| Chain supermarket is the mainstream of China’s commercial retail formats. In2004, forthe market access and capital access of foreign chain supermarket has established in Chinawere open, almost all the world-famous retail giants enter the retail market in our countrythrough various forms. Foreign companies used their advanced retail concept and its ownbrand strategy to expand rapidly in the retail market in China which brought the huge impactto the local chain supermarket. As early as more than40years ago, western developedcountries have carried out the research and application of supermarket own-brand,30%ofWal-Mart’s sales and50%of the profits come from their own brands. Although privatebrands have appeared in succession in large chain supermarkets in China, the domestic chainsupermarkets have not widely used their own brands to participate in market competition, theunderstanding of own brand is still in its infancy.Firstly, this paper combed and studied the status quo of development and advancedexperience of the foreign large chain supermarkets’ private brand, and chose Wal-Mart as atypical case to analyze the situation about its own-brand strategy. Secondly, on the one hand,using Michael Porter’s Five Forces Model to analyze the industry competition that Chineselarge chain supermarket facing, this paper found that large chain supermarkets’ own brand inour country is facing the severe external and internal pressure. On the other hand, this paperused SWOT to analyze the strengths, weaknesses, opportunities and threats of development ofprivate brand’ strategy, and analyzed the private brand strategy of Vanguard. Finally, throughdrawing lessons from the development experience of foreign large chain supermarkets’ ownbrand, combining with the development status and existing problems of China’s large chainsupermarket own brand, this paper made proper strategy plan to it. The research has somereference for fighting the business distress of China’s chain supermarkets. |
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