以下文章来源于刀客Doc ，作者刀客doc 刀客Doc . 商业专栏作者，专注品牌营销、广告平台和社会消费文化的深度观察。 本文来自微信公众号： 刀客Doc ，作者：刀客doc，题图来自：AI生成 一 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。 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。 二 放眼更早，腾讯也有类似调整 ...

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]