Research on the Own Brand Marketing Strategy of Retail Enterprises in China

Abstract

With the Chinese government WTO promise coming to true, the retail industry in China have become the highest market-oriented industry. In order to survive, marketing strategy for continuous innovation will be continued, and the development of self- brand is innovation strategies. To create own brands for retailers in an increasingly competitive and growing homogenization of the Chinese market is different strategy and a powerful weapon for competitive advantage. Own brand has become the world's booster in various regions to promote the growth of retail business, AC Nielsen research shows that in the global market, the rate of development of 2 / 3 of the own brand are more than that of manufacturer brand. But in the domestic market, own brand is just in its infancy which need retailers arouse attention. Retailers own brand (Private Brand) is brand that the retailers choose the right investment in factories or manufacturing enterprises in the relevant manufacturer or have some stake in their production by manufacturers, which are marked with retailers to develop their own brand. Retailers own brand first appeared in 1928, when Britain's Marks & Spencer Group's single brand strategy - selling mainly its own brand, Saint Michael series of products, Saint Michael brand has been recognized own-brand products model for the British. In the late of 20th century 60s, own brand became rivals of manufacturer brand especially for the packaged consumer goods. In recent years, retailers in China have also developed its own brand. Shanghai Hualian Supermarket launch series products marked thrifty brand in 1996, Beijing Hualian Supermarket own brand development is since 2000 and has developed more than 20 brands, 146 items. 1. The advantage of retailers own brand