Handelsmarke

Handelsmarke: Definition, Formel, Beispiel und FAQs

What Is Handelsmarke?

A Handelsmarke, often translated as "private label" or "store brand," refers to a product manufactured by a third party or a retailer's own subsidiary, but sold under the brand name of a retailer or wholesaler. This concept falls under the broader umbrella of Marketing and Business Strategy. Unlike national or manufacturer brands, a Handelsmarke is exclusively owned and controlled by the distributor or retailer that sells it. The primary appeal of a Handelsmarke for retailers is the potential for higher Gewinnmarge compared to selling national brands, as they have greater control over production costs and pricing. These products span a wide array of categories, from Konsumgüter like food and beverages to electronics and apparel, and are a key component of a retailer's Markenstrategie.

History and Origin

The origins of private label products, or Handelsmarken, date back centuries, with early examples found in the textile industry where fabrics were produced and then sold under various retailers' brand names. The 19th century saw the emergence of private label brands offering quality goods at lower prices, providing retailers greater independence from suppliers and more control over product quality.¹⁸, ¹⁹, ²⁰ Notable examples include early private brand coffee from A&P in 1859 and Craftsman Tools from Sears in 1927.¹⁷

While some associate the emergence of "generic" products with the economic challenges of the 1970s, which featured plain packaging and a focus on extreme value, the broader concept of Handelsmarke predates this period significantly.¹⁶ Over the decades, the perception of Handelsmarke products has evolved. What was once seen primarily as a cheaper, lower-quality alternative has transformed into a strategic tool for retailers to build loyalty and differentiate themselves. A NielsenIQ analysis highlights this evolution, noting that private label sales have surged globally, moving beyond mere budget alternatives to become a cornerstone of modern retail strategy, with consumers increasingly purchasing more private label products.
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Key Takeaways

• A Handelsmarke is a product sold under a retailer's or wholesaler's brand, rather than the manufacturer's brand.
• They often offer higher profit margins for retailers due to greater control over production and marketing.
• The market share of Handelsmarken has steadily grown, driven by consumer demand for value and improved product quality.
• Handelsmarken help retailers build Kundenbindung and enhance their corporate identity.
• Challenges include overcoming perceptions of lower quality and managing complex Lieferkette operations.

Formula and Calculation

While there isn't a single universal formula for a Handelsmarke itself, its financial viability is often assessed through metrics like gross profit margin and market share.

The Gross Profit Margin for a Handelsmarke can be calculated as:

Where:

• Revenue per Unit: The selling price of one unit of the Handelsmarke product.
• Cost of Goods Sold per Unit: The direct costs associated with producing one unit, including raw materials, manufacturing costs, and potentially packaging and logistics for the Handelsmarke. This calculation is crucial for understanding the profitability of a Handelsmarke and comparing it to other products in a retailer's inventory, contributing to effective Kostenmanagement.

Retailers also track the Market Share of their Handelsmarke products relative to the overall market for a given product category.

An increasing Marktanteil for a Handelsmarke signals growing consumer acceptance and a successful Preisstrategie.

Interpreting the Handelsmarke

Interpreting the success and strategic importance of a Handelsmarke involves looking beyond just sales figures. A successful Handelsmarke indicates that a Einzelhandel business has effectively leveraged its brand to offer products that resonate with consumers, often combining competitive pricing with acceptable, or even superior, quality. The perception of a Handelsmarke has shifted significantly, with a growing number of consumers viewing them as high-quality alternatives and good value for money.¹², ¹³, ¹⁴

When a retailer’s Handelsmarke gains traction, it can signal a strong Wettbewerbsvorteil by fostering direct customer loyalty to the store itself, rather than to external manufacturers. This also allows the retailer greater flexibility in product offerings and promotions, directly influencing their market position and long-term viability.

Hypothetical Example

Consider "Grünstrom Energie", a hypothetical grocery chain that decides to introduce its own Handelsmarke for organic dairy products, called "Landliebe Bio". Instead of just selling organic milk from established national brands, Grünstrom Energie contracts a regional organic farm to produce milk and yogurt under the "Landliebe Bio" brand.

Grünstrom Energie aims to offer "Landliebe Bio" products at a slightly lower price than leading organic national brands while maintaining comparable quality. This strategy allows them to capture a segment of the market seeking both value and organic certification. They focus on Produktentwicklung to ensure the taste and texture are appealing. By successfully marketing "Landliebe Bio" as a high-quality, affordable organic option, Grünstrom Energie strengthens its overall brand and creates a distinct offering that competing supermarkets cannot replicate with national brands alone. This also helps build greater customer loyalty to the Grünstrom Energie store, rather than just to the products it stocks.

