China's Retail Own Brand Research

Since reform and opening, along with the improvement of China's retailing environment, there has been a group of retailing enterprises grown into large companies. With increasing competition of the retailing market, these retailers followed the Western retailers and introduced its own brand labels to enhance the differences and enhance their competitiveness.After the global financial crisis in 2008, Chinese government conducted a thorough transformation of economic growth, strengthening domestic demand and investment. In the context of this transformation, retailers and foreign retailers in China stepped up its pace of investment in China, foreign retailers with strong strength and excellent management capabilities are increasingly occupy the major cities in China's commodity sales channels. Foreign retailers have greater advantage in strength, size. One important aspect is that foreign retailers own brand strategy is more sophisticated than the local retailers. That fact prompted retailers to step up its own domestic brand strategy development, deal with the fierce competition of foreign retailers.We divided own-brand strategy into four strategic models. And analyzed its brand strategy, product category selection, marketing strategy, etc, aims to provide specific theoretical suggest for domestic retailers.We begun with analysis of the Chinese retail environment, analyzing the economic environment changes with the emergence of a group of large retail businesses, and then refer to SWOT model to analyze the feasibility and necessity of the own brand in four aspects:Advantages and disadvantages, threat and opportunity. Then we get the conclusion that the introduction of own-brand strategy is inevitable. We divided own-brand strategy into four strategic models:the bud type own brand, imitation own brand, high-end type and value of innovative own brand, a detailed analysis of each model including brand strategy model, category selection, the choice of development methods, marketing strategies, we hope the strategic mode in a specific breakdown can provide different levels of theoretical suggest for retailers, and we chose WU-MART and analyzed its own brands; we used our theory to analyze and pointed out the poor quality problems in its own brands and make relevant recommendations.