永辉超市目标：五年后有15个年销10亿元的大单品。 作者｜万德乾 第三，永辉打造大单品的三板斧：学习胖东来、打造过亿销量的大单品、抓住大单品的核心价值。学习胖东来，这个没有任何疑问，这是永辉过去一年多 来的唯一自救主旋律。打造过亿销量的大单品，属于合理目标。单品可以享受大的美誉，本身就要有销量过亿的基本条件。这里面的关键点在抓住大单品 的核心价值，永辉列举的一个公式是：价值，等于品质的分子除以价格的分母的商，再乘以UVP（Unique Value Proposition，即：独特价值主张）。 经常会去永辉超市的消费者，或多或少买过永辉的自有品牌商品，有些商品的消费者口碑还挺不错。 喜欢零食的人，比如喜欢吃凤爪、芒果干、鸭锁骨、爆米花……买着买着，发现买的这些包装零食，都有一个共同名字：馋大狮。 喜欢买菜做饭的人，会买鸡蛋、豆腐、豆干、卤肉、腌菜、泡菜……买着买着，发现买的这些日常食品，都有一个共同名字：惠相随。 喜欢打理家庭的人，会买保温杯、香薰、空气清新剂、纸巾……买着买着，发现这些家居用品，都有一个共同名字：优颂。 喜欢爱美护肤的人，会买润发乳、沐浴乳、洗手液、洁面巾……买着买着，发现这些个人护理用品，都 ...

Core Viewpoint - The discussion highlights the need for regulatory changes in China's retail sector to ensure fair competition between private labels and third-party brands, particularly through the introduction of a "shelf fairness ratio" indicator [1][2]. Group 1: Market Dynamics - Supermarkets prioritize their private labels on shelves due to higher profit margins, which limits the survival space for third-party brands [1][7]. - When the revenue share of private labels in fresh categories reaches 35%, supermarkets enforce differentiation requirements on third-party brands, further squeezing their market presence [1][7]. - The physical space dominance of private labels in retail environments creates a more insidious form of market unfairness compared to online platforms [1][2]. Group 2: Regulatory Environment - Current regulations, such as the Anti-Unfair Competition Law, do not specifically address shelf space allocation, leading to a lack of enforcement against unfair practices [2]. - Recommendations include setting a cap on the shelf space allocated to private labels and establishing a rapid arbitration mechanism for supplier complaints [2][7]. Group 3: Development of Private Labels - Domestic private labels are growing, driven by consumer demand for quality and health, as well as digital technology [3][4]. - The market share of private labels in China is currently between 10% and 20%, significantly lower than the over 30% share in developed markets [4][5]. - Factors contributing to the lower share include an underdeveloped supply chain and consumer skepticism regarding the quality of private labels [5][6]. Group 4: Consumer Trust and Marketing Strategies - Enhancing consumer trust in private labels can be achieved through transparent marketing, authoritative certifications, and risk-reducing return policies [6]. - Successful international strategies, such as Costco's unconditional return policy and ALDI's streamlined product offerings, can serve as models for Chinese retailers [6][8]. Group 5: Competitive Landscape - The promotion of private labels can lead to a disadvantage for third-party brands, as evidenced by sales declines for smaller brands when private label shelf space increases [7][9]. - Retailers often impose longer payment terms on third-party suppliers compared to their private labels, creating cash flow pressures for smaller brands [9]. Group 6: Future Outlook - The development of private labels in China may evolve into a dual-track system, with higher shares in first-tier cities and traditional brands dominating in lower-tier cities [10]. - If supply chain maturity improves, leading retailers could see private label revenue share exceed 40% in the long term [10].