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📊 | Okuwa / "Super Center Okuwa Kamitonda" renewal


Okuwa / "Super Center Okuwa Kamitonda Store" renewal

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You can also purchase products that are unique to Okuwa, such as "Satsuma Mochi Pork," which boasts the sweetness of Okuwa's private brand "Okuwa Premium," and "Kishu Ume Madai," which is grown with food containing plum extract.

Okuwa will renovate and open the "Super Center Okuwa Kamitonda Store" in Wakayama Prefecture on November 11th. <Supermarket ... → Continue reading

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    Contains plum extract

    Private brand

    Private brandIsretail store-WholesalerPlanned and uniquebrand(商標)soSaleToProducts.

    Specifically, it is to sell products of its own brand, which are developed and produced in collaboration with manufacturers under the initiative of distributors, at low prices.National brand(NB)[Note 1]Antonym of.

    PBAbbreviated as "Store brand, In Japanese "Independently planned productsIs translated into Japanese.


    The type of product isFood-Daily necessities-clothing-Home appliancesThere are many foods and daily necessities that are consumed on a daily basis.[1].

    Japan's oldest private brandDaimaru 1959Men's clothing brand released inTrojanFor foodDaieiReleased in 1960 the following yearDaiei orangesIs[1].

    1960Major from aroundDepartment store,supermarket,Japan Consumers' Cooperative FederationHas started to make private brand products, but at that time it was cheaper than national brand products品質Although it became a boom when the economy was inferior and the economic situation was bad, it was not common.Full-scale risethe 1980sFrom the middle, originallySeiyuStarted as a private product of "MujiAs a symbol of independence and price destruction, Daiei's "SavingWith the introduction of products and other products, private products have gained a certain position.

    2006From aroundoilAnd soaring raw materials,Sub prime loanThe price of national brand products has risen due to the economic crisis triggered by the economy, and consumers have become more conscious of saving money.Nikkei Trendy"200830 best hit products"PB (private brand)" is in first placeNikkei MJ"2008Nikkei hit product numbering』West ofYokozunaPrivate brand "Seven Premium (Seven-Eleven) ”・“Top value(AEON group)[Note 2]Was elected. Since 2009, it has been reported that major distribution groups will increase the ratio of PB products to sales.The market size is estimated to be about 3 trillion yen (as of 2012)[1].

    Product planning / production

    Product planningChain store-Co-opBy retailers such asGSC-Full eclipse chain-Eight societyBy a joint purchasing organization by multiple chain stores, such asKokubu-Mitsubishi foodIt is roughly divided into three types by major wholesalers such as.

    For the production and supply of products, when ordering and supplying from small and medium-sized manufacturers, when ordering and supplying from a manufacturer specializing in contract manufacturing, ordering from a major manufacturer with a national brand and ordering existing national brand productsOEMThere are cases where it is supplied (controlled label) and cases where it is produced and supplied in-house (chain brand).


    Until the 1980s, it was often outsourced to small and medium-sized manufacturers with weak brand power.品質It was one of the causes of inferiority, but in recent years, it is often planned and produced jointly with major distribution groups and major national brand manufacturers.[Source required]..As a result, quality has become stable, leading to a PB product boom from the mid-2000s.[Source required].

    Except for some companies, the seller (retail store) handles various inquiries about products, so the manufacturer (manufacturer) is not open to the public in principle.[Note 3][Source required]..However, it will be listed if the product (alcoholic beverages, dairy products, etc.) that the manufacturer is required to list by law or if it is published under the private brand policy.[Note 4][Source required]..In particular, the contents may be the same as those of major national brand products, or the product may be aimed at increasing the sense of security and bargain for consumers by knowing the manufacturer.[Note 5][Source required]..For foods that can be preservedAfter-Sales ServiceIn some cases, the manufacturer in charge of manufacturing may be the contact point for inquiries.[Source required].

