From the beginning of this century to the 1970s, it was the initial stage of the development of intermediary brands by European and American retailers. At this time, the packaging of goods using this brand is simple. Compared with the manufacturer's brand, its low price is quite attractive, but the quality is inferior. It was not until the 1970s, with the development and expansion of chain retailers and the emergence of a large number of supermarkets that powerful retailers adopted their own brands, that intermediary brands developed significantly. At this time, intermediary brand products not only continue to maintain their price advantage, but also pay more attention to improving the quality of the products and service levels. More and more chain supermarkets are increasing the sales range of their products and adopting and strengthening their own brands. For example, in 1961, 27% of the products of US grocery chain retailers used middleman brands, and by 1989, this number The proportion has increased to 74%. As retailers pay more and more attention to the inherent quality of intermediary brands, consumers' concepts have changed. They no longer think that intermediary brands are just a symbol of low price and quality, but have strong quality connotations and characteristics. Therefore, Intermediary brands are becoming more common and popular. A survey of the European market showed that in 1980, 17% of all retail goods used middleman brands, and in 1992 this proportion reached 27%. So far, the sales of middleman brand goods have accounted for 40% of all sales. % or more, which greatly reduces the dominance of producer brands. Some Western marketing commentators predict that, except for the most powerful producer brands, intermediary brands will eventually defeat all other producer brands.

Nearly all domestic brands familiar to Chinese consumers are manufacturer brands, and there are very few retailers that actually use intermediary brands. This is in huge contrast with the Western market. Intermediary brands are just in their infancy in my country. According to reports, nearly one-third of the more than 6,000 kinds of products in Shanghai's *** Kang Clothing City use a unique brand - "*** Kang "When they were advertising their own products in Hong Kong Clothing City, commercial giants such as Shanghai No. 1 Department Store and Beijing Hualian Group competed to launch their own brands. Since 1994, Kaikai brand has been the "leading brand" in the national shirt market. It is a successful case of developing intermediary brands. "Kaikai" takes business as the leader and actively expands into the production field. From "front store to back store" "Factory" has developed to "the brain is in Shanghai, the production is in the suburbs of Shanghai and Jiangsu and Zhejiang, and the sales are all over the country." Last year, Shanghai held the "Commercial Brand and Modern Business Seminar" and determined the focus on developing 50 intermediary brands. One of the top ten tasks of business. At this point, intermediary brands have sounded the clarion call to challenge the world-dominating producer brands.