Global Retail Private Brand Asia Exhibition 21 Shanghai
PLF 21-originated from PLMA Private Brand Exhibition, was founded in 198. In 29, the exhibition area in Chicago reached 5, square meters, providing nearly 1 million yuan of trade opportunities for private brand manufacturers every year!
p>PLF21---PLMA and Shanghai Multinational Procurement Center have joined forces to invite thousands of high-quality buyers, bringing substantial effects to exhibitors that other exhibitions can't match!
PLF 21-only 15 high-quality manufacturers in China are provided with exhibition opportunities, and this opportunity should not be missed!
Asia Exhibition of Global Retail Private Brand Products. 21 Shanghai
21 Shanghai Private Label Fair
Since 198, PLMA has initiated a trade fair for OEM stores' private brand products held in November each year in Chicago, USA. In 1986, the International Supermarket and Private Brand Exhibition (International Brand Exhibition) was established in Amsterdam, the Netherlands. After more than 2 years of development. This series of exhibitions has developed into the two largest of its kind in the world, with manufacturers and retailers from all over the world gathered in each session, with more than 3, booths.
in 21, PLMA decided to extend the reach of the retail private brand exhibition to China, and jointly build the global retail private brand product Asia exhibition with Shanghai International Purchasing Center Co., Ltd. (ISPC) .21 Shanghai (PLF). PLF is the expansion and extension of international supermarkets and private brand exhibitions with a history of nearly 3 years in Asia. It aims to help more retail product manufacturers in Asia, especially in China, to explore domestic and foreign markets, and at the same time, to continuously increase the market share of private brand products of China retailers.
I. Exhibition information
Exhibition time: December 6 -7, 21
Training time: December 8, 21, 9: -1: 3
Exhibition time: December 8, 21, 9: -17: .
why do you want to participate in PLF21?
* Realize the direct connection between manufacturers and terminals, save the circulation link and the advertising cost
* Face the domestic and foreign retailers, traders and agents directly, and provide an entry path for small and medium-sized enterprises to enter the retail market
* Change the situation that retailers blindly keep prices down, so that both suppliers can cooperate on an equal footing and form a brand-building alliance. Change the focus of competition from price to quality
* Provide exhibitors with a list of upcoming buyers one month before the exhibition
*PLMA will hold a training meeting for the exhibition to explain the advantages of its own brand products and how to become a supermarket's own brand supplier
Private Brand
Private brand (PB for short), also known as store brand (corresponding to manufacturer brand). Refers to the products controlled by retail enterprises from design, raw materials, production to distribution, which are produced by suppliers designated by retail enterprises and sold in their own stores, and are essentially OEM products of retail industry. Core: The goods are sold in the enterprise with the name of the enterprise or the name determined by the enterprise itself as the brand, instead of using manufacturer brand to sell in the whole country.
Private brand, sometimes called store brand, refers to brand sales products developed and processed by retailers. This practice is more common in supermarkets that mainly focus on food and clothing. Wal-Mart, Watsons including Sanjiang and Tesco all have their own brand products. As far as the coke industry is concerned, Cott is one of them. Similarly, sam'schoice Coke developed by Wal-Mart has sales volume second only to Coca-Cola. However, neither Cott nor sam'schoice can replace Coca-Cola and Pepsi-Cola, and they are "vulnerable" before big brands. How should private brands open their own market and create their own world under the pressure of big brands?
first, let's look at the advantages of our own brand. Due to the elimination of many intermediate links and the reduction of sales costs through economies of scale, private brand products usually have obvious competitive advantages of low price and high quality. In developed countries such as Europe and America, the price of private brand goods is 3% lower than that of similar goods, and the price of private brand in domestic chain stores is about 1%-2% lower than that of similar products. The price advantage of private brand is obvious. Therefore, making rational use of this price and cost advantage is the way for private brands to compete. However, will low prices inevitably lead to an increase in market share? Can we open up the market by lowering the price blindly? The answer is obviously no. Many private brands in Britain have proved this point. In order to reduce the cost as much as possible, their supermarkets usually use packaging with simple patterns and poor texture, and the sales volume has plummeted. Therefore, before opening up the private brand market, we must first understand a concept, take advantage of price and cost, and not simply point to the price. At the same time, many retailers' own products are mostly imitated by best-selling brands, which not only lack characteristics, but also are not competitive in quality. Blindly imitating the best-selling products, without its own characteristics and paying no attention to quality, is a big misunderstanding in the establishment of its own brand and one of the factors that directly lead to its weak competitiveness. This shows that if we want to improve the competitiveness of our own brands. Mainly from the following aspects. First, take advantage of low cost to develop distinctive products that meet market demand. Now, the MJ series of drinks launched by Watsons in Guangzhou is one of the representatives. Because of its unique humid and muggy climate, consumers in Guangdong are very concerned about clearing away heat and warming up, so they have the habit of drinking "herbal tea". With the acceleration of the pace of life, can the cool drinks that used to be boiled at home or bought in street herbal tea shops be drunk at any time by packaging the finished products? It is against this background of market demand that Watsons started from the concept of "providing healthy products for customers" and concentrated on research and development. In 23, it began to launch its own new brand MJ (the abbreviation of "Mr. Juicy") sugarcane juice in the market, and in 24, it re-launched the new product MJ sour plum juice, so as to create a clean and moist beverage market with Lingnan characteristics. Mr. MJ Juice not only avoided the product homogenization competition and achieved the breakthrough of brand differentiation, but also expanded his own product line with a certain price advantage and enriched the connotation of corporate brand.
