Question 1: What is a private label? Supermarkets rely on their own brands to ensure profits. Private brands have a history of decades abroad and are now increasingly valued by commercial enterprises, especially large retail enterprises. Almost all large supermarkets, chain stores, and department stores in Europe and the United States sell products labeled with their own brands. For example, the UK's largest retail conglomerate, M&S Department Store, uses its own brand "St. Michael" for all its products. In fact, the products of the "San Miguel" brand are not produced by the M&S Group itself. The M&S Group only puts forward requirements for the variety, specifications, and quality of the products and places orders directly with the manufacturers. Another example is Walmart, the largest retail group company in the United States. Walmart has 20,000 suppliers, including 500 larger manufacturers. These manufacturers must produce products according to the shape, decoration, and quality requirements designed by Walmart. Printed with Walmart's private label. Another example is Japan's largest retailer Daiei Chain Group, which uses its own brands for 40% of its products. Implementing private brand marketing strategies enables companies to have a greater impact and achieve good results.

Question 2: What is private brand strategy? The meaning of private brand strategy is that retail enterprises collect, organize and analyze the characteristics of consumers' demand for certain types of goods, and then make suggestions for the development and design requirements of new products, so that enterprises can choose more suitable production routes and brand routes. Usually private brands can bring more profits to retailers and win customer loyalty, so they are becoming more and more popular among retailers. Now, many world-famous stores choose to develop and sell their own brand products.

The term private label was born compared to traditional manufacturer brands. In addition to the merchants putting forward product-related requirements to the manufacturers, the production of commercial private brands can also be produced by the store itself.

In recent years, most of the international large-scale commercial enterprises operate under their own brands. M&S Department Store is the largest and most profitable retail business group in the UK. All its products are sold under the St. Michael brand. It is the world's largest manufacturer without a factory. More than 40% of the products in American supermarkets are private brands; in Japan, nearly 40% of large department stores developed private brands in the late 1980s. According to statistics, 2040 products of members of the World Department Store Federation are branded with their own brands. Since the end of the 20th century, Western commercial private brands have developed faster than manufacturer brands.

Large foreign retail companies use their own brands to gain the credibility of their own brands for their products, which then becomes the credibility of the store, achieving the ultimate goal of improving the efficiency of the company and enabling long-term development of the company.

Question 3: What do private brands R or TM mean? What are the differences? Can you give me an example? "R" is a mark commonly sold in the market that usually indicates that the trademark has been registered, while "TM" means a mark used as a trademark. Any trademark owner or user can mark it on the registered trademark, so it does not have the special characteristics of a trademark. Due to its distinctiveness and specificity, it should not be applied for registration as part of the marked drawing.

The difference between the two is that the former is a statement that others may not use the trademark, while the latter is a statement that the user is not infringing on other people's trademarks when using the name, but only citing or expressing the intention.

Question 4: What is a private brand certificate and how to obtain it? Private brand certificates respectively refer to trademarks and certifications for which oneself or an organization has complete intellectual property rights

The trademark applies for registration with the National Trademark Office, and the process is time-consuming

There are many types of certification certificates, which are determined by the corresponding The agency accepts applications and issues, according to the definitions of the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC), which refers to a nationally recognized certification agency that certifies that an organization's products, services, and management systems comply with relevant standards and technical specifications (TS) or its mandatory requirements for conformity assessment activities.

There are also many private organizations, such as organic food certified products, which have trademarks and can be promoted to the outside world:

Tianjin's first self-owned organic brand D "Beizhao" apple passed National Organic Certification

Question 5: What is the name of Jingdong Mall’s private brand? Jingdong Mall does not have any private brands, only self-operated brands.

Jingdong Mall’s self-operated brands are mainly distributed in some core products of major home appliances and 3C industries.

Question 6: What does private brand mean? Private Brand (PB), also known as store brand (corresponding to manufacturer brand), refers to the design, raw materials, production and other aspects of retail enterprises. , products that are controlled throughout the entire process from distribution to distribution are produced by suppliers designated by the retail enterprise, are labeled with the retail enterprise's brand, and are sold in their own stores. They are essentially OEM products in the retail industry. Core: Products are sold in the company using the company's name or a name determined by the company itself as a brand, rather than using the manufacturer's brand to sell across the country.

Question 7: What is the significance of implementing dealers’ private brands? The formation of brand value must have a cumulative process, from small to large, from unknown to well-known, using private brands can follow As its business continues to grow and its strength grows, the value of its own brand also increases. If you don’t have your own brand, no matter how successful you are, you are just working to build brands for others. The value of a brand is far higher than the value of pure sales.

