Research On The Operation Of Shanghai China National Products Company(1933-1945)

Shanghai China National Products Co.,Ltd.is an important department store in 1930 s.Its main business is to sell domestic products.Domestic products factory is not only its upstream supplier but also its main shareholder.Based on the theory of vertical restriction and producer service in industrial economics,this paper uses the analysis methods of history and economics to analyze the production,operation and effect of Shanghai China national products company in an all-round way,so as to provide a certain historical experience and Enlightenment for the cultivation of contemporary Chinese brands and the development of retail industry.The article is divided into four parts: introduction,main body and conclusion.In the first part,the introduction introduces the background and significance of the topic,the status quo of the research,the main contents and important issues of the paper,and the innovation of the research.The second part,the main body is divided into six chapters,according to the problem generation,analysis,countermeasures,effectiveness of the paradigm.The second chapter reviews the inducements of the establishment of Shanghai China national products company,including the domestic products movement at the social level,the trend of gold,silver and cheap at the macro-economic level,and the institutional innovation of Nanjing national government at the policy level.The third chapter focuses on the industry factors ignored by academia,that is,the vertical constraints of monopoly power of modern retail department stores on domestic goods factories,including price discrimination,private brand squeeze and upstream capital encroachment.The fourth chapter combs the development process of China National Product Company,which is divided into four periods: the start-up of Shanghai China National Product Company(1933-1934),the expansion of China National Product Company(1935-1937),the special operation during the Anti Japanese War(1938-1945),and the decline after the war.The fifth chapter analyzes the operation and management of Shanghai China national products company,mainly from three dimensions of property right management,organization management and business management,and finds that the company has the characteristics of modern enterprise management.Under the scientific operation and management,the light assets structure of the company,which is dominated by commodity inventory,is in line with the characteristics of the retail industry;the early income and profit growth is steady,but then malignant inflation inflates the performance falsely;the return on net assets rose steadily from 1937 to 1940,mainly due to the improvement of the sales net profit rate,but the subsequent malignant inflation distorted the profitability of the company,and the return on net assets fluctuated Move larger.The sixth chapter,from the perspective of producer services,summarizes four modes adopted by Shanghai China national products company to deal with the monopoly of downstream department stores,including consignment sales,production and marketing alliance,financial cooperation and wartime special modes.In the seventh chapter,the author thinks that the producer service of Shanghai China national products company has achieved limited economic performance: first,after the cooperation between China national products factory and China national products company,only the net interest rate index has improved significantly;second,the economic performance of the cooperative factory which cooperates more closely with China national products company is not better than that of the consignment factory.The third part,the conclusion summarizes the main points of the article and puts forward two historical enlightenment.This paper sums up two experiences from the historical development of Shanghai China National Products Company: first,to cultivate the brand of domestic products and develop the industry of domestic products,the focus is on the supply side,which needs the cooperation of enterprises and banks.Secondly,in the face of the vertical constraints of retailers’ monopoly power on manufacturers,manufacturers can set up their own sales companies and open up new channels to play the productive service function of sales companies.