two different type of brand goods. With the maturity of the existing own brand, the Soviet Union more and more fruit will develop its own brand.
It is understood that Carrefour's "stick", Wal-Mart 725, kidconnection, should benefit the operation of own brand is more successful precedent, the present, the development of own brands has become the development direction of each chain. Supermarkets sell own-brand merchandise is a general trend in world commerce, in the developed markets, its own brand now accounts for 45% of all goods. Some companies even sell its own brand of goods only.
Own brand of profits birth
Is essentially its own brand of OEM products retailers, that segment of the flow of industrial production chain, as the retailer does not carry out the production end, while looking for processing capacity and credibility of the manufacturers for production, final The product retail brand. It is reported that businesses owned by its own brand focused on rapid consumer goods (food and daily necessities), the consumer has a "proprietary low-skilled, with the price of consumer preferences, supplier of resources, consumer purchase frequency high", etc. .
To stimulate its own brand for a variety of factors, profit is a very important factor. It is understood that, in general, the normal own brand OEM double profit. This reporter noted that in the Soviet Union supermarket fruit, salad plates Suguo than the price of other similar low 20%. Suguo licenses than other commodities are also significantly lower the prices of similar goods number, then the business to profitability through its own brand?
This part. Own-brand sales from production to save the intermediate links, to sort of "front shop" model, significant savings in distribution costs, so own-brand commodity prices than similar brand of low commodity prices. Second, the OEM cost less.
Although the profits of its own brand
amazing, but the development speed is not fast. From Carrefour, Wal-Mart to some domestic supermarket giant to develop its own brand and even with the slow pace of the word to describe, and home appliance chain, but compared to supermarket own-brand development or the relatively fast pace.
Develop its own brand of the risk is not to say many chains into the reasons. Suguo relevant official told reporters, on the one hand, own-brand businesses can improve brand image, to avoid the homogenization of retail market competition, on the other hand, the success of own-brand shop addition to the number of businesses operating scale, consumers recognition of the brand is closely related to, the quality is good or bad is the decisive factor in winning business, once the quality of OEM business
Slightly imperfect, the reputation of the enterprise may be a dramatic effect. Therefore, development of own brand on the premise that shopping centers owned power and intelligence, only the conditions are ripe, to chain, logistics and distribution-based businesses to develop, it will easily have a negative impact.
Ambition to control the manufacture of chain
Own brands more competitive the more powerful, its own brand through the production chain, is on the upstream manufacturing control. Now, some large retail enterprises, and to provide them with the interests of manufacturers of products already in the dominant position in the game, because retailers have enormous appeal to consumers, so manufacturers order to sell more products to be increasingly more dependent on retailers provide sales channels.
Positive development, however, and own-brand supermarket chain, is different on the own-brand home appliance chain avoidance. It was learned that, in the home appliances market to has not yet appeared, such as Suning license
, Five-star brand air conditioners and other own brand. In this regard, the five-star deputy chief, said Wang Jian, and different supermarket chains, home appliance chain sells industrial products, production difficulties, technical difficulties, quality control requirements are relatively high, once the OEM business-quality monitoring of negligence, can not fully guarantee the quality. If to do so, only in the small household appliance products at relatively low technical requirements to do, at present, there is no development of major home appliances to consider its own brand, which is the special appliance chain decisions.
But be sure, home appliances chain in the completion of a thorough expansion, will penetrate into manufacturing to the enterprise's pursuit of profit determines the own-brand manufacturing industry chain will be the final destination. I am an expert from China Auto Suppliers, usually analyzes all kind of industries situation, such as police bike lights , floating diamond ring.
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