Research On The Development Strategy Of S Chain Supermarket’s Private Brand Under The New Retail Background

With the widespread application of high-tech such as big data and artificial intelligence,China’s retail industry has gradually transformed and upgraded to "new retail" since 2016,which is a deep integration of "online and offline and logistics".Under the influence of the Internet and the "new retail" model and the COVID-19,traditional retail enterprises have turned to the research and development and sales of their own brands,and gradually regard them as the core strategy of enterprises,in order to enhance their competitive advantages.The S chain supermarket is a typical representative of developing its own brand in the context of new retail.Therefore,this article uses literature research,on-site interviews,and case studies to conduct a special study on the issues of low visibility,low customer loyalty,heavy product homogenization,and traditional promotion channels in the development process of its own brand.Combining brand related theories,strategic theories,and analysis of macro and micro environments,the strategic environment for S chain supermarket to develop its own brand was first analyzed,including the PESTEL analysis method for macro environment,the Five Forces Model analysis method for industrial environment,and the analysis of internal environment from resources and core capabilities.Utilize the IFE(Internal Factor Evaluation Matrix)and EFE(External Evaluation Analysis Matrix)in strategic analysis tools and methods,and invite experts and senior managers from S Chain Supermarket’s own brands to rate internal and external factors.Use SWOT analysis and SWOT analysis matrix to analyze the strengths,weaknesses,opportunities,and threats of S Chain Supermarket.Based on the scoring and analysis results,Research has analyzed that S chain supermarkets are more suitable for adopting the ST strategy,which is a diversified business strategy.Secondly,strategic choices should be made for the development of S Chain Supermarket’s own brand.In developing its own brand,S Chain Supermarket needs to utilize its own advantages and avoid threats.When making strategic choices,it is recommended to adopt the following four strategies: creating a Chinese style health strategy,leading the way in pre made dishes strategy,innovating new consumer categories strategy,and winning in electronic shelves strategy.Then,implementation suggestions were proposed for the development of S chain supermarket’s own brand strategy from the perspectives of brand building,channel building,and ecosystem construction.Finally,by proposing measures to ensure the organizational structure,human resources,incentive mechanisms,and corporate culture,S Chain Supermarket’s own brand development strategy is supported.The implementation of the above strategies by S Chain Supermarket aims to benefit its own brand development and enhance market competitiveness.