西方零售商品牌给制造商带来的机会和挑战

Opportunity and Challenge Brought by the Producer of the Western Retail Brands

本文在介绍西方零售商品牌发展状况的基础上，分析了零售商品牌给制造商带来的机会与挑战。文章认为，伴随连锁店的兴起和零售商力量的逐步扩大，零售商品牌的崛起是一种必然趋势。制造企业既要看到制造商品牌与零售商品牌相互竞争的一面，也应看到零售商品牌为制造商所提供的商机，切不可简单地将零售商品牌视为敌对力量。

The use of private label by retailing chains has been steadily growing in many product categories during the past two decades or so, and this brings much implication both to retailers and manufacturers. This article analyzed the opportunities and challenges that private labels bring to manufacturers, along with a brief look at the panorama of private label development in western societies. The author argues that manufacturers need to be more aware of the benefits of private label in stead of simply viewing it as a threat or a “category killer.”