零售商开发自有品牌,已经不仅仅是提升边际利润、削弱制造商的谈判优势那么简单了。 2004年年底,沃尔玛向合作厂家定制的笔记本电脑诞生,最低一款的售价是498美元(4100元人民币左右)。有人惊呼:百货类零售商也能出产这么复杂的自有品牌商品?但有人反问:凭什么它们不能呢?尽管传统顾客认为超市的商品档次低,但随着一些复杂的科技产品越来越普及,很 Retailers developing their own brands are not as simple as raising margins and undermining the bargaining power of manufacturers. At the end of 2004, Wal-Mart’s custom-made laptops were born with the lowest priced at $ 498 (about 4,100 yuan). Some people exclaimed: department store retailers can produce such a complex self-branded goods? But some people ask: Why can not they? Although the traditional customers that the supermarket low grade of goods, but as some complex technology products more and more Universal, very