Private Brand Fever Sweeps From Big Supermarkets To Internet Dealers.

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Now, Internet merchants are also not to be outdone. The major online shopping businesses have announced their own brands, while the rest of the online shopping centers have their own brands as the core of competitiveness.

In the face of this new private brand boom, how should consumers face them? They are synonymous with good quality and low price, and are only OEM brands.

Present situation

Large supermarkets, private brand goods are very rich.

Private brands have been developing abroad for decades.

In addition, Carrefour's own brand, Huarun's "simple combination" and WAL-MART's "name court" are their daily grocery brands.

Online shopping mall, its own brand is in the ascendant.

At the same time, in this hot era of online shopping, the major online shopping centers also set their sights on their own brands.

Recently, websites have indicated that they will focus on building their own brands in the future, so as to meet the consumers' needs with their own private brands, so as to cope with the price war of large online shopping platforms.

In addition to the comprehensive online shopping platform to launch its own brand, some of its own brand as the main website, but also continue to strengthen the influence of its own brand.

Online shopping website said that although they have online shopping this comprehensive mall, but this is only a supplement to online shopping products, on the one hand, to meet the existing consumer demand for fashion apparel consumption, more importantly, on the other hand is to maintain the independence of its own brand, at the same time, with the strength of the third party brand, bigger and stronger scale and brand of VCM.

The private brand strategy of the entity store has already matured, and the pace of establishing the private brand of the online shopping mall has just been launched. The final effect remains to be tested by the consumers.

Store

Large supermarkets are rich in variety.

There are many kinds of private brands in large supermarkets, which are mainly concentrated in fresh meat products, ready to eat food, daily groceries, etc.

For example, Huarun's Wanjia's "run home" brand mainly provides fruit, bread and snacks.

Carrefour quality system is Carrefour's own brand. Currently, the licensed products of the quality system are pork, salmon, grapefruit, apple and so on.

WAL-MART's "agricultural super docking" brand provides fresh fruits and meat, which is to take direct base procurement, reduce communication links, reduce costs, and ensure food safety.

The Lotus brand "fresh express" brand is also mainly used to provide fresh meat products sold in stores.

Personal care chain focuses on skin care

Watsons's own brand products cover skin care, bath, hair care, styling, women's care products, men's care products and health products. There are more than 2000 kinds, including the "natural bone collagen care series", "bird's nest essence care series", "red pomegranate antioxidant skin care series" and so on.

Wanning's own brands include "Q10 Moisturizing Series" and "Rose Moisturizing Series". Recently, the new products have "Wanning oral care series", including dental floss sticks, oral refreshing agents and other products.

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Online business city favors clothing

The online shopping website is developed by running its own brand, and its shopping malls comply with the continuous suggestions put forward by a large number of users, hoping to buy more offline traditional clothing brand products.

Van guest also hopes to provide diversified services.

But private brand is still the core of the development of all customers. V + platform is a good complement to our products.

On the other hand, some integrated online shopping centres have begun to focus on their own brands.

In online shopping website search "online shopping website producer" products, will find mainly classic style men's leather shoes.

Dangdang founder and joint CEO Li Guoqing said recently that Dangdang is already doing its own brand and plans to sell its own brand for 10% of its total sales in the future.

Similarly, there are plans to expand private brands, as well as monopoly footwear online shopping websites have begun to try to cooperate with popular mobile games, such as "angry birds", "fruit ninjas" and other copyright cooperation, through the acquisition of licensing and outsourcing production of this type of shoes on the online shopping website for sale.

selling point

The best price is the best selling point.

The brand recognition advantage of private brand can be distinguished from the products of non famous trademarks.

But to compete with well-known brands, the advantage of price is to fight.

Whether it's in a supermarket or in a chain of personal care stores such as Watsons and Wanning, the price of its own brand goods is generally more favorable than that of other brands of the same type.

For example, Watsons's own brand of "200 ml deep cleansing oil", priced at around 50 yuan.

Similar to DHC "200 ml deep cleansing oil" price is generally more than 150 yuan, other brands such as L'OREAL, Maybelline more than 150 ml of deep cleansing oil prices generally in the 100 yuan or more.

Watsons's 50 grams of natural bone collagen multi effect BB cream sells for 69 yuan, while Maybelline 30 ml of "pure mineral wonderful new face lotion" sells at around 100 yuan.

Although the quality of this type of private label product can not reach the level of the same brand of the big brand, consumers generally reflect the high cost performance, especially the consumers who just enter the work or are still studying at university.

Some consumers also pointed out that there are some free brand product packaging in personal care shops which are very similar to those of large brands.

Reporters found that Watsons's own brand "rich Q10 Lip Balm" is similar to the Japanese SUPER GLOSS vitamin E lip balm, which sells for about 40 yuan, while the former sells Watsons at a price of 30 yuan, and offers a one to one discount.

Promotion is the most attractive.

Supermarkets and personal care shops attach great importance to the promotion and promotion of their own brands, and consumers are more likely to get access to such promotional information.

The promotion plan and intensity of private brand marketing need coordination between shopping malls and manufacturers, while the promotion and promotion of private brands are entirely independent of shopping centers, so the promotion flexibility is higher and the intensity is greater.

Reporters at Huarun Wanjia supermarket see that there are large areas of its own brand "run home" food and "simple combination" daily necessities introduction, and its own brand products are also on the shelf made a striking recommendation.

Watsons is also promoting the promotion of its own brand, entering the shop, whether it's posters or broadcasting, it introduces the promotional activities of Watsons's own brand, which is 100 yuan and 10 yuan reduction.

Reporter's notes

Quality is the only way to have a brand.

Whether it's a large supermarket, a personal care chain or an online shopping mall, consumers recognize the purpose of their own brand in the final analysis.

Only when the private brand becomes a signal of quality, can it be based on the boundless commodity sea.

Perhaps a private brand can give consumers a simple way to identify the pros and cons of a product, but it can not be completely superstitious in the name of a supermarket.

Due to the fact that there are still many imperfections in the production and supervision of private brand goods, some products that have been labeled with big supermarkets do not necessarily meet the quality expected by consumers.

Therefore, shopping with a pair of eye is very important.

In addition, there are also some businesses whose own brand products have the suspicion of Shanzhai. The same outer packing is placed around the genuine products, which will give people a sense of confusing.

In most cases, "one penny per cent" is a constant truth. After all, you are buying products, not buying packages.