SB/T 10619-2011 Specification for the development and operation of private brands in the retail industry SB/T10619-2011 Standard compression package decompression password: www.bzxz.net
This standard specifies the terms, general requirements and development and management process of private brands of retail enterprises. This standard is applicable to all retail formats that develop, operate and manage private brands.
This standard was drafted in accordance with the rules given in GB/T1.1-2009.
This standard was proposed and managed by the Ministry of Commerce of the People's Republic of China.
The drafting units of this standard: China Chain Store Association, China Resources Vanguard Co., Ltd., Daman International Consulting (Shanghai) Co., Ltd., Tesco TESCO Co., Ltd. The
main drafters of this standard: Yang Qingsong, Ma Zhongxing, Xu Jinlong, Zhang Zhiqiang, Dong Yajuan, Li Man.

Preface III
1 Scope1
2 Terms and Definitions1
3 General Requirements1
4 Development and Operation Management of Private Brands2
5 Supplier Management3
6 Copyright and Channel Management3
7 Fair Trade4
References5

ICS 03. 100. 01
Registration No.: 33690—2011
National Trade Industry Standard of the People's Republic of China SB/T10619—2011
Requirements for retailers private brand development and operation2011-08-10 Issued
Ministry of Commerce of the People's Republic of China
Implementation on 2011-12-01
2 Terms and Definitions
3 General Requirements
4 Development and Operation of Private Brands
Supplier Management
Edition and Channel Management
7 Fair Trade
References
SB/T 10619—2011
This standard was drafted in accordance with the rules given in GB/T1.1—2009. This standard was proposed and managed by the Ministry of Commerce of the People's Republic of China. SB/T106192011
The drafting units of this standard are: China Chain Store Association, China Resources Vanguard Co., Ltd., Daman International Consulting (Shanghai) Co., Ltd., and Tesco TESCO Co., Ltd.
The main drafters of this standard are: Yang Qingsong, Ma Zhongxing, Xu Jinlong, Zhang Zhiqiang, Ying Yajuan, and Li Man. 1 Scope
Specifications for the development and operation management of private brands in the retail industry This standard specifies the terms, general requirements and development management process related to the private brands of retail enterprises. This standard applies to all retail formats that develop, operate and manage private brands. 2 Terms and Definitions
The following terms and definitions apply to this document. 2.1
Private brand private brand
Corporate brand corporate brand
Store brand store brand
Retailer brand retailer brand
SB/T 10619—2011
Products produced by manufacturers in the form of a retail enterprise's trademark, corporate name, or a trademark independently registered or sublicensed by a retail enterprise, and in accordance with the product specifications and quality requirements established by the retail enterprise, or other technical means such as formulas, processes, designs, etc. with intellectual property rights licensed by the retail enterprise. 2.2
Factory brand factory brand
Trademark A brand of goods owned by a manufacturer, which is a form of trademark ownership corresponding to private brands. 2.3
Copyright
Copyright
refers to the rights (including property rights and personal rights) enjoyed by the authors of literary, artistic and scientific works over their works. The rights referred to in this standard are all copyrights of the brand name (in Chinese or other words) and its graphic logos registered by the retail enterprise for its own brand and its subordinate brands, and are protected when the trademark is illegally used. 2.4
Trademark
A mark with distinctive characteristics composed of words, graphics, letters, numbers, three-dimensional signs, colors, etc., used by the producer or operator of goods on the goods it produces, manufactures, processes or distributes, or by the provider of services on the services it provides, to distinguish the source of the goods or services. 2.5
Recall
The manufacturer or retailer recalls the goods that have been sold to consumers because it is found that the sold products are defective or do not meet the relevant safety standards. This is a solution to the batch problems caused by the manufacturer. 3 General requirements
3.1 Legal compliance
3.1.1 The development and operation management of private brands shall strictly comply with and implement relevant national laws, regulations, rules, systems and mandatory labeling requirements on product quality, safety, labeling, etc. 1
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SB/T 10619—2011
3.1.2 A complete private brand development, operation and management system should be established, and full-time personnel should be appointed to manage and supervise the development and operation of private brands. 3.2 Quality and safety
3.2.1 The production and processing qualifications of private brands shall comply with the requirements of relevant laws and regulations for related products. 3.2.2 The production process of private brands shall comply with relevant national requirements, and regular inspections shall be conducted to determine whether the manufacturers produce in accordance with established standards and requirements.
