中国零售行业正经历从品牌导向向渠道主导的结构性转变。数据显示，2025年全国商超企业自有品牌销售额突破3800亿元，同比增长17%，占整体零售规模的9.2% 1。随着消费趋于理性，国内零售商大力推广自有品牌，导致许多独立品牌被迫转型为代工厂（如为山姆、盒马等供货） 1。这一趋势压缩了中间环节利润，使得商超在供应链中占据主导地位 1。
价格优势是自有品牌抢占市场的重要手段，其售价往往比厂商品牌低20% 1。具体案例包括：盒马旗下“超盒算NB”电解质饮料售价9.9元，比同规格宝矿力（19.4元）低近五成 1；好特卖自有品牌HotMaxx意面现价9.9元，低于知名品牌空刻的14.9元 1。浙江佳乐乳业总经理夏巍华指出，整条供应链存量毛利不足，迫使零售商挤压经销商、服务商及品牌商利润 1。在此背景下，品牌商转型代工企业被视为一种生存策略，而非主动选择 1。
China’s retail landscape is undergoing a structural shift as supermarkets aggressively expand their private label offerings, forcing independent brands to retreat from consumer-facing roles and transition into contract manufacturing. This trend reflects a broader move away from brand-driven consumption toward channel-led dominance, driven by increasingly rational purchasing behavior among consumers 1. The surge in retailer-owned products has significantly compressed profit margins for intermediaries, allowing major chains such as Sam’s Club, Hema, and Pang Dong Lai to capture greater control over the supply chain 1.
The scale of this transformation is evident in recent market data, which shows that sales of private label products across Chinese supermarket enterprises exceeded 380 billion yuan in 2025, marking a 17% year-on-year increase and accounting for 9.2% of the total retail sector 1. Price competitiveness is a key driver behind this growth; retailer-branded goods typically undercut established manufacturer brands by approximately 20% 1. Specific examples highlight this disparity: Hema’s "Super Hesuan NB" electrolyte beverage is priced at 9.9 yuan, nearly half the cost of the equivalent Pocari Sweat product at 19.4 yuan, while HotMaxx pasta from discount retailer Good Special Sale costs 9.9 yuan compared to 14.9 yuan for the well-known Koneck brand 1.
For many manufacturers, pivoting to become suppliers for these retail giants is no longer a strategic choice but a survival necessity amidst shrinking industry-wide gross margins 1. Xia Weihua, General Manager of Zhejiang Jiale Dairy, noted that the insufficient overall margin pool in the supply chain compels retailers to squeeze profits from distributors, service providers, and brand owners alike 1. Consequently, the traditional role of independent brands is eroding as they are absorbed into the production networks of dominant retail channels 1.
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