Research On Self - Brand Development Strategy Of Large Supermarket In China

In recent years, because of some reasons including own profit model problem, rised operating costs, reduced consumer intent, the impact of electronic commerce and the threat of political environment, traditional retail sales growth slowed sharply in our country, and it is facing a huge blow and challenge. With the economic structure adjustment, Chinese retail industry, including large supermarkets, needs to be transformation and upgrading. It must be adjusted from the perspective of supply chain, and to develop private brand is one of the important means to realize the transformation and upgrading. The development of the private brand is not only beneficial for retail enterprises to enhance their ability of integrating supply chain, but also enhance retail enterprises’ ability of proprietary products, so it is one of the important tool to the challenge. There are three reasons why this article chose Beijing supermarket enterprise as the research object. Firstly, Beijing supermarket enterprise’s scale is moderate, so it is representative. Secondly, Beijing supermarket enterprise developed private brand in early time, so it has certain experience and related data. In addition, Beijing supermarket enterprise are willing to provide the relevant data, to find their own problems during the developing of private brands.In this paper, through the way of literature review, interview investigation and data analysis, we find out the common problems during large supermarket enterprises developing private brands. And then, this paper analyses development condition detailedly about Beijing supermarket enterprise’s private brands from six aspects, they are the development strategy, brand category, product promotion, buyers and sales effect and the development strategy of private brands. And we can find out the related problems in the development. Finally, according to the results, combined with current situation of China’s retail industry, this paper put forward the strategies for the development of China’s large supermarket enterprise’s private brands.