and designer goods cheaper than 2 to 3 percent of retail own brand (PB) products, rising raw material and in the context of recession, PB commodity market expanded rapidly in the past few years, but did not like the think is so popular, and the accumulation of stock, so there have to re-evaluate the supermarket. However, the largest market ─ AEON PB has continued to strengthen PB merchandise. How can we manufacture a competitive PB commodity? AEON this time to practice for the foundation to identify the key.
PB biggest advantage of low commodity prices. Can reduce the price of two main reasons. Since preferentially placed in the store shelves, eliminating the national brand (NB) required advertising and through wholesalers in the middle of commission costs. Furthermore, retail will buyout, so no need to deal with the costs of inventory count in.
retail selling PB and other goods can be played in different stores and get designer goods is higher than the gross margin. But the premise is to sell a certain amount. Failing to do so will pay a lot of bad inventory. In order to suppress the risk, accurately predict "what extent the market demand?" Is very important. AEON processed foods and daily necessities PB commodities were in the country nine logistics centers to forecast future demand for 24 weeks, while the logistics center will be available to those weighty inventory.
existing PB case of goods from the Group's logistics company ─ AEON Global SCM (Chiba) in the past two years more than the actual selling to predict the future performance of the 24-week sales. As a result of the utility companies to coordinate marketing plan. For example, laid out in the most eye-catching "shelf ends", it will become the main reason for an increase in turnover.
AEON in the month, week, 24 weeks on the implementation of the copies of the demand forecast and entrust this to 200 PB commodity production manufacturers. Manufacturers as a basis to set production plans. On 1,100 kinds of selling goods, the manufacturer will establish such cooperation system sold.
new products, then the stage before this will work out strategies and do market research. For example, in a commodity category, PB merchandise sold composition ratio of 10%. In order to improve the profitability of species, and presumably wish to upgrade to 13%, it will need to think about "how the product is feasible?." Try listening to PB members commodity surveys and interviews in the store to buy a person to investigate PB commodity demand. NB actual reference mark also sell performance, the implementation of price, quality and quantity of each batch produced specific requirements.
2010 年 PB for February AEON turnover of 440 billion yen, an increase over the previous 2 percent. Currently in food, clothing, shelter has about 5,000 kinds of commodities in various fields limit 10%, respectively, while more than 1 billion yen a year business from the current 50 kinds of goods increased to 300 kinds of commodities.
AEON will check in a week about 50 kinds of commodities. Inspection of the project are coordinated to how to improve each of the types of goods turnover and gross margin strategy. PB commodities market growth and growth of the gap analysis. PB merchandise will focus on approximately 370,000 voice of the customer, utilization and development of new products in the forecast merchandise.
AEON in the products of the "sell by" not printed on the implementation of vendor name. Implement the "from production to retail selling fully responsible" attitude, and printed with the name of the other retail vendors of PB products are somewhat different.
good product to use low-cost procurement, the selected contract manufacturing company is also very important. Kenji Horii chairman personally involved in the German production facilities run by trade fairs and other activities, and that "all equipment manufacturers utilize intelligence." Because equipment manufacturers in the world who know all plant production equipment, equipment renewal period and the functioning of such information.
starting from June 23 PB started selling a commodity ─ third beer cans ¥ 88 (350ml), in supermarkets and other stores selling beer within the series is the cheapest drinks. Select to stable supply manufacturers and entrusted to South Korea's largest beer factory production. Within five days of selling in the open sale of 2.1 million cans. The third beer sales over the first of branded goods about 6 percent.
convenience store merchandise aimed at housewives PB layer ─ LAWSON launch low-cost new brand
convenience stores have expanded own brand (PB) products. LAWSON sold at the 6th female housewife as the main object of cheap new PB merchandise. Circle K Sunkus doubling parent ─ Uny PB of goods sold and other supermarkets. Convenience stores in the city center, saturation continues to increase, so the strategy into a supermarket housewife layer draw customers.
LAWSON new PB products - "LAWSON Select" price designer goods cheaper than the existing 2 percent, the actual price is set to rival the supermarket prices. Currently invest a glossy "moderate tissues (5 boxes)" (298 yen) and "Koshihikari rice (180g x3 pack)" (288 yen) and other 23 kinds of commodities, will be expanded before the end of August to 30 kinds of commodities.
LAWSON strengthened in the past few years, the price of 105 yen uniform PB commodity "Value Line" of selling. 2010 annual turnover in the group is estimated to be 70 billion yen, the PB product with few bags of food as the center, aimed at singles and old generations.
and Circle K Sunkus expansion Uny, Izumiya, Fuji and other three companies jointly developed PB commodity "Style One". "Mini pack fragrant pine (20 bags)" (178 yen) and the "pasta (100 grams x4 beam)" (198 yen) and other commodity prices this same advantage with the supermarket. The PB commodity end of fiscal 2009 to 55 kinds of commodities in 2010 increased to 100 kinds of commodities.
7-11 Japan also strengthened Seven & I Holdings common PB commodity "7 Premium". Ito-Yokado and used with the same price other stores sell, PB commodity turnover ratio in a year constitutes an increase of 2 percentage points above about 6%. After last year, increasing selling cooked food and other daily commodities PB dishes to enhance the housewives to store the frequency.
convenience store in the country's number of stores more than 40,000, the saturation of the market continued to increase, there is an urgent pioneering women so far have not yet fully wooing customers layer. Commence from 2007 onwards 7 Premium 7-11, the ratio of female customers increased by 5 percentage points from the time around, but only stay at about 40%.
In LAWSON among female customers stay in the 30% ratio. Because "there and supermarkets compared to the higher prices of cognition, housewife layer hardly come to buy", this time with the new PB products to refresh consumer awareness. Supermarkets also launched against the city just a small shop, aiming to enter the convenience store market, the overall reduction in the size of the market, it seems increasingly fierce competition for customers.
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