Research On Private Brand Strategy Of Chinese Retailers

Under the age of the globalization, Chinese retailers face the increasingly vigorous competition. The private brand make great contribution at many aspect such as creating competitive advantage, increasing profit and heightening customer loyalty, which become the source of the core competency. Chinese retailers has gradually known the significance of private brand and increasing commodities with private brand appeared in the market; in the aspect of theory, the theoretical study comes to the PB tactic and demonstration field from cognitive study. Under the foundation of preceding study, this article start with the private brand strategy, combining our retailers'development and consumptive capability, habit and characteristic of customer, from the marketing point of view focuses on marketing tactic, also analyzing the case of retail enterprise's PB strategy. Hope this article can provide guidance and reference to the retail business that wants to practice the private brand strategy.Since 1980s, many substandard environmental like economy, technique, culture, competition, law and polity changed, which reallocate the power, profit and information in channel system and promote incessant innovation of marking channel system. For our retailers, the status ascending and marketing capacity raising imply the strategic transfer of Chinese tradesmen. The PB strategy is the beginning of retailers operating tangible assets change to intangible assets, which also is the key of adjusting strategy for Chinese retailers. Out tradesmen should adopt appropriate marketing tactic to support company strategy adjusting and conform the change of environment, which is to attain the intent of upgrading company's intrinsic value.The article starts with the basic theory of private brand to discuss the meaning and characteristic of PB. The retailers have exclusive right to the commodity of private brand, which reflect the intangible assets with the trait of immateriality. Then contrast our country and the west countries'PB development to discover the tremendous gap at merchandise amount, brand loyalty and the sale, foresee our country PB's primary development stage.It was far-reaching influenced to the marketing channel system by change of social polity, economy and other environment. This article analyses our retailers PB strategy's inevitability, obstructive factors and competitive complexion from the angle of marketing channel system. Then integrate our actuality and characteristic to analyze systemically the marketing tactic such as product tactic, price tactic, promotion tactic and communication tactic. The strategy of private brand is an enormous systems engineering, so the marketing concept should exist through the whole course of PB strategy.Finally study the case of Legou PB strategy, the private brand strategy of Legou start in the period of Taiwan'management change to Tesco's prosecution. Hope Legou's private brand strategy in the primary stage can give our retailers certain reference and help.