3.2.3 Retailers shall establish a full-process safety management system for private brands and establish a product removal and recall mechanism. 4 Development and management of private brands
4.1 Plan
4.1.1 Market research: Before developing private brands, sufficient market research should be conducted, especially research on consumer consumption tendencies and preferences.
4.1.2 Product positioning: Retailers should establish the market positioning and business strategy of private brands. 4.1.3 Product selection: According to the needs of public decision-making and market demand, according to the development plan, within the specified time, select and determine the categories to be developed, and conduct inspections of processing manufacturers. 4.1.4 Price research: After preliminarily determining the production and processing manufacturers, further cooperation intentions will be negotiated, the cost of goods will be determined, and the price and gross profit of the market will be calculated. If the price positioning does not match the concurrent strategy, it is necessary to re-plan. 4.1.5 Marketing plan: Determine the marketing strategy and plan, and formulate a complete marketing plan. 4.2 Development
4.2.1 Trademark registration: Design and determine the trademark of the private brand and go through all registration procedures. 4.2.2 Contract text: After negotiating with the manufacturer, the corresponding contract text should be sorted out in time and submitted for review. 4.2.3 Contract signing: After determining the price and gross profit level of the items to be issued, negotiate the contract with the production and processing manufacturers in time and sign the contract.
4.2.4 Packaging design: According to the products to be developed, contact the relevant departments to design the appearance and packaging. After submission and confirmation, the packaging is produced and processed.
4.2.5 Price setting: According to the products that have been developed, the price of similar products is set with reference to the price of the manufacturer's brand. Reasonable gross profit space should be limited to realize the advantages of brand development. 4.2.6 Pre-mass production inspection: The taste/sensory of the own brand should be tested, and technical indicators and quality plans, as well as packaging development control processes, should be formulated.
4.2.7 Production monitoring: According to the processing time of the product, on-site monitoring should be carried out, and the quality of the developed products should be checked at any time. After the processing of the goods is completed, the quality inspection report should be promptly requested from the manufacturer and sent to each store for inspection. 4.3 Sales
4.3.1 Plan production, determine the order quantity according to the development plan, and start batch production. 4.3.2 Product listing: After the production and processing manufacturer completes the production and processing of the goods, the store allocation of the goods should be carried out immediately and the order should be placed. 4.3.3 Inventory control: It is necessary to reasonably grasp the inventory of the own brand, coordinate the distribution center to control the inventory in time, speed up the turnover of inventory, and ensure the healthy turnover of inventory.
4.3.4 Brand marketing: According to the sales of the goods on the market, determine temporary, monthly, quarterly and annual promotion plans. According to the schedule setting of the promotion plan, coordinate the ordering department to control the inventory to reduce the out-of-stock rate of promotional goods. 4.3.5 Store display: According to the white brand of the development mountain, the product display plan should be carried out as soon as possible, and the corresponding department shall issue the display map to the store. 2
4,.4 Evaluation
SB/T 10619—2011
4.4.1 Quality evaluation: Regular spot checks should be conducted on private brands, and a sound daily product quality evaluation and control system should be established. 4.4.2 Supplier evaluation: Comprehensive evaluation of suppliers' production, quality, logistics, etc. 4.4.3 Performance and benefit evaluation: Evaluate the performance and benefits created by private brands in their categories, and compare them with manufacturer brands in terms of sales share, gross profit margin, etc.
4.4.4 Consumer feedback evaluation: Understand consumers' awareness of the price and quality of private brands, and it is advisable to use a third party to conduct evaluation. 4.5 After-sales service
4.5.1 Return and exchange: For goods that consumers request to be returned or exchanged, stores must strictly follow the return and exchange process to return and exchange private brands; for goods that manufacturers are not responsible for return and exchange, they need to be transferred between stores to digest inventory in a timely manner. For those that exceed the return and exchange requirements, the store is responsible for them.
