Reasons For Selling AEON'S Own Brand Goods In Japan

　　 and famous brand Goods are cheaper than 2~3 retail brands. (PB Commodities, in the background of high raw materials and slump, PB commodity market has expanded rapidly over the past few years, but it has not been as popular as expected, and has accumulated inventory. Therefore, a supermarket has to be reassessed. However, AEON, the largest PB market in China, continues to strengthen PB products. How can we make PB products that are competitive? This time, we will find the key based on the practice of AEON.

The biggest advantage of PB products is low price Lattice. There are 2 reasons for lowering prices. Due to the priority placed on the shelves of the store, the advertising and publicity of the national brand (NB) are eliminated, and the intermediate commission costs such as wholesalers are also avoided. Furthermore, the retail industry will buy all of them, so there is no need to calculate the cost of handling inventory.

Retail sales of PB products can be different from other stores and earn gross margins higher than that of brand-name goods. But the premise is to sell a certain amount. Failure to do so will result in a lot of bad stocks. In order to curb this risk, it is important to accurately predict "what kind of demand is there in the market"? AEON's PB products, such as processed food and daily necessities, predict the demand for the next 24 weeks in 9 logistics centers nationwide, and the logistics centers will have those stocks.

The current situation of PB commodities is to predict the sales volume in the next 24 weeks from the actual sales performance of the group logistics company AEON Global SCM (Chiba) over the past 2 years. As a result, various companies should coordinate sales promotion plans. For example, the most visible "shelf ends" on the shelves will be the main reason for the increase in turnover.

AEON implemented the 24 week demand forecast in the month and week, and provided it to 200 manufacturers who commissioned PB commodity production. The manufacturer sets the production plan on this basis. For the 1100 best sellers, such a manufacturing and selling cooperation system will be established.

New products will be formulated before the stage and market survey will be conducted. For example, in a commodity category, the constituent ratio of PB merchandise is 10%. In order to increase the profitability of the species and speculate that it wants to increase to 13%, we will have to think about "what kind of commodity is feasible?" Listen to PB commodity probationer's investigation and visit people who buy PB goods in store to investigate demand. Reference is also given to the actual sales performance of NB, to implement specific requirements such as price, quality and quantity per batch.

In February 2010, AEON's PB turnover was 440 billion yen, an increase of 2 over the previous period. At present, there are about 5000 kinds of commodities in food, clothing and housing, which are limited by 10% in various fields. The number of commodities with a business opportunity of more than 1 billion yen per year will increase from 50 commodities to 300 kinds.

AEON will check about 50 products in 1 weeks. The project has a strategy to coordinate each commodity category and how to increase turnover and gross profit margin. The growth of the market and the gap analysis of PB commodity growth. About PB commodities will focus on the aspirations of about 370 thousand customers, which can be used to predict commodities and develop new products.

AEON does not print factory names on the "dealer" of goods. The implementation of the attitude of "retail business from production to sale is entirely responsible" is separated from the PB products of other retail businesses with manufacturer names.

Good products should be purchased at a low price, and it is also important to choose a commissioned production company. Chairman Horii Kenji personally participated in the production equipment exhibition and other activities held in Germany, and "used all the information of equipment manufacturers". Because the equipment manufacturers are familiar with all the production equipment, equipment renewal and operation information in the world.

Starting from June 23rd, the PB products sold, third beer and 1 cans, were 88 yen (350ml), and the beer series beverage sold in supermarkets and other stores was the cheapest. Choose stable suppliers and produce them to the big brewery in Korea. 2 million 100 thousand cans can be sold within 5 days of sale. Third beer sells more than the first brand merchandise by about 6.

Convenience store PB products aim at housewife layer - LAWSON launches low price new brand

Convenience stores have expanded their own brand (PB) products. LAWSON sold cheap new PB products with female housewives as its main target on 6. Circle K Sunkus doubling the sale of PB goods in the parent company, Uny and other supermarkets. The convenience store is centered on the city, and the saturation is increasing. Therefore, the strategy is transferred to the housewife of the supermarket.

The price of LAWSON new PB commodity, "LAWSON Select", is about 2 cheaper than the existing brand name goods, and the actual price is set to match the price of the supermarket. At present, 23 kinds of commodities, such as "mild facial tissue (5 boxes)" (298 yen) and "Vietnamese rice (180 grams X3 package)" (288 yen), are first put into the surface paper, which will be expanded to 30 products by the end of August.

In the past few years, LAWSON has strengthened the sale of PB Value "Value Line" with a uniform price. The turnover in 2010 is estimated to be 70 billion yen in the group. The PB commodity is centered on a small number of packaged foods, targeting single and elderly generations.

Circle K Sunkus expands PB Style "One" developed by 3 companies such as Uny, Izumiya and Fuji. The same price of "mini package of pine nuts (20 bags)" (178 yen) and "italian noodle (100 grams X4 bundle)" (198 yen) is the same price. The PB commodity at the end of 2009 will be 55 kinds of commodities, which will increase to 100 products in 2010.

7-11 Japan also strengthened the Seven&I group's common PB commodity "7 Premium". And with the same price as Ito, Yang Hua Tang and other stores, the turnover of PB commodities increased by 2 percentage points or more than 6% in 1 years. Since last year, PB products such as cooked food and other daily dishes have been increased to increase the frequency of housewives' arrival.

Convenience stores have more than 4 stores in China, and the saturation of the market continues to increase. Therefore, women have not yet been fully patted up to now. Since 2007, 7-11 of the 7 Premium has been launched, and the ratio of female customers has increased by 5 percentage points from that time, but only about 40%.

In LAWSON, the ratio of female customers stays at 30%. Because there is a higher price perception compared with supermarkets, housewives will hardly come here to buy. This time, new PB products will be used to refresh consumers' cognition.

Only supermarkets have launched small shops targeting the city, aiming to enter the convenience store market. In the overall market size reduction, customer competition seems increasingly fierce.