推进品类管理与自有品牌的战略要务：中国品类管理实践研究

Strategic Imperative toAdvance Category Management& Private Brands Forword 03 3Study of category management practices in China29 4Category management and private brands for The41 5 Conclusion and recommendations Contents Contact us 54 category. Category captains grounded in trusted retailer-supplier relationships are few, if any, in China. Nationalbrand manufacturers have developed deep categoryknowledge andknow-how, andcan build on their Fierce price wars between on-line platforms competing in“instant retail”. Thehigh speeddelivery of goods in underan hour. The growing popularity of membership clubformats and discount stores. All of these have exertedgreat pressure on retailers and restaurant operators.Instead of expansion, almost 60% of the Top 100 chainstores in China either stood still oractually reducedtheir The environment in ready and the timing is right to significantly level up category management capabilities (in supplier relationships, assortment planning, pricing,merchandising and private brands management) anddevelop private brand products for targeted customersegments. Themiddle incomepopulation and, inparticular, theupper middle income in China has beenrising rapidly. This trend is expected to continue.According to the EIU, there were 64 million households Category management and private brands expansion havebecome a strategic imperative, offering a way forbusinesses to sustain themselves in a dynamic andcrowded consumer market. According to our study ofcategory management practices in China by twelve Foreword Firstly, western retailers have stronger relationships withmanufacturers. Secondly, they havematureprivatebrands. In China, private brand penetration is in the lowsingle digits. Although there has been progress in recentyears, more resources and leadership attention is requiredto significantly grow the private brands portfolio. Thirdly, thank the China Chain Store & Franchise Association fortheir support of this study, and to Professor AnanthRaman, of Harvard Business School and Professor YasinAlan, of the Owen Graduate School of Management, Consumers in the new economy are well informed and demanding. According to PwC’s Voice of the Consumer2025 Global Survey-China report, Chinese consumerssurpass their global counterparts in the importance theyattach to food which is healthy and environmentallyfriendly. While they embrace products made or grown inChina, they also welcome international and imported Private brands are the public face of the retailers.Successful ones can contribute to the company’sperformance, improve customer loyalty, and ultimatelyenhance the retailer’s brand equity. This requires multi-year efforts and continuous investment in product andcustomer data analytics, as well as the use of technologyand AI tools to improve customers experience andenhance operational effectiveness. All this must be done,while not losing sight of what the company stands for. Carrie YuPwC China Consumer MarketsIndustry Leader Executive summary Executive summary Category management has been practiced in China for some time.However, initially, both domestic and international retailers focusedon rapid store expansion to gain market share. The consumers brands of “reasonable quality” products which are accessible to these Mastery of category management will be a competitive advantage forboth online and offline retailers. It is with this in mind that we haveprepared this study of category management practices in China. In 2005,80%[1]of households were earning US$ 5,000 p.a. or less,so affordability was the key consideration. Store operations and This report is comprised of five sections : 1.Executive summary 2.Overview of category management decisions By 2024, 64 million households had income of US$25,000 p.a. ormore. Consumers are now more sophisticated and demanding, whichis exacerbated by fierce competition in a mature market. 3.Study of category management practices in China 4.Category management and private brands for The NewConsumer One the other side of the spectrum, there are 216 million householdsearning less than US$10,000 p.a. and affordability is still a significant 5.Conclusions and recommendations Overview of category management decisions Category management is a joint retailer-supplierprocess of managing categories as strategic business Supplier relations Pricing units, producing enhanced results by focusing ondelivering value[1] .Making the right categorymanagement decisions is crucial for retailers to •The objective is to maximise overall categoryperformance–optimising sales, profit and traffic •Effective category management requires long-term,trust-based collaboration between retailers andsuppliers. A strong supplier partnership is crucial to This section sets out the key considerations forthese decisions, which are backed by academic •The ‘category captain’ model, whereby a leadingsupplier manages a product category on behalf of thereta