4.5.2 Review: For substandard products that may pose a safety hazard to consumers, product recalls should be conducted. Retail companies should develop product recall plans, evaluations, and customer feedback procedures. In addition to recalls from consumers, product recalls should also include recalls of products with safety hazards or substandard products from the market and other distribution channels. 5 Supplier Management
5.1 Audit
5.1.1 Before auditing the factory, the designated manufacturer must first be informed of the audit procedures and required documents. The national and local industry standard testers should cooperate with the quality assurance personnel throughout the factory audit. 5.1.2 The private label processing manufacturer should have: business license, production license, health license, enterprise organization code, technical specifications, etc. At the same time, the factory should be pre-audited, and it is advisable to invite a third party to audit the factory. 5.2 Safety Management
Manufacturers should establish strict private label production processes and safety control standards. 5.3 Quality Management
5.3.1 The manufacturer must ensure that the designated factory is qualified and capable of strictly complying with relevant laws and regulations to produce and process the designated products.
5.3.2 The manufacturer must ensure that the factory has appropriate facilities and equipment, relevant standards and management procedures (such as HACCP or GMF, etc.), and the storage of raw materials should meet the requirements. 5.3.3 All documents on the use of materials and substances must be fully provided to retailers from beginning to end to facilitate quick verification of the ingredients of the product.
6 Copyright and channel management
6.1 Retail enterprises are responsible for registering their own brands and their sub-brands, and thus own all copyrights of brand names (Chinese or other texts) and their graphic logos. Copyright can protect retailers from illegal use of trademarks. 6.2 All brand names and logos registered by retail enterprises are owned by them. Manufacturers should respect the packaging design and logo regulations proposed by retailers and cannot change them at will. Any necessary changes should first be proposed to the relevant departments of the retail enterprises, and the final design plan must be confirmed by the retail enterprises.
6.3 Manufacturers are responsible for the right to use the graphic on the packaging bag. Unauthorized visual resources and illegally certified icons shall not be used in the packaging design of products.
6.4 The market scope of the own brand is determined by the retail enterprise that owns the brand copyright. Without the permission of the retail enterprise, manufacturers cannot sell products to other retailers.
Fair Trade
1 Retailers and suppliers should strictly abide by the principles of fair trade, and relevant requirements must comply with the "7.1
Measures for the Management of Fair Trade between Retailers and Suppliers".
7.2 In certain special circumstances, such as drastic fluctuations in market prices, changes in the prices of raw materials or exchange rates of imported products, retailers should communicate with manufacturers and adjust prices in a timely manner. E11
References
GB7718—2011 National Food Safety Standard Prepackaged Food Labeling Rules[2]
GB14881—1994 General Hygiene Standard for Food Enterprises GB/T19001—2008 Quality Management System Requirements[3
GB/T19080-2003
Guidelines for the Application of GB/T19001—2000 in Food and Beverage IndustrySB/T 10619—2011
"Measures for the Administration of Fair Trade between Retailers and Suppliers" Ministry of Commerce, National Development and Reform Commission, Ministry of Public Security, State Administration of Taxation, State Administration for Industry and Commerce, No. 17[5]
Order, October 13, 2006
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SB/T10619-2011
Print date: March 19, 2012F009A Domestic Trade of the People's Republic of China
Industry Standard
Specification for the Development and Operation of Private Brands in Retail IndustrySB/T 10619—2011
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Format: 880×1230
First edition: March 2012, first printing: March 2012*
Book number: 155066·2-23203Price: RMB 16.00If there is any printing error
, it will be replaced by our publishing center
Copyright: All rights reserved. Infringements will be investigated
Report phone number: (010) 6851010775 characters, 12,000 words
Format: 880×1230
First edition: March 2012, first printing: March 2012*
Book number: 155066·2-23203Price: RMB 16.00If there is any printing error
, it will be replaced by our publishing center
Copyright: All rights reserved. Infringements will be investigated
Report phone number: (010) 68510107
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