The way of competition among retailers can no longer be limited to the price war of selling manufacturers' products. Retailers need to establish their own brands for differentiated competition. Even though differentiated competition requires efforts in many aspects, it is an effective way to implement its own brand marketing strategy.

2, accurate positioning, to adapt to customers

Retailers sell similar brands of manufacturers, and other factors, such as the atmosphere in the store, are easily imitated by competitors. Only by relying on the core competitiveness of brands can differentiated competition be carried out. In order to compete for brand differentiation, brand positioning must be accurate.

In addition to choosing the right manufacturer brand to differentiate retailers, the positioning of private brands is more important, and private brands can better represent the image of retail to some extent. For example, Watsons deals in personal care products, the brand image is "healthy, good and fun", and the target customers are fashionable women aged 65, 438+08-35. The development of private brand is very consistent with its brand positioning and target customers, thus achieving differentiated competition.

3. Design products and set prices.

There are all kinds of products in the retail industry, but not every product is suitable for the development of its own brand. You should choose your own brand. Retailers should make use of the advantages of directly facing consumers, actively study countermeasures and schemes, put forward new product design schemes or requirements that are most likely to meet different needs of consumers on the basis of timely capturing, collecting and analyzing consumer needs, and develop and design their own brand products.

Generally speaking, the frequency of developing and buying goods by private brands is higher, and customers only pay attention to their quality and are not very sensitive to their brands. Because consumers have a consumption test process for branded goods, those consumers are more concerned about product quality than branded goods, and the entry threshold for independent brands is relatively low, so they can only compete with manufacturers' brands by virtue of good quality.

Extended data:

The development of retailers' own brands can't be like that of well-known manufacturers' brands at the beginning, because they have established a certain brand loyalty, and sales are driven by consumers, while private brands rely on a lot of publicity in stores, so they are more driven by sales. Then, the retailer's sales channels are particularly important.

Retailers can make use of brand advantages for chain operation. First, chain operation can reduce costs and create competitive price advantages through a large number of centralized procurement and production, and can also implement unified distribution in a short time; Secondly, the extensive regional scope of chain operation has laid the market foundation for private brands, expanded the market position of retail enterprises from the extension, made it easier for private brands to enter the vast market field and expand in an all-round way, and made private brands have a wider consumer audience.

Finally, the reputation of chain retail enterprises in the original commercial field and the consistent service and image they bring to consumers can also reduce consumers' cognitive cost of their own brands and improve their affinity.