2014 China Retail Private Brand Research Report: The Average Market Is Below 3%

Recently, the global retail business enjoys the reputation of "the sole exhibition of China's retail private brand". brand Product Asia Exhibition 2014 Shanghai opened in Shanghai international sourcing Convention and Exhibition Center. On the first day of the conference, the first research report on "enhancing the competitiveness of China's retail private brand" was launched for the first time. As a key achievement in the research of private brand industry, it will provide decision-making basis for the development of China's retail private brand.

　　 The characteristics of China's own brand industry revealed in the report can be summarized as follows:

1. Among all the 107 retail enterprises surveyed, the proportion of enterprises that have developed their own brands account for 54%, among which private enterprises account for the highest proportion, and the average market share of private brand products is less than 3%.

2, the first and second tier cities and large scale retail businesses start their own brand business late, and pay more attention to the development of their own brands. commodity Gross profit margin; three or four line cities and relatively small enterprises own brand business start-up time earlier, more emphasis on commodity differences.

3, at present, China's domestic private brand goods, most of which take advantage of penetration pricing strategy to seize the market share of brand products, does not mean that the private brand products are all low price products, but that, regardless of the location of their own brand products of high and low grade, they all want to maintain the advantage of the brand product price and squeeze the profit margins more to the consumers.

4, under the influence of penetration pricing strategy, quality has become an important support for domestic brand products nowadays. Therefore, retail enterprises attach great importance to the quality of products. From the supplier selection criteria, foreign trade factories and domestic brand manufacturers are the most willing retailers to contact, so in fact, the quality of their own brand products is more reliable than the ordinary products on the market.

The Shanghai brand authorized enterprise association's own brand Specialized Committee has made some suggestions to the relevant government management departments and retail enterprises through this research.

Successful commercial transformation can drive the continuous prosperity of the retail market and stimulate domestic demand. The government needs to give some substantive policy support to the innovative enterprises in the early stage.

Strengthening the construction of private brand service platform, and gradually issuing a unified reference standard for commodity inspection and packaging in all regions of the country.

Retail enterprises must calm down and formulate phased plans for different periods on the basis of long-term strategic planning.

Such as Retail enterprises Step by step to private brand management has temporary difficulties. It is suggested to start from strengthening self employment, gradually reduce the mode of consignment and joint operation, change the profit pattern, and wait for the time to mature, and then move towards private brand.

The headquarters of retail enterprises must include their own brands in the overall development strategy of the enterprises, and take their framework construction, process system and incentive measures into consideration at the strategic level, so as to ensure that the enterprises can form a resultant force in promoting the development of their own brand products.