1. 1 A Service PRIVATE LABELS IN CHINA Underdeveloped but with great potential March 2013 YUJUN QIU Retail Analyst

2. 2 1.Overview of private labels in China 2.International retailers lead the way 3.Domestic retailers playing catch-up 4.Problems and challenges 5.Outlook 6.Implications Contents

3. 1. Overview of private labels in China

4. 4  They have a short history - having only appeared in the 1990s.  Chinese shoppers are brand conscious.  There is a lack of consumer awareness - as many retailer have shied away from using their own retail brands on the ranges.  Of their simple and limited positioning.  On-going quality problems.  Struggling international retailers.  Inexperienced local retailers. This is because: Private labels (PL) in China are still in their infancy. 1. Overview of private labels in China

5. 5 Compared to mature European market, private labels in China are low in penetration and coverage, of simple positioning and lack consumer trust. Private labels are underdeveloped in China. EuropeChina PL penetration (%)10-501-10 Positioning Economy, standard, premium and multi-brands Mostly economy and single brand Coverage 1,000-3,000 SKUs 10-2,000 SKUs - Mostly in non-food Bestselling categories Dairy, deli, frozen, bakery, paper products, dry grocery, beverage Paper, rice, detergent Private Labels: Europe vs China, 2012 Source: PLMA, Planet Retail