    However, it was discovered at the end of December 2013Acry Foods pesticide contamination caseThen, because the collection of the target product without the manufacturer's name was hindered, the coping method when a product requiring collection occurred became apparent as a problem.[2]..Because of that, from April 2015, 4Food Labeling LawWith the enforcement, including national brand productsUse of factory-specific symbols only when manufacturing the same product in multiple factoriesFor products manufactured in only one factory, it is necessary to display the manufacturer's name and the name and address of the manufacturing factory (1 year and 6 months for fresh foods and 5 years for processed foods).[3].


    • Consumer side
      • You can buy products of almost the same quality as national brands at a lower price.
      • You can purchase high quality and value-added products that are not found in national brands.
    • Sales side
      • Since the product specifications can be easily changed, it is possible to sell products that directly reflect the voices of retailers and consumers.
      • Since no advertising / operating costs or wholesalers are required, the gross profit margin is about 5 to 10 points higher than that of national brand products.[1], The selling price can be set freely (≒ ""EDLP)).
      • By specifying raw materials, manufacturing methods, and specifications, it is possible to add original value to products and improve the corporate and brand image.
    • Manufacturer side
      • By guaranteeing a certain amount of sales, it is possible to increase the factory utilization rate and efficiently produce even in the off-season, which makes it possible to reduce costs.
      • By stabilizing sales, the management of the manufacturer will be stable.
      • It can create the soil for national brand development and marketing.


    • Consumer side
      • Even if it looks the same as a national brand, the raw materials, blending ratio, processing method, and content may be changed, which may affect the flavor and texture, and the quality may be appropriate for the price or higher.
      • Since retailers give priority to private brand products, the handling of national brand products may be reduced and the range of product choices may be narrowed.
      • Since there are many products with lower prices than national brands from the beginning, it is difficult to become a bargain product (Expiration SoonExcludes discounts on nearby foods).
    • Sales side
      • Since it is a full purchase, it cannot be returned even if it is unsold, and it cannot be resold to other companies.In addition, if the timing of additional production is incorrect, the product will be out of stock for a long period of time, so inventory risk always occurs.
      • In the event of an accident such as food poisoning or foreign matter contamination, the manufacturer must take responsibility for handling complaints on behalf of the manufacturer.Also after the end of productionAfter-Sales ServiceMust also be done.
    • Manufacturer side
      • Sales of national brand products produced in parallel may decrease.
      • Depending on the product, the gross profit margin may be about 10 points lower than that of national brands.[1].
      • If there is a discrepancy with the standard pointed out by the seller, you may be refused receipt of the product.Especially in the case of food, it is not possible to refill the contents, let alone resell it, and it is necessary to hold a large amount of inventory or dispose of it as it is, and the cost that should be recoverable does not come in, which makes it difficult to raise funds.
      • If the dependence on contract production increases, the development and sales capabilities of national brands will decline, and the factory utilization rate will depend on the order quantity of the ordering party.