Practical Applications

Handelsmarken are widely adopted across various sectors due to their strategic benefits:

• Retail Strategy: Supermarket chains like Aldi and Lidl extensively use Handelsmarken to differentiate themselves and offer competitive pricing, often building their entire business model around them. Retailers invest heavily in store brands, viewing them as a strategic lever for growth, shopper loyalty, and brand identity.
• ¹¹Cost Control: By controlling the manufacturing process, either directly or through contract manufacturers, retailers can often achieve lower production costs compared to distributing national brands, which involve manufacturer marketing overheads.
• Innovation and Niche Markets: Retailers can quickly introduce new Handelsmarke products to fill market gaps or cater to niche consumer demands, such as organic, gluten-free, or sustainable options, without relying on external brand timelines.
• E-commerce: The rise of e-commerce has further boosted Handelsmarken, as online retailers can create and promote their own brands directly to consumers, bypassing traditional Vertriebskanäle.
• Economic Impact: During periods of economic pressure, such as high inflation, consumers often shift towards Handelsmarken to seek better value, which can significantly boost their market share. A Reuters report indicated that private label foods were gaining market share as inflation impacted consumer spending. This tr¹⁰end is also observed in broader consumer behavior, with a NielsenIQ report highlighting that over half of global respondents are increasingly purchasing more private label products. Insight⁹s from the Kellogg School of Management suggest that private labels are no longer merely cheap knockoffs but have evolved strategically, challenging traditional brand dominance.

Lim⁸itations and Criticisms

Despite their advantages, Handelsmarken face several limitations and criticisms:

• Quality Perception: Historically, a major challenge for Handelsmarken has been overcoming the perception of lower quality compared to well-established national brands. Consumers may be hesitant to try private label products, associating national brands with higher quality and reliability. Maintai⁷ning consistent Qualitätskontrolle across a diverse range of products and manufacturers is crucial, yet complex.
• Brand Awareness and Marketing: Building strong brand awareness for a new Handelsmarke requires significant Marketing investment, as they lack the long-standing recognition and extensive advertising budgets of national brands. Retailer⁶s must effectively convey the value and unique selling propositions of their private label offerings.
• Supply Chain Complexities: Managing the Lieferkette for Handelsmarken can be more complex for retailers. They assume greater responsibility for sourcing, production, inventory, and logistics, which can lead to challenges in maintaining consistent supply and quality control. Issues l⁴, ⁵ike ensuring food safety or finding alternative raw material sources can complicate operations. Accordin³g to Supply Chain Dive, ensuring quality over cost is a persistent challenge for private labels.
• Co²nsumer Trust and Loyalty: While many consumers now view Handelsmarken as good alternatives, some product categories, particularly those related to health, beauty, and wellness, still see consumers defaulting to trusted national brands due to perceived efficacy and established loyalty.

Hand¹elsmarke vs. Herstellermarke

The primary distinction between a Handelsmarke (private label) and a Herstellermarke (manufacturer's brand) lies in ownership and strategic control.

A Handelsmarke is owned by the retailer or wholesaler that sells the product. The retailer dictates the product specifications, quality, packaging, and pricing, even if the actual manufacturing is outsourced. This allows the retailer to capture higher profit margins and build loyalty directly to their store. Examples include store-brand cereals or supermarket-branded cleaning supplies.

Conversely, a Herstellermarke is owned and controlled by the company that manufactures it. These brands, often referred to as "national brands," are widely distributed across multiple retailers and typically carry significant brand recognition built through extensive advertising and marketing campaigns. Examples include major brands of soft drinks, electronics, or clothing. The manufacturer determines the product, its marketing, and often influences the retail price.

While a Herstellermarke focuses on brand equity for the producer, a Handelsmarke emphasizes building the brand equity of the retail outlet itself. Consumers often perceive a Herstellermarke as offering guaranteed quality due to widespread recognition, whereas a Handelsmarke has to actively build its reputation. The competition between these two types of brands is dynamic, with Handelsmarken increasingly challenging the dominance of Herstellermarken by offering competitive quality and value.

FAQs

What is the main advantage of a Handelsmarke for retailers?

The main advantage for retailers is the potential for higher Gewinnmarge because they control the production costs and pricing of the product. It also allows them to build stronger Kundenbindung directly to their store's brand.

Are Handelsmarken always cheaper than national brands?

Not necessarily. While many Handelsmarken are positioned as more affordable alternatives, there's a growing trend of "premium private labels" that rival or even exceed the quality and price of national brands. The primary goal is often to offer compelling value, which can be a balance of price and perceived quality.

How do Handelsmarken impact consumer choice?

Handelsmarken broaden consumer choice by offering alternatives to national brands, often at different price points or with unique features. They can also introduce new product varieties and promote innovation within categories, influencing what products are available in the Einzelhandel market.

Do manufacturers produce both Handelsmarken and their own brands?

Yes, it is common for manufacturers to produce both their own national brands and private label products for retailers. This strategy allows them to utilize excess production capacity and diversify their revenue streams.

What risks are associated with Handelsmarken for retailers?

Retailers face risks related to quality control, as their brand reputation is directly tied to the Handelsmarke product. They also bear the full responsibility for Produktentwicklung, marketing, and managing the entire Lieferkette, which can be complex and resource-intensive.