Chinese Retailers To Develop Its Own Brand Research

Great changes have been taken place to retail industry since the private brand (PB) was firstly used by retailer. PB promoted retailer's competency through the game in the competition between retailers and manufacturers, and broke through their previous market achievement. As the restrictions of market entry and capital entry for foreign retailers were released in 2004 in China, the top 50 retailers in the world came into China. And their PB came into the market of China with them.The purpose of this thesis is to describe the developing process and current situation of PB, to prove the development of PB in China is overwhelming, and to give proposals on a set of strategy for the development of domestic retailer's PB, including selecting commodity category, brand building, brand positioning and brand protection.Firstly, the thesis reviews the four development periods of PB in developed countries. And it describes the current situation of PB both inside and outside of China. It points out that there are four difficult points in the process of carrying out PB in China. Secondly, the thesis proves that the development of retail PB in China is overwhelming, from the angles of both macroscopic circumstances and competitive advantages. Thirdly, the thesis defines three kinds of commodities for PB. They are first choice commodity, important commodity and supplement commodity separately. Fourthly, the thesis advances four pattern of PB brand building using the knowledge of brand and the practice of PB. In the end, the thesis introduces the positioning and brand protection of PB. By the analysis as above, although PB in China is still in it's initial stage and have some difficulties, we should be well aware that the development of PB in China is overwhelming. Based on the experiences of the developed countries and the realities of China, the strategy on PB in China will become a strong weapon for Chinese retail industry to participate in fiercer competition.