起步早,发展快,亮点多 人人乐自有品牌先行致远

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早起,快速发展,彰显更多人的品牌,继续前进,走向未来

自有品牌业务是近年来Renrenle最大的亮点之一。多年的销售收入同比增长超过20%。今年,每个人的目标都是将这个数字提高到2.5亿元。

什么是零售商的自有品牌商品?也许最令人印象深刻的消费者是沃尔玛的汇益,其中充满了汇艺的糕点,糖果,饮料和其他商品。人人乐自有品牌产品有三大品牌:日常杂项中的“乐奇佳”,食品类别中的“好音乐”,以及洗涤类别中的“舒洁霜”

带头吃螃蟹

零售商自有品牌商品是外国零售商从海外引进中国的商业模式。业内人士透露,第一波国内零售商推出自己的品牌产品的有沃尔玛,麦德龙,人人等公司。早在2004年,它就与沃尔玛在深圳成立,并建立了自己的品牌部门,成为最早测试自有品牌的企业。

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与其他国内公司一样,人人网长期开发了一个名牌产品。首先,早期的自有品牌产品价格过低,对产品质量的关注较少,而低价和低质量的商品很难获得消费者的认可和关注。人人网自有品牌业务负责人陈晓智承认,人人已经支付了多年的学费。人人自有品牌的年销售收入约为一两千元。河南一家零售公司的总经理对零售商自有品牌业务的困境进行了全面的评论:“许多公司将自己的品牌战略视为第一个,第一个是低价促销,第二个是供应商的制衡。 (如采购谈判或商店)。管理)。当我管理它时,我怎么能这样做呢!“

After fifteen years of exploration, now everyone's own brand business department has formed a complete set of product design, development, promotion and promotion system. In recent years, everyone's own branded goods are about 80-90 categories, 900-1100 SKUs. In the case of stable varieties, the sales scale of self-owned brands that have grown rapidly in recent years has basically contributed to the growth of single-product sales, rather than relying on expansion categories. In 2018, the sale of Renren’s own branded goods became the most eye-catching color in the retail cold wave. This year, everyone's own brand department is working hard on the sales target of 250 million yuan.

"Three do not do"

Chen Xiaozhi said that although the annual revenue of Renren Le’s own branded products has increased by more than 20% in the past few years, it has not increased the number of SKUs in large quantities, and will not increase in the next few years, even after the elimination of some outdated categories. may reduce the number of SKUs. The main pursuit now is to create explosive products and increase the revenue scale of single products.

After 15 years of ups and downs, everyone has the "three do not do".

The third is to focus on three categories of goods, namely, the “Le Qijia” of the Japanese miscellaneous category, the “good music” of the food category, and the “Shu Jieshuang” of the washing category. These three are the brand of Renren’s own products.

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Do not do two: First, do not make goods with high brand recognition, such as drinking water, milk, etc. second, goods that are not sanitized and whose quality is not guaranteed. In Chen Xiaozhi's view, goods that are difficult to meet health and quality standards cannot be used as a commercial bottom line. As for the drinking water and milk industries, there are only three or four strong brands in the market. Consumers have high recognition of brands. It is difficult for retailers to launch their own brands even if they are cheaper.

Strong explosives

xx每个人自己的品牌业务都追求创造爆炸性产品,这些产品以高品质和低价格得到消费者的广泛认可。

“爆炸性战略”的成功需要良好的产品设计。第一步是产品预研,市场调研后定制新产品,在预测试过程中验证或绘制市场反馈进行调整,最后在最终确定后推广产品。

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有时,单一的爆炸性产品不会显着提高收入,每个人自己的品牌部门都开始创建主题推销活动。一些类似主题的爆炸性产品一起展示,相互刺激,吸引更多乘客。

2017年,人人专注于推出“家居馆”。一旦推出高质量和低成本的创意家居用品,它们很快就会在全国范围内广受欢迎。 2017年,人人自有品牌组成的“家居馆”实现销售收入6.7亿元。

今年,人人乐园计划升级“家庭大厅”的产品,并增加新的流行元素,据信可吸引更多乘客。

进入农产品

除了日常杂项外,人人还将通过自己的品牌战略来覆盖自己的产品。

从2018年4月开始,人人先后推出了嘉鱼土竹,嘉鲁土鸡,嘉鱼地球蛋等系列产品,并成功注册了上述“嘉鱼”系列商标。

在2018年6月,Renrenle开发了一个拥有自有品牌产品的“健康大厅”。富含硒的小米,东北绿豆.来自全国各地的具有里程碑意义的粮食商品在各商店的健康大厅展示和销售。经过将近半年的相应商品进一步调整,卫生博物馆采购系统已经成熟,并将在国家商店迅速推广。据保守估计,今年健康博物馆将为每个人贡献数千万元的营业收入。

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