Research On Great Chinese Retailers' Private Brand Tactic

With the buyer's market structure strengthened and home market in our country internationalized, china entered the era of international brand competition. As a result, brand becomes both the important weapon when retailers take part in market competition and a rarely intangible asset. As a membership of the World Trade Organization in due form, retailing competition could be the most fury in Chinese market which is the lattermost domain. After landing on Chinese market, multinational retailers, such as wal-mart, carrefour and so on, reinforce their market penetration and expand their scale, displaying the formidable power of their brands. For our retailers, multinational retailers' landing result in both challenge and opportunities of learning advanced marketing tactics, which would quicken the step of our retailers' branding.In the forepart of this article, it states that china entered the era of brand marketing, and then points out that our great retailers both necessarily implement brand marketing and can benefit from that. In the retailer's brand system which is composed of enterprise brand and commodity brands, retailer's private brands which is owned and marketed by retailer help to strengthen retailer's brand identification and exalt consumers' store loyalty, in other words, private brands help to build retailer's sustainable competitive advantage. In the rear part of this article, it focuses on the cause and significance when our great retailers introduce retailer private brand, and then referring to foreign experience, discusses the conditions, obstacles and possibility when our great retailers implement the tactic of private brand. In the end of this article, it probes into the decision process of private brand tactic, related marketing tactics and the execution.