零售自有品牌的发展历程及在中国的困境与未来

Practices on Retail Private Label,Predicaments and Prospects for Chinese Retailers

零售自有品牌是零售商用自己的商号对经营的商品做背书,并以此获取顾客信任的一种有效经营方法。零售自有品牌在发达国家市场主要经历了三个阶段:从专注于价格,到注重品牌内涵,再到目前普遍地把自有品牌作为差异化的核心载体。目前,零售自有品牌在中国的发展面临着概念理解不清,企业运营管理不善,长期发展战略目标缺乏等困境。经过分析认为,未来中国零售企业克服自有品牌发展困境,可以逐步通过品类管理、商品控制、综合营销这三个台阶来实现。

Private labels are an effective way of competing in the retail marketplace,that a retailer tries to gain trusts from its customers by endorsing certain products with its trade name.In developed countries,retailers’practices of private labels have encompassed three periods of time,focusing on price advantages,enriching brand values,and as a key vehicle of differentiation.Present predicaments of Chinese retailers with private labels are seen in three fields,miscomprehension of the concept and its underlying principles,poor execution at the store level,and lack of long term strategic objectives.It is observed that Chinese retailers might overcome the current predicaments in three steps,starting from implementing category management to ensure purposeful assortment,to decisive control of merchandise supply,and panoramic retail marketing.