    Major private brands

    Originally developed products such as major distributors

    • TOPVALU(ion)-In 1994Top valueStarted selling as, in 2000Top valueChange to. Approximately 2011 items and sales of approximately 6,000 billion yen in FY5,273[1].. In FY2016, sales were 7,156 billion yen.[4].Inageya-Maruetsuな どionAlso handled by companies that have a capital and business alliance with.
      • TOPVALU Select-A slightly higher product with an emphasis on quality.
      • TOPVALU-Products in the normal price range.
      • TOPVALU Best Price-A second line that is even cheaper than regular TOPVALU products. Started selling in 2010.
      • TOPVALU Green Eye
    • HapYcom(Aeon) --Aeon's drugstores and Aeon's drug divisionOver-the-counter medicineBrand. Welcia was used until May 2009.
    • With your approval (Seiyu)- Great valueBorn after transitioning from. December 2012, 12 sales start[5].
    • Kihon no Ki (Seiyu)
    • Great value (Walmart) -Also handled by Seiyu, a subsidiary.
    • Seven Premium(Seven & i Holdings)-Started selling 2007 items in May 5.The manufacturer is specified for all products, and the contact point for inquiries is also the manufacturer.Seven-Eleven,Ito-Yokado,York-Benimaru,Sogo/SeibuNot only group companies such asTenmaya storeIt is also supplied to.About 75% of sales come from Seven-Eleven. Approximately 2011 items and sales of approximately 1,500 billion yen in FY4,200[1].. In FY2016, sales of 3,650 items were 1 billion yen.[6].
      • Seven Premium
      • Seven Premium Gold
      • Seven Premium Fresh
      • Seven Premium Lifestyle
    • Style One[7](Uni-Izumiya-Fuji Retailing)
      20093ToTokai regionWith UNY based onKinkiBased on Izumiya,Chugoku-Shikoku regionAnnounced the development of a joint private brand product by Fuji's three companies based on6/24Announced that the brand name will be "Style One" in the three social studies.And 38/21Than"Style oneBy the brand nameFood90 itemsDaily necessitiesLaunched 10 items at the same time by 3 companiesionof"Top value"Seven & i Holdingsof"Seven PremiumIt was decided to oppose the "PB2 strength" of.The catch phrase is "My favorite.. "
      The above three companies involved in the development of "Style One" brand products[8] In addition to directly managed and affiliated stores ofSun rib"Marushok(BothSunrib Marshok Group)When"mini piago"(CurrentlyG-7 HoldingsIt is also available under the umbrella).Long time agoUNY Group Holdings(LaterUni Family Mart Holdings) Under the umbrellaconvenience store"Circle K(Only for stores in Japan. Also, for stores in JapanFamilyMartConverted to), "thanks"(FamilyMartIt was also available at stores (already converted to).
      Style one brandCup NoodleRegarding vertical cups (soy sauce ramen, etc.), UNY uses the flow from "e-price".Nissin FoodMade in Izumiya, the flow from "good-i"Ace cockThe "salty soy sauce ramen cup" was integrated into the one made by Nissin Foods by the fall of 2010, although it was different depending on the store, such as the one made by NISSIN FOODS.CurrentlySanyo food,Toyo SuisanMade-to-order products are also sold by stores.Bag noodles(Instant noodle) Is for each companyAkeboshi foodMade of products are on sale.[Source required]
      20118, Circle K Sunkus Co., Ltd. (later the second generation FamilyMart Co., Ltd.) developed a uniform 2 yenConfectionerySeries brand "Hogara KataimuAll products have been switched to the "Style One" brand.
      20169/1In addition, UNY Group Holdings, which was the parent company of UNY and Circle K Sunkus (first generation)FamilyMartCircle K Sunkus changed its trade name to (2nd generation) FamilyMart after the business integration with UNY FamilyMart Holdings Co., Ltd. was newly established.Even after the business integration, the Circle K Sunkus store continued to sell "Style One" brand products, but FamilyMart's private brand "Family mart collectionThe number of stores switching to "" is increasing, and FamilyMart also announced that it would like to complete the switch of all products by the spring of 2017 in order to bring out the results of the business integration as soon as possible.[9]..And the supply to the stores of Circle K Sunkus, which has not been converted to FamilyMart, ended at the end of February 2017.[10]..However, the supply of "Style One" brand products to Apita, Piago, and mini Piago (excluding collaboration stores with FamilyMart) will continue.
