It Is Famous But It Is Cold. Retail Business Has Its Own Brand Of Confusion.

You may not have heard of such clothing brands such as: Y & B, Li & Homme, L & B, Simply, Basic, Select Edition, Penmans, Athletic Works, 725 Originals, consumer & amp; and so on, but you must have heard of hvtang, WAL-MART, Carrefour and Huarun.

These brands are clothing brands owned by several retail companies.

Private Brand (PB), also known as store brand (corresponding to manufacturer brand), refers to products controlled by retail enterprises from design, raw materials, production, and distribution. It is produced by suppliers designated by retail enterprises, affixed with retail brand and sold in its own stores, in essence, OEM products in retail industry.

In fact, whether WAL-MART, Carrefour, lotus and other supermarkets, or the halls store, the private brands operated by these retailers have entered the Chinese market many years ago. Although the market performance has been very mild, it has attracted a large number of domestic retail businesses.

In these "catch up" people, the first brand of clothing market SILK STREET was born.

As early as the beginning of this year, the famous Beijing Xiushui Street market launched its own brand SILK STREET, selling five key products, such as shirts, neckties, scarves, ready-made clothes, table cloth, table flags and so on.

According to the internal planning of Xiushui Street Market: after August 8th, the brand of "Xiushui Street (SILK STREET)" will enter the stage of consolidation and upgrading. After fully promoting the good economic and social benefits, Xiushui Street's own brand will enter the major markets at home and abroad.

However, there are always some differences between reality and ideal. After months, when reporters came to Xiushui Street market and saw Xiushui Street still thriving, Xiushui Street's brand sales were dismal.

The reporter interviewed several shopping customers randomly. They bought some international famous ski suits. They said they did not know the brand of "Xiushui Street".

When a reporter inquired about the operation of "Xiushui Street" brand, merchants just shook their heads, unwilling to say anything.

"Xiushui Street" brand, as a beginner, wants to create a brand in just a few months. It is like creating a myth. But Xiushui Street's market management is full of confidence.

According to Xiushui Street Market Manager Wang Zili analysis, although the current "Xiushui Street" brand sales situation is not good, but Xiushui Street still has several special advantages.

First of all, Xiushui Street is already famous in the world.

When foreigners come to Beijing to buy clothes, they first consider not all kinds of brand stores, but Xiushui Street, which has already heard about them.

Secondly, the holding of the 2008 Beijing Olympic Games has focused the world's attention on Beijing, and tourists from all over the world have brought great business opportunities to Xiushui Street.

On this occasion, the introduction of the "Xiushui Street" brand will enhance the visibility of the brand in the world and pave the way for the future development of the brand.

The Xiushui Street market is only part of the Chinese clothing market, but the launch of its own brand is a move that many clothing markets do not want to try or even dare to try.

After supermarkets and department stores enter the field of private brand, whether the brand of "Xiushui Street" as the first brand of clothing market can keep a firm foothold and whether it can open up new profit space for the clothing market remains to be seen.

Supporter

Beijing Jun CE Cci Capital Ltd Che Wenbin

The existing concept of private brand is limited to retail stores, supermarkets and other formats. In fact, the wholesale clothing market should also explore the development of its own brand.

Because many clothing wholesale market itself has strong market effect and good distribution channel resources, such as Yiwu market, Hanzheng Street market, South three markets, five love market and so on, are all very characteristic.

After years of development, these markets have become household names and even become internationally renowned markets with brand value.

However, many markets tend to ignore the brand effect of the market. If we take advantage of the famous brand effect of the market, we can give full play to the role of the commodity distribution channel resources and the producer service market, provide the sales channel resources for the production enterprises, and become the well-known brands based on the market, so that the manufacturers, the merchants in the market, and the managers of the commodity trading market will get the corresponding benefits.

At present, the products of many markets are "counterfeit products", but "counterfeit" is of good quality and is very popular with Chinese and foreign customers.

However, its behavior has not been allowed by production enterprises, resulting in infringement of its behavior.

In order to fight against counterfeiting, many commodity trading markets demolished old markets and built new markets. However, counterfeit products are still very popular. How to solve this problem?

It is a good idea to change the train of thought and make full use of the brand of our market to make it a private brand. The market managers cooperate with the enterprises and merchants. After passing the strict inspection of the market, they will put their trademarks on the market and go to the hall of elegance openly.

In this way, we have avoided the red line of intellectual property protection, and can provide consumers with cheap and good products, so that the three parties, merchants, manufacturers and market share a common symbiosis.

Protecter

Beijing Shang Hao Business Consulting Co., Ltd. Liu Bangyong

Due to the lack of specialization, the private brand launched by the retail industry is also limited to small and medium and low end fast moving consumer goods.

From the perspective of future development, the advantages of these comprehensive retail businesses are still in the retail sector, and the extension of private brand products is limited.

Therefore, the development of private brand in clothing market is not worth promoting and emulating.

In fact, the brand is not equal to the registration of a trademark, simply attached to a brand.

It is very complicated for retailers to develop their own brands.

Not all products are suitable for retailer brands, for example, the effectiveness of products such as WAL-MART's notebook computers need to be verified by the market.

Generally speaking, the non professional products with high technology content and high after-sale services, and those with high preservation and high quality requirements will be more suitable for sticking to their own brands.

Take Watsons, a well-known private brand, for example. In Watsons's store, the product mix is divided into three themes: "health, beauty, joy".