Question 8: What does it mean to be a brand flagship store that operates multiple private-label products and each brand is owned by the same actual controller? For example, a Lenovo flagship store sells both computers and mobile phones, both of which are owned by the Lenovo Group. The following brands are thingpad, music phone and so on

Question 9: What brand is RIVADO? It is a German production brand, but it is relatively rare in our market. The quality should be pretty good.

Please adopt

Question 10: What is an independent brand? Independent brands refer to brands independently developed by enterprises and with independent intellectual property rights. It has three main measurement factors: market retention, history of production and R&D, and its position in the entire industry.

Independent brands can be understood and created from three levels: corporate brand, regional brand and national image brand.

1. Enterprise level The enterprise level includes product brands and corporate brands. In this article, both are collectively referred to as corporate brands. Enterprise-owned brands should first emphasize autonomy, which means that property rights emphasize self-ownership, self-control and self-decision-making, and at the same time, they can independently control and make decisions on the economic benefits generated by the brand. There are two main aspects: control and ownership of brand intellectual property. If the brand only has the right to use it, such as an enterprise that produces OEM, and its processing power and final decision-making power are in the hands of others, it is not a true independent brand; whether the economic benefits generated by the brand flow into the enterprise and the brand-related Whether economic activities can make autonomous decisions. my country's TCL Group acquired Schneider Electric Power Company of Germany and continued to use the Schneider brand, making Schneider one of the brands of TCL Group. This shows that cultivating and shaping independent brands does not necessarily require starting from scratch and cultivating yourself. Therefore, independent research and development is an important way to obtain independent brands, but it is not the only way. As long as a company has the ability to acquire internationally renowned brands and obtain ownership of them, such brands are independent brands. In the market, consumers ultimately focus on the value a brand brings to them. Customer loyalty mainly comes from the brand, not the owner of the brand. In this sense, it is more important for a company to have a brand than to create it. Cultivating and shaping independent brands tests the company's ability to manage and integrate resources. As for how the brand is obtained, whether it is obtained through independent research and development or purchase is not the focus. The key is to see whether the ownership of the brand belongs to Chinese companies.

2. Regional or industrial cluster level

Independent brands can not only be built from the enterprise level including management, innovation, organization, culture, etc., but also participate in the construction of international division of labor through industrial clusters Build cluster brands or regional brands. Regional brand is the abbreviation of "cluster regional brand", which refers to a brand based on the dominant industries in a certain region and reflecting the characteristics and industrial characteristics of the region. Regional brands mainly have three elements:

Regionality, which represents the image of an industrial region and has strong regional characteristics;

Industrial characteristics, which represent the main image of a local industry , helps to establish a high-level expert image of the region's products in the peer market;

Brand effect is the comprehensive reflection of the aggregation and synergy of the industrial chain in the market, and has market stimulating and amplifying effects.

From an international perspective, many industrial clusters are world-famous. For example, Silicon Valley is the symbol of high-tech enterprises, Milan, Italy is the center of high-end fashion, and Detroit is the center of the automobile industry. A typical example is the industrial cluster that produces seats in Friuli, Italy. The products produced by more than 800 local small and medium-sized enterprises all use a unified brand and enjoy a high reputation in the international market. Domestically, many industrial clusters have the potential to form well-known cluster brands, such as Wenzhou leather shoes, Jinhua ham, Shengzhou ties, Humen clothing, Zhuji socks industry, Chaozhou ceramics, etc.

Regional brands are gradually formed with the rise and development of industrial clusters, and are the carriers of information dissemination of industrial clusters. Regional brands are a new level phenomenon in brand development. Brand regionalization is inevitable for the development of market economy under the new situation and is a necessary and powerful weapon to participate in international competition. To improve our country's competitiveness and create independent brands, we must not only give full play to the leading role of enterprises, but also make full use of the competitive advantages of regional brands.

3. After the country joins the WTO, more and more multinational companies have entered our country, and our companies must also go abroad and enter the international market. In this context, national brand image has very important practical significance. National brand expert Anholt believes that a good national brand image can strengthen communication between the country and the world, attract foreign investors and tourists, and thus accelerate economic development. There are two main decisive factors for national brand image, one is the product factor, and the other is the national factor. Among them, product factor is the most important factor. Therefore, a national brand can be regarded as a summary of the image of all products in the country. Its significance is that in the international market, through the brand effect of the origin image mechanism, it affects consumers' views and understanding of a certain country or region, and then affects consumers' purchasing decisions. This influence, in turn, affects the performance of companies and product brands in the international market. At present, the overall sales situation of our country's products in developed countries such as Europe and the United States is not ideal, and most products are regarded as "low-end products"...gt;gt;