      2014IzumiyaHankyu Hanshin Toho Group OfHXNUMXO RetailingAnd business integration[11].2018FujiionCapital and business alliance with[12]Then,2022To be under the umbrella of Aeon.2019UnyDon Quixote Holdings(CurrentPan Pacific International Holdings) Became a subsidiary[13]..Individual private brand in each affiliated company[Note 6]The trend of "Style One" was attracting attention, but in 20194/16Uny and Izumiya revealed that "Style One" will continue to exist in the future[14].. same year4/22Fuji has also announced that it will continue, and with the background of the industry reorganization mentioned above, Fuji has announced that it will lead product development and brand development in the future.[15].
      In February 2020, 2 Ichiba, which operates mini Piago, left the UNY Group, but Style One continues to be handled.
      In addition, the "good-i" brand of PB products developed by Izumiya isfor the time being[When?]In addition to continuing sales in parallel with "Style One," Fuji's PB product "Living Malt" is being switched to "Style One," focusing on groceries.[When?].
      Even before this "Style One" brand started2008UNY has entered into a business alliance such as joint purchase with Izumiya, and some of UNY's (Apita Piago, etc.) PB products "e-price" are now available at Izumiya. It was.
    • Prime ONE[16](Uny Izumiya Fuji Retailing) -Style One's premium brand attached to groceries and miscellaneous goods that are of higher quality and commitment than Style One.The price is a little higher than Style One.The catch phrase is "One level higher, satisfaction.. "
    • UUCS
    • e-price (Uny)
    • Good eye (Izumiya)
    • mykai (Rogers)
    • maruetsu365 [Maruetsu Sanrokugo] (Maruetsu)
    • Mandai selection (Many generations)
    • Professional specification (Meat Hanamasa)
    • Valor select, Valor plus (Barrow)
    • Smile life (Life corporation)[17]
    • Life Premium (Life Corporation)[18]
    • Life Natural (Life Corporation)[19]
    • Star Select (Life Corporation ・Yaoko)[20]
    • Living (Sun rib-Marushok)
    • Tokyu Store Plus (Tokyu Store Plus)Tokyu store)- Long time agoTokyu ExcellentAndTokyu SelectI was calling myself.
    • Hankyu taste (Hankyu Oasis)
    • @HOME, CAINZ (Cainz)
    • D2 Original (Keio)
    • Passion price (Pan Pacific International Holdings Don Quixote,Nagasakiya)
    • Make a GOOD Choice !, Make a ECO Choice! (MrMAXMore)
    • LIFE LEX (LIFE LEX)Konan)
    • EDLP [Everyday Low Price] (Kohnan)
    • SOUTHERN PORT (Kohnan)
    • PRO-TEC (Kohnan)
    • K +, Athena Life, Midorikan (Komeri)
    • Roy Valu (Royal Home Center)
    • M's one (M's one)Tsuruha)
    • Living rhythm (Tsuruha Holdings)
    • Basic (Yakuodo)
    • MK CUSTOMER (Matsumotokiyoshi)
    • Algeran (Matsumotokiyoshi)
    • Lunta (Matsumotokiyoshi)
    • Melano Science (Matsumotokiyoshi)
    • Japanese supplement (Matsumotokiyoshi)
    • HJB (CFS Corporation)
    • S Select (Cedar pharmacy)-Sold by the companyMedicine,Daily necessitiesPart of.
      • S Unique-A part of the daily necessities that the company sells.
      • S. Lumier-Cosmetics sold by the company.
    • WELL-US (Giraffe)
    • The power of Daikoku (Daikoku Drug)
    • ON365 [Onsan Rokugo] (Cosmos drug)
    • green label relaxing (United arrows)
    • Viva Life (Viva Home)
    • BIG-A (Big-A)
    • IGNIO(Alpine)
    • Y's select (Yamada Denki) -Transition from herbal relaxation.
    • ELSONIC (Nojima)
    • CLOSSHI (Shimamura)
    • joyful DAYS (Joyful Honda)
    • Daiso Select (Daiso)-Some of the groceries and daily necessities that the company sells.
    • Do! STARS (Cando)
    • Watts Select (Watts)
    • AUTOBACS quality (AUTOBACS Seven)
    • D-PRICE (D-PRICE)Daikoku Tensan)
    • mykai (Hokushin Shoji)
    • Hellos Selection (Hallows)
    • Body Welcia / Living Welcia (Welcia)

