Research On The Private Brand Growth Path Based On The Retail Formats

Since China joined the international WTO, the domestic retail market is becoming more and more internationalized. Wal-Mart, Auchan, Carrefour, Marks & Spencer,Amazon mall, and other foreign retail giants have flocked into the Chinese market, the domestic retail market increasingly fierce competition. Our retail enterprises face serious challenges. The 21 st century, private brand strategy caused the wide attention from domestic retail enterprises. According to the successful experience of foreign retail enterprise, private brand strategy can improve the retail enterprise profitability, create differentiation advantage to retail enterprise, improve the advances of retail business model transformation.At present, many the domestic retailers have established their private brands, into the threshold of their private brand construction. Compared with foreign mature brands growth model, the domestic retailers’ private brands have small size of relatively, low market concentration. It’s difficult to achieve economies of scale for domestic retailers.In addition, the domestic retailers has many not mature performance in the process of exploring the private brand strategy, which often lead private brand to failed or slow growth. Some domestic retailers’ private brand products have low quality and low price,to stimulate consumers’ willingness to buy at a low price, which has led to their private brands have formed a ‘cheap and shoddy’ image. Moreover, some retailers cannot keep the high quality of their private brands products, and repeated exposure of private brand quality problem occurred in recent years. Though, more and more retailers have realized the importance of improve quality of private brand products and began to invest in the development of new products, but still, the differences and innovative of retailers’ private brand products cannot remain outstanding.According to the literature research and practical study, the factors restricting the development of domestic retail enterprises’ private brands mainly include that, the lack of brand operation management talent, difficult to keep high quality of products, the ability of product development is weak, small scale of sales, enterprise’ financial strength is weak, and the different retail formats changed the development of private brands. The scholars and managers still need to pay more attention to the growth of domestic retailers’ private brand strategy.In this paper, based on the analysis of characteristics of private brand growth stage,put forward four dimensions, which related to the growth of private brand, such as private brand model, combination mode of commodity, private brand positioning and product development model. According to these four aspects, talk about the retailers’ private brand growth path and reveal the private brand growth path and the periodic characteristics. Then, based on the connection between the four dimensions and the practice of private brand, multidimensional private brand growth path model is constructed. Combined with the characteristics of different retail formats and the development of private brand make a further study of the private brand growth path for supermarket formats, department store formats and B2 C E-commerce formats. Finally,select Chaoshifa, Wangfujing and Jingdong as a representative of the different retail formats, putting forward suggestions to the problems and restricting factors in development of private brands, to analyze the private brand growth path of different retail formats.