Local retailers own-brand the road.docVIP

 PAGE \* MERGEFORMAT 13 Local retailers ‘own-brand’ the road Part I: The local retail enterprises ‘supermarket own-brand’ the strategic significance of ‘Supermarket own brand’ is the retail business development to a certain extent necessary and important business strategy, its strategic and tactical significance of at least 1, the tactical level is an increasingly competitive environment, access to high-margin merchandise sales the best choice; In the fierce competitive environment of the industry, the retail gross margin of 20% or less universal, but the own-brand merchandise gross margin was largely able to more than 20% or even 30% in some categories, is to obtain high-margin merchandise sales the best choice. 2, the tactical level a price war with rivals the safest category of the most effective one of the options; A price war is the most effective means of retail enterprises, it is now most well-known brands on the market choose to do promotions, even though it can play an influential anti-effect, but also has its adverse factors The first possibility is: you do today is very low, tomorrow he has done less than you, struggling to cope with, because it is not your exclusive resources; The second possibility is: It may be obtained from the supplier costs to make up for loss of profits, but profits of suppliers due to the lack of which can not be long-term support; A third might be: well-known branded goods supplier itself a relatively strong, in order to balance the market structure, may prevent large intensity of the discount retail business behavior (such as the contradiction between GOME and Gree events). In such circumstances, if the retailers have a wealth of own-brand goods, then the hand of the ‘exclusive secret weapon’ on a lot more tactical choice enriched the price. 3, at the strategic level a very good way is to build customer loyalty, one of No matter where you are in any crowd, supermarkets faced with a critical competitive edge