Core Viewpoint - Major companies are undergoing a "brand retreat," integrating brand departments into public relations or marketing divisions, indicating a decline in the strategic importance of brand management [3][5][13]. Group 1: Brand Department Changes - A significant trend is the dissolution of independent brand departments, with companies like JD and 360 merging these functions into marketing or public relations, reflecting a shift towards efficiency and cost-cutting [3][5][6]. - In 2024, only 40% of Fortune 500 companies will retain a CMO position, with many opting for roles like SVP or VP, indicating a broader trend of integrating brand functions into other roles [5][6]. - The brand function is increasingly being aligned with business objectives, focusing on growth metrics like ROI and conversion rates, rather than maintaining a standalone identity [7][12][13]. Group 2: Brand and Public Relations Integration - Companies are merging brand and public relations functions to create a unified communication strategy, emphasizing the importance of managing corporate identity and social perception [16][20]. - The integration of brand functions into public relations is seen as a response to the heightened risks associated with brand reputation in a rapidly changing media landscape [20][21]. - Public relations professionals, often with backgrounds in traditional media, are becoming crucial in managing brand narratives and responding to public sentiment, contrasting with the more aesthetic-focused brand marketers [18][19]. Group 3: Long-term Brand Strategy - While short-term efficiency gains from merging brand functions with business lines are evident, there are concerns about the long-term implications for brand equity and consumer trust [14][15][28]. - Companies must balance immediate performance metrics with the need to build lasting brand value, as neglecting brand development can lead to vulnerabilities in competitive environments [14][15]. - The evolving landscape requires brands to be seen as a collective effort across various departments, rather than the responsibility of a single team, highlighting the need for cohesive brand management [26][30][31].

前几天，我了解到一个消息：又一个大厂的品牌部"没了"。 简单来说，这家大厂将原本独立负责品牌建设与传播的集团品牌部，整体并入集团公关部门，未来也不再保留高配级别的CMO岗位。 事实上，过去一年里，"品牌部消失"或"品牌被整合"的消息已经屡见不鲜。大厂们正在经历一场组织层面的"品牌大撤退"——那些曾经直接向高层汇报、 拥有高度自主权的品牌团队都已经消失了。 早在3月，京东就官宣撤销集团品牌部，将其人员和职能整体划入市场营销部下的平台营销条线，理由是精简架构、提高服务业务效率。但从组织上看， 品牌管理被从总部剥离，转而归属零售业务线，意味着其战略地位的下降。 另一类，是走向公关系统。 再看360，动作更极端。周鸿祎直接宣布砍掉整个市场部，称其"效率太低"，不如把资源投入AI和产品研发。当然，在我看来这更像是一场借AI之名做的 宣传，但也传递出一个信号：在资源优先级排序中，传统品牌与市场部门已被边缘化。 放眼更早，腾讯也有类似调整。曾负责腾讯全球品牌战略与国际传播的刘胜义，于2021年初离职，结束了他在腾讯十余年的品牌生涯。这个岗位后来再未 补位，成为腾讯品牌职能收缩的标志性事件。 从表面看，这些变化都可以归为"降 ...

Core Insights - The rise of private label brands, referred to as "channel brands," is reshaping the retail landscape in China, with retailers increasingly developing their own products to compete with traditional brands [2][4][9] - The average number of new private label products developed by retailers is projected to increase significantly from 83 in 2022 to 142 by 2024, indicating a strong trend towards self-branding in retail [2] - The emergence of channel brands is expected to lead to a transformation in retail operations and ecosystems, as retailers seek to differentiate themselves and improve profit margins [4][6] Retail Dynamics - Retail giants like Costco and Walmart have successfully leveraged their private label brands, with Costco's Kirkland accounting for one-third of its sales and Walmart deriving over 30% of its sales and more than 50% of its profits from private labels [4] - The competitive pressure from channel brands is forcing traditional brand manufacturers to lower their prices, creating a challenging environment for them [5] - The relationship between channel brands and traditional brands is complex, as retailers must balance their own products with third-party brands to maintain market viability [6][8] Market Trends - The trend of channel brands is not just a local phenomenon but reflects a broader shift in retail strategies globally, with significant implications for brand positioning and consumer perception [9][10] - The need for regulatory measures, such as a "shelf space fairness ratio," is being discussed to ensure a balanced representation of private labels and third-party brands on retail shelves [6][7] - Ultimately, the ability to capture consumer attention and loyalty will remain a critical challenge for both channel brands and traditional brands in the evolving retail landscape [8]