自有品牌的发展逻辑

摘要

Developing the private brand is an important way to achieve retail transformation . Businesses need two important abilities necessary for the transformation of retail :the ability to control the resources of goods and the ability to provide service on the platform .After conducting researches in a big supermarket in shanghai ,we find that the amount of sales of private brands is not as good as famous brands .Based on this ,this article presents four effective methods and five important issues concerning the development of private brands .%开发自有品牌是零售转型的重要途径，零售转型需要修炼两种核心能力，即商品资源掌控能力与平台服务能力。本文通过对上海某大型超市的经营现状分析发现：自有品牌的销售额占比低于品项占比，经营业绩较差，进而提出了自有品牌开发的四条路径以及值得探讨的五个问题。