本文在介绍西方零售商品牌发展状况的基础上，分析了零售商品牌给制造商带来的机会与挑战。文章认为，伴随连锁店的兴起和零售商力量的逐步扩大，零售商品牌的崛起是一种必然趋势。制造企业既要看到制造商品牌与零售商品牌相互竞争的一面，也应看到零售商品牌为制造商所提供的商机，切不可简单地将零售商品牌视为敌对力量。 Based on the introduction of the development of western retailer brands, this paper analyzes the opportunities and challenges that retailer brands bring to manufacturers. The article believes that with the rise of the chain and the gradual expansion of the power of retailers, the rise of the retailer brand is an inevitable trend. Manufacturing companies should not only see the competing aspects of the manufacturer brand and the retailer brand, but also the retailer brand as the business opportunity provided by the manufacturer. They must not simply regard the retailer brand as the hostile force.