跟山寨抢生意，用“配方”换代工，一线大厂把命运交给山姆、胖东来，快消行业还有未来吗?

Core Insights - The rise of private label products is shifting the focus from brand trust to channel trust among consumers, as they increasingly rely on retailers like Sam's Club for quality assurance rather than traditional brands [2][5] - Major fast-moving consumer goods (FMCG) companies are increasingly engaging in private label production, which allows them to utilize idle production lines and reduce operational costs, but this trend also leads to internal competition and potential cannibalization of their own branded products [6][12] Group 1: Consumer Behavior Shift - Consumers are transitioning from brand loyalty to channel loyalty, trusting retailers like Sam's Club and other local stores for product quality [2][3] - The perception of retailers as quality guarantors is growing, with examples like Sam's Club being seen as a source of unique, high-quality products [2][5] Group 2: Industry Dynamics - The trend of private label production is seen as beneficial for manufacturers, allowing them to bypass traditional brand constraints and directly supply retailers [5][6] - However, this shift has led to increased pressure on manufacturers to innovate continuously, often at the expense of their own branded products [9][12] Group 3: Challenges for Major Brands - Major brands are facing challenges as they are required to share proprietary product formulas with retailers, which can undermine their competitive advantages [8][9] - The internal competition between private label and traditional product lines within companies is leading to declining sales and profits [12]