The new growth point of retail enterprise-the enlightenment of development of retail enterprise private brand in occident

The earliest private brand came from retail enterprises of occident, which still holds the leading position in development. Private Brand is the result of fierce competition of retail industries, which is also an effective method of competition of retail enterprises. It can consolidate consumers´ loyalty to the enterprise and promote profit, which is also a powerful weapon in competition of differentiation. At present, Chinese private brand is still in the stage of exploration, there is a big gap compared with matured private brand. This essay takes examples by successful experiences of brand strategies of retail dealer in occident with the purpose of finding out problems existing in private brand of China´s retail dealer and accelerating the development of private brand of retail enterprises in China.