    In addition, major100 Yen shopThen, in many cases, we order from a major famous NB manufacturer as our own product.

    convenience store

    • Famimaru (FamilyMart)-Started selling under the name of "FamilyMart Collection" in October 2012, and gradually transitioned from the old brand.There are two types, the "regular line" in the white package and the "platinum line" in the brown package targeting middle-aged and older people. In 10, we will handle about 2 items, aiming for sales of 2012 billion yen.[1].. Due to the management integration of FamilyMart and UNY Group Holdings in September 2016Circle K,thanksAt the stores in Japan, "Style One" was gradually replaced by the FamilyMart collection. From October 2021, 10, the name will be changed to "Famimaru" by integrating with the lunch and side dish brand "Mother's Cafeteria", and the old brand will be gradually transferred.[21].
    • Lawson ――For all brands, about 2011 items and sales of about 1,500 billion yen in FY1,000[1].
      • Value line (Lawson,Lawson Store 100) --Started nationwide expansion in 2008.
      • Lawson Select --Launched in 2010.Has a business and capital tie-up with LawsonpoplarBut some products are available.
      • Uchi Cafe-Dessert.
      • Around the snack. --Sweets.
    • Secoma (formerly Seiko Fresh) (Seicomart)
    • 100 good tastes (Daily Yamazaki) --Basically, it's a private brand of Daily Yamazaki,Super yamazaki,Homac NicotteIt may also be sold at some stores.

    Originally developed products of foreign-affiliated distribution industry

    • Great value (Walmart)-Introduced by Seiyu in 2005 in Japan.
    • Carrefour brand (Carrefour)
      • Rufre de France (Carrefour)
      • Carrefour Discount (Carrefour)
      • NO.1 (commonly known as "N1", Carrefour)
    • Tesco brand (Tesco, Mainly in JapanTsurukame LandHandling at)
      • Tesco Value (Tesco, mainly handled at Tsurukame Land in Japan)
    • Kirkland Signature (Costco)

    Voluntary chain jointly developed product


    Private brand that once existed

    • Saving, BUBU, Cortina, I want to eat deliciously! , Living 88, Salib, Attachment specifications, FIT (Daiei)
      When joining the AEON Group, it was integrated with TOPVALU and disappeared.
    • Green eye (ion)
      1993Debut.2000Integrated as "TOPVALU Green Eye"[25].
    • Hoodex, Homex (Maruetsu)
    • Fine Select (Seiyu)
    • Life support super price (Mycal)
      It was mainly developed for food and daily consumables, but in the process of bankruptcy in 2001 and business restructuring sponsored by Aeon, it was gradually replaced by TOPVALU and abolished.Sold by Jess Mac of Mycal Group.
    • Muji(Seiyu)
      Originally1980It was Seiyu's private brand that was born in1983ToAoyamaAfter opening a directly managed store in1989Independently changed the company name to "Ryohin Keikaku".It still exists as a brand in a broad sense.
    • Cut price (Ito-Yokado)
    • Living malt (Fuji)
      Style OneDisappeared in the transition to.

    Private label in bankruptcy or integrated retail

    • Hundred years old ()
      mainlyMiyazakiAt the discount store inside2004Bankruptcy. To CMBatten ArakawaWas performing.
    • OffPrice (Yanagen)
      He joined the Heiwado Group from around September 2005, but around March 9.Nichiryu GroupAbolished due to switching to the private brand "Kurashi Moa".

    Fact-finding survey by the Ministry of Agriculture, Forestry and Fisheries

    2009 year 8 month,Ministry of AgricultureAs a subsidized project, the incorporated association started a fact-finding survey on the planning, development, manufacturing, and distribution of PB products targeting food manufacturers and supermarkets, and announced the survey results on April 2010, 4.[26].


    [How to use footnotes]

    注 釈

    1. ^ In the case of home appliances, national brand products are referred to as private brand products.Proper productsOften called.
    2. ^ The eastern yokozuna is a further evolution of the private brand.Manufacturing and retailingIs,UNIQLO-H&M.
    3. ^ As a sellerion,Japan Consumers' Cooperative FederationAs a distributor company, the manufacturer and the manufacturing factoryFactory-specific codeIt is replaced by.
    4. ^ Called a double chop, or double brand.
    5. ^ The term "co-development" is often used to promote such products.
    6. ^ Uny Brothers CompanyDon QuixoteIs "passion price", of the Izumiya brothersHankyu OasisIs developing "Taste of Hankyu".Fuji is affiliated with Aeon,Top valueNot for sale.


