14. Private Label Products

No private label product was introduced for the sake of having private label.

This is 100 percent contrary to the policy of supermarkets. The supermarkets try to have a private label copy of every branded product, which they usually sell for less, but in these days of double coupons, “customer loyalty programs,” and God knows what else—who can tell? …

The willingness to do without any given product is one of the cornerstones of Trader Joe’s merchandising philosophy.
Once the virtual distribution system started working, its logistics were so good that we could buy some branded merchandise and sell it for less than the supermarkets, partly because we were willing to exchange one low landed cost for all the bells and whistles of ad allowances, slotting, etc. Sometimes the supermarkets got upset because we were underselling them, and held the manufacturers’ feet to the fire. Always gentlemen, we accommodated our vendors and sold the same stuff under our label.
I believe in the wisdom that you gain customers one by one, but you lose them in droves.
舒尔茨说星巴克的客户要一个个地抓，张勇说海底捞的客户要一桌桌地抓，都是一个道理，依赖口碑，而不是广告