| It goes without saying that the development of new merchandise is ofgreat importance. The enterprise without ability of merchandise development is doomed to be eliminated by market.Furthermore, the competition of present market goes fierily; new scienceand technology develop swiftly; the demand and predilection of consumers Under this circumstance, the enterprise not only should develop the products accepted by market at fastest speed, but make efforts on quick retraction of developing cost after products appearing on the market, in order to guarantee the profit of enterprise brought by new product and competitive superiority.But, at the same time we also found out that the bottlenecks of many enterprises' development in our country are certainly the insufficiency of developing ability on new products. In here, on one side is the reason of enterprise's self-ability and failings on decision; on the other side is the reason that the development of new products themselves possesses great risk, and high chanciness. Seeing from a few statistical results, 80% of the products appearing on the market at present wholly end in failure. To find out its cause, the main risks of new products' failure originate from the chanciness of market. Especially the demands of customers in recent years are potentiality, which makes the changing of market be hard to judge. Whereas, the problems in market can be summarized the mastering degree on information. The enterprise alone accurately masters the tree demands of customers reflected by market, it can develop the merchandises that satisfy the customers' need and sell well in the market, morevover achieve high profits.Opposing with firm, Japan 7-11 Company as retail enterprise is on the intersection of production and consumption managed in form of easy-shop.As its particular managerial concept and method, easy-shop is closest to consumers and mostly understands the consumers' needs.Especially for the particular managerial methods of easy-shop, makes the consumption conditions of consumers collected by 7-11 possess immediateness, accuracy and originality ummatched by other information collecting methods. This is no doubt the thing dreamt by manufacturers.And meanwhile, as to retail enterprise 7-11 without ability to produce merchandises lies in daily aggravate competitions between business state in lines of trades and inter-enterprises. Out of pocket merchandises with high-quality, full differences and satisfying consumers' demands has become the key of guaranteeing profits, escaping from involving into price war. However, other circulation enterprises usually will solve consumers' demands, demands of circulation trades' people and the disharmony of production between manufacturers through developing PB commodities.Nevertheless, 7-11 creatively introduces the production-developing researchers of firms into selfteam merchandising, and forms developing team crossing enterprises and trades, in order to develop the most needed products of consumers. In teams, 7-11 merchandise managers and production-developing researchers of firms share the consumers' information collected by 7-11 POS machine; find out tread of a spider and trail of a house from consumers, through reading the information from the views of two respects between retailers and firms; and co-probe into the reasonable construction of new products from production to circulation the whole system.Under this formality, retailers and firms could reach the situation of co-winningFirms:1. As to product development acquire the cherish market information; decrease the information risk and cost of production developing.2. New merchandises can be sold in 7-11's ten thousand chain stores in native land of Japan, which guarantees the selling channels when new product appear on the market.3. The products in 7-11 easy-shop sold limitedly at the beginning, then they can be sold in other shop, which makes the new merchandises acquire two growing periods and increase enterprise's profit space on same prod...
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