自有品牌在国外已经有较长时间的发展 ,而随着外国零售企业进入中国市场的同时也给中国带来了他们的自有品牌 ,与此同时 ,受到自有品牌高利润的吸引以及强大的竞争压力 ,国内零售商也开始拿起自有品牌的武器。理论界对自有品牌已经进行了不少的研究和探讨 ,但目前国内关于自有品牌的研究较多集中在从零售商的角度出发 ,讨论自有品牌给零售商带来的机会以及零售企业如何发展自有品牌 ,而对处于供应链另一端受到自有品牌很大影响的制造商的研究较少 ,本文尝试着从制造商的角度看待自有品牌带来的影响以及如何消解自有品牌带来的不利影响。 Owned brands have been developing abroad for a long time, and as foreign retailers enter the Chinese market, they also bring their own brands to China while at the same time being attracted by the high profits of their own brands and strong The pressure of competition, domestic retailers have begun to pick up their own brand of weapons. Theorists have done a lot of research and discussion on their own brands. However, at present, the research on own-brand in China mainly focuses on retailers, discusses the opportunities brought by private brands to retailers and retailers How to develop private label and less research on manufacturers who are greatly influenced by private label at the other end of the supply chain, this paper attempts to view the influence of private label from the manufacturer’s point of view and how to dispel its own brand Adverse effects.