本土零售企业超市自有品牌之路（The local retail enterprises supermarket own brand road）.docVIP

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本土零售企业超市自有品牌之路（The local retail enterprises supermarket own brand road）.doc

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本土零售企业超市自有品牌之路（The local retail enterprises supermarket own brand road）

本土零售企业超市自有品牌之路（The local retail enterprises supermarket own brand road） The first part: the strategic significance of local retail enterprises supermarket own brand Supermarket own brand is the development of retail enterprises to a certain extent necessary and important business strategy, its strategic and tactical significance at least. 1, the tactical level -- is increasingly competitive environment for the best choice of high margin sales; In the fierce competition environment, the retail gross margin is generally below 20%, but its own brand merchandise gross margin is more than capable of more than 20%, and even some category reached 30%, is the best choice for merchandise sales of high margin. 2, the tactical level, is one of the price war with competitors of the safest and most effective choice category; The price war is the most effective means of retail enterprises, we mostly choose well-known brands on the market to do promotions, although it can play an immediate killing effect, but also has its disadvantages. The first is that: you do today is very low, he did lower than yours tomorrow, struggling to cope, because your resources are not exclusive; The second possibility is: from the supplier received fees may compensate for loss of profits, but because of the lack of profit to the supplier of long-term support; The third is: famous brand commodity suppliers is also relatively strong, in order to balance the market structure, the discount behavior may prevent the strength of the retail enterprises (such as Gome and GREE conflict events). In such circumstances, if the retailer is rich in its own brand of merchandise on hand, then the exclusive secret weapon is a lot more rich, price tactics. 3, the strategic level -- is one of the good way to build customer loyalty No matter what your position in the crowd, supermarkets face key competitiveness of mass consumption or high quality and inexpensive. Supply chain shortening caused by the relatively high profi