日本零售自有品牌于20世纪60年代随着大型综合超市的势力扩张而出现,至今经历了三次热潮。日本自有品牌从最初廉价低质形象,逐步向高性价比、实用性、个性化发展,被越来越多的消费者认可。发展自有品牌已成为日本零售企业战略的重要组成部分,其在自有品牌商品的品质管理、开发机制、促销模式、包装设计等方面的创新做法,值得中国零售企业借鉴和学习。 Japan’s retail private label appeared in the 1960s with the expansion of the forces of large supermarkets and has experienced three ups and downs so far. Japan’s own brand from the initial low-cost low-quality image, and gradually to cost-effective, practical, personalized development, more and more consumers are recognized. The development of private label has become an important part of the Japanese retail business strategy. Its innovative practices in quality management, development mechanism, promotion model and package design of its own brand goods are worth learning from Chinese retailers.