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商业自有品牌是指零售企业自己创意设计并使用于所经营商品的品牌。商业自有品牌在国外已有几十年的历史。在美国,1995年商业自有品牌商品的销售额已占全美超级市场销售额的20％,其中,西尔斯公司所销售的商品中有90％以上使用自有品牌,沃尔玛公司的自有品牌商品在其经营中也占有重要地位。另外,西欧和日本的零售企业对自有品牌商品也十分重视,英国马莎百货集团在其下属的260家连锁店内所出售的商品都使用自己的“圣米高”品牌,日本最大的连锁店大荣集团,其自定规格生产的商品销售量已占其总销量的40％。
A commercial private label refers to a brand that retailers create and use for their own products. Commercial-owned brands in foreign countries have been decades of history. In the United States, sales of commercial-brand products in 1995 accounted for 20% of sales in the nation’s supermarkets, of which Sears uses more than 90% of its own-brand products and Wal-Mart’s own brands Commodities also hold an important place in their business. In addition, retailers in Western Europe and Japan also attach great importance to their own-brand goods. Marks and Spencer Group of the United Kingdom uses its own “San Miguel” brand in its 260 chain stores. The largest chain store in Japan Rong Group, its own specifications of the production of goods sales accounted for 40% of its total sales.