    1. ^ a b c d e f g h i j k "Special feature: Behind the scenes of PB products", "Weekly Toyo Keizai" December 2012, 12 issue, Toyo Keizai Inc., December 22,ISSN 0918 – 5755.
    2. ^ Other companies' PB pitfalls Acry pesticide detection Some products are not listed by the manufacturer --January 2014, 1 Tokyo Shimbun
    3. ^ How will it change with the enforcement of the Food Labeling Law?Food labeling
    4. ^ Aeon Co., Ltd. Financial Results Supplement for FY2017 / 2 (92nd Term) --AEON Co., Ltd.
    5. ^ Seiyu announces new private brand "Everyone's endorsement" --Seiyu Press Release (December 2912, 12)
    6. ^ Seven & i Holdings Co., Ltd. Financial Results for the Fiscal Year Ending February 2017 --Seven & i Holdings Co., Ltd.
    7. ^ Style one
    8. ^ Logistics Partner Co., Ltd. “Uny, Izumiya, Fuji / 3 companies collaborate PB "Style One" continues". Distribution News. 2020/11/16Browse.
    9. ^ Unify Circle K, Sunkus, and FamilyMart products by next spring --Asahi Shimbun Digital Article dated September 2016, 9
    10. ^ Product integration of FamilyMart Circle K Sunkus is complete! -Famima's popular products can also be purchased at Circle K Sunkus nationwide! | News Release | FamilyMart --FamilyMart February 2017, 02
    11. ^ "Notice of business integration through share exchange between HXNUMXO Retailing Corporation and Izumiya Co., Ltd.”. H2014O Retailing Corporation, Izumiya Co., Ltd. (created on January 1, 31). 2019/5/14Browse.
    12. ^ "Notice of capital and business alliance between Fuji Co., Ltd. and Aeon Co., Ltd.”. Fuji Aeon Co., Ltd. (created on October 2018, 10). 2019/5/14Browse.
    13. ^ "Notice regarding the completion of the acquisition of shares of UNY Co., Ltd. (making it a wholly owned subsidiary)”. Don Quijote Holdings Co., Ltd. (created on January 2019, 1). 2019/5/14Browse.
    14. ^ "Uny, Izumiya, Fuji / 3 companies collaborate PB "Style One" continues”. Distribution News (created on September 2019, 4). 2019/5/14Browse.
    15. ^ "Reasons why Fuji, which has a capital and business alliance with Aeon, keeps a distance from TOPVALU”. Diamond Chain Store (created April 2019, 4). 2019/5/15Browse.
    16. ^ Prime One
    17. ^ "Smile life”. Life Corporation. 2020/10/4Browse.
    18. ^ "Life premium”. Life Corporation. 2020/10/4Browse.
    19. ^ "Life natural”. Life Corporation. 2020/10/4Browse.
    20. ^ "Star select”. Life Corporation. 2020/10/4Browse.
    21. ^ "Famima changes brand from" Mom's dining room "to" Famimaru "". Asahi Shimbun digital(July 2021, 10). https://www.asahi.com/articles/ASPBL5R8HPBLULFA006.html 2021/10/19Browse. 
    22. ^ Confex Group
    23. ^ Official website of Confectionery Technology Center
    24. ^ ELFINDOLL | Nishimatsuya
    25. ^ TOPVALU Green Eye
    26. ^ Current status and issues of PB efforts in food companies

    Reference site


    • Kaori Fujino "Hit! Mechanism of PB product planning, development and sales ”Tongwen Guan Publishing Co., Ltd., Tokyo, 2009.ISBN 978-4-495-58501-3. 
    • "The back side of PB products", "Weekly Toyo Keizai" December 2012, 12 issue, Toyo Keizai, December 22,ISSN 0918 – 5755.

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