Retail Enterprises To Develop Their Own Brand Strategy Discussion

In overseas, Private brand of retail enterprise is called private label (PL), store brand (SB) or middle brand. The meaning is the retail enterprise get match the new product's design of new function, rate and shape though collected and analyzed the consumer's information that the needs of specific type of product. Then the retail enterprise chose a fit manufactory to produce that Finally, the retail enterprise registered the new product with self label and sell it in own enterprise. Private brand is extend to produce industry from brand build of the retail enterprise, in which is different with product brand from the manufacturer. And it's not the business name or brand in traditional.Private brand strategy study is a new field of research. This paper use Waston's case study as main and other cases study to analyze the private brand strategy. At same time, use the way of document analysis and other case studies to test the result.The purpose of this paper built the theory system that retail enterprise's private brand though researched the charachteristics of retail industry, in which analyzed the case of Waston was carried out the private brand strategy so that get the factors which effect the retail industry developing and obstacles. Thus get some countermines. Finally, found the result is provides the private brand models to choose by retail enterprise and the way of operation in China.