Secondly, the competition of private brands should highlight the characteristics of "low price and high quality" and fight a good quality war. Practice has proved that consumers' choices are becoming more and more mature and rational. Only low price and high quality can be the real advantage, and the focus of competition is ultimately quality rather than price. Therefore, it is another key to competition to ensure good quality and establish a good cooperative relationship with manufacturers. British retailers attach great importance to cooperation with manufacturers, because the retailer's own reputation is the basis of the vitality of its own brand. If the cost is kept down blindly, it will be difficult to ensure the quality of its own brand goods, and finally it will be the company's own brand. In addition, good advertising and promotion activities are necessary means of competition. Auchan Supermarket, located in Sijiqing Bridge, Beijing, spares no effort to promote its own brand goods. From the entrance of the supermarket to the shelves, there are introductions of its own brand goods everywhere, which has played a good role in promoting sales. At the same time, it is worth noting that a proper brand name should also be chosen for its own brand. Take the self-owned brand of shopping malls as an example. There are generally two ways for supermarkets to create their own brands. The common way is that the store name is consistent with the brand name, which is called "single brand", which can effectively reduce the publicity cost, facilitate consumers' identification and memory, and the brand introduction period is short. The original brand like this, consumers can see at a glance that it is the supermarket's own brand, such as Tesco sesame oil, Hualian Fresh and so on. In addition, some people use multi-brand strategy, which is more suitable for operating supermarkets with more varieties and greater differences and goods with higher brand awareness. Newly-created brands like this are difficult for unwary consumers to identify as their own brands in supermarkets, such as Wal-Mart's "George" clothing and Lotus's "Quanxin" beer. Finally, improving after-sales service is another key point in the competition of its own brand. Coca-Cola has been transporting its products to the door and managing the shelves, while Cott just unloaded the coke in the retailer's warehouse and left it alone. This makes the chief operating officer of the Coke Company always emphasize that "most retailers have never figured out the cost difference between selling our products and selling their own brands < P >." Therefore, improving after-sales service is also a necessary means for private brands to strengthen their competitive strength!
OEM
OEM refers to the production of products and product accessories by one manufacturer according to the requirements of another manufacturer, which is also called OEM or authorized OEM. It can represent outsourcing processing or subcontracting processing. Commonly known as generation processing. Also known as OEM or ODM. Specifically, OEM (original equipment manufacturer), namely original equipment manufacturer, ODM (Oorignal design manufacturer), namely original design manufacturer, OBM (original brand manufacturer
OEM, also known as OEM and OEM, was first popular in developed countries such as Europe and America. It is a game rule for large international companies to find their respective comparative advantages and can In recent years, this mode of production is quite popular in the domestic household appliance industry, such as TCL's brand-name production of washing machines in Suzhou Samsung and Changhong's brand-name production of washing machines in Ningbo Disheng.
p>OBM(OrignalBrandManufactuce), that is, the original brand manufacturer. Party A takes a fancy to Party B's products, lets Party B produce them and uses Party A's trademark. For Party A, this is called OEM；. Party A brings its own technology and design for Party B to process, which is called ODM；; For Party B, it is only responsible for producing and processing other people's products and then affixing other people's trademarks. This is called OBM.
OEM means that the merchants do not produce by themselves, but entrust other production enterprises to produce, and the brand is their own. Entrust OEM enterprises to be responsible for R&D, design and market development. The advantage of this method is that dealers can work out the most appropriate marketing plan according to their own actual situation, and when problems or changes occur in the plan or market, they can adjust the plan and formulate countermeasures as quickly as possible. At the same time, the profit space can be mastered by themselves, avoiding many troubles such as different opinions of manufacturers, and responding calmly with the fastest response and highest efficiency in complex and changeable business wars, while manufacturers can make full use of their own resources, thus achieving the purpose of improving efficiency. This way can truly complement each other and achieve a win-win situation.
Advantages of OEM:
1. Reduce investment in fixed assets such as plant and equipment;
2, you can have your own products without a lot of money;
3. Concentrate on design, R&D and sales to avoid wasting time;
4. You can give full play to your own advantages and hand over production-related technologies and work to professional enterprises, which can improve product quality and shorten production cycle.