No. 1th Shop to do its own brand of the emboldened

Shop number 1th also makes its own brand. In front of the http://www.aliyun.com/zixun/aggregation/7743.html "> when the excellent product folding boat, the existing guests struggling in the inventory of the suffering on the road, shop 1th said to go through the self-owned clothing brand field, Expand its apparel market share, and the future of its own brand to become the number 1th stores of important business composition. This ambition is not to be underestimated. Let us learn from the point of view, the number 1th shop to do its own brand why so emboldened.

Emboldened one: The relationship with Wal-Mart. When it comes to owning a brand, nobody can go around Wal-Mart. "Own brand, daily parity, global procurement" and other keywords together to form a Wal-Mart popular global retail model. Working experience at Wal-Mart gives me the opportunity to really delve into the 0 distance and participate in the development and creation of our own brand. And with sales and market share data from Wal-Mart's own brands in the US and UK, it's a startling figure that private-label sales are up to two figures.

Retailers make their own brands from a large number of chain entities from stores, through the store regional planning and shelf display, it is easy to place their own brands in a more easily purchased location, in the acquisition of brand exposure at the same time to promote sales. Retailers talk about their own brand advantage, the common word is "we use XXX well-known brand factory, the same quality but save the brand advertising investment, so the price can be low 30% to 50%, margin can guarantee more than 30%". As a result, the major retailers began to OEM gets to do their own brand, the effect no matter how it is difficult to surpass Wal-Mart. While Wal-Mart has a similar view on its own brands, the approach is very different from that of many retailers: on the one hand, the establishment of an independent PB (self-owned brand) division, the level of department heads are VP level, reporting directly to the President; In particular, marketing (based on store and in-store media). From brand name to brand packaging, in accordance with the extremely market-based approach to operate, especially for the brand positioning and analysis of the target population, and even to the Third-party agencies to complete or purchase the corresponding data.

Last year, Wal-Mart 51% holding 1th stores. Gege, 1th, the chairman of the store, said the two sides would share resources. It。 It seems that the 1th store's own brand can have a full of successful experience and resources can be used. Looking further, now, Wal-Mart's own brands are now sold in shop 1th, and shop 1th's own brand is the use of Wal-Mart throughout the country's store resources or even the global spread to the offline? It's not impossible.

Emboldened two: Supply chain advantage. Shop number 1th has grown very fast in recent years. And the expansion of the category in these two years has become very rapid, from the 3 C, home, apparel category of performance, although compared to the cat and Beijing East, but and Dangdang, Amazon China rivalry seems to be a problem. But from the food fast, the industry leader status, has not been denied. As a food business platform, the rear-end warehousing logistics system than from other categories to develop a much stronger platform. Users repeat the purchase and stickiness is also better, the two major aspects of the 1th shop is the core of the advantages, it can be said that its own brand to do the biggest emboldened. Especially for clothing, turnover rate and repeat purchase to become the core indicators, these two indicators will determine the life and death of a brand clothing, clothing with the seasonal and impulsive characteristics of the purchase, forming a high elimination of the purchase habit, which is why the Chinese traditional offline clothing inventory is high, after all, the traditional stores, Agent system for the promotion of turnover and repeat purchase rate is difficult, not the first time to obtain consumer feedback and user data. These are easy things for the electric business.

In addition, store 1th seems to have passed the Wal-Mart to do its own brand way, for the positioning of the bestluck at least better than when the product came more accurate, the main "safe and comfortable" brand to the summer wear T-shirt as a starting point to create a "safe T-shirt" concept. When the excellent product launched to the present I still do not know what is positioning?

From this point of view, Shop No. 1th is doing its own brand to win again. If store 1th is also able to operate relatively independently of its own brand, rather than a group of retailers simply separating them from the purchasing team of clothing, the likelihood of owning a brand as a new profit point rather than a burden is great.

Finally, a brief summary of my own on the retail electric business platform independent to do the own brand of several analysis and thinking:

1, the warehousing logistics system is sound enough to enhance the turnover rate of the brand;

2, there is enough user size and repeat the purchase rate is strong, a minimum of one year in your platform to buy more than five times;

3, own brand is also to have market segmentation and positioning, know your brand competitor is who, how to balance competitors in your platform and your own brand relationship;

4, has the market including the independent brand team to operate;

5, the own brand not only helps you make money, but it is important to let you know the brand's industrial chain, for you to enter and optimize the platform brand business chain, so that the brand on the platform with a more core competitiveness and long-term dependence on your platform for common development, help the platform to control the brand and manufacturers of the upstream and downstream industry chain, and then truly obtain greater profits.

Shop No. 1th This is called "Bsetluck", literal translation: The best luck, presumably also hope that such an auspicious name can also give its own brand development bring good luck.