渠道洞察特辑Vol.2：自有品牌进阶战：从“平价替代”到“品质革命”

Core Insights - The rise of private labels is significantly impacting the retail landscape in China, with over 45% of Chinese consumers having purchased private label products at least once by 2024 [2][5] - The growth of private labels is primarily driven by the European market, which accounts for nearly 70% of the global increase, indicating potential for further expansion in the Asian market [2][5] Group 1: Market Contribution and Trends - Private labels are increasingly contributing to the fast-moving consumer goods (FMCG) market, with a notable rise in their share within consumer shopping baskets [5] - Categories such as food and beverages, as well as household cleaning products, are becoming the main battlegrounds for private labels, with higher penetration rates in beverages, snacks, and paper products [8] Group 2: Consumer Behavior and Preferences - The purchasing logic of consumers regarding private labels is shifting from merely seeking low prices to also desiring a sense of quality and sophistication [12] - Younger single individuals or couples, as well as adult families, are the primary consumers of private labels, with younger consumers focusing on product ingredients and experiences, while families prioritize cost-effectiveness and convenience [16] Group 3: Retailer Strategies and Market Dynamics - Retailers are evolving from being mere sales channels to becoming brand owners, deeply involved in product development and market definition, which is reshaping the competitive landscape [18] - Manufacturers face a critical choice: to compete directly with private labels on the shelf or to restructure their collaboration with retailers to optimize product offerings that meet consumer needs [18]