The development of Chinese supermarket enterprise own brands: the case of Shanghai

Abstract

The objective of this study is to examine the perceptions of retail experts regarding the development of supermarket enterprise own brands in China. The case of Shanghai is used for this study. In Western literature, supermarket own brands have evolved from lower level discount goods to some elite brands today. In contrast, the research on the development of Chinese supermarket brands is limited. This study investigates whether Chinese supermarket grocery brands have evolved in a pattern similar to Western markets like the UK. A qualitative study method has been adopted. The findings are discussed. The limitations of the study and direction for future research are also presented.